Fast Fashion Breakout In China Has Entered The Business Platform

The fashion clothing brands such as UNIQLO, relying on Tmall, Jingdong and other online platforms, have taken advantage of the "Internet +" Dongfeng to further occupy the Chinese market. It is only a matter of time.

In addition to the recent action of UNIQLO, ZARA, H&M and other fashion apparel brands have long been in Tmall. Although the major fashion apparel brands frequently open flagship stores, traditional shopping methods can no longer meet the needs of consumers. It has long been the trend to further open the Chinese market through the Internet.

"A woman's wardrobe is always less than a garment." Loving beauty is a woman's nature. Pursuing fashion is a part of women's life. As an internationally renowned fashion brand, ZARA, H&M and UNIQLO target audiences are positioned as fashion young people. In the light of fashion youth's lifestyle of shopping, many fashion clothes brands have landed in China and set up a large number of offline flagship stores in a wide spread way to open up the Chinese market.

According to the data, by the end of November 2014, UNIQLO already had 385 flagship stores in China, with shops all over Beijing, Shanghai and other cities. Although a wide range of nets were laid down and hundreds of flagship stores were set up, there were Versace and LV. Luxury brand After the crackdown, after the pursuit of fashion brands such as C&A, and want to achieve the 2020 China's 1000 stores in the grand aspiration, UNIQLO's traditional flagship store under the line has been difficult to break through the fashion clothing brand's fierce battle.

Some people say that the whole world is willing to be there. Versace LV and GUCCI next to shop, and only Uniqlo ZARA and H&M. In today's fierce market competition, they want to have a share in the Chinese market, and they have their own unique skills.

In the era of "Internet +" has become the trend of the times, the traditional fashion brands in order to win the battle for the market, targeting the electricity market, UNIQLO joined Tmall in April 2009, April this year, UNIQLO and Jingdong again joined hands. In addition, ZARA entered Tmall in October 2014. Fashion apparel brands are expanding online.

UNIQLO and other famous brands have their own official website, and spend a lot of energy management, but for the time being, both traffic and transaction volume are much worse than Tmall's.

According to the data, before entering Taobao, the total sales volume of UNIQLO China was 3 hundred million, and the first year in Tmall reached one hundred million, and it still maintained a good single day sales volume. From Tmall's "best seller" sales volume, in October 14, 2014, UNIQLO's U T-shirt had a total sales volume of 46 thousand, and a men's thread vest had a monthly sales volume of 4440. UNIQLO has become the most fashionable fashion brand in Tmall flagship store.

In China, for a short time, the official website may play a major role in brand promotion, but to catch traffic and turnover, it may still be the main selling channel such as Tmall's electronic business platform. Chinese consumers have developed a brand shopping online Tmall instead of giving priority to search for the official website. This habit may be hard to change at a time.