H&M'S Potential For "Quality Gate" In Mainland China Has Been Worrying For Many Times.

This year, sales of luxury brands in China have declined, and news has repeatedly been heard, but fast fashion brands are in sharp contrast, never slowing down the pace of expansion.

H&M the largest flagship store in Asia was officially opened in Tongluowan, Hongkong in October 30th.

In terms of product line, H&M develops new product lines, introduces sports series and home series into Hongkong, and also launches 2016 new spring series aiming specifically at the Chinese market.

In many cases, we always pursue "fast" and "fashion".

It was ignored.

Therefore, some people have begun to question whether H&M will become a "fast food fashion". Will the speed of rapid expansion in China after the enthusiasm of H&M make it repeat the fate of Baleno and other Hong Kong and Taiwan brands and become a cheap and low-end brand?

The data provided by H&M show that H&M has maintained rapid growth both in the global and in China, and has opened more than 3500 stores in 59 markets, and Asia is becoming an important force for its group expansion.

Greater China has also developed rapidly to become one of H&M's largest markets.

In the future, H&M will continue to focus on China's expansion. On the one hand, it will focus on the development of two or three tier cities, and on the other hand, it will continue to expand its expansion in the first tier cities, including the establishment of the newest flagship stores in the first tier cities.

Among them, the Southern China market is one of its important strategic markets.

At present, H&M has opened more than 35 stores in 11 cities in Guangdong, and is the largest number of H&M stores in China.

H&M said it will open flagship stores in the key landmark areas, and open stores in emerging cities.

Reporter survey found that high-speed

The management oversight of the supply chain has led to H&M's dilemma in China.

A H&M factory worker told reporters that in China, H&M procurement methods are divided into two types: one is H&M personally purchasing raw materials, then the fabric is shipped to the factory production; the other is H&M designated a generation factory procurement, from the factory to fabric manufacturers ordering purchase.

In fact, this way of fabric procurement can easily cause uncontrollable factors to increase.

H&M said that at present, H&M has more than 700 foundries from all over the world.

H&M has a total of 150 quality inspectors worldwide, who conduct more than 500 thousand quality tests every year.

According to the data provided by H&M, in the world, the average quality inspector needs to focus on four or five generations of factories, plus the other sub contracted factories, the quality of inspectors is very heavy.

For fast fashion, the most important thing is to find a balance between control cost and design and update speed.

H&M pursued a concept of being a follower of fashion rather than a creator.

This means that the lead time from design to sale is very short.

Compared to its biggest competitor, ZARA, H&M is cheaper, and H&M is faster than other fast fashion brands developed in the same way.

However, the short delivery date has brought great pressure to the factory. In order to complete the order within the specified time, the factory must work overtime.

For brands, opening more stores is conducive to the rapid digestion of product inventory, but the increasing number of orders and orders have produced great pressure on the production speed of OEM enterprises.

The delivery time is too short, so there is not enough time in quality control, so the cost of quality control is improved.