“Some people say that every father has magic and can turn children’s lives into fairy tales. I want to say that children are the magic in this world and can allow adults to enter children’s fairy tales.” June 20, Jay Chou, the image spokesperson of Heilan House, released a video to celebrate Father’s Day for dads all over the world.
After the birth of his daughter Hathaway 6 years ago, Jay Chou felt the joy of being a father for the first time. For this reason, he created his 14th solo album “Jay Chou’s Bedside Story” with 10 songs. The daughter told ten fantastic “bedside stories.”
Similarly, in the past 6 years, Heilan House has increased its cross-border cooperation with heavy IPs and investment in research and development, and its products have become more fashionable and functional, gradually forming It has established a diversified brand layout for men’s clothing, women’s clothing, children’s clothing, professional clothing and lifestyle home furnishings, and completed the core upgrade from “men’s wardrobe” to “national brand”.
Frequently cross-border joint efforts to build national brands
2021 is the year when Jay Chou will serve as the new spokesperson of Heilan House. With both children and a happy family, Jay Chou , Kunling and his wife, Hathaway, and ROMEO siblings represent the “happy couple” of the new generation of families born in the 80s and 90s.
In this year’s Father’s Day event, Heilan House targeted young dads born in the 1980s and 1990s, borrowing the fairy tale “book” from “Jay Chou’s Bedside Stories” as the shooting scene to create a portrait of Jay Chou as a child. The fairy tale world created by Jay Chou and launched the same parent-child T-shirt and magic book gift box for Father’s Day, depicting what Father’s Day should look like for young dads.
Heilan House has always been committed to “cross-border cooperation” and frequently launches series of clothing that are in line with the hot topics of the times and what people like to see.
In 2020, even though the textile and garment industry was hit hard due to the epidemic, Heilan House still withstood the pressure and created the “Black Cat Sheriff” series, “Bruce Lee” series, and “Three Kingdoms” series IP clothing presents Chinese traditional culture and traditional production techniques in front of consumers in a modern and fashionable form. Once launched, it received a strong response from the market.
On May 15 this year, my country’s first Mars probe “Tianwen-1” successfully landed on Mars. China Aerospace has taken an important step in its journey to explore the stars of Mars, and Hailan’s Home has also launched the China Aerospace and Space Creation co-branded series of clothing, which converts aerospace elements such as astronauts, Mars missions, and Mars rovers into clothing language. Through embroidery, printing and other processes, the Haohang planet is depicted in square-inch clothing. .
In the early morning of June 16, in the last round of Group A of the top 40 Asian preliminaries, the Chinese men’s football team defeated the Syrian men’s football team with a score of 3:1, winning 4 consecutive victories and advancing to the top 12. At the previous press conference for the exclusive formal wear partnership between Heilan House and the Chinese National Men’s Football Team, Heilan House customized a series of formal and casual apparel for the national football team.
Hilan Group Chairman Zhou Lichen also said at the press conference, “Chinese football has always been in line with national pride and also conveys the perseverance of sportsmanship. Heilan House is fortunate to be at this time Node participates in and supports the Chinese football industry and hopes to use our experience and ingenuity in the clothing field to become a participant in building the dream of a sports power.”
“Men’s wardrobe” upgraded to “the whole family’s wardrobe”
In the first quarter of 2021, Heilan House achieved operating income of 5.494 billion yuan, year-on-year An increase of 42.77%, and net profit attributable to the parent company was 842 million yuan, a year-on-year increase of 185.33%. On March 1 of that year, the company changed its Chinese name from “Heilan Home Co., Ltd.” to “Heilan Home Group Co., Ltd.” and at the same time expanded its business scope and added 16 new business projects.
The new name and new business projects embody Heilan House’s strategic layout of “multi-brand, multi-category, and groupization”. In recent years, Heilan House has established a full-category brand matrix through independent incubation and acquisitions, including the fast fashion men’s and women’s wear brand “Black Whale”, the new lifestyle home brand “Heilan Preferred Lifestyle Store”, and the independent women’s brand “OVV” “, the popular children’s clothing brand “Boys and Girls”, and the high-end infant and child brand “Yingshi”, covering all subdivisions such as men’s clothing, women’s clothing, children’s clothing, professional clothing, life and home furnishings, etc.
Among them, the women’s clothing brand OVV made its debut in July 2020 with the TV series “Thirty Only”, vividly showing the workplace outfits and the shaping of successful women, capturing a large number of fans, and offline sales that month The sales doubled, online sales increased 10 times, and the brand’s annual operating income increased by 65% year-on-year.
Children’s clothing brand Yingshi has tapped into sales potential through new retail channels such as micro malls, mini programs, live broadcasts, and micro stores. In September 2020, Internet celebrity “Papi Jiang” served as Ying’s “Tmall’s new parent-child official” to speak for the brand, exporting Ying’s quality parenting concept, and achieved operating income of 629 million yuan throughout the year; another children’s clothing brand for boys and girls launched Hulu The Brothers IP co-branding and parent-child series were jointly promoted through CCTV brand promotional videos, high-speed train naming, and movie “The Climber” and “Warm Hug” posters, achieving annual operating income of 448 million yuan.
Sencano, a professional wear brand, actively promotes intelligent manufacturing and develops its own�Intellectual property groups and privately customized intelligent cutting systems have obtained relevant invention patents to further improve product production efficiency, reduce process losses, and continuously promote the level of intelligent and information-based construction of professional attire. The main business income for the year was 2.071 billion yuan.
In addition, Heilan Selection, a lifestyle home furnishing brand, uses the “self-operated clothing + grocery joint operation” model to ensure product quality, and cooperates with well-known brands such as Dyson, Mofei, and Yuanqi Forest , Honor and other brands; and teamed up with IPs such as Doraemon and SpongeBob SquarePants to continue to launch more innovative single products. The annual main business revenue increased by 71% year-on-year.
The “Analysis Report on E-commerce Development Model and Investment Strategy Planning of China’s Clothing Industry” by the Qianzhan Industry Research Institute pointed out that the top 10 in my country’s clothing and footwear industry only accounted for 11.70% of the market share. The market share of local brands Heilan Home, Anta, Li Ning and Fila (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 force of consumption. Heilan Zhijia has carried out reforms in advertising and strategic marketing, reducing the proportion of traditional advertising, increasing the investment in well-known variety shows such as “The Biggest Brain”, “If You Are the One” and “Run”, and appearing in consumers’ minds with a younger attitude. in sight.
In 2020, with the outbreak and recurrence of the global new crown epidemic, the epidemic has promoted the rapid development of online economic service forms. Online live broadcast has penetrated into the social economy in an all-round way, with public accounts, mini programs, live broadcast rooms and other social services Group marketing is rapidly emerging in the clothing retail market.
Heilan House adheres to the road of “branded e-commerce and innovative e-commerce” and accelerates the layout of digital and diversified new retail channels. Driven by the wheel, the company continued to work together with various online platforms to promote multi-channel traffic conversion, and online sales achieved explosive growth. In 2020, the proportion of online main business revenue increased from 6.19% in 2019 to 11.75% in 2020. The online main business revenue for the whole year was 2.05 billion yuan, a year-on-year increase of 54.68%.
During the epidemic prevention and control period, Heilan House has increased its live broadcast layout on Tmall, JD.com, Douyin, Kuaishou and other platforms, and has been driven by the two-wheel drive of “talents bringing goods + brand self-broadcasting” Under this circumstance, sales performance has grown rapidly, and the brand’s reputation and influence have also been improved in all aspects. In March 2020, Heilan House’s two-day cloud store event broke three records in the global apparel industry for mini programs with sales exceeding 190 million.
In April 2020, Zhou Lichen, the then president of Heilan House, personally went to the live broadcast to bring goods. The five major IP series new product cloud launch conference was supported by joker Yang Di and goddess Liu Yan. On that day, all-channel sales exceeded 4,000 10,000 yuan; during the “618” e-commerce promotion event, celebrity grass grower Wang Yaoqing was a guest in Viya’s live broadcast room to bring goods to Hai Lan, and the cumulative live broadcast transaction volume exceeded 18 million yuan.
In the first quarter of 2021, Heilan House’s main business online revenue was 574 million yuan, a year-on-year increase of 88%, accounting for more than 10%.
Zhou Lichen said that the number of online members of Heilan House has exceeded 20 million in 2020. Heilan House is trying to open up the boundaries between online and offline sales. The breakthrough is to order the original hot-selling items. The cycle time has been shortened from three to five months to the fastest 15 days, from the production company to the consumer directly. </p
