Fast Fashion Brand Hits Chongqing Market, Local Brand Is Not Favored By Shopping Centers.

"Fast fashion" brand has won the favor of consumers with the advantages of keeping pace with fashion trends, various styles, fast supply and price positioning.

Popular fashion ZARA, H&M, C&A, UNIQLO and other "fast fashion". clothing After the brand has landed in Chongqing, recently, the fast fashion trend brands such as M jeans style (MC) and GAP of the United Kingdom ARCADIA group also began to lay out in Chongqing. Reporters yesterday learned that the first shop in southwest MC was officially settled in Wangfujing Monument for Liberation store in November 2nd. The flagship store of GAP will also open in 22 days in Chongqing's North City street.

Trends:

　　 Fast fashion brand Chongqing Market

In recent years, "fast fashion" brands such as ZARA, H&M, C&A, GAP, UNIQLO and so on have won the favor of domestic consumers and fast grabbed the market by keeping up with the fashion trend, the diverse and fast supply styles, the price positioning of the masses and so on. Nowadays, these fast fashion brands have been staged in the second tier cities such as Chongqing.

Reporters yesterday learned that, following last April's first store in Xingping, Nanping, Chongqing, the fast fashion brand GAP is now distributing its flagship store in the North Street of Jiangbei City.

Yesterday afternoon, the reporter saw in the North City street. GAP The flagship store is making the final decoration. The relevant person in charge of shopping mall in North City Street said that the store will be open on the 22 th of this month. The reporter sees, this store is next to the layout of H&M, UNIQLO two fast fashion stores.

And in November 2nd, MC, a fast fashion brand of ARCADIA group, the largest retailer in the United Kingdom, was officially located in Monument for Liberation, Wangfujing, Chongqing.

Yesterday, MC, director of marketing in Greater China, He Bin told reporters that this is the first store of MC in Southwest China. It will open two more next year. Within 3 years, Chongqing will have 5 shops in total. After 2014, it will even consider expanding to Chongqing's district and County cities.

Since then, several fast fashion brands have all been laid out in Chongqing. Reporter statistics found that C&A and ZARA now have 2 stores in Chongqing, 3 in H&M, and 5 stores in UNIQLO.

Reporters also got information from shopping malls. H&M and UNIQLO will also open new stores in Chongqing fortune shopping center and Dadukou new tin Ze mall at the end of this year. Haines, Maurice (Shanghai) Commercial Co., Ltd. (H&M), head of the public relations department, told a business reporter yesterday that H&M also plans to open more new stores, but it is not convenient to disclose the number of stores.

Industry:

Fast fashion brands occupy 30% market

In 2007, H&M opened its first store in Shanghai and opened the curtain of fast fashion brands to seize the Chinese market. With the gradual saturation of the first tier cities, the fast fashion brand accelerated the pace of roping the two or three line market from 2010.

According to statistics, as of October 31, 2012, C&A now has 47 stores in mainland China, 110 H&M, 236 UNIQLO stores, and 30 GAP. Yang Deming, President of GAP Greater China, told the media before: "by January 2013, GAP will have 46 stores in China."

The rapid expansion of these fast fashion brands also gradually erode the local market. Clothes & Accessories Market share.

"For the average shopping center, the market share of fast fashion is about 30%." MC, director of marketing in Greater China, said He Bin will continue to grow in the next ten years.

In the interview with a Commercial Daily reporter, sang Wei Sheng, a clothing marketing management consultant of China Ding Rui stone Holdings Limited, also said that from the offline retail market, fast fashion accounted for more and more market share, accounting for 20%~30%.

According to the "2013-2017 year China fast fashion industry business model and investment risk analysis report" published by the foresight Industry Research Institute, in 2011, the total sales volume of clothing in China increased by 27.33%, while the sales of fast fashion brands increased by nearly 50%.

Impact:

Local brands are not favored by shopping centres.

Compared with the rapid expansion of fast fashion brands, local clothing brands are suffering from serious decline in high inventories and profits this year.

According to the three quarterly report this year, the stock of 22 A share listed clothing companies in China has exceeded 38 billion yuan.

The winter clothing orders of Yu faction clothing also dropped by about 30%, and these local brands had settled in the local shopping mall in the 90s of last century, and now they have almost completely withdrawn. Deng Yi, President of the Chongqing style clothing association, told reporters in an interview with the business daily that Chongqing's clothing is mainly wholesale, and the proportion in the retail market in Chongqing is only about 10%.

According to statistics, ZARA has become one of the highest retail outlets in China's retail sector (the average annual sales volume per square meter), with an average effect of 4179 euros, which is 4 times that of domestic apparel enterprises. He Bin introduced that in the Chongqing area, the current fast fashion brand stores can achieve 3000 yuan, while the local brand is only about 800 yuan.

From shopping malls, fast fashion brands, which can quickly gather popularity, have also become their favorite brands.

"H&M and UNIQLO and other international fast fashion brands are famous and consumers are younger. Their brand effect can bring popularity to the entire shopping mall, which is our most valued place." Dadukou new Tian Ze International Plaza marketing planning department Wang Siyang told reporters yesterday in an interview with reporters.

The responsible person of the planning department of Shapingba Huang Hua new century Plaza also said that with the entry of foreign department stores and brands in recent years, the tastes of consumers were changed, and the local shopping centres were constantly upgrading and introducing a large number of more popular brands.

Noun interpretation

Fast fashion

The fashion world, with "fast, ruthless, and accurate" as the main feature of fast fashion and rapid rise, leads the global fashion trend. Fast fashion costumes always follow the trend of the season. The speed of new products to shops is amazing. The frequency of display is two times a week. This is exactly the same as "speed seeking" in the fast food era. The fast fashion of ultra high frequency updates, always follows the trend of the trend, so that people who pursue fashion are scramble for it.

Depth

The brand and raw materials are difficult to live in Chongqing style clothing.

In view of the fast fashion brand, there is a popular saying in the industry: "first class image, second rate product and three price". This is precisely the success of fast fashion brands.

First of all, these fast fashion brands have a good foundation and take the direct camp mode to control prices well and clean up inventory, so as to achieve retail sales at wholesale prices. And domestic brands basically take the route of agent joining, the original price is 300 yuan. clothes The price of terminal sales may be 600 yuan or even 1000 yuan, which has no advantage in price and can not avoid inventory problems.

How can local brands "quickly" rise? Sang Wei Sheng believes that the first thing is to solve the problem of brand image and cost control. It is understood that there are more than 3800 garment manufacturers in Chongqing, but there are only 1 well-known trademarks in the country. Secondly, the killer brand of fast fashion brand is fast updating and following the trend. Many of the local costumes were designed to produce the next quarter's products in the last quarter, unable to follow the trend of the season, and the inventory turnover rate is not high.

Deng Yi, President of the Chongqing Fashion Association, thinks that Chongqing clothing brand should make more styles and be restricted by raw materials. At present, the domestic wholesale cloth wholesale market in Hangzhou and Guangzhou, local cloth wholesale, on the one hand, the price is expensive; on the other hand, the variety is not complete.