Recently, Haishu’s officially released the news that Zhou Lijun, the son of Zhou Jianping, the chairman of the group, served as the president of Haishu Group Co., Ltd., and Zhou Jianping was still the chairman.
According to public reports and related information, Zhou Lijun was born in 1988. He studied under finance at Tsinghua University. After graduating in 2010, he went to work in Shanghai. He worked for an overseas investment fund management platform focused on investing in the Chinese market. He returned two years later. Haicang Group Headquarters, later served as General Manager of Haishu Group, a subsidiary of Haishu Group.
After Zhou Lijun joined, the frequency of Haishu’s family appeared in front of the public was getting higher and higher, and the platform that appeared appeared more and more “tidalâ€.
First transcript
After entering the Haishu Group, Zhou Lijun took the lead in taking over the advertising section of Haishu and expanded the advertising focus from TV to the Internet. Subsequently, Zhou Lijun's business scope in Haishu's home has been expanded to the advertising department, commodity center, information center, e-commerce and other departments.
The Haicang House, which was famous for its slogan "Haicang House, Men's Wardrobe", has been named and sponsored in recent years. In addition to the exclusive costume sponsorship of "Running Brothers" and "The Strongest Brain" for three consecutive seasons, Haishu's home has sponsored "Meng Masking" and "Mars Intelligence Bureau" for several months, titled "Single War". Wait for multiple network variety.
For Haishu's home, its products are actively moving towards “youngnessâ€. The above programs have a large number of young and fixed audiences, which is also in line with the brand and even the group's strategy of transforming into a younger one.
In April last year, Haicang House also entered the IP market and jointly launched the “Madagascar†series of derivatives with Oriental DreamWorks. Haishu House said that the cooperation with Oriental DreamWorks will help companies transform the success of business into the influence of the brand, making the brand more young, fashionable, more dynamic and imaginative.
In the study of the FT Chinese docking class, it was found that the rich second generation were eager to make changes to the family business. Almost everyone (97%) of the respondents who have already entered the family business believe that the company needs to make changes. When it comes to what kind of change, 59% want to make a “revolutionary change†to the family business.
However, Zhou Lijun’s experimental field selected in brand marketing is actually facing a big wave of sand, rather than a resource-rich place for innovation breakthrough. Some analysts pointed out that the dividend period of the network and TV variety has passed. Compared with innovation and derivative, Chinese companies are better at following the trend, and the consequences of following the trend are a large number of victims. The same is true for the title of the variety show. In the concept investment period, the competition is a mess, and eventually the enterprises that burn excessive money are coming to a close.
Lou Baijin, chairman of Shenzhen Jinjian Garment Co., Ltd. believes that the clothing industry market is very fine and professional, and it is difficult to do luxury goods with good fashion. It is not good to be good at luxury goods. In the same way, the home of Haishu and the young group are also close to the horizon.
Smile curve of the clothing industry
According to the statistics of China Garment Network, in the first three quarters of 2016, 28 listed companies in China's apparel retail industry achieved a total revenue of 69.251 billion yuan, of which 20 billion clubs won two seats, namely, 12.67 billion yuan for Haishu House and 10.519 billion yuan for Youngor. . The average revenue scale was 2.473 billion yuan.
The overall market is in a downturn, and it has not really rebounded completely. Only the brands that are doing integrated operations have performed well. Haishu’s home is one of the best.
An industry expert who did not want to disclose his name,
Since the 1980s and 1990s, the Chinese garment enterprises have started from production, and they have basically dug their first bucket of gold by foundry. Investment and production have become difficult for them to give up.
But the times are changing. Nowadays, a large number of successful foreign light asset companies show that for apparel companies, the value chain has a smile curve. “Design and brand, channel and sales†are the two most profitable links, the most important. It is to grasp the two cores of design and sales. As for production, this upstream low-margin link may be outsourced because of the abundant manufacturing resources in the market.
Haishu House's long and short board on the smile curve of this value chain is very clear.
Laiyang, a special expert of the Beijing Business Research Institute and secretary general of the Beijing Business Economics Association, said that in the first-tier cities, international brands are competing to enter, brand fashion is also increasing, and the space for Haishu’s home is gradually shrinking. The brand recognition is not high.
In the third- and fourth-tier cities, with the sinking of brands and consumption, consumers who are more concerned about fashion will probably abandon the home of Haishu, and the pressure on the brand will become more and more serious. The transformation of Haishu's home image must increase investment in fashion design and layout upgrade.
OEM giant
In addition to product design, Zhou Lijun's father Zhou Jianping has laid a vast and efficient and controllable Jiangshan.
The Haicang House has two characteristics.
One is that the Haishu House does not produce itself and does not participate in the design. Instead, the supplier sends his design to the Haishu House for screening and the selected order. Moreover, if the sales are not available within two sales seasons, the supplier must agree to the return.
The other is that the franchise store has to pay 1 million yuan for the franchise fee. After paying the franchise fee, it also needs to bear the store staff of the store. Moreover, it does not need to personally participate in the operation and management of the store, and manage the work. Haishu’s home will let itself The appointed store manager is responsible. Haicang House promises that the 1 million yuan initial fee will be refunded within 5 years.
These two characteristics are controversial in the industry, and there are many supporters and skeptics.
"Some people think that Haishu's home has squeezed suppliers and does not bear the cost of inventory. But in fact, many small and medium-sized garment manufacturers in China are on the verge of bankruptcy. For them, having a large retail terminal system is the biggest help. This is equivalent to a reasonable combination of production resources." An industry analyst analyzed.
On the other hand, the practice of letting the franchise stores bear the rent and staff costs, but also to pay a large margin is criticized by some industry professionals as a way of financing in a “financial finance†disguised form. However, there are also many people in the garment industry who believe that the Haishu Home is a big innovation because there are many such resources in the second and third tier cities, they have the ability to get the best location, and they have funds but lack safe investment channels. The Haicang House just integrates these social capitals.
Although Haishu’s strategy is quite controversial, it is indeed a bold innovation based on the actual situation in China. This innovative model may not last forever, but so far, it has helped Haishu’s home achieve certain success. .
Haicang House's brand and its coverage groups
"Rite Enemy" Uniqlo
At the beginning of 2002, Zhou Jianping went abroad for a market study, and the destination chose Japan. At that time, the volume-selling self-purchasing clothing was still a concept in China, but in Japan, brand chaining has already been realized. Uniqlo is one of the more well-known brands.
Zhou Jianping especially appreciates the three characteristics of Uniqlo: First, clothing is divided according to gender and function, and the layout of the store is clear at a glance; Second, the same style of clothes, providing a variety of color choices, design intimate; Third, customers shop on their own, the shelf size is complete The fitting room is sufficient, and there is no longer any pressure to be “small and tightâ€.
On the return flight, Zhou Jianping made up his mind and he has to follow this path in China. In September 2002, Nanjing Zhongshan North Road, the first store of the men's clothing brand “Haicang Homeâ€, officially opened.
Zhou Jianping did not specifically test whether he was the first person to introduce the concept of “selling clothes†into China. But for the domestic consumers at the time, this opened a new page in the history of Chinese clothing marketing. Say goodbye to the sneak peek of "shopping stalks."
In the operation mode, Haishu's home does not follow the UNIQLO SPA model (that is, the SPA manufacturing retail model, from the initial product planning, fabric development, production and processing, logistics to sales, all processes are 100% controlled Strategy.) Instead, it plays a role in branding and opening up upstream and downstream channels.
In recent years, Haicang House has always regarded Uniqlo as its main competitor. The Chinese market has become an important “base†for Uniqlo's transnational strategy, its product positioning overlapping with Haicang House, and the overlapping of market territory. Let Zhou Jianping shouted to fight PK with Uniqlo.
"I propose to work with Uniqlo PK, but at the same time I hope that a company not only has to compete with competitor PK, but also is willing to take a new path in this process and promote the common progress of the industry." Zhou Jianping said.
To give an intuitive example, suppose that the “Gate Face†Uniqlo flagship store in Sanlitun, Beijing has been replaced by Haishu’s home. Can you accept the local merchants and enterprises? How do young people who often come here do it?
With the current product tonality of the Haicang House, such an impact may be disastrous. And if Zhou Lijun really wants to break into the youth market, he must make every effort to make this assumption less "violation."
More men's clothing brand recommendation: Fu Yi, Kai Di Long Chi, new rising genre
Editor in charge: Yang Bo
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