Performance Inventory Double Pressure Men'S Leading LAN Hai'S Home Glory No Longer?

The most famous homemade brand that focuses on men's clothing is Hai Lan's home, positioned as a man's wardrobe. However, as the home of men's wear leading the sea LAN, now encountered some difficulties.

According to the news, Hai Lan's home announced its first quarter earnings in 2020. Data show that during the reporting period, the company achieved operating income of 3 billion 848 million yuan, down 36.80% compared to the same period last year, and realized net profit of 295 million yuan, down 75.59% compared with the same period last year. Related business data showed that the revenue of the Hai Lan home series and San Keno brand declined.

In recent years, the sales share of Hai Lan's home market has been declining gradually since 15 years ago. Under the predicament of high inventory, no increment and poor performance, the road of Hai Lan's home is becoming more and more difficult. What will be the national brand that has once been popular in the north and south?

Speaking of the impact of the epidemic, the entire garment industry has been hit. Hai Lan's home is only experiencing a decline in performance. Compared with the performance loss company, it can be said to be unsatisfactory.

With the advent of the epidemic control, the resumption of work and the growing demand of consumers, the apparel retailing profession has also ushered in a new round of profit. Along with the close of 618, Hai Lan's home has begun its own marketing campaign, and has launched a full range of activities on major e-commerce platforms.

Wang Yaoqing, the new spokesman for Hai Lan's home, has recently been liked by many audiences. Since playing the role of two rich uncle in the next stop is beautiful, it has become a national uncle. As the spokesman behind it, the exposure of Hai Lan's home has also been greatly improved.

In addition to the decline in performance, the most talked about market is its inventory problem. According to the recent annual report, the inventory of Hai Lan's home has reached 9 billion as of the end of last year.

At the shareholders' meeting, there were small shareholders asking questions about high inventories. However, chairman Zhou Jianping did not respond positively. Instead, he said that the revenue did not exceed that of Hai Lan's home, and he was not entitled to question. "No one is allowed to question Hai Lan's inventory problem."

I have to say that Hai Lan's home is a very interesting clothing brand. Its layout is very large and its ideas are very unique. In general, clothing brands design their own products. Hai Lan's home is different from others.

Hai Lan's home, basically does not design products, but commissioned by the factory production. Suppliers design products, Hai Lan's home to sell. And getting goods does not necessarily have to pay the full amount, which can reduce the pressure of funds. In production, it is a very direct way.

Sales, and distributors and franchisees together to form a sales channel. Franchisees only need to pay a certain amount of franchise fees, management matters can be entrusted to the management of Hai Lan's home, only to share revenue. Hai Lan's home can continue to open shop with the membership fee. This business model is very advanced. Hai Lan's home and franchisees benefit from each other and make the best of both worlds.

Today, although Hau Lan's home stock is up to 9 billion, there is still no discount. In order to improve the turnover of commodities, Hai Lan's home is actively developing the business of electronic commerce, promoting the integration of online and offline channels, and the proportion of online sales has increased year by year. For the future, the main battlefield of Hai Lan's home is also an unsolved mystery.