La Redoute Cooperate With Azoya To Enter The Chinese Market

Although there was Britain before

Electricity supplier ASOS quit China's experience, another international

Electricity providers enter China.

In June 20th, La Redoute, the largest clothing supplier in France, announced its cooperation with Azoya, a Chinese provider of e-commerce solutions, to enter the Chinese market.

Founded in 1837, La Redoute, formerly a mail order company, has become a famous clothing supplier in France.

Its e-commerce sales platform covers more than 120 countries, becoming the third largest in the world in 1994.

And a member of the retail giant PPR (Pinault-Printemps-Redoute, later renamed Kai Yun group).

La Redoute main clothing and furniture, including Guess, Kaporal and Tommy Hilfiger and other well-known brands, its parity fashion positioning is very popular in the market.

Data monitoring company M e diam e trie, according to the monthly independent visit in France, ranked the electricity supplier enterprises. La Redoute ranked seventh in the country's monthly traffic volume of 5 million 746 thousand, second only to Amazon, Cdiscount and other international and domestic comprehensive electricity providers.

International business has accounted for 1/4 of La Redoute's total turnover, while China is the first country in which La Redoute has entered Asia.

"We have a total of seven overseas subsidiaries -- Britain, Belgium, Switzerland, Russia, Spain, Portugal, Sweden / Norway, as well as two markets -- Poland and Italy, which are directly operated by our headquarters," said Vanessa Xing, general manager of commercial development at La Redoute.

At the same time, we are developing laredoute.com website and selling business in the global e-commerce platform, and China is a very important growth point. "

"We hope to find a suitable partner who needs to be familiar with China's new market, including China's culture and consumption habits," said Saida Gallouj, director of International Development Department of La Redoute, in collaboration with Azoya.

With the help of this military adviser, La Redoute has selected product lines suitable for Chinese consumers and established micro-blog and WeChat public platform.

The entry of this La Redoute is marked by two big names: "French fashion" and "easy to get".

But in today's China, the four words "French fashion" are no longer enough for consumers to give generously.

In the field of light fashion, there are too many inexpensive choices on the domestic e-commerce platform, and the international brands ZARA and H&M have long established their foothold in China.

ASOS, which withdrew from China's local market in April, is a warning.

The British fashion business company, the same fashion player, left the market after losing 8 million 600 thousand euros (about 63 million 780 thousand and 200 yuan) in 3 years.

The La Redoute Chinese website will have more than ten thousand products on sale at the same time as the French official website. Alipay and UnionPay can achieve cross-border payment.

However, the reporter landed on his Chinese website in June 22nd and showed that it was still being debugged.

The world's 89 euros (660.05 yuan) postage looks tempting, but the 7-14 working days of direct mail mean that it may need to pay other costs to compensate for the patience of consumers.