Can Jay Chou save “men’s Wardrobe”?

From the stock price point of view, the star effect did not “warm up” for Hailan home. According to wind data, from October 20 to 26, Hailan house’s stock price rose or fell by – 3.51%, closing at 7.14 yuan as of October 26. < p > < p > on October 20, Hailan home launched three microblogs to announce that Jay Chou has become the latest spokesperson of the brand. After that, “Jay Chou’s endorsement of Hailan’s home” parachute hot search list, as of the time of publication, its reading times have exceeded 540 million. “< p >, the company’s business strategy is to continuously improve the company’s business performance and improve the market competitiveness.” On October 22, the relevant person in charge of the Dong Secretary Office of Hailan home told the times weekly. < p > < p > from the stock price point of view, the star effect has not “warmed up” Hailan home. According to wind data, from October 20 to 26, Hailan house’s stock price rose or fell by – 3.51%, closing at 7.14 yuan as of October 26. < / P > < p > some fans yelled on the microblog of Hailan home, “I want the same black sweater sung by Dong Zhou” and “in the future, only the clothes of Hailan home will be in my wardrobe”. However, there are also many voices who doubt that Jay Chou’s endorsement of Hailan’s home is “returning to nature”, and making fun of the refined pictures can not cover up his growth. < / P > < p > in 2019, the Alfred data room released the age class data of Jay Chou’s super talk fans. The majority of Jay Chou’s fans were born in 1988-1997. This is in line with the financial report that the target consumer age is 20-45 years old, or even younger. < p > < p > before Jay Chou, the spokesperson was the actor Lin Xin Xin, whose series of simple publicity photos and advertisements were once out of the circle, setting off a discussion on how to improve the taste of Hailan house. Before

Lin was updated, the advertising style of Hai Lan’s home has always been “jumping Yin Xiaotian or Du Chun”, and the magic and the local flavor. But from the performance point of view, in the early stage, the marketing routine is in line with the times. < p > < p > in 2002, Hailan house was founded in Jiangyin, Jiangsu Province, focusing on one-stop men’s clothing shopping. The slogan “men only visit Hailan home twice a year” is spread all over the streets. < p > < p > in 2014, Hailan home ushered in a brilliant moment. The backdoor Kano Technology Co., Ltd. was reorganized and listed, with a market value of more than 80 billion yuan, becoming the largest clothing enterprise in a shares at that time. According to wind statistics, in the first year of listing, Hailan home’s business income was 12.338 billion yuan, with a growth rate of 72.56%. < / P > < p > at the peak of market value, Zhou Jianping, founder of Hailan house, ranked 49th in Hurun’s list of China’s richest people in 2018 with a fortune of 43 billion yuan, and became the richest man in Jiangsu at one fell swoop. However, after listing, the revenue and net profit of Hailan home have maintained growth, but the growth rate has slowed down significantly. In 2015, Hailan home’s revenue was 15.83 billion yuan, but the growth rate had dropped to 28.3%, and the net profit was 2.954 billion yuan, with a growth rate of only 24.17%. Since then, the growth rate has been declining year by year, and has not “turned over”. In addition to the popularity of “Legend of the year 2016” and so on. < / P > < p > in terms of channel construction, in 2017, it cooperated with Alibaba in smart stores during the “double 11” period; in 2018, it switched to Tencent. In February of that year, Tencent invested nearly 2.5 billion yuan in Hailan home, taking 5% of its shares. With the help of Tencent, Hailan home launched its wechat mall and small program online; in the second half of the same year, it cooperated with meituan delivery platform to open a new retail of clothing and takeout pattern. < / P > < p > in the first half of this year, it was even more closely following the economic boom of online celebrities with goods. The relevant person in charge of the director’s office of Hailan home told the times weekly: “the company carries out live broadcasting sales on various platforms by building its own live broadcasting team, entering the star live broadcasting room, and inviting online celebrities to bring goods. During the period of June 18, Wang Yaoqing, an actor, was invited to act as the brand ambassador of Hailan house on June 18, and she interacted with Weiya to bring goods together in the live broadcast room. ” < / P > < p > but the performance did not improve. According to the financial report, in 2019, the revenue growth rate of Hailan home has dropped to 15.09%, to 21.97 billion yuan; the growth rate of net profit also slowed down to 8.34%, to 3.168 billion yuan for the first time, returning to the level of 2016. < p > < p > in the line year, Hailan home’s line was 100 million yuan, accounting for only 6.19% of the total revenue; in the second quarter of 2020, Hailan home’s line in new retail channels and traditional e-commerce accounted for% but still had little impact on the overall performance of the first half of the year. In the first half of 2020, under the influence of the epidemic situation, the revenue of Hailan home decreased by 24.43% to 8.102 billion yuan, and the net profit decreased by 56.65% to 916 million yuan. < p > < p > according to the financial report, from 2014 to 2019, its inventory reached 6.086 billion yuan, 9.58 billion yuan, 8.632 billion yuan, 8.493 billion yuan, 9.474 billion yuan and 9.044 billion yuan respectively, accounting for more than 45% of the revenue, or even more than 60% at one time. < / P > < p > “no one can question the inventory of Hailan!” “If the revenue scale does not exceed Hailan’s home, it is not worthy to question Hailan!” “If you are good enough, you are the chairman.” At a regular annual general meeting of shareholders in 2019, Zhou Jianping was also “out of the circle” because he was angry with minority shareholders. < p > < p > on October 22, Ms. Yang, who sold discount clothes of Hailan home on a social platform, told the times weekly that she was a supplier of Hailan home, and the price of clothes sold by her was as low as 10%. < p > < p > Hailan home directly pointed out in its 2017 financial report that the company processed some tail goods through its brand haiyijia platform. On October 22, the reporter of time weekly noticed on haiyijia’s official website that the price of its new products in autumn 2020 was lower than that on Hailan home’s official website. < / P > < p > “the development of Hailan home has encountered a bottleneck, but cutting the bid price will damage the corporate image, which indirectly indicates that the company’s current operation problems are relatively large.” On October 20, Yang Dayun, founder of sustainable fashion China Alliance, told time weekly. < / P > < p > the so-called asset light mode is that Hailan home orders from upstream suppliers, and the supply side delivers goods directly to the retail terminal. Some products that cannot be sold can be returned to the supplier, and those that cannot be returned are sold to its brand Haiyi for sale at a low price. < / P > < p > in the whole product production process, Hailan home outsources product design, garment production and related links to suppliers. Franchisees only need to pay relevant operating expenses, such as rent, water and electricity, property, and labor wages. Hailan home directly “operates” brand building and terminal channel operation. < / P > < p > in the 2017 financial report, Hailan home said that if the products sell well, Hailan home, franchisees and suppliers can make profits; if the products are unsalable, all three parties will suffer. The R & D cost of lanzhijia is much lower than that of Lanhai. According to the semi annual report of 2020, the company’s sales expenses in the first half of the year are 1.042 billion yuan, while the R & D expenses in the same period are 23.5162 million yuan, which is only 2.26% of the sales expenses. < / P > < p > “the asset light model is the root cause of high inventory, old product style and lagging R & D Yang Dayun said frankly that garment enterprises give the right of design and development to suppliers, and the upstream is likely to develop substandard products driven by interests. This will not only affect the normal sales of products and brand communication, but will eventually lead to more and more inventory. < p > < p > according to the financial report, in the first half of 2020, the returnable inventory of Hailan home was 4.417 billion yuan, but the amount of non returnable inventory was close to the total amount of 2018 and 2019, nearly 4 billion yuan. < p > < p > at the same time, in 2019, the intention payment for joining Hailan home also decreased from 26.415 million yuan to 18.8 million yuan. This may mean that the attraction of Hailan home to franchisees is decreasing. < p > < p > but Hailan’s home is still running. According to the financial report, by the end of 2019, the number of its stores reached 7254, covering more than 80% of the counties and cities, but 90% of them were franchisees, which still valued assets. < / P > < p > “at present, a series of marketing actions of Hailan home seem to be just a hot spot. In fact, the overall operation has not changed fundamentally, and the product update iteration is weak.” On November 21, Cheng Weixiong, an expert in textile and garment brand management and founder of Shanghai Liangqi Brand Management Co., Ltd., told the times weekly that Hailan home invited Jay Chou to speak for her and launched a series of marketing activities. < / P > < p > Disclaimer: the purpose of this article reprinted by china.com finance and economics is to convey more information and does not represent the views and positions of the website. The content of this paper is for reference only and does not constitute investment advice. Investors operate accordingly and bear their own risks. < p > < p > Chinanet is a national key news website under the leadership of the Information Office of the State Council and managed by China foreign language publishing and Distribution Bureau. 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