H&M近期宣布了在中国市场线上平台扩展策略的新计划，在秋季将正式入驻拼多多与抖音等主要电商平台开设虚拟门店。根据最新报告的披露，该公司已经在上述平台上搭建了品牌专页，并已上线，覆盖范围从女装到家居用品等多个产品线。
目前，H&M已经在天猫和其他渠道设有官方店铺，并在此基础上持续扩大其在线业务布局，旨在触及中国第二经济体内的更多潜在消费者群体。面对服装、化妆品和珠宝行业可能遭遇的销售放缓甚至下滑局面，根据杭州智意科技的数据，今年8月期间，H&M在天猫平台上的店铺实现了75%的增长速度。
曾深受众多年轻中国消费者的喜爱与追捧，但在2021年，由于一则未标注日期的公司声明曝光了对新疆劳动权益问题的关注，这导致消费者对品牌的响应转向了民族主义情绪。此事件引发了一场抵制活动，其中H&M线下及线上店铺包括在天猫上的店面遭到了关闭。然而，在经过一段时间后，其天猫门店于2022年恢复运营。
新闻来源：www.bloomberg.com
原文地址：H&M Expanding Its E-Commerce Presence in China to Cement Share
新闻日期：2024-09-26
原文摘要：
is expanding its online marketplace presence in China, planning storefronts on e-commerce platforms including Pinduoduo and Douyin.The Swedish fashion retailer outlined its plan for the digital stores come fall in its most recent on Thursday. A quick check of the two Chinese e-commerce platforms shows the H&M stores are , offering products ranging from women’s wear to household supplies.The fast-fashion giant, which already has stores on ’s Tmall and , is expanding its online footprint as it seeks to reach more customers in the world’s second-largest economy. While retailers of clothing, cosmetics and jewelry have been experiencing a or even a drop in sales so far this year amid a consumption slowdown in China, data from analytics firm Hangzhou Zhiyi Technology show H&M’s Tmall store recorded 75% sales growth in the 12 months through August.Once the darling of many young Chinese consumers, H&M became the target of consumer nationalism in China in 2021, when social media users dug out an undated company statement expressing concern about accusations of forced labor in Xinjiang. That triggered a boycott, leading to some H&M stores being closed, including the of its online store from Tmall. The Tmall storefront was reopened in 2022.
