"Fast Fashion" Begets The City &Nbsp; How Should Traditional Clothing Enterprises Cope With It?

For the "post-80" and "post-90s", the world famous brands can be counted as family names. As for Zara, GAP and H&M, they are famous for their consumption habits.

Many people know that Xiamen SM two and Fuzhou Financial Street Wanda Plaza have Zara, and many people know that the price of Zara is even less than that of Metersbonwe's high-end brand ME&CITY. It is also known that Zara's new products can be sold at two times a week. In view of this, Zara exceeds GAP as the leader of "fast fashion" brand.

At Zara SM store in Xiamen, customers are coming in.

"I bought a H&M jeans in Hongkong. The quality is very good. It costs only about 200 yuan."

Lin Zong, a textile and garment company in Shishi, believes that if these "fast fashion" brands attack the two or three line cities in a big way, the Shishi casual wear brand will face unprecedented challenges. In fact, the internationally renowned fast fashion brand led by Zara really moves to the two or three line cities while taking into account the first tier cities.

Ningbo, Xiamen, Fuzhou, Wuhan, Zhengzhou...

These "fast fashion" brands are just like McDonald's and KFC. You and I have started to attack each other. From 2006 to now, Zara has opened more than 70 stores, and the number of stores that went into the domestic market in the early 4 years has been around 70.

The goal of CABBEEN Cabbeenchic's single store sales to reach 10 million yuan / year and no more than 100 stores is proposed by Mr. Yang Ziming. It can be done for many domestic clothing brands, but it is quite difficult.

It is understood that in 2006, Zara Shanghai Nanjing West Road store opened 800 thousand yuan on that day, and the sales of H&M Xidan joy shop opened nearly 2 million yuan a day for the first few days. In 2010, the sales volume of H&M single store remained at 2 million yuan, setting an industry record.

"Multiple killing" points to traditional clothing enterprises

In China, the entire traditional clothing industry chain can be divided into 7 parts, namely, manufacturing, design, raw material procurement, warehousing, pportation, order processing, wholesale operation and terminal retail. Whether in Guangdong, Jiangsu, Zhejiang or Fujian, the traditional garment production enterprises have to walk through these links. The average cycle is 180 days. The world famous brand is generally 120 days, but Zara generally takes 15 days, H&M ratio.

Not only that, but when traditional channels began to attack cities and towns, "net sale" became another brand of "fast fashion" brand.

As a late market maker, GAP has launched an online shopping website that provides free delivery service to the whole country. The price of the product is the same as that of the store. As for Zara, the official flagship store in Taobao is even cheaper than the store.

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Shishi textile and garment enterprises should "become faster"

"For these traditional garment production enterprises, the speed must be accelerated, otherwise it will be difficult to compete in the next few years."

Tian Qiming, chairman of Lin Hongnan and AI Dun Bao (China) Co., Ltd., chairman of Fucheng (China) Co., Ltd. believes that the main market of many garment enterprises in Shishi, Jinjiang and Fujian is still in the two or three line cities. With these "fast brands" becoming more and more popular in the traditional clothing production enterprises, the real contest begins. "Sooner or later this day will come, and we are slowly pforming."

Tian Qiming introduced that informatization is a required course for "fast fashion". As early as in 2009, AI Deng Bao was able to break through the traditional mode with the help of new information management platform, and break through the "meridians" of products and sales upstream and downstream.

Run hundred technology's work mainly manifests in three aspects: in the terminal, we have established the distribution and retail management system and the real-time management system based on the network, and strengthened the control of retail terminal. At headquarters, finance, personnel and membership management and patrol management are all covered. To franchisees, they need not worry about ordering, and they will not worry about the problem of unsalable and inventory, and improve the market reaction speed.

According to the introduction, besides shenden Bao, the Shishi garment enterprises including CABBEEN and Jinyuan also started the information construction project. Although they are different, basically they have established a comprehensive data processing system for production and operation data, which can realize fine management, carry out the analysis and prediction of market trends, and accurately grasp inventory and retail data, which helps enterprises to achieve "fast fashion".