International Brands Are Difficult To Dominate China'S Clothing Market.

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A person who has been in the clothing industry for many years told reporters that she was more optimistic about ZARA and H&M. She believed that both of them had clear positioning and could walk ahead of the trend, which could bring fresh feelings to consumers.

Although the pricing of GAP in China has been adjusted, it is more competitive, but the style of clothing is not new.

Paul French, chief representative of Shanghai, a Chinese market research firm specializing in Chinese consumer and retail market research, said in an interview that GAP, as a struggling brand in the international and US markets, seemed to be a little late at the time when it hoped that China would become its salvation.

Whether they are ZARA or H&M, they have copied the European style to China, especially ZARA, even the props in the store have been shipped from Europe.

The reason why most of the clothes sold in Chinese shops are trumpets are all small plates, all of which are from Europe. For relatively small Asians, the trumpet can meet the needs of the stature of the H&M.

In this regard, the subsequent GAP seems to pay more attention to the integration with the Chinese market.

In GAP's exclusive store on Huaihai Road, Shanghai, all the characters in the poster are made up of a Chinese and a foreigner. They want to tell the Chinese that the brand is international, but it also contains Chinese elements.

This contrasts with ZARA and H&M's strong emphasis on their European ancestry.

GAP also emphasizes human services, but it remains to be seen whether such a difference can really please Chinese customers.

From the impression of salesmen in the store, ZARA Chinese store staff are often arrogant and indifferent to customers and are considered to be in bad service.

Nowadays, the hot days on the first day of the opening of ZARA Nanjing West Road store in Shanghai have rarely been seen. Apart from the two quarter discount season, the gap between the remaining time passenger flow and local clothing retailers is not obvious.

An industry insider told reporters that although she was more optimistic about ZARA and H&M, she and her colleagues believed that after 10 years, the Chinese clothing retail market would be the world of local brands.

Because local brands have strong imitation ability, they will learn the advantages of international brands in a short time.

Paul French also said that one of the issues they are very concerned about is who will become China's ZARA, just like Metersbonwe's challenge to Hongkong's leisure apparel giants such as Giordano and G2000. He believes that the growth of Chinese local retailers in fast fashion is only a matter of time.

Paul French analysis, the disadvantage of local retailers is that their clothing series is not as "fashionable" as international brands, and marketing methods seem to be "somewhat cold" and the storefront is not attractive enough.

In addition, in such a face and identity supremacy market, brand lack of international status is also their short board.

But the advantage of local retailers is that they are very fast in the whole country when they make up their minds, and making profit margins is also an advantage.

In view of the rapid growth of income and disposable income of the two or three tier urban residents, we must not underestimate the importance of rapid distribution of goods to maximize sales and profits.