Hailanhe Group initially focused on wool spinning and later expanded into the garment industry in the mid-1990s. After over a decade of growth, Hailanhe quickly became a major player in the domestic apparel market, establishing itself as one of China's largest high-end men's clothing production bases. The company now boasts an annual production capacity of 3 million suits, 4 million shirts, and 15 million meters of premium fabric. Since 2002, Hailanhe has consistently ranked among the top 500 Chinese enterprises in terms of sales and profit, making it a standout name in the fashion industry.
In addition to its manufacturing success, Hailanhe is also a prime example of how domestic wool textile companies can successfully transition into the clothing sector. As part of this transformation, upstream fabric producers gradually evolved into integrated brands. In 2002, the brand "Hailan House" was launched, marking a new era for the group. From its inception, Hailan House broke away from traditional clothing branding, aiming instead to become a marketing, service, and retail-oriented brand. Positioned with a "high-quality, mid-price" strategy, it targeted the mass consumer market.
This success was driven by Hailanhe's pioneering approach to garment design, which began with advanced research in wool technology. This led to the creation of a complete supply chain, from raw wool to finished garments. The model involved direct control over each stage—ranch, factory, and retail market—ensuring quality and cost efficiency. The "Hailan Home" concept introduced a new shopping experience, allowing customers to choose their clothing freely without the pressure of traditional sales assistance.
With stores ranging from 200 to 1,000 square meters, Hailan Home offers a wide range of men’s apparel throughout the year, catering to consumers aged 18 to 100. The brand created a stylish and convenient "one-stop" shopping environment, eliminating the need for traditional in-store guidance. In 2006, Hailan House won the prestigious "Marketing Award" at the China Apparel Brand Grand Prize for the period 2004–2005, often referred to as the "Oscars" of the Chinese fashion industry.
Hailan House operates under a full franchise model, where all store operations and management are handled by the company's dedicated team. Franchisees don’t need to worry about day-to-day running, allowing them to focus on growth. By 2006, the brand had established nearly 1,300 stores nationwide, with over 90% operated by franchisees. Sales reached nearly 1 billion yuan, and Hailan House topped the list for men's clothing sales in Jiangsu Province.
Shaoxing Yingcheng Textile Co.,Ltd , https://www.sxyingcheng.com