Martha Said He Gave Up The Camp But Did Not Give Up The Chinese Market.

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Martha department store "/a" April 1st held investment day activities in France, released the international expansion plan, and revealed that it will be looking for partners in China, and may abandon the direct mode.

Martha's first flagship store in Shanghai opened in 2008 and is located in Nanjing West Road, Shanghai.

After six years of expansion, Shanghai now has 15 stores, but plans to close 5 of its stores due to misery, but at the same time looking for another 5 stores.

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< p > < strong > 1. the design is challenged, the price is high, and the food is broken down < /strong > < /p >.

In October 2008, Martha store opened its first branch store in Shanghai, Nanjing West Road flagship store in P.

Unlike the mainstream mode of operation of domestic department stores, which is different from renting counters to all brands, Martha mainly focuses on the operation of independent brands. However, the store opened up soon and challenged Martha's clothing, especially women's clothing, which was not fashionable enough, and the price was somewhat high.

In addition, Martha, another fist product of the department store, often breaks out of imported food, which affects the sales performance of stores.

According to the media reports at that time, after several months of crucial opening, Marsha soon suffered a failure. The British press said, "foreigners complain that the underwear size is too small. Chinese customers feel that the a href=" http://www.91se91.com/news/index_c.asp "> the clothing /a is too large, and no one likes the food shortage area.

Since then, Martha has increased the expansion of a href= "http://www.91se91.com/news/index_c.asp" > Shanghai < /a > stores. By this year, the number of stores in Shanghai has increased to 15, but if it can not cure consumers' questions, it will not be recognized.

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< p > < strong > 2., site selection is unfavorable < /strong > < /p >.

In 2012, Martha stores opened the largest new flagship store in Asia in the Golden Bell Plaza of Huaihai Middle Road, P, in 2012.

Although Martha's department store has attracted people's attention in the fast fashion style window, it has also played a bright role in the structural adjustment of Huaihailu Road. However, its choice is the Golden Bell Plaza, once known by the industry as a commercial Bermuda, so its business prospects are not optimistic.

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< p > < strong > 3., compared with the competitors, the advantages are less than < /strong > /p >

< p > the new Marsha shop of Martha's Department of innovation and pformation is a magic weapon of fast fashion short flat speed, forming the advantages of design, production, distribution and operation mechanism, ensuring the "fresh" of fast fashion clothes, two new products in a week, and the first time to display fast fashion new models.

This business mode is highly competitive with ZARA, H&M and other fast fashion brands.

ZARA's fashion, H&M parity, UNIQLO's cost-effective, and impressive smile services, etc., Martha department store is difficult to give you a very clear position.

When many people still don't know what Martha store is, more people prefer to choose their own familiar and familiar brand consumption.

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< p > < strong > 4. new sales platform and enterprise impact < /strong > < /p >

< p > the emerging e-commerce platform has brought a great impact on the traditional mode of consumption, and Martha store has to face competition from other businesses besides the impact of the electricity supplier.

In the earnings report up to March 31, 2013, the pre tax profit of Martha's department store was 665 million 200 thousand pounds, while Britain's second largest clothing retailer Next earned 695 million 200 thousand pounds in the 2013 fiscal year ended January 31, 2014, the first time it exceeded the pre tax profit of Martha last year.

Statistics show that Next was founded in 1982, is a local clothing brand born in the United Kingdom, mainly for children's clothing, shoes and hats and household products.

Next not only has local stores of "Next Retail", but also has e-commerce and catalogue mail order project Next Directory, and this online business has increased by 12% last year.

In February this year, Martha's Department launched a new e-commerce network platform designed to reverse the declining trend of the main profitable business sector in the past ten years.

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< p > < strong > did not abandon the Chinese market, abandon the direct battalion, hope to expand in partnership with partners in China, < /strong > /p >

< p > despite the failure in the Chinese market, but for international expansion, Martha's five major expansion markets are India, China, the Middle East, Russia and Western Europe. China is still one of its most important markets.

Marc Bolland, chief executive, expressed the hope that partners could expand better in China.

Prior to November 2013, Martha's joint India partnership RelianceRetail launched the India market expansion plan to build India into the largest international market outside the UK. By the end of 2016, it will build 80 stores in the India market, which is two times the current distribution network.

In the India market, Martha's department stores launched underwear and beauty shops.

In addition, in the French market, Martha stores also launched a food monopoly store.

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