Fast Fashion Attacks Online Shopping Market, High Street Brands Have Entered Tmall.

ZARA settled in autumn and winter Tmall In the year of the H&M e-commerce platform, the online fast fashion brand online shopping market has led to many high street brands entering the online store.

The competition of several international fast fashion brands in the Chinese market has shifted from offline shop competition to online. Following GAP, UNIQLO and other stationed in Tmall, ZARA parent Inditex group recently revealed in its earnings report that Tmall will enter Tmall this autumn and winter. Prior to that, H&M chief executive of Greater China also revealed that H&M will launch e-commerce business in China within the year.

For international fast fashion brands to open online stores and enter the two or three line cities online and offline, the industry is worried that it will further snatch the market, squeeze the survival space of Chinese local clothing brands and even Amoy brands, and some believe that it will bring new inspiration to the operation of Chinese garment enterprises.

ZARA intends to open Tmall flagship store

On the day of "double eleven", the one-day sales of UNIQLO Tmall flagship store exceeded 120 million yuan. This remarkable performance has attracted the attention of the industry, and similar brands have followed up strategies.

Not long ago, Magnus Olsson, general manager of H&M Greater China, Singapore and Malaysia revealed in an exclusive interview with reporters that H&M is committed to a series of "wise" long-term investment plans. For example, H&M will launch e-commerce business in China later this year, aiming to boost the performance of the Chinese market. Another fast fashion giant ZARA will also enter Tmall mall to expand its online business platform and service radius.

First disclosed this news is the 2014 financial year Q1 earnings report issued by ZARA parent company Inditex group. In the earnings report, ZARA confirmed that it will enter Tmall in autumn and winter this year, and will also open an official shopping website in South Korea and Mexico in September.

It is understood that at present, ZARA has opened online sales official website in 25 countries, including 21 European countries and the United States, Canada, Japan and China. The new official website of South Korea and Mexico will help ZARA cover more market areas. In addition, the upcoming ZARA Tmall flagship store can also expand the online business market in China.

In early September 2012, ZARA opened an online shopping mall zara.cn in China. ZARA online stores and merchandise stores have basically been synchronized and new, and prices will remain the same. In addition, the user can choose to deliver goods to the home or to the nearby Zara store to pick up the goods from two ways.

As to whether Tmall flagship store will adopt similar operation mode, ZARA has not disclosed much news. The reporter sent relevant interview questions to the relevant person in charge of INDITEX China company. As of press release, no reply has yet been received.

　 Fast fashion attacks the electricity supplier market.

Magnus Olsson recently revealed that H&M's e-commerce platform in China will be launched in the year. When asked whether the layout of H&M in China will refer to the way of UNIQLO and other brands, when Tmall opened flagship stores, Magnus Olsson said: "Tmall is like an online shopping market, a portals. This pattern is also common in the United States and Europe. For us, it's important to focus on the way we provide ourselves, how we can keep in touch with our customers, and provide customers with what they want, or even exceed their expectations.

It further revealed, "we want to release more details after we have identified all the plans. But in general, products on line are the same.

The layout of H&M in the area of electricity supplier is globalized. H&M director of public relations told media reporters that H&M has launched online sales in 10 countries. Recently, the French market has just launched a network sales business. The company plans to extend the business to Italy and Spain from the second half of this year to the end of this year. "In the future, we hope to cover this business to all markets."

UNIQLO has a leading edge in the layout of China's electricity supplier. Apart from its official website, it also opened flagship store in Tmall. Pan Ning, a senior executive vice president of global marketing group and UNIQLO CEO of Greater China, revealed that on last year's "double eleven", the single day sales of UNIQLO official flagship store exceeded 120 million yuan and sold more than a million pieces of goods, increasing by 500% over the same period last year. This data fully demonstrates the correctness of the layout of e-commerce business in UNIQLO. It is reported that online sales account for about 6% of the overall sales of UNIQLO China.

It further said, "in the future, we will not rule out the development of our own e-commerce platform. We hope that online sales will account for 20%-30% of total sales in the future. We are also exploring the new O2O model, hoping to bring more services to consumers.

The official flagship store of landing UNIQLO has discovered that the store has added the modules of the virtual fitting room so that consumers can choose their clothes for their hearts. The promotional activities of "30th anniversary Thanksgiving week" are also in progress.

The GAP strategy is more radical. According to media reports, GAP executives announced that GAP is actively promoting the reserve online (pickup in store) project, which is expected to be rolled out in all stores before the end of the summer. At the same time, GAP is testing consumers to shop online. These indicate that GAP is making greater moves in promoting the integration of O2O on line and offline.

It is reported that GAP plans to expand the "online booking store" to its 1600 stores before the end of the two quarter of this year. Up to now, a total of 500 thousand orders have been generated in GAP's "online booking store". Compared with pure line or pure line, the amount of "net order store" is much larger. Due to its good results, GAP plans to highlight the "reserved" button on the website's merchandise page.

GAP is also testing the "store online shopping" measures that allow consumers to buy online online stores. The advantage of this is that when a store is out of stock, online purchases can be made through stores, and GAP can send the corresponding merchandise to the most convenient address of consumers. "Store online shopping" can avoid consumers' disappointment and enhance their loyalty.

At present, it is not clear whether China will implement the two O2O initiatives of "online booking store" and "online shopping" in China. Currently, it has set up its own official website and Tmall flagship store in the Chinese market. Reporters who log on to their official website found that up to 30 percent off summer promotions are in progress.

　　 Squeezing the survival space of Chinese garment enterprises

For the above fast fashion brands in the Chinese market through online stores and stationed in the two or three line of the city line and go hand in hand, there are concerns in the industry, will further snatch the market, squeeze Chinese local clothing brand and even the brand survival space. Indeed, when Chinese garment enterprises encounter high inventory and close shop troubles, fast fashion brands grab many market share with their supply chain advantages and high performance price ratio.

However, the industry also believes that, like the inspiration from fast fashion to Chinese clothing brands, its exploration in the operation of e-commerce will bring new inspiration to the Chinese garment enterprises in the operation of e-commerce.