Fast Fashion Brand Tom Tailor Came To China For The Three Time, Jingdong Helped.

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Tom Tailor is stationed in the global purchasing block of the domestic electricity supplier giant Jingdong. Jingdong has also become the first third party e-commerce platform in China.

This online product includes 3 brands of the group, TOM TAILOR, TOM TAILOR Denim and TOM TAILOR Contemporary Women.

The entry into the sea indicates that the two sides are still working in the cross-border electricity supplier mode.

Tom Tailor was founded in Hamburg, Germany in 1962, and acquired brand Bonita in 2012.

The group's net sales in 2015 reached about 9.56 billion euros, up 2.5% from the same period last year.

At least it looks better than the GAP with a declining trend. It's not comparable with ZARA.

By the end of September this year, the brand has opened 437 self operated brand stores, 197 franchised stores and 2903 general merchandise stores in 35 countries, and has sold in 9500 brand shops.

Unlike other fast fashion brands, the wholesale channel of Tom Tailor is well developed, while the latter has a net sales of more than 1/3 for the group.

By the end of 2015, Tom Tailor had just opened a brand store in Xintiandi, Hongqiao, Shanghai, and this is the third time that it has entered the Chinese market.

In 2003, Tom Tailor Tailor opened its counters in department stores and withdrew in three years. In 2012, it opened flagship stores in Xidan's Joy City and ended up in closing.

Located in the west of Shanghai, Hongqiao Xintiandi is not a mainstream area, and it can not get maximum attention for the time being.

In 2014, Fosun Group acquired a stake in Tom Tailor 23%, and led Tom Tailor to make a comeback.

Folli Follie, a Greek jewellery brand that helped its investment, successfully open the Chinese market.

According to WWD, up till now, besides the flagship store in Xintiandi, Hongqiao, Tom Tailor still has 14 agent sales outlets in China, according to Tom.

"China is faced with a comprehensive upgrade of the middle class lifestyle, a rich product line, rapid response to the trend, and cost-effective is the consistent strategy of the brand," said Dieter Holzer Holzer, chief executive of Tom Tailor group.

The company is confident not only in the second tier market, but also in the three or four line market.

Based on Tom Tailor's consistent affiliate agency mode, China has also reached a strategic cooperation agreement with Parkson, and will jointly develop with Parkson, Ginza, Yintai and other distributors in the future, and open offline stores in Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou and Nanjing.

And in the early stage of China's Tom Tailor, China will be Jingdong, Tmall, Amazon and other China.

Cooperation, and then introduce its own business to China.

According to Jingdong's latest financial results in 2015, the 3C and home appliances categories of Jingdong became smaller categories, while clothing based general merchandise categories and others became the first category.

In order to show the fashion image of Jingdong, designer took a tour of fashion week in Milan and New York last year.

Clothing is a market that Jingdong has grabbed hard from Tmall.

The latter has always been an important business channel for Chinese fashion apparel brands, and many of the fast fashion and even luxury brands have set up flagship stores on Tmall.

Tom Tailor has always trusted the agency channel mode. However, under the impact of China's developed electricity supplier, the department store which relies on brand agency is not very good.

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This cooperation with Jingdong should be aimed at reversing the present deficiencies.