Which Is The Fastest Fashion Company In Tmall?

When you open the Tmall home page and see that ZARA opens the flagship store, when you walk in the subway passage, surrounded by advertisements on H&M online mall, when you find that the two-dimensional code is printed on the bags of UNIQLO and GAP, you probably realize that the fast fashion giants are starting to fight for the electricity suppliers.

The most commodity: FOREVER 21

If the fast running supply chain is the foundation of fast fashion brand, enough SKU quantity is the key to ensure its survival.

Among the 6 fast fashion providers surveyed by reporters, FOREVER 21

Flagship store has become the most abundant fast fashion business provider of SKU with 6514 products, and ZARA, which just opened flagship store in Tmall, is also not to be outdone, with 6298 products.

Among the other fast fashion providers, H&M has not yet opened Tmall flagship store, and the total sales volume of UNIQLO, GAP and ASOS are more than 2000, while C&A is relatively small, with only 1004 products.

Behind the competition of commodity quantity, in fact, is the PK of supply chain management capability.

A generation of operators think that under the premise that other conditions are similar, the requirement of high SKU to supply chain is much strictest. "6000 SKU means that the inventory depth will be very shallow, and the supply chain reaction will be more rapid".

A fast fashion brand electric business person in charge said, this not only test the system's information level, warehousing sorting ability and other aspects of the content, for the brand's selection, sales of goods and other subjective factors of the subjective factors also have a lot of pressure.

But many fast fashion brands firmly believe that only enough choices can be made to meet the needs of the masses and enable the brand to run quickly.

However, under the premise of sufficient quantity of commodities, the cloud like digital CEO and Ruijin Lin co-founder An Shihui believe that due to the limited resources in the whole, part of the fast fashion e-commerce platform is still dominated by inventory.

"The proportion of the inventory of e-commerce platform is higher than that of offline stores, which means that many brands have not yet regarded the platform of e-commerce as the front of brand dissemination and new product offering."

Highest sales volume: UNIQLO

The total sales volume of a U T-shirt is 46 thousand. The monthly sales volume of a men's thread vest is 4440. This is the "best seller" found on the afternoon of October 14th when the Beijing Commercial Daily reporter opened the Tmall flagship store of UNIQLO.

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Compared with several other fast fashion providers, UNIQLO's lead in sales is just the opposite.

According to the survey, C&A, which has the same location, sold 1908 pieces of clothing with the highest total sales volume, with a monthly sales volume of 29.

The "classic" of basic clothing is regarded as the fundamental reason for the miracle of sales of UNIQLO products.

People in the industry believe that unlike H&M and ZARA, the brand strategy of Japan's fast fashion brand UNIQLO is mainly based on comfortable foundation. Some of the well received styles will even be sold for 35 years until they are replaced by new technologies.

And this brand strategy is very similar to the "Taobao explosion". It is also a reflection of UNIQLO's exposure to the sale of single products.

What is surprising is that the official flagship store, which was just launched on October 13th, has not yet been opened on the evening of 14, and the monthly sales volume of all goods is 0. ZARA

In this regard, ZARA official flagship store Wangwang customer service explained that because the previous day just on-line, the current data has not yet been updated.

But in the industry view, even if the same price online and offline, two days without orders for ZARA this magnitude of the brand is also unlikely, "at least a large number of shops without coverage of consumers, consumers who are not convenient shopping in the physical stores will choose Tmall flagship store, the sales volume is 0 is more likely to be a systemic problem."

You know, the news of ZARA's opening up has occupied the eye-catching position beside the top of Tmall's home page in recent days. As of the evening of 14, 25667 people were concerned about the brand of LOGO.

Best experience: UNIQLO

The sales of UNIQLO's ground gas are also reflected in the service.

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On the front page of Tmall flagship store, you will find that there is not only commodity classification information, but also a virtual fitting room, the nearest store to search for and even the weather in the next few days. They also tell you that in the light of the temperature, you should wear long sleeved T-shirt, sweater and jeans during the day. It's better to add a coat at night.

This is also seen as another advantage of Japanese brands. The services of European and American brands are mainly embodied in "people". The exchanges between salespeople and customers are mostly light and lively, and salesmen are not "shopping guides", but rather help you choose products with similar friends attitude.

But in Japan, salesmen are not like "shopping guide", but are similar to "housekeepers" or even "maids", capturing consumers' hearts with a comprehensive and considerate service.

Compared with the two, the former is difficult to embody through the website, but the latter is easier.

As a representative operator, Andrew also admitted that after the comparative experience, he believed that the user experience of UNIQLO was the best.

UNIQLO's official website and Tmall are unified in the rules and have fully integrated operation.

And unlike most fast fashion brands, the core content of UNIQLO's website is UNIQLO's own team. Only a few basic labor intensive services are outsourced.

By contrast, the fast fashion business cases with poor experience emerge in endlessly, and the confusion of price system is most criticized.

Miss Zhou bought two sweaters priced at 299 yuan last week at GAP APM store in Beijing. According to the "two 20 percent off, 3 30 percent off, 4 40 percent off" discount strategies, two sweaters cost 478.4 yuan and 239.2 yuan per piece.

But when she looked at the official flagship store of GAP in the afternoon, she found that the store was doing a "special time 30 percent off" activity, 209 yuan per item. After Tmall placed the order again, she found in the evening that the mobile phone Tmall was making a "mobile exclusive" special price of 188 yuan each, or about 37% off.

"I bought another item in order to lower the unit price. I found that I bought four pieces, which cost 875.4 yuan, but if I bought 4 items in the real store at the very beginning, it only cost 717.6 yuan and nearly 100 yuan."

Besides the price difference caused by multi terminal marketing activities, the function of official website is also short of consumers' Tucao.

"Each brand official website is more like a display platform, not only has no sales data, even search function is not perfect."