Suning joined Lindex to introduce international fashion concept

Recently, Suning and born in Sweden's international famous fast fashion brand Lindex signed a strategic cooperation agreement, become lindex in mainland China's general agent, will this popular overseas fast fashion brand to introduce China. Suning to enter the fast fashion industry, and further improve the retail distribution for different consumer groups, to provide products to meet the pursuit of fashion services and consumer experience.

According to the planning, Suning, Lindex will play their significant retail, production advantages, with the help of O2O integrated retail mode, the opening of Lindex line, offline franchise stores, quickly improve the Lindex China market share. Among them, the entity retail part plans to open in 2014-2017 more than 100 Lindex franchise stores.

Hand lindex introduction of international fashion concept

In H&m, Zara popular in China today, and their famous fast fashion brand Lindex Although the future of Chinese open shop, but the reputation of the outside, the network on the purchase of lindex information abound. As an outstanding representative of Scandinavian design style, Lindex focuses on the fashion fields such as women's wear and underwear, Reese, Paltrow and Cruz, and other world-renowned artists have endorsed Lindex.

Lindex's female underwear market share ranked first in northern Europe, female fashion ranked second in northern Europe. The world's top designers, from New York, Paris, London, Tokyo, Amsterdam, Copenhagen and other locations, draw inspiration from the design, every week to the store to put new. Lindex to the pursuit of quality of life in the fashion of women as the main target customers, is committed to providing consumers with an encouraging, accessible fashion.

In Nanjing, the signing ceremony at the scene, Lindex chairman Hannu Penttilä, CEO Göran Bille and Suningyun, chairman of the Jindong, President Kim Jinming, Marketing headquarters executive vice president Wang and other high-level joint attendance.

Hannu Penttilä said that entering China was the largest international achievement ever seen in the Asian market and even in the global market. Through Suning's excellent retail ability, we can lindex the Scandinavian tradition, the modern shopping environment and the fashionable life concept to the Chinese customers, and we look forward to providing Chinese customers with world-class fashion experience as soon as possible.

Jindong said, the cloud business model, Suning will expand the whole category of business, full channel integration and customer service, all these changes are around the consumption demand. Clothing is an important category in the consumer market, high consumption stickiness, and fast fashion category has maintained rapid growth, so with lindex cooperation can be seen as a Suningyun business development milestone. From home appliance retail to clothing management, Suning officially entered the fashion industry, for the Chinese market to draw on the introduction of international fashion concept, this is Suning category expansion and retail capacity to upgrade the important breakthrough.

Founded in Sweden in 1954, Lindex is one of Europe's leading fashion chain retailers, having opened more than 470 stores in 16 countries and 2012 sales of about 8.626 billion SEK (about 7.935 billion yuan).

Exclusive Agent dual-line integration to open up the Chinese market

In recent years, with the rise of domestic consumer market and shopping center, many international fast fashion brands have accelerated the expansion speed. Ordinary people can accept the price, close to the international brand of the design, tailoring and style to attract a large number of middle-income groups and young people, to explore China's rapid fashion apparel large consumer groups demand. China has also become an important source of growth and profit for many international fast fashion brands.

At the same time, Suning accelerated the transformation, in order to establish a closer relationship with consumers in the internet age, to better meet consumer demand. To this end, Suning Business category continues to expand, retail business continues to extend. Based on this, Suning will look to the rapid growth of the fast fashion field, grasp the growing parity of the fashion market. After more than half a year of communication negotiations, the two sides finally reached a comprehensive cooperation in the Chinese market.

Suning as the sole agent of Lindex, will set up Lindex project Operation Company, responsible for lindex brand marketing, channel construction, sales management, after-sales service. In addition to independent operation, Suning can also develop lindex distribution channels through regional authorization. Lindex is responsible for product design, production, store and service standardization, and assist Suning to promote brand building.

Lindex CEO Göran Bille said, Lindex focus on women's fashion and underwear, compared with other fast fashion brands, lindex in with the international fashion cutting at the same time, will pay more attention to the quality of clothing, the materials are more exquisite. In the Chinese market, lindex products also from the International design team, the production process is also adhere to global procurement, combined with the Chinese consumer demand, lindex will design, production in line with the Chinese market style.

Suning President Jin Ming said, on the one hand, lindex will give priority to in Beijing, Shanghai, Nanjing, Guangzhou, Tianjin, Chongqing, Chengdu and other one or two-line city core business district opened stores, stationed in Suning Plaza, Suning Life Plaza, and other quality properties. On the other hand, will also open the flagship store online, for the Internet to buy consumers to provide convenient, and to form compared to other international fast fashion brand competitive advantage.

According to the plan, it is expected to open the first lindex entity store in Shanghai in September 2014, and synchronize the first flagship store in Suning. Over the next four years, Lindex will open more than 100 physical stores nationwide.

Kim pointed out that, based on Suning's store development, store management, warehousing and distribution, marketing and other retail capacity advantages, will contribute to the rapid development of lindex. At the same time, the development of Lindex will also help to promote Suning's retail capacity, such as the establishment of a segment of the purchasing team, perfect Gaoping effect store replenishment, the mechanism of adjustment and so on.

Analysis of the industry, relying on suning mature retail experience, lindex will be a lower cost of the layout of the Chinese market faster, but also to eliminate the late in other fast fashion brands in China and the adverse impact. It is reported that the lindex in Sweden announced with Suning cooperation program on the day, its shares rose 3.8%.