TOPSHOP sales are amazing, TOPMAN has entered the market

Since China became the "big cake of the world," the story of international brands landing in China has been continuously performed. However, although the cake is large, it is sometimes not so delicious. After the scenes are opened, the negative news follows closely, such as poor sales, big tides of closed stores, and even bankruptcy rumors. Facts have proved that with the admission ticket, you must be careful not to accept it. "What do you want to do?" is a very practical question before the brand.

E-commerce is the strategic focus of TOPSHOP China

While other fast-fashion brands have become facade props for commercial real estate, and the stores have been divided around the streets, the TOPSHOP, the originator of British high-street fashion brands, does not seem to be in a hurry. Until last year, it officially entered the mainland on a large scale and chose to cooperate with vertical e-commerce Shangpin.com, which is its only online partner in the Mainland.

This is an obvious signal. Although there are 309 fashion stores in the UK alone, it is targeting a much broader Internet market in China. Another way, a few years of temptation, and a year-long accumulation of results, what about the report card? According to official figures, jeans alone were sold more than 100,000 last year and the results were gratifying.

In fact, TOPSHOP is a very typical high street brand in foreign countries. There are numerous fans with big stars, including Madonna, Gwyneth Paltrow, singer Beyonce, Taylor Swift, supermodel Kate Moss, Suwon Shion and so on. A TOPSHOP department store in London Circus attracts 200,000 consumers each week. It is no surprise that these achievements have been made. But its cleverness lies in choosing high-quality assistant partners and stepping on the hot spots of the mobile Internet. Of course, there are policies that are also good for the benefit, and rational consumption has become a new direction for consumption in the Greater China market.

Everything, good weather.

Urban trendy girl is the main buyer of TOPSHOP

The data behind the numbers is the most worthy of study. As an internationally-renowned brand, TOPSHOP's early adopters in the e-commerce market, especially in the special context of the Chinese market, are very curious. What buyers are TOPSHOP in China in the end? The following is an analysis report of the buyer crowd issued by its partner Shangpin.com, and many details are worth pondering:

Many Chinese women sneak TOPSHOP during work hours

According to this information, female fans make up 90%; and most of them are fashionable women aged 18 to 29. Like many women, online shopping is their daily routine. Statistics show that at 10 o'clock in the morning, working hours are actually buying peaks, and another small peak is around 4 o'clock in the afternoon. It turns out that taking time out to buy clothes at TOPSHOP is a joyous workplace for many women in the workplace.

Aries is the number one fan of TOPSHOP

When horoscopes became a guide for urban travelers, the constellation was also listed as an important customer analysis component by Shangpin.com. According to customer data, Aries, who is also very self-centered, is a fan of TOPSHOP. Snack-eating snacks are the primary interests of the “TOPSHOP Girl”. In addition, they also love to smell beautiful, love pets, love fitness, and have the distinctive features of urban girls.

First-tier cities are still the main force of consumption

Among the customers who placed orders, Beijing Unicorn was the most generous and was the highest spending group. As for the unpaid visitors, it was concentrated in Guangdong Province, which was cost-conscious, and reflected Cantonese-style smart.

From the above information, we can see that through Shangpin.com, TOPSHOP has successfully attracted a large number of young and fashionable women in China's first-tier cities.

TOPSHOP's most profitable items, jeans and black dresses

Of course, consumers are hard to wait for, and behind the luxurious bills are the secret comparisons again and again, which is the inherent habit of Internet users spending. Understand the national conditions of the product network specially created two TOPSHOP hot products, jeans and small black dress. With slimming and wild two major benefits, more smart women to place orders.

In addition, Shangpin.com has also planned various incentive activities such as paydays and wardrobe funds, and often send cash coupons, red envelopes, and small gifts such as key rings, transparent bags, and small tape measures. The love-minded mind left many hard-to-serve women. Compared with those high-end luxury e-commerce providers, TOPSHOP clearly puts a lot of effort into emotional marketing, and the behind-the-scenes pusher is its largest partner in the Mainland. Of course, it is indispensable to make these abundant funds.

Beautiful and self-contained star fan

In foreign countries, TOPSHOP's name is often associated with the big stars, almost become the star's daily wear brand, singer Taylor Swift or supermodel Kate Moss is almost its daily spokesperson. So, when it came to China, the connoisseurs were curious. TOPSHOP came to China. Who would it like to see?

Finally, the mainland's popular actress Yang Mi has become TOPSHOP's "Chinese baby." Smart people should have discovered their partnership on her Weibo long ago. The selection of Yang Mi is obviously another careful planning of Shangpin.com. First of all, the constant exposure of the brand depends on her most industrious and fine Weibo. Secondly, she used to be a model of Ruili and it is her ability to display her clothes in the best condition. Of course, the most important thing is her ability of “black powder”, because the “ground gas” is the demand of both parties.

My new image - "TOPSHOP on mobile phones"

At the beginning, TOPSHOP chose Shangpin.com and abandoned Tmall. Many in the industry believed that TOPSHOP was based on the consideration of fashion vertical e-commerce and brand positioning, and the luxury and high-street fashion user groups were highly coincident. However, being looked after better is the key. Shangpin.com is its only online partner in China. Throughout the year's performance of Shangpin.com, it attaches great importance to this royal card.

According to Shangpin.com, the two sides negotiated for two years before winning the TOPSHOP. This year, the company's management team flew to London several times to win Topspo's menswear brand TOPMAN. After some hard work, TOPMAN finally went online in August this year to expand the bigger picture for TOPSHOP in China. It can be seen that the two sides are quite satisfied with the cooperation in the past year.

Like TOPSHOP, Shangpin.com is still the exclusive online partner of TOPMAN in the Mainland. Exclusive is not only an important resource of Shangpin.com, but also a brand strategy. They believe that only exclusive cooperation can maximize the promotion of TOPSHOP in the Mainland and bring maximum benefits to both parties.

According to the data, shangpin.com shangpin.com was formally launched in 2010, and 2013 is its key year. This year's mobile Internet trend brought a qualitative leap for Shangpin.com. Since the launch of the mobile application end of the year, 40% of the transaction volume was completed on the mobile side. As of 2015, the proportion of mobile transactions has grown to 70%. In the third quarter of 2015, TOPSHOP sales increased by more than twenty times compared to the same period of last year, with mobile sales showing strong growth. It can be said that this beautiful mobile transcript has attracted TOPSHOP to join. The rapid development after its arrival in China is obviously closely related to the strategic vision of Shangpin.com's vision in mobile. Even Lei Jun, the investor, once said on his Weibo that the performance of Shangpin.com exceeded his expectations.

At the beginning, if TOPSHOP planned to seize the market as quickly as other brands, it may suffer from the winter of the real economy. Now, it has successfully created a new image of "TOPSHOP on mobile phones" in China and has achieved remarkable results. The cooperation partner Shangpin Network has been undeniable. Their cooperation case deserves to be studied by other foreign brands wishing to enter the Greater China market.