HM Electric Business Platform in the year on-line fast fashion brand distribution network shopping market

Absrtact: Zara Autumn and winter into the cat, HM Electric Business Platform in the year on-line fast fashion brand distribution network shopping market. Several major international fast fashion brands in the Chinese market has moved from the online shop competition to the online. After the gap, excellent Uniqlo, such as in the days after the cat, Zara parent company I

Zara Autumn and winter in the days of the cat, H&m electric business platform in the year online fast fashion brand distribution network shopping market.

Several major international fast fashion brands in the Chinese market has moved from the online shop competition to the online. After the gap, excellent Uniqlo, such as into the cat, Zara parent company Inditex Group recently revealed in the earnings, will be settled in the autumn and winter cats. Earlier, h&m Greater China in the South Daily News reporter interviewed also revealed that H&m will be launched in China E-commerce business in the year.

For international fast fashion brands have opened online shop and stationed in the line of two or three-line cities go hand in hand with practice, there are concerns in the industry, will further rob the food market, squeeze the domestic clothing brand and even Amoy brand survival space, but also some people think that the Chinese apparel enterprises in the electric business operation brought new inspiration.

Zara to open cat flagship store

In last year's "Double 11" day, Uniqlo Cat flagship store's daily sales breakthrough 120 million yuan, so impressive performance has sparked concern in the industry, similar brands have taken follow-up strategies.

Not long ago, Magnus Olsson, general manager of H&m Greater China, Singapore and Malaysia, said in an interview with the Nanfang Daily that H&m was working on a series of "sensible" long-term investment plans. Later this year, for example, H&m will launch an E-commerce business in China aimed at boosting the performance of the Chinese market. Another fast fashion giant Zara will also be stationed in the day Cat Mall, expanding the online business platform and service radius.

The first disclosure of this information is Zara parent company Inditex Group recently released the 2014 financial year Q1 earnings. The results said Zara confirmed it would be in the autumn and winter, and will also open an official shopping site in South Korea and Mexico in September.

It is understood that Zara has opened an online sales official website in 25 countries, including 21 European countries and the United States, Canada, Japan, China, the new Korean and Mexican official website will help Zara cover more market areas. In addition, the upcoming Zara flagship store will also be able to expand China's online business market.

The reporter learned that, at the beginning of September 2012, Zara opened online mall zara.cn in China. Zara's online store's goods and physical stores are basically synchronized and new, and the price will stay the same. In addition, users can choose to deliver home or send to the nearby Zara store for two ways to pick up the goods.

As for the Cat flagship store will also adopt a similar mode of operation, Zara did not disclose too much information. Nanfang Daily reporter to Inditex China Company's relevant responsible person sent to the relevant interview questions, as of press, has not received the relevant reply.

Fast fashion attacking electric dealer market recount

Magnus Olsson recently revealed that h&m in China's electric business platform will be online during the year. When the reporter asked H&m in China's electric dealer layout will also refer to excellent Uniqlo and other brands, in the day the cat opened the flagship store problem, Magnus Olsson said: "The sky Cat is like an online shopping market, a portal." This model is also common in the United States and Europe. It is important for us to focus on the way we offer ourselves, how we can keep in touch with our customers, and to provide customers with what they want, even beyond their expectations. ”

It further revealed that "we want to release more details after we have identified all the plans." But on the whole, the product is the same online. ”

The distribution of h&m in electric business is a trend of globalization. H&m Public relations responsible person to media reporter said, H&m has already launched the network sale business in 10 countries, recently, the French market has just launched the network sale business, the enterprise plans in the second half of this year to the end period, will extend this business to Italy, Spain. "We want to cover all markets in the future." ”

Uniqlo in China's electric dealer layout has a certain leading edge, in addition to their own official website, but also opened a flagship store in the days of the cat. Fast Sales group Global senior executive vice president, Uniqlo Uniqlo Greater China CEO penning revealed that the "double 11" on the same day, Uniqlo official network flagship store's daily sales breakthrough 120 million yuan, a total of more than million goods sold, year-on-year growth of more than 500%. This data fully demonstrates the correctness of the layout of Uniqlo's business. It is reported that the current online sales accounted for Uniqlo China's overall sales of about 6%.

"We will not rule out the development of our own electronic business platform in the future," it added. We hope that in the future online sales will account for 20%-30% of total sales, we are also exploring the new model O2O, hoping to bring more services to consumers. ”

Reporter Landing Uniqlo's official flagship store found that the store increased the virtual fitting between the module, so that consumers can choose the choice of clothing fitting, "30 anniversary Thanksgiving Week" related promotional activities are also in progress.

The gap strategy is more radical. According to media reports, Gap executives announced that gap is actively promoting the "NET Booking shop" (Reserve Online,pickup in store) project, is expected to be completed in all stores before the end of this summer. At the same time, the gap is testing to allow consumers to "shop online" (on-line stores for online bookings). These show that gap in the push line under the O2O integration to make greater action.

According to sources, Gap plans to extend the "net-booking" to all its 1600 stores before the end of the two quarter. Up to now, Gap's "net Order Shop" has produced a total of 500,000 orders, compared with the pure line or under the line, "net Order Shop" has a larger turnover. As the effect is good, gap plans to highlight the "subscribe" button on the website's product page.

The gap is also testing the "store-shopping" measures that allow consumers to shop online to buy on the Internet, and the advantage is that when a store is out of stock, it can be bought online via a store and the gap is able to send the goods to the most convenient address of the consumer. "Store online shopping" can avoid consumer disappointment and return, enhance user loyalty.

It is unclear whether the two O2O initiatives, "net-booking" and "shop-shopping", are being implemented in China, which currently has its own official website and the flagship store in the Chinese market. Reporters logged on to its official website found that the low to 70 percent of the summer special promotional activities are underway.

Squeeze the living space of Chinese clothing enterprise?

For the fast fashion brand in the Chinese market through the online shop and into the two or three line of the line of the city lines go hand in hand, there are concerns in the industry, will further grab the food market, squeeze the Chinese local clothing brands and even Amoy brand survival space. Indeed, in China's apparel enterprises have been encountering high inventory and closing trouble, fast fashion brand with its supply chain advantages and high cost performance to rob a lot of market share.

However, the industry believes that, as fast fashion to the Chinese clothing brand inspired by the same, its electronic business operations in the exploration of the Chinese apparel enterprises will bring new insights into the operation of the electric business.