Enterprises Should Not Adopt Fast Fashion At Will.

< p > commonly defined "< a href=" http://news.sjfzxm.com/news//20130614/346444.html > fast fashion < /a > means new products with high speed, parity and keeping up with fashion trends.

To speak more quickly is to be quick, ruthless and accurate.

Although it looks simple, but is it feasible for domestic enterprises to copy it?

< p > first look at the shocking data of a group of China's a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry: as of the end of last month, the total inventory of 50 listed companies in China has reached 57 billion yuan. What is the concept? According to the statistics of China's retail industry in 2012, excluding the old Fengxiang and Si Jie global enterprises in the top 10 listed apparel enterprises, the total sales volume of the top 10 listed apparel enterprises is only 58 billion 900 million yuan, which is basically equivalent to hoarding all the goods of the top 10 enterprises in the industry.

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< p > it can be said that China's clothing industry has reached the most critical moment. This is in sharp contrast to the fast fashion brands represented by H&M, a href= "ZARA", ZARA /a, UNIQLO, GAP, etc., and constantly increase their horse race enclosure in China.

According to statistics, as the world's top apparel retail group Inditex's main core brand, ZARA last year added 30 stores in Huaxin, and its stores covered 53 cities.

In 2012, the number of stores added to UNIQLO in Huaxin was 71, an increase of 43 compared to 2011, and the number of stores that covered 47 cities.

In 2012, ZARA, H&M, Muji, C&A, a href= "http://news.sjfzxm.com/news//20130614/346444.html" > GAP < /a > ten international fast fashion brands, the total number of stores in China reached 632, covering 66 cities in the mainland.

With the rapid growth of brand stores, there is no decline in popularity and clothing demand. Fast fashion has almost become a guarantee of the popularity of shopping centers.

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"P", the Chinese clothing industry began to reflect on a large scale, and propagandize only "fast fashion" to save China's clothing industry.

In fact, enterprises should not adopt the fast fashion at will.

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< p > first, let's take a look at ZARA, the world's first fast fashion brand. It is also the first company to put forward the concept of fast fashion in the world.

The reason why it can put forward this set of fast fashion theory has its unique advantages. It mainly focuses on the following three aspects.

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< p > first, the headquarters production base is located in a relatively low labor cost area like Portugal and Spain.

Abundant production resources and geographical advantages near Europe make them competitive in cost.

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< p > secondly, the fashion trend that is close to the mainstream of Europe.

Despite the strong rise of the New Oriental economies and cultural bodies represented by China and Japan in recent years, it is not enough to overturn Western centrism.

The western United States and Europe are still recognized as the birthplace of fashion in the world.

Especially in New York, London, Paris and Milan.

And ZARA is close to these areas, its buyers have a natural fashion sense and a good fashion culture atmosphere.

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< p > the last is the short to the extreme supply chain cycle.

It shortens the supply chain cycle to 15 days, which has great advantages in the world.

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< p > franchise system has an unparalleled advantage for a brand to expand rapidly to the whole country, get more operating capital and expand its popularity.

But franchisees can't control more factors. You can't integrate so many franchisees into a fully consistent operation system.

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< p > if you want to learn < a href= "http://news.sjfzxm.com/news/jingying/20130614/346466.html" > ZARA < /a >, local enterprises also need to reflect deeply on the current zero supply channels, change the traditional marketing channel thinking, and make a big operation for themselves.

Such as the use of IT Internet, digital tools, cloud computing, big data and other cutting-edge science to pform the supply chain management process.

It may be able to stand firm in the next 10 years.

ZARA is close to Europe and has a natural sense of fashion. Chinese enterprises rely entirely on local a target= "_blank" href= "http://www.91se91.com/" and designer "/a", even if occasionally inviting a designer is only temporary.

Unless you move your headquarters to Milan or London, it's a good idea, but the cost or the real reason is not allowed.

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