The 17 billion revenues exceeded 3.1 billion net profit. How did Haishu’s home do it?

Why pay attention to this brand? Quanzhou men's wear brand has an important position in the Chinese men's wear industry. The representative brands are Qiwowo and Jiu Muwang. The former (clothing sector) was listed in Shenzhen in 2004. The revenue in 2013 was 2.773 billion yuan. In 2014 and 2016, respectively. 2.39 billion yuan, 2.635 billion yuan; the latter was listed in Shanghai in 2011, with revenues of 2.257 billion yuan and 2.271 billion yuan in 2015 and 2016 respectively. For them, the management of the original heart for many years has not yet broken through the threshold of 3 billion yuan. 5 billion, 10 billion, is a huge threshold. Then look at the representative brand of "Zhepai" - also the leading Chinese men's wear company - Youngor, Shanshan, Youngor's 2015 revenue of 14.5 billion yuan, net profit of about 4.4 billion yuan, of which the clothing sector realized operating income of 4.46 billion yuan; Shanshan's revenue in 2015 was 4.3 billion yuan, and the net profit was 665 million yuan. In 2016, the company's clothing business revenue can only account for one-tenth of the total revenue. Shanshan now values ​​more: The world's largest producer of lithium battery materials. Sticking to the menswear field and gaining a clear lead is it – the home of Haishu. In the author's "world view", the popularity and influence of Haishu's home is general: in the early years, a well-known male star was invited to dance in front of the store. The impression was very general. After that, a little youthful actor Du Fu was invited. (Participation in "Beijing Youth") endorsement, and then it sponsored Jiangsu Satellite TV's popular variety show "If You Are the One", only opened the national popularity. In 2014, the revenue was 12.3 billion, the revenue in 2015 was 15.8 billion, and the revenue in 2016 was 17 billion. In 2017, it was listed on the WPP's "Brandz Top 100 Most Valuable Chinese Brands" 62 (Anta, Sen Instant), A shares The market value of the highest clothing enterprises (more than 40 billion), why Haishuo home to create a miracle? A technology business observation family more than 5,000 words to tell about it, and "Women's clothing Huang Guangyu" to define Zhou Jianping. This case introduces two characteristics of the Haishu House model. One of them: the supplier provides the design, the product, it selects and orders, the inventory needs the supplier to buy back; the second: the franchisee opens the store to pay the initial fee, bear the clerk Wages, no power, Haishu’s home appointed to the manager of the store, “direct management” management. According to the author's analysis, “the inventory of Haishu Home is not the responsibility of the company. If the two marketable sales cannot be sold after the quarter, they can be returned to the supplier.” It chooses clothing so there is no need to raise too many fashion designers; investment-type joining, lowering After joining the threshold, Haishu’s home “does not need to open a store with its own money”. Through these two methods, the author believes that it “changed a new idea” and lightened the business of heavy assets (clothing industry). In the author's view (five years of famous menswear brand work experience), supplier repo inventory is a key point, Quanzhou men's clothing does not currently have this way. For a large men's wear company corresponding to hundreds of suppliers, the former has a high negotiating position and can choose several suppliers to try. The core of this mode of operation is that the products are marketable. Excessive inventory repurchases may overwhelm suppliers. Brand companies and suppliers are closely related. The second point is to open a store with franchisee funds to carry out “direct management” management. For listed companies such as Qiwowo and Jiumuwang, there is a large amount of cash reserves in hand, and it is not a competitive advantage of Haishu’s home to absorb funds to open a store! It is believed that "the model of Haishu Home is actually a replica of the Gome Suning model in the clothing industry. It is a so-called financial model. Simply put, the supplier's money is used to open the store." As far as the author seems, there is still a big difference between them - the appliance store is very large, each promoter is managing the placement and sales of their respective brands, and the Haishu home store is selling under a unified brand; It is also impossible for a business to send a promoter to the store and sell their own products. It is handled by the store manager and staff of Haishu’s home. So what is the real competitive advantage of Haishu Home? Open the 2016 Annual Report of Haishu Home, in the “Core Competitive Advantages in the Reporting Period” section, the report lists five competitive advantages: business model advantage, brand advantage, management Advantages, marketing network advantages, information system advantages, the author does not very much agree, especially for management, marketing networks, information systems, other men's clothing brands are also owned. Competitive Advantage 1: Business Model Advantages The financial report elaborates on the “company business model”, which is simply divided into two parts: self-operated and “direct-operated” of offline sales, “purchasing, joint development, and procurement”. The combination of unsalable goods return and secondary purchases - the core content is: unsalable goods can be returned, not bear the risk of tail goods. The core online sales terminal of Haishu Home's revenue, self-operated + "class direct" has two obvious advantages: First, to ensure a unified operation and management model and brand image, and one is to absorb dealers, better absorption Social capital comes in to work together to make a big business. Purchasing and joint development of the procurement link can reduce capital occupation and reduce development costs. As for the return of unsalable goods, it is a big advantage for brand clothing enterprises – inventory is the biggest “enemy” in the footwear industry. The advantages of a company and the image of a brand have all experienced the baptism of time and the precipitation of time. There are unique reasons and opportunities for it; the mystery of “direct marketing” and “returning stocks” needs to go deep inside to get more Understanding and understanding. After more than ten years of development, in the system centered on Haishu’s home (ecological circle), it has gradually mastered the initiative and can mobilize the upstream and downstream resources to “do their respective duties, benefit each other and develop together”. "It should be said that this is one of the core competitive advantages." Competitive advantage 2: Smooth product sales The best embodiment of a company's competitiveness is that its products are continuously produced and sold. Smooth product sales generally require two capabilities: marketable products, good store operations. Haishu Home and suppliers jointly develop products, make full use of the latter's design resources, and select products with professionals who are familiar with the market and rich in terminal retail experience; “Control the proportion of order products in the first single product, analyze the sales data of the stores, quickly Transfer the goods to replenish the order; set up a sea company, through the second purchase of return goods (buy inventory), reduce supplier pressure. The above measures strongly support the marketability of the products. Strong information system construction - improved the efficiency and refined management of the supply chain and inventory, self-operated and "direct-operated" mode to effectively control the terminal, they strongly support the good operation of the store. Haicang House puts a lot of energy into the good store operation ability, which can be learned in the financial report information: expand the advantageous store, consider the whole layout of the store; “real-time PK, encourage the progress, encourage the advanced, and strengthen the tracking of the target store”; Different business districts adopt different development ideas to improve the efficiency of opening stores; “The service concept of Haishu Home is deeply rooted in the hearts of the people and constantly win customers and markets”; “Strengthen PK, inspire the work of store employees and managers at all levels, and tap employees work potential, the greatest degree of improvement store sales "...... competitive advantage three: the relatively high cost of a well-known brand of men's goal is to provide consumers with more cost-effective Seiko quality merchandise, to say that a few years ago, so that men have Cost-effective precision fashion clothing. "High cost performance" is used in the image, price and other positioning is basically a high-end brand men's clothing, is not suitable. That Haishu home has a price-performance ratio? The cost-effectiveness of Haishu’s home is relative to the men’s clothing, and readers can feel when they walk into their stores. Do not follow the meaning of cost-effective, split according to the most intuitive product and price - you may think that the product seems to have little difference, the price is not high. As one of the important production bases for men's wear in China in the early days, “Jiangsu and Zhejiang” has rich experience, high quality fabrics, gathered craftsmen and precipitated. Their products still have considerable competitive advantages in quality, exquisiteness and cost. High quality and low cost are the value of a product, and also reflect the operational efficiency of its enterprise. Competitive Advantage 4: Branding and Communication The competitive advantage of Haishu Home in this respect is gradually established. This change is related to the participation of Zhou Jianping, the son of Zhou Jianping. According to the Beijing Business Daily, Zhou Lijun went to work in Shanghai after graduating in 2010... After two years, he returned to Haishu Group Headquarters and later served as the general manager of Haicang Group, a subsidiary of Haishu Group. "Incompetence" was launched in 2010 and reached its peak in 2012. Teacher Meng Fei said in the New Year's concert: "2012 "You Are the One" column, National Satellite TV, I am talking about National TV, all the columns, I said It is the national column, the ratings are the first; and according to relevant information, "In 2012, Jiangsu Satellite TV's ace program "Insecure Do not Keep" still maintains the position of the provincial TV station's self-organized column," it becomes a "phenometic level" "variety show. With the appeal and positioning of “National Men's Wear”, Haishu Home quickly followed up on this program and established its popularity. Then the brand of Haicang House appeared more and more frequently: sponsored the "Running Brothers" for three consecutive seasons to make the brand go to the mainstream, "The Strongest Brain", "The Great Challenge", "Mars Intelligence Bureau 2", " Variety of masked singers will guess, and "single war" have appeared in the home of Haishu. In 2016, the network variety show "Mars Intelligence Bureau 2", full screen is "old driver", the paragraph hand, no trace of funny, the amount of play reached 1.1 billion. The Haicang House was carefully implanted, “Let every implant become an artistic creation” and passed a net addiction. Around April 2016, Haishu House announced that Lin has become a spokesperson for its series of color cattle products. Lin updated, the new generation of male actors in mainland China, the high value of the stars in the segment. In 2017, Haishu’s hometown Lin’s updated commercials fascinated countless fans. Each frame was beautiful and the costumes were textured and charmed. His posters of cotton, linen, jackets and other products were also on the Internet. People "a tribute to the water." Adequate brand exposure has greatly enhanced the popularity and influence. The brand of Haishu Home has turned to a younger one and keeps up with the trend. As a national men's wear, the brand of “mass flow” needs to be fully disseminated. At the same time, it has increased the intensity of Internet advertising and tried it in the IP field. The store of Haicang House is stylish and shiny, and it is particularly eye-catching at night with lighting assistance. Compared with the Haishu House, the men’s clothing has been greatly reduced in brand promotion, and even some have stopped. The brand should be a continuous investment, read on a brand WeChat named "Miller Mole": "Doing brand is not to believe, but to invest, brand investment is a long-term investment." To shape the brand, big names must have a big style. In terms of branding, it is more old-fashioned to invite third- and fourth-line stars to attend the event. With enough warm-ups, enough big-name stars to start a city again, the brand needs to communicate again and again, conquering again and again.