With a monthly GMV of 200 million yuan per store, Zhiyi has helped Heilan Home move from "men's wardrobe" to a full category
2025-03-28
Zhiyi operation team
When it comes to the national clothing brand Heilan House, some people's impression is still stuck in the classic advertising slogan "men's wardrobe". In fact, Heilan House has already broken through the shackles of men's clothing, and has laid out women's clothing, children's clothing, sports, shoes, home furnishings, bags and other fields. Judging from the report card handed over in the first half of 2024,Heilan Home's revenue exceeded 11.3 billion yuan, of which the main business income of online channels was 2.212 billion yuan, a year-on-year increase of 47%。
From the above data, it is not difficult to see that under the involution of the upgrading of the garment industry, Heilan House has been undergoing two major transformations:from the traditional offline store dominance to the omni-channel e-commerce ecosystem; From deep cultivation of men's wear to the layout of all categories.
Source:Hailan House official blog
Behind the fruitful transformation, it is inseparable from Heilan House's attempt at clothing big data.It is from 2023 that Zhiyi Technology has launched an in-depth cooperation with Heilan Home, helping Heilan Home reconstruct the whole link of market insight, product planning, product development and marketing strategy through AI intelligent data products。
Today, let's dig out the secrets behind the dazzling performance of Heilan House.
From the "man's wardrobe" to
"All-in-One Lifestyle Brand"
According to Zhiyi AI big data, in 2024, the GMV of the men's Taotian e-commerce industry will be about 176.4 billion yuan, and the sales volume of goods will be 1.186 billion. Compared with 23 years, the sales of goods decreased by 9.3% year-on-year, and the sales volume decreased by 14.4% year-on-year. The overall market of the men's wear industry has been declining year after year, followed by increasing pressure on men's wear brands and more and more involuted competition.
Source: Zhiyi men's clothing market data
In the face of such a market situation, Heilan House has been actively seeking breakthroughs in categories, striving to break the shackles of a single "men's wardrobe" label, and landing a multi-brand and full-category ecological matrix. But if you want to be a full-category clothing company, the reality is far more difficult than ideal.
The first difficulty encountered by Heilan House is to grasp the market. Specializing in the field of men's wear for many years, how can Heilan House jump out of men's wear and learn more about cross-category market demand and feedback data? How to avoid falling into the shackles of empiricism? This requires the quantitative presentation and analysis of clothing big data tools.
With the help of Zhiyi products, Heilan Home can quickly obtain the overall market performance of various sub-categories, which not only includes the overall market sales data, but also supports dismantling insights in multiple dimensions such as product attributes, colors, price bands, and fabrics.Help brands quickly grasp the market situation of each target category and quickly find potential growth points。
Source: Sales data of each price band under a certain category of Zhiyi
After determining the category to enter, the same can be used to drive decision-making through data.Gain insight into the best-selling stores and products in this category in advance, and monitor the data performance of competing brand stores in real timeto help enterprises gain an advantage in the fierce market competition.
Take the women's commuting style products opened up by Heilan House as an example. Using Zhiyi to gain insight into the women's clothing-commuting category, you can intuitively see the best-selling items, soaring items and phenomenal new products at the top of the list, and view and track the data, SKUs, attributes, marketing trends, consumer evaluations, and similar styles of the products at any time.
therefromIt not only obtains the "explosive password" of TOP products compared with other similar products from horizontal comparison, but also tracks the life cycle of explosive products from a vertical perspective, to explore more commonalities of popular models, and provide a more intuitive and objective decision-making basis for the brand's product planning and product life cycle operation strategy.
Source: Multi-attribute analysis of a popular TOP1 women's clothing product of Zhiyi
With the powerful insights brought by big data on clothing, Heilan Home has upgraded the traditional logic of "brand extension" to the strategy of "competitive sniping", and grasped the macro and micro dynamics of the target market faster and more accurately.Let the selection and decision-making be based on evidence, and enter multiple subcategories of women's clothing, children's clothing, and sports and outdoors。
So far, Heilan Home has quickly opened up its own multi-brand incubation methodology in the new track.
Technology empowers the blue ocean breakthrough battle
Seize the new highland of outdoor economy
In the above-mentioned full-category ecological matrix of Heilan Home's layout, sports and outdoor have become a key point with outstanding performance and a strategic growth engine.
According to the data of the clothing industry, although the sales volume of the traditional men's and women's clothing markets have been declining year by year, the sports and outdoor categories have continued to show an opposite upward trend in recent years, becoming a rare blue ocean market in the red ocean categories of the clothing industry.
In terms of the data for the whole year of 2024, the sales volume of sports and outdoor products increased by 2.39% year-on-year, and the sales of goods increased by 21.07% year-on-year.
With the help of big data monitoring, Heilan House keenly captured this situation and carried out a rapid entry layout.
From the analysis of Zhiyi's red and blue ocean, it can be seen that sports jackets/coats are the category with the largest proportion of sales under this category, accounting for more than 25% at one time. However, from the perspective of integrating consumer evaluations, the negative review rate of products in the sports jacket market is close to 9%, and the main negative evaluations focus on product experience and quality. Combined with the data performance of the increase in the unit price of the category, it can be clearly foundThe market demand for sports jackets shows a trend of high-quality products。
Source:ZhiyiThe sports jacket market poor score cloth
As we all know, men have always paid more attention to product quality, functionality and other practical perspectives in clothing consumption. Heilan House, which has been deeply involved in the field of men's wear for many years, has too much experience in this regard.
With keen market insight and the advantages of product research and development technology, Heilan Home launched a men's sports jacket featuring "three-proof black technology", with UVA (ultraviolet transmittance) <5% and URF (ultraviolet protection factor) 200 as the main selling points, and quickly established the core competitiveness in this category.
meantimeCombined with the pain points of moisture permeability, warmth, and lightness frequently mentioned in consumers' negative voices, targeted function research and development are carried outLaunched innovative designs such as side seam zippers, heat dissipation and moisture permeability, entered the market with quality advantages and differentiated strategies, and quickly created a variety of hot-selling products with 1,000 sales in a single store.
Source: Sales of Heilan Home Sports Jacket in a single store
Content marketing has a new look
Let the popular content "speak" by itself
In addition to using apparel big data to gain insight into the market, feed back product planning and decision-making, the layout of the content marketing field is also the key to Heilan House's successful breakthrough.
Just like that playful metaphor - it's not that China's "men's clothing" is difficult to understand, but that there are too few brands that "understand men". Heilan House, which has a full-category layout, not only needs to continue to "understand men", but also to understand the needs of consumers in various dimensions such as women, young people, and outdoor people in the short term.
Especially on the social e-commerce platform represented by Douyin, which is different from traditional shelf e-commerce, content has become an important starting point for customer acquisition and conversion. The Shaking clothes products under Zhiyi Technology have provided technical support for Heilan Home "at the right time".
As a clothing big data product accurately launched for Douyin clothing e-commerce, Douyin can help brands quickly gain insight into the Douyin clothing market, and collect popular products, content works, live broadcast design, and influencer delivery data. At the same time, it provides professional analysis reports focusing on Douyin clothing e-commerce, and provides brands with multi-dimensional support from product planning to content marketing.
Source: Shake the clothes - women's clothing talent work library
By shaking the clothes of the productWith the "Work Library" function, brands can quickly screen the popular marketing works of Douyin brands under the target category, including popular content of influencers' works and brand official accounts, and research on the trend of popular short videos. By accurately researching the high-traffic content of similar products, brands can quickly capture Douyin hot spots, combine platform hotspots and consumer preferences, and quickly copy and iterate short videos with popular products to achieve strong grass planting.
For example, in February this year, combined with Valentine's Day hot spots and popular videos with goods, Heilan House captured hot spots and screened a group of influencers to cooperate (during which the number of associated influencers increased by 130% month-on-month), and output a large number of popular Wanzan content around the theme of "buying Valentine's Day gifts for husbands/boyfriends".
Through this move, Heilan Home has implanted a new brand recognition to the majority of consumers - Heilan Home is not only a daily choice for male consumers, but also a good choice for female consumers. With the help of the content strategy, before and after Valentine's Day, many stores in Heilan Home Doudian produced 30W sales in a single day.
Source: Heilan House's Valentine's Day popular marketing video
At the same time, inIn terms of talent marketing, Douyi also provides a massive talent database and multiple screening tagsIt supports talent screening according to industry, category, gender, region, delivery method, number of cooperation, word-of-mouth and even cooperative MCN institutions, provides transparent delivery data and content data presentation, and provides reference for brand influencer cooperation.
Source: Douyi multi-dimensional expert tag screening insight
With the help of the above-mentioned big data applications, Heilan Home has quickly penetrated into different shopping circles such as Generation Z, urban cutting-edge, and small-town youth, and developed a wide range of influencer short videos and influencer live broadcast cooperation, further establishing accurate connections with target customer groups.
With the blessing of big data, Heilan Home has firmly established the content strategy of "letting popular content speak for itself", getting rid of subjective market research around empiricism, letting data speak, and using data to support it, so as to create an "interesting, warm, and story" brand image on the Douyin platform.
Source: Heilan House official blog
In this data-fueled industrial upgrading, Heilan Home's practice has proved that traditional brands are not passive adaptors in the digital era, but can become active builders of rule remodeling.
When the algorithm insight of Zhiyi Technology is deeply integrated with the industrial accumulation of Heilan House, we see not only a sample of brand transformation, but also more possibilities for the "wisdom dividend" of the apparel industry.
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