ASOS Moves Frequently In China To Test Consumers' Tastes.

ASOS, a one-stop shopping website in the UK, opens a new preview of spring and summer in Shanghai.

It looks like a lot of styles. Most of the women's clothing is the popular 70s retro wind, the color is gorgeous, there are many beads and woven structure, men's clothing is Kanye West and Adidas Yeezy cooperation style, monochrome, profile, movement and so on are the keywords.

The fast fashion attribute of ASOS is closely following the fashion environment.

To design and produce the current fashions.

It is worth noticing that there are also the wedding dress in the middle position, which is just recently launched by ASOS, UK, but only about ten pieces in the Chinese market. Only a whole series is selected.

According to people from the public relations company, these wedding dresses are all from London.

Daniel believes that Chinese consumers' aesthetics is greatly influenced by Japan and Korea. They prefer the street style. The demand for clothing matching is more fashionable than they expected. Young girls like the label cute and cute.

He gave an example: the Adidas Original, which had not been considered before, is now being introduced into China's official website, and the sales figures are amazing.

(EH, Shamrock sells it well. They didn't know it).

Be based on

The current number of styles, Daniel Jenks, reveals that the products in the Chinese market will increase by 3 times from the beginning of spring and summer in the next year. This figure refers only to ASOS's own brand, the number of the third party brands will also increase correspondingly, and the brand of I.T (Hongkong) group, such as 5cm, will increase, but the number of "3 times" will not be known.

In addition, there is a size.

The usual 8-10 yards in the European and American markets are not popular in China. In the future, they will narrow the size and improve the turnover efficiency, and increase the stock in the style rather than in the backlog.

Obviously, the British company is becoming more localized and wants to cater to the aesthetic and demand of Chinese consumers.

They seldom do big marketing. They even cooperate with Nice, known as the Chinese version of Instagram APP, at the Strawberry Festival, hoping to find those potential young consumers. Online marketing is also valued, and soon ASOS will launch the WeChat public number.

General manager of China

Description, the Chinese market is rising in a stable curve (he also said that he did not like the explosive growth, because there must be a big fall after the outbreak), APP on-line in six weeks also has a lot of downloads.

But in fact, there are not many products sold in the Chinese market by ASOS, and the proportion of the third party cooperation brands is very low (which is why many consumers prefer to go to the British website in Shanghai).

Only a small part of the products are sold on Tmall platform. There is no third party brand. Even its own brand is only a parity product line, and even the new speed is later than that of the official website. This reflects ASOS's cognition of Tmall platform to a certain extent.

But even in China's official website, the style of the third party brand is not more than one magnitude.

This can be attributed to the cautious attitude towards entering the new market, and it is also hoped to focus on building ASOS brand.

But all this is changing.

"We need to test the Chinese market," Daniel Jenks, a Chinese general manager, told the curiosity daily. "The original styles and brands will make some adjustments as the market awareness changes."

This inevitably reminds us of the news of the slowdown in China's market expansion Zara months ago. The embarrassment of luxury goods in the Chinese market is obvious, and the fashion is looking fast. But more and more foreign brands are entering, and domestic brands are becoming more mature.