Founded in 1947, H&M is the originator of the fast fashion brand. Similar to the business models of other international fast fashion brands, H&M has also developed six sub-lines: COS, & Other Stories, Monki, H&M Home, etc. to meet the needs of different consumers. This year, H&M also released a new brand ARKET in London.

Compared to other brands, H&M's time to enter China was not long. Only 10 years ago, H&M opened its first physical store in mainland China. However, the development is very fast. At present, H&M has more than 500 stores in China.

In the past few decades, H&M has been arranging with ZARA and Uniqlo as "the world's top three fast fashion brands". However, in recent years, H&M has gradually distanced itself from these fast fashion brands: speed, H&M cannot fight ZARA. No ZARA is good-looking; than quality, H&M cannot fight UNIQLO.

In terms of digital transformation, H&M has adopted a conservative attitude: In 2009, Fast Retailing Group’s flagship Uniqlo entered the Tmall; in 2010, the Spanish fast-fashion brand Mango opened stores in Tmall; in 2011, the American fast-fashion brand GAP also settled in the sky. Cat.

According to H&M's financial report data for the third quarter of fiscal year 2017, H&M sales increased by 7% from the previous quarter to SEK 173 billion in the past 9 months. Among them, the sales volume in the Chinese market was 838,900 Swedish kronor, and the results were not too bright.

Obviously, joining Tmall this time and opening an online flagship store is a major strategic adjustment for H&M in the Chinese market. Karl-Johan Persson, CEO of H&M Group stated: “We are very happy to make it easier for consumers in Mainland China to come in contact with H&M. Tmall will become an important addition to our online store. We see great potential for future growth”.

The competition of fast fashion brands has entered the second half. The “two weeks new” business model has not been able to stand out in the fierce competition. Not only do brands need to think about new outlets in the business model, but they also have to think hard about how to keep tossing new gameplay in the world's most promising consumer market in China.