Finally, I Can'T Sit Still! Sweden'S Fast Fashion Giant H&M Announced That It Will Enter Tmall In 2018.

In December 15th, Sweden was fast fashion giant.

Announced a strategic cooperation with Tmall, the group's core brand H&M clothing and H&M Home home will enter Tmall in 2018.

This is the first electricity sales channel opened by H&M in 2014 after opening its own online store hm.com.

The size of China's electricity supplier market is estimated to be about 2 billion. In the face of this huge cake, even if there are nearly 400 entity shops in China, H&M can't sit still. At last, it has changed its mind and opened the door to the new retail business.

"We are happy to make mainland Chinese consumers more accessible to H&M. Tmall is an important complement to our existing stores. We see great potential for growth in the future.

It will be an important part of the future. "

H&M group CEO Karl-Johan Persson said.

Previously, hm.com was the only online sales platform for H&M.

When Zara, UNIQLO, Forever21 and TOPSHOP and other fast fashion brands have been bully in Tmall's double eleven and promotions, H&M has been silent.

Magnus Olsson, general manager of H&M Greater China, explained to the interface news: "when we build online stores, we are also using a set of systems built by headquarters. It is better for H&M to build independently.

For example, the international image can be more unified and clearer, and it will be more rapid when acquiring relevant data, and the trend of analysis will be more rapid.

Indeed, H&M has a higher degree of control over self built online stores.

Both user interface and content design can be set according to the needs of the group.

For example, on the hm.com, users can see that the group's own online magazine is not entirely based on the sale of products, but will guide users to understand the brand.

In addition, when the H&M beauty line is not officially available, the online magazine indirectly exposures the product with the help of makeup tips.

However, to oneself

How can the control be free? Nor can it match the sales power of the channel provided by the electric giant.

On the day of November 11, 2017, Tmall's trading volume reached 168 billion 269 million. In the major electricity suppliers, Tmall sales were the highest in the whole network, accounting for 66.23% of the total network.

In the 1 minutes after zero, sales exceeded 100 million, becoming the fastest fashion brand.

During the double 11 period, Tmall built more than 60 smart stores in the 52 core business circles of 11 cities across the country, and nearly 100 thousand smart stores under the linkage line.

These smart stores will not only connect Tmall with payments, merchandise and membership data, but the smart screens in the store will interact with consumers in real time and complete online and offline drainage.

In addition to UNIQLO, it began in 2016.

It announced that it would slow down the pace of opening stores, increase the input of e-commerce channels, and repeatedly hit the top in Tmall's clothing sales.

In fact, H&M is not just seeing other brands in the business platform success examples, and the pressure brought to the store under the new retail environment has also had a certain negative impact on H&M.

according to

Group earnings data show that in fiscal year 2016, sales of H&M in China only recorded an increase of 5%, and by 2017, the situation is still not optimistic.

In the first 9 months, sales in the Chinese market increased by 8% compared with the same period last year, but still below the expected level.

It is easy to see the survival predicament of the entity from the sales volume. The number of stores in H&M 2016 grew to 4351 in the world, and the number in China is 444.

But in September of this year, H&M was withdrawing from Xidan's pleasure city in Beijing. It was found that there were two or three stores in the same city.

Today, H&M reached a cooperation agreement with Tmall when it was in trouble, and finally caught up with it.

Express train.

Earlier, H&M said in its earnings report that the group will continue to conquer online markets in India and other places in 2018, with the ultimate goal of providing H&M services in all market and wider market.

Tmall may be the first step in the layout of the Chinese market. It is reported that the next step will be to explore more cooperation with Tmall on new retail channels including cross-border and offline store experience.

More interesting reports, please pay attention.

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