Hai Lan'S Home Expands Overseas, And The Next City Brings Three Brands To Thailand.

The home of Hai Lan is becoming the common choice of the Millennials.

With the development of the brand and the positive promotion of the "one belt and one way" good strategy, the domestic clothing brands are gradually moving out of China and heading for the world.

Recently, Hai Lan's home held a grand ceremony in Bangkok, officially announcing its three brands, HLA, OVV and black whale HLAJEANS, to form a brand matrix and enter Thailand together.

It is reported that the sea road of Hai Lan's home was born in 2017. After nearly 2 years of efforts, Hai Lan's home has opened nearly 40 stores in Southeast Asia. For this Thailand extension shop, Zhou Lichen, President of Hai Lan group, said, "this time we have settled in Thailand. We are not only designing fashionable and affordable high quality clothing products, but also hoping to bring you a new Asian fashion and fashion lifestyle. This will be a brand new and beautiful start."

It is understood that in August 2018, Hai Lan's home HLA, following its march into Malaysia and Singapore, expanded overseas to the next city, and opened the Thailand head store in Bangkok's Central Plaza Rama9.

In July 15, 2017, the first overseas brand of HLA brand was opened in My TOWN, Kuala Lumpur, Malaysia. At present, each brand has 21 stores in Malaysia market.

In May 2018, the HLA brand of the company entered Singapore Suntec City.

In August 2018, the HLA brand of Thailand, the first store in Bangkok, opened in Central Plaza Rama9 mall, and now has 5 stores in the Thailand market.

In November 2018, the company's HLA brand Hu Zhiming SC VivoCity opened its first store and entered the Vietnamese market.

The company is expected to further develop in the emerging markets of Philippines, Indonesia and other developed countries such as Korea and Japan in the future, so as to achieve more flowering in the Asian market.

This Hai Lan home Thailand store adopts the way of localization operation.

First of all, different from the overall style of its domestic stores, the Thailand store combines Thailand's local style with a simple and lively design, and the black gray line matches the White main color, which is more international.

Secondly, the theme of this event is "HELLO Thailand" (Hello, Thailand). The simple and cordial tone conveys the initial image of HLA friendly brand.

Once again, Thailand's national treasure actress Anne Thongprasom, popular supermodel Bee Namthip, film and television Xiao Sheng, model Ken Phupoom, including 18 well-known local celebrities in Thailand, KOL attended or helped the brand show.

In addition, the Thai version of the masked Song King champion, the famous singer Tom Isara, the Thailand pop singer and Thailand Tian Hou Pam Sirapassara also sang live.

Is conducive to brand promotion and landing in Thailand.

Finally, Hai Lan's home has set up a special overseas team to expand its own stores overseas, recruit and manage overseas employees and carry out localization operations.

It not only provides the basic guarantee for the brand's rapid development in the local area, but also helps the local employees to get close to the consumer groups and enhance brand adaptability.

Such a large-scale lineup also shows the importance of Hai Lan's home to the Thailand market, and this successful entry into Thailand is also an important part of the layout of the Southeast Asian market by the Hai Lan family, which is of great significance.

It is reported that Hai Lan's home is actively and orderly promoting the process of brand internationalization based on the overseas development plan of "Southeast Asia, the Asia Pacific and global perspective". In Malaysia and Singapore, stores have gradually opened stores and gradually opened up Thailand and Vietnam markets.

As a national brand, Hai Lan's home is actively promoting the internationalization process, and it is also a demonstration in response to the "one belt and one way" policy of the state.

Li Huijuan, Minister of advertising at Hai Lan group, said that every sea trip of Hai Lan's home has its own consideration. Thailand has a mature consumer culture and market environment, and is also in the forefront of fashion. Layout here is a good choice.

In the future, Hai Lan's home hopes to find more overseas fashion developments.

In the view of Zhang Peiying, honorary consultant and fashion expert of China luxury Confederation, the internationalization of Hai Lan's home is the inevitable choice for brand development.

He believes that in the face of the stronger Southeast Asian market of ethnic costume, Hai Lan's home can design products that meet local consumers' tastes according to local characteristics.

On this basis, Hai Lan's home can also use clothing as a carrier to export Chinese culture to the outside world and promote cultural exchanges.

Of course, the international road of Hai Lan's home is not achieved overnight, but is adjusted at any time according to the market situation of the target country.

Take Thailand as an example: compared with Malaysia, Thailand has a higher degree of integration between East and West, fashion and design are more avant-garde, consumer groups have diverse needs and preferences, which decides Thailand needs more dimensional brand strategy.

Hai Lan's home is actively introducing the high-end women's clothing brand OVV, the young fast fashion men's clothing brand black whale HLAJeans, to meet the demand of Thailand consumer groups for subdivision fashion.

Therefore, Thailand has become the only country to collect its three largest brands besides China.

Not long ago, Harean's home and the co star series of "the havoc of heaven" were released in the world at the peak.

In the face of consumers of different races and nationalities in the global market, the home of the sea is becoming a common choice for the millennial generation.

Brand new market, brand new star and brand new HLA. This national brand is facing the world with greater cultural influence.