[marketing case] #8203;#8203;hm- fast fashion marketing rules（(营销案例) # 8203; # 8203;嗯,快时尚营销规则）.docVIP

[Marketing Case] #8203;#8203;HM: fast fashion marketing rules Research papers Download News: ① 2012 年, H amp; M in the world with more than 2,500 stores, ② 2009 fiscal year sales of about 111.5 billion yuan, gross margin 61.6%, China single-day single-store sales of up to 2 million yuan, ③ no one own factory, ④ Company Keywords: Parity + Fashion + Speed #8203;#8203;+ diversification, ⑤ pinch pennies: In exceptional circumstances employees can take a taxi. When the Chinese garment enterprises also confused on “how to do fashion, how to do high fashion” these problems, foreign fashion retail giants have taken the lead in China has opened a “fashion civilian” hijab in Chinese garment enterprises logic, the fashion on behalf of the high value-added, high prices, high profits, however, foreign brands such as H amp; M, completely subvert this logic, we take a look at their development trajectories. 1972, Stefan Persson succeed his father became chairman of H amp; M, while adhering to the principle of parity, the increased popularity and quality of the clothing itself, the requirements of the “best price, popularity and quality,” the slogan re- interpretation of the popular H amp; M for the understanding of life. Logistics and transport companies .14 factories link a large automated distribution warehouse, completely homemade from the sale, although production costs than outsourcing of production increased 15-20%, but the efficient operations management makes the production speed has been improved to reduce inventory to bring The stagnation pressure cost, so you can maintain a stable 10% profit. When ZARA store left Europe to America and Asia, in order to solve the same problem, and reduce investment in fixed assets, shares of the way they have taken, with some strong production capacity and product quality in the management and ensures a certain manufacturing enterprises to establish a cooperative relationship, and logistics systems within the region by sal