Single Store Sales Of Billions Of "Fast Fashion" Hangzhou Performance

Single store annual sales of billions of dollars, not luxury, not LV or Chanel, but on one piece.

Last year, ZARA Lixing store sold over 100 million yuan annually, with an annual growth rate of about 15%. It is also a beautiful report card produced by the "fast fashion mode" over the past three years.

After rapidly opening up stores and snatching sites, ZARA, H&M, UNIQLO and other large parity cards also once quietly did business. I do not know if three years mean a development cycle. This year, these fast fashion shops began to be ready to move. It seems that there is a strategy to accelerate the opening of large stores. Not too long ago, the new Wah Yuen opened the UNIQLO Library of 2000 square meters, while two weeks later, the H&M that was about to start in Li Xing was 1500 square meters.

Compared with more than three years ago, when we first entered Hangzhou to grab the most prosperous stores, the current parity big card is obviously more emboldened.

"The area is above 1000 square meters" & "sales volume is over 100 million".

In September of 2007, the first time in Hangzhou, Zara appeared in Hangzhou. It first brought the concept of fast fashion. After that, Li Xing shop opened and its popularity exploded.

At that time, many luxury brands were somewhat scorned, but Zara's performance immediately shut up many "empty bearer".

"The performance in 2008 was about 70000000 yuan, and it was close to 90 million yuan in 2009. Last year, its performance exceeded one hundred million yuan, with an annual growth rate of about 15%."

Chen Min, chairman of Li Xing Plaza, Li Ming Plaza, said that the performance of several other shops was also good. Although UNIQLO had only 800 square meters, its performance was the best in Zhejiang Province, and the sales volume of ZARA's sister brand Bershka Lixing store was the highest in East China.

The big names in Hangzhou have been stationed in almost every store. Although the company has not disclosed the specific turnover, it seems that one after another has been running horses in circles. It seems that they can feel their enthusiasm for the market from one side.

For example, at the end of April, the new Wah Yuen opened the uniqo, at one breath take 2000 square meters store, if not extremely optimistic, how can such a big hand? May 26th will be in the Star Store H&M area of 1500 square meters, Chen Min said, to take this position, and even promised not to use "shop staircase" and "bathroom" the necessary opening conditions.

"Now these fast fashion brands open shop, the area below 1000 square meters is hardly considered."

Insiders say that for the big parity, they have passed the three year trial period, and have entered the stage of "opening up a large store and grabbing the market". Even some people have said, "the sales volume is only one hundred million yuan."

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Clerks in department stores serve fast fashion shop assistants.

It is not surprising that luxury stores can sell over 100 million yuan, because the bags in the shops are easily over $10000, and the sale of shoes to three thousand or four thousand yuan is also very common.

But relying on 99 yuan T-shirt, 199 yuan Chiffon sweater, 299 yuan cold drag to support the world's ZARA is how to achieve annual sales of over 100 million yuan, I am afraid many circles have doubts.

Hangzhou fast fashion women shoes integration store

"Clerks in department stores fight against each other, and fast fashion salesmen rely on" folding clothes ".

People in the industry talk a lot about it.

If you go to a department store, a salesperson can buy a set of clothes worth thousands of yuan or even ten thousand yuan by recommending and matching skills, but if you change a shop assistant, you probably won't buy it at all.

But ZARA, H&M, and UNIQLO are not the same. No salesperson will tell you which T-shirt will be nice to wear, or you are suitable for this style instead of that. They are all busy folding clothes! Nevertheless, the clothes of ZARA Lixing store often fall to the ground.

Why can business still be so popular? Because all the goods in the shop are very easy to mix and match, and the guests stay for a long time, take all kinds of clothes to the fitting room, and dress up and enjoy themselves in front of the mirror.

"Fast fashion": the unit price is low, but the volume of single paction is quite high.

In fact, ZARA and H&M have been in Hangzhou for more than three years. They have brought the template of fast fashion, and have made the guests more accustomed to this integrated store that combines men's and women's shoes, bags and accessories. They are slowly changing the shopping habits of customers and quietly changing the brand mode of Hangzhou department stores.

Chen Min said that although the unit price of ZARA's goods is only two hundred or three hundred yuan, the main customers' consumption power is very strong. The average paction cost is 3000 yuan -4000 yuan, and the bag rate is very high.

This is why many guests go to ZARA, H&M, and place orders. Besides buying clothes, they buy clothes, trousers, shoes, bags, hats, jewelry and so on.

"Many brands of big companies cooperate with each other, and the richness of the goods in the counters increases, so that they can keep the guests."

At home, many Brand Company have calculated that guests do not stay in single brand shops for a long time, but in integrated stores, the time for guests to stay is significantly higher than that of single brand stores 3 times.

"They will choose and compare among different items. The turnover rate is very high."

The head of Brand Company said.

So, Li Xing's other stores also follow the ZARA mode and "profit", such as hot air, IgG, Levi 's, Saturday women's shoes integration store, and so on, business is also bullish, an increase of 30% over the same period is also normal.