On October 2th, Jay Chou, the brand-new spokesperson of Hailan House, attracted the attention of countless netizens as soon as the news came out.
Some netizens praised Hailan House "This wave of operation is really awesome!" Many netizens also said that "Jay endorsement must be bought!"
From Yin Xiaotian to Kenny Lin and then to Jay Chou, the "coffee spot" of spokespersons has been continuously upgraded, and the Hailan House, which is well versed in the star effect, can usher in a wave of upsurge in popularity every official announcement.
The profit growth rate has declined, but the publicity has not diminished.
According to the data, from 217 to 219, the revenue of Hailan House kept increasing, reaching 18.2 billion yuan, 19.9 billion yuan and 21.97 billion yuan respectively, and the net profit returned to the mother was 3.329 billion yuan, 3.455 billion yuan and 3.211 billion yuan. It can be seen that while its revenue is growing, its profit growth rate is declining. In 219, the company's net profit returned to its mother fell by 7%.
in the first half of this year, it was even worse. The revenue of Hailan House was 8.12 billion yuan, down by nearly 25% year-on-year, and the net profit returned to the mother dropped to 947 million yuan, down by 55%.
In this regard, Hailan House explained that due to the epidemic situation in COVID-19 and the domestic and international economic environment, the economic indicators of the textile and garment industry in which the company is located have dropped significantly year-on-year. Although with the epidemic under control, clothing consumption has picked up, but the speed is relatively slower than other categories.
it is worth noting that although the performance declined, the sales expenses did not decrease.
from 217 to 219, the company's sales expenses increased by 66%, and the proportion of operating income increased from 8% to 11%. In the first half of this year, the company's sales expenses increased by 4.93% year-on-year, accounting for nearly 13% of its operating income.
It can be seen that even if affected by the epidemic, the company's publicity efforts are still unabated, and its determination to expand its brand influence can be seen.
holding hands with "national idols", why is it officially announced at this time?
At the beginning, Yin Xiaotian's "magic dance" left a deep impression on many consumers, but it was once labeled as "earth tide". In 217, the company changed its spokesperson to Kenny Lin, a young actor with more traffic.
Although he won a wave of praise from netizens for his "cold texture", Kenny Lin did not save the performance of Hailan House. In 217, the revenue of Haishu House increased by 7.6% year-on-year, and the revenue in 218 increased by 4.89% year-on-year, which was lower than that in 217.
There are more and more stars "bound" with Hailan House. Since the beginning of this year, artists such as Viya, David Wang, Ada, Yang Di and Ivan, a member of the idol group R1SE, have brought goods for their platforms. In January this year, Hailan House also announced that soccer star Lei Wu has become a brand-new spokesperson.
In less than a year, Hailan House once again welcomed a new spokesperson. As a "national idol", Jay Chou is a memory of countless "post-8s" and "post-9s". How popular is he?
According to the data of Lighthouse Professional Edition, from 217 to 219, the box office revenue of Jay Chou concert ranked first. The song "Say Good Don't Cry" released in 219 was launched in less than 12 hours, and the album sales exceeded 15 million yuan, setting a record for the sales of QQ music platform; On June 12th this year, Jay Chou's new song "Mojito" was released on four major music platforms, and the album sales exceeded one million in one hour. On July 26th, Jay Chou staged the first live magic show of "No Goods, No Singing" in Aauto Quicker. The number of online viewers in half an hour exceeded 68 million, and the total amount of interaction exceeded 38 million.
According to incomplete statistics, since 23, Jay Chou has endorsed 28 brands including Metersbonwe Bang Wei, Aima Inc., Youlemei, Paiqueling and OPPO mobile phones. In 25, two years after Jay Chou endorsed Metersbonwe Bang Wei, the brand became one of the "Top 5 Manufacturing Enterprises in China", and in 211, he helped the brand create a revenue of 1 billion yuan. In 216, Jay Chou put Emma Technology, an electric vehicle brand, on the peak, creating a record net profit of 447 million yuan.
according to industry analysts, Jay Chou's popularity and popularity are beyond doubt, and its national attribute and audience group that is highly coincident with Hailan House are the basis of cooperation between the two parties.
Moreover, the timing of the official announcement is also wonderful, just before the "Double Eleven" consumption carnival season. The consumer big data service platform "CBNData Consumer Station" said that Haishu House officially announced at this time that its ambition to have a broader consumer market is more clear.
Editor: Yang Baihui
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