The Core Competitiveness Of Nils&Nbsp, Vinge:H&M Trinity

In the 09 year, H&M's first store in Beijing officially opened in Qianmen Street, and then its Xidan Joy City store opened up.

People who are catching up with fashion trends are talking about the topic of H&M, whether it has launched new cooperation with international famous designers, and whether it has set a new sales record to one of its stores.

After H&M just released the news, its supporters in Beijing began to expect enough to show their concern.

On the day of the opening of H&M Qianmen Street store and Xidan Joy City store, the store is full of hot scenes, which proves that H&M is by no means nominal. It will bring a new round of impact to Beijing's clothing retail market.

This session, H&M Nils Vinge, director of global investment relations, listens to the reasons why H&M has attracted a lot of attention.

As far as H&M is concerned, the concept of "Trinity" of fashion, quality and parity is our core competitiveness.

Site selection is due to cultural considerations.

Reporter: it is understood that H&M has entered China for some time.

In Shanghai, the sales performance of H&M stores is gratifying, and can even be sold to millions of dollars a day. Why do we enter the Beijing market now?

The development track of Nils Vinge:H&M is one step at a time.

Every year, H&M will open new businesses all over the world.

Reporter: H&M opened two stores in Beijing's Qianmen Street and Xidan Joy City, which is not common in the history of H&M's opening in China. Does this mean that H&M will shift the focus of the Chinese market to North China?

Nils Vinge: has witnessed the rise of China in recent years.

As an international metropolis, H&M has no reason to give up the Beijing market. There are no other reasons for opening two stores at this time, but the maturity of the Beijing market has prompted us to formulate the corresponding shop plan. "Beijing"

Reporter: How did the first store choose to open in Qianmen Street? Why not choose it in a more prosperous business district?

Nils Vinge:H&M is a company with a long history. The location of its stores should not only consider business factors.

China is an ancient civilization with a glorious history. Qianmen Street is also a landmark area of Beijing. It attracts us at the level of cultural heritage.

H&M's store in Qianmen Street does not mean that we have abandoned commercial considerations.

As far as I know, there are many people visiting the front gate every day. These are our customers. Therefore, the commercial prospect of Qianmen Street is not necessarily inferior to that of Xidan.

In site selection, H&M follows all areas with commercial potential, and we will consider them.

Fashion, quality and parity are core competitiveness.

Reporter: H&M, like ZARA and other brands, is internationally renowned.

Nils Vinge: is very important for brand differentiation. For H&M, the Trinity concept of fashion, quality and parity is our core competitiveness. H&M always believes that fashion is not related to price.

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For example, if consumers buy famous designer Matthew Williamson's brand clothing, the price will be very high. But after H&M collaborated with him, customers can buy clothes designed for H&M at a very affordable price, not only pursuing fashion, but also paying no high cost.

In other words, H&M will not abandon customers because of price factors.

In addition, H&M will never repeat the sales of last month's products next month, and its products will be updated very quickly.

Reporter: what is the target consumer level of H&M?

Nils Vinge:H&M is chasing the trend, but that does not mean that we are targeting young consumers.

Our clothing faces customers of all ages.

But one thing is that they all pursue fashion trends.

My father is more than 80 years old, but he can still buy his favorite clothes in the H&M store.

Characteristic marketing is a big selling point.

Reporter: it is understood that every time H&M opens stores in a region, it will sell limited or commemorative products for the store. How will this marketing mode be applied in the exclusive stores in Beijing?

Nils Vinge:H&M pays special attention to characteristics.

Previously, we also worked with famous female artist Madonna to sell her collection series. These special marketing modes have achieved good results, and H&M will continue to expand its efforts in this field.

Reporter: H&M has nearly 1800 stores in the world. Consumers in different regions have different requirements for brands. They can achieve the present scale, so that H&M has a very strong adaptability.

Is there any specific measure for H&M in Beijing market that will sign Chinese designers?

Nils Vinge:H&M can develop to the present scale, that is, insist on bringing fashion to every customer.

As Beijing's political and cultural center, consumers' demand for commodities will definitely be different. We do not rule out cooperation with Chinese stars and designers.