H&M Nuggets In China Market

The leader of this team includes H&M from Sweden. H&M the number of stores in China will increase three times in the 3 years from this year. meanwhile H&M China will be the largest market for its companies in 2012. Today, we will focus on HM, a Swedish clothing company.

With tens of dollars, you can buy the latest popular elements in the world. Clothes & Accessories This is the temptation of H&M, an international fast fashion brand. Only a few reporters interviewed randomly, they all showed keen interest in fast fashion.

Citizen: it is more fashionable, and then it is not particularly prominent, and ordinary life is also more common and comfortable.

Citizen: I prefer it. It's still fashionable, and the style of renewal is fast.

Citizen: I think the price compares favorably with other shopping malls. It is more suitable for us who are newly married after 80 or 90, because our monthly wages are not very high, so their price is quite suitable for us, and it can still afford it.

"First-class design, second class quality, three price" is the business experience of H&M, the second largest clothing retailer in the world. And the cheap strategy is the key. Consumers can buy less than half or even 1/10 of the price in the H&M store to buy similar international style clothing such as Giorgio Armani. Within 3 weeks to 1 months, the "new product" was allocated to the discount area. Zheng Ruisheng, director of Hongkong's business management group, believes that even with ZARA as a fast fashion brand, HM has more price advantages.

　　 Zheng Lei Sheng In comparison, H&M has more clothing types, such as clothing, trousers, hats and shoes, and the price of H&M may be lower than that of ZARA. It will be as low as 30%. The same clothes, such as shirts sold at ZARA four hundred, will sell one hundred or two hundred in H&M.

H&M, founded in 1947, has been a Swedish sweer for more than half a century. It has not yet owned its own factory, but has maintained cooperation with more than 700 independent suppliers from Europe and Asia. The business philosophy of H&M is to provide fashion and quality at the best price. It always buys the cheapest cloth, and all the OEM processing sites are in the cheapest areas of labor, such as China, Turkey and so on. H&M targets the target consumers as young people aged 15 to 30. Although the group has low purchasing power, their consumption cycle is shorter, and they do not care how long a garment can wear. Zheng Ruisheng believes that H&M's high-profile advertising campaign has also made the brand popular.

Zheng Ruisheng: before the opening of the bus, platform or even the subway handle, including the TV media, there will be a large scale of H&M. Advertising investment is amazing, but there is one big advertisement that has not been passed on to consumers.

The four international fashion week is usually held in the first 8 months before the launch of new products, because clothing takes 8 months from design to mass sales, and for H&M, only 15 to 30 days are enough. Their designers often crouch under the T stage of the major fashion week, and then create the new season's costumes as fast as possible. But if you think that you can only succeed in the popularity of high quality, you are wrong. HM can do it because it attracts a lot of high-end people. For example, Michel, the wife of American president Obama, loves HM best. At the same time, the famous movie star Madonna is also a strong fan of HM. Zheng Ruisheng believes that all of these stems from H&M's very important thing to do in 2004, which is to marry big designer.

Zheng Ruisheng: in general, big designers rarely produce some cheap and fashionable ones. H&M collaborate with good designers through their capital investment, so that consumers can buy products from designer brands at a good price, and the sales effect must be very good.

When foreign monks earn their money, the domestic fast fashion brands are facing a stock crisis. At the beginning of this year, the price of mus bonwell broke up to 2 billion 500 million yuan, or even turned off their flagship store in Shanghai. The industry has warned that because foreign brands benefit from the brand effect in China, many commercial plaza are invited to come in at low rent or even zero rent. But if the domestic brands want to follow the example of their large scale shops, they should first consider the money and calculate the rent.