France'S Largest Clothing Business Enters China To Play The Two Banner

Despite the British Fashion

ASOS's exit from China is another example. Another international clothing business is entering China.

Recently, France's largest clothing business LaRedoute announced its cooperation with China's provider of e-commerce solutions, Azoya, to enter the Chinese market.

Founded in 1837, La Redoute, formerly a mail order company, has become a famous clothing supplier in France.

Its e-commerce sales platform covers more than 120 countries, becoming the third largest in the world in 1994.

And a member of the retail giant PPR (Pinault-Printemps-Redoute, later renamed Kai Yun group).

La Redoute main clothing and furniture, including Guess, Kaporal and Tommy Hilfiger and other well-known brands, its parity fashion positioning is very popular in the market.

Data monitoring company M e diam e trie ranked the electricity supplier enterprises according to the monthly independent visit in France, and La Redoute ranked seventh in the country in terms of monthly traffic volume of 5 million 746 thousand.

Cdiscount and other international and domestic comprehensive electricity suppliers ranked first in the clothing business.

International business has accounted for 1/4 of La Redoute's total turnover, while China is the first country in which LaRedoute has entered Asia.

"We have a total of seven overseas subsidiaries -- Britain, Belgium, Switzerland, Russia, Spain, Portugal, Sweden / Norway, as well as two markets -- Poland and Italy, which are directly operated by our headquarters," said Vanessa Xing, general manager of commercial development at La Redoute.

At the same time, we are gradually developing websites and sales business in the global e-commerce platform, and China is a very important growth point. "

"We want to find the right partners, and it needs to be familiar with the new market in China, including the culture and consumption habits of China," said Saida Gallouj, head of the La Redoute development department, in collaboration with Azoya.

With the help of this military adviser, La Redoute has selected product lines suitable for Chinese consumers and established micro-blog and WeChat public platform.

The entry of this La Redoute is marked by two big names: "French fashion" and "easy to get".

But in today's China, the four words "French fashion" are no longer enough for consumers to give generously.

In the field of light fashion, there are too many inexpensive choices on the domestic e-commerce platform, and the international brands ZARA and H&M have long established their foothold in China.

ASOS, which withdrew from China's local market in April, is a warning.

The British fashion business company, the same fashion player, left the market after losing 8 million 600 thousand euros (about 63 million 780 thousand and 200 yuan) in 3 years.

The La Redoute Chinese website will have more than ten thousand products on sale at the same time as the French official website. Alipay and UnionPay can achieve cross-border payment.

The world's 89 euros (660.05 yuan) postage looks tempting, but the 7-14 working days of direct mail mean that it may need to pay other costs to compensate for the patience of consumers.