Asos Chinese version of the official online, and yoho! have the goods to integrate domestic tide brand supply chain

December 24 News, the English trend shopping website Asos Chinese version has been in the early morning of November 3, 2013 online. And there is news that Asos or with the domestic biggest trend mall yoho! have goods cooperation, integration of domestic tide brand supply chain.

At present, Asos Chinese version of more than 2000 products online, compared to its global web site more than 60,000 brands is insignificant. In contrast to the ASOS in other countries, ASOS's positioning strategy in the Chinese market will highlight the localization features.

Asos will adopt a more localized approach to the Chinese market than the local language sites in other countries. Asos has opted to use the Hybris business suit to carry out e-commerce business in China and set up its own logistics and warehousing center.

Analysts pointed out that the ASOS in China does not take the commodity structure "many but full" route, reflects its cautious attitude towards the Chinese market. Although Asos grasps many international tide brand supply chain, and has the very popular independent brand, but these brands in the Chinese market cognition and the supply chain is very difficult in the short time achieves with the British local synchronization.

With Zozotown, Macquarie and other overseas fashion dealers to defeat China's precedent, Asos may try to from the brand, but also to achieve localization strategy, which requires ASOS must be enough understanding of Chinese consumers.

According to the yoho! available data, the current domestic consumer brand concept is mainly concentrated in three categories: international well-known brands, such as Nike, Adidas, Vans, Stussy, undefeated, and so on, the star of the creation of the tide card, such as Edison Chen's clot, May days of Stayreal, Zhou Chang begins, such as the original designer Chao licensing, such as Kravitz, silver Scales Hall, brain + cloth, blackheads and so on. The supply chain of the two types of brands is not Asos's strength.

If Asos only launched 2000 of the balance of goods, the hope that a streamlined commodity structure to achieve a higher transformation, the need to truly achieve the Chinese consumer recognition of the "select", that is, like KFC and McDonald's to launch the same local taste of the rice package. and Asos to achieve the star Tide brand and original designer Tide brand control, through with the yoho! of goods and cooperation is the most convenient way.

According to sources, ASOS and yoho! have been in frequent contact since last year, and there are rumours that yoho! is preparing for a new round of financing, perhaps through the capital level to achieve cooperation. If the two join hands, there may be a customer, Amoy brand, such as impact, or will be reconstructed domestic apparel electric business pattern.