Apart From Other Brands Of UNIQLO, Are They Accompanied?

In August this year, there were media reports that the world's 90% fast fashion brands had already opened shop in Tmall, including UNIQLO, GU, Muji, ZARA, Gap, Topshop, Forever21, C&A,

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In addition, according to public information, as of October this year, Tmall international has entered 5400 brands in 25 countries, and has reached 12 cooperation with national governments and regions.

There is no doubt that Tmall has achieved considerable success in bringing together the world's massive commodities and many brands. Consumers can choose between richer and higher quality products.

However, some businessmen pointed out that international brands will inevitably fall into the awkward situation of "accompany running" in this year's 11.

"From the daily operation, we can see the clues. Double 11 holding high the banner of globalization will highlight this contradiction."

Many international brands are specific to double 11.

I don't understand.

He Zekun, head of China's Jack Wolfskin, introduced to the billion power network: "big promotion will support international brands, but the specific method has not yet been set. Tmall has not informed us yet."

The two brands of lower UNIQLO and GU in Japan's Xun clothing company clearly illustrate everything.

Entering the double 11 pre-sale conference hall, we found that UNIQLO was pformed into the "screen bully" of the clothing section, and occupied the first display place for a long time.

Not only that, UNIQLO occupies the most important position in the women's wear sub field, and it shows up in the whole network.

Look at the calendar month of 2015.

The list of new brands has not changed the original sales pattern of Tmall, and few international brands have entered the top ten list of the relevant categories.

"Tmall has the ability to introduce high - quality brands abroad," the industry said. "But it's not true that a large number of goods want to be a household name.

On the platform such as Taobao and Tmall, any exposure resources are required to bring corresponding sales and output, and many international brands do not adapt to this environment that requires rapid sales results.

The double 11 promotion is undoubtedly the biggest exposure of the whole year and the biggest chasing of sales volume.

From 50 million in 2007 to 51 billion 700 million in 2015, it only took 7 years to say that this year's sales target is 80 billion yuan.

A clothing trader believes that in this case, Tmall's strategy is to set up benchmarks and provide an important position for the two 11 venues to the international brands that are bright and proven to be able to get huge sales volume, and continue to create the myth of sales by using the huge volume of the 11 double market.

The consequence of this strategy is that there is no relationship between double 11 promotion and most new international brands.