Big Differences In Overseas Brand Strategy And Pressure On Garment Enterprises

Although overseas garment enterprises have been expanding actively under the Chinese line, they have not ignored the competition pattern on the line.

The development of electricity suppliers is already an irreversible trend in the garment industry.

Zara and H&M have been fighting for a long time.

Spanish giant Inditex SA's main fast fashion brand Zara, which launched e-commerce business in 2012, has launched e-commerce business in 27 markets, accounting for 80 of its 1/3.

In 1998, the H&M expansion of e-commerce business was obviously slower.

At present, it is only available in 13 markets, accounting for less than 55 of its 55 markets.

In the eyes of the outside world, H&M is lagging behind Zara in the main international market, the US market and the Chinese market.

In March 5, 2014, the expansion of the HDR in Hongkong was accelerated by the fast selling group of the parent group of UNIQLO.

In May 27th, Pan Ning, senior executive vice president of Global Marketing Co., Ltd., and CEO HDR of Greater China, told reporters: "after the listing of Hongkong's HDR, the influence of fast selling in China will further increase, not only conducive to recruiting talents in China, but also allowing companies to have contact with Chinese investors who have more international vision."

"The mid term vision of fast selling is to become the world's first apparel retailing brand. By the autumn, the number of overseas stores will be larger than that of Japanese stores.

Okazaki Kenzai, senior executive vice president and chief financial officer of Fast Retailing limited, further revealed the future development plan in an interview with reporters.

According to the company, UNIQLO's sales in Greater China in the first time exceeded 200 billion yen mark, an increase of 66.5% over the same period, and is expected to increase significantly this year. 2014.

"The Group expects the total revenue of the Greater China region to reach 300 billion yen in 2015, and will strive to achieve the goal of 1000 stores in the near future," he said.

Although the store is expanding online, the speed of online distribution is not slow.

In May 1st, Liu Jing, chairman of Xun marketing group, mentioned in his official website that the group will set up the largest global scale in the spring logistics center in Tokyo in spring 2016.

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At the same time, it will integrate online virtual stores and offline stores, hoping to create a new business form.

"We hope to build the delivery that is available the next day, and this service will soon be pushed out in China and the European market."

Okazaki Kenzai said in an interview with reporters.

In the Chinese market, H&M started later than Zara.

In September 2012, when China set foot in the electricity supplier, two years later, in September 2014, the H&M electricity supplier was launched in China. However, due to the particularity of China's e-commerce market, Zara finally settled in Tmall group's Tmall platform in October 2014, while H&M said it only focused on its own e-commerce business and did not consider the third party cooperation platform.

Coincidentally, the performance of the two companies' stock markets seems to be similar to that of their electricity suppliers.

The price of Inditex SA has not risen much in the past 6 months, but it is still on the rise.

And H&M's stock price is going back to the trough after its peak.

Perhaps this is why Oman Theo ort surpassed Buffett on the second list of billionaires.

By comparison,

It seems that China's ability to adapt to the environment in China seems to be strengthened.

In April 2009, UNIQLO Tmall flagship store opened; in April this year, UNIQLO entered the Jingdong.

Okazaki told reporters that at present, the sales of fast selling group accounted for about 5% of the total sales, while China was about 6%. In the future, it hoped to increase this proportion to 20%-30%.

Thanks to the rise in sales of Japanese UNIQLO stores and the growth of overseas businesses, profits in the first quarter of September -11 increased by 40% in the first quarter of September, after the decline in the fiscal year ended August 31, 2014.

This has further stimulated the performance of fast selling companies in the stock market, which has gained nearly 20% in the Japanese market since 2015.

In the Hongkong market, the increase in recent 6 months was 11%.