Chairman Steps Into the Spotlight: Can HLA’s Viral Buzz Turn Into Real Sales?

“Going viral through bold, unconventional content” — this is the “traffic formula” openly shared by HLA Chairman Zhou Lichen during a recent livestream. And he hasn’t just talked about it — he’s put it into action. In just three months, his personal Douyin account attracted over 300,000 followers. In his pinned video, Zhou appears in one of HLA’s own coats, reenacting a classic Korean drama scene. The playful, “abstract-style” clip quickly garnered tens of thousands of likes.

Behind the chairman’s transformation into an online personality lies a proactive response to shifting market dynamics — and a subtle sense of urgency around the brand’s transformation. While HLA achieved more than RMB 15 billion in revenue in the first three quarters of 2025, its core brand, “HLA,” has seen revenue decline for several consecutive quarters since the second half of 2024. At the same time, inventory levels remain at the tens-of-billions scale, and its inventory turnover days are significantly higher than those of fast-fashion competitors, signaling mounting pressure on product sell-through.

To reverse this trend, HLA has launched a series of strategic initiatives. On the marketing front, the brand has refreshed its image by signing younger-generation ambassadors and sponsoring popular variety shows, aiming to shake off its once “middle-aged” brand perception among younger consumers. On the product side, HLA has ventured into fast-growing categories such as outdoor apparel and has repeatedly showcased new collections blending Eastern aesthetics on the runway at Shanghai Fashion Week, signaling a push toward greater fashion relevance. More recently, the company has even crossed into the beverage sector, exploring opportunities for business diversification.

However, the impact of these efforts has yet to be fully reflected in financial performance. In the first three quarters of this year, while revenue rose modestly by 2.23% year-on-year, net profit attributable to shareholders declined by 2.37%.

Industry analysts point out that HLA’s long-standing model of “heavy marketing, lighter product focus” may now be facing structural challenges. Some newly launched products have drawn criticism for emphasizing conceptual storytelling over clear technical specifications, resulting in lukewarm market feedback. Moreover, deeply ingrained brand perceptions among younger consumers cannot be reshaped overnight.

The real question now is how HLA can convert online attention into real foot traffic in fitting rooms — and ultimately into tangible sales. More importantly, how can innovation at the product level truly resonate with consumers on an emotional and functional level? These are the deeper questions HLA must quietly and carefully answer once the spotlight of viral traffic fades.