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    H&M 转型走上高端化路线?开设高端化门店

    文章出处:http://wh8848.com/ 作者:北京启航人服装有限公司人气:2189 发表时间:2018-9-30 9:59:13

    H&M 转型走上高端化路线?开设高端化门店

    北京启航人服装有限公司专业定制西服、校服、酒店工服、物业工服。咨询热线(同微信):13810160190


          RUIDIANKUAISHISHANGJUTOU H&MRIQIANZAIPINPAIFAYUANDIKAILEYIJIAQUANXINDEGAINIANMENDIAN,YISAOPINPAIPUTONGMENDIANYONGJI、HUOZALIANGDADECHUANTONGYINXIANG。

      H&M YIZAITONGGUOZHEICISHISHUIXIYINSHOURUGENGGAODEDANGDIRENQUN,DUIMUQIANZAIQUANQIUSHICHANGPUBIANCAIYONGDEXIANGDUIBIAOZHUNHUADESHANGPINTOUFANGMOSHIJINXINGBIANGE,SHIZHIGENGTIEHESUOZAISHICHANGDEXUQIUHEPIANHAO。H&M CHUANGSHIRENZHISUN、JITUAN CEO Karl-Johan Persson BIAOSHI:“WOMENBIXUTIGAOSHANGPINDEZHENGTIPINZHI,JIANSHAOMENDIANSHANGPINSHULIANG,CAIYONGGENGMEIDECHENLIEFANGSHI。WOMENXIWANGNENGYIYIZHONGGENGFUHEJINGJIXIAOYIDEFANGSHI,YONGGENGSHAODESHANGPINCHUANGZAOGENGDUODEXIAOSHOUE。”

      ZHEIJIAMENDIANZUOLUOYUSIDEGEERMO Karlaplan DEGAODUANXIAOFEIQU,MINGLIANGKUANCHANGDEDAKONGJIANZHITIGONGSHAOSHUJINGXUANDEFUZHUANG,GUKEGUANGDIANDETONGSHIHAINENGPINSHANGYIBEIYISHINONGSUOKAFEI,PINPAIFANGBUSHIHUIJUBANJINSHOUYAOGUKEKECANJIADEMENDIANHUODONG。XINMENDIANCHENLIECHUSHOUDEDUOSHI H&M QIXIAGAODUANCHANPINXIAN Trend HE Premium Quality DESHANGPIN,ZHEILIANGTIAOCHANPINXIANGUOQUDADUOZHINENGTONGGUODIANSHANGQUDAOGOUMAI。DANGDIREN Josefin Klegard BIAOSHI:“SHIJUESHANGKAN,ZHEIJIADIANHENYOUXIYINLI,SHANGPINXUANZEYEHEWODEXINYI。BIQIQITAMENDIAN,WOGENGYUANYILAIZHEIJIA。”

      高端化门店路线

      XINDEGAINIANMENDIANYETOULUZHEYIJIANSHI:H&M ZHENGZAIXIANGGAODUANHUALUXIANZHUANXING。

      H&M JITUANCHUANGXINZHIKU Laboratory ZHUGUAN Anna Tillberg BIAOSHI:“ZAIGENGUKEGOUTONGZHIHOU,WOMENXIANGYAOYINGZAOYIZHONGGENGWENNUAN、GENGSIRENHUADEGANJUE。”H&M JITUANYAOQINGLESIDEGEERMODEZHONGSHIGUKE,QIANWANGMENDIANCANYUYUJIAKEDENGDUOZHONGFENGFUDEHUODONG。

      PINPAIGUKE Mathilda Moncetti ZHICHU,XINDEGAINIANMENDIANJIRENYIHUANRANYIXINDEGANJUE,“MEIYOULAJI、SULIAO,YEMEIYOUBAOZHUANGDAI,ZHENGGESHINEIZHUANGHUANGYEXIANGSHISHENCHUSHECHIPINPAIDEMENDIAN。”

      H&M SHANGYEKAIFAHEXIANSHANGYEWUZHUGUAN Daniel Claesson BIAOSHI,XINDEZHUANGHUANGTUIDONGLEMENDIANXIAOSHOUEHEKELIULIANGDESHUANGSHUANGZENGZHANG,DANBINGWEIJICHUMINGQUESHUJU。CHULEZHEIJIAGAINIANMENDIANWAI,H&M JIHUAWEILAIZAIGENGDUODEMENDIANRONGRU“BENDIHUA”DELINIAN。MUQIAN,H&M YIJINGJIAKUAIGUANBIYEJIBUJIAMENDIANDESUDU,SHENZHIHUIJIANG H&M DEMENDIANZHONGXINZHUANGXIU,GENGHUANCHENGQIXIAQITAPINPAIDEMENDIAN,TONGSHIHAIJIANGBUFENCHANGGUI H&M MENDIANGAIWEIZHEKOUDIAN。H&M JITUANZAIJINNIAN2YUEBIAOSHI,XIWANGTONGDIANXIAOSHOUE(ZHIKAIZHANGYINIANJIYISHANGSHIJIANDEMENDIAN)NENGZAI2019NIANHUIFUZENGZHANG。

      JINGUAN H&M JITUANZHENGZAIJIJICAIQUCUOSHI,DANBUFENFENXISHIRENWEIZHEIXIEBIANDONG“LAIDETAICHI,LIDUYEBUGOUDA”。NUOWEITOUZIJIJIN Odin Fonder YIJINGSHOUCHUSUOCHIYOUDESUOYOU H&M JITUANGUQUAN,LIYOUSHI:BUQUEDING Karl-Johan Persson NENGFOUSHUNLIDAILINGJITUANDUGUOXINGYEDEDONGDANGSHIQI。“H&M JITUANBIXUZHISHAOGUANBI1000JIAMENDIAN,HAIYOUGENGDUODEMENDIANXUYAOFANXIN。”

      普通门店劣势明显,市场竞争激烈

      ZAIJINGGUOJINSHINIANDEFEISUZENGZHANGHOU,JINJINIAN H&M DEXIAOSHOUEYIZHITINGZHIBUQIAN。CHULEMIANDUILAIZI Zara DENGTONGXINGYEDEJINGZHENG,HAICHUXIANLEGENGDUOCAOZUOYUNYINGJIWEILINGHUODEJINGZHENGDUISHOU——ZHEIXIEPINPAIHEGONGSINENGGENJUZHENGTILINGSHOUHUANJINGXUNSUDIAOZHENGZHANLVE。PINPAIMUGONGSI Hennes & Mauritz AB(YIXIAJIANCHENG“H&M JITUAN”)ZAI2015NIAN2YUECHUANGXIA363.8DANMAIKELANG/GUDELISHIGAOJIA,CIHOUYILUXIADIEZHI9YUE25RIBISHIDE147.74DANMAIKELANG/GU,SUOSHUIJINSANFENZHIER。

      JIEZHIJINNIAN5YUEDI,H&M JITUANZAIQUANQIU69GEGUOJIAYUNYINGYOU4801JIAMENDIAN,SHIQUANQIUDIERDASHIZHUANGLINGSHOUSHANG,JINCIYUXIBANYASHISHANGJUTOU Inditex。ZAIXIAOSHOUEZENGZHANGFANGHUANDETONGSHI,H&M HAICUNZAIYANZHONGDEKUCUNJIYAWENTI,ZONGJIAZHIYUEWEI41YIMEIYUAN。2018CAINIANDISANJIDU,H&M JITUANDEXIAOSHOUEHUIFUZENGZHANG,DANFENXISHIRENWEI,XIAOSHOUEZENGZHANGDEZHUYAOYUANYINSHIJITUANXIADIAOJIAGEQINGKUCUN,ZHEIYIJUECETUIDONGLEXIAOSHOUEZENGZHANG,DANYINGXIANGLELIRUNLV。H&M PINPAIWEIJITUANGONGXIANLECHAO90%DEXIAOSHOUE。

      JINNIANYIYUE,H&M JITUANCHENGREN,H&M PINPAIMENDIANCHUXIANLEYIXIEWENTI。JITUANGAOGUANBIAOSHI,YINZHUANZHUYUDAZAOXIANSHANGQUDAO,JIKAIFAQI COS、Arket DENGBATIAOXINDECHANPINXIAN,HULVELE H&M MENDIANDEJIANKANGYUNYING。BUSHAOXIAOFEIZHEBIAOSHI,H&M RUCAISHICHANGYIBANYONGJIHENAOHONGHONGDEGOUWUHUANJING,DAOZHIZIJIZHUANXIANGQITALINGSHOUSHANG。NIANJIN21SUIDE Nicole Archie BIAOSHI:“DUIWUCHAOJIZHANG,WOJIUZAIKAOJINXIEJIADEZHANGDENGSHANGZUOLEYIHUI,ZHOUWEIDEDISHANGDOUSHICHANRAOZAIYIQIDEXIEDAI。ZHEIMELUANDEQINGKUANGXIABUKENENGMAIDAOXIHUANDEXIEZI。”

      ZHEIXIELIESHIRANGZHUIQIUSHUSHIMENDIANHUANJINGHUOXINQITIYANDEXIAOFEIZHEBUZAIZOUJIN H&M DEMENDIAN,XUANZETIGONGYOUZHIKEHUTIYANDELINGSHOUSHANG。Inditex GUANBIXIAOXING Zara MENDIAN,ZAIGENGDUOGAODUANXIAOFEIDIQUKAISHEKONGJIANKUANCHANGLIANGTANGDEDAXINGMENDIAN,TONGSHIJIJITUIDONGXIANSHANGXIANXIARONGHE,ZAISUOYOUMENDIANANZHUANGRF SHEPINSHIBIEJISHU)XITONG,HAIYUJINNIAN4YUEZAIQUANQIU120JIAQIJIANDIANZHONGTUICHUZENGQIANGXIANSHI(AR)FUZHUANGZHANSHIGONGNENG Zara AR,TUIDONGXIAOSHOUEZENGZHANG。

      MEIGUOGAODUANBAIHUO Nordstrom ZEZAILUOSHANJIDENGDIKAISHEXIAOXINGMENDIAN,TIGONGBAODAIXIUFU、GUOZHIBA、MEIJIADENGFUWU,GUKEKEYIZAIMENDIANNEISHICHUANFUZHUANG,ZAIXUANDINGSHANGPINHOU,ZAOXINGSHIHUICONGQITA Nordstrom MENDIANHUOWANGZHANDIAOHUO。

      MEIGUOQINGSHAONIANSHISHANGPINPAI Abercrombie&Fitch XUANZEGUANBIBIAOXIANJIAOCHADEMENDIAN,TOUZIKAISHEKAIFANGSHIKONGJIANDEXIAOXINGMENDIAN,ZHEIXIEMENDIANYOUGENGDADESHIYIJIAN,NEIBUGUANGXIANKEYOUGUKEZIXINGDIAOZHENG,CIWAIHAITIGONGSHOUJICHONGDIANFUWU。

      MEIGUOQINGSHAONIANFUZHUANGLINGSHOUSHANG American Eagle Outfitters ZEKAILEYIJIATEBIEDEMENDIAN,TIGONGDINGZHINIUZIKUHEZIZHUXIYIDENGFUWUXIANGMU。DIANNEIHAISHEYOU Maker’s Shop,XIAOFEIZHEKEYIANZHAOZIJIDEXIHAOHECHICUN,DINGZHIGEXINGHUADEDECHANPIN。



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