After Ma Yun's Departure, Hai Lan's Home Is Rapidly Investing Millions Of Yuan Into The Fast Fashion Brand UR.

The National Men's wear brand, Hai Lan's home Limited by Share Ltd (hereinafter referred to as "Hai Lan home") has always been a hot spot.

In August 13th, Ma Yun and his chairman of the board of directors of Alibaba group visited Hai Lan group.

Accompanied by Chairman Zhou Jianping and President Zhou Lichen, President Ma Yun visited the electricity supplier of Hai Lan home respectively.

Intelligent storage, Hai Lan headquarters, its own brand shop and Hai Lan Ma Culture Museum, and enthusiastically watched the sea LAN dressage horse dance performance, which quickly fermented in the circle of friends.

In August 14th, a notice issued by Hai Lan's home has become the focus of public attention. This afternoon, Hai Lan home announced that the company's wholly owned subsidiary, Jiangyin Hai Lan Home Investment Limited (hereinafter referred to as "Hai Lan investment") and fast fashion fashion (Guangzhou) Co., Ltd. (hereinafter referred to as "fast fashion fashion") and Li Mingguang signed the investment intent agreement. It intends to increase its capital with its own funds for fast fashion fashion, and subscribe for its initial stake of not more than 10%. The specific content of the capital increase is agreed by the parties in the formal investment agreement.

Reporters noted that

Founded in May 25, 2011, the registered capital is 115 million 606 thousand and 282 yuan, which covers the textile and clothing industry. Its main business is URBANREVIVO (UR) brand clothing. Its products are divided into women's wear, men's wear, children's wear and accessories.

UR is located in the fast fashion field. The 20-40 year old urban white-collar launches products that meet local needs and cost-effective products, attracting consumers with abundant products, luxurious stores, fast updates and affordable prices.

At present, there are more than 160 stores in 60 cities and overseas.

Since the franchisee model was adopted in 2014, the proportion of joining is about 60%.

The number of new outlets from 2014 to 2016 was 27, 47 and 45 respectively.

According to its official website, UR has launched the strategy of brand group, and gradually launched the group sub brand and expanded the international fashion layout. With Singapore as the starting point, it entered the overseas market such as the United Kingdom, the United States, France, Japan and so on, and promoted the process of brand internationalization.

UR will continue to grow at the rate of 60-100 stores a year. It is estimated that the number of stores will exceed 400 in 2020, and the business scale will exceed 10 billion.

In 2016, UR's revenue was 2 billion yuan.

According to the investment plan, Hai Lan investment will make the first investment in the fast fashion fashion by way of capital increase, and the equity ceiling will be 10% of the total shareholding of fast fashion. The specific content of the increase will be agreed by the parties in the formal investment agreement.

Hai Lan investment agrees to pay an investment prepayment of 100 million yuan to fast fashion fashion under this agreement.

The maturity date of the investment prepayment is the sixth month after the delivery date (the money is remitted to the fast fashion account).

On the expiry date (or before), if Hai Lan investment and fast fashion fashion sign formal investment agreement, Hai Lan investment has the right to decide whether to invest prepayment to offset the contribution to fast fashion.

Hai Lan's home said that fast fashion is the same as the company.

Its brand "UR" has a distinct style, and its products are of many kinds, fast fashion and high cost performance. It has a certain influence on its target customers. The company intends to invest abroad quickly and fashion. Under the premise of maintaining the steady development of the main business, the company combines the development of connotation and denotation to promote the development strategy of the company to build a fashion industry ecosystem and brand operation platform, and create value for the company and shareholders.

If the formal investment agreement is signed with fast fashion fashion, it will be beneficial for the two sides to form some complementary and synergistic effects, share domestic and foreign resources such as design, channel and supply chain, and further improve the market share. This will help the company speed up the layout of high-quality enterprises in the fashion ecosystem, cultivate new profit growth points, and consolidate the leading position of the company in the industry.

Public information shows that Hai Lan's home is a famous brand of men's clothing in China. Its brand includes Hai Hai Lan's home, AI Ju rabbit, Hai family (renamed by Bai Yi Shun) and San keno.

Hai Lan home is the main brand of the company. It provides a wide range of clothing for male consumers, including T-shirts, knitwear, jackets, down coats, Western-style clothes, trousers and other clothing products. The company's clothing category is comprehensive, which can meet the needs of different consumer clothing.

Before that, Hai Lan's home has been trying to pursue the best combination of hot resources and cost-effective. It has become the top priority of the Hai Lan's home to enhance the brand's reputation, fashion and youth.

The new popular star Lin has been updated as the brand spokesperson of Hai Lan's home. It invited Wang Likun, the goddess of color, to serve as the brand spokesperson of AI Ju rabbit. With the help of "the strongest brain", "the great challenge", "masked singing, guessing and guess" and "Mars Intelligence Agency 2" and other popular variety shows, the focus of the program was to pform the program's attention to brand cognition.

In addition, we launched a deep cooperation with international IP resources, and joined hands with the Oriental dream factory and the top domestic art and design resources. After playing a Chinese style, we joined the new designer Zhou Xiangyu to create a series of limited cooperation.

With the further improvement of the consumption power of the millennial generation, Hai Lan's home has clearly realized the importance of pleasing young consumers.

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