Steadfast: Hai Lan's Home Will Upgrade The Takeaway Business And Speed Up The Process.

In July 30th, Hai Lan's home launched the "one hour shopping mall" in the WeChat public number. Today, more than 300 cities in the country are synchronized on-line, covering 4000 + stores.

China service network saw in the "HLA speed up" applet, an hour of service support within the 3 kilometers of Hai Lan home store distribution, delivery by the US group takeaway riders, freight distribution 10 yuan. The mall products include Lin renewal, the havoc of the heavenly palace, the fast drying suit, the night T-shirt, the new generation T-shirt, the ice oxygen bar and so on.

The "HLA speed up" launched by Hai Lan home is an upgrade to the external sale business. In July 2018, Hai Lan's family took part in the US group takeaway App for the first time to offer the takeaway business. It also served an hour, and promised that the online sale service would be homogeneous with the offline price.

At the beginning, when Hai Lan's family launched the US group takeaway business, there were many unexpected situations in the advertising video. For example, when we forgot to tie the tie during the interview, accidentally stained the clothes at dinner, and suddenly ripped the clothes on the bicycle, the extreme delivery of the takeaway could help men to cope with unexpected situations caught in the clothes, and unlock the fashionable lifestyle of the new men's clothing.

Takeaway now involves more food and beverage, fresh fruits and vegetables, flowers and so on. There are few clothing brands, and Hai Lan's home is the first brand to take away the business.

China service network opened the US group take away, search "Hai Lan home", recommended in the recent two stores to see, a month sold 7, a month to sell 8, send up are 20 yuan, the distribution fee is based on the distance between the distance and different, we can see that consumers' "crisis" demand still exists.

The Hai Lan's home can expand the takeaway business through the WeChat small program self built mall. It can be said that the new retail depth is explored and the online shopping platform is used to improve the consumer's consumption experience.

In February 2018, the 5.31% share of Hai Lan's home was bought by the Tencent for 2 billion 500 million yuan. It also took this opportunity to make great strides on the road of exploring new retail. The layout of online channels through the opening of the micro mall and the WeChat small program, with the help of Tencent's traffic and technology to achieve the effect of fission, innovate the traditional sales mode of Hai Lan's home, and open up new growth points.

In addition, Hai Lan's home has been stationed in many social networking platforms such as gathering, bedian, Xiaohong, global catch, and so on, to enhance brand awareness through the network platform.

Hai Lan home transformation new retail business has not achieved great results. According to the data, the business income of Hai Lan home line in 2018 was 1 billion 151 million yuan, an increase of 9.25% compared with the same period last year, while online sales accounted for only 6.14%, an increase of 0.23 percentage points over the previous year.

According to the analysis of insiders, the development of takeaway business of Hai Lan's home is a way to clean up inventory. After all, the inventory of Hai Lan's home has remained high.

As an important warning signal for clothing enterprises, inventory is likely to be defeated in the clothing industry if it is not handled well. The inventory of Hai Lan's home is increasing year by year. In the 2014-2018 years, the year-end inventory balance is 6 billion 90 million, 9 billion 580 million, 8 billion 630 million, 8 billion 490 million and 9 billion 470 million respectively, and the proportion of inventory accounts for revenue is 49.3%, 60.5%, 50.7%, 46.6% and 49.6% respectively. With the increase of inventory, the number of days of inventory turnover is also increasing. The inventory turnover time of Hai Lan's home is now up to 249.28 days.

Due to a large increase in inventory, Hai Lan's family wants to eliminate inventory through a large number of stores. But in this mode of operation, Hai Lan's home has encountered a situation of increasing profits without increasing profits, so this continuous shop mode is no longer suitable for the market of new economy, and the growth of performance has begun to slow down gradually.

According to the earnings data, the sales revenue of Hai Lan's home was 18 billion 200 million and 19 billion 90 million in 2017-2018 years, and the net profit was 3 billion 329 million and 3 billion 455 million, the growth rate was lower than 5%. And the total number of all brand stores increased from 5792 to 6673, an increase of 15.2%. We can see that the single shop profitability of Hai Lan's home has gradually declined.

Can the inventory of Hai Lan home reduce risk after the takeaway business is upgraded again? Author: Qin Jin Mei