Hai Lan'S Home Will Fine Product Development And Accurately Locate Customer Needs.

Mergers and acquisitions, capital restructuring, the sale of subsidiaries, IPO listing, the separation of clothing industry, repositioning... Clothing enterprises frequent movements, only to accelerate the pformation and upgrading of the garment industry.

As the capital operation of garment industry is "more quantity" and "faster frequency", the capital, operation, scale and "level" will also be promoted simultaneously, so as to better promote industrial integration and upgrading.

Hai Lan's home, which is known as "men's Wardrobe", repositioned the brand and made new development for the clothing industry.

Hai Lan's first quarter earnings report

According to China clothing network reporter, Hai Lan's home business income in the first quarter of 2017 was 5 billion 158 million yuan, an increase of 0.55% over the same period last year. The net profit attributable to shareholders of listed companies was 1 billion 10 million yuan, an increase of 5.47% over the same period last year. The net profit of shareholders attributable to listed companies after deducting non recurring gains and losses was 1 billion 1 million yuan, which is 8.41% higher than that of the same period last year.

Among them, Hai Lan's main brand revenue was 4 billion 370 million yuan, down 0.6% compared with the same period last year, and the income of women's clothing brand AI rabbit was 197 million yuan, an increase of 55.3% over the same period last year.

Hai Lan home brand 2016 revenue data

From the data, we can see that the income growth of Hai Lan home has slowed down, but the women's clothing brand loves to live in the rabbit.

The income growth of AI Ju rabbit not only performed well in the first quarter of 2017, but also showed certain advantages in the 2016 annual report. In 2016, business income increased by 67% over the previous year.

According to Haitong Securities Analysis, in recent years, haorian's family has gradually targeted young consumers, which will enhance the quality and design of clothing to conform to the current youth fashion trend and to further differentiate products in different regions.

The plan was implemented in March. Hai Lan's home launched a series of cotton and linen and invited Lin renewal to endorse, and advertising to subway stations in major cities.

This action has aroused great response from young consumers. Some netizens say that the world is changing, and the advertising style of Hai Lan's home has also changed.

Linen update: cotton and linen series

This change has much to do with Zhou Lichen, the new president of Hai Lan home in 2 this year. Zhou Lichen entered the Hai Lan's home in 2012 and took over the advertising business, changing the advertising strategy, linking the advertisement with the TV and the Internet, becoming the exclusive patronage of the running brothers, the most powerful brain and the joint sponsorship of the masked singing and Mars intelligence agency.

The brand IP frequently appears in front of consumers.

Zhou Lichen also gradually changed the brand positioning strategy, making it more suitable for consumers after 80 and 90.

Gao Hao, director of the global family business research center of Wudaokou Institute of finance, Tsinghua University, once said, "when Zhou Lichen takes over the president of the group, on the one hand, he should consolidate and consolidate his group's business, innovate in the traditional garment industry and play the role of successor. On the other hand, as a strategic thinker, he will consider how to enter the field with greater market potential and development space to realize the strategic pformation of the enterprise."

China Fashion net reporter interviewed fashion brand and business model research expert, Zhu Weiming, executive director of the international fashion Research Institute of Zhejiang Sci-Tech University, said that the traditional brand lacks of youth, lacks experience, lacks effective communication, and is hard to keep customers fresh. In the personalized Internet era of fragmentation, the tide brand, the original, the net red IP and so on become the label of consumers in this era. The clothing enterprises do not change the traditional operation mode and operation mode, and it is hard to arouse consumers' attention and resonance.

As one of the traditional brands, Hai Lan home has seen changes in its problems, whether in the mode of operation or in advertising investment, which is close to the millennial generation, and has aroused great response from young consumers. This is a success.

In the future, Hai Lan's home will fine product development, accurately locate customer needs, and is expected to try different styles through the new brand.

It is reported that in the 8-10 month, Hai Lan's new brand will be launched one after another.

(men's wear), tide card (men's wear), home Museum (similar to zarahome), children's wear (launched in the house of love rabbit) will have a pilot project, hoping to get feedback from the pilot, in order to more clearly identify the direction of the new brand of Hai Lan's home.

The first quarter of 2016 and the first quarter of 2017

The brand has a strong performance and the future is expected to maintain a relatively fast growth. Hai Lan's home should seize this advantage and actively accumulate experience in the operation of women's clothing, and absorb talents from the domestic women's clothing industry to further enrich the brand line of women's clothing, not only in line with the direction of the new brand hatching, but also open up different styles of clothing and expand the market to a wider range.

"The source of money is endless and the business is in full bloom." through professional and efficient work, Shang GE technology has carefully evaluated the experts of the bid evaluation committee, and finally confirmed the successful bid of RFID label purchase project of Hai Lan home.

In 2017, the bidding of the RFID label supplier of Hai Lan home will be held successfully. With the advantages of many technologies, Shang GE technology has successfully become one of the RFID label suppliers of Hai Lan home.

The scale of the electronic label procurement project is up to 150 million. The RFID project of Hai Lan home will have a tremendous impact on clothing and other retail industries, and bring more convenient, fast and intelligent service experience to consumers.

"Hai Lan home" is the clothing brand of Hai Lan's home Limited by Share Ltd. Since its launch, the new marketing mode of China's clothing market has been triggered by the new marketing mode of nationwide chain, super large scale and men's wear. Its high quality market positioning, many styles, all kinds of goods selection, no interference, and self-service style of buying have won the welcome of consumers, and has created the distinctive brand image of "Hai Lan's home - the man's Wardrobe".

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