Will sell a delegate the product of level of top class design with civilian price, the assurance that relies on pair of fashionable tide and the control that supply chain downstream accuse, deduce this one mode the degree of reach the limit, h&M is held in both hands accordingly by the heat of city white-collar.
　　 H&M can walk along class Buddhist nun path railway
Had not been in Beijing in H&M brand when set up shop is spread, beijing white-collar has the thing of the tide that goes to Shanghai buying H&M by air on a special trip. Have in happy net at that time poll first so, ask " Beijing white-collar hits a plane to go to Shanghai buying H&M brand, how do you look? “ and the netizen of 9% expresses “ driving this kind of tide is normal “ ; The netizen of 16% expresses " what is H&M " ; The netizen of 23% expresses “ this white-collar is richer “ ; The netizen of 12% (it is Shanghai netizen probably) express “ pitiful Beijing younger sister “ ; The netizen of 7% expresses “ who gives plane bill submit an expense account “ ; The netizen of 33% expresses “ as to “ . More person expresses: "H&M and in those days road and brand of fashionable dress of a lot of Hong Kong and Taiwan just entered class Buddhist nun the mainland when about the same. “H&M and in those days road and brand of fashionable dress of a lot of Hong Kong and Taiwan just entered class Buddhist nun the mainland when about the same..
The whole world that comes from Sweden is the greatest one of fashionable dress distributors H&M brand, be in Swedish in be “ she and he “ meaning. Since the first brand shop garrisoned Shanghai in April 2007 sea route of the Huaihe River, two years H&M already built 13 branches in chinese mainland. 2007 when the start business of store of Hong Kong head of H&M, the reporter has seen the person that queues up to try the dress is squeezed into the case of with filling cake personally. And the H&M shop reporter of the practice that is in Beijing this year also experiences more miserable condition, every passageway trying the garment with “ Z “ word platoon rose to grow senior team, the person that buys the clothes should wait for ability on 40 minutes to try the dress. In Chinese costume market, costly case is proved to be market fixed position of failure. Nevertheless, have more and more clients when it when, also accumulated a brand commonplace the venture that turn.
The opinion on public affairs of brand expert is: “Financial crisis should be less than the concussion to the poor far to the concussion of wealthy person, wealthy person still has money to enjoy luxury, this agreed with the brand fixed position of ZARA, and poor consumption is cut, the brand that will naturally locate so to H&M produces very big effect. The brand that will naturally locate so to H&M produces very big effect..
Actually, already somebody begins to oppugn H&M heat to be able to be denied evolve into " fastfood vogue " , after passing to the enthusiasm of H&M, before whether can the speed of rapid dilate make it final reduce this “ class Buddhist nun road “ destiny, become cheap low end brand? Although H&M is bustling nowadays, want compared with the brand such as ZARA, Esprit, Uniqlo, MNG hot, compare with the small company look of these competitive mode close in fact, h&M " can fire how long " the risk is the time bomb with the deepest bury however.
　　 Small company is mostly “ copy “ come out
Annual Milan or on the news briefing of week of Parisian fashionable dress, fastening those who think to sit below T stage is Amani the stylist of big shop sign with other perhaps subordinate famous brand, in fact, these have a lot of to come from H&M in the audience. Nevertheless, the business that also has brand of ZARA, MNG in fact is emissary. They pass through the camera lens of digital camera, deploy giant design team, staring at T stage closely to be duped the new fund that red brand just appears on the market the most quickly after 6 months is premonitory, with 2 complete a design to 5 weeks, roll out in global brand shop. Perhaps you just bought today, be the newest design that tomorrow Dior, Valentino should appear on the market. Will tell normally, the time that they need a few days only can complete the originality work of the attire to a star or Great Master of a top class dress imitate. This is not the patent of H&M, the competitive mode that this is likeness of brand of ZARA, MNG, H&M, nevertheless, these brands have perfect law to guarantee a system mostly, the profit that holds high among them also uses compensate to pay those “ the world dress is copied greatly “ after the tort lawsuit later is sessional adjudge. The mode of brand of ZARA, MNG, H&M depends on " copy also should copy so that have a color " . The product cycle of these brands is very short, and the product with popular more element, the cycle that offer money is shorter.
The commercial pattern of H&M is in the whole world is very unified, besides in middle east enlighten do obeisance to and other places, outside be being restricted as a result of local policy, it is the mode of straight battalion inn entirely. H&M does not go after mainland to change, global design very close, price hasten is the same as. But actual condition is, domestic consumer demand is individual. In two shop of Beijing, of the style of dress and new York about the same, design concept also did not come in and go out. The reporter is worn in layer and one 2 dress on, with Euramerican and common condole belt evening dress is much, the style of a lot of dresses also is full of western element, bold and dew is appeared. Xidan store sales member also calm bear: "The design of H&M too Europeanize, some dresses too halfback, cannot wearing at ordinary times, the dress sale status with a few conservative styles is better instead. The dress sale status with a few conservative styles is better instead..
It is reported, h&M ever had eaten natural environment disaffected to have a deficit when entering neighbour Denmark market. Although almost the language is likeness, but the difference as a result of system of Danish retail trade, h&M cost time of 10 years to just score gain in Danish market almost.
　　 Modern dress tycoon enters Chinese market
And although do not have ZARA,actually the problem of H&M depends on expensive, but fast without ZARA also. The main fund such as black trousers and white shirt is according to popularity of in former years the trend shifts to an earlier date one year or of the sheet below half an year, besides the fast shipment kongfu that those popular elements jump over much product to jump over test brand enterprise. Small company is mostly produce from the design so carry manufacturing time to be 12 days the most quickly, this ZARA can be accomplished, and H&M uses 20 days.
Meanwhile, reduced cost through reducing middleman segment. ZARA of no less than, Esprit, Uniqlo, MNG is same, after terminal and research and development mastering in the hand, what the biggest exercise to benefit the internal organs depends on supplying catenary content to shed management is quick with economic cost respect. And the product line as a result of H&M is very much, series is very rich, look more peddle type brand like the quantity, emphasize oneself fashionable advantage, this as good as manages the trouble of cost and freight inventory at increasing a product.
It is reported, china is the bridgehead of H&M Asia strategy. Sale of H&M whole world made an appointment with nine yuan of RMB 2008, china sells contribution to have 770 million yuan of RMB only. Although H&M begins to increase pair of Asias especially of Chinese market purchase strength, the hope reduces fixed costs further below economic crisis, from the Asia cheap the profit space that finds hard even more in labour force, but the low cost advantage that the dollar goes weak or weakened it. Its 2009 outstanding achievement is cruel first quarter the profit before giving tax glides 12.6% , this also is first net gain that H&M is experienced 5 years glide. And group of its competitor Inditex, depend on its at hand high-grade brand ZARA, profit grew 0.2% however first quarter.
While H&M is increasing Chinese market to extend, regular meeting intensifies to Chinese market purchase strength, nevertheless, after wanting to designing respect of research and development to respect Chinese market demand only, style of kinds or types of goods can become certainly not so “ former juice raw ingredient “ , back-to-back come down, the mythological position in memory of consumer of China of H&M brand former preexistence can be cut down.
“Market of Chinese dress brand from beginning to end with 3 to 5 years of fire a batch of new brands, 5 die to 7 years the posture of a few old brands develops forth. The class Buddhist nun that was like fire to cross a head road, and the Ai Ge later, attaching, always be body is revealed ‘ hind the billow before billow is pushed ‘ trend. With the others tycoon of industry of a few garment enters cautious attitude of China to be compared, h&M brand can say is fire is gotten ‘ very foolish very innocent ‘ . “ an expert of brand of senior China dress says, “Than the client management of Esprit, h&M advances step without firm market, than the low-key higher-priced of ZARA, h&M appears be without par advantage, those who compare Uniqlo is simple and practical for, h&M is like a variety shop, specific heat is hot special MNG, h&M appears bland again. H&M appears bland again..
13 inn outstanding achievement of 770 million yuan of commerce, namely average month outstanding achievement is only store 5 million RMB, it is very pretty good outstanding achievement. Nevertheless, brand of high end of a lot of abroad is defeated to die at this in China acupuncture point, as the laid of the growth of the sale and branch, these brands that locate at high price can be forced to depreciate only, was immersed in awkward condition subsequently: The brand loyalty that hurt high-end client is spent, in cannot be being built again low end the client‘s brand is approbated degree. Perhaps comment on H&M brand so now, still be vogue early.