Tmall Attracts 90% Fast Fashion Brands To Enter H&M, Still Exceptions

Tmall has attracted 90% of the world's fast fashion brands to enter, and Tmall fashion's fast fashion circle is maturing.

Although most of her colleagues now choose to enter Tmall, H&M has no intention of entering Tmall.

As consumers change their shopping habits, Taobao, etc.

A lot of local brands have been cultivated, 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.

Although the speed of offline shops is still rapid, but now, those fast fashion giants who are already in the predominant position of sales are also aware of the importance of electric business, and have begun to shift some of their energy to online channels.

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

Centrally stationed Tmall

According to Liu Xiuyun, general manager of Tmall fashion, Tmall has attracted 90% of the world's total.

At present, the brand names of fast fashion brands such as ZARA, UNIQLO, GU, GAP, FOREVER 21, C&A, TOPSHOP and SPAO are all open to the flagship store on the platform.

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

The significance of Tmall to fast fashion brands is much more than "the sales volume of dozens of stores under the line".

The largest electricity supplier currently stationed in the market has brought additional sales and performance to these fast fashion giants, such as last week's double eleven.

The single day sales exceeded 6 hundred million, compared with about 260 million yuan last year.

Among the top ten list of clothing, fast fashion brands are only listed on UNIQLO.

"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.

There is always an exception.

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.

In fact, H&M China related person in charge introduced: "we think the network channel potential 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.

"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.