Heilan House is the trademark HLA

New marketing - self-selected clothing shopping

In early 2002, Heilan Group President Zhou Jianping went abroad as usual. Conduct market research. This time he went to Japan. During his stay in Japan, he was deeply impressed by the rich varieties, popular prices, and mass-market self-selected purchasing methods of two Japanese clothing brands. He imagined that if this kind of clothing was oriented to mass consumption, The launch of the clothing sales model in China will have a huge repercussions in the industry and form a unique advantage. After returning to China, Zhou Jianping immediately put this bold idea into action and established Jiangyin Hailan Zhijia Clothing Co., Ltd. After intensive market research and brand planning, in September 2002, the first store of "Heilan Home" was opened in Zhongshan, Nanjing. The Beilu store officially opened. This new, self-selected clothing shopping model has opened a new page in the history of Chinese clothing marketing.

Since self-selection is a brand-new clothing business concept, and Heilan House is the first to introduce self-selection of clothing into China. There is no domestic brand to refer to. Heilan House has faced problems from the beginning. There are many difficulties, including zero brand (the brand is new and consumers know little about it), zero market (zero market share), zero model (a completely new business model and consumption concept, which still needs a process for consumers to accept), With zero experience (no experience to speak of, nothing to learn from), etc., all this can only be done by relying on one's own exploration and accumulation, and crossing the river by feeling the stones. Therefore, at the beginning of the brand's establishment, Heilan House also went through a detour.

The Heilan family members who responded quickly and quickly discovered the problems at work in time and quickly adjusted their development ideas, such as: adjusting the store area and streamlining store staffing; increasing store staffing Recruitment requirements and training intensity; implement a professional store manager system; implement a quantitative salary assessment system; implement "full trusteeship" management of franchise stores; implement a strict store inspection and audit system; scientific and reasonable allocation of goods, etc. In order to learn from the advanced brand operation experience of developed countries, Heilan House has also sent product developers, engineering designers, market managers, personnel training personnel, and CI designers to Japan and Europe in batches for study and inspection. Fully digest and absorb the advanced experience of others

Heilan Home Store (4 photos)

. The implementation of this series of measures has made the development direction of Heilan House clearer, the business model more mature, and the management more complete. Heilan House quickly got out of the trough and embarked on the fast track of healthy development.

2 Brand Connotation Editor

Heilan House[2] is just a clothing brand in the eyes of ordinary people, but in fact, it has surpassed traditional clothing from the day it was born. The connotation of the brand is that it is also a marketing brand, a service brand, and a chain retail brand. Specifically:

Super large men's clothing store

In the 200-1,000 square meter store of Heilan House, adult men's clothing is displayed from top to bottom

Download, from the inside to the outside, from formal to casual, from spring and summer to autumn and winter, all clothing and apparel products all year round, ** *There are 17 major series and more than 5,000 varieties. The consumer age ranges from 18 years old to 100 years old. Heilan House's existing clothing categories include suits, casual suits, jackets, cotton-padded jackets, coats, down jackets, sweaters, sweaters, shirts, T-shirts, trousers, casual trousers, jeans, underwear, and belts , ties, scarves, socks, leather shoes, etc., all the clothing that adult men need is here. It is indeed a man's wardrobe.

High grade, medium price

Heilan Group, the "backing company" of Heilan House, was the first to propose a new concept of clothing production in China, that is, the research and development of clothing starts from the most primitive wool. started, thereby taking the lead in the domestic clothing industry to form a complete industrial chain from wool incoming to finished garments outgoing. It is precisely with such an industrial chain that Heilan House products can go through the purest circulation link, from the ranch to the factory directly to the store. Each link is its own resource, without any middlemen involved, thus effectively controlling The cost and quality of the products are directly transferred to consumers. Therefore, the price of each suit of Heilan House is only between 480 and 1,680 yuan, which is much lower than the price of suits of similar brands of the same grade. It perfectly realizes the "high grade, "Mid-price" brand ideal.

No interference, self-selected

When men shop, they buy only when they need it and buy what they like. They also don’t like people following, staring, and constantly telling him about this item. Okay, that's good, it makes people feel uncomfortable.

Heilan House has abandoned the traditional "person-to-person" shopping guide model, and instead provides consumers with a non-interfering and free shopping environment for clothes. Heilan House's clothing products are displayed in categories, sizes, and specifications, and there is a clear shopping guide so that consumers can easily choose clothes according to their height and body shape. Heilan House also has bells next to the shelves and in the fitting rooms. If a customer needs service, he only needs to press the bell and professional service staff from Heilan House will come to him in the shortest time. Provide him with quality and thoughtful service. It is this relaxed and convenient clothing shopping experience that makes more male consumers willing to come to Heilan Home to choose a suit or a shirt, a shirt or a tie, a tie or a belt, and avoid the hassle of shopping in multiple stores. It has become a fashionable and convenient "one-stop" consumption.

Both "connected" and "locked"

Many current clothing chain brands have the problem of "connected" but not "locked", that is, they only have a "connected" image and no unified image. There is no unified price or service, and management cannot "lock" it. Heilan Home has unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified training, unified settlement, and unified nationwide chain operation management, truly achieving both "connection" and "connection". "Lock" and "connect" the brand, "connect" the image, "connect" the product, "connect" the service, and "lock" the management, so that every store can follow the company's standardized model In terms of operation, each department of the company can also serve the stores according to standardized business processes. Standardization has become the guarantee that Heilan Home stores will "copy without distortion".

3 Brand Image Editor

At the beginning of its establishment, Heilan House proposed to create an independent brand of national clothing. While making good products, Heilan House also attaches great importance to the brand image. It has successively hired famous Hong Kong program host David Wu, rising film and television star Yin Xiaotian, and new-generation super-popular idol Du Chun as image spokespersons, and has launched various advertisements, Every year, we participate in the China International Clothing and Accessories Expo to promote the Heilan House brand.

In terms of store expansion, Heilan House regards "prime locations and diamond stores" as the "eight-character scripture" for location selection. The "prime area" is located in the main business district of the city. It is the most popular, best-selling, highest-level commercial center with many brand stores, large department stores and various commercial facilities. The "Diamond Store" is located in The "prime location" has the most concentrated passenger flow and the best environment on the first floor and has an independent facade along the street. The CI logo of Heilan House, which combines yellow and blue colors, has a bright and bright image. It is particularly effective under lighting at night, creating a strong commercial atmosphere for the commercial street where it is located. Therefore, within Jiangsu Province, Heilan House, like McDonald's and KFC, has become one of the preferred brands introduced by many governments to improve the quality of local commercial pedestrian streets, and Heilan House stores have become commercial highlights in many cities.

Becoming popular nationwide with a new model

In March 2007, Heilan Group, which has always focused on building brands, once again became the focus of national attention. Jiangyin Heilan Home Clothing Co., Ltd. under the group

Heilan Home

The company once again topped the podium of China's clothing industry. "Heilan Home" won the top spot with its chain operation, unified image, and super-large-scale marketing model. Winning the "Potential Award", the annual award for Chinese clothing brands, is another honor won by Heilan House after winning the "Marketing Award". The Heilan House brand once again became famous across the country. In September 2002, a new popular clothing "retail format" - Heilan House men's clothing optional shopping mall officially opened its doors.

The self-selected shopping mall of "Heilan Home" seems to be no different from ordinary clothing chain stores. However, those with a discerning eye will find that the traditional clothing consumption channel model has been fundamentally subverted in "Heilan Home". Transformed into a new pattern of "pasture - factory - shopping mall", "Heilan Home" uses all its own resources without the participation of middlemen. The cost and product quality of clothing are effectively controlled, and it also makes full use of the group's cooperation with top international brands. With years of successful experience in cooperation and strict implementation of international clothing industry production standards in terms of pattern design, fabric selection, and quality management, "Heilan Home" has perfectly realized the brand dream of "high quality, mid-price" men's wardrobes.

Walking in shopping malls and supermarkets, the numerous discounts and promotions are dazzling. When discounts become a fashion in society, "Heilan House" goes in the opposite direction. The unique marketing model has enabled "Heilan House" to enhance its brand integrity. The simple yet rich concept of men's wardrobe has maintained its unique style in the fierce market competition. "Heilan Home" implements unified and standardized operations in terms of store image, price, logistics, and management, and relies on the advanced network platform of the headquarters logistics center to grasp the sales status of each chain store in a timely manner.

In addition, "Heilan House" also has a series of innovations in marketing such as a standardized self-selection system and one-stop full service, which has led to frequent good sales reports of the Heilan House brand. It ranks first in men's clothing sales in Jiangsu.

Advanced research and development with new thinking

Heilan House focuses on product research and development in brand innovation. It not only has a team of independent designers, but also "Heilan House" The company cooperates with Donghua University and other institutions of higher learning to establish a research and development center to actively research the technology development and development trends of clothing and the development of new products, and has developed a large number of new products such as anti-wrinkle pants, new anti-wrinkle and anti-shrink shirts, and anti-static clothing. . The birth of "Haizhiwei" machine washable wool suit is the best among many innovative products of "Heilan House".

Heilan House has also set up a design creative park to exchange and discuss new design concepts and ideas. It has also held design creative competitions for students from dozens of fashion schools, including Tsinghua University and Beijing Institute of Fashion Technology, which not only enriched and exercised the design ideas and wisdom of the reserve design forces, but also enabled a group of outstanding creative design works to stand out and provide Heilan with Home provides favorable conditions for selecting outstanding talents, and also builds a good platform for Heilan Home's product research and development to be at the forefront of the same industry nationwide. Every month, Heilan House develops and launches dozens of new styles, which have been loved by consumers since they were put on the market.

Enhancing the image with new ideas

With the acceleration of brand building in the past two years, Heilan House has not only achieved rapid development in marketing, but the social influence of the brand has also been expanding. , one of the important reasons is to take advantage of the Jiangsu International Fashion Festival hosted by the Jiangsu Provincial People's Government and make full use of the Jiangsu International Fashion Festival platform to promote the Heilan House brand and enhance the brand image of Heilan House. Continuously named and co-organized the opening party of the 8th and upcoming 9th Jiangsu International Fashion Festival. The opening party of the Jiangsu International Fashion Festival will no longer present to the audience a traditional literary evening. Instead, it will integrate fashion display, news and information transmission, brand interaction, fashion programs and other forms into one, focusing on displaying the charm of brand Jiangsu and fashionable Jiangsu. The party also highlighted the achievements of Heilan House as it strides from Jiangsu to the whole country and from China to the world, further expanding the social influence of the Heilan House brand.

Heilan House develops in innovation and will also improve in innovation. The upcoming 9th Jiangsu International Fashion Festival will add color to the brand image of Heilan House and inspire Heilan House. The company has gone further on the road to its own brand.

4 Business Market Editor

Business Market - No off-season all year round

When Heilan Home was first launched on the market, suits were the main product Yes, the advertising slogan at that time was also "Heilan House, suits of your choice". Later, through market research, based on market conditions and fashion trends, combined with brand style and the cultural tastes of the target consumer groups, Heilan House products increased the proportion of leisure products, enriched categories and styles, shortened the product development cycle, and new products The constant availability has stimulated the purchase of men's clothing. The slogan "Heilan House, suits of your choice" was also changed to "Heilan House, men's wardrobe".

In the Chinese market, many men's clothing brands only sell spring, autumn and winter. Summer is mostly regarded as the off-season, just a transitional period. Through extensive and in-depth market research and analysis, Heilan House focuses on promoting T-shirts, shirts, casual pants and other products for the summer market, boldly using bright colors such as red, yellow, green, orange, purple and blue, and enhancing the functionality of the products. , improve the taking performance of the product and are well received by consumers. While launching new products, we have increased the amount of best-selling products to ensure sufficient quantities and sizes to ensure continuous supply and ensure sales in each store. Heilan House has changed the traditional business philosophy of men's clothing, treating the off-season as the main season, and achieving the peak season all year round.

[3]

In May 2014, the official flagship store of Heilan Home was launched on Dangdang.com, with simultaneous online and offline sales across the country, with a 100% new product rate. The presence on Dangdang has broadened the platform of Heilan Home. and adds fresh vitality. [4]