H&M Trapped Stock Anxiety Is Too High For China'S Clothing Market To Save Online.

H&M, a fast fashion giant, finds that the slums are cheap enough to catch up with the times.

With the upgrading of China's consumer market, people are seeking to reduce the heat of low price clothing, and the high cost performance has become a new fashion trend.

H&M's fast fashion road is blocked.

In the first quarter of 2018, sales of H&m decreased by 1.5%, from 54 billion 369 million kronor to 53 billion 554 million kronor, and sales of physical stores fell sharply.

H&M's expectations for China's clothing market are high and disappointing.

Statistics show that in the first three quarters of 2018, H&M inventories reached $4 billion a month, an increase of 13% over the same period last year, accounting for 31.9% of H&M sales. Compared with the same period last year, the increase in 3.7%. was more and more frequent and the discount was exposed to H&M's anxiety.

Group pformation, from offline stores to online development, has become the future development path of garment enterprises.

Online sales save H&M

H&M in order to catch up with the trend of Internet online payment, establish online shopping mall and cooperate with Tmall to open online flagship store, H&M's performance has gone straight up.

Data released in 2019 showed that its sales rose 5% to 156 billion 200 million yuan over the same period, and the revenue of online channels increased by 22%, accounting for 14.5% of total H&M sales.

The inestimable value of the online market has brought the H&M performance of the plight back to spring.

Fashion tycoons still have great potential for development.

Limited areas, precise positioning of consumer groups

H&M, who got a bumper harvest in the Internet market, finally got the energy to start innovating products.

Divide the group's important market and sell different garments respectively.

According to the preferences of customers in various regions, the clothing is improved and sold, and the regional Limited clothing series is set up with strong regional cultural characteristics to attract more local consumers.

In the fourth quarter of 2018, H&M gained a lot in various markets. Compared with the first quarter, the H&M after pformation was very effective.

Data show that the Chinese market, the British market, the India and the Russian market achieved 24%, 38%, 43% and 27% respectively.

Accurate product design helps H&M have a more accurate customer base. The costumes with special characteristics also attract customers who want to understand their customs. Regional Limited clothing helps H&M further expand its market and stabilize its customer base.

H&M's self rescue is a successful case. It provides ample pformation experience to the clothing market of the entity store, and forms the industrial chain under the line and offline to sell it, thus becoming the future development direction of the clothing market.

Products keep up with fashion trends and keep pace with consumer demand, which has become an important core point for clothing brands to break through sales difficulties.

In the past year, H&M, who stepped out of the "cold current", should step up the development of the market. Connecting with the popularity of the Internet and further opening up consumer customers is the most important thing for H&M in 2019.