TOPSHOP Borrows Electricity Supplier To Enter China "Divide Food" Fast Fashion

After trial operation for half a month, TOPSHOP, a fast fashion giant in Britain, has officially entered the Shang pin network.

Although the exclusive entry of the high street brand is expected to become a trump card for Shang pin's impact on the fashion market, it remains to be seen whether the high priced TOPSHOP can make waves in the Chinese market.

CEO

It said that the reason why we can get TOPSHOP's favor is that Shang pin net is located in the fashion business, and there is a professional fashion team to help TOPSHOP develop the whole market together, and the future product network will also hand in more fashion brands into the Chinese market.

TOPSHOP also said that Shang pin is a trustworthy partner.

Prior to its formal entry, Shang pin has launched a preheating campaign for TOPSHOP on the website from hunger marketing in September 10th.

Shang pin net introduced that during the trial operation, a variety of commodities sold in 8 hours were sold out, and the sales rate was up to 80%.

After the official launch, the group of buyers will continue to pick up goods from abroad every Tuesday, which will be synchronized with the UK.

However, although TOPSHOP enjoys the reputation of high street, fashion and crowned king in the international market, ZARA and H&M, who are also fast fashion giants of the world, have already hit the Chinese market.

In the industry view, at this time, the Chinese market TOPSHOP can grab much cake, is still unknown.

In fact, TOPSHOP has tried many times to enter the Chinese market, but the result is not good.

At present, there are still no direct stores in mainland China, and the only two distributors are located in Beijing Yau Tang shopping center and Shenzhen golden Guanghua Plaza.

In the industry

The four fast fashion brands of ZARA, H&M, GAP and UNIQLO have eaten most of the fast fashion market in China, and have achieved high penetration, not only in the first tier cities, but also in three or four tier cities.

Such a market environment is rather worrying for the TOPSHOP with a higher price.

Most of the users of fast fashion brands are price sensitive customers. The Beijing Commercial Daily reporter found that, compared to the H&M parity strategy, the price of a lattice shirt to 390 yuan and a pair of trousers to 750 yuan is obviously higher than that of TOPSHOP.

This way is still seen as a high-profile test before TOPSHOP fully entered China.

Statistics show that the number of registered users in 2010 was over 2 million in 2011, and the growth rate exceeded 200% in each quarter.

Compared to Tmall, Jingdong and other large electricity providers, the smaller volume of Shang pin network can not bring much user volume to TOPSHOP, but in Zhao Shicheng's view, cooperation with TOPSHOP pays more attention to long-term benefits.

After entering the Shang pin network, the two sides will continue to communicate and strive to achieve localization and attract more.

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