Yoho! has the Goods PR spokesperson: Has contacted Asos has not reached the cooperation intention

December 27 News, recently, there is news that the British fashion electric Asos is expected to work with the domestic power supplier yoho! have the goods cooperation, and common restructuring of domestic apparel electric business pattern. However, Yoho!, a PR spokesman, denied the matter to the billion power network, saying that "there had been contacts before, but no intention of cooperation had been reached." ”

Insiders believe that Asos really need a domestic fashion trend is very familiar with the partners. Although Asos has achieved a great success in the UK and has already set up branches in Germany, Italy and Russia, it may not be easy to replicate its successes in China.

From the Japanese power Zozotown exit China's experience, can be summed up Asos in China may encounter obstacles: first of all Asos in China's popularity is not high, the need to spend a high cost of promotion to get the attention of Chinese consumers; second, ASOS, although selling 65,000 brands, But in the brand structure lacks the consumer well-known and the recognition brand (the key is its only on-line thousands of brands); third, Asos may not be able to adapt to the domestic electricity market fierce price war, especially double one such festival, very challenging operation ability; four, ASOS is facing the competition of Chinese local electric dealer, yoho! There are goods, catwalk nets, Fank and so on are their potential competitors.

Although the rumor is not true, but it is not difficult to speculate, once the cooperation, ASOS will be able to borrow power yoho! the trend of the media advantage, rapidly expand in the field of popularity. Yoho! have goods is the trend of the domestic power distributor, subordinate to the yoho! Trend Group, brings together the "yoho! trend," "yoho! GIRL ", yoho! E-Power Flow media matrix. And for the same positioning in the urban trend of the fast fashion style of asos,yoho! media channels, not only can help its smooth realization of accurate exposure, but also as its long-term merchandise sales channel choice. And if only rely on the relevant media to promote their own, to achieve the same level of coverage, is bound to fall into the "80% of the promotion of investment are wasted" cycle.

In the brand structure, it is reported that Asos only 2000 products on the line in China, and the first test of water products are ASOS own brand, this reflects the Asos of local consumer preferences and taste lack of certainty.

Yoho! has the goods as the industry's few profitable electric dealers, set up a professional buyer of the "brand Committee" collective decision-making, the group selection of procurement based on the yoho! has a large sales preference database (as of mid-December, yoho! consumer users have reached 1.3 million, the annual repeat purchase rate of nearly 54%).

Undeniably, the development of the electric business has entered the era of large data, Asos as a "foreign monk" to be able to adapt to the pace of the Chinese market as soon as possible, to make sound decision-making, also need sufficient data support. For yoho! goods, at the level of cooperation to consider more is to expand and introduce more foreign tide licensing, and further balanced the optimization of brand structure, and clearly the two sides did not agree on common development routes and resources mutually beneficial.

Industry analysts believe that yoho! have goods and ASOS business objectives similar to the grasp of the fashion style tipping point is about to switch the trend of focus on young people, the brand in E-commerce platform is also very consistent. However, Yoho! has a more advanced business model, that is, "Media + Electronic Business" of the operating framework, its trend magazine, media community and app trend applications, can help it to improve the ability to set up customers. And Asos into China, Yoho! has the goods must be its biggest competitor. It is understood that in order to further occupy the initiative of the supply chain, the layout of Chao licensing projects to promote cash flow, yoho! have goods or want to take the initiative, in the profitability is still better, for a new round of financing, expand the level of cash flow, to win a greater market share.