Hand In Hand China'S "Ball King" Hat Trick, Hai Lan Home Layout Sports Plate Can "Go Out"?

Recently, Hai Lan's home has been announced by official micro-blog: Wu Lei, a Chinese player who plays Spanish football club in Spain, has become a new spokesman. And just last month, Hai Lan's home has just signed hands with the top three Chinese giants, Beijing Guoan, Shanghai port and Shandong Luneng, signing up as the official partners of the three major clubs. It is not hard to see that in 2020, Hai Lan's family will continue to join forces with the sports industry.

Marriages with football to attract hardcore fans

Prior to this, Chinese player Wu Lei scored a valuable goal in the match with Barcelona to help the Spaniard get a valuable point. At the same time, it became the first Chinese player to break the Barcelona goal in history. This goal has caused the collective boiling of Chinese fans thousands of miles away.

The official micro-blog of Hai Lan home wrote: he took up La Liga to write a new chapter of Chinese players. He has created many records and is a real Chinese champion. He is the first Chinese player to break the Barcelona goal. Hai Lan's new spokesperson Wu Lei 。

From the top three clubs in the hand to the official Xuan Wulei endorsement, Hai Lan's home layout in China's football field is swift and violent. It is not difficult to see that The prelude of cooperation between Hai Lan's home and Chinese football has been opened, and the brand belief of Chinese men's clothing on Sports in China is being fermented.

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

This huge group is very attractive for any clothing brand. Fans behind the China Super League have made Hai Lan's home want to dig hard nuclear fans' spending power, thereby enhancing public awareness and developing the football industry.

This global movement of football has a broad mass base in our country. According to statistics, 73% of the fans in China are men. The main fans group age is 30~39 years old, and the number of young fans is also growing rapidly. These people are the main audiences of Hai Lan's family, which started with men's wear. As a result, halang's home, Wu Lei, is providing positive clothing and customized services for the top three Chinese super strong teams. Undoubtedly, it is actively promoting the image and status of the brand in the hearts of sports fans, and by attracting more target customers to expand brand cohesion.

Hai Lan's home has said that The cooperation with the three major clubs is only the first step. In the future, we 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.

Retail mode meets bottleneck needs new growth point

Since its backdoor listing in 2014, Hai Lan home has achieved brand awareness and rapid expansion of sales channels by brand positioning and innovative platform + brand chain operation mode.

It is worth mentioning that although the performance of Hai Lan's home has been increasing in recent years, the trend has gradually slowed down and the growth rate has been getting smaller and smaller. In 2014~2017, the net profit of Hai Lan's home was 2 billion 374 million yuan, 2 billion 953 million yuan, 3 billion 123 million yuan and 3 billion 328 million yuan respectively, and the net profit growth rate was 75.83%, 24.50%, 5.74% and 6.5% respectively.

According to Hai Lan's home 2018 annual report, In 2018, it achieved revenue of 19 billion 10 million yuan, an increase of 4.89% over the same period last year, a net profit of 3 billion 450 million yuan, an increase of 3.78% over the previous year, and a net profit of 3 billion 270 million yuan, down 0.63% from the same period last year. Compared with 2017, the growth of three business indicators slowed down across the board.

According to the semi annual report in 2019, the growth rate of Hai Lan's home revenue declined significantly compared with the same period last year. The net profit growth rate is the lowest since the listing, and the net cash flow of operating activities has dropped by 40.60% compared with the same period last year. According to the third quarter 2019 Report 1~9's monthly revenue reached 14 billion 689 million yuan, and its operating income for 1~9 last year was 13 billion 42 million yuan, an increase of 12.63% over the same period last year. Net profit attributable to shareholders of listed companies was 2 billion 616 million yuan, down 0.45% from the same period last year.

At the same time, Hai Lan's home has always been proud of the "Hai Lan home" model encountered unprecedented bottlenecks. This mode of light assets will outsource production links, and stores will be mainly franchising, thus boosting the rapid expansion of Hai Lan's home scale. But after expanding to a certain scale, the growth of Hai Lan's home is slow, accompanied by single store revenue decline, inventory pressure and other issues become more prominent.

Aware of the lack of growth, Hai Lan's home has been making adjustments over the past two years. Replace the spokesperson to create a new product style, get rid of the impression of local flavor, has launched a number of big hot IP joint series, from the havoc of heaven to Blizzard games, hot blood and feelings to integrate modern design concepts; in addition, dig deep into men's wear point, the introduction of sports leisure speed dry series, warm upgrade of the goose down series, has also been highly recognized by the consumer market. Not only in the domestic market, Hai Lan's home from the first class business circle in Southeast Asia, to invite to attend London men's week, the pace of internationalization is also solid progress.