The new retail sample of apparel is coming to Haishu’s home.

There are many industry scenes in the new retail background. For example, Boxma Fresh creates a new retail scene for FMCG, so what about the apparel industry?

This will be a new retail sample for the apparel industry.

The smart shop window displays the style and color of the big clothes for you. The intimate customer service has packaged the goods you purchased before you enter the store; you can virtualize the dressing at the fingertips before the smart big screen...

Liu Xiuyun, president of the Tmall apparel business group, described the new retail application scene of the apparel industry, and such a scene will appear in the "Men's Wardrobe" Haishu House.

On August 30th, under the witness of Ali CEO Zhang Yong and Haishu Group Chairman Zhou Jianping, Tmall and Haishu House officially signed a new retail strategic cooperation, and the 5,000 home line stores of Haishu Home will be upgraded to new ones. Retail "wisdom store".

Zhou Jianping, the chairman of Haishu, who has always been low-key, and Zhou Lijun, the president, both appeared in the Alibaba Brazil Creek Park. After the "second generation" Zhou Lijun took over, Haishu's home carried out a new round of transformation, inviting popular star Lin to be a new spokesperson, investing in "China's ZARA" UR... and this new retail cooperation with Tmall can also be said It is one of its strategies for transformation and expansion.

Zhou Lijun said frankly that it is meaningless to compete with competitors for the proportion of e-commerce sales. Now it is necessary to simultaneously increase the online and offline amounts. "We are looking at the scale is not a proportion, because we are too strong now, too big, maybe the same competing products, the second place plus the tenth size is just like us, so the household appliance business accounted for 30%, even if I 10% is more than everyone else."

It is understood that in the first half of 2017, Haishu House ranked second in Tmall Men's Wear. Nearly 1,000 stores have achieved full-channel access to Tmall, and omni-channel transactions accounted for more than 10%. With the large-scale advancement after strategic cooperation, the omni-channel landing and the proportion will further increase.

"Transformation is a new retail. Of course, the sales level is the most direct. Secondly, the data is open. I think the new retail will be the future direction. Later, more new brands will cooperate with Tmall." Said, "As a retail aircraft carrier under the line, we hope to be able to catch a spaceship in the retail industry like Ali and Tmall."

Liu Xiuyun said that Tmall's new retail will fully empower the business, including the upgrade of the service business system, the completion of brand power diagnosis based on big data and the structural optimization of brand operation. Forecasting consumption trends through big data, flexible supply chain through c2b reverse customization. Brands such as Haishu Home can also adjust their business strategies in a timely manner, significantly reduce overall operating costs, and ultimately achieve brand rebranding.

200 million pieces of clothes have an ID card

In the tide of the store in the shoe and apparel industry, Haishu’s home has achieved contrarian growth. Its 2017 semi-annual report showed that the main business income was 9.098 billion, an increase of 6.38% over the same period of the previous year; the net profit attributable to shareholders of listed companies was 1.875 billion, an increase of 5.77%.

Zhou Lijun said that Haishu's home has been optimizing the benefits in closing stores and opening stores, and it is a brand that can achieve the same amount, at the same time, at the same price, and without discounts in the entire apparel industry.

In the past three years, Haishu Home has made 200 million pieces of clothes with its own ID card code through RFID technology. RFID chips enable online and offline data sharing and intercommunication. At present, online orders can be realized and shipped near the store. According to reports, this technology will invest hundreds of millions of yuan each year.

"This is not the second in the entire Chinese clothing industry, and even the world's clothing industry. Even if it is like ZARA, Uniqlo, they can't say that all the categories are on." Zhou Lijun said.

RFID technology gives every item under the line an identity, which lays the foundation for the new retail attempt of Haishu Home. Liu Xiuyun said that the new retail cooperation between Tmall and Haicang will open another new height. Tmall will help 5,000 stores in Haishu Home to conduct all offline transactions and digitize members, enabling offline transactions to be consumer-accessible, identifiable, and operational.

New retail scene for apparel

There are many industry scenes in the new retail background. For example, Boxma Fresh creates a new retail scene for FMCG, so what about the apparel industry?

After that, when you walk into the Haishu home store, you may find that there is “unmanned retail”. The personalized wisdom window allows you to get only the exclusive information you want. The most familiar customer service is based on your favorite style. The artificial intelligence of big data; the mobile phone opens the Tmall, and at the fingertips, it can “try on” the latest styles and new products of Haishu’s house...

Liu Xiuyun said that with the help of virtual fitting, carry-on bags, smart customer service and other new technologies, the above scenarios will be realized. In the future, there are still many planned scenarios that can come true. For example, the fitting mirror, the fitting room is equipped with a device. After the consumer tries on the clothes, it is considered inappropriate. You can select other products on the device screen, and the shopping guide will send the corresponding clothes. Smart match, now Offline is to use the experience of the guide to do this, the future technology will help the guide, after the consumer has booked, the guide can pre-match the clothes according to the consumer portrait in advance, thus saving shopping time.

C2B flexible supply chain

After the end of the double 11 last year, Tmall apparel found that the demand for down jackets is still very large through big data, but many brands sell very well because of the double 11 sales. In December and January, the down jackets are out of stock. At this time, Tmall will give this demand to the merchants, and the merchants will be able to replenish the goods within a week through the flexible supply chain.

Liu Xiuyun said that this C2B production model will also become one of the key points of cooperation with Haishu Home. It will reach the changes in the upstream supply chain, use Tmall commodity big data, the analysis of the Red and Blue Sea and the prediction of future trends to help Haishu Home to achieve changes in commodity planning.

In this way, from the prediction of goods to the planning of goods, to the preparation of fabrics and the production of goods, the production cycle is greatly shortened. Thereby increasing the reaction speed, capturing consumer demand, natural stocks will also come down. "It can not only exercise the entire flexible supply chain capability, but also help it to solve the backlog of unnecessary inventory brought about by planning and production one year ahead of schedule." Liu Xiuyun said.

Going to sea: comprehensive coverage of Southeast Asia

In addition to the online and offline integration, Haicang House has completed the comprehensive upgrade of domestic and traditional brands, and will follow Tmall's globalization strategy to develop Southeast Asia and more overseas markets through Tmall.

On July 15, Haishu House opened its first overseas store in Kuala Lumpur, Malaysia. In the future, the company plans to fully cover in Southeast Asia.

"We have to precipitate and accumulate European brands on European sites. At present, we are more confident to establish a foothold in the Southeast Asian market and even get a bigger share." Zhou Lijun explained that unlike domestic franchise stores, the sea The overseas stores of the House of Families are all directly operated.

Haishu’s home is to do retail

The Haishu Home Financial Report shows that it currently has three major clothing brands: “Haicang Home”, “Aiju Rabbit” and “San Kenuo”. Among them, the “Haicang Home”, which is mainly for men’s wear, is the most important business brand. “Aiju Rabbit” is a fashion and casual women’s wear brand established in 2010. “San Kenuo” focuses on the professional wear market, and then it will Start to lay out more lifestyle brands.

“In the past, we have done more men's and women's wear. In the future, we are more in the retail sector, such as people's lifestyle, some daily necessities that people carry, and so on.” Zhou Lijun said, Haishuzhi The home will be arranging more and more differently positioned brands, and these brands will also open flagship stores in Tmall.

From the perspective of the entire apparel industry, there are more and more apparel groups that are “not doing business”, mostly investing in real estate, medical industry and so on. Zhou Lijun is very confident. He said that there are very few garment enterprises that can really stay and continue to cultivate new brands. Because the operation of Haishu Home is very healthy and healthy, the company will continue to use clothing as its main business in the future. The fast fashion brand UR is a microcosm. "I don't think there is any problem in the future."

Editor in charge: Wang Zhen