Heilan Home hits into fast delivery platform

Heilan Home (HLA), a notable Chinese fast fashion brand owned by Wuxi-based Heilan Group, announces its cooperation deal with Meituan Waimai, a major food delivery platform in China, on July 23. [Photo/ WeChat account: news-wuxixinwen]

Heilan Home (HLA), a notable Chinese fast fashion brand owned by Wuxi-based Heilan Group, announced a cooperation deal with Meituan Waimai, a major food delivery platform in China, on July 23.

According to HLA, it has joined Meituan Waimai to enable customers to order HLA clothes online. The clothes will be picked up at nearby stores by Meituan's delivery staff and be delivered to shoppers within an hour.

Delivering clothing via a food-delivery platform is a new attempt to bring more convenience to customers. The one-hour delivery service also meets the demands of consumers in the delivery industry.

Moreover, HLA and Meituan will expand the strategic partnership into marketing and technology. Meituan has the data of individual consumers based on the LBS (location based services), which can support precise brand management. HLA's RFID (radio frequency identification) technology and flexible supply chain provide a basis for the precise management of new retail models.

The clothes of HLA will be picked up at nearby stores by Meituan's delivery staff and be delivered to shoppers within an hour. [Photo/WeChat account: HEILANHOME_HLA]

HLA has launched online stores at Tmall and JD.com and also worked with such major delivery companies as EMS and SF for goods delivery. The new cooperation with Meituan will shorten delivery time from the normal two days to one hour. It is one of HLA's moves to integrate online platforms and offline stores, promote new retail models and develop the new retail market.

HLA has enjoyed rapid development in the past two years. By the end of 2017, the number of its physical stores around China amounted to 5,792.

The company has striven to boost its e-commerce business. Based on its performance report for 2017, HLA's gross revenue was 18.2 billion yuan ($2.7 billion), a year-on-year increase of 7.06 percent. The prime operating revenue of its e-commerce business reached 1.05 billion yuan, 5.7 percent of total revenue.

Compared with other domestic brands, HLA's e-commerce business still makes up a smaller proportion of the company's businesses, implying great growth potential for e-commerce. The increasing demand for online shopping has helped to lay the foundation for HLA to try its new retail model.

Besides, HLA has stepped up efforts to tap into the intelligence industry, trying virtual reality and intelligent technologies in dressing, clothes fitting and stores.