The Market Value Of Hai Lan'S Home Market Is 60 Billion. It'S Time For QQ Users To Set Up A Hai Lan Home.

Affected by the collapse of the US stock market, the global stock market has plunged. Today, A shares have not been spared. Nearly 500 stocks have been down.

However, in a river of blood, Hai Lan's home has risen more than 5% against the trend.

According to today's closing price of 13.25 yuan / share, the market value is close to 60 billion, becoming the domestic apparel retail group, which is next to Anta's market capitalization.

As we all know, the strength of Hai Lan's home is directly related to the recent Tencent stake.

Why did Tencent choose Hai Lan's home?

Today, I saw some people on the Internet who said: the consumer group of Hai Lan's home is the most familiar when Tencent started.

Tencent Inc is changing, and the gene is still there.

That is to say, the target customers of Hai Lan's home have overlapping attributes with Tencent QQ users.

Ma Huateng may be thinking that he is still a group of people, but they are getting older. It's time to prepare for my players.

Although it is just a joke, it is not without reason.

Hai Lan's home, known as a man's wardrobe, is located at the public price. It's not expensive. A long sleeved shirt is about two hundred or three hundred yuan.

Brands can be popular, a bit like those of Baleno, Metersbonwe and Giordano 20 years ago.

Look at the performance of Hai Lan's home in recent years, and indeed can stand the benchmark of clothing industry.

In 2016, its operating income was 17 billion yuan, an increase of 7% compared with the same period last year, with a net profit of 4 billion 100 million yuan.

The same name brand Hai Lan's home is still the main source of income of the group, accounting for about 80% of the total sales.

The number of stores is the most direct manifestation of the rapid expansion of Hai Lan's home. From 2014 to 2016, the number of stores in Hai Lan's home was 3348, 3990 and 5243 respectively.

According to the latest data of September this year, the total number of stores next to Hai Lan's home is 5608.

The number of more than 5000 stores is impressive, but the mode of a large number of shops may no longer be suitable for the development of new economic models.

From the earnings report, the net profit of Hai Lan's home has also showed a downward trend.

In the first half of 2017, Hai Lan's stock had reached 8 billion 675 million yuan, far exceeding its rival seven wolves and YOUNGOR.

In the face of the bottleneck period of enterprise operation, the choice of cooperation with Tencent can also be understood as a new way to find new growth points for enterprises' performance and to disperse high inventory through various channels as far as possible.

With the support of Tencent's strong internet background, the huge offline store network of Hai Lan's home will be activated to bring more users, products and experience, thus turning the burden into resources.

As a Tencent, shares of Hai Lan's home are more likely to compete with Ali in the field of clothing.

In the era of big data, whether it is the new retail of Ali or the wisdom retail of Tencent, the two must do the same thing.

It is to enhance the ability of online and offline data acquisition, analysis and operation to form more accurate consumer "user portrait". Based on this, we can reconstruct the business process under the digital reconstruction line, create better cost efficiency value, and ultimately achieve better realization of online and offline traffic.

But in this business logic, there are several support bases.

First and foremost is cargo control.

For example, now you know who the consumer is, what kind of income level, what kind of purchasing power, what preferences, when and when to shop.

But if there is no way to control goods, timely supply of goods and goods to meet the needs of consumers, what is the meaning of "user portrait"? How can Tencent and Alibaba realisk online traffic online?

And Hai Lan's direct shop is a consignment sale mode with franchisees, that is, Hai Lan's home has the right of commodity ownership, and the franchisee does not bear the risk of unsalable inventory, and the store business is responsible for the business of Hai Lan.

So controlling cargo is no problem.

What they need to strengthen in the future is to enhance their digitalization capability (through technology to open up online and offline members, commodities, payments), import traffic data (online traffic), and integrate an upstream industry chain open supply platform.

Prior to Tencent and Jingdong's stake in vip.com, the Tencent platform users had a huge demand for discovery, discussion and purchase of brand clothing. The deep cooperation with vip.com could better meet the needs and experience of platform users, and also enhance the ability of Tencent e-commerce to achieve liquidity, and achieve the mode of resource sharing.

Joining vip.com and Hai Lan's home, from women's market to men's clothing, Tencent is gradually opening up the field of clothing brand, and this is also the first step for Tencent in the field of clothing.

In the future, we will not rule out that more traditional clothing enterprises will become the "hunters" of Tencent and Alibaba, and become an important module under their new retail layout to seize more offline retail markets.