Forever21 into China: the first stop of LynxForever21 the Lynx as the first stop their entry into the Chinese market, and is clearly not sloppy, use the online massive radiation effects, combined with the angle of the line shop, it is a step to pry open the Chinese market. Text / reporter Cao Wenjun world network operators TECHOLOGY September 13, 2012, Forever21 officially announced the brand in China, the largest flagship store - Shanghai flagship store will be officially opened in Nanjing East Road on September 29. August 8 Before this, Forever21 has just opened its first store in mainland China (Beijing Wangfujing). It is worth mentioning that, as early as December 15, 2011, Forever21 had advance into China through online, the brand's official website and Lynx flagship store at the same time start to become the first in China, the two sales channels, and bear the brand open Chinese market awareness tasks. New faster than ZARA, the price will become closer, more mature online retail experience, Forever21 market strategy in China is much more open. From the initial unfamiliar to a bold attempt to enter and then sales jumped, Forever21 in Lynx remarkable performance. According Forever21 manager Jasmine electricity supplier in China revealed that Chinese official website of the vast majority of consumers are brand loyal customers, of which a large part had experience living abroad, and to a very high brand awareness and stickiness, and Lynx is more commitment to attract new customers, features a new flow of these new users and then gradually transformed into brand users. The Lynx had come prepared in December 2011, Forever21 Chinese official website and Lynx flagship store before the Beijing flagship store on-line simultaneously. The reason why the first starting line, not the rush for, but come prepared. In fact, Forever21 in Chinese shops line the preparatory work early in the online business, and early selected Beijing Wangfujing and Shanghai Nanjing Road shopping mall APM old medium blessing commercial buildings, as in China first launched two flagship stores . Because it involves the store area is too large, Forever21 took two years to Air Jordan 2 prepare for. Forever21 online business from mid-2011 began to prepare for its online business in the United States and Japan and South Korea are very mature, enabling rapid replication in China, a few months later, China's official website and Lynx flagship store on the line. Because the line is supposed to be for the two large stores ready products, shipment will be shipped to China, with online retail technology is mature, can quickly copy on line in China, but also compared with the shop at the Nike Heels Boots line, the line cost more There are advantages, then, why do not put up the official website, with and preheat it for the next line? If the next line shop, on-line will fully cooperate with, the invoice will tell the next consumer line shop when opened, and the line will indicate the online stores are doing some of the activities on the cash register. Online and offline with a positive interaction, which is also consistent Forever21 global strategy. Forever21 has more than 200 stores in the United States, the US official website running well, the average sales to reach RMB seven per day. From the Chinese market environment, advance into China ZARA, H \u0026 amp; M generally do not pay attention to e-commerce in China, but also with the early e-commerce in this market is not up, together with the brand itself is not good at doing online, and the next good line channels related. But Forever21 itself has decades of experience in the online channel, relatively speaking, from online operations and easier to break. It is because of these considerations clearly, Forever21's online strategy is clearly not hasty. Radiation effects line Forever21 Chinese official website and Lynx shop with the United States, Han Guoguan network agreed to keep the new, each 50 to 60 models on five times a week, the weekly rate of 300 to 400 new models, and to adhere to online and offline consistent prices. But marketing activities differ, because the line can not try, consumers should bear the risk of a return, so online discounts may be even greater. Traced the history of the development of the brand can be found, Forever21 was launched in 2003 in the US online retail, Japan and South Korea market to start in 2009. Current operations and technology center in Asia electricity supplier operations are located in South Korea, South Korea as Asia's headquarters, together with US daily rationing integrated global headquarters in Japan and South Korea online business and commodity mutual adjustment between genes online retail It is clear. In a donation to the earthquake in Japan in planning, Forever21 single-day online sales reached four million dollars. Such a large volume of business depends on a strong technical system support, an order from the front desk to the back-end processing is complete good label affixed, to be delivered at the delivery company transfers goods window requires only five minutes. It is this set of technical systems supporting the Forever21 in a public fast fashion brands in the do faster: faster speed on new, faster product mix, faster order processing, faster market expansion, and therefore China's official website You can achieve faster 'copy.' But taking into account the special nature of the Lynx system, Forever21 chose a generation of operating companies - Ruijin Lin to Nike Heels Boots help them get started quickly, and cooperation with the Lynx, carding together Taobao purchasing the brand some improper shipping channels. The reason Forever21 will attach importance to the Lynx shop, is because in the course of an official network learned Lynx position in Chinese e-commerce industry, coupled with the line under its own channel has not spread, and there has been no large-scale branding preheating, taking into account the official online line at the beginning, a single brand promotion efforts is limited, so hoping to radiation Lynx, so the brand for a larger degree of concern in the short term. From the outset, Forever21 placed it on the day of great expectations cat, China's official website and Lynx flagship store took the product, price, activities are consistent with the non-discriminatory policies, and hope Taobao to contribute more than half of sales. However, the provisions of the Lynx shop must provide seven days no reason to return, and Forever21 jewelry line products, a unified global non-returnable principle, unable shelves in Lynx, the official website of SKU result remained at around one million, and SKU Lynx shop only around 4000. But let Forever21 appreciate that, no reason to return principle Lynx has begun in underwear category to modify, extend to jewelry lines may take some time, but at least people expect. As more fast fashion brand presence, the Lynx will also do some corresponding rule changes. Nevertheless, the Lynx shop still maintained a rapid growth, exceeding expectations Forever21. Before Chinese shop on-line business, Forever21 the Chinese market is estimated that only less than 10% of the target customer heard of this brand, mainly overseas travel experiences of people. However, the growth rate from the current consumer's official website and Lynx shop, the proportion is much higher than expected and there is a rising trend. Analysis shows that the current online consumer Forever21 concentrated in the north of Guangzhou and other cities, whether it is search or transaction, regardless of the official website or Lynx, have formed a pattern: Hong Kong flagship store opened after the start in Guangzhou ranked first After the Beijing flagship store opened, Beijing started the Air Jordan 3 Retro first row. Wait until after the September 29, 2012, China, covering more than 8,000 square meters of the store flagship store in Shanghai began operations, the growth rate of the official website and Lynx shop also faster appreciation will be greater. These open in a city bustling shopping strip of shops tourist potential impact on the second and third tier cities is very clear, the online store is also a good complement. From the official microblogging operating situation, getting to know the brand to consumers will Taobao search a search Forever21. 'Fast' and 'fast' fast fashion contradiction 'fast' is obviously not in the same context of the 'fast' and Lynx under the 'fast', when one species grafted Nike Air Yeezy into a new environment, conflict is inevitable. After more than six months to run simultaneously in the official website and Lynx shop, Forever21 gradually discovered Lynx with new customers, leaving the official website of the characteristics of the old passenger is obvious. According to Jasmine analysis, Lynx Taobao store will often participate in a number of marketing activities, or take the initiative to vote some advertising, so to attract more new customers. And general consumers are entering the official website of the brand have a certain awareness and recognition, it would be relatively more old passenger, two customers is quite obvious stratification month overlap ratio does not exceed 5%, which Description At least for now, the two platforms consumer purchase path is relatively fixed. Portrait compare a public fast fashion brand, you can find Uniqlo strongest fabrics, ZARA strong in design, H \u0026 amp; M's advantage in the shop display, while Forever21 most talked about is the very rich accessories line and nearly a hundred every day the new speed. Of course, under the current rules Lynx return, the proportion of jewelry lines appear in Lynx shop is not high. From the customer price point of view, Forever21's official website customer price higher than the Lynx hundred block, both sides of the shipping standards, but taking into account the range of Lynx covering consumer groups is still relatively important for new users to promote brands, so in order to increase user stickiness 21% daily discount can be considered one Forever21 marketing characteristics. Taking into account the work flow of overseas brands, the Lynx shop doing will communicate in advance with the brands before the event, Forever21 can report to headquarters one week in advance, from the time it is more abundant. In general headquarters with the Lynx are more activities, one of the reasons is because the Lynx attention of new customers is too great magnitude. However, new customers will lead to a multi-Lynx higher rate of return, net return is twice the official rate. In addition to the Lynx support no reason to return the factors, but also with Lynx new customers do not know about the brand. In addition, Forever21 return rate is relatively high in Korea, because the courier is cheaper, and higher delivery costs in Japan, return rates will be relatively low. Today in China, Forever21 stick with SF and FedEx Express services better and to take over 200 free shipping policy, customers bear the high courier. Some Lynx consumers want cheaper, 'Stone one up', but to maintain brand image, Forever21 after communication with the generation of operators decided not to change, however, still be able to control its costs in a reasonable range. The reason for the rate of return value because brands are generally more fast fashion design, light stock, a design only a few pieces of inventory normal product life cycle is very short. Twice a week, compared to the new fast fashion brand, Forever21 weekly new five times on no less than 50 new models, but too often return will disrupt the operation of rhythm, which is all the fast-fashion brands One problem to be faced. Of Forever21, one of the biggest challenges currently encountered in that Taobao explosion models operating logic, even if it is difficult to get rid of their own Lynx. Although the search rules canceled popularity ranking weights, but Forever21 is, a product is only 20, then high popularity also soon found less, and this is all the fast-fashion brands will encounter. Forever21 now began to consciously push some of the large stocks but also the most basic models of a thousand pieces, after the integration of the products do and then sold through off-season discounts. For shallow stock brands, consumers rarely find a product by entering the shop, but directly accessed through the search. Uniqlo clothing is fairly standard in the category of non-standard products, and Forever21 is a typical non-standard products, it is difficult to get any advantage on a single product, only to reverse in the consumer shopping experience, try to do more marketing to consumers the brand produce viscous, more brands to enter through search. A common problem faced by fast fashion brand also is the commodity management. Customer Forever21 Lynx shop by Beijing on behalf of the operator responsible Ruijin Lin, but the warehouse in Shanghai, it will lead to customer service because you do not see a problem in the commodity and service. Later Forever21 by periodically sending samples to customer service, specifically for the customer to do some training to solve. Also in the stock and aftermarket may also encounter some problems, because SKU too much too fast on new products combinations are very much focused on customer service, inventory and after that a few of the pressure will be relatively large. Since the days of cat out requirements are very stringent, at the beginning of the line, Forever21 more cautious on the system to do some coordination, there have been virtually no major problems, the United States is currently the headquarters of the Chinese online overall performance is certainly possible later in other countries, we will consider such a step similar to the line after line. Because in Japan before the line channels have very perfect, so Forever21日本官网甫一上线, has led to the system because it is too hot and crash situations. And the model into China has taken the line after the first line under the line pressure will be smaller, there is exploration, adjust, adapt opportunity, nor will cause great damage to the brand image. In fact, once a low profile before Forever21 into China. Back in 2000, Forever21 in Changshu, Jiangsu Province opened its first store. But with the situation as Uniqlo, in Esprit, Metersbonwe, Giordano-third of the Chinese market, the Chinese market does not have the soil fast growing fashion brand, so for the first time into China Forever21 quickly losing, But for today's second official into China has accumulated a lot of experience. According to Jasmine she said, although there are many online retail experience, Forever21 online business focus in China will still be on the official website and Lynx, for assurance shopping experience, to maintain brand image, maintaining brand exclusivity and scarcity Shop other factors to consider, does not intend to enter Jingdong, Dangdang and other platforms. Operationally speaking, Forever21 many every day on the new design models, even sharing to multiple Air Jordan 8 Retro platforms is also no problem, but now other platforms are not up to standard in line with its own temperament, so the new Lynx will choose the brand. Postscript: With Uniqlo, GAP, ZARA, H \u0026 amp; M, Forever21, a large number of the most representative of the market of fast fashion brand fully into China, and gradually in the Chinese market, left to right into the Chinese consumers for fast fashion brand had not strange. However, these fast fashion brand in China localization process, is also facing growing pains, such as how from North Canton and other cities successfully extended to the second and third tier cities, with more local brands when in a smaller market area accounted for close combat advantage; and how in the case of shop rents rise and continue to attract more people, improve the floor effect. In Lynx as the representative of China's online retail platform emerged as the cut-off point of time, we can clearly find that the earlier into China ZARA, H \u0026 amp; M is still online under the channel deep plowing, while GAP and in 2011 into China Forever21 outset More focus on the line, and then take advantage of O2O mode, the online popularity into the line flow. The Lynx as a brand to enter the first leg of the Chinese market, Forever21 was worried: had the life experience of consumers outside the United States or may be very familiar with this brand, but most users probably will be on the Lynx with Amoy brand confused. But the fact that such worries are unnecessary. For the Lynx, the face Nike Shoes of the influx of fast fashion brand, the market is will it step by step to overseas brands online staging ground, even if not ready to do well prepared.