British Brands Come To China To Explore New Markets And Choose E-Commerce Channels

At the end of October, a luxury luxury consumer website in China released the TOPSHOP discount news of the British brand, which made consumers suddenly realize that the big brand of the brand has entered the Chinese mainland market.

It is when people are searching for "TOPSHOP where there is a store" in Baidu.

But it is a little disappointing. At present, there is only one website which is a regular sales channel.

The British brand "big coffee" has come.

In the eyes of Chinese consumers, TOPSHOP has always been a mystery.

Everyone who goes to study or travel in the UK should praise the brand. Even the tour group will arrange a special item for "TOPSHOP Shopping Tour". The fashion website is drying out some British supermodels, such as Kate Moss.

The photos taken by the street, the number of sellers who sell their products on Taobao is numerous, but the price is quite different.

What is even more puzzling is that the news of TOPSHOP's entry into mainland China has been handed down for seven or eight years. It has guerrilla stores in Shenzhen, and has entered two or three Beijing buyers' stores, but these people really do not feel thirsty.

Such a brand that most people have heard and never seen has aroused interest among many young Chinese consumers.

In fact, as the most successful and fashionable fashion brand that Chinese fashion lovers eagerly look forward to, the TOPSHOP has landed in China at the end of September. Compared with the big brands such as H&M, ZARA and so on, TOPSHOP can be seen quietly, which has an inevitable connection with the development mode of Chinese market.

For the first time officially entering the Chinese mainland market, TOPSHOP did not choose to open physical stores directly in gold lots, but chose to take e-commerce channels and online retailers in China.

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This move has left many people unable to understand.

After all, the high street brand founded in London, England in 1964, has created the business miracle of fast fashion brands.

TOPSHOP belongs to the Arcadia, the largest clothing retailer in the UK. Currently, there are more than 300 branches in the UK, with more than 440 shops worldwide.

It has opened flagship stores in the world's most important fashion streets, such as Oxford street in England and Fifth Avenue in New York.

In the Oxford street, the TOPSHOP store occupies more than 8000 square meters of space, which is rare for single brands.

With the help of the third party, it is the general trend.

I wonder if TOPSHOP's entry into the mainland market is particularly low-key and prudent.

It is reported that the brands of mus, such as Semir and other brands all wanted to obtain the Chinese agency power of the brand, but failed to do so.

At the same time, Tmall, Jingdong and other online platforms with greater influence also failed to win the favor of the brand.

Only about 2000000 people with registered users have come to the fore. The director has said that TOPSHOP cares not only about the volume of traffic and the number of users, but also whether the website has a professional buyer team and the ability to cultivate brands in the Chinese market.

Philip Green, head of the Arcadia group, said: "we need to expand business globally. The power of China's Internet will take us forward and sell our products to the most dynamic consumer market in the world.

TOPSHOP in China, we need to choose an e-commerce channel with good brand building and management capabilities and clear market strategy.

Philip Green is no stranger to entering the new market with the help of the online retail platform. In May of this year, he bought the 25% stake in Mysale.com, an Australian Fashion flashlight supplier, and reached a sales agreement with it to sell the clothing and household inventory products of Arcadia's high street fashion brand.

In fact, it has become a trend to enter the new market with the help of the third party platform or to take the third party network platform as the main sales channel.

Once, ZARA, GAP and Burberry brands chose to build their own marketing channels in China. However, as time went on, they joined the more mature Chinese e-commerce platform Tmall.

According to statistics, the number of Chinese online shopping users has reached 350 million, of which Tmall has over 100 million registered users.

In the first quarter of this year, Tmall's single quarter turnover was 135 billion yuan, an increase of 91% over the same period last year.

Such user base and purchasing power make it impossible to ignore these single handedly attacking Chinese brands.

Intensive farming for more data

There is no doubt that only intensive web sites can capture more effective user information.

The electricity supplier is not the only choice of international retailers, but is the best channel to understand the real consumption driving force and purchasing power of consumers.

Reporters in TOPSHOP China channel found that brand promises were renewed every week, and the rate of renewal of goods was synchronized with that of the UK.

Although there are only more than 500 products at present, there are very detailed pictures of each product, including front view, side view and upper body effect diagram.

In addition, with the help of the website platform, TOPSHOP can provide professional customers with services such as consultation, return and installment payment for Chinese consumers.

This can not be achieved in Taobao's "purchasing" channel.

Reporters then compared Taobao's purchase and the price of the website, and found that it was almost the same.

Most importantly, despite the third party sales, TOPSHOP still pays great attention to intensive farming.

Not only displays the sales product, but also demonstrates the modelling match.

First of all, the platform will match its own products, take photos together, and display them in the independent block "STYLE".

Secondly, in every product's inner page, the brand is attached to the street photos taken by celebrities wearing similar products, which provides consumers with more suggestions for dress matching.

In addition, in order to cater for the aesthetic taste of local consumers, the brand specially invited the Chinese civilian fashion bloggers "choking the chili peppers" to launch several key products.

Finally, for some costumes from European and American stars, add a certain star in the product name to increase the search volume.

It can be said that this series of actions shows that TOPSHOP is very good at Internet marketing, and firmly grasps the focus and consumer psychology of Chinese consumers, especially young consumers.

Malone, director of the retail industry at the British investment and Trade Department of the British Embassy in China, said: "the choice of British brands to enter the Chinese electricity market is their big data.

Through click rate, businesses can collect a lot of useful user information.

Through the analysis of big data, the brand can rationally determine the location of the physical store, so as to improve the success rate.