H&M的成功因素

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閆

H&M

閆

The Success Factors of H&M

閆

D978饋覷33 D978饋饋饋覷 D978饋490 D9678490 D97877饋9 D9889694 D98864覷0 D9889饋覷8 閆

閆

覷00

閆

(2)

閆

閆閆 H&M Erling閆Persso

覷947 COS Monki Weekday Cheap閆Money H&M閆Homes H&M H&M 40 饋300 閆閆閆 H&M 閆覷. 閆 H&M ICT 閆饋. 閆 H&M 閆 3. 閆 H&M 閆閆閆 H&M ZARA H&M 閆閆閆

H&M ZARA閆

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Abstract

H&M is a global fashion brand and pioneer of design collaborations with style icons which was founded in Sweden 1947 by the Erling Persso. It includes COS, Monki, Weekday, Cheap Money, H&M Homes and offers

fashion and quality at the best price. It also offers a varied assortment for the entire family and concepts for ladies, men, teenagers and children. H&M currently have over 2300 stores in more than 40 market of the world.

“Fast”, “Cheap”, “Fashion” are not only the major concepts but also the strategies of H&M. There will be divided into three analyzed result by

strategy matrix analysis. By fast analysis, H&M owes outstanding information management system “ICT” which can transfer from designation to production in only three weeks. By cheap analysis, there will no own manufactured base and all products are produced by cheap labors in third world countries. By fashion analysis, H&M co-works with famous designer and stars to raise brand awareness and keep pace with stylish. Finally combining with the latest annual financial report of H&M and ZARA will make H&M an invincible position in the fashion world by strategy comparison.

Key words: Fashion, Fast Fashion, Fast Fashion Model, H&M,

ZARA

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閆

閆---閆覷閆

閆

閆---閆饋閆

閆

閆---閆3閆

閆H&M

閆---閆8閆

閆H&M

閆---閆覷0閆

閆

閆---閆覷3閆

閆

閆---閆覷7閆

閆

閆---閆覷8閆

閆

閆---閆3覷閆

閆H&M

ZARA

閆---閆43閆

閆

閆---閆44閆

閆

閆---閆47閆

閆---閆50

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閆

閆閆 H&M H&M H&M H&M 閆閆閆 H&M 。閆

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閆

閆閆

閆閆閆

閆

閆閆 Chanel Dior Louis閆Vuitton

H&M ZARA UNIQLO

H&M 閆

閆閆 H&M 覷30

H&M H&M

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閆

H&M

閆

閆閆 H&M 覷947 · (Erling·Persson) (Vasteras) Hennes H&M (Hennes ) Hennes 60 覷964 覷967 閆閆閆覷968 MauritzWidforss Hennes Hennes&Mauritz(Mauritz ) H&M 70 H&M 覷976 覷98饋 · · Stefan·Persson H&M 覷5 30 閆閆閆 H&M Fashion閆and閆Quality閆at閆the閆 Best閆Price H&M 700

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覷00 饋0覷覷覷0 H&M 4饋饋饋78 閆閆閆 H&M 87,000 H&M

閆

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閆

閆閆覷980 閆 H&M 閆 Rowells 閆覷990 閆閆閆覷998 閆閆閆饋000 閆閆閆饋004 閆閆饋006 閆閆閆饋007 閆閆閆 COS閆-閆Collection閆of閆Style 閆饋008 閆閆閆

FaBric閆Scandinavien閆AB Monki Weekday

Cheap閆Monday 閆饋009 閆閆閆閆 Monki Weekday 閆 H&M閆Home 閆饋0覷0 閆閆閆閆閆

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H&M

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H&M饋0覷0

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H&M

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閆閆閆閆閆閆閆閆閆閆閆閆閆 H&M饋0覷0 閆閆 H&M饋0覷0 閆閆

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H&M

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H&M 閆閆閆閆閆閆閆閆閆閆閆 H&M饋0覷0

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閆閆閆閆閆閆閆 H&M 閆閆 H&M饋0覷0 閆閆閆閆閆閆閆閆閆閆 H&M 閆閆 H&M饋0覷0

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閆

H&M

閆

閆閆 H&M 閆

閆

閆閆閆

閆

閆閆 H&M H&M 閆閆閆 H&M OEM 700 60% 40% H&M

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閆閆閆 ICT 閆

閆

閆閆 H&M 饋004 閆閆閆 7-覷覷 7-覷覷 7-覷覷 7-覷覷閆閆閆 H&M H&M H&M H&M 閆

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H&M

閆

H&M

ICT

閆

閆覷 H&M 閆

閆

閆閆 H&M ICT(Information閆 and閆 Communication閆

Technologies)

H&M ICT H&M

H&M H&M 閆閆閆 H&M 閆閆閆閆閆 ICT 閆

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H&M

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H&M

閆

閆饋 H&M 閆閆閆閆 H&M DHL Green閆Cargo H&M H&M H&M H&M 閆閆閆 POS ICT ICT 閆 40%閆閆 60%閆閆閆閆閆閆閆閆閆閆

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閆

閆閆 H&M H&M 閆閆閆 H&M H&M H&M H&M H&M 閆閆閆 H&M H&M H&M

閆

閆閆 H&M Takten

H&M CEO H&M

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ICT Information閆and閆Communication閆Technologies H&M 閆閆閆 H&M 閆閆閆 H&M ICT ICT ICT H&M 閆閆閆 ICT H&M ICT 閆閆閆 ICT H&M H&M

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H&M 閆

閆

閆閆 H&M H&M H&M 閆

閆

閆閆 H&M

H&M

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閆閆

H&M

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A0覷閆 A0饋閆 A03閆 A04閆 A05閆 A06閆 A07閆 A08閆 A09閆 A覷0閆 A覷覷閆

閆閆閆閆閆閆閆閆閆閆閆閆 B0覷閆 B0饋閆 B03閆 B04閆 B05閆 B06閆 B07閆 B08閆 B09閆 B覷0閆 B覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 C0覷閆 C0饋閆 C03閆 C04閆 C05閆 C06閆 C07閆 C08閆 C09閆 C覷0閆 C覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 D0覷閆 D0饋閆 D03閆 D04閆 D05閆 D06閆 D07閆 D08閆 D09閆 D覷0閆 D覷覷閆閆閆閆閆閆閆閆閆閆

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閆閆閆閆閆閆閆閆閆 F0覷閆 F0饋閆 F03閆 F04閆 F05閆 F06閆 F07閆 F08閆 F09閆 F覷0閆 F覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆

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覷.

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閆閆閆閆閆 H&M 覷饋閆閆閆

H&M

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閆閆 ICT 閆閆閆 H&M 閆閆閆 H&M 閆閆閆閆

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饋.

閆

閆閆閆閆閆 H&M EU 閆閆閆閆閆閆 H&M OEM 閆閆閆 H&M 60%~70% 覷0 ) 閆閆閆 H&M H&M ICT 閆閆覷. 閆饋.H&M 閆 3. 閆

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3. 閆

閆閆閆

閆閆

ICT H&M

CEO Takten POS

OSF

H&M ICT

ICT 閆

閆閆閆

閆閆 ICT H&M H&M

閆閆閆 H&M ICT 閆閆閆 H&M ICT 閆閆閆 POS OSF ICT 閆

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4. 閆

閆閆閆閆閆閆閆閆 H&M 閆閆閆 H&M 閆閆閆 H&M DHL Green閆Cargo 閆閆閆閆閆閆閆覷.H&M ZARA ) 閆饋.H&M 閆

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5. 閆

閆閆閆閆閆覷. 閆饋.H&M 閆 3. ZARA H&M 閆閆閆覷.H&M H&M H&M 閆饋. 閆閆閆 H&M ICT 閆閆閆 H&M 閆閆閆 H&M 饋300 4覷 H&M 閆

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閆閆覷.H&M ( ) 閆饋.H&M ( ) 閆 3.H&M 閆

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6. 閆

閆閆閆閆閆覷. H&M 閆饋.H&M 閆 3.H&M EX Versace Jimmy閆choo Lavin 閆閆閆 H&M 閆 60~70% 閆閆覷0% H&M 閆閆閆 H&M 覷00 500 閆閆閆 H&M 饋/3 閆閆閆 H&M H&M 閆

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閆閆 H&M

H&M

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7. 閆

閆閆閆閆閆 H&M閆Magazine H&M Twitter H&M YouTube Fashion閆TV 閆閆閆 H&M 閆閆閆閆閆閆 ZARA H&M 4 閆閆閆

閆

閆閆 H&M 閆

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8. 閆閆閆閆閆閆 H&M 閆閆閆閆閆閆閆閆閆閆覷.H&M 閆饋.H&M H&M 400~600 覷0% 閆閆閆 H&M 閆閆閆覷.H&M H&M 閆饋. 閆 3.H&M

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9. 閆

閆閆閆閆閆 T 閆閆閆 H&M 覷5~30 閆閆閆 H&M 閆閆 H&M 閆閆 H&M 閆閆閆覷5~30 H&M 閆

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覷0.

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覷覷.

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閆閆閆閆閆閆閆閆閆閆閆

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閆閆 H&M 閆 F03閆閆 B0覷閆閆 D09閆閆 D0覷閆閆 F0覷閆閆 F08閆閆 D覷0閆閆 F0饋閆閆 D0饋閆閆 D覷覷閆閆 E0饋閆閆 F04閆閆

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閆閆閆閆閆閆閆閆閆閆閆閆 B0覷閆 B0饋閆 B03閆 B04閆 B05閆 B06閆 B07閆 B08閆 B09閆 B覷0閆 B覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 C0覷閆 C0饋閆 C03閆 C04閆 C05閆 C06閆 C07閆 C08閆 C09閆 C覷0閆 C覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 D0覷閆 D0饋閆 D03閆 _D04閆 _D05閆 _D06閆 _D07閆 _D08閆 _D09閆 _D覷0閆 _D覷覷閆閆閆 _閆 _閆閆 _閆 _閆 _閆閆 _閆 _閆 _閆

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F0覷閆 F0饋閆 F03閆 F04閆 F05閆 F06閆 F07閆 F08閆 F09閆 F覷0閆 F覷覷閆

閆

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閆

B0覷 D0覷 F0覷閆 H&M ；，閆 F0覷 D09 D覷0 D覷覷閆閆 D0饋 E0饋 F0饋閆 H&M 60%~70% 、，閆 F0饋 D09 D覷0 D覷覷閆閆 F03 D09 D覷0 D覷覷閆 H&M ，，閆

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閆 F04 D09 D覷0 D覷覷閆 H&M 閆 D09 D覷0 D覷覷 F08閆 H&M 閆

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饋.

)閆

閆

閆閆閆閆閆閆閆閆

閆

閆閆 H&M 饋0 H&M ICT H&M ICT

ICT H&M ICT

C0覷閆閆 E06閆閆 F03閆閆 C05閆 A04閆閆 A06閆閆 E0饋閆閆

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閆

閆閆閆 _閆閆閆 _閆 _閆 _閆 _閆 _閆 _閆 B0覷閆 B0饋閆 B03閆 B04閆 B05閆 B06閆 B07閆 B08閆 B09閆 B覷0閆 B覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 C0覷閆 C0饋閆 C03閆 C04閆 C05閆 C06閆 C07閆 C08閆 C09閆 C覷0閆 C覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 D0覷閆 D0饋閆 D03閆 D04閆 D05閆 D06閆 D07閆 D08閆 D09閆 D覷0閆 D覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆

閆

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閆

E06 C05 A06 C0覷 E0饋閆

ICT H&M ICT

ICT ICT ICT ICT 閆 C0覷 E0饋 A04閆閆 A04 C05閆閆 C05 F03閆 H&M ICT 閆

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閆

3. 閆

閆閆閆閆閆閆閆閆

閆

閆閆 H&M H&M H&M 覷980 H&M H&M H&M H&M 饋004 H&M A08閆閆 F08閆閆 F05閆閆 B05閆閆 F07閆閆 A07閆閆閆 A06閆閆 D07閆閆

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閆

閆閆閆閆閆閆閆閆閆閆閆閆 B0覷閆 B0饋閆 B03閆 B04閆 B05閆 B06閆 B07閆 B08閆 B09閆 B覷0閆 B覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 C0覷閆 C0饋閆 C03閆 C04閆 C05閆 C06閆 C07閆 C08閆 C09閆 C覷0閆 C覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆 D0覷閆 D0饋閆 D03閆 D04閆 D05閆 D06閆 D07閆 D08閆 D09閆 D覷0閆 D覷覷閆閆閆閆閆閆閆閆閆閆閆閆閆

閆

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閆

A08 B05 F05 F08閆 H&M H&M H&M H&M 閆 D07 A06閆 H&M H&M 閆 A06 A07 F07 F08閆

H&M H&M H&M Twitter

H&M H&M

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H&M

ZARA

閆

H&M

ZARA

閆

閆閆閆 H&M閆 ZARA閆閆 H&M閆 INDITEX閆閆閆閆閆閆閆閆饋0 閆覷4 閆閆 60% 閆 50% 35% 閆閆閆閆閆 Lanvin閆Versace 閆閆閆閆閆閆饋300 閆 55覷4 閆 :

閆

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閆

閆閆閆饋0覷0 閆饋0覷覷閆饋0覷0 ( )閆饋0覷覷 ( )閆饋0覷覷 (%)閆 H&M閆 Apparel閆饋覷閆饋覷閆覷6覷.36閆覷64.59閆饋閆 ZARA閆 Apparel閆 48閆 44閆 74.68閆 80.65閆 8閆 GAP閆 Apparel閆 84閆 84閆 39.6覷閆 40.4閆饋閆 LV閆 Luxury閆覷6閆覷8閆饋覷8.6閆饋3覷.7饋閆 6閆 GUCCI閆 Luxury閆 44閆 39閆 83.46閆 87.63閆 5閆 HERMES閆 Luxury閆 69閆 66閆 47.8饋閆 53.56閆覷饋閆 ARMANI閆 Luxury閆 95閆 93閆 34.43閆 37.94閆覷0閆 Burberry閆 Luxury閆覷00閆 95閆 3覷.覷閆 37.3饋閆饋0閆

Millward閆Brown Brand閆Top閆覷00 The閆Best閆Global閆Brands 閆閆

H&M

ZARA

閆閆閆閆閆閆閆閆閆閆閆閆閆閆

閆 / 閆 H&M閆 ZARA閆饋006 閆覷饋閆覷0.覷閆饋007 閆覷5.覷閆覷饋.6閆饋008 閆覷7閆覷饋.6閆饋009 閆覷8.饋閆覷3.饋閆饋0覷0 閆饋0.覷閆覷7.4閆閆

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閆

閆閆 Fast閆Fashion H&M 閆閆閆 H&M H&M 閆閆閆 H&M 閆閆閆 H&M ICT ICT H&M 閆閆閆 H&M 4% 閆閆閆 H&M 閆

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閆

/ / /ISBN 957-7饋9-覷75-9/ 饋00覷.0覷閆

閆

/ / / 閆 /饋0覷0 覷饋閆

閆

覷. 閆閆閆饋0覷覷覷饋 09 閆饋. H&M / 閆饋0覷覷 0饋閆 3. / 閆饋0覷覷 0覷閆 4. 4 H&M / 閆饋0覷0 07 閆 5. H&M WalMart / 閆饋0覷0 05 閆 6. H&M / ( )閆饋0覷0 0饋閆 7. H&M / · 閆饋009 覷饋閆 8. H&M / 閆饋009 08 閆 9. H&M ICT / 閆饋009 07 閆覷0. ZARA H&M / 閆饋009 03 閆覷覷. H&M 饋00 / 閆饋008 覷覷閆覷饋. H&M / 閆饋008 Z饋閆覷3. ZARA H&M / 閆饋007 05 閆

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閆

覷. H&M 閆 http://www.hm.com/cn/閆饋. H&M 閆 http://zh.wikipedia.org/wiki/H%饋6M閆 3. H&M MBA 閆 http://wiki.mbalib.com/zh-tw/%E7%9覷%9E%E5%85%B8H%饋6M%E5%85%AC%E5%8F%B8閆 4. H&M 閆 http://big5.china.com.cn/info/zhuanti/gjzmppjc/饋008-09/饋4/content_覷65 饋473覷.htm閆 5. H&M 閆 http://www.haibao.cn/brand/覷030/閆 6. H&M 閆 http://news.cnyes.com/Content/饋0覷覷09饋饋/KDZ8JXVPD饋MJQ.shtml?c=detail閆 7. ZARA H&M 閆 http://news.xinhuanet.com/fashion/饋0覷覷-09/覷6/c_覷饋饋045覷77.htm閆 8. H&M 閆閆 http://www.nz86.com/article/覷88849/閆 9. H&M 閆 http://www.texindex.com.cn/Articles/饋0覷覷-覷-饋8/饋饋8597.html閆覷0. Lanvin閆H&M 閆閆 http://www.vogue.com.tw/fashion/mix_match/content-5覷09.html閆覷覷. H&M docin.com 閆 http://www.docin.com/p-58640570.html閆覷饋. ZARA H&M 閆

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http://manager.ef360.com/Articles/饋009-9-饋9/57793.html閆

覷3. 閆

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閆

H&M

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H&M的成功因素

閆

H&M

閆

The Success Factors of H&M

閆

閆

D978饋覷33 D978饋饋饋覷 D978饋490 D9678490 D97877饋9 D9889694 D98864覷0 D9889饋覷8 閆

閆

閆

閆

覷00

閆

閆

H&M ZARA閆

Abstract

Key words: Fashion, Fast Fashion, Fast Fashion Model, H&M,

ZARA

閆

閆

閆---閆覷閆

閆

閆---閆饋閆

閆

閆---閆3閆

閆H&M

閆---閆8閆

閆H&M

閆---閆覷0閆

閆

閆---閆覷3閆

閆

閆---閆覷7閆

閆

閆---閆覷8閆

閆

閆---閆3覷閆

閆H&M

ZARA

閆---閆43閆

閆

閆---閆44閆

閆

閆---閆47閆

閆---閆50

閆

閆

閆

閆

H&M

閆

閆

閆

H&M

閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆 閆

閆

H&M

閆

H&M

閆

閆

閆

H&M

閆

閆

閆

閆

閆

H&M

閆

H&M

ICT

閆

H&M

閆

閆

閆

閆

閆

閆

閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆閆

閆閆 H&M

閆閆

閆閆閆閆閆閆閆閆閆閆閆閆閆閆