Fast Fashion Brand H&M Does Not Walk The Unusual Road Until Now Has Not Been Stationed In Tmall.

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Forever 21 and Topshop have opened flagship stores in Tmall, but H&M is an exception.

In China, H&M, which has more than 360 stores, has not entered Tmall yet. In 2014, it opened its own online store hm.cn, and became the only online sales channel for H&M in China now.

According to the statistics of AI consulting, the size of China's electricity market in 2016 was estimated at 19 trillion and 900 billion, compared with 6 trillion and 400 billion in 2011 5 years ago.

In the fastest growing market of online consumption, fast fashion brands have launched online sales platforms in almost all ways.

The most common mode is to cooperate with Tmall. In China, the fastest fashion brand that was co operated with Tmall was UNIQLO. In 2009, it entered Tmall, which was also known as Taobao mall in 2009. Sometimes it was a self built online store and Tmall flagship store on official website, such as ZARA. In 2012, it went online on its own online store. After two years, it began to sell in Tmall; however, there were few self built online shops like this.

"When we build online stores, we are also using a set of systems built by headquarters, which is more beneficial to H&M."

Magnus Olsson, general manager of H&M Greater China, further explained the interface news. "For example, the international image can be more unified and clearer, and it will be more rapid when acquiring relevant data, and the trend will be more rapid."

Relatively speaking, self built online stores also have higher degree of freedom in user interface and content design. In H&M's online store, you can see the online magazine Magazine planned by H&M, which is not entirely sales oriented.

Russian fashion blogger Musia Totibadze became one of the magazine's interviewees. Although she also took photos in the H&M x Kenzo series, the content of the article was not much related to H&M.

"What kind of fashion do you not like but like very much?" "if you have to leave the apartment in a hurry, what will you take?" and so on are the topics in the article.

The contents of the magazine will also cover makeup tips, which indirectly expose the beauty products that have not been sold in the mainland stores.

In the autumn of 2015, H&M formally launched the beauty makeup product line. However, H&M said that because H&M did not use animals for testing, it did not conform to the mainland's cosmetics approval standards. It has not been able to stand on the mainland's H&M up to now, and can only buy it in Hongkong and Macao.

In addition to getting the designer collaboration series earlier, H&M will tell you that some products will only be bought online, such as H&M's home product line H&M Home.

In February 2014, H&M Home officially entered China in the form of entity sales space in Beijing, Shanghai, Suzhou and Chengdu respectively.

However, after less than two years, H&M Home completely withdrew from the physical stores in mainland China at the end of 2015, instead of selling them online.

Olsson said it was because "we expanded rapidly, especially the success of clothing categories beyond our expectations, and we need as much space as we can show them."

But this explanation is not convincing enough.

IKEA is a direct competitor that H&M Home can not avoid. Compared with IKEA, the cushion of H&M 39.9 yuan and the knitted blanket of 499 yuan do not have much price advantage, but IKEA's choice is much richer.

Not only is H&M Home, Zara's home line Zara Home has been unable to reach its popularity in overseas markets since its entry into China in 2011 - as of the 2015 fiscal year, Zara Home has 502 stores in the world, but there are only more than 20 stores in China.

If the competition of fast fashion brands was once online shopping centers, the battlefield has gradually shifted to online in the past few years.

Olsson repeatedly mentioned the "full channel" and "7 days and 24 hours" shopping experience, almost every fast fashion brand is emphasized.

According to the data of Ou Rui consulting, in 2015, the apparel group ranked the top six in China's market share, namely, Vero Moda and Only, Hai Lan home, Xun (UNIQLO and GU, etc.), Semir, Adidas, Inditex (Zara, Bershka, etc.), all of which have opened online stores.

In 2016, H&M opened more stores in China's low level cities, covering the "four tier cities with excellent performance to the first line", so you will see Shuyang, Shiyan, Jiujiang and other cities in the new store layout of H&M.

But Olsson also says whether entering a city or not depends on the local shopping center, so the online store will also play a role in the process of expanding the scale of China's business by H&M.

Olsson did not disclose how much H&M's Chinese online store contributed to the total revenue of the Chinese market, but H&M group CEO said at the beginning of this year at Karl-Johan Persson that the group is steadily expanding its electricity supplier in more countries, because the profit outlook of this business is very impressive.

In 2016, H&M launched new e-commerce business in Japan, Greece, Canada and South Korea. It hopes to open up electricity providers in 34 markets around the world by the end of 2016, and this data will exceed half of the number of H&M entities in the country.

As for China, Tmall or Taobao, the possibility of fashion brands selling on new platforms is also frequently mentioned.

Dior and Chanel have sold their handbags and new perfumes on WeChat. Can they sell clothes on WeChat with more than 900 million users?