Hai Lan'S Home Revenue Exceeds 21 Billion 900 Million, And Gets More Market Share.

The National Men's wear brand, Hai Lan home Limited by Share Ltd (hereinafter referred to as "Hai Lan House") released its 2019 annual report today (April 28th). The company promoted the layout of the whole channel, further increased the market share, and realized the coordinated development of multi brand, multi-channel and multi category. During the reporting period, the company achieved operating income of 21 billion 970 million yuan, an increase of 15.09% compared with the same period last year, and a net profit of 3 billion 211 million yuan attributable to shareholders of listed companies. Compared with the same period last year, compared with the same period last year, it dropped by 7.07%, and the basic earnings per share was 0.72 yuan. The company intends to distribute cash dividends to all shareholders in every 10 shares by RMB 2.80 yuan (including tax).

During the reporting period: Hai Lan's home focused on expanding the emerging consumer market represented by shopping centers, steadily promoting the layout of overseas markets, continuing to plough Southeast Asia, and successfully developing the Japanese market. During the reporting period, there were 655 new stores, 354 stores, 301 net stores, 5598 stores, and 56 overseas stores.

Shen Wan Hongyuan securities analyst Wang Liping said earlier that Hai Lan's home has a clear goal for long-term expansion, and it will further exert its efforts in channel upgrading and category coverage. Since the second half of 2017, there have been many substantial progress. From a long-term perspective, the company is expected to extend its efficient business advantages from men's clothing category to many other categories, build multi brand management groups, and continue to create new growth momentum.

Observation, from 2016, Hai Lan home revenue growth slowed down, bringing the valuation downward to 10 times the level. Before 2015, it was the high-speed development period of Hai Lan's home: Wang Liping estimated that the single store retail sales (including VAT) of Hai Lan's main brand increased from 3 million 620 thousand yuan in 2013 to 6 million 750 thousand yuan in 2015, and the annual compound growth rate was 23.1%. In terms of the number of stores, the number of stores opened before 2015 was more than 400. Since 2015, the level of the company's stores has reached a higher level in the industry. The location of the stores has undergone a structural shift from the street store to the shopping center store. With the inventory adjustment from the end of 2015 to 2017, the average shop performance is in a doldrums, and the company's revenue has slowed to a single digit growth in 2016-2018 years.

In Wang Liping's view, the future direction of Hai Lan's home is a multi brand brand management group. The core of the operation is to optimize the performance price ratio, improve efficiency, and achieve the scale by running volume, thereby consolidating the development of core competitiveness. At the same time, the future development of Hai Lan's family in children's clothing category is also based on several factors: first, children's clothing industry has a high boom and industry growth is expected to win over the clothing market; two, the market share of children's wear industry in China is scattered and has not yet formed a stable pattern; three, Hai Lan's home has crossed the threshold of children's clothing supply chain through mergers and acquisitions, and is expected to rely on efficient operation management in the future. Ability to gain share.

Ying's baby brand positioning is high-end, brand power is the core strength. Wang Liping expects that in the future, while actively empowering brand management capabilities, the company will explore measures to sink the channel, without prejudice to the brand's strength, conform to the trend of consumption upgrading, and try to expand the two or three line market.

Wang Liping said that the main brand of Hai Lan's home has a very strong moat. In the early stage, it has designed a more advanced business mode at the operational level, followed by a number of consumer company adopting a similar business model to verify the leading role of the company's model, and the company strengthened the accumulation of competitive advantage on the basis of building a scale earlier. From the perspective of consumer goods, Hai Lan's home based on higher efficiency can provide products with higher cost performance than competitors, and will continue to gain more market share in the medium and long term.

The first textile network reporter learned that the end of the reporting period, Hai Lan's home inventory 9 billion 44 million 42 thousand and 600 yuan, compared with the end of last year 9 billion 473 million 636 thousand and 700 yuan compared to a decrease of 429 million 594 thousand and 100 yuan, a decrease of 4.53%, inventory turnover days for 250 days, compared with last year, 36 days.

Hai Lan House explains that because of the characteristics of the company's operation mode, inventory includes the inventory of the company's warehouse and the goods that the store does not sell. Meanwhile, the product of the main brand Hai Lan home sells in the two quarter, resulting in a larger inventory of the company and a higher inventory management cost.

At the end of the reporting period, 51.71% of the goods in Hai Lan's home stock were goods with a returnable clause. According to the relevant provisions of the procurement contract, the situation of unsalable sales can be returned to the supplier, and this part of the inventory company will not bear the risk of falling price. At the end of the reporting period, 48.29% of the company's inventory was goods with non returnable terms, such as changes in the market environment or increased competition, which could lead to difficulties in liquidity or the risk of falling prices. To this end, Hai Lan's home will take measures such as strengthening research and development, controlling the first single ratio and raising the speed of supply chain reaction, so as to further control and improve the stock structure, reduce the risk of unsalable products, and at the same time, the company has provided adequate price reduction for the products that can not be returned according to the regulations, so as to reduce the risk of further impairment.

According to the brand, Haolan's main brand has launched a series of cost-effective products, such as double-sided jacket, elastic jeans, havoc Tiangong series, selection of goose down, sports quick drying series, luminous series T-shirts, elastic "little black pants" and so on, so as to meet the needs of different market segments, and further enhance the sales force of products.

During the reporting period, haily Lan's family held a press conference with Chinese animation IP "havoc heaven Palace" and held a conference in Shanghai art film studio, which triggered a national "Wukong complex", which triggered a strong resonance. With the six games of Blizzard, IP was co promoted to form multi media and multi form three-dimensional dissemination under the line.

As for the business of professional wear, the San Keno career team has designed a pilot uniform for Shandong airlines, with the theme of "Golden Eagle sailing" to further expand the brand awareness and market share.

Other brand businesses:

Hai Lan's family has increased the shareholding ratio of the children's clothing brand Ying baby to 66.24%, becoming the controlling shareholder of Ying Shi baby, thus forming various channels, products, markets and other complementary.

Light luxury brands combine innovative marketing activities to continuously enhance the brand's influence and competitiveness.

The home brand impress consumers with quality service and comfortable sales environment, providing consumers with warm, comfortable and simple cost-effective products.

Electricity supplier business: Hai Lan's home has added a lot of social marketing channels, such as spelling together, gathering, bedian, honey buds, Xiaohong book and so on, increasing the exposure of various brands in the channel, stimulating the efficiency of brand increase, making good customer mix with the brand, actively settling new customers, and stimulating the two transformation.

In 2020, Hai Lan's family plan:

In the area of Hai Lan's family brand, we need to step up cross-border cooperation with well-known IP and launch cost-effective products. In the domestic market, we steadily increase the proportion of shopping centers, continue to optimize the storage of street stores, improve the overall quality of offline stores, and continue to develop new markets in overseas markets, promote overseas e-commerce, and integrate online experience and offline services. To expand brand awareness and influence overseas.

The brand of Saint Keno professional wear, the professional brand of Hai Lan home, continues to promote the upgrading and upgrading of intelligent production, manufacturing and marketing platform, so as to enhance the information level of the professional clothing and enhance the market competitiveness of the professional clothing brand.

At the same time, the brand of children's wear series will strive to build the brand strength of children's clothing brand in the high-end market and the mass market, optimize the membership rights and interests of high-end brands, enhance the stickiness of the brand customers, create a more sense of product tonal design, improve the accuracy and timeliness of promotion, and set up a regular market counter for products. Feedback mechanism to improve product reputation; through the "e-commerce + micro business" dual platform to create explosive funds, and promote online and offline online store two-way drainage.

According to public information, Hai Lan home was founded in 1997. It is a large consumer brand operation platform company mainly engaged in brand management, supply chain management and marketing network management. The company owns brand names including men's wear, women's wear, children's wear, professional wear and life home. The main business mode of the company is chain store operation. With the traditional independent production and management mode, the other brands adopt the chain operation mode.