Some time ago, the poster of Lin Gengxin, the spokesperson of Hailan Home, was crazily called by netizens... This also triggered a discussion about the style of previous spokespersons of Hailan Home: the discussion results were very consistent, and netizens put a new label on Lin Gengxin: This is a man who saved Hailan Home.
In 2002, when entering the men's clothing market, HaiLan Home targeted the "business group". The business people at that time had very simple needs: suits, trousers and shirts, and then a POLO shirt. In the past decade, HaiLan Home has successfully captured the wardrobe of business people with these basic categories. However, with the change of consumer groups, the original "business elite" entered middle age, and the post-85s and post-90s became the new generation of main consumer groups, and their demand for "business formal wear" is not strong.
According to the CBNData report, since 2011, the market share of business formal wear is shrinking year by year. Taking Yageo, which has always occupied the first place in the market share for many years, as an example, compared with 2011, the market share of Yageo men's suits and men's shirts both decreased by about 2.6% in 2015.
This also reflects that consumers' loyalty to leading business formal wear brands has declined. If the brand does not transform, its market share is likely to continue to decline.
HaiLan Home is one of the men's clothing brands that are actively seeking transformation. According to the first half of the financial report of listed clothing companies in 2017 released not long ago, HaiLan Home ranked first in men's clothing with revenue of 9.253 billion yuan. Judging from the growth rate, HaiLan Home achieved double profit growth, which can be said to be the winner of "men's clothing".
From "middle-aged and elderly wardrobe" to "little fresh meat wardrobe". What changes has HaiLan Home made in order to capture the young people's wardrobe?
1. Create a "light" business for young people
Young consumers are eager for personalized labels, and even in serious business occasions, they hope to have their own characteristics.
As a result, the men's clothing industry has shown a trend of "mainly dress casually". The boundary between formal wear and casual wear is gradually blurring, and the elements of sports and dynamic are refined and integrated into men's business clothing, and the entire design is more simple. After studying the fashion tastes of young people, HaiLan Home began to transform and cross-border.
For fashionable and handsome men, HaiLan Home has jointly launched a joint series with men's clothing designer Zhou Xiangyu. Once the series was launched, it quickly caused a huge wave in the fashion circle, and it became the most topical "trendy fried chicken" without any controversy!
For literary and artistic youth, HaiLan Home jointly released a cotton leprosy series with Lin Gengxin. It is this series of publicity posters that make the unscrupulous people who are not aware of the truth realize the transformation of HaiLan Home:
In addition, comfortable sports style and daily casual style have also become the mainstream style of HaiLan Home. Correspondingly, the style is being subdivided, and the richness of clothing categories is also being continuously improved: bomber jackets, baseball jackets, sports sweatshirts, casual suits, fake two-piece sweaters, windbreakers... According to this trend, visiting HaiLan Home twice a year may not be enough.
2. The design sense that young people want
The mathematical committee member found that in addition to the richness of clothing categories, HaiLan Home has also put a lot of effort into changing style design:
① Colors are also high-end
Taking solid-color sweaters as an example, the main autumn and winter styles of HaiLan Home in the past were as follows:
Nowadays, HaiLan Home’s main autumn and winter solid-color sweaters are as follows:
Judging from the color of HaiLan Home clothing, fancy colors have decreased, and navy blue, black, white, gray and blue have become the main colors. Why did HaiLan Home make such a change?
According to CBNData big data, gray, blue, white, navy blue and black have gradually become the main choices for business people.
Among them, navy blue is the color with better sales performance in recent years:
For male consumers, in addition to the three basic business colors of black, white and gray, navy blue not only retains the rigor of black, but also has some connotations, allowing consumers to stand out from all the black, white and gray. At the same time, HaiLan Home has also tried more colors, such as the following blue-gray sweater, to create a fresh and refreshing autumn and winter:
The changes in color selection of HaiLan Home seem to be a change in design style, but in fact, HaiLan Home has grasped consumers' consumption needs at different times.
②A more personalized design
In order to cater to the consumption tastes of young people, in addition to broadening the diversity of styles and categories, HaiLan Home has also spent a lot of effort on design.
Nowadays, many young consumers like "mixed style" and like multi-level dressing styles. But in fact, if you really wear multiple layers, it is easy to be bloated, so fake two-piece clothing has become popular, such as fake shirt collars, fake two-piece suits, etc. For consumers, spending one piece of money to wear two clothes is effective, with high cost performance and simple matching, so it has been favored by consumers in recent years.
HaiLan Home also discovered this demand and launched a series of fake two-piece suits. Among the 2017 autumn and winter products alone, the number of "fake two-piece" products is as high as 140, covering categories such as T-shirts, sweaters, sweaters, etc.
According to the official flagship store page of HaiLan Home, "Fake Two" has become one of the hot search terms in the store.
Before the transformation, the old style was one of the complaints of HaiLan Home. But now, HaiLan Home has conquered today's consumers with its "young design sense".
3. Subdividing the dress scenes of young people
In the past, male consumers had very simple demand for wearing scenarios, one was daily life and the other was business. Nowadays, the life scenes of young men are more segmented, including business, shopping, home, sports, travel, etc. For them, every set of LOOK should have a specific scenario.
Since its transformation in 2014, HaiLan Home's categories have begun to expand one after another: jeans, casual jackets, sweatshirts, etc., and recommend related matching for consumers in a scenario-based way.
On the official website of HaiLan Home, you can see different outfit scenes such as sports time, workplace male gods, midsummer trips, academics and technical homes. Consumers can take the seat according to the matching number and find matching items in different scenarios. On the one hand, HaiLan Home has been constantly developing products with diversified scenarios, allowing a wider audience and more choices; on the other hand, HaiLan Home has created scene-based shopping, which also allows consumers to quickly find their favorite products and enhance their experience.
4. Adhere to high cost performance
Compared with the change in style, HaiLan Home seems to be very persistent in the positioning of price: medium-priced and high cost-effectiveness.
Taking the down jacket that HaiLan Home focuses on during Double Eleven this year as an example, the price of this product is 298 yuan.
According to the CBNData report, the price range with the highest concentration of consumer purchases during Double Eleven is within 150-300 yuan, followed by the price range of 300-500 yuan.
The price of HaiLan Home at 298 yuan is just between these two price ranges. It is the most popular price among consumers and within the price range that young consumers can generally accept.
Many people attribute the success of HaiLan Home's transformation to "spokespersons" and "advertising". Beneath these bright surfaces, everyone should also see the innovation and progress of HaiLan Home on the product side. In addition to the star effect and advertising effect, the cultivation of "internal strength" is the foundation for successful transformation.
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