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National Brand Hailan Home Again Launched A Hot Search Together With Jay Chou

2021/6/23 11:53:00 0

"Some people say that every father has magic and can turn children's lives into fairy tales. I would like to say that children are the magic of this world, which can let adults into children's fairy tales. " On June 20, Zhou Jielun, the image spokesman of Hailan house of Hailan Group Co., Ltd., a vice president unit of China Garment Association, released a video to celebrate father's day for dads all over the world.

Six years ago, after his daughter Hathaway was born, Jay Chou felt the joy of being a father for the first time. For this reason, he wrote his 14th personal album "Jay Chou's bedside story", which told his daughter ten fantastic "bedside stories" with 10 songs.

Similarly, in the past six years, Hailan home has increased cross-border cooperation with heavyweight IP as well as R & D investment, and its products tend to be fashionable and functional. It has gradually formed a diversified brand layout of men's clothing, women's clothing, children's clothing, professional wear and living home, and completed the core upgrade from "men's Wardrobe" to "national brand".

Cross border cooperation frequently to build national brand

The year 2021 is a new year for Jay Chou as the new spokesperson of Hailan home, with both children and a happy family. Jay Chou, Kunling, Hathaway and Romeo represent the "happy top match" of the new generation of families born in the 1980s and 1990s.

In this year's father's Day activities, Hailan family aims at young dads born in 1980s and 90s. It uses the fairy tale "book" of Jay Chou's bedside story as the shooting scene to create a fairy tale world created by Jay Chou for his children. On father's day, the same parent-child T-shirt and Magic book gift box are introduced to describe the father's day appearance of young fathers.

For a long time, Hailan home has been committed to "cross-border alliance", and frequently launched a series of clothing that is in line with the hot spots of the times and people's favorite.

In 2020, even though the textile and clothing industry was severely damaged by the epidemic, Hailan home still withstood the pressure to create the "black cat Sheriff" series, "Bruce Lee" series and "Three Kingdoms" series of IP clothing, presenting Chinese traditional culture and traditional production technology in a modern and fashionable form in front of consumers. Once launched, it was strongly responded by the market.

On May 15, this year, China's first Mars probe, tianwen-1, successfully landed on Mars. China Aerospace has taken an important step in exploring the stars of Mars. Meanwhile, Hailan home has also launched a joint series of China's aerospace and space creative clothing, which transforms space elements such as astronauts, Mars missions and Mars rovers into dress language, and uses embroidery, embroidery, and other space elements to transform them into clothing language Printing and other technologies depict haohang planet in the square inch clothing.

In the early morning of June 16, the Chinese men's football team beat the Syrian men's football team with a score of 3:1 in the final round of group A of the world's top 40 Asian regions, winning four consecutive victories and advancing to the top 12. At the previous press conference of exclusive formal wear partner between Hailan home and China National Men's football team, Hailan home customized a series of formal and casual clothes for the national football team.

Zhou lichen, chairman of Hailan group, also said at the press conference that "Chinese football has always been in line with national pride, and at the same time, it also conveys the indomitable spirit of sports. Hailan family has the honor to participate in and help China's football cause at this time point, hoping to use our experience and ingenuity in the field of clothing to become a dream building participant of sports power. ".

"Men's Wardrobe" upgrade "whole family's Wardrobe"

In the first quarter of 2021, Hailan home achieved an operating income of 5.494 billion yuan, a year-on-year increase of 42.77%, and a net profit attributable to the parent company of 842 million yuan, with a year-on-year increase of 185.33%. On March 1 of that year, the company changed its Chinese name from "Hailan home Co., Ltd." to "Hailan Home Group Co., Ltd." at the same time, it expanded its business scope and added 16 business items.

The new name and new business projects contain the strategic layout of "multi brand, multi category and collectivization" of Hailan home. In recent years, Hailan home company has established a full range of brand matrix through independent incubation and acquisition, including fast fashion men's and women's wear brand "black whale", brand new lifestyle home brand "Hailan preferred life hall", independent women's brand "ovv", popular children's wear brand "boys and girls", high-end baby and children's brand "British", covering men's, women's, children's and professional wear Life and home furnishings.

Among them, women's clothing brand ovv, with the help of the TV series "just 30" in July 2020, has vividly displayed the dressing and shaping of successful women in the workplace, and captured a large number of fans. In that month, the offline sales volume doubled, the online sales volume increased 10 times, and the annual business income of the brand increased by 65%.

British children's clothing brand has tapped its sales potential through new retail channels such as micro mall, small program, live broadcast and micro store. In September 2020, as the new parent-child officer of tmall, wanghong "Papi sauce" made its voice for the brand, exported the concept of quality parenting of British company, and realized the annual revenue of 629 million yuan; Another children's wear brand, boys and girls, launched Hulu brothers IP co branding and parent-child series. Through the joint promotion of CCTV brand short film, high-speed rail train title, movie "climber" and "warm embrace" posters, the company achieved a total annual revenue of 448 million yuan.

Professional wear brand San Keno actively promotes intelligent manufacturing, develops group and private customized intelligent cutting system with independent intellectual property rights, obtains relevant invention patents, further improves product production efficiency, reduces process loss, and continuously promotes the level of intelligent and information construction of professional wear, and achieves the annual main business income of 2.071 billion yuan.

In addition, Hailan, a brand of life and home furnishings, has reached cooperation with famous brands such as Dyson, Mofei, Yuanqi forest and glory under the mode of "clothing self operation + groceries joint venture" on the premise of ensuring product quality; In addition, we cooperated with Doraemon, SpongeBob and other IP products to continuously launch more innovative products, and the annual main business income increased by 71% year-on-year.

According to the analysis report on e-commerce development mode and investment strategic planning of China's clothing industry, the top 10 garment and footwear industry in China only accounts for 11.70% of the market share. The market share of local brands Hailan home, Anta, Li Ning and Feile (China) may further increase.

Focus on "generation Z" and develop new retail

In the third decade of the 21st century, "generation Z" has become the main consumer, while Hailan home has carried out reforms in advertising and strategic marketing, reducing the proportion of traditional advertising, increasing the number of well-known variety shows such as "the strongest brain", "if you are the one" and "running bar", and appears in the consumer's field of vision with a younger attitude.

In 2020, with the outbreak and recurrence of the global new crown epidemic, the epidemic promoted the rapid development of online economic service form, the network live broadcast penetrated into the social economy in an all-round way, and the community marketing such as public number, small program and live broadcast room rose rapidly in the clothing retail market.

Hailan home adheres to the road of "brand e-commerce and innovative e-commerce", speeds up the promotion of digital and diversified new retail channel layout. Driven by the dual wheel drive of "talent with goods + brand self broadcast", Hailan home has made continuous efforts with various online platforms to promote multi-channel flow transformation and achieve explosive growth in online sales. In 2020, the proportion of online main business income increased from 6.19% in 2019 to 11.75% in 2020, and the annual revenue of online main business was RMB 2.05 billion, with a year-on-year increase of 54.68%.

During the period of epidemic prevention and control, Hailan home increased its live broadcasting layout on tmall, Jingdong, shuoyin, Kuaishou and other platforms. Under the dual wheel drive of "talent with goods + brand self broadcast", the sales performance increased rapidly, and the brand voice and influence were also improved in an all-round way. In March 2020, Hailan house's two-day cloud shop activity broke three records in the global apparel industry of small app with a score of over 190 million.

In April 2020, Zhou lichen, the then president of Hailan home, personally went to the battle to bring the goods, and the cloud launch of the five major IP series new products was supported by Duan Zishou Yang Di and goddess Liuyan, with the omni channel sales of more than 40 million yuan on that day; During the "618" promotion activity of e-commerce, Wang Yaoqing, a star grass planting official, visited Weiya live studio to bring goods to Hailan. The total transaction volume of live broadcast exceeded 18 million yuan.

In the first quarter of 2021, Hailan home's main business online revenue was 574 million yuan, an increase of 88% over the same period of last year, accounting for more than 10%.

Zhou lichen said that in 2020, the number of online members of Hailan home has exceeded 20 million. Hailan home is trying to break through the boundary between online and offline sales. The breakthrough is to shorten the order cycle of the original popular single product from three to five months to the fastest 15 days, from the manufacturer to the consumer.