It is obviously not enough to only do "men's wardrobe."
In the past year, Hawthorn's home has been upgraded in all aspects, including technology, shopping experience and product lines. Incoming Alibaba New Retail, the first open-category collection shop, debut new stores, 100 million shares "China ZARA" UR, investment in baby plates, acquisition of overseas companies, preparation of micro mall......
And all this must be said from the beginning of last year.
On February 8, 2017, at the Haishu Group Pegasus Award Presentation Ceremony, Haishu Group announced that Zhou Lizhen, who is only 29 years old, has served as President of Haishu Group, and Zhou Jianping, Chairman of Haishu Group, personally wrote the on-site gift “Building Achievementsâ€.
I don’t want to live up to my father’s great expectations, or my personal preference for clothing, and the down-to-earth way she’s always been doing. Hailan’s home has won over 400 million sales in less than a year. Double 11 men's TOP1; the first three quarters of the revenue has already entered the Ten Billion Club early; the market value is close to 50 billion; also boldly overweight new retail, with Ali cooperation, offline 5,000 stores have been upgraded to a new retail "smart store", creating New business structure.
Under the leadership of Zhou Lijun, the "rich" men's Haishu home will also point to the children's clothing, fast fashion and home plate.
In 2017, Haicang Home was the second largest shareholder of British-English baby who integrated design, research and development, and sales of high-quality baby products and represented a number of well-known baby and maternity products brands at home and abroad, with an investment of 660 million yuan. According to Hailan House, due to the “comprehensive two-child†policy, there is a huge potential for the development of infant and young children's consumer market.
It should be noted that at present, the entire baby and baby industry in China has shown an explosive growth trend. In 2017, it was also referred to by the industry as "the first year of the children's wear market." It is estimated that the scale of China's children's wear market will exceed 150 billion in 2017.
It also wants to take this opportunity to seize the consumption demand of middle-to-high end infant and toddler products by young parents under the “consumption upgrade†and “Internet+†environment, grasp the rapid growth opportunities in the baby market, and increase new profit growth points.
In August of last year, the URBAN REVIVO ("UR"), which is called "China ZARA" with a share of 100 million yuan, has caused a lot of repercussions in the industry.
UR is positioned in the field of fast fashion, mainly for urban white-collar workers aged 20-40 years to launch products that meet local demand and cost-effective products. Compared with Uniqlo, MUJI, and other high standardization fast fashion, UR is based on the fast reverse supply chain. Pay more attention to the popular elements of the season.
At present, UR has more than 160 stores in 60 cities across the country and overseas, and is maintaining a growth rate of 60-100 stores per year. It is expected that the number of domestic and overseas stores will exceed 400 in 2020, and the business scale will exceed 10 billion.
Obviously, the combination with UR is conducive to the formation of a certain degree of complementarity and synergy between the two sides, sharing domestic and international resources such as design, channels, supply chain, and further increase market share.
With the help of fast fashion, it seems logical to expand product lines and develop new sku. According to the information disclosed by the official website of Heilan Home, it will have more than 100 new products every month.
The merchandise sold involves nearly 2,000 kinds of products. The products include office supplies, cosmetics, tableware, kitchen supplies, bedding, care products, travel goods, daily necessities, and furniture products. At present, four offline stores have been opened in Jiangyin City, Zhangjiagang City, Suzhou City, and Wuxi City.
It is hard to imagine that this series of drastic actions are all from the "second generation" of the company after the 85th.
In fact, before the succession, Zhou Lijun had already appeared at the Haishu Group. Although he did not enter Haishu Group after graduating from Tsinghua University for the first time, when he returned to Haishu Group headquarters in 2013, he said with a smile: "I'm not free to come back." The experience of working abroad for three years broadened his horizons. It has broadened the network of people and laid the foundation for the return of the Haishu family.
Subsequently, Zhou Lizhen took over the advertising section of Haishu. Compared to some traditional launches before, Zhou Lizhen has paid more attention to the current hot topics. “I have drastically reduced the proportion of CCTV, increased the investment of local TVs such as If You Are the One, Running Men, the Most Powerful Brain and other Variety Shows, and at the same time increase the Internet every year. Video, movie theaters, subways, and high-speed rails," said Zhou Lizhen.
The effect is also very significant, successfully reshaping the original brand image of the conservative vitality, but also to many young consumer groups began to pay attention to Haishu home.
By 2015, the business scope that Zhou Lizhen took over has gradually expanded to several major sectors such as information, commodity centers, and e-commerce.
After he took over the Information Department, he also promoted an information revolution in Haicang House. At that time, Haishu's home had a problem of high storage pressure and low efficiency. Zhou Lijun immediately thought of using RFID chip technology to deal with it.
“I listened very seriously to that class. When the teacher lectured, the role of the RFID chip was merely to identify and monitor the debris in the airport. It was even in the experimental stage, but I began to pay attention to the development of RFID chips by other organizations. When the home had a problem of high storage pressure, I felt that the time was right to launch an RFID chip."
Zhou Lijun immediately put forward a proposal for implanting RFID chips for the garments of Haifei Home. Through the investment of software, the efficiency of warehouse logistics will be effectively improved. Then in the course of practice, this “one core, three use†plan was soon put into operation by the entire staff, which injected a powerful impetus for the further improvement of the efficient operation and management of Haishu House.
It should be noted that this technology has only recently received widespread attention. Like international fast fashion ZARA, Uniqlo, etc., these technologies were only applied to stores in the near future.
In fact, people who have had contact with Zhou Lizhen have far more than just young people. "If you don't tell me that he is the Marshal's Marshal, I completely do not see the identity of the second generation of his company." A former staff member of the Haishu home who had contacted Zhou Lijun told reporters. Being low-key, humble and approachable is almost a personality tag outside of its ability to manage businesses.
The succession of the second generation is faced with the challenges of personnel, ideology, system, and strategy. How to make the company flourish in an orderly manner and at the same time respected by its employees. Zhou Lizheng has already tried small scales.
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