Fast Fashion Is Trying To Make Big Cake.

For fast fashion brands, which take electricity supplier as the first step to enter China, this is no doubt a way to explore and maximize benefits and minimize losses. Complete range of purchase convenience

Online fast fashion is more popular among customers.

Cara started buying UNIQLO clothes from college, but from the Tmall flagship store of UNIQLO, she went to the store less. "The most important thing is that there are many shops in the shop that do not have the style, such as cooperation, and the new speed is faster. Besides, I have bought so many years of UNIQLO, and I wear a few yards of trousers and a few clothes. It is very clear that trying on me is not necessary for me. " Cara said.

Yes data It shows that on the day of "double eleven", the single day sales of UNIQLO official flagship store exceeded 120 million yuan, and sold more than one million pieces of goods, increasing by more than 500% over the same period last year. At present, online sales account for about 6% of the total sales of UNIQLO China, while the brand side hopes that this figure will grow to 20%~30% in the future.

Tmall has also opened flagship stores in Tmall, including the US brand GAP and NAVY NAVY. Not long ago, the two fast fashion brands belonging to a company were jointly promoted on Tmall. All kinds of benefits were very attractive. "Usual GAP Tmall flagship store 30 percent off and 25% off are common, and I often receive member messages, shopping online can enjoy additional discount by SMS." The orange mother told the reporter that her daughter's clothes were ten to ten, which she bought at the GAP's online store. It was the key to the benefits and convenience.

　　 Sale The more channels, the better.

Fast fashion is trying to make big cake.

Many fast fashion brands have multiple online sales platforms to cater for different consumption needs and consumption habits. ZARA parent Inditex group recently confirmed that ZARA will enter Tmall in autumn and winter this year, and will also open official shopping websites in Korea and Mexico in September. As early as September 2012, ZARA already had its own online sales platform in the mainland of China.

ZARA public relations, in an interview with the Qianjiang Evening News reporter, said that the average daily number of consumers visited the ZARA website was 5 million. "In addition to official website sales, I will also look for suitable partners, such as this cooperation with Tmall." As for the difference between ZARA Tmall and the existing official website in terms of sales, services, commodities and so on, it is not yet clear.

By contrast, GAP is most willing to "taste fresh". It is actively promoting the "online booking store" (online ordering, store pick up) project, and hopes to expand to all 1600 stores before the end of this summer. Up to now, GAP's "online booking store" has produced 500 thousand orders, and the volume of spanactions is larger than that of online or offline sales. In addition, GAP is testing the "online shopping" measures, that is, when a store is out of stock, it can send the corresponding goods to the most convenient address of consumers by online shopping. However, it is not yet clear whether the two initiatives will be implemented in China.

It is not enough for the store to get gold, but it also needs help from online stores.

　　 Fast fashion Have to catch an electric express.

On the first two days, Xiao Nian, a Hangzhou girl who likes online shopping and loves fast fashion brands, bought several discount clothes from Topshop, a British fast fashion brand, on Taobao. However, next month, people like the brand who like this brand will probably have another choice. The British brand Topshop and Miss Selfridge will enter the Chinese mainland market, and they will still be the channel of e-commerce.

Before that, several fast fashion brands including ZARA, UNIQLO and GAP have developed their e-commerce platforms in China. H&M will launch e-commerce business in China later this year, and ZARA has confirmed that it will enter Tmall this fall and winter.