The New Bruce Lee Joint Series Of Hai Lan'S Home Also Invited Zou Shiming, Zhang Weili And Aarif Lee.

The National Men's wear brand -- Hai Lan's home Limited by Share Ltd (hereinafter referred to as "Hai Lan House") today (April 3rd) official Xuan, HLA Hai Lan's home x Bruce Lee IP cooperation series is on sale. In the classic films such as "Jing Wu men", "big brother of Tangshan" and "dragon fighting for tiger", the "flying kick" of actor Bruce Lee is the main cultural totem of this series of clothing products through the re interpretation of the modern design concept of Hai Lan's home. Bruce Lee's philosophical thinking about water is also clearly printed on clothes and conveys the Chinese modesty.

Different from the common brand names, apart from the printed pattern, the company values the functionality of the Bruce Lee series. Bruce Lee's classic yellow and black Kung Fu suit, which symbolizes yellow skin and black hair, is rebuilt by modern popular functional materials to create a "skin coat" of Bruce Lee, which is light, breathable and more practical. The addition of functional fabrics such as quick drying is more suitable for modern people to wear sports scenes, and also gives practical value to the joint series of feelings.

The spirit of Bruce Lee combines icon with fashion. Not only is the brand spokesperson Lin Yue and Wu Lei preemptive upper body, but Olympic champion Zou Shiming and UFC defending champion Zhang Weili are also the fans of this series. Aarif Lee is a demonstration in person.

Since 2020, haidang's family has launched three new series of "Bruce Lee", "Ninja Turtles" and "black cat Sheriff", following the upgrade of the joint explosive products "havoc heaven Palace" and "blizzard" cooperation series. Hai Lan's home believes that clothing is not only an expression of position and attitude, but also a "business card" of communication among different ethnic cultures.

The industry believes that with the formation of new consumer groups younger, some traditional clothing sales ideas have failed. New generation of consumers' brand awareness is weakening, traditional marketing is desensitized, subculture and other chasing to display their individuality, leading to a change in the sales system from high-end to fast.

In recent years, Hai Lan's home has made some innovative attempts in product design and fabric upgrading. In 2016, the company launched a limited number of costumes with the first Chinese designer, Zhou Xiangyu, who boarded the London Fashion week. The market is enthusiastic about XanderZhou. Since 2018, the company has carried out the key work of "fabric upgrading and quality upgrading". The creative video of "scenery king and universe" created by macro photography has made consumers feel more directly about the upgrading of materials.

Since 2017, haelan's main brand hahaelan's home has promoted stores to enter the sea and shopping centers have been stationed. In 2019, a number of new products such as "havoc heavenly palace" series and "sports quick drying" series have been launched, and the product strength and channel strength have been constantly optimized. In the third quarter of 2019, the brand revenue of Hai Lan home series increased by 14.4% compared to the same period last year, the growth rate was 5.1pct higher than the growth rate, and the revenue growth was optimized by quarter.

In recent years, the products launched by Hai Lan home include two categories:

1) high performance price ratio single product, in 2018, the company launched high-quality fabrics to create the ultimate cost-effective underwear widely sought after by consumers. In the first half of 2019, the company launched a Oxford shirt with a smooth texture and comfortable texture, a smooth and casual wash cotton single west, a young style, inexpensive flying fabric sports shoes, and a series of sports quick drying series and noctilucent series.

2) IP Cooperation Fund. Since the second half of 2018, the company has launched the design and development work of "havoc heaven" series of products. In March 2019, the company announced a strategic cooperation with the Shanghai art film studio to jointly create a series of cultural and creative costumes for the "heavenly palace" series, and to launch a nationwide T-shirt product including parent child clothing, couple wear, and so on. It was also released in April 2019. In August 30, 2019, the company announced the joint Blizzard Entertainment, with the World of Warcraft classic game IP as the content, launched the Hai Lan home snowstorm joint clothing series, the product opens the pre-sale in September 6, 2019.

Debin securities analyst Shilin believes that enterprises that can achieve long-term competitiveness and brand premium must represent their products in the market with a long-term recognized advantage, that is, high-quality product strength. The embodiment of product strength is not only the attraction of design or price, but also the optimization of internal operation efficiency and integration capability. Excellent products can be effectively conveyed to the market without fast supply chain, precise marketing, timely feedback channels and other elements. High sales and high cost performance products are the embodiment of efficient management under the leadership of excellent management.

      According to public information, the home of Hai Lan was established in 1997, and backdoor listing in 2014. The main brand, Hai Lan home, relies on the brand positioning and innovative "platform for the public price and men's clothing" brand positioning and innovative "platform + brand" chain management mode. Zhang, ranked first in China's men's wear industry in 2018, accounted for 4.6% of the city's market share. At present, the company owns many brands including men's wear, women's wear, children's wear, professional wear and home.

As of the end of 2018, the total number of stores in Hai Lan's home was 6673, which achieved operating income and net profit of 19 billion 100 million yuan and 3 billion 460 million yuan respectively, representing an increase of 4.9% and 3.8% respectively over the same period. The results showed that the total income of Hai Lan's household was 14 billion 690 million, up 12.6% over the previous three quarters of 2019.