Hai Lan'S Home Raising Line, Mining New Needs, Solving Problems Under The Epidemic Industry Self-Help

The solution of Hai Lan's brand, Hai Lan group's brand, can provide a model for the garment industry to resume work and save itself.

During the Spring Festival of 2020, many industries were impacted unprecedentedly, and the clothing industry was no exception. As a typical seasonal economy, the Spring Festival is the key node of the winter clothing digestion. After that, it is a new important moment for spring clothing. The sudden outbreak interrupted the sales rhythm of the clothing industry. This will become the turning point of the garment industry. Pessimists will start to be dormant, and the optimists are looking for the direction again.

At present, the epidemic situation has been preliminarily controlled. Despite the pressure of rent, cash flow and manpower costs, most garment enterprises are still optimistic about the positive response. Some choose to see the international bravery, and others choose to stick to the domestic position to fight the economic defense under the epidemic situation. For example, Hai Lan's home to carry out an orderly resumption of production and resume work, stimulate domestic demand and enhance industry confidence. As someone has said, "what we need most now is a spark, so that we can see more hope and stick to it."

?? Re employment and epidemic prevention to stimulate market consumption intention

The challenge facing the garment industry is, first of all, the difficulties of supply and the decline in consumption intention. Because of the closed regulation in many towns and townships across the country, a large number of migrant workers failed to return to their posts in time. Half a year after the outbreak, the state has promoted the resumption of production and production in key areas of non epidemic prevention and control, providing stable supply for the market, but there is no slack in the huge return flow. The labor intensive clothing enterprises are always keeping the sense of crisis. Hai Lan's home has launched the "point to point, one-stop" customized direct chartered service, and the sea lanren rework. The driving route avoids key areas. The rear area of the vehicle specially sets up an isolation zone to prevent accidents from happening, and then gets on the train through action track examination and temperature detection, so as to ensure the health and safety of every employee.

Recently, many domestic apparel enterprises have opened their stores, but the epidemic has already affected the consumption intention of the market, and the sharp reduction of passenger flow under the line is still continuing. Clothing companies have tried every means to strengthen the store epidemic prevention work, dispel consumer concerns. From no dead corner to maintain ventilation at any time, from the staff temperature monitoring to wear masks all the time, the 5000 stores nationwide gradually resumed the business of Hai Lan home, the health of consumers in the first place.


Fully improve the online channels, mining new demand points.

In the long run, the epidemic will bring innovation opportunities to garment enterprises and industries. In response to the epidemic situation, many garment enterprises adjust their thinking in time, transform from past store drainage to sending products to consumers, pay attention to the optimized layout of online channels, and increase the thinking and exploration of new retail mode. At present, online is becoming the focal point of some clothing brands.
The layout of the business matrix of Hai Lan home has played a role. In recent years, its online business in Tmall, Jingdong and micro mall has maintained a strong upward trend. It has also entered the US group earlier, and has achieved rapid online shopping within 1 hours. This time with offline stores to achieve collaborative operations, store sales personnel active contact with consumers, online open up the second sales front. Hai Lan's home relies on the strong foundation of online channels and the continuous output of community operations to alleviate the impact of the epidemic on the sales side.
The unexpected outbreak left the fire in the Spring Festival holiday that should have been "Carnival chopped hands". Half a year after the epidemic, how to tap new demand points has become a pressing problem for garment enterprises. The epidemic makes many people's new year's wishes become "hope to restart 2020". Hai Lan's home has a deep insight into this group of people's psychology, with "2020 restart plan" to help restart work, and encourage consumers to start again. The overbooking of the pre-sale coupons, the reduction of $100 per 300 yuan, and the non full capping on the top of the tickets result in a panic buying rush. During this period, Hai Lan's family launched the spring series, from business to leisure to light sports style, to meet the new wave of consumption demand brought by the warmer temperatures and the return of work. These actions activate the spring clothing consumer market, bring tangible benefits to consumers, and to some extent, boost industry confidence.
The epidemic has amplified all kinds of crises that the clothing industry may encounter. In the short term, enterprises need to "survive", but in the long run, "thinking change" is the root of "survival". To exercise flexibility and flexibility and enhance customer stickiness is an important way to resist risks and everlasting prosperity. We are also pleased to see that many excellent clothing enterprises like Hai Lan's family have confidence and ability to turn danger into opportunity. With their driving force, whether the Chinese clothing industry can get freshmen through the baptism of the epidemic situation, we will wait and see.