GAP formally advances into China's online distribution network layout

Global Apparel Retailer GAP began to formally launch its efforts in the Chinese market. Recently, it opened two new direct sales outlets in Beijing Xin Dong An Market and Chaoyang Joy City Store. As a result, GAP initially entered the Chinese market with four stores and an area of ​​more than 1,000 square meters.

For competitors ZARA and H&M who first entered the Chinese market themselves, the US$15 billion-a-year US apparel retail giant emphasized different market positioning. Yang Deming, president of GAP Greater China, told the Beijing Morning Post that GAP's simple casual style is self-contained and does not worry about comparing with other competitors.

It is understood that, in line with the physical store, GAP opened an online sales channel for the Chinese market at the same time. Fast fashion brand Gap is an out-and-out "old netizen." As early as 1997, when the Internet was just emerging, it created an online store. Recently, it is keeping up with the new network fashion. In August of this year, it launched an online discount campaign with 85 online shopping malls in North America and Groupon, a US online shopping giant, sold more than 440,000 discount coupons, which resulted in a revenue of US$11 million. In early November, Facebook, the world’s largest social networking site, also announced a new feature called deals that allows retailers to offer discounted deals to potential customers based on their geographical location. Gap immediately presented jeans to the first 10,000 consumers who came to its US retail stores and "checked in" through this feature, and successfully created a "long queue" in front of stores.

For Gap, in the case of fierce competition and the price does not account for any advantage, the key to victory is in the innovation of the marketing model and the degree of product development and customer engagement. The order distribution and execution of the current Gap Chinese website is completed by Shanghai Yishang Network Information Company, and its e-commerce operations team and warehouse system in China are completely independent from the rest of the world. Although it has not yet started to collaborate with Taobao and some of China's social networking sites due to its recent launch, in fact, it has already learned that friends shape the brand's reputation. Gap Chinese website specializes in providing a gift order service that gives its products to friends and family. It can be accompanied by a gift and at the same time, the amount will be hidden from the shopping details. “