H & ampm closed its first store in China, located at No.651Huaihai Middle Road. Store M is officially closed, and H & ampm has no information about this store in the distribution of Shanghai stores displayed in official website, China. Up to now, H &；; M still has 26 stores in Shanghai. H & ampm's first store in China closed.
H & According to fashion media reports, H&m's first store in China closed at 1; Store M has quietly closed recently. The store is H&; M brand opened its first store in Chinese mainland market, which lasted for 15 years.
202 1 Xinjiang Cotton Incident is the turning point of HM's decline in China market. Consumer Sydney told the power plant that since his company was in the central China business district, after the cotton incident in Xinjiang, he clearly remembered that there were almost no customers in HM's offline stores.
Since the second H & ampm last year, it has been intensively closing stores in China. Its financial report shows that as of the end of last year, H&; M closed 60 stores in China, accounting for 65,438+02% of the total number of stores.
In Wanxianghui, Haidian District, Beijing, the reporter of the power plant observed that HM located on the first floor is deserted all the year round, and there are not as many consumers as Uniqlo in the same position upstairs.
At the same time, in Zhongyuan Square, the largest shopping mall in Qingshan District, Wuhan, the power plant reporter observed that HM had already withdrawn from the store, and local fast fashion brands such as Mix blu and Urban Revivo had settled in the shopping mall.
"The iteration speed of international fast fashion products such as H & ampM is weaker than that of local omni-channel brand products, 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 industry, thinks. At the same time, the national craze in recent years has also played a role in fueling domestic clothing brands. Anta, Li Ning, Bosideng etc. It also seized more domestic markets with the help of the national tide.
The quality problem of HM has also been frequently mentioned by consumers and relevant departments in recent years.
In the little red book, with "HM quality" as the key word, you can get many consumer notes complaining about HM quality problems. "This is the scariest thing I have ever seen in the history of shopping." A mother said that she bought a baby's summer dress in HM Taobao flagship store, which faded badly. She wore it for an hour and found it covered with blue floc.
In the enterprise investigation, Haines Morris (Shanghai) Commercial Co., Ltd., the main company of HM, has an administrative penalty of 3 1. According to incomplete statistics, the company was fined at least 8 times on 202 1, including shoddy and selling inferior clothing. In September last year, HM advertised some styles as "China Limited Fund", but it was not limited, and was fined 270,000 by the industrial and commercial department.
H & ampm's first store in China closed. On June 24th, some media reported that H&; Store M was officially closed, which was the first store that H & ampm entered the China market in 2006. Nanduwan Caishe reporter noted that H&; M In the distribution of Shanghai stores displayed in official website, China, there is no information about this store. Up to now, H &；; M still has 26 stores in Shanghai.
H & ampm's 202 1 financial report shows that at the end of the fourth quarter, H&; M has only 445 stores in China. In the fourth quarter, China opened 4 new stores and closed 365,438+0 stores. In 20021year, 60 stores in China closed.
H & ampm financial report
Fiscal year 202 1, h&; M Group's revenue growth in local currency 12%. When converted into SEK, the Group's revenue increased by 6% to198.967 billion SEK (about131900 million RMB).
In addition, in March this year, H & ampm also announced in official website that it would "temporarily stop all sales in Russia. For the safety of customers and colleagues, shops in Ukraine have been temporarily closed. " The financial report for the first quarter of 2022 shows that H&; M Group has suspended all sales in Russia, Belarus and Ukraine, and Russian 185 stores and online sales have been affected.
H & ampm said that in 2022, it plans to open about 95 new stores and close about 240 stores, with a net decrease of about 145 stores. Most newly opened stores will be located in growth markets, while closed stores will be located in growth markets, mainly mature markets.
H & ampm closes its first store in China. 3 After the flagship store of Nanjing West Road in Shanghai was closed, Swedish fast fashion giant H&; M's first store in China suffered the same fate.
According to the fashion business news, H&, located at No.651Huaihai Middle Road, Shanghai; Store M was officially closed on June 24th. Time Finance also to H &；; M official customer service confirmed the news, and the customer service said: "The store in Huaihai Middle Road did close last week, so consumers can go to other stores nearby."
Time Finance learned that these two stores are' big stores' occupying an area of more than 3,000 square meters. A retail industry person analyzed Time Finance in this way. "The bigger the store, the more untenable it is. Store rent, utilities, staff and operating costs are too high. If there is not enough passenger flow, it won't last long. H & ampm should be the same. "
Buying within the opening time limit, the intermediary said that the store was "not at ease".
In April, 2007, H & ampm took Madonna and kylie minogue swimwear series to the most prosperous Huaihai Road business district in Shanghai, thus opening up the Chinese mainland market.
Time Finance learned that Huaihai Middle Road is the traditional core business district in Shanghai, except H &；; M, fast fashion brands ZARA, Uniqlo and international sports brand Adidas all chose Huaihai Middle Road in China as their first stop. Perhaps this is very important. H & ampm also distributes many new products in this store. In 20 13, this store with a total area of more than 3,000 square meters also experienced a reloading and upgrading.
"When we first started business, we lined up to limit traffic." Knowing that H &；; M Huaihai Zhong Road Store closed, and the consumer Tuanzi (pseudonym) recalled to Time Finance that when she opened the store, she was only a middle school student, but now she is a mother of two children.
According to local media reports, H&; On the eve of the opening of M Huaihai Zhonglu Store, many consumers were waiting outside the store. On the opening day, some consumers lined up at the door of the store at 6 am. To this end, the store has specially adopted the current restrictions, and customers can only go to the store in batches. Until 6 o'clock in the evening, there were still 100 people waiting in line outside the door.
"There was a queue for many days, and there were police cars to keep order when we went. Fast fashion was very popular at that time. " Tuanzi told Time Finance, but she also felt that with the development of other business districts in Shanghai, the commercial street in Huaihai Middle Road was not as lively as before. "I feel that the brand mobility there (Huaihai Middle Road) is also relatively large, and the cotton and epidemic situation in Xinjiang are harmful to H&; M should be very influential. "
A real estate agent told Time Finance that the shops in Huaihai Middle Road were for rent, but only for retail. Another commercial real estate investor bluntly said: "The shops there are basically not worried about rent, and there will be new brand consultation soon. The rent in that area is generally 50 yuan/square meter, while the former Nanjing West Road needs 100 yuan -200 yuan/square meter. "
The investor is also concerned that there are more and more domestic brands on Huaihai Middle Road in the past two years, which has formed a "positive" situation with the original international brands in this business circle. Coincidentally, the flagship store of Nanjing West Road, which H& was closed by M, is also an old 15 store with an area of 1000 square meters. After closing the store, the facade was taken over by Bosideng, a domestic down jacket brand.
"fracture" h&; M, can't save the performance of the China market.
About H& recently on social platforms; The news of M's store's withdrawal and closing is endless, involving Beijing, Shanghai, Hainan, Liaoning and other places. In the case of a "fracture" in the store clearance, many netizens called on everyone to snap up.
"Two short sleeves are folded into a 48 yuan." "I bought 13." "Buy two get one free at the price around 20 yuan?" "100 yuan coat, 70 yuan's shirt, the size is not much, it is good to buy it early." Not only did some people get the snapshot record, but also netizens "requested purchasing" in the comment area.
However, "Broken Bone" failed to save H&; M's performance in China. Since the cotton incident in Xinjiang last year, H&; M China's performance has collapsed. Section 2 202 1, H &；; M Net sales in China market decreased by 28% year-on-year to SEK 6,543.8+62.4 million;
In the third quarter, the China market is no longer among the top ten markets of the Group, and the sales in the Asia-Pacific region where China is located decreased by 65,438+07% year-on-year; In the fourth quarter, the China market once again ranked among the top ten markets of the Group, but its sales decreased by 39% to 654.38+78.9 million Swedish kronor, and the sales in the Asia-Pacific region decreased by 654.38+0.05%.
In the financial report of the first quarter of 2022, although the overall sales of the Group increased by 23% to SEK 49.2 billion, the sales in Asia-Pacific and Africa where China is located still decreased by 3% year-on-year. At H & ampm, H & AMPM also proposed that the number of closed stores will reach 224 in 2022.
Some analysts told Time Finance that the decline of H & ampM in China should be attributed to the decline trend of fast fashion industry, the impact of the epidemic on offline retail and Xinjiang cotton. However, H &；; M is also trying to seize the mid-to-high-end market to save the decline of China market.
Current H &；; M is vigorously adjusting the layout of offline stores. Last year, in addition to the H & ampm brand, Monki, which focuses on low-priced products, completely withdrew from the China market. On the other hand, COS and&; Other Srories have accelerated their market layout in China, and another brand, arket, also opened its first store in Beijing at the end of the year.
In fact, it is not only the China market that is difficult, H&; M group is also in a painful period of seeking new growth urgently. The latest performance forecast shows that in the first three months of May 3 1, H &；; M Group's sales increased by 65,438+07% year-on-year to 54.5 billion Swedish kronor, higher than analysts' expectations, but still lower than the 57.5 billion Swedish kronor in the same period of 2065,438+09 before the epidemic.