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HLA: the successful retailer unknown outside China


A Chinese giant in the retail industry


HLA, the abbreviation for Heilan Home Co., is a Jiangsu-based company set up in 2002 by Zhou Jianping, one of the wealthiest people in the Chinese fashion industry.


Currently, the company has over 6,000 stores in the market, including over 5,000 HLA brands (HLA men’s; HLA lads; HLA jeans; HLA OVV and HLA home). In addition, it has 1,300 EICHITOO brands (a lady wear Chinese brand launched in 2010) and 300 other Chinese brands under the umbrella company. These stores are mostly located in China’s second and third-tier cities, but more recently they have also expanded to the Southeast Asia market including Malaysia, Singapore, and Thailand.


For a company that is just 20 years old this year, HLA has achieved incredible success in just a few years in the highly competitive Chinese domestic market.

The company has grown rapidly (since its humble beginnings/recently) and during 2019 HLA recorded 3.2 million RMB ($504,080) net income and an outstanding market evaluation estimate as 26.6 billion RMB ($4.2 billion). This placed the company among the top performers of the world’s fashion industry, a seriously impressive feat considering at the time they only worked in one market – China.


For a company that is just 20 years old this year, HLA has achieved incredible success in just a few years in the highly competitive Chinese domestic market. They have expanded in smart ways and managed to push the scope of the company beyond the borders of China in doing so, just how they have had such success we shall explore in this case study.


Read More at https://daoinsights.com/works/hla-the-successful-retailer-unknown-outside-china/

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