For a good down jacket, Haishu House has a lot of thoughts

The well-known Haicang House has spent more of its efforts on product creation in recent years. This is not to shift marketing lines and maintain brand freshness, but to actually inject high-quality, high-skilled, and innovative products into the product. Under the strong brand appeal of Haishu House, how to make the product's value and function selling point more deeply rooted in people's minds is worth thinking.

2015 is the year of Haicang House product quality. Hi-T series are sold in spring and summer due to their comfortable fabrics and colorful styles. The “Zhi +” series debuted in autumn and autumn, Oxford shirts, fleece, and 100% cashmere sweaters. All received a good reputation; last fall and winter down jacket was the first to be widely acclaimed, the amount of conservative delivery is far lower than the enthusiasm of consumers to buy, light down quality performance to an international fast fashion brand similar products caused no small impact. In 2015, Haicang House used more thoughts to achieve an excellent iteration of the down series.

What is the mind of the product?

In order to change the stereotype of the down jacket, the design team of Haifei Home Down Wear focused on the international fashion trend and used the V-type route to spliced ​​the inner and outer door leaders' heads together with fluff and leather. Appropriate waist fits the oriental man's body shape, fresh colors break through the winter gray tone. High-quality goose down is filled with up to 90% cashmere, creating a perfect thermal barrier with a tight airbag. The new double-layer interweaving technology and technical texture fabrics can not only effectively resist wind and snow, but also enhance human thermal sensation. In order to make the down jacket not afraid of the water in the rain, the jellyfish house adopts waterproof sutures. The width of the pressure line is tight and proper, and the protective coating is used to prevent the water from penetrating. Even in the case of wind and rain, the inner pile is still full and fluffy. Haicang House considers the actual wearability of different climates, whether it is mildly warm or against cold, has a corresponding style calmly. Hailan's home has always been obsessed with the ultimate cost-effective, not because of the quality of the quality of the loss of people.

Excellent product is the best advertisement

"Let the product speak for itself" is the core challenge for down apparel marketing this season. This year's spring and summer home "Hi-T Rainbow Wall" stunning Shanghai, can be called this year's success stories of Chinese fashion industry marketing. In the early winter of December, people once again felt the excitement of the product and the confidence of the brand in quality at the Lujiazui Shanghai and Hangzhou West Lake Cultural Square subway stations. Behind the seemingly simple "colored feather wall", a lot of thoughts were moved. Through the transparent and soft glass, 20 down jackets were finely laid out in an orderly manner. Lights were thrown on the down body without losing the true color. Imprinted on the glass. The letters tell wearing feelings: Lightness, Warm, Comfort. If there is such an excellent down jacket in the closet, the body and mind will surely become warm and sunny in the winter.

Intuitive product TV ads also reveal the brand's mind

Hailan House jumped out of the ice and snow routine, this season TV advertising will bring down jacket into the city life, spokesperson Du Fu wearing a variety of colorful down jacket freeze in a dynamic scene, without any chill. Hailan House regards the down jacket as a fashion item that integrates into the urban life. At the instant of consumers' intuitive products, it also realizes the brand's youthful vigor and the attitude to pursue a wonderful life. A good down jacket is like a companion to the warm companionship, just as the Hailan House brand has been inseparable from the hundreds of millions of Chinese men over the years to share their work and life each day. Accompany you all the way out, both to say the emotional value of the product, but also revealed the brand's mind.

Challenge product skills, pass brand love

This year, besides “Run, Brother,” Haifei's House also won CCTV’s “Great Challenge” apparel sponsorship. Along with Ejintian, Yue Yunpeng, Sha Yi, and other stars, they went to the grasslands and chased the streets. Their high-tech products also suffered. Great challenge. On December 1st, 2015, Zhou Liping, the general manager of Hailan Home Garment Co., Ltd., and Du Fu, the spokesperson, visited Hebei Nanbuzi Elementary School to deliver specially-designed color down jackets to left-behind children and teachers in poverty-stricken mountainous areas. For the second consecutive year, Haicang House has jointly initiated the "More Warmth" Charity Action with the China Warm Welfare Foundation's "Cool Stream Plan" and NetEase platform, hoping to take care of the community with the warmth of clothing and down apparel and to deliver brand love.

The down jackets that incorporate many thoughts, with innovative and rich marketing visual display of the products' high skills, fashion variety and warm love, enhance people's trust and loyalty to the brand. In the context of China's industrial upgrading and emphasizing the "China quality" era, there is no perfect product without the foundation and survival of the evergreen brand. The sluggish market environment has caused many clothing brands to get rid of the fate of being sold poorly and forced to close their stores. The performance of Hailan's home market has maintained rapid growth in 2015, which is not unrelated to the devotion to product development. The hot sale of down jackets will surely bring a beautiful report card to the fourth quarter of this year.