海澜之家海外扩张战略：中国男装品牌如何征服东南亚市场
海澜之家海外扩张战略：中国男装品牌如何征服东南亚市场
HLA's Overseas Expansion Strategy: How a Chinese Menswear Brand Conquers Southeast Asia
中国服装品牌正在加速国际化步伐。海澜之家(HLA)最新财报显示，2023年上半年海外业务收入达1.6亿元，同比增长超25%，成为业绩亮点。
Chinese apparel brands are accelerating internationalization. According to HLA's latest financial report, overseas business revenue reached 160 million yuan in the first half of 2023, with year-on-year growth exceeding 25%, becoming a bright spot in performance.
"款式好看，面料不错。"马来西亚华人Nick这样评价海澜之家产品。这家中国男装巨头自2017年启动国际化战略，现任董事长周立宸(36岁)自2020年接班后加速海外布局。
"Good design and quality fabric." Malaysian Chinese Nick commented on HLA products. This Chinese menswear giant launched its internationalization strategy in 2017, and current chairman Zhou Lichen (36) has accelerated overseas expansion since taking over in 2020.
东南亚市场战略
Southeast Asia Market Strategy
海澜之家采取三步走战略：扎根东南亚→辐射亚太→着眼全球。目前已在马来西亚、新加坡、越南等国家开设68家门店。
HLA adopts a three-step strategy: establish in Southeast Asia → expand to Asia-Pacific → target global market. It has currently opened 68 stores in Malaysia, Singapore, Vietnam and other countries.
选择东南亚作为突破口主要基于：
The choice of Southeast Asia as breakthrough is based on:
- 高人均可支配收入
- 商圈客流密集
- 华人消费群体庞大
- High disposable income
- High foot traffic in commercial areas
- Large Chinese consumer base
本土化运营策略
Localization Strategy
海澜之家在海外市场采取多项本土化措施：
HLA implements multiple localization measures in overseas markets:
- 产品调整：开发适合炎热气候的功能性T恤，东南亚专供款占比达20-30%
- 渠道策略：直营模式+核心商圈选址(如优衣库对面)
- 营销创新：签约当地明星/KOL，参与本土节日营销
- Product adaptation: Develop functional T-shirts for hot climate, with 20-30% Southeast Asia exclusive products
- Channel strategy: Direct operation + premium locations (e.g. opposite Uniqlo)
- Marketing innovation: Collaborate with local celebrities/KOLs, participate in local festival promotions
多品牌出海战略
Multi-brand Overseas Strategy
除主品牌外，海澜之家旗下OVV(职场女装)、黑鲸(简潮时尚)、英氏(高端婴童)等子品牌均已出海，且海外定价高于国内。
Besides the main brand, HLA's sub-brands including OVV (workwear for women), Hei Jing (casual fashion) and YeeHoO (premium childrenswear) have all gone global, with overseas pricing higher than domestic.
财报显示，海外市场毛利率高达68.89%，远超国内的45.56%。
Financial reports show overseas market gross margin reaches 68.89%, significantly higher than domestic 45.56%.
未来挑战
Future Challenges
尽管海外增长迅速，但海澜之家仍面临：
Despite rapid overseas growth, HLA still faces:
- 海外营收占比不足2%，规模尚小
- 国内存货高达95.5亿元
- Overseas revenue accounts for less than 2%, small in scale
- Domestic inventory as high as 9.55 billion yuan
周立宸表示，在加速海外扩张的同时，将持续优化国内业务，包括产品升级、渠道优化和品牌年轻化。
Zhou Lichen stated that while accelerating overseas expansion, he will continuously optimize domestic business, including product upgrade, channel optimization and brand rejuvenation.
