Hai Lan'S Home, From "Straight Men" To All Chinese Brand Changes

Wu Lei, Zhang Weili, Kam... In the face of the new endorsement, the sea house, which you are familiar with, has quietly changed.

Looking for the most special young people in China

In the early January 5th of 2020, the Spanish League a nineteenth round, Spain spanning the powerful Barcelona. Chinese player Wu Lei was replaced in 73 minutes and scored a key goal in 88 minutes - beautiful small angle volley.

"He is Wu Lei from China!" shouted the audience.

"The first man to break Barcelona goal", only one ball, Wu Lei created history. As a matter of fact, the 29 year old young man has been very popular in the domestic arena. From 2013 to 2018, from 22 to 27 years old, Wu Lei has always been the best domestic shooter in the Chinese Super League. Before the season, he broke the monopoly of foreign boots on the gold boots for many years. Because of his outstanding performance, he has been hailed as China's best striker in the last five to ten years.

In the face of the heavy invitation of the domestic club, in the most golden years of his career, he chose to challenge the overseas top league in 2019. 1 balls, 2 balls... Wu Lei finally waited for the moment to break out. After the goal, he was mad to vent - only he knew he did not wait for it, and there was no light.

2 months later, another young pride in the sports world brought back exciting news on the far shore. She is a girl, two years old. The name of the new UFC woman gold belt in 2019 is Zhang Weili. In the late March 8th, the defending battle in Las Vegas was due to the expectation of Joanna, a rival, in the "trash talk" of China's new crown before the game.

The competition is anxious to judge the victory or defeat by the points of competition. Zhang Weili narrowly won. After the match, when Zhang Weili picked up the receiver, he said, "I believe I can encourage a lot of people." I am a champion, not a tyrant. People understand that in this round, she wins.

In 2019, there were many young people who called people angry. For example, the winner of the second season of talk show comes from Xinjiang's 95 Cam. The casual young man acted very contagious. In his hometown's daily newspaper, the reporter expressed his "explosive" stage performance as "Karamay style humor". For another TV channel, Lin, who is known as "nine hundred million girls' dream" because of her "startling step by step" and "Chu Qiao biography", is still trying to discover the boundary of performing arts with her new role in 2019. In the new drama "the first encounter, the last farewell", he played a narcotics police.

From the "Chinese ball king" highly praised by foreign media to the pride of the Communist Youth League called the "women's boxing", from the national style into the modern stage after 95, to constantly break through the screen stereotype of the actors...... In the evolution of life, they extract and pursue the Chinese style of courage and courage from all angles.

A large number of Chinese young people's spiritual and cultural representatives share a common identity. In 2020, they were the spokesmen of the "national brand" Hai Lan's home. We found that the Chinese enterprise, born in 1988 in Jiangyin, Wuxi, is still so "fashionable" that it always stands with the most popular and representative young people. In this cooperation, the two sides have formed the mutual infiltration of "experience" and "Youth", and the sea has been able to extract or constantly refresh their brand culture.

At the same time, we also found an interesting phenomenon: Taking the new spokesperson Zhang Weili as an example, her existence is contrary to the "man's Wardrobe" that we used to know.

What does this mean? Quietly, the brand positioning of Hai Lan's home has undergone a slight adjustment and a shift -- the blue ocean of Hai Lan has expanded.

From straight men to all unyielding enthusiasm

The brand name of Hai Lan's brand upgrade is "younger".

A few years ago, Hai Lan's earliest brand positioning, "men's Wardrobe", "two times a year, the sea LAN home", stems from the rise of male consumption. At that time, people thought that men's consumption concept was more conservative, and there was not much demand for personal image and aesthetic promotion. T-shirt shirts were worn alternately, and two times a year became the so-called "straight men standard".

Under the popularization of online consumption and social media, this "traditional" thinking should change. According to Internet data: the average annual growth rate of male clothing consumption in China reached 13.5% in 2019, which is significantly higher than that of the global male consumption growth rate of 5.8%. When the proportion of social life is increasing, consumption becomes a more personalized label. Highly recognizable brands or products can satisfy men's display and pleasure.

Of course, brand knowledge is far from being so simple. In order to find the "identity expression" behind the national brand, we may continue to pursue in the commodities endorsed by the spokesperson.

In April 3rd, Zhang Weili set out a poster of Hai Lan's home in micro-blog. She wrote: "these days I have relied on Bruce Lee's classic old movies to stay in the United States. @ Hai Lan's home, Bruce Lee, is listed in series. This wave of resolute support! It's cool to wear Chinese dragon on the other side of the ocean.

Netizens looked at Zhang Weili's clothes and commented: "this is what happened. It fits perfectly."

Zou Shimin and his wife, as well as the famous movie star Aarif Lee, and other Olympic gold medalist, and his wife.

Why did Bruce Lee choose this street culture concept and choose the best athletes and movie stars as spokesmen?

We might as well read an interpretation of Bruce Lee's joint name from Hai Lan's home, and find out the truth: (Bruce Lee) wrote the word "Kung Fu" in an English dictionary, and was named "hero and idol in twentieth Century" by time magazine. (he) the righteous stern eyes, firm and firm lines, especially the unyielding, tenacious and courage of the Chinese people.

Yes, this is not just "young" in the superficial sense. Hai Lan is trying to capture the things that "Chinese youth" should represent with the brand concept.

From the gender identification of "men's Wardrobe" to the indomitable courage of young people, the world outlook of the main fashion consumption group of China's 80 and post-90s generation is growing up in 20 years. With its rhythm, Hai Lan draws strength from the self transformation of a generation. Through all kinds of actions, Hai Lan's brand details are expanding. In the wave of the times, positioning, but also the coverage of brand, and the mode of communication are also changing.

We cast our eyes on Hai Lan's specific marketing strategy in 2019. According to official interpretation: in 2019, Hai Lan's home focused on the main brand, "thin" non core competitiveness brand, "light load" to cope with the sudden change of market.

In terms of brand building, Hai Lan constantly balances the relationship between sales and brands, firmly enriches brand value, and gives priority to product layout, "IP joint name" and "official cooperation".

The value of change is also evident in the performance of Hai Lan's home.

In April 28th, Hai Lan's home issued 2019 annual earnings report: in 2019, its annual revenue was 21 billion 970 million yuan, up 15.09% over the same period last year. In addition, attributable to shareholders of listed companies net profit of 3 billion 211 million yuan, in the men's clothing industry in 4.7% of the market share, 6 consecutive years first.

In interpreting Bruce Lee's design, the official of Hai Lan's home said: "the designer wishes to fly this kick, and engrave Bruce Lee's spirit and will on every Chinese breast."

In a sense, in the Chinese fashion brand, the role of Hai Lan's family is "Bruce Lee", from men to all young people's unyielding enthusiasm. The two word "brand" is its kick to the traditional foot, beautiful and strong.

Hit the bull's eye and read the mainstream of consumption.

Behind the first screen marketing event in 2020, there was the shadow of Hai Lan's home. On the eve of the Spring Festival of January, with the announcement of the withdrawal of the big Chinese New Year Movies and the gradual closure of the offline theaters, Xu Zheng's "embarrassing Mom" and the byte beating quickly launched the online free movie watching mode, which has won the public's praise.

In fact, from a commercial point of view, the National People's free tickets to the movie "embarrassing mother" are freely seen. Quite a few of them come from Yu Hailan's home. According to media reports, the cooperation between the "embarrassing mother" and the byte beating and Hai Lan home was signed in just 12 hours.

In many garment enterprises, Hai Lan's home is also very bright during the epidemic. When most manufacturing enterprises were stuck in the difficulty of resuming production and resuming production, on March 6-15, Hai Lan took the lead in opening the activities of official stores in all the stores and the main lines of the country, and opened up the first wave of clothing shopping festival to activate the depressed market with the strength of 300 per full 300 minus the top.

In April 3rd, Hai Lan House held its first cloud conference. Zhou Lichen, President of Hai Lan group, played with star Liu Yan and laughing star Yang Di, and broadcast live across Jingdong, Tmall and WeChat.

2 hours of live broadcast, onlookers exceeded 3 million, the number of interaction over 4 million, the same day, the total channel sales of over 40 million.

From finding out "straight male aesthetics", we have repeatedly built Bruce Lee series of cooperation, Mr Black, havoc heaven palace, ninja tortoise, Blizzard Entertainment and a series of highly praised joint venture "explosion fund", which has been rapidly resumed and efficient marketing during the epidemic period. A comprehensive observation of a series of events, a problem emerges in our mind:

Hai Lan, why can we always send an accurate and appropriate response at the right time node?

Perhaps this is not just based on the precise grasp of consumer behavior and emotional needs of young consumers. The key point is the "era" gene of enterprises. To sum up, Hai Lan's family's gesture shows the sensitivity of the times. Of course, "sensitivity to the times" is not only reflected in brand and product strategy, but also in corporate social responsibility and global vision.

In January 30th, Hai Lan's home quickly deployed 7 million yuan of goose down eider. The special car was escorted to Wuhan from the warehouse in only 37 hours. This is only the first batch of materials that Hai Lan's family has been able to rush to Wuhan. In the critical period of the epidemic, haeran donated $15 million worth of down clothing and medical equipment, and used Bruce Lee series to accompany Jiangsu medical team to overcome the haze and return home safely.

Integrating resources, stepping towards the international arena and making full use of all channels and channels is a new requirement for the Chinese brand.

In 2019, Hai Lan's family will upgrade its next 5000 stores to a new retail store, creating a new business structure. Consumers only need to place orders on the cell phone, and all online orders will be sent to nearby stores, combined with the delivery of the same city, to take the lead in reaching the fastest one hour service nationwide. At the same time, the development of WeChat and micro mall, less than 4 years to develop a WeChat public platform with nearly tens of millions of fans, this is precisely the "digital reserve" of precision marketing for enterprises.

Starting from the first overseas store in Malaysia, three years ago, Hai Lan's family took the core countries of Southeast Asia as the breakthrough point to form a brand cluster and open up the local consumption market. At present, nearly 50 stores have been opened in Malaysia, Singapore, Thailand, Japan and Vietnam. With more and more shops, Chinese culture can be inherited. In 2019, the company sold the series of havoc to the world - the earliest and most classic symbol of China.

Production challenges, market freeze, difficulties in the epidemic, the upgrading of consumption and the revolution in channels are always changing. After the presupposition of the younger generation of Hai Lan's home, it is the interpretation of a large number of cultural propositions, social propositions, and current events. From this point of view, Hai Lan's home has become a fresh brand experiment. It seems to tell us that the value of a brand does not lie in "inward digging". The real innovation comes from the resonance with the times, through the action of the brand end and the positive energy of the brand, "hitting the bull's eye in the times".

From a clothing factory in Jiangyin in 1988 to the opening of the first store in Nanjing in 2002, and then to overseas to convey the aspirations of young Chinese, last year, such a Hai Lan home was rated as one of the 70 representative enterprises in the founding of 70th anniversary.

The truth of its story is that the value of a brand lies not in how long it has gone, but in how to choose it, and to draw, cultivate and create in the tide of the times.

Source: financial unyielding Author: small elephants take risks.