The "men's wardrobe" is not only for men's wardrobes, but also for the whole family. 
On October 15th, the Tmall flagship store of Haishu Preferred Life Museum quietly began trial operation. At the same time, the official website mall is also in full swing.
Haishu Home told Yibang Power Network, this is a new brand positioned as a one-stop home product collection store, with 6000 SKUs, covering three major areas of clothing, daily groceries and fashion homes. There are ten preferred product series. : office supplies, cosmetics, tableware, kitchen supplies, bedding, care products, travel goods, daily necessities, clothing, furniture.
(Haicang preferred Tmall shop)
It is understood that Haishu prefers to run faster online, and has opened four stores in the headquarters of Jiangsu Province, with a target of 20 at the end of next year.
The relevant person in charge stressed that the establishment of the brand is quite expensive today. In the early stage, the huge cost of taking the store, exposure, SI&VI, etc., the funds, talents and resources of Haishu Home played a big role.
“Our investment is huge because we want to do the brand, not the small grocery store,†said the person in charge.
From the perspective of commodity composition and categories, Haishu prefers the brand to be MUJI, but the price is more close to the people. “The price of MUJI is difficult to accept in third- and fourth-tier cities, and our profits are even thinner.â€
Compared with MUJI's high brand premium and brand awareness in first- and second-tier cities, the channel and retail experience of Haishu Home in third- and fourth-tier cities is worth looking forward to.
“Hammer's home has more than fifteen years of retail management experience is also applied to new brands, especially our team is best at the thousand stores.â€
It is reported that most of the Haishu home brand chain stores are franchise stores, but do not charge the franchise fee. The franchisees raise funds to build the store, handle the relevant procedures and pay the relevant operating expenses, and the specific operation of the franchise stores is transferred to Haishu. Home, the ownership of goods is also attributed to the home of Haishu, which bears the risk of direct inventory.
Because of this management system, the operation management model and brand image of Haishu Home's national stores are guaranteed.
From the point of view of sales, the store management model of Haishu Home is fruitful. According to the statistics at the end of 2016, Haicang House has 4,237 stores with a business area of ​​780,000 square meters and a total revenue of 14 billion yuan. A rough estimate of single store sales of 3.3 million yuan, generating 17.9 million revenue per square meter.
Although in the traditional sense, Haicang House has long been stationed in street shops in third- and fourth-tier cities, but first- and second-tier cities and shopping malls are also new targets. Haishu’s preferred living museum has assumed such a mission.
“The preferred location of the living hall is mainly in the business district, usually in the shopping center.â€
Haicang Preferred Living has opened four offline stores, each with 300 to 700 square meters, and the location is concentrated in the shopping mall. Beijing store is in the process of preparation, and the number of cloth stores nationwide will reach 20 by the end of next year.
In addition, Haishu's home is also expected to be used in new retail applications, including RFID, big data selection, and smart stores.
The cross-border show of veteran menswear is worth looking forward to, but the target of home life has been locked by a sniper. Zara, H&M, Jiangnan Cloth, La Chapelle, YVVY (Mike Meejia), etc., also started offline. Netease, who started from the beginning, carefully selected, Mijia, Taobao, and the Orange House that grabbed the traffic entrance.
The commonalities of Zara, H&M, Jiangnan Cloth, La Chapelle and Begonia are all from the traditional apparel retail industry.
“Old Driver†Zara set up Zara Home, a home product line, in 2003. Zara Home ranked third in the last eight brands of Intidex in the last fiscal year, but the growth rate is the highest, almost average. Doubled, the growth rate of the gold level is also the fastest, reaching 16%.
H&M Home has not had an independent store for six years, but it is displayed in 259 H&M stores in 40 markets. Because of the good growth rate, it will enter 60 stores in 2017. The first independent store will be officially launched next year. .
Jiangnan Cloth and Haishu Home are close to each other. The home brand JNBY HOME launched in December last year has the same style as the main brand. There are currently three series: basic (quality and minimal design products), theme (from six seven The color of the film, the architecture and the classic European church window structure, incorporating the theme of the season), lab (mainly independent research and development, experimental fabrics, manual sewing).
In addition to the home life main line HOME, the environmental protection line REplay and children's home line jnby+ with selected stock fabrics are also in line, and there is also a collection of furniture brands that was born earlier (Taobao store opened in 2014). Cherry wood and aluminum plates are the main materials, and a wide chair sells for more than 5,000 yuan.
Of course, several of the peers spend more energy on textiles and ornaments. Haishu’s home is accompanied by pots and pans, and the furniture is bigger and heavier. It is also closer to Netease’s selection, Taobao’s choice, and Mi’s. Positioning.
(Alibaba's self-operated home brand Taobao heart selection)
At present, all products of Haishu Preferred Life Museum are own brands, ODMs and OEMs from preferred manufacturers.
“We work with leading suppliers, many of which are OEMs for international brands, as well as foreign suppliers.†The relevant person in charge of Haishu Home said.
Haicang House itself has an advantage in controlling the manufacturing side. Production outsourcing is jointly developed with suppliers, and unsalable goods can be returned. Subsidiary Hai is responsible for the second purchase of returned goods.
However, it has been revealed that from the cross-border of clothing to the home, the supply chain overlap is not large, but Haishu’s home plays an endorsement role in finding suppliers.
"The division of clothing products is very meticulous. Home clothing and men's clothing are two concepts. For example, manufacturers who produce trousers for Haishu House will not help us produce tops."
The emphasis on suppliers has been mentioned by Mijia and Netease to a new height, and the price-benefit advantage has quickly gathered a number of middle-class, especially Netease strictly selected the concept of “big-name factoryâ€.
However, the Internet's genes are exploding strategies. NetEase has only about 600 SKUs when it is on the line for half a year, and Haishu prefers to add 6000 SKUs.
In terms of Haishu Home, brand play is more stable and more accessible to suppliers. “E-commerce sales rely heavily on the homepage display. The limited resources of the page determine that only a small number of products can be watched, and the way of display in the store allows more products to be exhibited, the exposure opportunities are more balanced, and the growth is more stable.â€
In addition to the football track runners, the decorators who master the traffic entrance are also gearing up. Orange House, a home improvement company owned by Country Garden, recently upgraded its stores on the basis of the original home decoration. The service chain was extended to ten or even twenty years around the life of the house and the half life of the customer. Open the store in the Shopping mall like Wanda, sell soft decoration products, as well as cooking, floral, storage and other talents. Why are new players constantly emerging in the field of home life? The big background lies in the consumption upgrade and the high dispersion of the domestic big home industry.
China entered the enjoyment consumption stage in 2012. More and more middle classes are chasing higher quality and better life. They are beginning to care about the daily slippers and the brand of tableware on the table, which drives the family consumption scene more and more attention. With mining.
At the same time, the domestic large home furnishing industry was relatively scattered, with low concentration, and the opportunity for the giants to run out was even greater. Some investment institutions have predicted that with reference to the historical experience of Home Depot and IKEA abroad, it is predicted that in the next five years, there will be three enterprises in China's big home industry with a market capitalization exceeding 100 billion, and five enterprises with a market value exceeding 50 billion.
Editor in charge: Zhu Ling
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