Core Insights - H&M has reopened its first store in mainland China after a closure of over three years, now rebranded as "H&M Style Mansion," which serves as the brand's flagship and first experience center in China [1][4] - The reopening reflects a broader trend of foreign retail brands intensifying their localization efforts in Shanghai, focusing on deep adaptation to the Chinese market [2][4] Group 1: Store Reopening and Economic Context - The original H&M store opened in April 2007 and was a significant retail milestone, attracting long queues on its opening day [1] - Despite global economic challenges, Shanghai remains a key destination for foreign retail investment, with 554 new stores opened from January to July this year, including 11 global and Asian first stores [3] Group 2: Localization Strategy - H&M's new store emphasizes experiential consumption, featuring an H&M HOME concept store, an H&M&Café, and an H&M flower shop, along with a dedicated space for high-end collections and exhibitions [4][5] - The brand aims to enhance value-for-money offerings, as seen with IKEA's new initiatives targeting the elderly market and ALDI's price reductions on essential goods [5][6] - H&M is also integrating online and offline experiences, with a dedicated live streaming area in the new store to engage consumers through social media [6] Group 3: Economic Indicators - Shanghai's retail sales grew by 2.5% year-on-year in the first seven months of 2025, with a notable increase of 7.8% in July, indicating strong consumer resilience [6] - The ongoing success of foreign retail brands in Shanghai is attributed to their ability to understand local demands and innovate their experience models [6]
聚焦＂深度适配＂ 外资零售业争相续写＂上海故事＂
Sou Hu Cai Jing·2025-09-15 01:42