The British retailer Topshop and Topman signed a contract to expand the network of stores throughout mainland China, the company plans to open 80 stores in the country. The head of the holding, Philip Green, signed a contract with his partner in China, online fashion retailer Shangpin.com - the Chinese retailer will become the head of the project.
Shangpin.com is a site whose information is available to users only by subscription, and which provides its subscribers with access to Western brands. The resource has been cooperating with Topshop since 2014, providing an online presence of the British brand in China.
Within the framework of the signed agreement, the company aims to offer Chinese consumers an online shopping model that will be integrated with the brand’s offline retail. “The future of retail is with the omni-channel service,” says Philip Green. The authority of the Topshop and Topman brand and the experience of conducting retail business in the local market, plus the technical expertise of Shangpin, in his opinion, give reason to believe in the success of the planned enterprise.
Topshop and Topman currently have a minimal presence in the Chinese retail market - a shop in shop at Galeries Lafayette in Beijing, and two stores in Hong Kong, which were jointly opened with Shangpin.
Representatives of Shangpin said that among Chinese consumers there are already fans of Topshop and Topman - more than 30 million subscribers, and they will be happy about the opportunity to shop at the brand's retail stores in their cities. Shangpin intends to use Topshop and Topman's online consumer audience to drive traditional retail customers.
As part of the agreement, the first Topshop and Topman store will be opened in the spring of 2017 in Beijing or Shanghai.
We recommend an article on the development of omni-chanel service: http://www.shoes-report.ru/articles/prodazhi/3_prichiny_dlya_razvitiya_omni_channel/