Fashion "Sub Brand" Rise, Hai Lan'S Home Will Introduce Men'S Wear Sub Card And Children'S Wear.

With the conclusion of the first quarter, the clothing listed companies in Shanghai and Shenzhen two cities have entered the preparatory stage of performance disclosure. For the performance of listed companies, the industry believes that with the growth of young customer groups, fast fashion consumer goods are rising rapidly.

There is a view that in the downturn of consumption, some brands are becoming younger and younger, and the trend of rapid growth of niche brands is more in the market segments.

The layout of differentiation has made positive progress.

Reporters here also know that, as a leading local men's wear.

By the time limit of the Spring Festival this year, the pre holiday sales, which were reduced by about 10 days compared with last year, were also in the off-season.

Even before the Spring Festival, the growth rate is about 40%-50%, but after the festival is negative growth, the average sales income is generally 1 and February.

However, in the eyes of market analyst Xue Yuan, the core competitiveness of Hai Lan's home lies in its brand operation capability, including brand positioning marketing, product planning and selection, terminal channel management, and background system building.

Through continuous efforts and iterations, Hai Lan's home gradually has strong brand influence, cost-effective products, excellent store performance and efficient backstage support system.

It is these capabilities that enable the company to have the right to speak and control in the process of cooperation with manufacturers and franchisees, and to promote the healthy operation of the entire supply chain.

Xue Yuan introduced the retail sales of terminal stores. In 2016, the average brand store efficiency of the main brand "Hai Lan home" amounted to 6 million 430 thousand yuan (accounting for only 184 stores in December), with an average business area of about 35 thousand yuan per square meter.

According to our investigation, the efficiency of some three or four line cities can reach 5-6 yuan / square meter, which is higher than most domestic clothing brands, and is close to that of Zara, UNIQLO and other international fast fashion brands.

Xue Yuan also revealed that in order to meet the needs of more consumers and open up other markets in addition to the main brand, Hai Lan's family plans to launch a number of new brands along the line of internal cultivation and extension of acquisitions, and constantly expand product styles and product categories. Currently, the main direction of new brands is men's wear and children's wear.

Reporters learned that Hai Lan's home in the second half of this year will introduce a more fashionable and cost-effective menswear sub card.

According to the characteristics of the selected subdivision consumers, we choose product design style, sales channel, shop display and service, brand marketing mode and so on, presenting a completely new feeling with different styles of "Hai Lan home".

The launch of the new brand is led by Zhou Lichen, the son of chairman Zhou Jianping. The brand incubation process of the company is expected to accelerate.

Since February 2017, Mr. Zhou Lichen has successively served as the group president and vice chairman of the company. He is mainly responsible for product design, self supply chain construction, marketing and information center construction.

Xue Yuan analysis, relying on industrial accumulation and innovative thinking, the new brand building team with Zhou Lichen as the core will select and subdivide the target audience to tailor the brand new fashion men's clothing.

Over the past two years, Mr. Zhou Lichen has led the brand innovation and youth reform of Hai Lan home, including changing traditional marketing methods, increasing advertising investment in Internet, variety shows and movies, focusing on developing fashionable and younger products, pushing RFID chips to enhance warehouse logistics efficiency and so on.

The brilliant performance of Hai Lan's family's upgrading process reflects the ability of the new generation management team and lays a solid foundation for the new brand incubation.

Xue Yuan said that the expansion and development of the main brand of Hai Lan home confirms the deep operational strength accumulated by the company for many years. The company has successfully built a sales management platform for apparel supply chain with high efficiency through the integration of suppliers and sales channels at both ends. Once the children's clothing is cut into the future, it is expected to support the development of new brands.

In view of this, Hai Lan's home focused on the development of new categories in the field of public clothing. The size of children's clothing market in China is close to 150 billion yuan, maintaining a high degree of popularity in the clothing sub sectors. Compared with adult casual wear, children's clothing is easier to form brand advantages and barriers. But compared with the European and American countries, the market concentration of children's clothing in China needs to be further improved.

According to the results of the report, Hai Lan's home is currently holding 8 billion 858 million cash, and its book capital is plentiful.

In May 2016, the company signed a strategic cooperation framework agreement with Huatai joint securities, which will give full play to Huatai's extensive experience in mergers and acquisitions and speed up mergers and acquisitions of domestic and foreign brands (complementary to women's clothing, children's clothing, sports and other categories). In 2017, it is expected to accelerate the pace towards multi brand management groups.

Xue Yuan analysis, after 2015-2016 years of adjustment,

Constantly digest the inventory, optimize the store structure, enhance the efficiency of supply chain, and enhance product marketing capabilities. At present, the company has basically completed the adjustment and the company's business will enter a moderate growth period. In terms of analysis, it is expected that in 2017, Hai Lan's home business is expected to achieve a recovery growth of around 10%, and its revenue growth is expected to be close to 5-10%.

For more information, please pay attention to the world clothing shoe and hat net information report.