Heilan Home

HEILAN HOME CO.,LTD
Native name
 海澜之家股份有限公司
Stock
Traded as SSE: 600398
Industry Retail
Finance
Property
Cultural Tourism
Founded 1997
Founder Zhou Jianping
Gu Dongsheng(president)
Headquarters Jiangyin, China, Jiangsu, China
Products Clothing
textile and others
Brands HLA
EICHITOO
BETTSALE
SANCANAL
Revenue RMB 12.3 billion yuan (2014)
Website HLA Global
HLA mainland China

Heilan Home (Chinese: 海澜之家; pinyin: Hǎilán zhī Jiā) is short for HEILAN HOME CO.,LTD(Chinese: 海澜之家股份有限公司). HLA, established in 2002, is the core fast fashion brand under Heilan Group based in Jiangyin, Jiangsu Province in China. HLA was named as one of “Chinese National Well-known Trademarks” in 2009.[1][2]

History

  1. HLA, established in 2002[3]
  2. HLA was named as one of “Chinese National Well-known Trademarks” in 2009.[4]
  3. The brand name HLA originates from HEILAN APPAREAL. From the opening of the first HLA store in Nanjing in September 2002 to the moment when it was successfully restructured and listed on April 11, 2014, HLA has become the largest enterprise among the garment sector of A share market with a total market value of over RMB70 billion. By the end of 2014, a total of 3348 HLA stores have been opened up successfully.[5]
  4. HLA ranked No. 373 on the Top 500 Chinese Enterprise released by Fortune in 2015, with gross turnover of RMB12.338 billion. HLA won the 3rd place in the ranking of return on equity (ROE) by 33.73%.

[6]

  1. HLA was honored with the Best Men’s Leisurewear Brand of China Garment Awards for the third time in 2015.[7]
  2. According to China Capital Markets Development Report, market value of HLA equaled USD 11.5 billion in April 2015, slightly below the USD 11.6 billion of Coach, the world-renowned luxury brand, and only 4% below the famous US luxury group Ralph Lauren’s USD 12 billion.[8]
  3. HLA was ranked among Forbes Asia's Fab 50 Companies List released on July 24, 2015.[9]

Positioning

HLA is positioned as a fast fashion brand. Adhering to the principle of “men’s wardrobe”, the brand has been providing the Chinese male consumers with satisfactory shopping experience by integrating the operation mode of nationwide franchises and self-service with rich product variety, one-stop shopping experience, premium quality and mid-range pricing strategy.[10]

Product Lines

HLA owns three product series, business, leisure and fashion, covering 17 product categories and up to 5000 SKUs (stock keeping unit).

Administration

As an asset-light company, HLA focuses on brand assets by integrating over 200 domestic and international supply chains of clothing and accessories. HLA has set clothing production standards adapting to international market, and built quality control center for strict monitoring and control on supplier systems, so as to guarantee safe and quality product experience for every customer.[11]

Design

HLA owns over 300 designers providing design guidance to suppliers. Over 3,300 stores nationwide will offer fast market testimony for each design, and provide clues for constant improvement to ensure the products are well received by the market.[12]

Channels & Stores

Most HLA stores are located in downtown commercial districts and comprehensive shopping malls in cities at all levels. By the end of 2014, HLA has 3,348 stores in total, covering over 80% of the counties and cities in China.[13]

Charity

HLA Hai Lan's home for many years to actively participate in social charity.

References

  1. ↑ "Shanghai Stock Exchange". Retrieved 2015-08-19.
  2. ↑ "Enterprise information". Retrieved 2015-08-19.
  3. ↑ "Inside the market value of over 80000000000 yuan of sea orchid house".
  4. ↑ "2009 China famous brand".
  5. ↑ "Heilan Home".
  6. ↑ "2015 "fortune" China top 500 list".
  7. ↑ "2015 China Fashion Awards fifteen brand focus on the honor of the moment".
  8. ↑ "Foreign investor crying cannot read Chinese ten God shares".
  9. ↑ "2015 Forbes Asia Pacific best listing Corporation 50 released: China".
  10. ↑ ""Man's Wardrobe" the performance of a strong sea of the home with what do?".
  11. ↑ "The home of the sea: cultivate brand control standard interpretation of connotation (Figure)".
  12. ↑ "Build a competent team of designers "sea orchid house" achievement fashion reputation".
  13. ↑ "Sea orchid house 2014 performance contrarian growth, brand marketing and the secret of Qi".
  14. ↑ "Earthquake in the world has a love of the sea and the sea of the home to the Yushu 2000000 yuan donation".
  15. ↑ "Sea orchid house to the Ya'an earthquake disaster donations 5000000 yuan".
  16. ↑ "Sea orchid house "a warm heart in grams of public action"".
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