British fast fashion into China bullish big data

When H&m, ZARA, Uniqlo quickly open shop in the country, the UK's fast fashion brand has chosen another way to enter China: With the electric business to open shop. September 26, Topshop stationed in the Shang product network, N E W LO O K will soon enter the day cat. The British government has issued an export-electric-commerce plan that will push more British brands into China via the electric platform, says Malone, head of retail industry at the UK's embassy in Beijing.

Watch the big data of the electric dealer

In a recent China-UK Trade Forum held in Guangzhou, the British Embassy in Beijing, UK investment and trade, director of retail industry, Malone revealed that t o PSH o p and n EW LO o k to enter the Chinese market.

It is understood that as the global High street fashion founder of the T Opsh OP, in the United Kingdom has 300 stores, in the world 37 countries have more than 500 stores. N EW look as one of the British fashion retail giants, currently in the United Kingdom also has more than 500 chain stores.

These two brands into China, invariably chose the electric business channel. According to Malone introduced, T o PSH o p in the National Day before the official online line, it invited more than 100 brands to enter the Chinese market. Then, the N EW LO O K will be settled into the day cat. Prior to that, the British retail brand had long cooperated with domestic electric dealers, such as Martha's department store, while the Cat and Jingdong (25.66,-0.74,-2.80%) opened the shop.

The British brand chose to enter China with "big data", says Malone. "Through the click-through rate, businesses can collect a lot of useful user information, such as the buyer is Guangzhou, or Changsha?" Which area is the most popular? How about the ability to buy? "Malone said that through the collection and analysis of large data, we can know the source of the main customers, so as to determine the location of the physical store, such as Guangzhou, the largest purchase, then open a shop in Guangzhou.

Liu Huiming, president of the UK-China Trade association, said the UK's investors have a common feature: they are very cautious about entering China. "They have to go through a series of market research and analysis before they can spread their stores in large areas." They feel they have learned a certain level of the market before they go down. ”

UK retail companies to increase cooperation with Chinese power suppliers

According to Malone, the British government is carrying out a policy of promoting the export of electricity. "There are 200,000 companies in the UK that have not yet entered China, and we hope to bring the UK companies into China through the electricity business platform." He said that China is Britain's largest overseas market, and the British government is bullish on the huge market. "We are working with a lot of Chinese electric dealers. For example, the cat, walk Xiu NET, only product will (189.45,-2.72,-1.42%), Shang, Jing Dong, etc. Liu Huiming said that the British electricity market, per capita, consumption is the world's largest, the British fully perceive the potential of the market, but also know how to operate.

In addition, the domestic large-scale, well-developed electric power, its existing resources are also favored by the British retail enterprises. According to Malone, a successful British electric platform, they have their own website in China, but also choose to work with the cat. "This is because the sky cat in China's market share is too big." In order to succeed in the Chinese market, British electricity dealers must choose this way to enter China. "The Chinese market is more complex, we work with the cat to make use of its original infrastructure framework, and many of our food sales are done in the sky cat," said Olas LEW, director of Business Development at Department of Commerce in Asia. ”

Chuleu, chairman of the business organization Huang Wenjie that the British retail brand to choose the first net to open the entity shop this way, in fact, the use of large data to do market research, theoretically, but the effect has yet to be tested. He said that on the one hand, the consumer groups of online shop is not equal to the whole society's consumer groups, so the survey results may not be accurate. On the other hand, the choice of the electric business platform also depends on its product positioning is consistent, if made the wrong choice, nor get the correct market feedback.

Reporter Ishaoxia