Hai Lan'S Home Makes " The Old Man'S Wardrobe &#34 Becomes " The Young Man'S Wardrobe " How Long Does It Take?

Men's wardrobe also ushered in the "midlife crisis".

"Men's wardrobe, Hai Lan's home, two times a year, you can! "

? ? ? A few years ago, Yin Xiaotian, wearing this striped short sleeve, shouted the magic dance on the major channels, and let the "local flavor" and "kill Matt" resound in the north and south of the Chinese clothing industry. It seems that as a man, there is not a sea Lan House in the wardrobe. You can't even get a success. After a few years, Lin is still shouting this sentence. He is wearing a plain, low-key striped suit and captured. The hearts of thousands of girls failed to block the doubts and bad comments on the quality, price and style of clothes, so that the home of Hai Lan, who played the "man's Wardrobe" sign, was once again caught in the wind.

Following 2017 and 2018, the formaldehyde content of flat shorts exceeded the standard, and the long sleeved knitted sweater was found to be unqualified. In the 19 years and 315 nights, the quality was unqualified and so on. After a series of problems appeared in the public's vision, the decline of the financial report and share price also showed the dilemma of Hai Lan's home in marketing. According to the results of the financial report, only in the first half of 2019, Hai Lan's home sales net interest rate was 19.70%, which also hit a new low of 3 years. On the stock price, Hai Lan's home continued to fall around 5.9 yuan per share in June 24th. Since May 2018, the price of Hai Lan's home has fallen for nearly two years, or nearly 65%.

Sometimes the reality is so magical. Yesterday, the enemy who shouted, killed and killed, shook himself into a teammate for today's hands. But a few years ago, it can be visited two times a year, and it is sold by people to sell the "local flavor", but the sale of the Hai Lan home, which has broken the record every year, is now being laughed at by netizens, "visiting two times, buying at once, going back at a time", so that people can avoid such a man's wardrobe.

For product quality, it is not 100 points or 0 points.

"Lin's body is really handsome. I pulled my boyfriend to buy it. Unfortunately, he didn't have that figure. He didn't wear it out. "My colleague Xiao Liu's face says sorry," he could still see, but the quality was not very good. There were many threads in it. And I personally feel that this quality is not worth the price, rather expensive. "

"Quality is really not too good. 315 years ago, did we still criticize it by name? "Li Ming said," I bought a pair of trousers and a shirt on their WeChat applet. Before they got the two holes, they began to fade. Once they were washed, they began to fade. They also started to play the ball. They also asked the customer service people to ignore it. "

Even Zhao Fuguo, 55, said, "Hai Lan's home? Bought it! It looks good. It's the suit pants. I bought a bigger one specially, and it didn't wait for several times to break it. Clothes are also taken back and washed. After washing, they are deformed and can not be worn at all. "

"... "

Customers have different opinions, but they cannot get away from the key word "quality". And this has been the point that Hai Lan's home has been criticized in recent years. Many people feel that the quality of the clothes of Hai Lan's home is not so good. Even on the Internet, there is a random search of the quality of the Hai Lan home.

Even the CCTV and the Quality Supervision Bureau have criticized the problem that the clothes of the LAN LAN house are not qualified, but "men's Wardrobe" is very tough. There was a problem with the clothes. It was because the customers had been washed out and had no relationship with the quality of our products. The customers complained that the family of the sea LAN still went their own way.

Throughout the ages, many enterprises have learned from the lessons of blood that the quality of products will eventually lead to the loss of the company's market and then lead to the survival crisis of the company. But the home of Hai Lan has acted arbitrarily, and the negative response to quality problems has resulted in word-of-mouth worshipping of consumers and the accumulation of clothes, and there is no need for everyone to laugh at "buying once and going back at once", and the company's share price and marketing volume are rickety in the wind and rain.

Getting rid of the title of "old man" is a little difficult.

"Actually, my dad used to like to buy clothes there," said Xiao Li, who had once patronized Hai Lan's home several times. "I've been there several times before, but at that time I felt that clothes were just for the middle-aged and old men to wear, the Striped T-shirts and the old men's vests, like the dark blue suits worn by the house agents. They were very good, but my father, their middle-aged people, especially loved them. But the first two days did not feel the same as before. On the hangers, there were quite a lot of fashionable white T and shorts that young boys loved to wear. They felt younger, but they felt very slow in updating. They went to the shelves for two or three times, or those clothes did not change, and gradually the young people did not like it. And he doesn't like clothes on my coat hangers. "

This is precisely the dilemma faced by Hai Lan's family, which is known as "man's Wardrobe" in recent years. The characteristics of its own brand are single, and the costumes and colors are out of date. At the very beginning, only the middle-aged and old customers are frequented. Facing the escalation of consumption upsurge and the consumption trend of young people as main force, Hai Lan's home has to feel the danger and turn to the consumption area of young people. Replacing Lin renewal as spokesperson is the first step.

Hai Lan's home specially invited the advertisement queen Xu Shunying of Taiwan to handle the brand advertisement. Please update Lin to take a group of cool fashion fashions, which completely upset everyone's impression of Hai Lan's home with the smell of "local flavor". From Yin Xiaotian to Du Chun, Lin Xin, Chen Xiao and so on, Xiao Lan's family is trying to break through the psychological positioning of the old man's wardrobe.

But regrettably, although the home of Hai Lan is trying to get rid of the title of "old man", it wants to make itself a "wardrobe for young men". In Tmall's online store, it has made drastic reforms and invested a lot of money in advertising for variety shows, but because of the miserly investment and the special large backlog of inventory mode, the clothes sold under its brand line are lagging behind. The pattern and style are also outdated and old-fashioned. They are not treated by the young people.

In order to meet the needs of consumers, the general clothing enterprises need to constantly innovate and keep up with fashion trends. But lagging behind all kinds of fast fashion brands, the Hailing house, which has no advantage in price, is dragging on the heavy burden of high inventory. It is hard for us to build a brand new, but it is hard to even improve the business model that has been fixed. If you want to get rid of the title of "old man" in a short time and let the "old man's Wardrobe" become "the wardrobe of a young man", it will be a great test for the family of Hai Lan.

In the age, youth is immeasurable.

With the fading of traffic dividends, consumption upgrading has become a trend. Today, when the Internet is changing rapidly, if the product can not keep pace with the times, consumers will still not buy it. Hai Lan's family, which is suffering from the "midlife crisis", does not have the design of its own brand, nor does it have the support of a strong online business. Although it intends to deal with the crisis of the current stagnation of the enterprise with the "younger" strategy, the brand's marketing resonates with the young people, but eventually it has already made rapid progress because of the high price and questionable quality and the outdated and old-fashioned design. The decline of brands is a long time ago. This era is no longer the era that the old generation of the old rule of tradition has been guarding.

For example, under the impact of the clothing brands such as UNIQLO, ZARA, HM and so on, the Korean clothing house, which is also based on clothing, has not only disappeared with the tide but disappeared in the wave of fast selling brands. Instead, it is getting bigger and bigger by virtue of its youthful and trend oriented advantages. A lot of money can be used to train designers and adjust the styles and styles of clothing according to market trends and trends, so as to cope with the changing market and fashion trend. At the same time, the Korean clothing house seized the quality of its own clothing and made high standards and strict requirements for the production line. Once the quality of the clothes was returned, the Korean clothing house had a large number of valued young fans, and the company's turnover increased steadily.

Believe it or not, the world at the moment is entering the era of unprecedented youth. As the main force of the new generation, the young people are catching up with the high point of the consumer market with the speed of thunder. Only when we grasp the trend of the market and constantly make changes and cater to the needs of consumers, can the clothing industry better face the impact of sina's tide and remain standing in the waves of history for a long time, becoming a classic and weathervane of the times.

For Hai Lan's home, there is still a long way to go for transformation and exploration.