Iteration Is The Change Of Hailan Home Wardrobe, Strong Recovery Of Nationalization Brand Direction

"Men's Wardrobe" is the early advertising slogan of Hailan home (600398. SH), and it is such a positioning that makes the early growth of Hailan home. However, with the iteration of consumer behavior and aging image and category, it seems that "Hailan home" is no longer a wardrobe for men to visit once a year. This has also led to the decline of sales in the same store and the continuous high inventory in recent years.

However, in the past, the star enterprises which seem to be declining gradually in the past have delivered an unexpected answer in the third quarterly report. We can't help but ask, is this the turning point of the company's performance, or is it just a flash in the pan? In fact, from the performance point of view, the third quarter report is not enough to see a very obvious change. Although the decline rate of year-on-year revenue is narrowing, the decline of net profit and non net profit has not changed significantly.

The reason why "financial graffiti" calls the company's three quarterly reports as an unexpected answer mainly lies in the rapid development of online sales and the strong recovery of offline sales in the third quarter.

Let's start with online data. From a single quarter point of view, the growth rate of the company's online sales is greatly increased, from 16.7% in the first quarter to 40% in the second quarter, and then to 170% in the third quarter. Its development momentum can be described as strong. From the beginning of last year, the sales target of the company's main business increased from No. 59% to 6.0% in the same period of last year, accounting for 11.0% of the company's revenue in the same period.

Then from the recovery of offline terminal pipeline. From the basic zero sales in February, it recovered to 50% in March, less than 70% in April, and then gradually returned to 90% in July and August, until the terminal flow was back to normal in September. According to the "double digit" of "financial intelligence" in October, the company's sales volume has increased further.

It is online sales maintain a rapid growth at the same time, offline water began to resume double-digit growth, Hailan home's performance turning point seems to be quietly arrived in the third quarter.

Behind the data changes, what has happened to Hailan home itself? Is it just because a hit TV series "thirty just" has made more female users realize the company's women's wear brand ovv, which has doubled its performance in a short period of time? Or is the life home brand "Hailan optimization" growing by 70% in the first three quarters? Financial graffiti thinks the answer is not only one-sided From the overall perspective, we can find that: Hailan home is undergoing a more far-reaching iteration in terms of brand and category.

Financial graffiti learned from the company's management that in the next three years, Hailan home's strategy will gradually iterate from the original "men's Wardrobe" to a more national brand.

Starting from this year, pure commercial categories and products will undergo a strategic contraction in the next three years, with more R & D and iteration of functional products. The main reason why the recovery in the third quarter can be accelerated is that the company has made great optimization in the category supply chain, further reducing the proportion of commercial products, and giving up all exhibition space to more functionality More parent-child products. In the next three years, Hailan home will no longer have new men's wear brand expansion, but will iterate and incubate brands and products in the direction of women and lifestyle.

The outbreak of ovv, the high growth of Hailan's preferred products, and the return of sales data of offline stores to double-digit growth reflect the most fundamental change of Hailan home - from "men's Wardrobe" to national clothing transformation.

In order to meet the brand-new positioning, we have seen that the company has recently chosen Jay Chou, who is more national in terms of spokesperson replacement. This is based on the fact that the main consumers are the post-80s and 90s, who are about 30 years old, and this part of the core group is also the group that grew up with Jay Chou. The popularity of topics and consumer awareness caused by the new spokesperson has been greatly improved. The company also hopes that the replacement of spokesperson can refresh the user's cognition of Hailan home. It is reported that in the fourth quarter, Jay Chou will also cooperate with Hailan house to publicize the new winter product Aurora series down jacket. Next year, he will promote Hailan home in a more in-depth way in terms of single and other works.

New spokesperson, new category strategy, Hailan home has quietly said goodbye to the old impression we once thought.