How About The Current Situation Of H & M Stores In Zhengzhou And Xi'An?

Recently, the topic of H & M touching Xinjiang cotton has become a hot topic. In a statement issued by H & M, it said: "cooperation with garment factories in Xinjiang is prohibited, and the purchase of products is cancelled", which has aroused heated discussion among netizens

Subsequently, Huang Xuan and Song Xi, the artists who have spoken for H & M, issued relevant statements at the first time, saying that they did not have any cooperative relationship with H & M brand at present.

According to incomplete statistics, as of the time of publication, Huang Xuan, Wang Yibo, Yang Mi, Yimu Qianxi, Eason Chen, Zhou Dongyu and other Chinese artists have announced the termination of all cooperation with foreign brands such as H & M, Adidas, Nike, converse, UNIQLO and bobley.

Taobao, tmall, Jingdong, pinduoduo and other e-commerce platforms took H & M products off the shelves, and the search showed that no relevant baby was found.

Public comments, xiaohongshu and other platforms searched for "H & M" keywords, but no product information was displayed.

Baidu map, Gaode map and other apps blocked H & M stores, but no results of relevant locations were found.

In addition, no relevant results were found in Huawei, Xiaomi and other mobile phone application markets.

......

But this is far more than that. Brands resisting Xinjiang cotton are not only H & M, but also Nike, UNIQLO, gap and other brands. The resistance of many brands to Xinjiang cotton is related to BCI Organization (Swiss good cotton Development Association).

What is this BCI organization? In short, it is a standard that requires members to use cotton that they think is "qualified" and "standard" before they can print the BCI logo on the tag. It is like that after the clothing manufacturer uses the BCI logo, it means "their cotton is authentic".

Originally, this is just a non-governmental organization that "certifies Cotton Standards", but I don't know what's wrong with BCI, which violates the bottom line of Chinese consumers. In October 2020, BCI claimed that there were "forced labor" and other "human rights violations" in Xinjiang. In March 2021, BCI announced that it had decided to suspend the issuance of permits in Xinjiang.

As a matter of fact, Xinjiang cotton production has already entered into automation. BCI's remarks about the existence of "forced labor" and "violation of human rights" in Xinjiang are even more absurd.

Now, with the bad reputation of H & M, the brand image has been severely damaged. Yingshang.com has conducted field visits in Zhengzhou and Xi'an for the operation status of its offline stores.

01 Zhengzhou, Xi'an

After the "H & M boycott of Xinjiang cotton" incident, yingshang.com reporters visited xidigang, Vientiane City, yoyo Park, international trade 360 square in Zhengzhou and H & M shops in dragon head impression city, Daming Palace Wanda, xidigang and Jinsha International Shopping Center in Zhengzhou on March 26.

According to statistics, there are 6 h & M stores in Zhengzhou and 11 h & M stores in Xi'an. At present, all offline stores are in normal business state without relevant notices or reminders.

Zhengzhou

Taking H & M xidigang store as an example, the store occupies three floors in the mall, namely 1f-3f. Yingshang.com reporter arrived at the store about 10:30 a.m., and the number of customers in the store added up to no more than 5. Compared with the bustling scene in the shop on weekdays, it was particularly desolate.

The same is true for H & M stores, which occupy 2F and 3F positions. In addition to a few customers, only a security guard and a shopping guide were seen. Several customers also aimed at the promotion products, and then left in a hurry. Shopping guide did not have the previous enthusiasm, just kept silent and bowed to work. There was no communication and communication with the security guard. The whole store was covered with a dead atmosphere.

The situation of Wanda store in Daming Palace of H & M is the most obvious. Looking around the whole store, only one customer was seen, but not a clerk. Although the time period is selected from 11:00-15:00, the passenger flow in the store has not changed since it opened in the morning, and the passenger flow in the store is always very small.

There are only two customers in the H & M shop of dragon head impression city, and the huge shop is particularly open.

There are about five customers in the H & M shop of Jinsha international, all of them are young people in the shape of students. There are no customers checking out in the checkout area.

Yingshang.com visited and observed eight H & M companies and found the same problem. Most of the customers entering the store are middle-aged and elderly consumers, and there are basically no young consumers. I asked two older customers who had just come out of the store. They said that they really didn't know much about it. They just strolled around and looked at the spring pants and left when they found that there was no suitable one.

As of press release, the H & M incident is still fermenting, and Chinese consumers are also determined to take a bad breath, and they are calling for "close down" as soon as possible. When the balance begins to be unbalanced, it shows that the other end is rising against the trend, and these rising brands are China's domestic brands.

02 foreign brand "rollover"

The rise of domestic brands

When it comes to domestic clothing brands, do you automatically think of the blooming Samma, the "men's Wardrobe" Hailan home, or "Duanmu's shopping" MetS Bonwe?

If your understanding of domestic fashion brands is like this, it is a big mistake. Domestic black horse is far more than that. If you want to clarify the light of these domestic products, it is an important step to clarify "life experience".

Me&City

Me & city has successfully won the hearts of consumers because of the cracked endorsement photos of her big cousin Liu Wen, and has officially entered the public view.

The clothes are cut neatly and the painting style is advanced. Each suit of clothes reveals the word "advanced". But you can't imagine that me & city is a brand owned by MetS Bonwe. That's right. It's the "unusual" Metersbonwe.

MO&CO

MO & Co, as one of the key players in China's fashion industry, is a frequent customer in the star circle, and has been in the market with the symbolic style of "cool girl". Rebellious, sprightly, lively, sexy... Each style exudes different personality "cool". Yes, it's also a real Chinese brand.

It is worth noting that Mo & Co has early set its ambitions on the international market. By the end of 2016, MO & Co has set up 18 regions around the world. In 2018, MO & Co entered the London fashion circle. Its flagship store, covering an area of 92 square meters, landed on the high-end pedestrian street in London, France, and won the favor of international consumers. As early as 2016, its annual sales volume has reached 2.4 billion yuan. At present, more than 1000 stores are distributed all over the country.

Dazzle

Dazzle, a fashion brand full of Italian style, sounds like a big international brand in Europe, but it is a real domestic brand. The brand was founded in 2002, when it was full of rural gentry. I don't know when, dazzle quietly began to attack, quietly turned into a fashion elite, and then surprised everyone.

Dazzle's gorgeous transformation has reaped the hearts of a number of fans. Many of them are also loved by stars of all walks of life, and has become the fashion darling of the entertainment industry. Whether it's private clothes, street shooting, film and television clothing... All kinds of styles are online, and various "bold" elements such as check pattern, printing, lace, embroidery, etc. are matched with strong colors and strong contrast, and at the same time, the lines of the human body are displayed appropriately, and the praise is everywhere.

(to popularize science, dazzle women's clothing actually has three clothing lines: high-end luxury semi handmade diamond dazzle, independent and fashionable and exquisite dazzle, and d'zzit, a young fashion brand with fantasy and retro style.)

Those once local, ugly and low old Chinese goods are now transformed into fashion experts, refreshing our understanding of domestic brands again and again. With the rise of domestic clothing brands, local women's clothing brands, including taipingniao, oushili, Yatang, Erdos, seven wolf, etc., have occupied a place in China's clothing market and even in the international market.

Why are domestic products getting more and more popular?

Foreign brands are declining more and more, and domestic brands are rising more and more. This phenomenon is more and more obvious. Why?

In addition to the advantages of the products themselves, overall speaking, China's market share in the whole international clothing retail industry is too heavy. According to the Research Report "domestic products should be self-improvement: the rapid rise of Chinese clothing brands," China has become an important market for international clothing brands. According to the financial report data of relevant companies, the mainland of China accounts for about 6% - 7% of global sales of H & M and about 20% of global sales of Nike. "

Before the H & M incident, there were a lot of lessons learned, which ended in a dismal ending. Up to now, the ban on it has not been lifted in China, and the Related words such as "D & G" and "Duga banner" are searched on the e-commerce platform, and the page is still blank and cannot be displayed.

Many people in the industry believe that clothing is different from technology products, clothing and other optional consumer goods are very replaceable. If the event continues to ferment, the current pattern of clothing market may change to a certain extent.

For any brand, the emotional respect of consumers is the most important, so as to obtain the trust and trust of consumers and achieve the recognition of values. If the brand side only considers the performance, there is no way to further establish the value and emotional connection with consumers. "Making money from China and smashing China's bowl" is a behavior that no Chinese consumer can tolerate.

So, in any case, H & M has to pay for its bad behavior and bad ending.