Heilan Group aims to implement the famous brand strategy and vigorously promotes the creation and construction of independent brands. "Heilan Home" is a self-created brand under the group, targeting the mass consumer group with "high quality, mid-range price". Since its establishment in 2002, "Heilan Home" has quickly occupied the domestic market with the unified image of a national chain and the supermarket's self-selected marketing model. Brand leadership, technology first.

Heilan House and the Australian Wool Development Company jointly launched the "Haizhiwei" machine-washable suits, which broke the tradition that suits can only be dry-cleaned, filled a gap in the domestic market, and was welcomed by the majority of consumers. Accept and love. In recent years, Heilan House has won titles such as Jiangsu Famous Brand Product, China Famous Brand Product, and National Inspection-Free Product. In 2006, Heilan House won the "Marketing Award" at the China Clothing Brand Annual Awards, known as the "Oscars" in the Chinese clothing industry. In 2007, it won the "Potential Award" again. In April 2009, Heilan House was recognized as a well-known trademark in China by the State Administration for Industry and Commerce.