The Spanformation Has Been Fruitful. H&M Has Attracted Tens Of Millions Of Passengers In Tmall For More Than 2 Months.

As of May 31st, H&M had just been in the sky for more than 2 months, and there were tens of millions of passengers.

In June 28th, H&M group released the 2018 financial year semi annual report. In the earnings report, H&M focused on the 2% increase in group sales and specially shared the feelings of Tmall.

"H&M performed very well on Tmall. Just 2 months from the sky, it attracted tens of millions of consumers to H&M Tmall flagship store. At the same time, H&M's good performance on Tmall has also stimulated H&M's sales in the Chinese market. " H&M's earnings report wrote.

It is understood that in March 21st, H&M group's main brand H&M and H&M HOME officially entered Tmall. As of May 31st, H&M was just 2 months old, and there were tens of millions of passengers.

For H&M's offline stores, "ten million" is a pretty big number. According to public information, Beijing's famous Joy City business circle in the physical store business is still booming 2013 years, the annual total passenger flow is only about 21 million people.

To make a comparison, the traffic volume of the Imperial Palace in Beijing in 2017 was 17 million, but H&M's Tmall flagship store only reached the Imperial Palace's annual traffic volume in 2 months.

Previously, as one of the world's four fast fashion, H&M sales slowed down, unable to catch up with the spanformation of Zara and UNIQLO.

Take UNIQLO as an example. In the first two years, after the functional explosive products of high cost performance were moved to the market, UNIQLO launched a series of celebrity celebrities in the past two years to increase the brand. fashion Look for new consumers. In addition, UNIQLO also attaches great importance to its largest overseas market, the Chinese market, and recognizes the attraction and importance of online shopping to Chinese consumers.

Like Zara, UNIQLO went to Tmall early, and spent nearly two years playing with Tmall in the new retail market.

Though H&M is the last heavenly weight of the heavenly cat. fashion The brand has just announced the news as its lowest point in 8 years' performance. "Heaven Cat" has been interpreted by many media as "H&M to seek signs of spanformation".

But judging from this latest financial report, H&M has taken a reassurance, and its spanformation has proved fruitful. At least H&M has been worried about the "passenger flow decline on the offline store business impact" has an effective solution.

This is what Magnus Olsson explained to the media about Tmall's attraction to H&M.

At the beginning of the 3 month, the H&M general manager of the Greater China region explained to the media why "H&M finally decided the cat". "Tmall is amazing. Before, consumers always go to Tmall to search for H&M, but they can't find it. We should actually be a cat. "

On the first day of the H&M Tmall store, about 3000000 people visited the shop (1/3 of the Swedish population). 2 months later, the figure was broken by tens of millions.