Fashion Ikea: H & M's "fast Retailing" Way-h & M, Marketing - The Apparel

M-type society "Blue Ocean": fashion IKEA

2008 4 12, the morning of this day more unusual, Shanghai Huaihai Middle Road will be lined up early in tens of meters long queues, regardless of sex, which are excited intolerable surge waiting to rush into the store ... ..., what makes people so crazy? There is no doubt that this is the world's fashion elite cheap H & M at the China mainland massive debut, without exception, who looked excited to tell you: it is not just a cheap fashion, fashion is the myth of civilians! It not only indicates that the combination of low prevalence will lead to a new round of shopping frenzy, but that H & M entered the Chinese market, determination and strategy, they expect in the near future, as they uphold the business philosophy of the Swedish Association of IKEA , to be as popular in China, like the Nordic furniture, through "variety, cheap, small amount of" product rule quickly occupied the Chinese young people's wardrobe.

Japan's strategic management guru Kenichi lot of money that the community has started to M-type social transformation. The so-called M-type society is rich in the trend of globalization in the digital world is flush with the world of money, wealth, rising fast; the other hand, the middle class as a reallocation of resources due to loss of competitiveness and reduced to middle and lower classes. Distribution of wealth in society as a whole, suddenly has a great piece in the middle of the gap. With Like the font, the whole world was divided into three, left the poor become more and more to the right of women also changed. The middle part of a "collapse." M society consumers are starting to go in two directions. The resulting consumer market also save money in both directions to the luxury and diversion. In the luxury model, consumers buy high quality at high prices and meet the emotional needs of products and services. Luxury consumption in China in recent years the amount of the increase was highlighted as a type of consumer demand; 2 in the cheaper model, as much as possible to find low-cost consumer goods. Because in the M-class society to another, from the economic pressure makes them more like low-cost products, but high-quality products they have a strong desire to purchase.

Consumers under the M-type characteristics of the community has undergone significant change, the poor getting poorer and the rich in the M-type society has become an indisputable fact. Two consumers have different consumption characteristics:

1, a number of luxury goods by the rich groups to show their status, wealth, they belong to the minority community, many businesses will also become the undisputed crowd. Wharton's "pyramid of wealth under the" research also shows that the majority of enterprises from the community to get more wealth.

2, collapse of middle-class emotional needs. To face the increasing competition, the middle class face of the mortgage, education, medical and many other social pressures, lack of social resources in support of the case, the bottom began to drop as the community. Their high level of education, the pursuit of high quality of life, but as revenue declines, a luxury they have been elusive, so instead the pursuit of cheap quality products.

3, pyramid bottom of huge wealth. In the M-type society, the other end, that is, most people layer, contains a great wealth of future business. Now the world known as the BRICs, China, Brazil, Russia and India, has become the world's new growth business growth. These countries are not at the rapid economic development, is in a period of economic revitalization. Most people in these countries, the other side of M-type society, but because of the number of the majority, it has a very strong potential, which became the M-one of the salient features of the community.

H & M Fashion Group, see M is the social structure of society and consumers change, seeking to find such a balance, creating a "cheap fashion" Clothing Brand positioning. The use of luxury fashion and quality varied parity with the public together to achieve a sale like the McDonald's burger as "fashion"; its joined by designers, Supermodel Endorsement, limited edition high-end way of enhancing its brand image, creating a competitive fashion industry's new blue ocean. The adoption of OEM, focused logistics, reduce cycle time and other marketing means to achieve rapid sales of parity.

H & M's history dates back to 1947, when, in Northern Europe, Sweden, was the medieval culture, trade, treasure city of Vasteras center opened a company called "Hennes"'s clothing store, With reasonable price and high quality apparel and fashion, so that customers congratulations; in 1968, Hennes M "MauritzWidforss" store, store name to Hennes & Mquritz

by: gaga

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