Competition For Billions Of Business Opportunities &Nbsp; Fast Fashion Brand Expansion In China Speed Up

May for the world Fast fashion Brand is a very busy month. May 3rd classic leisure fashion in the US brand Gap opened fifth flagship stores in China in Beijing. 5 in the middle of the month, the first large store in Southern China District of QQ, the Guangzhou high Tak land Plaza store and the Guangzhou new city standard store, will open on the same day. By the end of May, H&M The 2000 square meter shop will also open in Hangzhou. The global fast fashion brand has launched a new round of shops craze in China. They compete in the most prosperous area, and dig gold in the speed competition to compete for the huge cake of China's fast fashion consumer market.

　　 Phenomenon: fast fashion brand expansion speed up

Gap, C&A, ZARA, H&M, UNIQLO and so on, and so on, the global fast fashion brand is now in the layout of China. market This year, the expansion in China is becoming more and more rapid.

Apart from the opening of the classic American leisure fashion brand Gap in China's fifth flagship stores in May 1, one of the world's top four clothing retailing brands, UNIQLO, is also expanding the map of Yangcheng. The first large store in Southern China, Guangzhou Gode land Plaza Shop and Guangzhou 100 new city standard store will appear on the same day in mid and late 5. At the same time, UNIQLO's flagship store in Nanjing West Road, Shanghai will also be unveiled. Japan's fast retailing company, the parent company of UNIQLO, said it will open 100 stores in the Chinese market with an average area of more than 750 square meters in the short term, which may exceed 300 in the next 5 years.

In addition, H&M will issue a limited edition designated shop in Hangzhou lakeside business district. ZARA will also continue to accelerate its expansion in China. Its parent company Inditex announced in March that the number of stores that cover China's cities will increase from 30 to 42 in 2011.

Guangdong apparel and apparel industry association responsible person said that the fast fashion industry is in the strategic layout stage of horse race enclosure. Gap, UNIQLO, H&M, ZARA, C&A and other foreign brands all invariably shift the focus of internationalization to Asia, and constantly increase the Chinese market and speed up the pace of opening stores. For the Guangzhou market, in the past two years, fast fashion brands are expanding rapidly. ZARA has 1 stores in Guangzhou, H&M has two, and UNIQLO adds two to the end of the month.

The fast fashion retail chain market, which is rapidly rising in China, is just beginning to fight for the global fast fashion brand, which is seeking to dominate this 10 billion market.

　 Trend: open shop is the direction of future expansion.

This year, UNIQLO has opened about 2000 square operating areas in Guangzhou, Hangzhou and Shanghai. Among them, the new store located on the Nanjing West Road Nanjing West Road 3500 square meter business area is one of the largest flagship stores in the world. And H&M in Hangzhou Lixing famous shopping mall branch area is also about 2000 square meters.

"These brands need to talk about opening a shop. If they want to open their shop, they will have a large area. The area under 1000 square meters is hardly considered." Mr. Ye told reporters at the large shopping mall that he had spent 3 years in the water trial period and entered the stage of "opening up a large store and grabbing the market". Reporters also learned that the "big store strategy" will be the future direction of these fast fashion brands, and the area of hundreds of square meters is hard to satisfy their appetite.

Industry veteran believes that whether it is large stores, flagship stores, concept stores or limited designated stores, no matter to the size of the super store. The "big shop", which takes life hall, Star shop and flagship store as the main form, will become a development trend of the terminal form of enterprises. For consumers, the increase of large stores means more choices and better services, and the comfort level of shops will also increase.

　 Bottlenecks: the quality of the crazy expansion, hidden worries

In April this year, the Beijing Consumer Association released a test report showing that SA La Commerce (Beijing) Co., Ltd. ZARA brand number is 5627/594/700, Morocco origin dark trousers, the fiber content label is not consistent with the measured value, and is not up to the standard in acid resistance perspiration, alkali resistance perspiration and moisture resistance.

Because of the quality problem, the fast fashion brand of blacklist is not only ZARA. At the end of 4 this year, the AQSIQ announced that the fiber composition and content of the H&M baby's lower part were unqualified. In June last year, the Shanghai quality and Technology Supervision Bureau also announced that H&M's knitted casual coat was not qualified.

ZARA, H&M and other fast fashion brands have repeatedly come up with quality problems. The main reason is that the industry thinks it is too fast to expand. Jay, the industry insider, said that the low price and fast development result in the reduction of quality and the high cost of each store. Therefore, these companies will reduce costs, including raw material costs and labor costs.

Jay has made an account: if we calculate the average speed of 100 stores per year, the average number of 30 shop assistants in each store is 30. In addition, if the stores are increasing rapidly, the production capacity of some clothing brands is also worrying. It is understood that many of the fast fashion brands are mostly manufactured in China. If the stores are surging and the demand for products soar, whether the quality and quantity of the foundry factories can be guaranteed will be the problem.