Domestic Clothing Giant Hai Lan'S Home To Thailand'S Global Layout Is Another Key Step.

A few days ago, the domestic clothing giant Hai Lan's home brought its fast fashion brand black whale HLAJEANS and the high-end women's clothing brand OVV into the Thailand market. In April 25th, it launched a launching ceremony with CPN business group.

The industry generally believes that the global strategy of Hai Lan's home has taken another crucial step.

It is reported that CentralWorld is one of the shopping centers in Southeast Asia, and the shopping center is located in the first commercial center of Thailand.

OVV and black whale HLAJEANS also became the first two Chinese brands to enter centralwOrld in the Southeast Asian front-line business circle.

In order to adapt to the Thailand market, Hai Lan's home has made a comprehensive localization improvement.

Different from the overall style of domestic stores, Hai Lan's home combines Thailand's local style in Thailand's stores. Thailand stores adopt a simple and brisk design, with black grey lines matching white main colors.

Hai Lan's home has also adjusted its product mix and developed an international style that is more in line with the trend of Thailand. In particular, the development of products favored by tropical consumers such as T-shirts and light jackets has been intensified.

In fact, this is not the first time that Hai Lan's family has been stationed in Southeast Asia.

Since its official entry into Kuala Lumpur in July 2017, Hai Lan's home has started the internationalization strategy of "three steps" - "taking root in Southeast Asia, radiating Asia Pacific, focusing on the world".

Subsequently, Hai Lan's home successfully entered Southeast Asian countries such as Malaysia, Singapore and Vietnam.

Up to now, in the past 2 years, Hai Lan's home has opened nearly 40 stores in Southeast Asia.

Taking into account the differences in language, culture and system, Chinese brands will often face many obstacles to enter the foreign market. Southeast Asia with similar geographically culture will become an important "pfer station" for Chinese brands to enter the world.

As the fashion capital of Southeast Asia, Thailand has a higher degree of integration between the East and the west, and fashion and design culture is more avant garde. Especially in recent years, Thailand's tourism industry has developed its reputation in the world.

Therefore, the development of Thailand market by Hai Lan's home is particularly important for its globalized strategy.