Transcript 投影片 1 - University of Kansas

Hallmark Babies in Asia…
The Perfect Storm
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Hong Kong 2011
Shanghai, China 2011
Hong Kong 2004
The Perfect Storm

Approximately 185 concept shops and counters
in China shopping malls & department stores

Hong Kong, China, Macau, Taiwan, the
Philippines, Malaysia, Vietnam
●
●
Sales Ranking – Shanghai & Beijing in 2011
Ranking
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Brand
Yeehoo
Hallmark Babies
Allo & Lugh
Premier Jour
Souhait
Les enphants
Senbo Dulun
QP Two
Lucky / Labi Baby
Piyo Piyo
Usbaby
Infancee
Adidas Baby
Baby Looney Tune
Kara Bear
Miyio
Good Baby
Target Age
Range
0-6Y
0-8Y
0-6Y
0-5Y
0-6Y
0-6Y
0-5Y
0-6Y
0-6Y
0-6Y
0-6Y
0-6Y
0-4Y
1-3Y
0-6Y
0-3Y
0-6Y
Incld Non
Garment
Products
YES
NO
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
Avg Sales per
sqm per month
USD/m2
624
618
589
561
525
512
492
454
411
403
378
308
289
286
276
271
189
Avg Sales
per shop
per month
USD
18,008
19,110
22,371
13,632
16,591
26,369
11,271
9,997
13,054
12,835
7,050
8,268
7,462
8,407
7,003
6,301
7,973
* Sales performance of Hallmark Babies is based on total 30 Hallmark Babies shops in Shanghai & Beijing in 2011
* Sales performances of other brands are based on their shops in the same depart. stores where the 30 Hallmark Babies shops situated in 2011
What created the
Perfect Storm?
Ten success factors…
Success Factor #1
Florich Trading Co., Ltd


Hallmark granted a trademark
and copyright license to
Florich Trading Company, in
to manufacture and
market
and children’s
wear in Mainland China
Factory in Tai Shan
Florich
- Headquartered in Hong Kong
- Self-owned production facility
Headquarters
in Hong Kong
Success Factor #2
A popular western brand
Extension of Hallmark’s logo and traditional slogan
When you
care enough to send
the very best
Success Factor #3
Hallmark creative assets
Multi-style of one image
Success Factor #4
Open retail landscape
Started with 4 Hallmark Babies Shops in Hong Kong and Shanghai
Hong Kong
Shanghai
Success Factor #5
One Child limit
Success Factor #6
Chinese middle class has money
Success Factor #7
Premium Positioning
Catamini
Luxury
Jacadi
Nicole & Bears
Allo & Lugh
Hallmark Babies
Premium
Yeehoo
Lucky Baby
Disney Baby
Piyo Piyo
Middle
Les enphants
Good baby
Carters
Kara Bear
Senbo Dulum
Mass
QP Two
Pepco
Many non-popular brands
Baby Q
Snoopy Babies
Success Factor #8
Retail Training
Success Factor #9
Retail capital investment
3rd generation 2013
Hong Kong 2008
Success Factor #10
360 Degree Marketing
Loyalty Program
Results:
Nearly $35MM
Number of Shops
Retail Sales US $Millions
250
$40.0
205
200
185
164
$34.0
$35.0
$29.5
$30.0
$25.0
150
$20.9
126
$20.0
97
100
$14.8
$15.0
54
50
20
26
$5.2
$5.0
9
$3.2
$0.5
0
2004
$10.3
$10.0
2008
2013
$0.0
$1.6
2004
2008
2013
Hallmark Babies in Asia…
The Perfect Storm
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Thank
You