Hai Lan's Home Zhou Jianping: Don't Earn Tailor Money, Take The Brand Road.

It is the operation mode of Hai Lan's home that does not build production plants, outsource manufacturing links, and focus on the construction of channels and brands. We don't have a set of garment making equipment and a garment worker, and the total retail sales of the store have exceeded 10 billion yuan. Let's go into Hai Lan's home today and understand how the home of Hai Lan is "not making tailor's money and taking the brand road".

At the research center of Hai Lan home. Designer They started next year. clothing The design discussion is different from other enterprises. Part of the design of Hai Lan's home is provided by external suppliers, and then sent to the designers at headquarters for deletion. Speaking of the current work, Hua Liping, Minister of the T-shirt Department of Hai Lan's home, said, "we are now discussing the main direction of 2014, and some information about Japan and Korea will be exchanged immediately. We will modify the design proposal provided by the supplier and give the leading opinion. We will do the sales analysis every month, and we will have a good grasp of which products are marketable.

Zhou Jianping, chairman of Hai Lan's home, said in an interview that production is no longer the driving force for business growth in the current environment. What Hai Lan's home needs to do is to manage its brand and build a platform. Pure brand is hard to break through. Pure platform is another mode. I believe that "brand + platform" will have a good growth and performance in the next few years.

At present, Hai Lan's home has nearly 2800 chain stores nationwide, covering more than 100 provinces and cities throughout the country, but none of the clothes sold in these stores is produced by Hai Lan's home. Aiming at the developed clothing production capacity in South of Jiangsu area, Hai Lan's family tried to outsource the production chain many years ago. Now, more than 200 factories have undertaken the manufacture of all clothing stores sold by Hai Lan's home. It is understood that with the expansion of the market, the total retail sales of Hai Lan's home this year is expected to reach 12 billion yuan, with an increase expected to exceed 50%. By mastering R & D and sales, Hai Lan's home has achieved a magnificent turn from traditional manufacturing to modern service.