Hailan Home is a new marketing model launched by Jiangyin Hailan Home Clothing Co., Ltd. in September 2002 - the nationwide chain operation, unified image, and super large scale men's clothing purchase model, which has triggered a new round of men's clothing market. The free way of shopping and the rich and diverse product display have quickly won the popularity of consumers. Therefore, Hailan Home is known as "men's wardrobe". At present, it has successfully expanded to Jiangsu, Shanghai, Beijing, Sichuan, Shandong, Henan, Liaoning and other cities.
In the 200 - 1000 square meter store of Hailan Home, all the clothing products of adult men from top to bottom, from inside to outside, from formal clothes to leisure, from spring to summer to autumn and winter are displayed. There are 17 series and more than 5000 varieties in total, and the consumer age ranges from 18 to 100 years old. At present, the existing clothing categories of Hailan Home include suits, casual suits, jackets, cotton jackets, overcoats, down jackets, sweaters, knitwear, shirts, T-shirts, trousers, casual pants, jeans, underwear and underpants, as well as belts, ties, scarves, etc. There are all kinds of clothing needed by adult men here, which is really a man's wardrobe.
The franchised brand of Hailan Home has abandoned the traditional "person to person" shopping guide mode, but has provided consumers with a non-interference and free shopping environment. The clothing products of Hailan Home are classified and displayed by type, size and specification, and there is a clear shopping guide map at a glance. Consumers can easily choose their own clothes according to their height and shape. Hailan Home also has a bell beside the shelf and in the fitting room. If a customer needs service, just press the bell, and professional service personnel of Hailan Home will come to him in a short time to provide him with considerate service. It is this easy and convenient shopping experience that makes more male consumers willing to come to Hailan's home. They choose a suit for shirt, a shirt for tie, and a belt for tie, which avoids the tedious shopping in multiple stores and becomes a fashionable and convenient one-stop consumption.
Image endorsement of Hailan Family
Hailan Home is only a clothing brand in the eyes of ordinary people, but in fact, it has exceeded the connotation of traditional clothing brands since its birth. It is also a marketing brand, a service brand, and a chain retail brand. Specifically:
1、 Super large men's wear store
In the 200 - 1000 square meter store of Hailan Home, all the clothing products of adult men from top to bottom, from inside to outside, from formal clothes to leisure, from spring to summer to autumn and winter are displayed. There are 17 series and more than 5000 varieties in total, and the consumer age ranges from 18 to 100 years old. At present, the existing clothing categories of Hailan Home include suits, casual suits, jackets, cotton jackets, overcoats, down jackets, sweaters, knitwear, shirts, T-shirts, trousers, casual pants, jeans, underwear and underpants, as well as belts, ties, scarves, socks, leather shoes, etc. There are all kinds of clothing needed by adult men here, which is really a man's wardrobe.
2、 High grade and medium price
Hailan Group, the "backer" of Hailan Home, proposed clothing production in China, that is, the research and development of clothing starts from the original wool, thus giving priority to the formation of a complete industrial chain from wool coming in to clothing products going out in the domestic clothing industry. It is this industrial chain that enables the products of Hailan Home to go through pure circulation links. Each link is its own resources, from ranch to workshop to store, without any middleman's participation, so as to control the cost and quality of products and directly make profits to consumers. Therefore, the price of each suit of Hailan Home is only between 480 and 168 discounts, The price is much lower than that of similar brand suits of the same grade, realizing the brand ideal of "high grade, medium price".
3、 Non interference, optional
Men buy when they need to, and they buy when they like. They don't like being followed and watched by others. They keep telling them this is good and that is good, which makes people feel uncomfortable.
Hailan Home has abandoned the traditional "person to person" shopping guide mode, but has provided consumers with a non-interference, free shopping environment. The clothing products of Hailan Home are classified and displayed by type, size and specification, and there is a clear shopping guide map at a glance. Consumers can easily choose their own clothes according to their height and shape. Hailan Home also has a bell beside the shelf and in the fitting room. If a customer needs service, just press the bell, and professional service personnel of Hailan Home will come to him in a short time to provide him with considerate service. It is this easy and convenient shopping experience that makes more male consumers willing to come to Hailan's home. They choose a suit for shirt, a shirt for tie, and a belt for tie, which avoids the tedious shopping in multiple stores and becomes a fashionable and convenient one-stop consumption.
4、 Both "connected" and "locked"
At present, many clothing chain brands have the problem of "connecting" rather than "locking", that is, only "connecting" image, no uniform price, no uniform service, and management "locking". The Hailan Home is unified in image, price, management, purchase, distribution, decoration, recruitment, training, and settlement. It implements the national unified chain operation and management, and truly achieves the goal of "connecting" and "locking". "connecting" the brand, "connecting" the image, "connecting" the product, "connecting" the service, and "locking" After living in management, every store can operate according to the company's standardized mode, and every department of the company can also serve stores according to standardized business processes. Standardization has become the improvement/increase of "copy is not out of shape" of Hailan Family stores.