告别激进?H&M中国战略变了

虎嗅APP
Jun 30, 2025

出品|虎嗅商业消费组作者|柳柳编辑|苗正卿题图|AI生成快时尚品牌们红极一时后早已纷纷“大逃亡”。H&M在中国市场正经历战略大调整,从规模扩张转向精细化运营,通过门店网络重构、渠道布局与本土化深耕,试图在竞争白热化的中国时尚零售市场中实现突围,找到有效增长路径。6月26日,快时尚巨头H&M集团公布了2025财年第二季度财报。财报数据显示,这家瑞典巨头似乎正在收获转型成效:2025财年第二季度同店净...

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