Again, "New Friends", Hai Lan'S Home Is Smart Enough!

In the past, sportswear and leisure wear brands have become the protagonists of sports events sponsorship, while formal sponsorship of sporting events will be refreshing.


Recently, the National Men's wear brand Hai Lan home has been announced as the official partner of Beijing Zhong He Guoan Football Club, Shanghai Shanghai Port Group football club and Shandong Luneng Taishan football club. The three clubs are strong enough to shine in every league.


Football has always been one of the sports events that attracts much attention from the Chinese people. Earlier, the exclusive new media copyright operator of the Chinese Super League, PP Sports Union Suning big data, has released the "2019 super season watching match data report". The data show that the 2019 season super league matches have increased by 12.1%, reaching 1 billion 599 million passengers.


Fans behind the China Super League have made Hai Lan's home want to dig hard nuclear fans' spending power, thereby raising public awareness and developing the football industry on the agenda.


In fact, as early as 2011, the German luxury brand HUGO BOSS became the official dress sponsor of the German national team. It was a forward-looking combination of sports and fashion brands. Following that, Italy luxury brand Giorgio Armani designed a full set of sportswear and formal clothes for the Italy national team at the London Olympic Games in 2012 to promote the development of football.


The cooperation between the Hai Lan home and the three Super League clubs is tailored for the Chinese super players. It can not only make use of the brand strength to build the excellent formal dress, but also help the sports power dream. On the other hand, it can also narrow the distance between the players and the fans, boost the brand's influence and achieve better development.


Hai Lan's home side said that this cooperation is only the first step. In the future, it will increase the R & D efforts of sports and sports products, and use the better version and fabric to make Chinese men's favorite clothes and promote the development of the national fitness business.


Before the "nine hundred million girls' dream" Lin updated the endorsement, Hai Lan's home gave the impression that "two times a year, buy a retreat once".


In recent years, Hai Lan's home has continuously promoted brand influence and reputation by focusing on brand, product and marketing nodes through advertising, celebrity endorsement and other marketing models.


According to the 2018 financial report, Hai Lan's annual advertising investment cost reached 627 million yuan, accounting for 34.86% of the total revenue. Through the display of fashionable and complete categories of stores, we create a "man's Wardrobe" consumption experience. Cross border marketing, creating a younger IP, and the animation "the havoc of heaven" joint name, further open personalized roads, set a distinct brand image among consumers. The variety shows, such as "the wonderful works" and "the next station legend", are strongly encouraged to attract the attention of young consumer groups, expand the brand radiation crowd, realize the rapid spread of brand depth and breadth, and promote consumption transformation. The United States platform, online and offline, combines the beauty scene of the group life, promoting the layout of the store and enhancing the user experience.


Planning marketing activities such as "annual goods Festival", "3.14 men's Valentine's Day", "6.18 father's Day" and other offline marketing activities, making full use of WeChat, micro-blog and other social platforms to convey product information and brand culture to consumers, and deepen emotional exchanges with consumers. Keep up with the short video trend, make use of the short video APP, such as "jitter" and "fast hand", to complement each other's short videos, and enhance the content channel dissemination by pushing the text, video and so on, and promote the complementary advantages of each format.


It is noteworthy that in 2018, Hai Lan's home revenue was 19 billion 90 million yuan, a 4.89% increase over the previous year and a net profit of 3 billion 455 million yuan, an increase of 3.78% over the previous year. Hai Lan's home "betting" a variety of marketing methods, perhaps its escape from the "country of taste card" secret.