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    • Brand name: Heilan Home
    • Company name: Jilin Manufacturing
    • Release date: 2015-08-24
    • Official homepage: No
    • Location: Siping City
    • Number of comments: 0
    • Views: 279
    Brand introduction

    Heilan House

    放大字体  缩小字体 2015-08-24 279
    • Property: Red
     

    "Heilan Home" is a new marketing model launched by Jiangyin Heilan Home Clothing Co., Ltd. in September 2002 - a national chain operation, unified image, and oversized men's optional purchase model, which triggered a new round of revolution in China's men's wear market. Free to buy, rich and diverse product display, quickly won the popularity of consumers, Heilan home is therefore known as "men's wardrobe". At present, it has successfully expanded to Jiangsu, Shanghai, Beijing, Sichuan, Shandong, Henan, Liaoning and other cities.

    Basic introduction

    "Heilan Home" is a new marketing model launched by Jiangyin Heilan Home Clothing Co., Ltd. in September 2002 - national chain operation, unified image,

     

    The large scale men's clothing purchase model has triggered a new round of revolution in the Chinese men's clothing market. Free to buy, rich and diverse product display, quickly won the popularity of consumers, Heilan home is therefore known as "men's wardrobe". At present, it has successfully expanded to Jiangsu, Shanghai, Beijing, Sichuan, Shandong, Henan, Liaoning and other cities.

    Heilan Home is only a clothing brand in the eyes of ordinary people, but in fact, since its birth, it has exceeded the connotation of traditional clothing brands, it is also a marketing brand, a service brand, a chain retail brand.

    "Heilan Home" men's optional chain supermarket has been fully rolled out in the country, the market sales trend is good, by the end of 2010, the chain stores across the country has opened more than 1300.

    Heilan Home products cover the needs of adult men from head to toe, from inside to outside,

    From winter to summer, from formal to casual wear all products, each product has nearly 50 kinds of fabrics and colors to choose from, each size is divided into standard, fat, extra fat three types of body, high-quality suit products price is only about 480-1980 yuan. "Heilan Home" men's choice advocates no interference, free shopping, unless you need service and press the bell, only professional service personnel come to your side to provide quality and thoughtful service.

    In addition to pioneering the marketing model of self-selection of suits, "Heilan Home" also advocates the marketing concept of "high grade and medium price". "Heilan Home" products have experienced a pure circulation link, directly from the factory into the store, directly to the consumer, the perfect realization of the "high grade, medium price" brand ideal.

    "Heilan Home" has hired Hong Kong ace host Mr. Wu Dawei as the image spokesperson, and then hired Yin Xiaotian who has the reputation of "Mainland four young students" as the image spokesperson, its youth and health "Heilan Home" men's image advertising has been broadcast in CCTV news, weather forecast, evening news, dialogue and other prime time programs, greatly expanding the brand influence.

    Brand concept

    New marketing - Buy clothes on your own

    At the beginning of 2002, Zhou Jianping, president of Heilan Group, went abroad for market inspection according to the usual practice. This time to Japan, during Japan, there are two Japanese clothing brands of rich varieties, popular prices, mass-market style of self-selected purchase methods left a deep impression on him, he envisioned, if the mass consumption of clothing sales model launched in China, will have a huge response in the industry, and form a unique advantage. After returning to China, Zhou Jianping immediately put this bold idea into action and set up Jiangyin Hailan Home Clothing Co., LTD. After intensive market research and brand planning, in September 2002, "Heilan Home" a store - Nanjing Zhongshan North Road store officially opened, this brand new, optional clothing model for the Chinese clothing marketing history opened a new page.ta-index="3" data-type="gallery" jquery183037349482891220115="98">ta-img="mod_img" jquery183037349482891220115="77" alt="" />

    Since self-selection is a brand new clothing business concept, and Heilan Home has introduced self-selection clothing into China one by one, there is no brand in China to refer to, Heilan Home has been faced with many difficulties from the very beginning, such as zero brand (brand is new, consumers know little about it), zero market (market share is zero), zero mode (new business model and consumption concept), and zero market. Consumer acceptance still needs a process), zero experience (no experience at all, no reference), etc., all this only rely on their own exploration and accumulation, feeling the stones across the river, so in the beginning of the brand, Heilan home also went through a detour.

    The responsive and quick action of Heilan Home people found the problems in the work in time, and soon adjusted the development ideas, such as: adjust the area of the store, streamline the store staffing; Improve store staff recruitment requirements and training efforts; Implement the professional store manager system; Implement a quantitative wage assessment system; Implement "full trusteeship" management for franchised stores; Implement strict store inspection and inspection system; Scientific, reasonable allocation of goods and so on. In order to learn the advanced brand operation experience of developed countries, Heilan Home also sent product developers, engineering designers, marketing management personnel, personnel training personnel, CI designers to Japan and Europe in batches

    Study and fully digest and absorb the advanced experience of others. The implementation of this series of measures makes the development direction of Heilan Home more clear, the business model is more mature, and the management is more perfect. Hailan Home soon out of the trough, step on the fast track of healthy development.

    Brand connotation

    Heilan Home is only a clothing brand in the eyes of ordinary people, but in fact, since its birth, it has exceeded the connotation of traditional clothing brands, it is also a marketing brand, a service brand, a chain retail brand. To be specific:

    1. Super large men's clothing stores ta-log="h3-title"> Fold

    In the Heilan Home 200-1000 square meters of sales, the display of adult men from top to bottom, from inside to outside, from formal to leisure, from spring to summer to autumn and winter all year round all the clothing clothing products, a total of 17 series, more than 5,000 varieties, consumer age covers 18 years old up to 100 years old. At present, Heilan Home has clothing categories including suits, casual suits, jackets, cotton, coats, down jackets, sweaters, knitwear, shirts, T-shirts, trousers, casual pants, jeans, underwear, as well as belts, ties, scarves, socks, shoes, adult men need clothing here everything, is indeed a man's wardrobe.

    Second, high grade, medium price

    Heilan Group, the "backing" of Heilan Home, has put forward a new concept of clothing production in China one by one, that is, the research and development of clothing starts from the original wool, thus taking the lead in forming a complete industrial chain from wool into clothing products out in the domestic clothing industry. It is precisely with such an industrial chain that Heilan Home products can experience pure circulation links, from the ranch to the factory directly to the store, each link is its own resources, without any middleman participation, so as to effectively control the cost and quality of products, and directly give profits to consumers. Therefore, the price of each suit of Heilan Home is only between 480-1680 yuan. It is much lower than the price of similar brand suits of the same grade, and perfectly realizes the brand ideal of "high grade and middle price".

    Three, no interference, optional

    Men shopping is the need to buy, fancy to buy, and don't like someone next to follow, staring, constantly and he said this is good, that is good, people feel uncomfortable.

    Heilan Home abandoned the traditional "man to man" shopping guide model, but to provide consumers with a non-interference, free shopping environment. Heilan Home's clothing products are displayed according to varieties, sizes and specifications, and there is a self-selection guide map at a glance, consumers can easily choose clothes according to their height and body type. Heilan Home also has a bell beside the shelf and in the fitting room. If the customer needs service, as long as he presses the bell, the professional service staff of Heilan Home will come to his side in a short time to provide him with quality and thoughtful service. It is this easy and convenient shopping experience that makes more male consumers willing to come to Heilan Home, choose a suit to choose a shirt, choose a shirt to choose a tie, choose a tie to choose a belt, avoid the complexity of multi-store shopping, and become a fashionable and convenient "one-stop" consumption.

    4. Both "connect" and "lock" ta-log="h3-title"> Fold

    At present, many clothing chain brands have the problem of "even" but not "lock", that is, just "even" image, there is no unified price, there is no unified service, and the management of "lock" cannot be. Heilan Home is unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified training, unified settlement, the implementation of national unified chain management, and truly achieved both "connect" and "lock", "connect" live the brand, "connect" live the image, "connect" live the product, "connect" live the service, but also "lock" live the management. So that each store can operate in accordance with the company's standardized mode, and each department of the company can also serve the store in accordance with the standardized business process, and standardization has become the guarantee of "copy not out of shape" of Heilan Home stores.

    Brand image

    At the beginning of its establishment, Heilan Home proposed to build an independent brand of national clothing. While doing a good job of products, Heilan Home also attaches great importance to the image of the brand, and has hired the famous Hong Kong show host Wu Dawei, film and television star Yin Xiaotian, the new generation of superman idol Du Chun to do the image spokesperson, and through various advertising, participate in the annual China International clothing Expo and other forms to promote the Heilan home brand.

    In the expansion of stores, Heilan Home will be the "golden location, diamond shop" as the location of the "eight-character truth". The "golden lot" is located in the city's main business circle, is the local popularity, good sales, high level, brand stores gathered, there are large department stores and various commercial facilities of the commercial center, "diamond shop" is in the "golden lot" on the passenger flow, the environment is good on the first floor, along the street facade. The CI logo of Heilan House combined with yellow and blue colors is bright and bright, especially in the night lighting effect is particularly good, creating a strong business atmosphere for the commercial street. Therefore, in Jiangsu Province, Heilan Home has become one of the selected brands introduced by many governments to enhance the grade of local commercial pedestrian streets like McDonald's and KFC, and Heilan Home stores have become commercial highlights in many cities.

    Brand culture

    Heilan Group founded the Heilan Home clothing brand history is not long, but the high starting point, the intention of new brand operation has made the Heilan Home brand sing all the way on the road to success, and the brand's popularity and influence are increasing.

    A new model to go national ta-log="h3-title"> Fold

    In March 2007, Heilan Group, which has always focused on building brands, once again became the focus of national attention. Jiangyin Heilan Home Clothing Co., LTD., a subsidiary of the group, once again won the high podium in China's clothing industry. "Heilan Home" won the "Potential Award" of the annual award of Chinese clothing brands with chain operation, unified image and super-scale marketing model. This follows last year's "Marketing.


    After the "Grand Prize", Hailan Home won another honor, Hailan Home brand once again sing the country. In September 2002, Hailan Home Men's optional shopping mall, a brand new "retail format" for clothing, was officially opened to welcome customers.

    "Heilan Home" optional shopping mall seems to be no different from ordinary clothing chain stores, however, discerning people will find that the traditional clothing consumption channel model in "Heilan Home" has undergone fundamental subversion. Transformed into a new pattern of "ranch-workshop - buying site", "Heilan Home" fully uses its own resources, without the involvement of middlemen, and effectively controls the cost and product quality of clothing. It also makes full use of the group's successful experience in cooperation with international brands for many years, and strictly implements the international production standards of clothing industry in terms of pattern design, fabric selection and quality management. "Heilan Home" perfectly realizes the brand dream of "high quality and medium price" of men's wardrobe.

    Walking in the mall supermarket, the name of a variety of discounts, promotional activities are dazzling, when the discount has become a fashion in the current society, "Heilan home" in the opposite way. The special marketing model makes "Heilan Home" enhance the brand integrity, the simple and rich concept of men's wardrobe, and maintain a school of style in the fierce market competition. "Heilan Home" implements unified and standardized operations in store image, price, logistics and management, and relies on the advanced network platform of the headquarters logistics center to grasp the sales situation of each chain store in time.

    In addition, "Heilan Home" also has a series of innovations in marketing such as standardized self-selection system and one-stop full service, which has brought the Heilan Home brand sales news, sitting in the top position of men's clothing sales in Jiangsu.

    Research and development with new thinking

    Heilan Home pays attention to product research and development in brand innovation, not only has a team of self-designed designers, but also "Heilan Home" company cooperates with Donghua University and other colleges and universities to establish a research and development center, actively studies the technological development and development trend of clothing and new product development, and develops a large number of new products such as anti-wrinkle pants, anti-wrinkle and anti-shrink shirts, anti-static clothing. The birth of "Haizhiwei" machine-washable wool suit is the leader in many innovative products of "Heilan Home".

    Heilan House also set up a design creative park to exchange and discuss new design concepts and new ideas. This year also held dozens of fashion college students design creative competition, including Tsinghua University, Beijing Institute of Fashion Technology, which not only enriched and trained the design ideas and wisdom of the reserve design force, but also made a number of excellent creative design works stand out, and provided favorable conditions for Heilan Home to select outstanding talents. It has also built a good platform for Heilan Home product research and development to walk in the forefront of the same industry in the country. Since the beginning of this year, there are dozens of new styles launched by Hailan Home research and development products and directional development every month, which have been loved by consumers after being put on the market.

    Improve your image with new ideas

    In the past two years, with the acceleration of brand construction, Heilan Home has not only made rapid development in marketing, but also expanded the social influence of the brand. One of the important reasons is that by taking advantage of the Jiangsu International Fashion Festival sponsored by Jiangsu Provincial People's Government, Heilan Home has promoted the brand and enhanced the brand image of Heilan Home. Heilan House co-hosted the opening party of the 8th and upcoming 9th Jiangsu International Fashion Festival. The opening party of Jiangsu International Fashion Festival is no longer a traditional art show, but a combination of fashion display, news information transmission, brand interaction, fashion programs and other forms in one, focusing on the charm of brand Jiangsu and fashion Jiangsu. At the party, Heilan Home also highlighted the achievements of Jiangsu to the whole country, from China to the world, and further expanded the social influence of Heilan Home brand.

    Heilan Home develops in innovation, and will also improve in innovation. The upcoming 9th Jiangsu International Fashion Festival will add color to the brand image of Heilan Home, and encourage Heilan Home to go further on the road of independent brands.

    Operate the market 

    Operating market - no off-season all year round

    When Heilan Home was first introduced to the market, suits were the main products, and the advertising slogan at that time was also "Heilan Home, suits of your choice". Later, through market research, according to the market situation and fashion trend, combined with the brand style and the cultural taste of the target consumer group, Heilan Home products increased the proportion of leisure products, enriched the categories and styles, shortened the product development cycle, and continuously launched new products, stimulating the purchase of men's wear. The slogan "Heilan Home, suit choice" was also changed to "Heilan Home, men's choice".

    In the Chinese market, many men's brands only do spring and winter three seasons in sales, and summer is mostly regarded as the off-season, just a transition. Heilan Home through extensive and in-depth market research and analysis, for the summer market, mainly promote T-shirts, shirts, casual pants and other products, bold use of red, yellow, green, orange, purple, blue and other bright colors, and enhance product functionality, improve product performance, popular with consumers. At the same time of the launch of new products, the amount of best-selling products has been increased, so that the quantity is sufficient and the size is full, to ensure continuous goods, and to ensure the sales of each store. Heilan Home has changed the traditional menswear business philosophy, taking the off-season as the big season, and has made it the peak season all year round.

    Go public 

    Heilan Home Clothing Co., LTD. (hereinafter referred to as "Heilan Home"), a well-known "man's wardrobe", has recently joined the "queue" to list the team. However, according to its pre-disclosure prospectus, the book value of the inventory at the end of 2011 was as high as 3.863 billion yuan, accounting for 56.82% of the total assets.

    It is worth noting that the proportion of inventory in total assets of Dalian Dayang Trands Co., Ltd. and Fujian Septwalves Industrial Co., Ltd. is only 11.92% and 16.23% respectively.

    In addition, the inventory turnover rate of Heilan Home in 2009 and 2010 was 0.79 and 0.88 respectively, which was also a big gap compared with the 3.47 and 3.48 of Septwolves, and the 4.30 and 5.53 of Dayang Trands.

    Generally speaking, the higher the inventory turnover rate, the faster the inventory turnover speed, that is, the stronger the sales realization ability of the enterprise. On the contrary, it means that the liquidity ability is weak, or affects the short-term solvency.

    It intends to raise 1.063 billion yuan

    The China Securities Regulatory Commission (hereinafter referred to as the "CSRC") pre-disclosed Heilan Home's IPO prospectus draft on the evening of March 8. Heilan Home plans to list on the Shenzhen Stock Exchange with 49 million shares, accounting for 10.02% of the total share capital after the issue, and the total share capital after the issue is 489 million shares. The scale of funds to be raised is 1.063 billion yuan, which will be used for marketing network construction projects, logistics warehousing and distribution center construction projects, whole-process information management system construction projects and C.F.D. Clothing research and design center construction project.

    According to the prospectus, the controlling shareholder of Heilan Home is Heilan Group Co., and the actual control is 52-year-old Zhou Jianping. Zhou Jianping is currently Chairman of Heilan Holdings, Chairman and President of Heilan Group Co., LTD., Executive Director and General Manager of Jiangyin Wilton Hotel Co., LTD., and Chairman of Heilan Home. Before this issue, Zhou Jianping controlled 40% of the shares of Heilan Home through Heilan Group Co., LTD., and indirectly controlled 35% of the shares of Heilan Home through Rongji International controlled by his daughter Zhou Yanqi. Therefore, Zhou Jianping controlled 75% of the shares of Heilan Home in total and was the actual controller of Heilan Home.

    New information

    With the approaching of Father's Day, the leading brand of Chinese men's wear - Heilan Home calls on everyone to take the opportunity of the upcoming Father's Day to move for the "type" of father's love, and express their love for their father with their own practical actions.

    Let the brand carry the emotions of the public

    "Heilan Home always insists on in-depth insight and excavation of every Chinese man's consumer psychology and emotional needs, and the sales staff of each store will feedback the changing needs of consumers through the internal channels of the enterprise, providing the company with a hand of market information and decision-making basis." The head of the Marketing Department of Heilan Home said in an interview with reporters, "Heilan Home brand not only hopes to become the choice of Chinese men to buy clothing brands, but also hopes to become the intimate friends and growth partners of Chinese men, so that the brand carries the emotions of mass consumers, and the theme promotion activities of this year's Father's Day are also intended!"

    Father's Day to the store surprise

    The reporter learned during the visit that Heilan Home carried out many colorful activities during the Father's Day this year, providing many conveniences for consumers to express care to their fathers. During the Father's Day activity, you can enjoy free express delivery service if you purchase certain amount of clothing products at some Heilan Home activity stores in Nanjing, Hefei, Jinan, Xi 'an and Changsha. The service staff will provide free Father's Day gift boxes and love cards, so that the father in a foreign land can receive your carefully selected Heilan home clothing as soon as possible. The head of the Marketing Department of Heilan Home said: "Heilan Home's move is to facilitate the majority of consumers to express care for their fathers. Of course, we pay attention to fathers of all ages, and we also hope that mothers take this opportunity to care for their other half."

    It is worth noting that Heilan Home will also send a total of tens of thousands of Father's Day limited custom T-shirts in Chengdu and Wuhan on June 14 and 15, which can be received free of charge as long as they participate in the activity during the event. Heilan Home hopes to express the brand's care and support for Chinese fathers with these intimate and comfortable high-quality T-shirts.

     
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