A Sale Of 40 Million Live Broadcast, Hai Lan'S Home Has Become A Benchmark For The Apparel Industry'S Cross-Border Joint Name.

At the beginning of 2020, both at home and abroad experienced a great change in history - the "new crown epidemic". Let the tense market environment fall into the bottom, and all trades and professions are facing great challenges. As a retail oriented garment enterprise, it has been hit hard. The major business circles are closed, and transportation is inconvenient. The major enterprises in the industry are innovating models to find new growth points. Today, I would like to talk about the fashion model of the cross border clothing industry.

In recent years, the practice of brand joint IP is everywhere, especially the IP with great heat or vitality. Its huge potential value has become the consensus of the market, and the major brands will inevitably carry out joint names with IP. Observe the recent two years, the clothing industry crossover joint name, it is easy to find that Hai Lan's home is undoubtedly a paragon of cross border success.

Last year, haily Lan's home and the most widely spread of the traditional culture of the heavenly palace were IP, which reached a considerable understanding of this IP when they came to a seven or eight year old child. As a traditional offline clothing brand, Hai Lan house itself does not possess such a "story". The combination of this national super IP and the fashion field has successfully triggered the emotional resonance of the Chinese people.

At the same time, Hai Lan's home is targeting the hot spot of young people, blizzard. As a game that once occupied most of the 80 and post-90's, Blizzard's World of Warcraft is not only a game, but also bears the role of empathy with consumers, especially in the mainstream male consumer groups.

As a result, Hai Lan's home has explored the potential plot in these IP, not only has aroused strong repercussions on the social network, but also promoted the potential consumer group, and some people have become the new powder of Hai Lan's home because of this cooperation, which effectively stimulated sales and brand "out of the loop".

The success of a IP joint is ultimately judged by the profits it can bring to the enterprise. The most intuitive performance is reflected in the three quarter 2019 earnings report. In 2019, the total revenue of Hai Lan's home business in the three quarter reached 14 billion 600 million yuan, up 10% over the same period last year, and net profit to the parent company was about 2 billion 600 million yuan. In the third quarter, the revenue of Hai Lan's home revenue was particularly obvious, up by 30% over the same period last year, and realized a revenue of nearly 4 billion yuan.

Perhaps it is tasted the sweetness of IP's joint name, and Harean's home has further explored its connotation on the basis of the two big IP of "blizzard" and "havoc heaven Palace" in 2019. Based on these two series, in April 3, 2020, Hai Lan home released three new series of "Bruce Lee", "black cat Sheriff" and "Ninja Turtles". At the same time, the innovation mode of Hai Lan's family during the epidemic period opened a new live broadcast conference. Invited the popular goddess Liu Yan to cooperate with Yang Di, and more President Zhou Lichen personally came to the conference to cheer for the conference. In the same way, with the achievement of wheel hero, a live broadcast brought 40 million sales to Hai Lan's home.

Hai Lan's family is full of efforts to deal with the joint IP. Careful readers may have noticed that Hai Lan's home has adopted the "interlocking" cosmological style in the choice of IP, which is different from the practice that many brands have done to the joint IP "disposable". In the same mood, they continue to extend IP last year and connect different IP. 。 After all, the cosmological universe is the integration of different superheroes into a cosmic timeline, thus creating the box office miracle of the avenger League 4.

Hai Lan's home is firmly in the leading position in the garment industry with its huge volume, excellent operation mode and high profit level. At the same time, according to the direction of the market, continuous learning, progress, growth, growth, and out of a way of their own king!