Fast Fashion In 2010

On the afternoon of May 30th, Shanghai was the most prosperous Nanjing West Road.

It has been half a month since the opening of the global flagship store in UNIQLO, but the spectacular afternoon stretch from the entrance to the side of the store, which is more than 50 meters long, still shows the craze of this monster.

"It's crazy. I used to buy this kind of rush only on the day of opening up. Now it seems to be a regular program they continue to perform every day."

A journalist who also witnessed the popularity of UNIQLO was slightly exclaimed.

The persistence of time is not all.

ZARA, H&M, UNIQLO, etc.

Thanks to such a "growth" market reaction, ZARA, H&M, UNIQLO and other fast fashion have launched a high-speed expansion in China's first tier cities.

Such as the Swedish clothing brand H&M, its franchised stores expand worldwide at 10-15% per year, and the expansion rate in China has far exceeded its global average.

Last year,

According to some analysts' views, as H&M and UNIQLO brands have shown signs of saturation in the domestic market, it is natural and urgent to look overseas, especially in the rapidly developing Chinese market.

In addition to the crazy opening of franchised stores, there are also garment processing plants supporting investment in the same period.

Take UNIQLO as an example. 85% of its shelves are from 70 Chinese foundries.

In this way, with the upstream production support synchronized and the expansion of downstream channels simultaneously, and with the layout of Shanghai, Beijing, Guangzhou and other tier cities as the center, radiation and the strategic layout of the second tier cities, China's fast fashion world is completely foreign brands.

This is almost the other successful strategy for other retail brands to enter the Chinese market.

At present, it is obvious that ZARA, H&M, UNIQLO and other flagship stores, which are set up in the first tier cities, not only bring huge sales, but also one of the purposes is to train consumers' brand awareness in China's two or three tier cities.

The long line of fishing is obvious.

The hunt has already begun, and domestic clothing brands can only wait for the site to lose.

It is gratifying to note that in the field of "fast fashion" pioneered by foreign brands, the strength of Chinese local clothing brands has finally begun to emerge.

For example, in the name of "fast fashion", join the new URBAN EIGTHDAY who is fighting against the positive competition of foreign brands.

"Be the real ZARA of China."

At the end of May, after finishing the first month's performance, Wang Xia, general manager of the eighth day city brand founder and Shanghai Jiacheng Garments Co., Ltd., declared high profile in the "fast fashion" profit model Investment Summit.

Prior to May 1st, the eighth day of the city opened in Nanjing West Road, Shanghai, where ZARA, H&M and UNIQLO have all settled down.

At the Investment Summit, Wang Xia said that 4 direct outlets will be opened in China within the year, and the signing of the contract of the direct outlets of the provincial capital cities will be completed in the second half of the year, and a 3 year listing plan will be released.

{page_break}

Wang Xia even said that China's local brands involved in fast fashion know more about China's local culture than H&M, and know what "Chinese consumers wear", and is more daring to expand to the three or four line cities that foreign brands do not have large scale.

The eighth day's "public bidding" is actually not an isolated case.

Before, the domestic enterprise that saw fast fashion business opportunity has been eager to try.

One of the first areas aimed at this field is the Metersbonwe that makes casual clothes for teenagers.

The brand ME & CITY launched by the company is aiming at this market.

Designed by French designers, it launches more than 3000 styles of clothing every year, and completes the design, trial and assembly, finalization, sample making, volume statistics, bulk production, logistics and distribution in 70 days, almost synchronizing with H&M.

In line with the rapid expansion of H&M, ME & CITY has also launched a nationwide "fast buying shop" and more than 1000 square meters of mass volume shop.

It is understood that last year, the United States in 19 provinces and cities to buy or rent the way to get 39 commercial real estate, involving a total of 785 million yuan for ME & CITY store expansion, rush to eat fast fashion.

Similarly, MEKAR, the brand of its products, has also announced its entry into the international fast fashion. It also regards ZARA as its goal, "building China's first truly fast fashion brand and becoming China's ZARA".

Mei Kali apparel said that it would provide high quality and low price international fast fashion women's clothing through the collection of the best selling single product and the brand marketing director of each season, through the way of revision and group payment.

In addition, Guangzhou based Yi Miao also started trying "fast fashion" mode last year. The first model store of Yi Miao has opened in Guangzhou.

What does local brands rush to eat?

However, as far as the current reality is concerned, the fast fashion brand can be seen as a strong hand.

In fact, even the domestic first-class brands such as the United States have fallen off in the "fast fashion".

In the third quarter of 2009, the ME & CITY, which threw a lot of money, was not only in a state of loss, but also did not complete the plan to realize 100 stores within one year.

At the same time, Smith Barney net profit fell by nearly 60%, though not all blamed on ME & CITY, but it was dragged down easily.

In the positive confrontation with international fast fashion brands, most brands, including ME & CITY, tend to be fast fashion models, or they are obviously at a disadvantage.

It is obvious that in most Chinese clothing brand shops, there is a great disparity between the popularity of brands, the number of consumers, the frequency of apparel fitting and the volume of trading.

"The reputation of the brand is not enough, and the degree of consumer recognition is not high."

ME & CITY shopping guide said that at present, it is not enough to cultivate more loyal customers. "Those faithful are not loyal brands, but discounts."

However, local brands still have their own advantages which are not rare.

The city's eighth day "killer" is China's fast fashion business model after two years of deliberation and preparation.

"Global buyers and designers of international procurement + localization trend trend guide, supply chain guarantee 8 days to complete the new product production and delivery of the bet agreement, logistics and distribution system to adopt the allocation system to set up a pit warehouse, the introduction of ICBC to implement the third party protection of funds, liberalize franchise chain to build a fast terminal operation system."

Wang Xia said that, in addition, she also constructed a training, internship and employment system for eighth days of College Students' training through the difficult employment of Chinese university students, and also solved the talent gap for the eighth day development of the city.

As we all know, at present, foreign brands are fast fashion without exception. In China, the direct operation system is adopted in China. The eighth day of the city, however, has solved the difficulty of joining the chain with the introduction of the distribution system and the third party guarantee.

Therefore, in the view of many dealers, such as the eighth days of the city, such a fast fashion model design emphasizes the distribution system, and the third party financial guarantee of ICBC is the difference between the advantages of Yu Yang brand.

Relying on its original channel advantage, ME & CITY has gone deep into small and medium-sized cities such as Guangxi and Baise to prepare for the franchisee strategy launched in 1-2 years later in other parts of the country.

However, many dealers still say that although Chinese local enterprises have these advantages, the key to the outcome of the comparison with foreign brands is to see the integration power in the late operation.