Hai Lan'S Home Is Calling For A Long Time.

"Only two times a year, Hai Lan's home, every time there is a new feeling."

Hai Lan's home, which is all over the streets and lanes, can be regarded as one of the national brands of men's wear.

Following the chairman of the board of directors in April, "angry" small shareholders, Hai Lan's home has made a big news - sub brand suspected of "plagiarism" ROARINGWILD.

Some netizens laughed and said that after entering the "plagiarizing door", the advertising words of Hai Lan's home may be changed: only two times a year, Hai Lan's home, every time there are new brands.

Change tide depends on "copy"?

"Plagiarism is an art, and Hai Lan's home makes people jealous."

This overnight 100 thousand circle of fiery circle of friends has made the tide brand HLA JEANS of Hai Lan's house fire in a controversial way.

When the tide card was launched in 2017, Hai Lan's home was a lot of thought, and even helped it to win the popular program "fantastic flower".

In the fifth season of the wonderful flowers, its advertising word is like this: HLA JEANS, a trendy card that really wants to be red.

According to Hai Lan's home, the HLA JEANS brand is positioned as the new urban youth in the 1990s and the young people aged 18~35 at the age of three. The products are divided into sports, street and party.

But it seems that it is not easy for the national tide brand to be "out of the top". Hai Lan's home has produced some "other thoughts".

Some netizens pointed out that HLA JEANS's related products were suspected of "plagiarizing" many brands, such as C2H4 and KAPPA's joint jacket, Paris family jacket, Have a good time short sleeve and so on.

The Shenzhen original Chao brand ROARINGWILD, which has been "copied" three products, is also unable to sit still. This group of "attitude" young people even wrote a Rap to DISS Hai Lan's home.

In ROARINGWILD's official WeChat's evaluation video, you can see that the product of HLA JEANS "plagiarism" ROARINGWILD includes a jacket, a short sleeve and a pair of trousers.

On the morning of May 10th, the "daily economic news" reporter called the Hai Lan home, and the company's secretaries general declined to comment on the matter, and the telephone of the company's media advertising department had been in a state of no connection.

The reporter understands, at present, HLA JEANS Tmall flagship store has already set off several products suspected of "plagiarism".

Despite the constant call for respect for originality, Gao Fei, a partner of Shanghai Wen Fei Yong law firm, told the daily economic news reporter that "the plagiarism of clothing samples is difficult to define." in our judicial practice, it is generally considered that the costume design can only be protected as graphic works, and the shoes and garments produced according to the garment design drawings do not belong to the reproduction of the copyright law.

And the garments made according to the garment pattern constitute infringement on the copyright of the fashion model.

But in practice, it is difficult to prove that it is made in accordance with garment pattern, and it also leads to the definition of infringement and difficulties in safeguarding rights. "

The high cost of safeguarding rights is a deterrent to minority brands, and even if the amount of compensation is not high, many small brands often give up their rights through legal channels.

But goofy has pointed out a way: minority brands can apply for the design patent for the overall style of clothing, and prosecute for plagiarism behavior on the grounds of patent infringement.

The chairman had "angry" small shareholders.

The designer of Hai Lan home has not been questioned.

But at the shareholders' meeting held in April at Hai Lan's home, Zhou Jianping, chairman of Hai Lan's home, gave a rebuttal on the spot: "the designers at the highest level are at the home of Hai Lan. They can see the problem from the sales volume. No one exceeds the home of Hai LAN, which means that we are the best now."

As for the shareholders' meeting, Hai Lan's home has also received many "ridicule".

Zhou Jianping, the chairman of the board of directors, is rather famous. "If you are strong enough, you are the chairman of the board". "If the revenue does not exceed that of Hai Lan, it will not qualify us to question us. No one is allowed to question Hai Lan's inventory problem!"

What's wrong with the inventory of Hai Lan's home?

The daily economic news reporter learned that the end inventory of Hai Lan's home in 2014 was 6 billion 86 million yuan, accounting for 49.33% of that year's revenue.

In 2015, the number increased to 9 billion 580 million yuan, and the company explained that "business scale expansion + warm winter climate caused sales unexpected".

In 2016 and 2017, although inventories declined, they were 8 billion 632 million yuan and 8 billion 493 million yuan respectively, but the inventory revenue ratio was still over 45%.

By the end of 2018, the end inventory of Hai Lan home increased by 11.55%, up to 9 billion 474 million yuan, accounting for 49.63% of the current operating income.

And the male and female wolves and the birds of prey were 27.44% and 26.37% at the end of 2018, respectively.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. told the "daily economic news" reporter that in the small scale of Hai Lan's home, the light asset mode is indeed conducive to the integration of suppliers and distributors.

"Retail stores are divided into brands, suppliers and channels." Hai Lan's brand is a brand name business. Suppliers do a good job in goods supply and inventory recovery, and channel operators are responsible for channel investment. Hai Lan's home can be used to leverage resources and leverage industrial resources without investment.

The secret of Hai Lan's stock is so high that it depends on its asset pricing mode.

According to Cheng Weixiong's explanation, "as the retail scale of Hai Lan home continues to expand, the risk of product inventory recovery from its suppliers is increasing, forcing Hai Lan's home to continuously increase the proportion of its own purchases, requiring brand owners to undertake their own inventory".

From woollen mill to clothing leader

"Black, red and black" Hai Lan's home and Zhou Jianping have actually been regarded as "textbook" of entrepreneurship.

As of September 2018, there were 5.9 enterprises in Jiangyin, of which 2.1 were manufacturing enterprises, according to the China economic times.

In the ranking of the basic competitiveness of the county economy, Jiangyin ranked first in the fifteen year, and is known as "the first county in China's manufacturing industry".

In such an economic environment, Zhou Jianping, one of the pioneering entrepreneurs in Jiangyin, is one of them.

In 1988, Zhou Jianping, 28 years old, took 18 workers with 300 thousand yuan personal savings to contract Jiangyin Xinqiao third woollen mill.

What is the meaning of 300 thousand yuan deposit in 80s? When you know, a million yuan is enough for many people to envy.

After several years in the wool mill, Zhou Jianping found that the worsted market is a "Jinshan" which has not been extensively exploited.

So he changed his strategy to develop worsted business and set up the third fine wool mill in Jiangyin.

Success comes suddenly, but it is reasonable.

By 1994, the annual sales of worsted products of wool mills exceeded 1 hundred million, becoming the rising star of the domestic wool textile industry.

In the same year, Zhou Jianping founded the Jiangsu San Mao Group Company, which is the predecessor of Hai Lan group.

Over the next few years, Zhou Jianping's entrepreneurial path went further and further. First, group sales broke through 1 billion yuan mark, and then stride into the capital market.

The title of "the richest man in Wuxi" was on top of the head. Zhou Jianping even threw 7 million yuan in 2001, and invited Tony Leung to shoot an advertisement.

Perhaps at this time, Zhou Jianping's ambition could not be hidden.

In 2002, the Japanese inspection tour, especially the brand model of UNIQLO, completely ignited Zhou Jianping's determination to dream clothes circle, so the brand of "Hai Lan's home" was born.

Within a year, "Hai Lan's home" has appeared in dozens of cities across the country.

Zhou Jianping opened the door of men's wear retail with the sales mode of self purchase and shopping.

In April 2014, Hai Lan's home was reorganized and listed. At the end of that year, the number of stores was more than 3000, and it was distributed in more than 30 provinces throughout the country. The annual operating income was 12 billion 338 million yuan.

From the woolen mill with only 18 workers to the clothing leader with a market value of more than 40 billion yuan, the home of Hai Lan, the most popular market, gave Zhou Jianping the courage to "challenge" UNIQLO: in September 2014, at the investor meeting of Hai Lan's home, Zhou Jianping threatened "I want to fight with UNIQLO!"

But now, the challenge has probably been spent most of the time.

Because the growth of Hai Lan's home business has slowed down in recent years.

In 2018, Hai Lan's home revenue and net profit respectively increased by 4.89% and 3.78% compared to the same period last year, and these two data also exceeded 70% in 2014.

The year of restructuring and listing became the most brilliant year of the growth of Hai Lan's family.

Author: Yang Bin