Hailan Home Releases Financial Report, Net Profit Declines In 2020, Net Profit Increases In The First Quarter

On April 27, Hailan home, the "men's Wardrobe", a domestic men's clothing enterprise, released its annual report in 2020 and its first quarter financial report in 2021. According to the report in 2020, the revenue of Hailan home decreased by 18.26% to 17.958 billion yuan, and its net profit decreased by 44.42% to 1.784.5 billion yuan, and 42.52% to 1.736 billion yuan after deducting non-ferrous items.

In this regard, Hailan home said in its annual report that 2020 will be the year of Xinguan epidemic outbreak. The outbreak of the epidemic has trapped various brands in the clothing industry. They are groping for a new sales route. The family members of the company are promoting a new layout of digitalization and diversification, and the online channel business has been greatly increased.

The proportion of online revenue increased from 6.19% in 2019 to 11.75% in 2020. The annual main business income was 2.05 billion yuan, up 55% year on year. The proportion of offline revenue decreased from 93.81% to 88.25, with annual revenue of 15.395 billion yuan, a decrease of 23.28% year on year.

Compared with the annual profit decline in 2020, the operating income of Hailan home in the first quarter of 2021 was 5.494 billion yuan, an increase of 42.77% year-on-year, and a decrease of 9.76% compared with that before the outbreak of the epidemic in 2019; The net profit was 842.5 million yuan, with a year-on-year increase of 185.33%. After deducting non-profit, the net profit was 833.3 million yuan, with a year-on-year increase of 188.44%, but it decreased by 27.76% compared with the same period in 2019.

This shows that the economic recovery of Hailan home is far behind that before the outbreak of the epidemic. However, it can be predicted that the profits of Hailan home will reach the net profit of 2019 sooner or later. In the next few quarters, due to the alleviation of the epidemic situation, the revenue of Hailan home is bound to further increase.

Hailan home has developed brand recovery measures, focusing on the flow, through IP co branding, traffic advertising, star endorsement and other means of publicity, hoping to establish contact with consumers and expand brand reputation.

As early as March, Hailan home issued an announcement to change the name of the company from "Hailan home Co., Ltd." to "Hailan Home Group Co., Ltd.", and its business scope has also been expanded, including the sales of daily necessities, outdoor products, public goods, maternal and infant products, household appliances, etc Cosmetics retail and other 15 categories.

From these measures, Hailan home really hopes for a rapid economic recovery. Under the influence of the "Xinjiang cotton" incident, Hailan home, a national brand that signed up with Jay Chou as the brand spokesman in 2020, has received further attention, This will allow Hailan home to recover more quickly in the next economic recovery.

According to public information, "Hailan home" (abbreviated as HLA) is a clothing brand of Hailan Home Group Co., Ltd., headquartered in Jiangyin, Jiangsu Province, China. It mainly adopts the chain retail mode to sell men's clothing, accessories and related products.