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The Swedish Fashion Brand Is Bullish On The Civilian Route Crisis

2009/2/18 0:00:00 10228

At the end of January, H & M formally announced that the first Beijing store is now in preparation for Xidan's Joy City and will be opened in spring. This has attracted the attention of people. In the face of the depression of the global economy, it still confidently enters the Chinese market. Has the era of cheap big names arrived? As early as in the early January, people noticed that the corner of the first floor of the city was surrounded by H & M signs. In January 29th, H & m officially announced that the company plans to set up 225 stores in the world in 2009. The first Beijing store is now being prepared in Xidan, and will be opened in spring. In the past half a year's speculation on the "bean paste" website, "when is H&M going to have a heated debate on where to open stores in Beijing?" It also drew a rest at the moment. What's the origin of H & M? How did it come to Beijing when its first storefront arrived? In the face of the depression of the global economy, it still confidently enters the Chinese market? H. H. & M., a Swedish fashion company, is also the largest apparel retailer in Europe. Although its reputation is no less than that of luxury goods, its route is cheap and fashionable, but its rise is also closely related to luxury brands. H&M, led by ZARA, C&A and GAP, is known as the "regular army" clothing brand. During the first 07 years to the first half of 08 years, when luxury brands were still planning their luxurious empire in China's local market, they did not expect a fierce global financial crisis in October 08. Such lifestyles and economic models, which both rich and poor are flocking, are staged on various continents, and this has also benefited the enterprises like the H & M. The latest performance report of H & M shows that in the financial year ended November 30, 2008, the company's net profit was 15 billion 300 million Swedish kronor (1 US dollars or 8 kronor), an increase of 1 billion 700 million kronor, an increase of nearly 13% over the previous fiscal year. No doubt, under the financial crisis, the big price parity has gained the upper hand in the contest with luxury. Some people are interested in H&M and ZARA, C&A and GAP as "ocean Baleno". Because these brands are very cheap fashion brands abroad. Although in large and medium-sized cities in Europe and America, their stores are always adjacent to top brands such as Armani, and the store area is huge. On the Internet, there is a funny note: with the completion of the Beijing time of H & M, the four big Baleno companies have been successful in Beijing. However, for the women who are fond of chasing fashion and always have some petty bourgeoisie in their mind, and the money in their pockets is not very rich, it seems that the "Baleno ocean" has little impact on them. For women, clothing is the most easily obscene and obsolete thing. With a lot of silver, you can buy fashionable fashion items with big style. Why not? So, you can always see women in these stores who prefer to queue up with lengthy teams and try clothes, as well as panic buying scenes at the discount market. These brands also seem to be very good at using propaganda to catch women's hearts. ZARA invited the most popular Russian doll face supermodel SASHA to be the spokesperson for autumn and winter. H&M chose to cooperate with celebrities such as famous singer Madonna and CHANEL fashion director Carle Lagrange, which greatly enhanced brand awareness. H&M's recent craziness is the 08 autumn winter limit series launched by H&M and the famous Japanese designer Wakubo Rei in November 13th 08 years (Comme des Garcons H&M Series). It is said that on the day of the flagship store of H&M on Huaihai Road in Shanghai, women have reached the level of madness. Sales results were sold in 10 minutes of "light speed", becoming the first in the H&M global sales competition. Wang Xiaonan: editor in charge