H&M is optimistic about the crisis in Beijing’s “Occitan’s Road” crisis

At the end of January, H&M officially announced that the first Beijing store is currently under preparation in Joy City, Xidan, and will be opened in the spring. This move has aroused the attention of the people. Under the backdrop of the global economy facing a depression, it still continues to enter the Chinese market with confidence. Has the era of cheap big names come?

Comme des Garcons × H&M Collection

At the end of January, H&M officially announced that the first Beijing store is currently under preparation in Joy City, Xidan, and will be opened in the spring. This move has aroused the attention of the people. Under the backdrop of the global economy facing a depression, it still continues to enter the Chinese market with confidence. Has the era of cheap big names come?

As early as the beginning of January, people noticed that a corner of the ground floor of Joy City enclosed the curtain of the H&M logo. On January 29, H&M officially announced on the same day that the company plans to add 225 stores worldwide in 2009. The first Beijing store is currently under preparation for Joy City in Xidan and will be opened in the spring. In the watercress online speculation about the past six months, "when H&M is going to open a store in Beijing where the heated debate." At this moment also painted a pause.

Where does H&M come from, and its first store in Beijing will attract people's attention? With the global economy facing a depression, is it still confident to enter the Chinese market?

H&M, full name Hennes & Mauritz, is a fashion company from Sweden and Europe’s largest clothing retailer. Although its name is loud enough to be associated with luxury brands, it’s a cheap and stylish route. Its rise is also inextricably linked to the big brands of luxury goods, headed by H&M, ZARA, C&A, GAP, which are all known as “regular military” apparel brands that are famous for copying big-name styles.

From mid-2007 to the first half of 2008, when luxury brands were still ambitious planning their luxury empire in the Chinese home market, they did not expect a fierce global financial crisis in October 2008. Low-cost living, which has nothing to do with the middle class, has become globally popular. This kind of life style and economic model, which no matter how poor or rich, are rushed to take place in various continents, and this has also made companies like H&M take the cheaper fashion route as beneficiaries. H&M's latest performance report shows that in the fiscal year ended on November 30, 2008, the company’s net profit was 15.3 billion Swedish kronor (one US dollar is equivalent to eight Swedish kronor), an increase of 1.7 billion kroner from the previous fiscal year. Nearly 13%.

Undoubtedly, under the financial crisis, the big-name low-price game stood in the balance with the big-name luxury.

H&M and ZARA, C&A, and GAP are also known as “Foreign Baleno”. Because these brands are very cheap fashion brands abroad. Although in the large and medium-sized cities of Europe and the United States, their specialty stores are always located adjacent to top brands such as Armani, and their storefronts are very large. Seeing people's joking messages on the Internet: With the finalization of H&M's arrival in Beijing, the next four “Ocean-Banner Roads” are considered to be a victory in Beijing.

However, for those women who are keen on chasing fashion, have always had a petty bourgeoisie, and don’t have too much money in their pockets, it seems that they have little influence on the name of “Milan”. For women, clothing is the easiest thing to get used to. If you buy a fashion item with a big brand with less money, why not do it? So, you can always see in these storefronts the spectacular scenes where women would prefer long queues and try on clothes, as well as the frantic rush to buy at the discount market.

And these brands also seem to be very good at using publicity to seize the hearts of women. ZARA invited the most popular Russian baby face supermodel SASHA to become the spokesperson of the autumn and winter image, H&M had chosen to cooperate with the famous singers Madonna, CHANEL fashion director Karl - Lagerfeld and other celebrities, which greatly enhanced the brand awareness.

H&M’s recent madness began on November 13th, 2008. H&M collaborated with Japan’s famous designer Kawakubo to launch the Autumn/Winter 08 Limited Series (Comme des Garcons × H&M series). It is said that on the day of the H&M flagship store on Huaihai Road in Shanghai, women have reached a level of madness. The “Speed ​​of Light” with a sales performance that was sold out in 10 minutes became the first place in H&M’s global sales competition.