9 Billion Of The Backlog, Hai Lan'S Home Said To Be Fast Fashion?

Is the new generation of men visiting the home of Hai Lan?

The first two months, "men's Wardrobe"

On the US regiment takeaway line, a group of people's jaw dropped.

The little brother who delivers the takeaway starts to send clothes, too, but when you understand the logic behind you, you will feel this is a natural thing.

The US takeaway and starving have long been reluctant to take the takeaway platform, but expand to the entire local life business.

Hai Lan's family on-line takeaway group is also intended for local life electricity providers, allowing each store to cover a wider area and sell more clothes.

The reason for choosing this time to work for local life is that the underlying reason is

Entering the bottleneck of development, simply taking the old road can not continue to grow at a high speed.

At the end of August,

Announced the first half of the financial report, revenue 10 billion 14 million, the growth rate of 8.23%; by contrast, the growth rate in 2015-2017 years followed by 27.16%, 8.98% and 7.06%, the growth is obviously slower.

Although income is growing, Hai Lan's home has always had a lot of goods in the warehouse.

From the earnings report, we can see that the inventory of Hai Lan's home has exceeded 90 billion yuan, which is 7-8 times more than that of the seven wolves.

In order to get rid of inventory, Hai Lan's home had to open a new brand, "100 clothes and 100 Shun", and sold clothes in the warehouse at a low price.

One of the reasons why the growth rate is declining is that Hai Lan's home has been unable to make the online market dominated by young people. The total revenue is 100 billion billion, but the electricity supplier accounts for less than 6%.

The line is not right, the line is also frustrated.

In the past two years, the family of Hai Lan, the three line city, is trying to conquer the market of the first tier cities. In the 2015 year of the year, it opened a store in Wangfujing, Beijing.

Because the area is larger than the general stores, Wangfujing stores are also regarded as flagship stores by consumers.

However, in the 5 month of this year, the flagship store was closed because of a loss.

In order to get the favor of consumers in the first tier cities, Hai Lan's home has also invested a lot of money in marketing. Especially in recent years, it has spent at least 500 million ads a year, which is 5 times 10 times the number of seven wolves and nine shepherds.

At the beginning, when Hai Lan's home rose in the three or four line city, Ye Maozhong, the famous advertising company, was invited to shoot the advertisement. As a result, Yin Xiaotian got the popular advertisement.

Although the advertisement is Tucao and vulgar, it is very effective. Many people remember that Hai Lan's home is "a man's Wardrobe" and has to go to two times a year.

In the 2016 year of the year, in order to change the image of the local consumers in the hearts of consumers, the family of Hai Lan took the first tier city market, and invited Xu Shunying, the advertising queen, to work on the new brand advertisement, and also found Lin as the spokesman.

The last word came out of four words.

No matter you can't read it, this advertisement makes the clothes of Hai Lan's home very advanced.

And Lin Lin, who is in the sea lane, is also very handsome.

Someone even said, "I didn't dare to say that I had worn the home of Hai Lan until Xu Shunying took a new advertisement for it."

There is no doubt that this advertisement has successfully turned the image of the local flavor of Hai Lan's home. Unfortunately, the product has not kept pace with it.

Today, when you go to the store of Hai Lan's home, you will feel like seeing each other under the red line. There is a big gap between image and reality.

In the news about Hai Lan's home, you can see the quality of Tucao clothes everywhere.

Some netizens joked: "only two times a year, Hai Lan's home, once bought, once back."

Bet fast fashion

Like a lot of brands, Hai Lan's home market is stagnant. The first thing we think about is to open more brands and cover more different types of consumers.

At present, the Hai Lan group behind Hai Lan's home has a total of 7 clothing brands, including fashionable women's clothing brand "love rabbit", cheap men's clothing brand "100 clothes Shun", business dress custom brand "San Keno", light fashion men's wear brand "HLA Jeans", business men's wear brand "AEX", workplace.

Brand "OVV".

According to the earnings data, the income of Hai Lan's home, AI Ju rabbit and San Keno accounted for 81%, 6% and 8% of the total income respectively. Among them, only love lived in high speed growth. In the first half of 2018, the income was 610 million yuan, the growth rate was 82.3%, and the number of shops was 1158.

Now the trend of women's clothing is fast fashion. In order to strengthen this ability, Hai Lan group has invested 1 hundred million in the fast fashion brand UR in August last year.

The target consumers of UR are 20-40 year old urban white-collar workers who imitate quickly in style and business mode.

Giant Zara, but clothes are cheaper.

Can Hai Lan do fast fashion ladies' clothes?

Although AI is currently growing at a rate of over 80%, its problems are no less than that of Hai Lan.

First, the growth of AI rabbit mainly came from Crazy shop.

There were only 306 stores in 2015, and now there are 1158.

And in the past three years, the income of single income from AI has been declining.

It can be seen from the financial reports that last year, the average sales of the average single store (the store that opened for more than one year) last year was 119 yuan, or 3000 yuan per day.

The rent and electricity and staff wages are deducted.

Second, the characteristics of women's clothing are short cycle and fast change.

However, the beloved rabbit who claims to be a fashion woman is neither fast nor fashionable.

Tear the surface of the packaging, love living in the rabbit's bone or sea Lan's home that "light asset mode".

That is to say, AI rabbit has mastery of upstream brand management, product planning, and downstream marketing and supply chain management. All links in the middle include clothing design, raw material procurement, garment production, pportation and distribution.

This mode is very different from the fast fashion giants like Zara.

Zara has a lot of designers, rushing to the show of every major brand every day, picking up the good design and refining this season's popular color, then putting it into the new product.

At Zara headquarters, there is a sample shop that looks exactly the same as the store. The designer brings the new clothes together and displays them to the stores around the world.

Each shop in the Zara store is equipped with a master Chen, who will arrange new stores in accordance with the plan from headquarters.

On pport, Zara commissioned the foundries from various parts of the world to produce clothes, and then concentrated them on the sorting centers.

After sorting, it was airlifted to stores around the world.

In doing so, Zara can ensure that stores store two times a week, both fast and fashionable.

From the bottom of the business model, AI Ju rabbit can not achieve the level of Zara.

AI Ju rabbit, who does not control the design and does not pport, can neither guarantee the fashionable fashion of clothes, nor guarantee that new clothes will be quickly mounted.

This can be seen from the R & D center of AI Ju rabbit.

In July of this year, Hai Lan group smashed 4.7 R & D building of AI billion residential rabbit, located in the three line city of Jiangyin.

Although Hai Lan group started in Jiangyin, it does not mean that you must put R & D center in Jiangyin.

I am not belittling Jiangyin, but objectively speaking, the talent density of the north and Guangzhou is definitely higher than that of Jiangyin, and the fashion atmosphere is stronger.

The R & D center will be a better choice.

The third is my personal Tucao.

AI Ju rabbit is obviously a domestic brand, and its customers are Chinese. However, it must have an English brand name "EICHITOO". The navigation bar of the official website is still very well installed in English, but the product is introduced in Chinese.

As a consumer, I feel like I am playing the same role in the East. I am an English name, pretending to be an international brand.

From the perspective of the development of Hai Lan's home, AI rabbit can also grow at a high speed for some time.

In July of this year, Hai Lan home issued 30 billion dollar bonds, most of which were spent on the development of AI rabbit, including building R & D buildings and warehouses.

I have already said before, the home of the sea Lanlan has always been "light asset model", I do not research and development do not innovate, the burden of research and development to suppliers.

The problem is that suppliers are too far away from consumers to grasp the aesthetic changes of consumers. It is very likely that clothes will be produced, but they will be rejected and outdated, and no one will buy them.

Now, AI rabbit is building a R & D building. Although its location is remote, it is a good thing to invest resources in R & D.

The road ahead is still long.