H&M Lay Down His Body And Start Cooperation With Tmall

According to the world clothing shoes and hats net, recently, Sweden

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And the same name home brand H&M HOME announced its entry into Tmall.com Tmall, becoming the last four Tmall fashion brands to join Tmall.

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Reporters landed at Tmall flagship store and found that H&M fans have reached 1 million 240 thousand.

GAP flagship store fans are 5 million 323 thousand, ZARA and universum flagship store fans are tens of millions of fans, 12 million 546 thousand and 12 million 543 thousand respectively.

Cheng Weixiong, general manager of Shanghai Liang Qi brand, told reporters that it is difficult to accumulate traffic on the platform alone. It is a more sensible choice to converge to the "big river" of traffic.

Although H&M is stationed in Tmall later, its user base is strong enough, including its own platform, which has accumulated a lot of traffic. It is not too late to enter Tmall.

In 2017, H&M experienced sales data and low price.

Public information shows that as of November 30, 2017, H&M earned $2 billion 50 million in the full fiscal year, down 13% from the same period last year.

Tax sales rose 4% to $29 billion 570 million, lower than group expectations.

After the release of the earnings report, H&M shares fell 8%, the lowest in 9 years.

H&M revealed that in 2018 it will slow down the pace of opening stores. It is expected to increase 390 outlets (last year the figure was 479), and expand the business of e-commerce as the focus of the work.

Data show that as of the end of November fiscal year 2017, H&M online channel revenue accounted for 12.5% to 29 billion krona, operating profit accounted for 22%.

The group also announced the growth plan of the electricity business. It is estimated that the composite growth rate of the online business will be about 20% in 2019-2022 years. The online revenue will reach about 75 billion kronor in five years. In the current fiscal year, the group's online revenue will grow at least 25%.

In addition, H&M is also trying to drive growth through discount stores.

Earlier, it was reported that H&M decided to open a special discount store Afound. The offline store will be opened in Stockholm, Sweden, in 2018. The online shopping mall will also be synchronized.

According to its official introduction, Afound is a sales outlets specializing in the sale of discount clothing and household goods.

In addition to selling self owned brands including H&M, including COS and Cheap Monday, some external brands may also be introduced.

According to Euromonitor, a market research firm, between 2012 and 2017, the global discount commodity market grew by more than 30%, becoming a blue ocean market worth 62 billion US dollars, and the Asia Pacific region's growth rate reached 141%, with great potential.

ZARA has also launched its own discount commodity platform lefties, and eventually converted it into a flagship parity suite.

It is worth noting that in addition to H&M, other fast fashion brands are also having a hard time.

Public information shows that in February last year, ZARA closed the biggest flagship store in China. In July, H&M abandoned the goal of adding 10% to 15% new stores in China every year. Meanwhile, Xidan's Joy City store also ushered in the fate of the shops. In December, Forever21 closed one store in Tianjin and Hangzhou, and the first store in Beijing's APM was also unable to escape the fate of closure.

In addition, C&A also closed the first flagship store in Chunxi Road, Chengdu.

The fast fashion brand's frequent closes and stores slow down, is the rise of domestic brands.

In the domestic fast fashion brands, hot air and MJStyle were the leading brands of 160 brands and 101 companies in 2016.

By 2017, MJStyle had expanded its 200 stores faster than H&M, UNIQLO, ZARA and other international brands, occupying a certain market share.

Cheng Weixiong said that the real fast fashion brand should closely follow the fashion style and follow the fashion trend. In terms of annual and daily product updates, it must be fast enough. In this respect, only ZARA can be regarded as a fast fashion brand, while other brands have been trapped in the bottleneck of product homogenization.

"The brand attributes of fast fashion are only one aspect of consumers' choice, and only rely on brand effect to support development."

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