One Of The Exceptions Of Fast Fashion Brands Is Tmall.

More and more fast fashion brands want to make use of big data to assist in making decisions, and cooperate with large flow platforms, with the help of big data behind them, can get information feedback and market reaction more efficiently, sensitively and quickly, and understand consumer behavior and consumer demand more deeply.

With the change of consumers' shopping habits, Taobao and other electronic business platforms have cultivated many local "Amoy brands", and these grassroots brands have snatch many market share of offline brands in the earliest dividends.

Insiders pointed out that online sales may be the focus of future competition among these traditional brands.

Reporters noted that although offline

Still fast, but now, those who are already in the sales advantage of the fast fashion giant also realized the importance of the electricity supplier, began to part of the energy to online channels.

However, there are still different opinions on the choice of channels on the Internet.

according to

Liu Xiuyun, general manager, said that Tmall has attracted 90% of the world's fast fashion brands to enter the world. At present, only the fast fashion brands that have been named on the market, such as ZARA, UNIQLO, GU, GAP, FOREVER 21, C&A, TOPSHOP and SPAO, have opened flagship stores on this platform.

He believes that the current fast fashion circle of Tmall clothing is maturing.

The significance of Tmall to the fast fashion brand is far more than "equivalent to the sales of dozens of stores under the line".

The largest electricity supplier in the current market has brought extra sales and performance to these fast fashion giants. For example, on the day of last week's double eleven, UNIQLO's single day sales exceeded 6 hundred million, compared with 260 million yuan last year.

Among the top ten list of clothing, fast fashion brands are the only ones.

The list is famous.

"The sales performance of UNIQLO electricity supplier is inseparable from the exclusive cooperation with Tmall."

A brand name agent who asked not to be named told reporters that while several other brands did not sign exclusive cooperation, they would have flagship stores on Jingdong and vip.com.

"Therefore, in the early stage of promotion and preheating, the platform side will definitely be more interested in the exclusive signing."

As we all know, the secret of success is fast and fast.

At present, the fast fashion in the market mainly refers to the brand of new products with high speed, parity and keeping up with fashion trends.

These brands often take only more than 10 days for new products from design to pportation.

In order to achieve rapid development in the increasingly fierce market competition, fast fashion brands will have more stringent control over "fast".

More and more fast fashion brands want to make use of big data to assist in making decisions, and cooperate with large flow platforms, with the help of big data behind them, can get information feedback and market reaction more efficiently, sensitively and quickly, and understand consumer behavior and consumer demand more deeply.

Through analysis and classification of processed data, it can become a guideline for brand design, production and sales in the future, providing accurate reference for brand offline layout and product development, so as to achieve efficient operation.

This may explain why most fast fashion brands are willing to enter Tmall's flagship store.

Although most of the colleagues now choose to enter Tmall, but as a Swedish clothing giant with ZARA, H&M has not entered Tmall's intention.

But this does not mean that they do not pay attention to e-commerce sales.

"By running our own platform (online store), we can manage the brand value and image building of H&M globally and react quickly to changing shopping practices."

H&M China responsible person in answering a reporter's question said, "the current electricity supplier is run and managed by H&M itself.

Our online price, update frequency and promotion rate basically keep pace with the physical stores, and update categories are also consistent.

However, for special events, such as designer joint series, online stores sell 1 hours ahead of physical stores.

When asked whether there will be any cooperation intentions in the future, H&M China official said: "at present, we have not yet planned to cooperate with other online platforms."

"It's normal too.

Each business strategy is different, and only survive in the market competition and win, that is the kingly way.

"The above clothing brand leader thinks.

In fact, H&M China responsible person told reporters: "we think the potential of network channels is huge."

Not long ago, the company was just over a year old in online stores in China.

"Although Tmall can bring a lot of traffic and orders, not all brands choose to enter, or most brands are cautious. They do not choose exclusive cooperation with UNIQLO, but are more willing to put eggs in multiple baskets."

These operators believe that, in addition, for some international brands that emphasize their individuality, they are more willing to take control of online sales in their own hands, such as the visual, creative, and pace of promotions and promotions.

The head of a clothing brand said they encountered such a problem when building Tmall's flagship store. "Because it is Chinese new year, the other side asks for red, though it is not consistent with our consistent color, but after the internal coordination, the color will be changed to the effect of the other party's request."

He told reporters that after calculating, compared to their own initiative, the construction of the official website, the cost of manpower and financial resources is obviously higher, and the final effect is often not satisfactory, "no way, after all, where their traffic is."

Nevertheless, some brands with individuality still adhere to their own line.