Can the 32 year old Shaoshuai take over Hailans family and get out of the predicament of development

category:Finance
 Can the 32 year old Shaoshuai take over Hailans family and get out of the predicament of development


Born in 1988, graduated from Tsinghua University, vice president of Jiangsu Federation of Young Entrepreneurs These are the key words of Zhou lichen. Now, he will be at the helm of Hailan home, which has a revenue of more than 20 billion yuan.

Hailan home was listed on the back door in April 2014. It has a number of brands, including mens and womens wear and childrens wear. Recently, the company has become the focus of the industry several times, including the replacement of spokesmen, high inventory, etc. In addition, compared with the Gaoguang period, there are views that the house of Hailan has gradually faded away.

Can the succession of the second generation bring the family of linghailan into a new situation? Textile shoes and clothing brand management experts, general manager of Shanghai Liangqi Brand Management Co., Ltd. Cheng Weixiong thinks that there is a long way to go. At present, the clothing enterprises with full coverage and full categories have a lot of difficulties. Enterprises should focus on it and build their own advantages..

32 year old Hai Lan home, by 32 year old Zhou lichen to take over. According to a person close to Hailan home, the handover ceremony was held on November 25, Zhou Jianping said. It is said that at the end of his speech, Zhou Jianping also assured everyone present: my son is better than me!

According to the public information, Zhou lichen is Zhou Jianpings son, who once served as the general manager of Hailan Home Brand Management Co., Ltd.; he is now vice president of the 7th Council of China Garment Association, vice president of Jiangsu Federation of young entrepreneurs, vice chairman of the 11th Council of Jiangsu General Chamber of commerce, member of Jiangsu Youth Federation and vice chairman of Hailan home Co., Ltd.

On the evening of November 25, Hailan home also announced that Zhou Jianping signed the equity transfer agreement with Zhou lichen and Zhou Yanqi respectively. Zhou Jianping transferred 23.1% of Hailan holding shares to Zhou lichen and 0.9% of Hailan holding shares to Zhou Yanqi.

It is reported that Zhou lichen, the new leader of Hailan home, entered the group after graduation, and took the post of president of Hailan group in 2017, fully responsible for the operation and management and brand building. In the mouth of a lot of sea LAN family staff, Zhou lichens working ability is quite recognized.

Before the home of Hailan, Meibang also experienced the successor in the battle. At the end of 2016, Zhou Chengjian, founder of Meibang clothing, applied to the board of directors to resign from his position as chairman and President of the company, and his daughter Hu Jiajia took over. Zhou Chengjian said that if there are conditions, we should look for opportunities as soon as possible to hand over its mission and responsibility to the new generation, who will complete a new round of transformation of the enterprise.

The change of chairmans position of Hailan home seems to be due to similar reasons. Clothing is a fashion business. He thinks its the world for young people now, so we should let Xiao Dong Zhou (Zhou lichen) come out. An insider of Hailan house told the international finance news.

A clothing industry observer pointed out to reporters that the second generation of Hailans home is natural. Since graduation, nearly 10 years of training, the son inherits his fathers career, which shows that Lao Zhou has high expectations for the second generation. Its true that the founders of the past generation cant keep up with the new ways of playing. Instead of tossing around in their positions, its better to change to young people. However, they should not listen to Zhou Jianping. It seems to be retreating to the second line, but actually still in the lake and lake..

Hailan home revealed in an interview with the reporter of international finance news that Zhou lichen will lead the company to seek the road of innovation, actively upgrade and transform, and expand the development of the companys brand. First of all, it is necessary to keep the brand younger, develop the products of young people, understand the thinking and lifestyle of young people, and actively develop young customer groups on the basis of retaining the original customer group. Secondly, it is necessary to increase efforts in product iterative transformation, strengthen the optimization of category supply chain, try to develop products with stronger sense of technology and functionality, tap womens demand, and move towards the direction of nationalization Iterative update .

Although mens Wardrobe has become an important key word of Hailan home, in fact, the brand matrix of Hailan home has already been expanded.

According to the performance report, Hailan home owns brands including mens wear, womens wear, childrens wear, professional wear and life home furnishings. The main brands include Hailan home, San keno, Hailans preferred living house, ovv, British, boys and girls, and black whale.

At the beginning of backdoor listing in 2014, with its unique business model, Hailan home once became the clothing enterprise with the largest market value of A-share, with a total market value of more than 70 billion yuan. But in the past few years, the scenery has been like yesterday.

Data show that due to the impact of the epidemic, Hailan homes performance continues to be low. In the first half of this year, its revenue and profit fell by 24.43% and 55.42% respectively. The latest financial report shows that in the first nine months of this year, its revenue and profit still fell by 19.82% and 50.69% respectively. At the same time, the inventory problem of Hailan home has also aroused concern. As of the end of the third quarter of this year, its inventory reached 8.6 billion yuan.

Hailan home also said that the companys revenue and net profit in the first three quarters decreased year on year, mainly due to the impact of the epidemic in the first quarter; the growth of terminal retail sales of main brands in the third quarter turned from negative to positive, which can be said to have got rid of the impact of the epidemic; the revenue and net profit of the fourth quarter of this year are expected to achieve double-digit growth.

On the issue of inventory, Hailan home said that it was mainly related to the companys business model, and the difference in disclosure caliber led to the high absolute number of inventory. The companys inventory not only includes the warehouse inventory of the headquarters, but also includes all the stock that is sent to stores through channels. However, the companys inventory risk is controllable, and the inventory structure will be improved through various ways in the future. In addition, the company will continue to combine online Ole, live delivery, small program, community marketing and other means to speed up inventory turnover and reduce operational risk.

However, for the current business performance of Hailan home, some insiders said that in addition to external factors, it is also related to its own development mode. For a long time, Hailan home has always focused on brand building, channel operation and supply chain management. From another perspective, this is interpreted as insufficient investment in product production and R & D.

To do a good brand is not to have a Hailan home brand, but to let the brand reflect its connotation through products. Its just like being a shopkeeper and throwing it to the factory to organize its own goods. With its name ODM, isnt it that you dont want to undertake R & D, production and inventory? Cheng Weixiong threw such a question to the reporter. In his opinion, the model of Hailan family once achieved phased success, but now there are many imitators, and the cake belonging to Hailan house is shrinking. At present, there are many brands under the company, and the whole category operation has certain challenges for enterprises.

In this regard, Hailan home told reporters that in the future, the company will strengthen close cooperation with domestic and foreign raw material suppliers, set up research and development teams in domestic first tier cities, establish cooperative relations, and plan to recruit designer teams; at the same time, the company plans to jointly research and develop medium and high-end products with external designers, and the design and development of various brands will be deeply cultivated in the future. The house of Hailan is seeking change. Zhou lichen once said in the annual report in 2019 that the company implemented the strategic optimization of focusing on the main brand in 2019, reshaping and upgrading the main brand with Hailan home as the core. In addition, it has also adjusted many non core brands decisively, and strengthened the risk controllability while the survival of the fittest in the development of multiple brands. This round of optimization strategy will make Hailan home better light loaded in 2020, and the effect will be more obvious in the second half of the year. After the Shaoshuai takes over, the effectiveness of the optimization strategy of Hailan home still needs time to test. Reporter Wang Minjie editor Shen Yujie responsible editor Bai Yanbing_ NF5619

In this regard, Hailan home told reporters that in the future, the company will strengthen close cooperation with domestic and foreign raw material suppliers, set up research and development teams in domestic first tier cities, establish cooperative relations, and plan to recruit designer teams; at the same time, the company plans to jointly research and develop medium and high-end products with external designers, and the design and development of various brands will be deeply cultivated in the future.

The house of Hailan is seeking change. Zhou lichen once said in the annual report in 2019 that the company implemented the strategic optimization of focusing on the main brand in 2019, reshaping and upgrading the main brand with Hailan home as the core. In addition, it has also adjusted many non core brands decisively, and strengthened the risk controllability while the survival of the fittest in the development of multiple brands. This round of optimization strategy will make Hailan home better light loaded in 2020, and the effect will be more obvious in the second half of the year.

After the Shaoshuai takes over, the effectiveness of the optimization strategy of Hailan home still needs time to test.

Reporter Wang Minjie

Responsible editor Bai Yanbing