Recently, the clothing company, Hai Lan home, released its 2014 performance forecast. The company expects 2014 annual business revenue to increase substantially compared with the same period last year, and net profit attributable to shareholders of listed companies will increase by 1550%-1600% over the same period.

As for the reason for the sharp rise in net profit, the announcement was due to a reverse takeover due to its major reorganization and the merger of the financial statements.

In the above performance notice, the "year-on-year" data is the annual data of the company before 2013, which does not contain the performance of Hai Lan Zhi Jia Garments Co., Ltd. (including its subsidiaries).

According to the accounting standards for enterprises and related interpretations, the company's major asset reorganization pactions are reverse takeovers. Accordingly, the number of "year-on-year" in the consolidated annual report of the company's 2014 annual report is the corresponding data of the Hai Lan home dress limited company (including its subsidiaries).

According to this caliber, it is estimated that the net profit attributable to shareholders of Listed Companies in 2014 will increase by about 75% compared with the same period last year.

This is consistent with the data in the first three months.

Hai Lan home financial report data show that the first three quarters of the company achieved operating income of 8 billion 145 million yuan, an increase of 70.5% over the same period, the net profit attributable to parent company 1 billion 613 million yuan, an increase of 83.57% over the same period.

Even so, the men's clothing brand, which takes "men's Wardrobe" as advertising language, is also brilliant in 2014.

According to the financial report, the net profit of men's clothing brands such as the seven wolves, nine Mu Wang, Hinur and the wedding bird were all in the same period of decline in the first three quarters of 2014.

The number of stores has expanded in recent years. In 2009, the number of shops in Hai Lan's home has exceeded 1000, and its number of stores has expanded to more than 3000 in the past 5 years.

This is attributed to its affiliate mode of "upstream credit sale system + downstream financial affiliate system", that is to say, franchisees play the role of financial investor, only assume the opening shop and personnel salaries, do not take charge of store management, and the goods are allocated by the headquarters of the company, and the sales revenue is divided into the proportion of the sea LAN family and the franchisee.

In the shoes and clothing industry independent commentator Ma Gang appears, the sea LAN kind of direct franchise model is in fact a kind of improvement on the traditional mode of joining.

Many old clothing enterprises generally adopt the multi-channel sales mode in the development process, and enterprises can quickly enlarge the funds, store resources and business capabilities of franchisees.

At the same time, it solved the problems of shops, human resources and localized sales in the sales process, but the drawback was that the price increase was high, the price performance of goods was reduced, and the enterprises were weak in controlling the terminal.

And Hai Lan home's direct camp mode is still funded by the franchisee and some shops, but the franchise of the franchisee has been recovered, and a unified management method has been adopted to avoid the closure of the stores due to the uneven participation of the franchisees and the control of the goods and reduce the risk. This practice has been emulated by many fashion enterprises in Changshu and Changzhou, Jiangsu.

But in the process of rapid development, this kind of direct battalion mode was once accused of illegal financing.

Xiong Xiaokun, a light industry researcher at CIC, told reporters that Hai Lan's home provided franchisees.

The essence of its own mode of operation is a disguised lending relationship, and franchisees take greater risks.

In addition, the clothing brands like YOUNGOR, nine herdwang, and wedding bird are walking in the opposite direction of customized development. Hai Lan's home is called "high quality parity". In this position, three brands of Bai Yi Shun, Hai Lan's home and San Keno are set up, covering low, medium and high levels of consumer groups respectively, focusing on expanding the two or three line city market.

This positioning is considered to conform to the trend of mass consumption becoming the mainstream.

In the first half of 2014,

The number of brand stores increased by 277.

Previously, the research report issued by CICC expects that the number of shops in Hai Lan's home will reach about 5000.

Ma Gang believes that, with the number of cities at different levels in China and the area covered by Hai Lan's home, the 5000 families still have room for expansion for Hai Lan's home.

From the absolute number of stores, the number of 5000 -6000 homes is reasonable.

In addition, Hai Lan's home business in 2012 launched the e-commerce business, taking the online and offline parity O2O mode. In May 2014 and October, Tmall and Jingdong men's men's clothing ranked first in the number one month respectively.

Some analysts predict that its electricity supplier's sales revenue will increase by 300%-400% in 2014.