H&M Invisible Business Chain Behind Old Clothes Recycling Activities

< p > August 2013, following the pilot of stores in Shanghai and Hongkong, H&M old clothes recycling activities were opened at the national stores, and the old garment recycling operation was carried out on such scale, and it was the first among the fast fashion brands in China.

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< p > February 2013, H & M Hennes & Mauritz AB (publ) group launched the old clothes recycling plan in the world.

For the Chinese market of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > annual output value of up to 1 trillion and 300 billion yuan, the old clothing recycling market is huge.

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< p > in recent years, fast fashion clothing brands such as H&M, Puma and C&A have launched the old clothes recycling project. Behind this plan, a Swiss Corporation named I:collect has come to the forefront, and the whole industrial chain of old clothes recycling also emerges.

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< p > < strong > money making charity < /strong > /p >

< p > "it is wise to carry out marketing under the banner of environmental protection. Although a href=" http://sjfzxm.com/news/index_f.asp "> H&M < /a" has repeatedly stressed that it is non-profit, in fact, only buying a business from the promotion shop is a business without losing money.

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< p > "old clothes are disposed of, and new clothes are bought at a discount. It also works for environmental protection. It sounds good."

When Ms. Gu was visiting the front door H&M flagship store, she found that there were several large cartons with environmental signs, including several bags of clothes. At the cashier's office, the clerk was busy distributing discounted tickets to the guests who brought the old clothes.

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"P", the shop assistant told reporters that customers could bring their own bags of old clothes to the store. H&M gave customers up to two 15% off coupons a day, and each ticket bought a price commodity within a certain period.

"Many customers in order to enjoy the" white "preferential, instead of immediately" replace the old. "

H&M Qianmen Street shop clerk told reporters.

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In February 2013, H&M officially launched the old clothes recycling scheme in 49 countries and regions in the world. In China, in early March 2013, Hongkong stores and two stores in Shanghai (Zhengda square and Huaihailu Road store) tried to implement it, and since August 8, 2013, this activity has been launched in all the stores nationwide, covering 45 cities in the country and nearly 140 stores.

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< p > it is worth noting that H&M company does not stipulate the concept of "one bag". That is to say, no matter how many pieces donated, Chinese customers can get 15% off discount coupons, while in Europe they will offer 5 euros discount for 30 euro consumption.

On the H&M US website, customers can get a coupon of 15% coupons, two coupons a day, based on each bag of old shorts and pajamas.

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< p > in fact, the more customers donate, the more discount coupons they get.

However, because this 15% off discount coupon can only be used for positive prices, for H&M, a fast fashion brand with a higher discount frequency, "15% off" does not seem to be tempting.

Compared with 60% of the gross profit of this day and 15% of pure profit, it is not so generous.

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< p > "the essence of this activity is to recycle and reuse. Our ultimate goal is to find a solution to solve the technical problems of < a target=" _blank "href=" http://www.91se91.com/ "> textile > /a > fiber recycling and reuse, and at the same time do charity.

H&M Magnus Olsson, general manager of Greater China, Singapore and Malaysia, said in an interview with reporters.

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< p > "it is wise to carry out marketing under the banner of environmental protection. Although H&M has repeatedly stressed that it is nonprofit, in fact, it is only a business that does not lose money from promoting shops."

Insiders speculate.

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< p > < strong > invisible business chain < /strong > /p >

< p > up to now, H&M has received 299076 euros worth of clothing worldwide.

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< p > recycled clothing will be processed by H&M's partner I:Collect. In the list of partners of I:Collect, there are a series of loud names such as Adidas, Puma, Jack&Jones, C&A, Esprit, The North, etc.

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< p > the I:Collect parent company of the Swedish technology company is SOEX, the largest Swiss group in the world specializing in textile and a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" class recycling and recycling.

The company has 5 different ways of processing waste textiles, including rewear, reuse, recycling, application and upgrading of raw materials.

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< p > research shows that up to 95% of clothing can be reused and can be re worn, reused or reclaimed according to its status.

I:Collect is responsible for reprocessing consumer products to meet the new purpose.

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< p > after receiving the old clothes, the clothes recovered from the stores will be pported to some recycling sites located in the H&M, and will be recycled to Switzerland by I:Collect.

The company classified and evaluated the recycled clothing according to 400 criteria.

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< p > data show that about 10% of the old clothes purchased by I:Collect are of good quality, wearable and sterilized into the secondary market. 30%~40% has been used as new materials, and some products have been pformed into the same materials, such as rag.

But only 0.3% of these clothes returned to the raw materials of clothing.

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< p > for the extension of cooperation mode, I:Collect explains it as a "closed loop" global network, and every partner is a node to jointly promote the establishment of database and technology research and development.

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< p > "H&M old clothes recycling plan" is a non-profit project.

After deducting operating costs, I:Collect will be settled to H&M headquarters in an annual unit. These profits will be included in the H&M environmental conscious action fund to support textile recycling and other innovative projects that meet the H&M value system.

Magnus Olsson told reporters.

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< p > according to the environmental protection agency of the United States, the United States produced 11 million 340 thousand tons of clothing and household textiles in 2009, and the number will increase to 15 million 870 thousand tons by 2019.

The latest number from China Resources Comprehensive Utilization Association is 26 million tons per year.

Therefore, a large part of old clothes will be the first to be recycled by H&M company.

This will bring benefits to the clothing company in old clothing resources, environmental protection image, promotion and so on.

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< p > H&M uses the "CharityStar website" to show the number of kilograms of clothes collected in various countries and regions on the Internet. In addition, I:Collect told reporters that every 1 kilograms of old clothes recycled will represent a cooperative enterprise to donate 2 euro cents to charities, and the specific charitable organizations will be selected by various country stores.

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< p > reporter found on his website that as of April 10th, H&M collected 1050 kilograms of old clothes in the Shanghai area of China, and donated 21 euros to the United Nations Children's fund of the cooperative unit. The largest donation was Germany, and by the end of August 6th, 3805 euros had been donated.

In Germany, every ton of old clothes can be sold to 250 euros, so up to now, H&M has received 299076 euros worth of clothing worldwide.

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