The Home Of Hai Lan Is Not Only The Man'S Wardrobe, But Also The Wardrobe Of The Whole Family.

The business mode of Hai Lan's home is no longer exclusive.

Or other brands are imitating and following up. For Hai Lan's family, they also have a sense of urgency and a strong desire to change.

General manager and senior manager of Shanghai Liang Qi Brand Management Co., Ltd.

Expert Cheng Weixiong told reporters.

Facing the impact of electricity supplier, commodity homogenization and other factors, tradition

The days of enterprises are becoming increasingly difficult.

In 2012 and 2013, when sales revenue growth was weak, Hai Lan's family began to move closer to the young people. Compared to the previous major male customers, the fashion style of Hai Lan home has reached 50% of the proportion since 2015.

In addition to younger products, the rapid expansion of stores is also.

Transformation strategy.

In terms of the number of stores, Hai Lan's home has grown from 1389 in 2010 to 4225 in the first quarter of 2016.

The reason for this is that Hai Lan's home has adopted a similar business model for franchisees, that is, franchisees only need to bear the risk of rent and daily operating expenses, and the products that can not be sold can be returned to headquarters.

Because franchisees do not participate in the management, they do not have to bear the risk of unsalable merchandise, which is also an important factor for Hai Lan's home to join.

Xue Danqing, a securities affairs representative, revealed that at present, Hai Lan's new shop is usually profitable in the year 80%.

According to his disclosure, Hai Lan's home has accelerated the pace of starting shop this year, and plans to add 700 stores a year.

In addition, when upstream suppliers purchase,

Payment will not be made in full.

Before 2014, Hai Lan's home would pay 30% of the supplier's purchases, and then the figure was reduced to 25%. After the two quarter of sale, if the product had not yet been sold, Hai Lan's home had the right to return the unsalable goods to the supplier.

such

It shifted most of the most unsalable risk to the original supplier and played a role of OEM and upstream and downstream channels.

The effect of pformation is reflected in the performance report.

In 2014 ~2015, Hai Lan's home revenue reached 12 billion 338 million yuan and 15 billion 830 million yuan respectively, and the net profit attributable to parent company owners was 2 billion 375 million yuan and 2 billion 953 million yuan respectively.

Many industry insiders said that

The pformation has been effective, mainly because the sales link takes the mode of separation of ownership and management rights to control the terminal retail channels. All franchisees use the national ERP system in a unified way. They can grasp and analyze the sales situation of all products in all stores in the country, facilitate quick response to replenishment and pfer of goods in the stores, effective cost control brings down the price of clothing sales and stimulates sales growth.

Although the shop opened smoothly, there are also hidden dangers.

Yang Chen, an investment analyst at Wan Delong, pointed out that

The cost of franchisee mainly depends on the capital input from the franchisee, and the risk of the expansion itself is relatively small. However, if the franchise's profitability decreases or even losses, it will release adverse signals that affect potential investors and impede the expansion of Hai Lan's home.

Cheng Weixiong told reporters: "the first and second tier shops with high rent are not big businesses and high rents, and businesses are doing well. The scale is bigger and the suppliers are not growing bigger. The scale of the purchase of the brands themselves is bigger and bigger.

Cheng Weixiong, for example,

There is a brand named "obedient", which is actually used by the group to clean up the stock. The number of stores is increasing now.

Taking into account the overall downturn in the men's wear market and the fact that the products are too single, Hai Lan's family, which has undergone rapid development, intends to enter the women's clothing market this year and conduct multi category business.

The problem is that women's clothes are complicated and different styles.

Be relative to

Women's clothing life cycle is shorter, turnover speed is faster, competition is more intense than men's clothing.

How does the dress business develop? Xue Danqing said.

A designer team with about 200 people will also cooperate with other design companies as an incentive. Hai Lan's home will give the design company 40% gross profit.

"Men's clothing brand"

If it's just promotion, it's understandable.

But if we really want to try it out, the reeducation of consumers is not a short-term task, we need a system, and consumers will buy it. In the near future, the data will tell us the result.

Cheng Weixiong thinks.