Reporter: Liu Yadan
according to fashion Industry media reported that the H&M store located at 651 Huaihai Middle Road, a traditional business street in Shanghai, has quietly withdrawn recently. This store is the first store opened by H&M brand in the Chinese mainland market, and has been open for 15 years.
two thousand and twenty-one The Xinjiang cotton incident in HM The turning point of the decline in the Chinese market. Consumer Li Xue told the power plant that his company was in a central China business district. After the Xinjiang cotton incident, he clearly remembered that there were almost no customers in HM's offline stores at that time.
Since the second half of last year, H&M has started to close stores intensively in China. Its financial report shows that by the end of last year, H&M had closed 60 stores in China, accounting for 12% of the total number of stores.
In the Wanxianghui, Haidian District, Beijing, the reporter from the power plant observed that the HM on the first floor was always deserted, not as good as the Uniqlo There are many consumers.
At the same time, in the Zhongyuan Square, the largest shopping mall in Qingshan District, Wuhan, the reporter from the power plant observed that HM had withdrawn its store, and local fast fashion brands such as Mix blu and Urban Revivo had settled in the shopping mall.
“H&M The iteration of such international fast fashion products is weaker than that of local omni channel brands, and the online layout speed of such international brands is also weaker than that of local brands. " Cheng Weixiong, an independent analyst in the footwear and clothing industry, believes that. At the same time, the national tide in recent years has also contributed to the domestic clothing brands. Anta Li Ning , Bosideng, etc. also seized more domestic markets with the help of Guochao Wind.
HM In recent years, the quality problem of the product has also been frequently mentioned by consumers and relevant departments.
On the Little Red Book, taking "HM quality" as the key word, we can get many consumer notes complaining about HM quality problems. "This is the scariest time in my shopping history." A mother said that her baby's summer dress was badly faded when she bought it at HM Taobao flagship store. She wore it for an hour and found it covered with blue wadding.
In terms of enterprise investigation, HM's main company, Haines Morris (Shanghai) Commercial Co., Ltd., has 31 administrative penalties. According to incomplete statistics, the company will be fined at least 8 times in 2021, including the reasons of shoddy clothes and selling inferior clothes. In September last year, HM publicized some styles as "Chinese exclusive", but they were not limited, and was fined 270000 yuan by the industry and commerce department.
