Summary Of UK Electricity Supplier ASOS Entry To China: N Special Game

When the fashion website ASOS entered China for nearly a year, Danny, the general manager of ASOS, China, said that the development of ASOS in China did not copy the platform model of the UK. Instead, it found a balance between the experience of the headquarters and the localization, so as to adapt to localization in the Chinese market.

ASOS was formally established in June 2000. Its original business model was to sell imitation copies of movie star costumes online and send them to consumers in online shopping at the shortest time.

This business mode quickly conquered young people aged 18 to 34. ASOS first realized profits in the first year and quickly landed on the London Stock Exchange's alternative trading market. Then it developed into the largest fashion e-commerce website in the UK. At present, its own brand sales have accounted for half of the total.

ASOS started the global route as early as 2010, and the bulk of its branded goods came from Europe, and it could be delivered to over 240 countries and regions free of charge.

Jin Danny said that ASOS's channel mode in China is unique to the world, while other countries have independent stations, and in addition to the independent stations in China, there are Tmall flagship stores.

Billion power network found from ASOS Tmall flagship store, its product price and display way is not exactly the same as the main station, but the sales promotion activity and the main station are consistent.

In this regard, Jin Danny told reporters that in his six years in the UK, ASOS deeply felt that China's electricity supplier is a highly competitive market, so the development of ASOS in China will be more suited to local conditions, and the increase of Tmall channels in China is also a decision made under this background.

Although China's electricity supplier competition is more intense than that of the UK, Danny said that ASOS's concern for competitors is far less than consumers' attention, paying close attention to consumer buying behavior and expression in social media.

"ASOS pays special attention to customers, because if we don't pay much attention, the fashion we publish will be out of touch with the actual demand.

We will conduct extensive consumer demand surveys, and even pay attention to consumer sentiment on the telephone hotline.

The price of ASOS official website's home page is more than 340 yuan. Is the passenger price higher than that of Chinese young people? Jin Danny revealed that the average price of ASOS in China is between 220 and 270, which may be slightly higher for Chinese more than 20 year old young people, but the difference between Chinese market and the UK is that more than 30 year old consumers still pay great attention to fashion and dress, which is just in line with ASOS's positioning.

In addition, Danny told reporters that because ASOS attaches great importance to the data and feelings of consumer terminals, ASOS has chosen to build itself in many countries including China.

Instead of looking for intermediate agents like other brands.

"ASOS hopes to be more localized in China, and the local team has the right to make decisions to adapt to localization development, while maintaining communication with the British headquarters."

Why?

In the next year, Danny revealed that ASOS will have three major changes.

First, shortening the supply chain, making London's fashion products as soon as possible to the Chinese consumers; two, strengthen the technical force and exert force in the mobile terminals.

The three is to collect more consumers' relevant data and to tap the deep needs of consumers.

According to ASOS's China official website, ASOS supports Alipay and cash on delivery, and has set up warehousing support in China to deliver door-to-door within 48 hours, and also set up a localized customer service center to provide services for consumers.

In addition, ASOS has also maintained a focus on "discovering content" style in China, providing users with fashionable information such as video shows, electronic magazines and so on.