Powerful Chinese brand - Hailan home opened overseas!

Even at Genting Highlands, Malaysia's “summer resort” at an altitude of 2,000 meters, the annual average temperature is still as high as 22 degrees Celsius. However, in the "warm" area of ​​China's men's brand Haishu home, but at the store door is showing a bizarre single product - down jacket.

The recommendation of the down jacket was from the store's manager, Malaysian girl Zhou Zixian. As a third-generation Chinese, Zhou Zixian speaks fluent Chinese. Previously she worked for 3 years at Uniqlo.

“Although Malaysia is a tropical country, people often travel to other countries and need to wear down jackets. In addition, there are many customers from other countries to shop, they also need down jackets.” Said Zhou Zixian. A blue thin down jacket that was put on the shelves for her advice is now selling only one item.

Hailan Home has opened three physical stores in Malaysia. The first store opened in Kuala Lumpur City in May this year, and Genting Store opened for only one month. Another two stores are in full swing.

Zhou Zixian and her colleagues dressed in costumes of the Haicang House

The two stores have all employed Malaysian workers. They have greatly accelerated the localization process of this Chinese brand and helped its development in Malaysia. At the same time, this Chinese brand that has gradually gained a foothold in Malaysia has also achieved the personal growth of Zhou Zixian.

Double 11 this year, this group of Malaysian employees will also participate in the overwhelming Tmall "overseas million store celebration" to witness the "men's wardrobe" overseas carnival.

"Li Zongwei" and Overseas Chinese Crisis Consciousness

At first glance, Zhou Zixian, 27, lives in the same life as an ordinary Malaysian girl.

She has a fair complexion and gently applies makeup, laughing like a neighbor's sister. She loves to dress, loves selfies, loves to travel, and loves to play badminton. Badminton is Malaysia's "national ball" and Malaysian badminton player Lee Chong Wei enjoys heroic worship in the local area. When talking about Li Zongwei, Zhou Zixian’s look on her face was full of “anthropomorphism”. However, at the end, she was very embarrassed to add a sentence: "However, I prefer Chinese badminton star Lin Dan."

As a third-generation Malaysian Chinese, the difference between Zhou Zixian and her peers may be due to a wonderful connection between her and China. Zhou Zixian, who was born and raised in Malaysia, does not consider himself a Chinese, but traditional Chinese values ​​have subtlely shaped her. For example, Zhou Zixian’s concept of family is particularly heavy. Since childhood, parents would have to spend time with her and her older brothers. For holidays such as the Spring Festival, the Lantern Festival, and the Mid-Autumn Festival, the family, the young and the young, must all be together.

During the Spring Festival, the family gathered together

However, she may not even notice that she herself has a sense of crisis unique to overseas Chinese. "As a young child, my parents told me that we live in other people's land and must work harder than others." Zhou Zixian said. Her ancestors came from Malaysia to Chaozhou. Zhou Zixian was not sure what they were doing. At the time, however, Malaysia lacked the labor force. Many Chinese came to engage in physical labor such as tin mining. By the time of the parents' generation, they could have settled themselves as "Malaysians," but they still maintained a Chinese life style of hard work. Zhou Zixian’s parents opened a factory for machine accessories. He “already works for almost 24 hours” at ordinary times, and their sense of crisis of “living in other people's land” also affected her.

Because Zhou Zixian's parents run a small business and his family is very good, Zhou Zixian said that before she started working, she was “very comfortable”. She graduated from a good local university and studied actuarial. However, after graduation, he did not become an actuary. "I really learned about the industry and discovered that it looks like a tall actuary is more suitable for meticulous people, and I am a lively and cheerful person who likes to deal with people!"

Zhou Zixian does not only want to find a job that deals with people, but also hopes to find a job that can promote and grow. Therefore, Uniqlo entered her sight. “At the time, Uniqlo was the only retail brand in Malaysia that had a reserve manager program. They also invested a lot in employee training.” Zhou Zixian said he hopes to grow into a manager. The manager of this profession is a brand management. In the Malaysian Chinese community, being a manager is also a glorious job that deserves praise.

After joining UNIQLO, Zhou Zixian accepted strict and meticulous training from Japanese companies. “The curvature of their mouths when they were trained to smile was a few seconds. It took a few seconds to fold a piece of clothing,” said Zhou Zixian, gesturing. Because she is more careful than others, and can endure more hardships than others, Zhou Zixian stands out among a group of clerk and becomes the manager of the Uniqlo store.

However, out of the pursuit of greater space for development, Zhou Zixian left Uniqlo for three years this year to work for the Chinese brand Haitang Home, which has an international perspective.

Co-stars with colleagues at Malaysia's Haicang House store

"Because Taobao,

We have long changed our view on Chinese brands."

Zhou Zixian joined the House of Haishu because she knows that Hailan House is a Chinese brand. Today, Chinese brands in the eyes of Malaysians represent "high cost performance" and "more creative designs."

Hailan House Yunding store deputy manager, another Malaysian Chinese Lin Jingqian told the "World Online Business" reporter, he is a "professional handcuffs party", even in Malaysia, she often buy clothes, shoes, from Taobao, Pendants and other products. To her surprise, though cheap, the quality of Chinese products is not bad. She pointed to her mobile phone and said that the transparent phone case was bought on Taobao. She had seen the same payment in a Malaysian physical store. The price was 100 RM (150 yuan), but on Taobao, 15 yuan, and she used today, there is no problem.

"As soon as Taobao is deeply like the sea," Taobao Shopping is increasingly frequented and Linqing Qian's goodwill towards Chinese brands continues to deepen. Therefore, when she learns that the Chinese brand Hailan House wants to open a store in Malaysia and needs to recruit people, it immediately generates interest. From the American brand Guess who has worked for more than three years, he left to join the House of Haishu. “Because China is developing very fast, I think it is more promising to serve Chinese brands.”

Every week I play badminton with my friends

Zhou Zixian also holds similar ideas. However, unlike Lin, she has a good impression of Chinese brands because of Ma Yun. It is said that Malaysians know two Jacks from China, one is Jackie Chan - Jackie Chan, and the other is Jack Ma, Jack Ma. In Zhou Zixian's opinion, Ma Yun can be said to be a model for overseas Chinese - "He started from scratch and became a famous big man from a disparate little person. This story is very inspirational!" Ma Yun succeeded in the soil of China, which also made Zhou Zixian Realizing that China is now completely different from China where its ancestors lived, an unprecedented development is taking place there. Although he is in Malaysia, Zhou Zixian also hopes he can participate in this era of change.

After joining the House of Haishu, Zhou Zixian realized the charm of this Chinese brand. She said that Haicang House emphasizes its customer service awareness. “For example, the brand requires us to experience the needs of our customers. When guests hold something full, they must deliver a shopping basket in due course. When guests see the guests pushing the stroller, they must go to help look at them so that they can free their hands. Come to shop.” In addition, the service provided by the store for customers to trim trousers free of charge also makes Zhou Zixian feel particularly humane, even if the pants are not purchased from the Hailan home, the store provides free services. "So now I often pay attention to the customer's trousers, if it is too long, it will suggest that they trim." Zhou Zixian said with a smile.

Zhang Jianguo, Director of Overseas Markets at Haishu Home, said that Zhou Zixian was selected as the manager of the Genting Store. What she saw was her care and she was not afraid to endure hardship. In addition, her academic qualifications and work experience also made her have the possibility of promotion.

Zhou Zixian in daily life is a beautiful girl

The international ambition of the "men's wardrobe"

Starts in Malaysia

Today, the two stores in Malaysia are all local Malaysians, which is an important step in brand localization.

Zhang Jianguo pointed out that Zhou Zixian can better communicate with Malaysian customers and not only contribute to the brand in terms of personnel management and customer service, but also put forward many valuable suggestions. “After all, Malaysia is a multi-racial country, and many of our habits are unimaginable to us.” Zhang Jianguo said that these differences include differences in laws and regulations, as well as cultural differences: “Such as Chinese people get married, like suits and red ties, and Malays I will not dress like that."

In Zhang Jianguo’s view, Hailan’s home now is a brand that goes to sea, which is a huge difference from the product’s going to sea. "When products go to the sea, basically only the quality can be guaranteed, but there are too many things to do when the brand goes to sea." As the partner of "Tmall's strategy for the sea", Haicang has already done "one store sells the world". However, the brand is still vigorously promoting the implementation of overseas plans - gradually set up physical stores overseas, in order to enhance customer experience and brand mentality.

“We chose Malaysia as the first stop, and we saw the lessons learned by some apparel brands in the international market. Therefore, we started with Malaysia, which is close to our culture and aesthetics.” Zhang Jianguo said.

Zhou Zixian, Malaysian Chinese manager, may be more familiar with local people's aesthetic taste of clothing

Zhang Jianguo believes that the clothing of the Hailan House is not inferior to other big brands in terms of design sense or material quality, but it is more affordable in terms of price. “Before I was at home, there was no obvious feeling. When I arrived in Malaysia, I realized that China’s retail development is very developed!” said Zhang Jianguo, who wanted to buy some badges and notebooks for employees in a Malaysian physical store, but when he said he wanted to buy For more than 10 stores, the shopkeepers faced with difficulty and said that there was not so much goods. “But in China, not only is there almost no possibility of being out of stock, the price is cheaper, and the quality is not bad. Many Chinese brands are made in such fierce competition!”

In order to better allow Malaysian customers to accept this young brand, Haishu House’s overseas team had spent a long time examining the international big-name store layouts. In addition to the addition of more fashion elements, Haiduo’s Yunding Store has been added. , also changed the side of the domestic display methods, will change the costume to show people, give consumers a better experience. "For the first time, Yan value is always important," Zhang Jianguo said.

The attempt of the Hailan House in Malaysia has seen results. The store opened in Kuala Lumpur city center in May this year has sold well, and the Yunding store that opened in October has also had a good momentum of development. It is said that customers who come to shopping will buy an average of 3 clothes, and they are mostly Malaysian locals.

Haicang Home Yunding Store in Malaysia

Now in China, Haicang House has opened up online and offline sales. In the future, this can be achieved in Malaysia. Customers can enjoy a more convenient shopping experience.

Zhang Jianguo believes that the brand does not only want to achieve the development in Malaysia, but also hopes to enable such outstanding staff as Zhou Zixian to grow. He detailed the road to promotion for a Malaysian manager: from managing a store to managing all stores in Kuala Lumpur to managing all Malaysian stores. Obviously, this is a road to promotion that is full of challenges, but Zhou Zixian said he really wanted to try it. She quoted a word from Ma Yun to describe his current state of mind: "I still want to have a dream, if it is realized?"