H & ampM in 1947 Erling Persson V? ster？ S city was established. Today, H&; M sells clothes, accessories and cosmetics in more than 1500 stores around the world. Old H& is located in Storagan Street, Sweden; M shop is the first H & ampm store. The brand name of H & ampm is "H&", which is a combination of "Hennes" (Swedish meaning "she") women's brand and "Mauritz" men's brand, each with its initials. Rice.
Global fashion retail chain giant
Hennes & The name H & ampm may be rarely mentioned in Asia, but it is a household name in Europe. Based on sales volume, H & ampm is the largest clothing retailer in Europe, and its performance continues to rise even during the economic depression.
H & ampm can sweep the streets of Europe, thanks to the company's trinity concept of taking into account fashion, quality and price, as well as the policy of active expansion.
Parity can bring a lot.
Parity is H &；; The road that m has always chosen. The company was founded in 1947, and the founder is the father of current chairman Stefan persson. At that time, H & ampm focused on parity, because the retail industry in Sweden, like most European countries, was always dominated by expensive department stores, so H & ampm suddenly opened a big red disk in the market.
After Pearson joined the company at 1972, he hoped that the company would not only advertise low prices, but also increase the characteristics of fashion and quality. Although many people think that these characteristics can't exist in a brand at the same time, Pearson thinks the company can. Later, H & ampm advertised "providing fashion and quality at the most favorable price", which really gave the company another shot in the arm.
H & ampM stores have diversified products, providing basic clothes that are popular with male and female consumers and children, and selling cosmetics at the same time. The average price of clothes in the store is only 18 USD. The company believes that parity can enable consumers to go to the store to buy new products every year or even every season. This strategy is most attractive to 15 to 30-year-old female consumers, who once owned it, not forever, hoping to catch up with the fashion at any time.
In order to reduce costs and maintain parity strategy, H&; M doesn't have its own clothing factory, and its manufacturing is completely outsourced to 900 factories. In order to get the best price, the company carefully selects the outsourcing targets, and these factories are scattered in 2 1 countries with the lowest wages in the world. Due to proper cost control, although the price of the company's products is low, the gross profit can still be maintained at around 53%.
In addition to the price card, H &；; M also plays the Volkswagen card. The company regards fashion as perishable food and must keep it fresh at all times, so the company strives to minimize its inventory and keep new products flowing. Therefore, new ideas must be quickly transformed into clothes, so that consumers can quickly buy clothes on the shelves and display them on the streets as fresh and fashionable clothes.
In order to achieve this efficiency, all the clothes of the company are designed by 80 designers. The company works closely with suppliers to strictly control the whole process, and at the same time plays the role of importer, wholesaler and retailer, minimizing the number of people handling products and making the process more concise. H & ampm has shortened the time from design to putting on shelves, and the shortest time is only three weeks, which is one of the best in the industry. Therefore, the company has the ability to launch products that meet the cutting-edge fashion at any time.
In addition, the company analyzes the sales performance of each garment by country and store every day to know which products sell well. It needs to increase production immediately to make the supply of goods smoother. The company advertises that the store will replenish the products that consumers need most at present. In the spring of 2003, when H&'s flagship store opened in new york, due to the overcrowding, the company could even purchase goods every hour to meet the demand.
American Business Weekly recently commented that H&; M "redefines parity popularity", which confirms the possibility that the company thinks that price, popularity and quality can coexist.
Actively expand the territory.
H & ampm copied this three-in-one success equation to other markets. H & ampm comes from Sweden, but now its biggest market is in Germany. According to Forbes magazine, when Pearson took over the company from his father in 1982, H&; M had only 100 branches at that time, and most of them were in Sweden. Now the company's ambition has spread from Europe to America, with more than 800 branches in 14 countries. Last year, 88% of its turnover came from foreign markets. In 2003, the number of newly opened branches of the company is expected to reach 90. The expansion rate of the company in the past six years is about 75%, and now the goal is to enter a new country every two years.
April 12, Swedish fashion retail giant H&; M brand store officially opened in Huaihai Road, Shanghai, according to H&; M claimed that its single-store turnover reached 2 million yuan a day, equivalent to the sum of the daily sales of 200 China clothing brands.
Keith Wills, an American European retail market analyst, commented: "No European retailer can expand overseas so quickly and successfully."
Pearson said in an interview with Businessweek a few days ago that his father had questioned whether the company's expansion policy had gone too far. Sometimes he would ask Pearson, "Why are you in such a hurry?" After all, it was 29 years after his father founded the company that he opened his first foreign branch in London. Pearson said that his answer to his father was simple: "When you are hot, you can't stop and let the heat get cold."
Don't relax the details.
In addition to strategy, the implementation of details is also H &；; M is an indispensable factor for success. Nathan cockerell, a retail analyst in London, said: "H&; The operation mode of M is bargaining. "
Pearson looks and talks more like a financial expert than a retail tycoon. He personally controls the company's expenses. In order to reduce costs, Pearson even confiscated employees' mobile phones in the 1990s. At present, only a few executives in the company have mobile phones, and the company only encourages employees to take business class and taxis under special circumstances. Although we want to save money in small places, the company is very willing to give up on big things. H & ampm invests 4% of its revenue as marketing funds every year, and never relents in advertising, hiring famous photographers to appear.
The company believes that in H&; M shopping must be easy and interesting, so the company attaches great importance to store design and product decoration details. For example, window display H &；; The information conveyed by m, the information marked on clothes, the design of fitting room and so on. In order to make it easy for customers to find stores, the company must find the best location at all costs when planning the location of new branches. (News source: China Fashion Brand Network)
The brand of this enterprise ranks 10 1 in the top 500 world brands compiled by the World Brand Lab in 2006.
From 2007 to 2008, H&; M began to enter Chinese mainland, first in Shanghai and Nanjing.
There are five branches in Shanghai, namely Huaihai Road Store, Zhongshan Park Store, Dragon Dream Store, Zheng Da Plaza Store, 96 Plaza Store and Wujiaochang Store.
Nanjing has opened two branches, Shuiyoucheng Store and Jinlun Xintiandi Store.
At the end of 2008, H & ampm opened one branch in Shenzhen, Guangdong, Wuxi, Jiangsu and Changzhou, Jiangsu.
In April, 2009, H & ampm entered Beijing, and the first phase opened Qianmen Street Store and Xidan Joy City Store.
On April 24th, 2009, the fifth branch, Wujiaochang wanda plaza Store, opened in Shanghai.
June 2009 65438+ 10, H &；; M will be stationed in Hangzhou, and the first phase will be opened by Hangzhou Department Store and Hangzhou Yintai West Lake Store. In addition, H &；; M has signed a contract with Hangzhou China Resources Vientiane City Shopping Center and plans to open a third store in Hangzhou Vientiane City in March next year.
June165438+1October 65438+March 2009, H &；; M Hangzhou department store officially opened.
From June 5438 to February 2009, it was stationed on the second floor of Guangzhou Zhonghua Plaza, covering an area of 3,000 square meters, and was the main store in South China.
[Edit this paragraph] sims 2: H&; M wuxian fashion
Introduction of Swedish brand H & ampm:
H & ampm was founded in 1947 by Erling persson in V? ster？ S city was established. Today, H&; M sells clothes and cosmetics in more than 500 specialty stores around the world 1. Located in Sweden v? ster？ The first H& in the world is on Storagan Street in S city; M shop.
Must-read keywords for H & ampm fans:
* Chief designer of H & AMPM: Margarita Vandenbosch.
* H & ampm was founded in Sweden on 1947.
* Today, H &；; M has more than 65,438+0,500 stores in 28 countries around the world, selling clothes and cosmetics.
* H & ampm's business philosophy is "to provide fashion and quality at the most favorable price".
* H & ampm has nearly 100 designers, who cooperate with a team of 60 printmakers, about 100 buyers and some budget controllers to develop H & Clothing for men, women, children and teenagers.
* H & ampm also sells its own brand of cosmetics.
* H & ampm's chain stores have new products on the market every day.
* H & ampm also sells fashion through catalogues and the Internet. You can study in Sweden, Denmark, Finland, Norway, the Netherlands, Austria and H&; M Shop online shop shopping.
* H & ampm doesn't have any factories. Instead, it cooperates with about 700 independent suppliers mainly located in Asia and Europe.
* H & ampm has 20 production offices around the world.