E-LandKorean nameHangul 이랜드그룹Revised Romanization Iraendeu GeurupMcCune–Reischauer Iraendŭ KŭrupE·Land Group (hangul:이랜드그룹) is a South Korean conglomerate headquartered in Chanjeon-dong Mapo-gu Seoul, Korea. It started as a 6 sqm small clothing shop on a fashion street in front of Ewha University in Sinchon in 1980. E.Land Group became a USD 10 billion group of companies, creating the phrase "Legend of 6 sqm (hangul:2평의 신화)". E.Land Group now takes part in retail malls, restaurants, theme parks, hotels and construction businesses as well as its cornerstone, fashion apparel business. It has operations worldwide through its subsidiary E-Land World, including China, India, Sri Lanka, Vietnam, the United States and Europe (England, Italy).ContentsHistoryVertical IntegrationRetail2001 OutletNC Department store & NewCore outletHomever (ex. Carrefour)FashionApparel brandsHotel, restaurant, constructionRestaurantsKnowledge ManagementSportsSee alsoReferencesExternal linksHistoryEditIn the 1980s, E.Land Group revolutionised the retail channel by pioneering new markets using a franchising system. Franchising system is one of the most profitable forms of retail distribution due to its low initial investment requirement when opening new stores. Its first ever brand was called "England", which later changed to "E-Land" due to restrictions on trademark registration.During the Asian financial crisis of 1997, E.Land Group successfully carried out several corporate reform initiatives, including corporate restructuring, overhaul of its finances and transformation of its management system. As a result, E.Land Group became the 37th largest corporation in Korea (excluding SOE's) with assets totalling over 2 billion USD as of the end of 2005.E.Land Group transformed Korean apparel retailing, which was historically divided into high-priced department stores and low-priced traditional markets, by creating a new medium-priced market using street shops. This market has now grown to over USD 20 billion in 2006. E.Land Group currently takes part in fashion apparel, hypermart retail, fashion outlet malls, department stores, hotels and restaurant businesses.On 16 December 2011, E-Land purchased Elizabeth Taylor's Krupp Diamond ring for $8,818,500 (including buyer's premium). It planned to put it on display at their E-World theme park in Daegu.[1]Vertical IntegrationEditIt currently focuses on vertical integration of production and distribution of consumer goods that include apparel, groceries and housewares. Products are sold through two different channels, namely, approximately 5,000 franchise stores and E.Land Group owned stores consisting of 25 premium fashion discount stores, two department stores and 32 discount stores.The strength of E.Land Group lies in its ability to generate synergies between its fashion and retail businesses, and this strategy being implemented through a business portfolio that includes infant wear, children's wear, women's wear, sports wear and underwear and a multitude of channels such as outlets, department stores and super supermarkets.RetailEditE.Land Group is currently the second largest retailer in South Korea based on number of stores as of September 2006 (Source: Korea Rating).The Group's current retail business comprises Kim's Club, NC Department Store, NewCore Outlet, 2001 Outlet and DongA Department Store.2001 OutletIn 1994, E.Land Group introduced the first outlet in Korean market by opening the first store of 2001 Outlet. It took a form of multi story outlet stores with groceries, houseware and apparel.NC Department store & NewCore outletIn 2003, E.Land Group purchased a 75% stake in NewCore, a department store operating in 25 different locations in Korea. Following the acquisition, NewCore was transformed to and operated as two department stores and 15 fashion premium outlets.Homever (ex. Carrefour)In April 2006, E.Land Group acquired the entire South Korean operations of Carrefour which operated 32 discount stores. Carrefour Korea, despite its global presence and experiences overseas, struggled to understand the local Korean culture. Carrefour was rebranded to Homever by E.Land Group after the acquisition.The acquisition moved E.Land Group from 6th to 2nd largest discount/outlet operators with respect to total number of stores.Using experiences accumulated from prior operations of 2001 Outlet and NewCore Outlet, E.Land Group successfully integrated its winning strategy to revive the stores after the acquisition.During 2007, E-Land received media attention regarding new Korean non-regular protection laws. E-land laid off more than 900 non-regular female cashiers at its affiliate retailers, Homever and New Core, just before the law went into effect on July 1, 2007. The group, instead, outsourced their jobs to workers from temporary agencies. The new law requires a company to grant its non-regular employees regular status after they have worked with the company for two years.[1]On 14 May 2008, the British retail group Tesco, which already operated in Korea, agreed to purchase 36 hypermarkets with a combination of food and non-food products from E-Land for $1.9 billion (976 million pounds) in its biggest single acquisition, making Tesco the second largest retailer in the country. The majority of the E-Land stores formerly belonged to French retailer Carrefour before 2006 and most of the stores will be converted to Tesco Homeplus outlets. Tesco's South Korean discount store chain, Home Plus, currently has 66 outlets.[2][3]FashionEditApparel brandsE.Land Group owns 60 brands in Korea. CasualBrenntanoUnderwoodHuntR.AthleticTeenie WeenieWho.A.UShane JeansNhư vậy cơ bảnCóĐồng xuC.o.a.xPrichG-StarSPAODeco & Netishion (phụ nữ)DecoAna CapriĐiện báoXIXDIAEnC96 New YorkA6Phụ nữ, trẻ em, đồ lót và các phụ kiện:Mandarina vịtBelfeLario 1898CoccinellePeter ScottLochcarron của ScotlandE-Land JuniorUnderwood SchoolOhooÍt BrennRoem cô gáiCác cô gái ngàyCocoritaUsallMới vàngSăn trẻ emMũTrẻ em VianniMáEnteteeCeldenSăn InnerwearĐồ lót ngàyEblinPetit LinCơ thể PopRoemNgày2MeTeresiaFiorucciClovisLloydĐầu mốiVianniEco MartPaw PawOIXVicmanOIX MilanoNIX21Marie ClaireOSTBeallMIXXOBí mật MIXXOEland cũng hoạt động thương hiệu toàn cầu sau theo giấy phép:Sự cân bằng mớiBerghausEllesseK-Thụy sĩKhách sạn, nhà hàng, constructionEditLexington khách sạnKensington ResortKensington Flora khách sạnAshleyPizza MallRiminiQuán cà phê LugoCaffeEWorld Daegu (구 우방랜드)E-đất hành trình (구 한강유람선)Nhà hàngAshley: Một New England-phong cách nhà hàng gia đình nhắm mục tiêu khách nữ. Của nó theo kiểu tự chọn salad bar đặc trưng với hơn 50 mục trình đơn khác nhau. Gần đây, E-đất mở một bữa tiệc buffet hành trình (nhiều hơn 90 + khác nhau menu) ở Yeoeuido.Rimini: Một nhà hàng ý mà chủ yếu là phục vụ các mì ống trong khung cảnh trang trí nội thất phong cách ý.Pizza Mall: An Italian-style pizza bar which was the first major restaurant chain in Korea to sell pizza at under 10,000 won (about $10 US) at the time of its launch in 1994. There are 35 markets in Korea in 2013.Knowledge ManagementEdit
Knowledge Management permeates the organisation, encouraging the generation of new ideas and sharing of best practices. E.Land's Knowledge Management network is superior to that of many leading global companies and therefore is constantly benchmarked by others.
E.Land Group has been recognised for best practices in their area by Forbes, Booz Allen and Harvard Business Review:
2004: The Best Practice in Knowledge Management by Forbes
2005: Featured Harvard Business Review Case Study - The Right Stuff
2005: Used by SAP as a successful implementation case study for their ERP system
SportsEdit
In April 14 2014, E-Land Group announced that they will found professional football club based in Seoul and Seoul E-Land FC are competing K League Challenge (Second division) since 2015.
See alsoEdit
Economy of South Korea
List of South Korean companies
Seoul E-Land FC
ReferencesEdit
"E-Land pays $8.8 million for 33-carat Elizabeth Taylor diamond ring". Joongang Daily. 16 December 2011. Retrieved 29 March 2013.
Tesco to buy 36 S.Korean stores | Deals | Mergers & Acquisitions | Reuters
BBC NEWS | Business | Tesco set to grow in South Korea
External linksEdit
E-Land Official Korean Homepage
E-Land Official English Homepage
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