H&M And Other Fashion Brands Are Rising Rapidly In The Chinese Market.

< p > ZARA, H&M, GAP, UNIQLO...

At present, these fast fashion brands are rising rapidly in the Chinese market.

< /p >

< p > strong > fast fashion brand keeps high growth < /strong > < /p >

< p > recently, GAP announced that it plans to expand its business in China and add 35 new stores on the basis of the existing 47 stores.

As an earlier entry into the Chinese market, ZARA has become one of the highest retailers in China's retail industry (the average annual sales volume per square meter). The average efficiency is 4179 euros, which is 4 times that of the domestic a target= _blank href= http:// www.91se91.com/.

Similarly, UNIQLO's largest overseas market from Japan is also in China.

According to reports, UNIQLO 70%'s growth in international market sales and 48% of total profit growth almost all come from the Chinese market.

< /p >

< p > compared with fast fashion brands, the Chinese apparel industry is experiencing a long winter.

According to the 2012 annual report released by the clothing companies of the current A share market, 67 a target= "_blank" href= "http://www.91se91.com/" > textile "/a" clothing enterprises, the performance of 30 companies has increased, and 37 have declined, and the performance has improved to less than half of the company.

Compared with 2011, the operation and profitability of the whole industry decreased significantly last year.

< /p >

< p > at present, high inventory has become the biggest problem in the domestic apparel industry.

At present, A shares listed apparel enterprises total inventory of about 57 billion yuan.

Even some people in the industry say frankly that if we sell the garments in the national stock market at present, we are afraid that we will not be able to sell them in three years.

< /p >

"P > < strong > the reporter observed four aspects of the consumer < /strong > /p >.

Less than P, a few years ago, you might have traveled to the most prosperous business district in the city, and you could not see the shadow of one or two fast fashion brands.

Now, just browse shopping mall, you can see H&M, ZARA, UNIQLO's huge store recruitment.

< /p >

< p > Why do people love fast fashion brands? First of all, "fast".

For a < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, fashion design is often one of the most important indicators.

The popular buying mode of fast fashion brands collects popular information and understanding of consumer demand in the retail market, and in the shortest possible time, "fashion" becomes a commodity on the shelf.

In traditional clothing industry, the process of a garment from originality to finished product usually takes more than 6 months.

But fast fashion brands can only be completed in two weeks from design to production.

The difference is 12 times.

That is to say, the goods of traditional clothing manufacturers have not been released before they are OUT.

< /p >

< p > in addition to the speed of listing, fast fashion brand sales style pays more attention to customer experience, and does not take the initiative to guide shopping. It is more like shopping in supermarkets.

In fact, behind this seemingly random style is the insight into the layout of consumer psychology so that customers can find what they want.

< /p >

< p > in addition, in the layout of stores, fast fashion brands have different focuses.

Some brands pay more attention to "visual impact". The same style of POLO shirts with more than 10 colors is placed in a concentrated manner to stimulate customers' desire to buy.

Similar color strategies are also widely used in shirts, knitwear, vests, suspenders and socks.

Some brands provide collocation guidance through the layout of goods, so that these products can be seen as "more joking" among consumers. They can not only match traditional "a target=" _blank "href=" http://www.91se91.com/ "dress" /a ", but also dress with the latest trend, so as to stimulate consumers' desire to buy.

< /p >

< p > moderate price is also a killer of fast fashion brands.

According to the information released by Boston Consulting Group, Chinese consumers spend about 1150 yuan per person per year, only 1/5 of the US per capita.

In this case, compared to the positioning of the popular clothing brand, the fast fashion brand with the concept of "light luxury" is obviously more appealable to the middle consumption level group.

"This is the most appropriate money to spend, and the greatest satisfaction has been achieved."

Insiders pointed out.

< /p >