From Rejection To Tmall, What Made H&M Put Down Stubbornness?

Sweden's fast fashion giant H&M and its home brand H&M Home officially entered Tmall flagship store, but the brand pition period will continue.

2018/03/23 34.5W browsing at 10:38:

H&M Studio 2018 spring summer series

In March 21st, nearly four months after the notice was placed in Tmall, Sweden's fast fashion giant H&M and its home brand H&M Home officially opened Tmall flagship store.

With the help of promotions, the Swedish fast fashion elders harvested about one million fans in less than a day, and men's T-shirts jumped to the top selling products and sold nearly more than 20000.

Magnus Olsson, general manager of H&M Greater China, said at the opening ceremony that Tmall is an important move in the new retail layout of H&M.

Meng Gu, vice president of Tmall fashion department, believes that the entry of H&M can help Tmall new retail, while Tmall will also promote the integration of H&M online and offline.

There is still much room for cooperation in the future.

Remember last year when we just announced this news, H&M's action has stirred up a feeling of "finally waiting for you".

Because, compared to fast fashion brands such as UNIQLO, Forever 21, Zara and TOPSHOP in Tmall from 2009 to 2014, the decision of H&M to cooperate with the electric business tycoon was a bit late.

After all, this does not just mean that the number of fans in H&M Tmall flagship store will start from scratch, and it will compete with Zara and 12 million of its fans. It also means that it has missed many years of exposure and boost sales in China's online shopping festival such as double 11, double 12 and 618.

Wang Yuan, TFBoys, is the new generation spokesperson of H&M in China. It can be seen that H&M attaches great importance to young consumers in the Chinese market.

Will Tmall flagship store impact on H&M's self operated electricity supplier?

H&M has been in the Chinese market for ten years but has not cooperated with the e-commerce giant, mainly because of its strong reliance on its own business.

Hm.com and H&M App, established in 2014, are the only online sales channels for H&M in China in recent years.

In 2016, Olsson said in an interview with the interface news that the self operated electricity supplier could unify the brand image, get the data quickly and design the content freely.

But in China, Tmall and Jingdong have shown the Matthew effect of "the stronger Yu Qiang, the weaker the weaker".

Yang Jing, who likes to buy H&M at most times, is a rare case. She has never heard of hm.com. For this part of consumers, it is best to buy all the brands directly on Tmall. "Why do I have to enter the site in my browser alone? This is a waste of time, and shopping experience is not necessarily smooth."

Although Olsson has received an interview again today two years later, he still maintains confidence in hm.com, believing that the opening of Tmall flagship store will not "suppress" the momentum of self operated e-commerce.

But the move to Tmall itself illustrates the company's compromises to the Chinese market.

According to H&M's observation of Chinese consumers, this is a group that has a deep, rapid understanding and response to digitalization. Olsson realizes: "hm.com may not be very famous in China, but many people use Tmall, so it is very important for more consumers to get access to H&M products first."

According to Olsson, hm.com and Tmall flagship stores are different in page layout, visual effects and content, because they have different roles in the group. For example, Tmall will be regarded as a huge flow entry to H&M online channel, while hm.com is more like a channel to display brand image, and the two are complementary relationships.

Like the previous beauty line, hm.com is the exclusive exposure platform for new products.

It is not a fully selling website. It not only meets the one-stop shopping needs of H&M and H&M Home, but also provides consumers with a window to understand corporate culture, earnings and recruitment information.

On the website, online magazine Magazine has the contents of wear and interview, and the membership system is directly embedded in it.

On the other hand, Tmall flagship store is like a simple and fast shelf, with Chinese consumers familiar with the shopping process.