H&M Insists On Choosing A Self Built E-Commerce Platform. How Is It Going Now?

Online stores have covered 35 markets.

According to the world clothing and shoe net, since the launch of the online store in 2014,

Sales growth in electricity suppliers far exceeded expectations, especially in the Chinese market.

Magnus Olsson, general manager of H&M Greater China, said earlier: "more people are willing to shop online, whether in physical shops or H&M online stores, we have seen Chinese consumers for H&M and

Enthusiasm. "

However,

Unlike other fast fashion brands such as UNIQLO, GU, GAP, FOREVER 21, C&A, TOPSHOP and SPAO, H&M is not currently stationed in any electronic business platform, but is developing online businesses through its own website hm.com.

According to the world clothing and shoe net, in 2016, H&M launched 11 online H&M stores in Japan, Greece, Canada and South Korea respectively.

(others include Ireland, Croatia, Slovenia, Estonia, Latvia, Lithuania, Luxemburg and other countries).

In the 2016 fiscal year, H&M group opened 4351 stores in 64 global markets, and opened 35 online stores in 35 of them.

Self built e-commerce platform, both advantages and disadvantages

Self built online store enables the brand side to have a higher degree of freedom in user interface and content design, and also helps H&M maintain a unified and clear international image. At the same time, it will also be more rapid in acquiring relevant data, and the trend of analysis will be more rapid and agile.

But there are advantages and disadvantages. The practice of relying on self built channels to develop electricity providers is considered "too conservative" by the industry.

Earlier, Tmall apparel Liu Xiuyun has revealed that 90% of the world's fast fashion brands have entered Tmall's flagship store.

And now most of the fast fashion brands are basically laying a number of e-commerce sales platform.

Cooperation with e-commerce platform without "traffic capacity" will naturally affect brand communication.

In this regard, Magnus Olsson believes that multi-channel development is one of the future trends of the fast fashion industry. "Compared with other countries, Chinese consumers are very advanced in terms of payment, communication and interaction," but at present, H&M hopes to form a multi-channel sales platform through self built platform and physical store.

It is expected to open Hong Kong, Macao and Taiwan this year.

H&M group recently released its first quarter results in February 28th as of 2017.

The report shows that H&M group has more than 4400 branches in 65 global markets.

The H&M group plans to expand the Internet market to six new regions, including Turkey, Taiwan, Hongkong, Macao, Singapore and Malaysia this year.

At the same time, the brand new brand Arket was launched in 2017 to drive sales. (for details, please see: H&M announces the launch of a new brand Arket and set up a coffee shop) H&M group has high hopes for ARKET, because at the same time, the brand will launch online stores in 18 European countries at the same time.

More interesting reports, please pay attention to the world clothing shoes and hats net.