Hailan Home: Reinventing Innovation

Haishu Group is a well-known worsted wool manufacturing enterprise in China. In the process of advancing into the garment industry, Haishu Group creatively launched a new type of retail business called “Hailing House”, which caused an “earthquake” in the Chinese clothing retail industry. ".

After more than 20 years of development, the Chinese menswear market has matured. The profitability of the entire industry has gradually approached or equalized, and the market competition has become more and more fierce. Many men's wear brands have shown stagnant growth and sales decline. Many companies Have to find a way out. Haishu Group has not only found new economic growth points for itself but also provided rich experience for the domestic wool textile and apparel industry to enter the commercial field through “business innovation”.

During the 8th Jiangsu International Fashion Festival, the reporter interviewed Zhou Jianping, the president of Jiangsu Haishu Group. Zhou Jianping revealed the secrets of the “Hailing House” during the briefing.

"The House of Haishu" pioneered the "no-interference, self-selection" shopping model. Man shopping is needed to buy, fancy to buy, and do not like someone to follow you, stare at you, keep talking to you this good, that good, people feel uncomfortable. "The Home of the Sea" abandons this traditional "man-to-man" shopping guide, but provides consumers with an uninterrupted, free and comfortable shopping environment.

The clothing products of “Home of the House” are categorized by variety, type, and size, and there is a shopping guide at a glance. Consumers can easily purchase clothing according to their height and size. The "House of the Seahorse" also has bells on the shelf and in the fitting room. If you need services, just press the bell and the professional staff of the Home of the House will come in the shortest possible time. Your side, to provide you with quality and thoughtful service. It is this easy and convenient shopping experience that makes more male consumers willing to come to the “Haicang House”, chooses a suit to choose a shirt, selects a shirt to choose a tie, chooses a tie to choose a belt, and avoids multiple stores. The tedious shopping has become a fashionable and convenient "one-stop" consumption.

The chain of "House of the Sea" is both "connected" and "locked." At present, many clothing chain brands have the problem of “connecting” rather than “locking”, that is, they are only “consecutive” images, there is no uniform price, there is no unified service, and management cannot “lock”.

“Haili Family” adheres to the unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified training, unified settlement, and the implementation of a unified national chain operation management, which truly achieves both “connectivity” and “ lock". This kind of nine unification, which has been strictly implemented, “lives” the brand, “lives” the image, “lives” the product, “lives” the service, and “locks” the management. Each store of “House of Haicang” can operate according to the standardized model of the company. Each department of the company can also serve the store according to the standardized business process. The standardization has become the “House of Hails” store and “copying is not amiss”. The guarantee.

Haishu Group opened the first “House of Haicang” chain store four years ago and quickly grew from a little-known store to a famous Chinese brand. So far, Haishu Home has opened nearly 300 stores across the country, and its sales performance has steadily increased. In March 2006, "The House of Haishu" won the "Marketing Award" of the "China Fashion Brands of the Second Year". Xie Ming, president of the Jiangsu Textile Industry Association, summed up his successful experiences as three new ones when he summed up the brand building of Haishu Home: First, the new format, a Fabric manufacturer characterized by new retail formats, created a brand New channels for construction; Second, new technology, "Sea of ​​the House" launched "Sea of ​​the only" machine washable wool suits, breaking the tradition of high-end wool suits can only dry clean; Third, creative new, Haishu Group through A series of domestic universities have jointly created the “China's apparel creative design Haishu internship” activity, which fosters the sustainability of independent innovation for enterprises and has become an important measure for brand promotion.