Men's Clothing, Hai Lan's Home Has 6600 Branches Worldwide.

Recently, the latest list of top 100 enterprises in apparel industry has been released. The list is sorted according to three indexes, such as business income, total profit and profit rate respectively. A total of 130 enterprises in the country are listed. Among them, Hai Lan group ranks first in the country in terms of total business revenue and profit. It is undoubtedly one of the most profitable clothing brands in China.

"Men's Wardrobe" believes you are familiar with this sentence. Public information shows: Hai Lan's home is a leading clothing company in China. It has built the independent clothing brands such as San Keno and EICHITOO. Last year, the company achieved operating income of 19 billion 90 million yuan, and the total number of stores was over 6600.

Starting from woollen and worsted

His founder, Zhou Jianping, was born in an ordinary family in Jiangyin, Jiangsu. Although his family was in general, he was bold in his childhood, and chose the latter in the face of knowledge changing fate and entrepreneurship. After finishing the technical secondary school, he opened a photo studio in his hometown and earned the first pot of gold in his life.

In the 80s of last century, 10000 yuan household was a famous name, so it could comfortably live. But Zhou Jianping has been looking for a bigger project. At that time, he went home to visit his parents, and he accidentally heard from his friends about the transfer of the third woollen mill in the town. At that time, the whole country's textile business was booming and the market demand was great. So Zhou Jianping, 28, decided to smash all his money into his clothing business.

Zhou Jianping and 18 workers worked hard, and the efficiency of the factory increased significantly, and began to make profits. During this period, he observed that there was a great demand for worsted fabrics in the market, but almost all enterprises were doing the woolen business.

He was acutely aware that this was a huge business opportunity, so he spent all his money on worsted. Many employees thought it was a mess, but it turned out that the adventure was right. Just three years later, the sales volume of woolen mill exceeded one hundred million and quickly became the industry leader.

Imitate UNIQLO as king of men's clothing

Although the business is expanding, the uneasy Zhou Jianping obviously will not stop. He decides to build his own brand. By chance, when he visited the shop of UNIQLO in Japan, he was deeply impressed by its sales model. He could still sell clothes like this.

So second months after returning home, he set up a home of Hai Lan and formally entered the clothing sales. He can see his ambitions from the perspective of "broadness and boundlessness".

In September, second years ago, the first store opened in Suzhou. The semi self service procurement method pioneered the domestic industry sales and achieved great success. Only a year later, the store expanded more than 50, and its turnover also exceeded 10 billion.

In addition, Du Chun and Lin Xin have been invited to endorse, and even Liu Qiangdong has been invited as spokesperson. Hai Lan's home has been ranked first in China's men's clothing market for five consecutive years.

Transformation and expansion to meet challenges

In the past, the vast majority of Chinese clothing brands, Hai Lan's home also encountered development bottlenecks. In the case of slower performance, enterprises are undergoing a series of transformation.

In recent years, Hai Lan's home has opened overseas expansion mode, and has opened nearly 50 stores in Southeast Asia and other places. During this period, they opened the first store in Japan in Tokyo, and strive to increase the number of stores in the year to 3.

In addition, the company has been actively transforming, and has created four new brands: Black whale (fashion men's tide card), AEX (light luxury men's wear), OVV (light luxury women's wear), Hai Lan preferred life hall (home life brand). And joined the Internet giants to upgrade the new retail business. Following the takeover of the US group last year, the hourly process has been launched this year. We can see that enterprises are constantly optimizing their services.