TOM TAILOR "Corner Overtaking" Chinese Market Thrived?

In the background of ZARA and H&M's leading international fast fashion brand to grab luxury sales, another European fast fashion brand TOM TAILOR has also officially launched the Chinese market in the near future.

Recently, the first Chinese flagship store, TOM TAILOR from Germany, is located in Shanghai Hongqiao Tiandi shopping center.

Although most Chinese consumer groups are quite unfamiliar with the brand, the brand has been playing a difficult role in the European market with ZARA. The two products are quite similar in terms of product pricing to store display.

It is worth noting that TOM TAILOR has entered China with its own investment partner, Fosun Group, and hopes to expand its business in China through a high proportion of franchisees.

"China is faced with a comprehensive upgrade of the middle class lifestyle, a rich product line, rapid response to the trend and cost-effective is a coherent strategy for the brand," said Dieter Holzer, chief executive of TOM TAILORGROUP, in an exclusive interview with the twenty-first Century economic news reporter.

The company is confident not only in the second tier market, but also in the three or four line market.

TOM TAILOR has placed a very important position in the development of China's alliances with its Chinese partners.

Among them, the Fosun Group as an investor has contributed its own resources.

"Fosun Group has a strong real estate team, in the shop location has given a lot of help.

At the same time, its management team will also do some business discussions and decisions.

Dieter Holzer indicates.

In addition, TOM TAILOR will also expand its online and offline businesses in the future.

Up to now, Parkson has reached a strategic cooperation agreement with the offline department store. It is expected to open several entity stores by the end of this year.

In 2016, it will jointly develop with Parkson, Ginza, Yintai and more than 20 provincial distributors, and open offline stores in Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou and Nanjing.

At the same time, TOM TAILOR will also visit the famous online platform in China, and cooperate with Jingdong, Tmall, Amazon and other China's most important e-commerce enterprises, facing the huge.

Achieve product sales.

"In about two years, the group will introduce TOM TAILOR into China, which is launched in the world.

Cooperate. "

Dieter Holzer revealed.

Compared with the ZARA and H&M, TOM TAILOR, which is healthy and strong, it has been late for China to enter China. How to achieve "bend overtaking" is very important.

In this regard, Dieter Holzer bluntly, the brand realizes retail and wholesale business through its own brand stores and partners.

By the end of this year, it will be a self run shop and some ten shops.

The company is also actively seeking to expand these markets with partners in China's domestic market, with a specific ratio of 37 of self owned stores and distributors.

"Every entry market has its own uniqueness. We will not be afraid of competition. After opening the first store in Shanghai, we can understand the changes of fast fashion market in China, and then continue to follow up the new store plan according to the changes."

Dieter Holzer told reporters.

More Than This,

The difference between several large fast fashion brands lies in brand design and marketing mode.

Compared to H&M and UNIQLO, the TOM TAILOR group has made clear that there is no plan to launch cross-border cooperation in China.

The reporter found that the product style of the brand also tends to face the basic funds of the public rather than the fashion design section of the brand mentioned above.

Reporters learned that the TOM TAILOR group, founded in Hamburg, Germany in 1962, has two major brands of TOM TAILOR and BONITA, and is committed to providing consumers with medium priced fashion costumes and accessories.

In the 2014 fiscal year, the sales volume of TOM TAILOR group reached 932 million 100 thousand euros, of which BONITA brand accounted for 324 million 900 thousand euros.

By the end of September this year, the brand has opened 437 self operated brand stores, 197 franchised stores and 2903 general merchandise stores in 35 countries, and has sold in about 9500 multi brand stores.