Brand Introduction Logistics Park Office Buildings Training Center
"HLA" brand is the mass fair-price men's brand which is under Hailan Home Co., Ltd. (Stock Code: 600398) and covers business, fashion and leisure style. It is managed and operated by Hailan Home Brand Management Co., Ltd. "HLA" brand is positioned to be FMCG and necessities of life, occupies the market with the parity strategy, and provides customers with the premium consumer experience with high-quality products, rich style, low price and thoughtful service. "Hailan Home -- Men's Wardrobe" has been popular among consumer groups. In 2016, "HLA" brand was listed in the "Hurun Brand List" with brand value of RMB 11 billion, ranking first in the Chinese garment industry; in January 2017, "HLA" brand won the "2016 annual top ten influential brands" in the Chinese Clothing Network Festival; on May 26, 2017, the company was named "top 100 Chinese brands in 2017" in "Praise for Chinese brands" activities hosted by Xinhua Net.
As of June 30, 2017, the number of stores of "HLA" brand had reached 4376, covering more than 80% counties and cities in 31 provinces (autonomous regions and municipalities directly under the central government). In the first half of 2017, "HLA" brand achieved the main business income of RMB 7.624 billion, representing a growth of 2.43% compared with the same period of last year. When the sales in the garment industry rises slowly, and the growth of terminal consumption remains weak, the management of "HLA" brand leads the staff to actively overcome the adjustment of the industry, the weakness of terminal consumption, the upgrade of consumption and the changeable climate conditions and many other negative factors, focuses on strategic goals of men's "national brand" to develop business plan, carry out work in the all-round, multi-angle and deep-level way, never forgets the original intention, learns and make progress, and provides the best products and consumer experience for consumers.
For the future, Hailan Home Brand Management Co., Ltd. will adhere to the "innovative, inclusive and win-win" values, firmly grasp the price advantage, integrate resources to strengthen the advantages of company in brand management, store management, product design, sales channels construction and supply chain management, expand product sales volume and market share, and form multi-level competitive advantages in the industry from talent to resources, from channel to brand, from speed to efficiency and from the traditional management to the innovation of the mode, and develop the "HLA" brand into China's men's national brand.
Heilan Home Logistics Park is constructed with a total investment of RMB1.6 billion Yuan. It covers a floor space more than 410000 m2 and a construction area of 800,000m2. It has set up 20 warehouses with a total storage capacity of 100 million and an annual throughput of 410 million. Heilan Home overhead intelligent storage system has been put into use in November 2013, which adopts Demetech equipment and SAP software system for goods information entry, intelligent storage, intelligent sorting, and logistics and distribution. The project covers a floor space of 72000 m2 and a construction area of 316,000 m2, and has a storage capacity of 68 million which is about 7-8 times the flat storage capacity. The launch of the project marks Heilan Home’s farewell to the traditional storage model used for years and Heilan Home’s intelligentization, modernization and automation in clothing storage.
The Research and Development Complex Building at Heilan Home Headquarter is anintelligent comprehensive architecture that houses business, office, R&D and other functions through intelligent design. Brought into operation in 2011, it sits on 26.40 acres of land, with 55,000 square meters of building space in 12 stories. The complexcomprises Heilan Home Office Area, Service Complex and High-Tech R&D center with a total investment amounting to 0.2 billion RMB.
SANCANAL, created in the 1995, is a well-recognized Custom Tailoring Expert, specialized in high-end business wear customization.SANCANAL has followed the simple, elegant and conservative design styles and internationally acclaimed Italian fit. Impeccably well made, SANCANAL shapes the new images of successful elites and has become the top-pick for high-end business attires in the nation.
SANCANAL boasts world-class clothing manufacturing assembly line with digital control over the entire production process to create a perfect combination of technology and design. It has obtained certifications from ISO9001 Quality Management System, ISO14001 Environment Management System and OHSAS18001 Occupational Health and Safety Management System. The brand was named one of the Chinese National Well-known Trademarks. In the 2011 contest for top-ten brands of Chinese Business Attires by NetEase, SANCANAL was elected Number One by vast amount of internet users.
EICHITOO, founded in 2010, is a fashion forward collection that is geared toward fashion and casual wear with design, purchase and sales segments tightly linked. It has 274 stores in China by the end of the first half year of 2015.
EICHITOO has two product lines: City Life and City Office. They arestylish yet reserved, with stream-lined design that pays great attention to details. EICHITOO leads fashion trends without fully departing from tradition, these are some of the reasons why EICHITOO has won hearts and minds of modern women.
As a national franchise, EICHITOO sticks to stringent rules in opening new retail stores: "Good stores come from good locations". It is highly selective in both the location of street-front stores and stores-within-a-store.
Hieiika was created at the end of 2012 and launched in 2013. The brand is positioned as quality men clothing with affordable prices. With its mega-sized men's clothing sale, complete product lines, customer hands-on sale model as well as clean and pleasant shopping atmosphere, Hieiika has obtained a solid customer base. By the end of June 2015, 128 Hieiika stores have been opened nationwide.