The British fashion electric dealer Asos into China or inject capital yoho! have goods

"Billion Power network News" March 7, according to sources, the British popular fast fashion retail electric Asos is working with a domestic electric dealer, plans to jointly explore the Chinese market. The local partner is likely to be the yoho! of an electric dealer who is expanding into the market, the source said. Although discussions between the two sides are at an early stage, there has been no further disclosure of specific forms of cooperation, but it is most likely to be carried out at a capital level.

Yoho! Have the goods official website

According to billion power network to understand that the international market has been Asos's income focus. According to the data, international sales accounted for 33% of total sales in the fourth quarter of 2012 Asos. Although as early as 2011, ASOS China as the fifth largest international strategic market, but has not yet entered China directly, only in the form of global mail to face Chinese users, in the promotion is only the use of small-scale SEM. Limited by the pressure of cross-border distribution, ASOS International distribution user experience is not good, the cost is relatively high, there is a certain degree of difficulty in brand promotion.

Earlier, there have been many signs, including a high-profile hiring of Chinese managers at the end of last year to show their plans to enter the Chinese market, Asos.

"The domestic clothing culture and the electric quotient environment and the British existence certain difference, therefore in the local partner's choice Asos must be very cautious: not only can help Asos to expand the popularity rapidly, moreover must assist Asos to construct a complete supply chain system for the Chinese market, from the supply, the manufacture, the transportation, Retail to the customer's various links to provide a process-efficient management system. said the person.

In order to judge the current domestic electric business form, highly aggregated platform-type consumer mall become the mainstream market, but all-inclusive comprehensive mall difficult to provide personalized experience and demand;

Sources pointed out that the Asos selected Yoho!, in this previously not high-profile vertical Business-to-consumer has a more abundant media genes, and more professional. Billion power network to understand that yoho! has goods from the fashion magazine transformation of electricity, its platform brings together the mainland, Hong Kong, Japan, Europe and the United States and other forefront of the trend of the brand. In addition, Yoho! also has a trend guide magazine "yoho! Trend" and yoho.cn trend community, its "only serve the trend of the crowd, if not belong to this crowd, do not do" positioning and philosophy, with the Asos fit.

Billion power network in connection with the matter to yoho!, the other side did not give a clear answer. However, a series of actions from the past stage can be seen the arrival of the adjustment period.

In particular, yoho! "GIRL" channel in March this year officially online, with from Beijing, Nanjing, Hong Kong, Tokyo International team to create the "yoho! Girls Zhi" synchronized launch, officially to the Chao female market attack, a comprehensive coverage of the trend group. This eliminates the ASOS in China to popularize the concept of "Chao women" step, can more smoothly let consumers accept the concept of clothing and culture.

It is clear that more and more overseas retail giants are beginning to have a favorable impression on China's electricity market. 2012, including Macy's, the Italian fashion brand retail giant Yoox, the UK's famous luxury website Net-a-porter, the United States high-end chain stores Niman Margo, and so on, have launched action, through cooperation with the domestic electricity dealers or injection of capital via to the Chinese market.

Analysts pointed out that yoho! with overseas retailers, not only can introduce a very popular international self-owned brand, but also through its establishment of supply chain information sharing, reduce the cost of supply chain, enhance the visibility and influence of enterprises in the world. If the capital level of cooperation can be established, it can make the stability of the capital chain more assured.