I'Ll Go To &Nbsp Wherever You Go; Fast Fashion Brand Chengdu Is Close To Fighting.

UNIQLO, C&A, ZARA, H&M...

fast

Fast fashion

Noun explanation:

"Fast, ruthless, accurate" as the main features of fast fashion apparel, new products to shop fast, and the characteristics of the public price.

Competitive strategy:

Many varieties, small batch, etc.

The clothing styles produced annually are 3-4 times that of the general enterprises. The products are replaced weekly and the price is less than that of the international famous brand 1/10.

Competitive advantage:

1, fast: in 15 days, the product can be completed from design, purchase, production to the sale of stores around the world.

2, low price: adopt the mode of "first class design, second class fabric and three price" reverse marketing, and reduce the intermediate links of the industrial chain.

Quick gold absorption campaign

4 brands enter Chengdu for 10 stores in two years

Rapid enclosure: Chengdu opens shop trend

Fast fashion, shop speed is also "fast" attention.

In Chengdu, a new round of shop fever is on the way.

As the first fast fashion brand in Chengdu, UNIQLO has opened 5 stores in Chengdu since March 2009.

The head of UNIQLO's marketing department said that it will open the first large store in Chengdu area next month, and its area will be close to 2000 square meters in Mall.

6 stores opened in Chengdu in two years, which is a relatively fast pace in the whole country.

C&A Chengdu's first store in Fuli Tian Hui Mall debut three months.

C&A brand manager said that young people in Chengdu are advocating fashion. "Optimistic about Chengdu market, we will continue to have more shop opening plans".

H&M opened two stores in Chengdu last November, namely, Kai Dan square and Fuli Tian Hui Mall.

The third shop in Chunxi Road is also in the process of preparation.

At present, ZARA also opened shops in Ito's Chunxi Road Hua Tang and Kai Dan square respectively.

Such a "fast" competition is a result of competition, because the fast fashion industry is in the strategic layout stage of horse racing enclosure.

{page_break}

Fast fashion business: billions of dollars per year

"In developing the market in the southwest, Chengdu has become a must for us with its spending power and development potential."

UNIQLO market people said they met the vitality and consumption power of Chengdu, and Chengdu could be the best in the country.

In 2010, the total retail sales of consumer goods in Chengdu amounted to 241 billion 760 million yuan, an increase of 18.8% over the previous year.

Among them, 63% enjoy consumption.

In terms of commodity categories, clothing, shoes and hats and needle textiles rank the top five.

"Several stores in Chengdu are selling very well."

UNIQLO market department said that Jinhua store has maintained a monthly sales volume of 2 million yuan for a small shop. This turnover is very exciting.

The rush to buy and the high sales volume fully demonstrated the huge market potential of Chengdu.

The industry has conservatively estimated that in front of these four brands, there will be hundreds of millions of dollars in big business opportunities every year.

Competitive weapon

The popularity of price parity is fast and accurate.

Speed of competition: 15 days from design to upper shelf

The success of fast fashion depends on business mode, not on products.

Ou Jianling, director of the office of Chengdu Retailers Association, said that the most prominent feature of fast fashion is "fast".

The latest season Dior latest dress has just appeared on the Paris T stage. After two weeks, the product with the latest Dior shadow can be found in the fast fashion shop.

The average period from design to sale is 180 days for traditional clothing enterprises.

And fast fashion in 15 days will be able to complete products from design, procurement, production to stores around the world shelves sales.

"The fastest way to deliver fashion is to make profits quite high."

Ran Lichun, President of Sichuan commercial chain association, thinks that the traditional retail mode of many department stores is playing the role of a property company, making profits by selling difference and management fees.

Fast fashion has its own complete industrial chain, from product design to rack up, every link can be committed to brand building, and through the efficient integration of the industrial chain, the cost has been greatly reduced.

{page_break}

Price competition: frequency effect under low price

"It's a big deal, and the price is not expensive. Now many young people wear a style."

This is the reason why many Chengdu white-collar workers like fast fashion.

They are eager for fashion but not capable of consuming high-end luxury brands.

The price of fast fashion clothing may not be as good as that of 1/10.

Parity can be popular. It is undoubtedly another important marketing tool for fast fashion.

According to a survey conducted by netizens in Chengdu, 53.86% of people buy new clothes at a cost of 100 yuan -500 yuan, and only 26% of them spend a thousand yuan at a time.

For the "first-class design, second class fabric and three price" mode, Li Yu, President of Sichuan Institute of marketing, said this is an anti traditional marketing mode.

He said that 60% of the profits in the apparel industry are in the middle of the industrial chain.

Reverse marketing is to compress the intermediate links, not only the products are very advanced, but also the prices have come down.

Li Yu said that under the premise of parity, a large number of fixed buying groups are more frequent replacement, and more frequent consumption such a "frequency effect" is a continuous profit.

Fight for fierce gold port to get together and settle down

Marching into Chengdu: luxury brand exploration

As the third luxury city, Chengdu's international first-line brand will reach more than 80%.

"The rapid growth of luxury goods in Chengdu has sent a strong signal to fast fashion products."

Ran Li Chun said.

Ou Jian Ling, director of the office of Chengdu Retailers Association, also said that whether a city has these brands represents the concept of whether it is fashionable or not.

{page_break}

Site selection strategy: competition for the most prosperous area

Kai Dan square, Fuli Tian Hui MALL, as well as the downtown area of Chengdu, UNIQLO, C&A, ZARA, H&M, these fast fashion brands in the shop location, also get together to appear.

"If you open a shop in Chunxi Road, then I have to open a shop in Chunxi Road.

You have chosen this newly opened shopping center, and I have to consider whether to enter or not.

According to people familiar with the situation, the demand for fast fashion brand location is very high, and it will be proposed to be first floor, cross layer and other conditions.

The major brands get together and settle down in the downtown area.

Nowadays, Chunxi Road, UNIQLO, ZARA and H&M have all grabbed the gold port.

Li Yu, President of Sichuan Marketing Association, said that choosing the best place for fashion information and people's flow is one of the survival rules of fast fashion brands.

It is better to make money in the gold trading area by choosing the gold position.

Market shock: local brands follow suit "fast fashion"

Not only in Chengdu, these fast fashion brands are expanding rapidly across the country.

"Now many brands in China are following the fashion of fast fashion."

Ran Lichun, President of Sichuan commercial chain association, said, for example, "ME&CITY" has been learning and learning from its name, and it is also being used for reference in marketing mode.

Ran Li Chun also pointed out that the local brands also have their own advantages, mainly in the understanding of the domestic market clothing consumption and the grasp of the trend of fashion. At the same time, the sales network resources built over the years are more daring to expand to the three or four line cities that foreign brands do not yet have.