The development of ASOS in China has not copied the British platform model

Absrtact: October 12 News, in the British fashion website Asos into China nearly a year point, billion power network to contact ASOS China General manager Jindani, he said Asos in China's development did not copy the British platform model, but in reference to the experience and localization of the headquarters

October 12 News, in the British fashion web site Asos into China nearly a year point, billion power network to contact ASOS China General manager Jindani, he said Asos in China's development did not copy the British platform model, but in the reference to the headquarters experience and localization to find a balance between the point, To adapt localization decisions to the Chinese market.

Billion power network learned that Asos was formally established in June 2000, the initial business model is to sell movie stars online imitation of clothing, and in the shortest possible time to buy the hands of consumers. This business model quickly conquered the 18-34-year-old group, ASOS the first year of profits and quickly landed on the London Stock Exchange alternative Trading market, and then developed into the UK's largest fashion dealer's website, which currently has half of its own brand sales.

Asos began the global route as early as 2010, with most of its own-brand goods coming from Europe and being delivered to more than 240 countries and regions for free. Jindani said that Asos in China's channel model is unique in the world, other countries have only independent stations, and in China in addition to independent stations there is a cat flagship store. Billion power network from the ASOS cat flagship store found that its product prices and presentation of the main station is not exactly the same, but promotional activities and the main station to maintain the same.

Figure: The History of Asos

Figure: According to the financial data of the calendar year provided by Asos

In this respect, Jindani told billion Power network, their own in the United Kingdom Asos six years, deeply feel that China's electricity business is a highly competitive market, so ASOS in China's development will be more local conditions, in China to increase the number of days in the Cat channel is also made in this context of decision-making.

While China's electricity quotient is more competitive than the UK, Jindani says ASOS's focus on rivals is far less focused on consumers than on consumers ' buying behavior and on social media. "ASOS special attention to customers, because once not valued, we released fashion will be disconnected from the real demand." We will do a wide range of consumer demand surveys and even focus on consumer sentiment in the telephone hotline. ”

Billion power network observed that ASOS official home page of the price of a single product is more than 340 yuan, this customer price for Chinese young people is high? Jindani revealed that Asos in China, the average customer price between 220 to 270, the price for the more than 20-year-old Chinese young people may be slightly higher, but the Chinese market and the United Kingdom, more than 30-year-old consumers are still very attention to fashion and wear, this part of the user is exactly in line with ASOS positioning.

Figure: Asos active users, data cut-off date is August 31, 2013

In addition, Jindani told billion power network, formal because Asos attaches great importance to the consumer terminal data and feelings, so Asos choose in many countries including China's own channels, and not like other brands looking for intermediary agents. "The more localized the ASOS in China, the better the local team has the right to make the decision to adapt to localization, while maintaining communication with UK headquarters." ”

Asos how to enlarge in the Chinese market? In the following year, Jindani revealed that Asos would have a big change of three points. One is to shorten the supply chain, so that the fashion goods in London as soon as possible to the hands of Chinese consumers; second, strengthen the technical force at the mobile end. Third, more comprehensive collection of consumer data, mining the deep demand of consumers.

Photo: Asos official website screenshot

Billion power network from the Asos of China's official website to understand that Asos support Alipay and goods to pay, and in China set up a warehousing support within 48 hours door-to-door, but also the establishment of localized customer service center for consumers to provide services. In addition, ASOS in China has maintained a focus on "discovery content" style, to provide users with video catwalk, electronic magazines and other fashion materials.