With the Z generation of young people becoming the main force of consumption, how to attract the attention of young people is a problem that many garment companies are thinking about, Heilan Home as a leading enterprise in the garment industry is no exception, "young transformation" is one of the core of Heilan Home's many changes in recent years.
In order to attract the hearts of young people, Heilan Home has made efforts from three aspects: products themselves, marketing methods and sales channels to accelerate the transformation of youth.
In terms of the product itself, Heilan Home has increased its R&D investment year by year, improved the conversion speed of R&D achievements, and launched six-dimensional stretch pants, ice cream, black and white small T, all-round jacket and other functional extreme items launched in recent years, and also launched antibacterial series, light luxury pants series, mulberry silk series, national best products, fruit dyeing and other scientific and technological fabrics, all of which are in line with the needs of young people who pursue both fashion and scientific and technological sense, Heilan Home pursues the high quality, functionality and fashion of products as one, to create high-quality, mid-price core competitiveness.
In terms of marketing methods, Heilan Home actively explores the consumption preferences of young people, advertises in variety shows that young people like, and invites young and beautiful stars to participate in brand activities, such as on the evening of October 21, Heilan Home planned a star show with the theme of "Stars and Flowers", during which stars Xu Weizhou, Hou Minghao, wei Zheming participated in cloud live broadcast in the new down jacket of Heilan Home, rushing to Weibo hot search twice. The number of exposures exceeded 320 million times, and the number of people watching the live broadcast on the whole network exceeded 1.64 million, which fully stimulated the conversion of fan traffic, and when customers watched the big show, they could also complete the consumption in the live broadcast room of the talents, fully improving the efficiency from camp to sales.
In terms of sales channels, Heilan Home layout will be traditional e-commerce and new retail combined sales pattern, to achieve 2021Q3 online operating income of 1.95 billion yuan, an increase of 47.07% year-on-year, Heilan Home strives to create a new retail system of online services, offline experience and modern logistics, through the brand self-broadcast + talent with goods two-wheel drive model to promote sales, effectively fit the consumption mode of Z generation young people, can fully tap the consumption needs of young people, promote brand rejuvenation transformation.
Under the background of the rise of the national tide, Heilan Home not only makes articles around young people, but also fully seizes every opportunity to resonate with the national frequency to shape the national recognition of the brand, and constantly enrich the connotation of its own national brand. At the beginning of the year, Heilan Home won the name of the exclusive clothing partner of the CCTV Spring Festival Gala in the Year of the Ox, sponsored the national football team, launched the Chinese aerospace series to pay tribute to the aerospace industry, and signed the "national idol" Jay Chou as a spokesperson, inspiring the memories of a generation and fully resonating with consumers. In terms of product design, Heilan Home actively cooperates with IP with high national recognition, and launches a series of costumes such as Tiangong, Bruce Lee, Three Kingdoms, Zodiac, space creation, etc., reflecting the national spirit and showing the face of China.
Today, Heilan Home is in the process of the group's strategic transformation, and becoming a "wardrobe for the whole family" is the new goal of Heilan Home. In addition to its main brand Heilan Home, Heilan Home Group is also showing its fists in more segments, such as San Kaino, which specializes in professional wear group customization, OVV for women's clothing, Heilan Preferred for home, black whale of fashion clothing, Yingshi and boys and girls in children's clothing, Heilan Home is steadily promoting its diversified brand matrix, digging deep into new operating income growth points, and promoting the realization of the strategic goal of "collectivization, multi-brand, and all categories" of enterprises.
Heilan Home's national brand image has gradually matured, beginning to take shape brand moat, forming a certain brand value, and constantly deepening the brand connotation, at the same time Heilan Home actively in the product, marketing, channel all-round innovation to promote the transformation of youth, with its own cost-effective products, young marketing means and comprehensive sales channels to continuously tap the market potential, to achieve enterprises in the background of industry change under the steady progress, and constantly produce new breakthroughs, truly achieve high-quality development, achieve thick accumulation, and create extraordinary!
Edit: Lin Sen