The Influx Of International Brands Into Guangzhou Is Only A Minority.

Recently, a lot of fashion consumers in Guangzhou have been running around on micro-blog and WeChat: "MUJI and GAP are coming to Guangzhou to open shop!" in view of the fact that H&M and ZARA brands appeared in Guangzhou on the same day a large number of fans queued up on the same day a few years ago, some netizens predicted that MUJI and GAP would also be hot in Guangzhou. But there are also brand owners who ask questions: "let alone Hongkong, Beijing and Shanghai, MUJI and GAP have opened several stores in Shenzhen. Why do they come to Guangzhou now?"

Every time a brand new international brand enters, it will become a hot topic of fashion consumption in Guangzhou. But in terms of quantity or brand awareness, there are still a few famous international fashion brands entering Guangzhou, especially some fast fashion consumer brands that are popular with young people. When choosing to enter Southern China, the first place to open their shops is not Guangzhou. Is it because Guangzhou is not fashionable enough, and the consumption power of fashion consumers is not strong enough to let these international brands dare to enter?

　　 Is there any shop in Shenzhen that sells Guangzhou? Consumers are very confused.

Recently, GAP, the biggest fashion brand in the United States, which has made Guangzhou's fashion consumers "eagerly look forward to", announced that it will open in Panyu's Wanda Plaza by the end of this year. But the brand actually landed in Shenzhen at the end of last year. Not only did it first open Southern China's first store in Shenzhen, but also opened two stores in Shenzhen in the near future, such as Xinghe Coco Park and All City, while an international brand in the same period and two shops in the same city were also rare.

In 2008, the first shop in Southern China Yitian Holiday Plaza opened in Shenzhen, and the first shop in the Plaza of Guangzhou in China waited until 2010. ZARA was late in Guangzhou in 2011. UNIQLO opened shops in 2008 in 2008, and the opening time of the first shop in 2009 was in 2009; the British Fashion brand Kate Moss, which was popular with British models such as Kate Moss, chose its first store in the mainland of China last year to test the Chinese market in the form of pop-up shop. When many international fashion brands enter Southern China District, the first stop is not Guangzhou: ZARA's sister brand Bershka was distributed in Shenzhen central city as early as 2010, and opened 1 years earlier than Guangzhou's good store; ZARA and H&M were

Although many international fashion brands have been introduced into Guangzhou in recent years, they are still much later than other cities. Miss Wang, who works in television station, remembers the experience of buying ZARA in Shanghai and Shenzhen on a business trip a few years ago. "Remember, in 2006, ZARA first opened a shop in Shanghai, when some friends in Shanghai ran to the door in the middle of the night. I also went to ZARA to be included in Shanghai. Later, I tried to buy several pieces in ZARA, Shenzhen. clothes 。 Like this fast fashion brand, the goods are fast, almost every week with new products. If you are in Guangzhou, you will have a much greater chance of sweeping into the new products at the first time. Miss Wang said that in recent years, ZARA, H&M, UNIQLO and other brands that she often went to Hongkong to open up goods also opened stores in Guangzhou, but still not enough, such as GAP, foever21 and other young fashion people's favorite brands have not yet entered Guangzhou.

　 The influx of international brands into Guangzhou is only a minority.

Over the past few years, more and more international fashion brands that have only been bought in Hongkong and Macao have opened stores in the mainland of China. Some fast fashion brands also regard the Chinese mainland as a key area of layout, such as Inditex group's sister brands including ZARA, Pull&Bear, Massimo Dutti, Bershka and so on. Some international fashion brand giants will also enter the Chinese mainland market as a top priority. Recently, GAP announced plans to open about 35 new stores in Greater China in 2013, and the Guangzhou store is one of them.

Reporters from a 5 month released the "fast fashion brand mainland stores distribution table" to see, including the national ZARA, H&M, GAP, MUJI, UR, UNIQLO and other 10 fashion brands in the major cities in the distribution of stores, Guangzhou has more than 19 kinds of brand stores, and the number of Shenzhen 29. If a single brand is taken out to compare the number of stores in Guangzhou and Shenzhen, the number of shops in Guangzhou is less than that of Shenzhen. For example, there are 8 UNIQLO stores in Guangzhou, and 12 in Shenzhen. ZARA has opened 4 stores in Guangzhou, and 5 stores in Shenzhen. MUJI Muji has 5 stores in Shenzhen, and the first MUJI in Guangzhou will soon be opened. Regarding this, Huang Wenjie, executive director of the Guangdong Circulation Industry Association, said that at present, there are about 300 international brands in China, but there are less than 100 in Guangzhou. Compared with other countries, the entry of international brands into Guangzhou is still in the initial stage of development, and there is still a long way to go to reach the level of brand scale in the same large cities like Beijing and Shanghai.

　 Reason

Guangzhou has limited property conditions and Shenzhen has more quality stores.

It is understood that international fashion brands will do a very detailed market survey before opening stores, and they have strict standards for opening stores, such as the size, location, area and flow of people. Chen Zhenhai, general manager of real estate and Commerce of De Qin consulting company, thinks that from the perspective of brand development, Guang Shen belongs to the same level, but if the consumption level is concerned, the population of Guangzhou is much larger. But why is the fashion brand advanced in Shenzhen? Chen Zhenhai thinks that every brand has its own position. I believe that when the brand enters Southern China District, Guangzhou and Shenzhen are all cities that the brand must take. But in terms of specific operation, the brand has to open a new store, but also depends on the property situation. "Famous brands will not enter any field, and some brands require more than 1000 square meters of open area. If the property is only 800 square meters, it will not meet the requirements. In addition, it is possible to encounter the problem of time difference in property. For example, if an international brand wants to enter the first floor of Tianhe City, even the shopping mall also recognizes the brand, but the location is not immediately available, and it must wait until the end of the contract period of the existing property. Generally speaking, brand names clothing The contract period of shops in shopping malls is 5~8 years. Unless the brand is really attractive, relocation of the old tenants who are not yet mature will also involve compensation. Moreover, compared with Shenzhen, the new and high quality shopping malls are more likely to appear than Guangzhou. In recent years, Shenzhen has many new properties with superior location, and brands are easier to talk about good locations. However, compared to Guangzhou, the new venues in recent two years do not have Shenzhen quality. Most of them are located in the relatively suburban location of Baiyun District and Panyu District, which are far from the traditional definition of the downtown area, and may also become an obstacle for international brands to choose Guangzhou first.

　 Guangzhou people are pragmatic in consumption but huge in market potential.

Insiders say that many international brands are "love and hate" to the Guangzhou market. The overall retail market in Guangzhou is alluring, but Guangzhou people are pragmatic in consumption, and they are also the distribution centers of specialized wholesale markets. Therefore, Guangzhou will be the primary market after being compared with other cities in China. Huang Wenjie said that in recent years, there have been some changes in Guangzhou's consumer market. Many Guangzhou people's consumption concept is different from that of more than 10 years ago. The recognition and recognition of brands increased. Especially from Tai Koo Hui, a large number of international brands entered Guangzhou, giving Guangzhou consumers the opportunity to buy international brands at home. Therefore, with the increasing number of young fashion consumers in Guangzhou, the clothing prices of some international fashion brands positioned at 100~1000 yuan are more acceptable. The international brands enter Guangzhou later than Beijing, Shanghai and Shenzhen, but the market demand is more and more flourishing. More international brands will not miss Guangzhou. According to the insiders, Guangzhou will open more new shopping malls in the next few years, coupled with the upgrading of traditional shopping centres and the brand "blood exchange". Guangzhou people will be able to buy more international brands in the next two or three years.