H&M Style Change: No "Mai Fashion" Sells "Chinese Cabbage"

The Swedish H&M landed in Beijing and was greeted by consumers. To change the fashion big want 360 ° implementation style conversion. Abandoned the former model of multiple models, and changed to a small amount of money, quickly introduce new fashion, in order to reduce inventory.

The Swedish H&M landed in Beijing and was greeted by consumers. To change the fashion big want 360 ° implementation style conversion. Abandoned the former model of multiple models, and changed to a small amount of money, quickly introduce new fashion, in order to reduce inventory.

Beijingers used the “buy-up of Dongkuang cabbage” to describe the overcrowding of H&M stores. The opening of Xidan Joy City Store on April 30th was the same, as was the opening shop of the previous week. But Lex Keijser, general manager of H&M China, said: “This scene is not uncommon for me. There are similar situations in the H&M stores in other parts of the world.” This is true, 49 yuan skirt, 99 yuan Shirts, trousers, this price is so tempting. You know, this is a fashion brand working with top designers such as Karl Lagerfeld and Kawakubo, Madonna, Kate Moss, Maldini and other superstars. If you are willing to squeeze, you can buy at a very low price. Perhaps the most popular fashion in the season is that everyone thinks so. Even if the queue has long queued up, people are still entering.

Recently, people always asked Mr. Lex Keijser a question, “How much is the turnover of the front door shop opened on the same day?” Located on Qianmen Street, Beijing’s most prosperous commercial street, is H&M's first store in Beijing, Lex. Mr. Keijser always politely refused to answer. The reason why people are so interested in this number is that in 2007, when H&M entered the Chinese market, it created a single-day single-store turnover of 2 million yuan in Shanghai. This figure is 200 Chinese clothing brand daily sales. The sum of the sum, people are looking forward to H&M's next record. H&M is always creating sales miracles, but its magic is not mysterious: cheap prices, stylish design. These are all rules that are known to the fashion industry. The only difference is that H&M has combined these two points, and people have taken the code name “Fast Fashion” for this combination.

It is said that the clerk loves working at H&M because there are new fashion stores every day. One of the secrets of H&M's ability to stay on the forefront of fashion is to quickly launch new models. H&M has a large number of designers who are concerned about popular trends around the world and are rushing to major fashion shows and fashion celebrations. After absorbing these trends, they are shortest. In the same period of time, similar products are designed, and sometimes the collected information can be transformed into production samples and sent to the factory within one day. In addition, its lead time (the time required from design to sale of a piece of clothing) is only about 20 days, and most companies in the industry have lead time of several months or even one year. Mr. Lang Xianping once conducted a survey on the fashion industry and concluded that “on average, the apparel industry will devaluate 0.7% when it is sold one day later. As long as it is sold 10 days in advance and 7% is depreciated, gross margin will increase by 13%. %, Who can reduce the lead time, whoever will be able to make profit" conclusion.

In addition to being fast and cheap, H&M is another magic weapon. H&M, who believes in the philosophy of “be a follower of fashion,” does not need to create fashion, and it spends less on design costs than those luxury brands, plus cheap fabrics and Production outsourcing, all of which can control costs at the source, even if compared with the same fast fashion ZARA, the cost is also cheaper 30% -50%. Of course, this also brought a lot of criticism to H & M, for example, Lack of creativity, plagiarism, poor quality fabrics, and even brands such as H&M are collectively referred to as “McFashion,” saying that just like McDonald's, consumers and the mainstream society lose their independence and individualism.

However, this does not prevent H&M from making a lot of money. This fashion brand founded by Erling Persson in Sweden in 1947 has more than 1700 stores in 34 countries. Ranked first in the European retail industry's most valuable brands list released by brand consultancy company Interbrand, with a brand value of up to 11 billion euros, followed by France’s Carrefour, while its old rival ZARA was ranked at 4.4 billion euros. Fives.

There is a folk saying that 80% of Europeans have H&M clothes in their wardrobes. In China, this number may not even reach 8%. Lex Keijser, who has spent 40 years in the fashion industry and 20 in H&M. The Dutchman described the H&M China as a baby. In the past two years, 18 stores have been established in China. The growth rate of this baby is not slow. “If 1.3 billion Chinese people can come to our shop to buy things, I will be very happy.” Mr. Lex Keijser's remarks should be Not casually speaking, in the H&M store, from baby clothes to maternity clothes can be found. Imagine a person who has been wearing H&M in infancy. What kind of clothes would he choose when he was grown up?

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