HLA brand history,chinese brand products,HLA brand reviews

海澜之家

“HLA” is a clothing brand under Hailan Group Corporation Limited, with its headquarters located in Jiangyin City, Wuxi, Jiangsu Province, China. It primarily operates through a chain retail model and sells men’s clothing, accessories, and related products. On April 11, 2014, HLA was officially listed on the A-share market with the stock code 600398. According to statistics from Standard & Poor’s released on December 29, 2015, the market value of HLA Corporation Limited had exceeded 60 billion Chinese Yuan (approximately 9.48 billion US dollars). As of June 30, 2018, the number of HLA brand stores had reached 4,694 (including 11 overseas stores).

In early 2002, Hailan Group President Zhou Jianping conducted market research in Japan. During his visit to Japan, he was deeply impressed by the diverse range of Japanese clothing brands, affordable prices, and the self-select purchase approach at retail stores. Upon returning to China, Zhou Jianping introduced this consumer-oriented clothing retail model and founded Jiangyin HLA Clothing Co., Ltd. In September 2002, the first HLA store, located on Zhongshan North Road in Nanjing, officially opened for business.

In January 2017, HLA was awarded the “2016 Top Ten Influential Clothing Brands” at the China Clothing Network Summit. In March 2017, HLA was selected as one of Brand Z’s “Top 100 Most Valuable Chinese Brands of 2017” with a brand value of 868 million US dollars. On May 26, during the “Praising Chinese Brands” event organized by Xinhua News Agency, the company was selected as one of the “Top 100 Chinese Brands of 2017.” On June 26, HLA was included in the “2016 Shanghai and Shenzhen Listed Companies Brand Value Ranking” released by the China Brand Brand Research Institute and ranked first in the textile and clothing industry.

HLA implements a unified nationwide chain management system for each of its stores, achieving both “chain” and “lock.” This means that it maintains brand consistency, image, service, and management standards across all stores. Every department of the company follows standardized business processes to provide support to the stores, ensuring that HLA stores are consistent in quality and appearance.

In September 2002, HLA introduced a new concept of “retail format” called the HLA Men’s Self-Select Mall, positioning itself as an affordable clothing retailer for the masses. In March 2007, HLA was awarded the “Potential Award” at the China Clothing Brand Annual Awards for its chain operation, unified image, and large-scale marketing model, following its previous win of the “Marketing Award.” HLA effectively manages the cost and quality aspects of clothing production, strictly adheres to international clothing industry production standards, and realizes the brand’s dream of offering “high-quality, mid-priced” clothing for men.

From the outset, HLA aimed to create an independent national brand for clothing. In addition to producing high-quality products, HLA also placed a strong emphasis on brand image. It successively hired hosts such as Wu Dawei, mainland actors Yin Xiaotian, Du Chun, and Lin Gengxin as brand ambassadors. The brand was promoted through various forms, including advertising campaigns and annual participation in the China International Clothing & Accessories Fair.