Evacuation And Loss... Count The British Brands Who Have Lost China Over The Years.

The main reason why these British brands fail is that they have not learned to understand Chinese consumers and have not adjusted their business strategies according to local conditions.

Before the start of double 11, anyone who has the business of electric business is ready to fight for the shopping festival.

However, this year's double 11 war has not been burned up, and TOPSHOP is already cool.

In November 1st, TOPSHOP announced that "Tmall's flagship store will be closed in the near future due to the adjustment of international business strategy, and the whole store will be cleared from now on, and the non quality problem will not be refunded." "TOPSHOP"

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

In fact, as early as August 9th this year, TOPSHOP suddenly announced that the company has already concluded the partnership with the Chinese franchise partner "Shang pin net".

At the same time, TOPSHOP spokesman stressed: "TOPSHOP has not abandoned the Chinese market" and "is looking for new opportunities for development in the Chinese market".

Now, Tmall's flagship stores are all closed, and how much credible is the promise of "not giving up the Chinese market"?

In recent years, British brands have suffered setbacks in mainland China. TOPSHOP is clearly not an example.

Ta are all developing in the mainland.

China's consumer market is undoubtedly becoming a new strategic ground for foreign brands.

In particular, the rise and growth of the middle class and the younger generation of consumer groups have strengthened their brand awareness and believe that foreign countries are not necessarily the best ones.

In the process of opening up the market, the British brand did not find a strategy suited to China's domestic market.

In addition to the TOPSHOP mentioned above, these British brands have lost their way to the mainland of China, or they have not developed smoothly.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

New Look

In mid October of this year, the British fast fashion brand New Look announced that sales and profits had not been improved since the Chinese market was lower than expected. At the end of this year, 130 stores in the Chinese market will be closed, and the brand office in Shanghai will be closed in January 2019 to withdraw from the Chinese market.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

Superdry

In 2015, the British brand Superdry began to force the Chinese market and set up a joint venture with Heji International Group, the domestic clothing brand.

However, the development of Superdry in the Chinese market is not satisfactory. Last year, the loss in China expanded to 2 million 100 thousand pounds (about 18 million 920 thousand yuan), and this performance was mainly affected by the 500 thousand increase in the cost of China's expansion and inventory pfer.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

Marsha general merchandise

Following the closure of the Chinese mainland stores and packaging and selling of stores in Hong Kong and Macao, Marsha general store closed its flagship store in January this year in.

So far, Marsha general merchandise has completely withdrawn from the Chinese market.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

Why are Ta developing so hard in the mainland?

Orthodox, decent, retro...

People who have pursuit of life always have an inexplicable obsession with English fans.

The 80% and 90% consumers who pursue quality and personality have become the main consumer groups in China.

British brands should be more popular in China.

Why do most of the British brands that are stationed in the mainland grow cold?

It's too late.

Take ZARA and H&M as an example, these two foreign fast fashion brand giants have entered the Chinese mainland market in 2006 and 2007.

Sensitivity and demand are in a period of rapid development.

Ta is constantly making a big hit in the second tier cities of China, and stores are located in shopping centers of core businesses in major cities.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

Compared with these brands, British brands such as TOPSHOP, New Look and Superdry are at least 8 years late to open shop in mainland China.

As the pace of development is slow, on the one hand, when ZARA, H&M and other fast fashion brands leave most of the second tier market, the share left behind is relatively small. On the other hand, the time for entering the mainland market is relatively late, and these British brands are far less well-known than ZARA, H&M, and Yi Cai.

The four fast fashion brand, but its pricing is fast.

Brand is relatively high, which means price competitiveness is lacking.

Not according to local conditions

Many British brands enter the mainland market. They do not seem to have changed according to the changes in the mainland market. They still choose their own business models in the UK.

For example, the sale of shoes in the store, the size of which is Euro code, which brings a less desirable shopping experience to shoppers. At the same time, many netizens also say that the selection of TOPSHOP flagship store is too casual and too bad on the British official website.

In addition, there are netizens Tucao, TOPSHOP mainland China product color general, update too slow, good-looking big hot money to go abroad to look for purchasing.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

From the geographical point of view, Asians and Europeans have obvious differences in aesthetic concepts or figures.

If we just copy some British styles to the mainland of China, we do not design and select products according to the characteristics of local consumers. This can not only satisfy the needs of consumers, nor can it reflect the respect of consumers.

Not embracing digitalization in time

With the rise of the new retail business mode, UNIQLO, Zara and H&M, the three major foreign fast fashion brands, are committed to optimizing services through digitalization and enhancing their shopping experience.

In early November of this year, UNIQLO China launched its flagship flagship store to open up the integration of people, goods and markets under the online and offline businesses.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

In contrast, TOPSHOP and other British brands only adopt the same practice to pfer commodities to China for online sale.

When the market is relatively picky, self consciousness is not awakened and complacency will only weaken its competitiveness step by step.

Embrace digitalization, in order to cooperate with digital and electronic business, and in accordance with the insight of consumers in the Internet era, faster, more convenient, smarter and better to meet the needs of consumers.

The rise of new domestic goods will rush to the local market.

Nowadays, many foreign brands stationed in the mainland of China will set up several IP joint brand marketing campaigns.

In contrast, the British brand seems to bring its own "British conservatism". Despite the fact that it has a steady stream of fans, its marketing methods in mainland China are not very colorful, and its channel promotion is not in line with the consumption habits of the Chinese market.

In addition, nearly two years, domestic goods are also rising.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

This year,

The red New York and Paris fashion week will be launched in a multi-channel layout including street shops, department stores, shopping centers, Oteri J and collection stores.

Whether it is the first NING SPACE flash shop in Shenzhen Wanxiang, or the image of a skyrocketing store that has been upgraded and upgraded, it is popular everywhere.

Coupled with the recently released third quarter performance report, Lining in the first half of the year sales revenue of 4 billion 713 million yuan, an increase of 17.6% over the same period, the third quarter performance is also rising.

Evacuation, loss, poor management...

Count the British brands who have lost China over the years.

The interim results released by the Pacific bird show that during the period,

Revenue 3 billion 169 million yuan, an increase of 12.41% over the same period last year.

At present, domestic brands are in a state of readiness, and gradually become famous from domestic to international.

To a certain extent, this also has a great impact on the entry of foreign brands.

Moreover, with the rationalization of consumer shopping in China, the pursuit of quality will also pursue cost performance. British brands are not dominant.

- conclusion -

As the world's largest consumer market, China's huge market potential makes every country salivate, and everyone wants to have a share.

However, in order to achieve greater market share, it is necessary to adopt appropriate methods.

In the process of developing the market, the international brand should first follow the market direction and attract the attention of consumers.

Especially the millennial generation, they will be the backbone of the consumer market in the future. Their consumption concepts and needs are different from those after the 1980s and the 1990s. Then, we must find strategies that are suitable for China's development of the mainland so that we can really overcome "acclimatized".

In the increasingly competitive Chinese market, the British brand mentioned in the article can not adapt to the changes of the environment and make adjustment strategy to copy the original business mode.

The development of cold seems to be expected.