The Secret Of Fast Fashion To Dominate The Market In China

< p > in recent years, although China's whole a target= "_blank" href= "http://www.91se91.com/" > dress < /a > industry development slowed down, showing fatigue, but ZARA, H&M, UNIQLO and other international fast fashion brands did not seem to be affected, but accelerated the pace of expansion.

Since 2012, the major fast fashion brands have been competing in China to compete for market share.

Analysts say that the consumption trend is shifting fast fashion. Fast fashion has become the most valuable field in the industry of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >. Fast fashion business has also become the ideal choice for garment enterprises to grow rapidly and create performance.

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< p > < strong > fast fashion in China to conquer cities, < /strong > /p >

Recently, UNIQLO came to Guangzhou to open its 200th store in China, less than 11 years after its first store opened in Shanghai in September 2002.

It is reported that in the first four months of this year, UNIQLO has opened 16 stores, and the speed of opening shops is amazing.

UNIQLO also announced that it will open the world's largest flagship store in Shanghai by the end of 2013. The new flagship store area is as high as 6600 square meters, and its determination to further develop the Chinese market is more and more obvious.

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< p > China's unlimited business opportunities are attractive to ZARA.

Since entering the mainland in 2006, ZARA has entered 53 cities in the mainland in just 6 years, covering 21 provinces and 4 municipalities directly under the central government.

The speed of expansion of H&M in China should not be underestimated.

By the end of December 31, 2012, the total number of H&M stores in China has reached 120, which has surpassed the trend of ZARA.

H&M said it will open 350 new stores in the world in 2013, and most of the new stores will be opened in China and the United States.

As of February 28, 2013, H&M realized a net profit of 2 billion 460 million Swedish Ke (about US $380 million 430 thousand), which achieved a net profit of 2 billion 740 million KHP a year ago.

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< p > when UNIQLO, ZARA, H&M and so on are opening up territory in China, and the channels are constantly sinking to compete for the market, more and more fast fashion brands such as C&A, MUJI, UR and Forever21 are also competing to expand the Chinese market.

According to relevant media statistics, by the end of 2012, C&A had 47 stores in mainland China, MUJI reached 54, and GAP reached 30.

The total number of WE, UR and M&S stores in China is 24, 21 and 13 respectively.

The total number of ten international fast fashion brands in China has reached 632, covering 66 cities in the mainland.

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< p > the great potential of China's retail market has become the main reason for foreign fast fashion brands to compete for China.

Fast fashion brand has become the preferred target of investment in domestic commercial real estate projects, and it is also a weathervane to gather popularity and form business climate.

This undoubtedly provides impetus for the rapid expansion of fast fashion brands.

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< p > < strong > the secret of monopolizing the market < /strong > /p >

Less than a few years, fast fashion brands quickly captured the hearts of Chinese consumers with fashionable, fresh, relatively inexpensive prices and open and relaxed shopping environment. Brands such as UNIQLO, ZARA, H&M, C&A and so on have already swept through the first tier cities in China, and are marching towards the two or three tier cities. P

What is the success mode of fast fashion in China? Why are they able to monopolize the market in China where brands are everywhere and competition is everywhere? < /p >

< p > by studying the fast fashion brands such as UNIQLO and ZARA, it is easy to find that they have adopted a similar business model to operate, that is, to carry out business around the core strategy, and to control the design, manufacture and sale process by the brand, so as to control the business mode of operating speed and product cost.

This mode of operation can be called specialtystoreretailerofprivatelabelapparel in the clothing industry, or SPA mode. In Chinese, it is generally called the "free clothing brand" professional retailer business mode.

That is to say, enterprises engaged in fast fashion clothing business adopt SPA mode.

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< p > the fast fashion brand adopting SPA business mode has set up a set of information collection system, logistics allocation system, stock management system, and also has the exclusive supplier and manufacturer of the enterprise.

By using this mode of operation, which is designed, produced and sold by itself, fast fashion enterprises have successfully compressed the length of the supply chain, so that enterprises can grasp market information at the first time and speed up the time of strain coordination so as to achieve rapid response to the market.

At the same time, enterprises can directly control all shops, rationally plan the distribution and scale of shops, and make use of the first-hand information, technology and funds to plan expansion.

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< p > industry experts analysis, fast, fashion, low price is the three characteristics of fast fashion brand, and is also an important factor to play a key role.

In the fast fashion market, consumer groups are the most dynamic and fresh young people. Fast new listing and ultra-low prices are very attractive to them. This is also one of the main reasons why fast fashion brands can catch consumers.

For those young people who love fresh, unique and avant-garde, the short new listing speed, the bright colors and the new styles attract people's footsteps.

Fast fashion brands undoubtedly satisfy the needs of most consumers in pursuit of fashion and reducing the cost of consumption.

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< p > quick response is the key to win the competition of fast fashion brand.

To create a fast response team in the fashion industry is an effective means for every fast fashion brand to maintain its competitive edge.

It is reported that H&M can complete the whole process from design to commodity shelves in only 3 weeks, which has an incomparable advantage compared with the general clothing brand for several months.

And ZARA from product design to finished products arrived at stores, 12 days or so the marketing lead cycle is even more difficult for peers.

Through efficient supply chain integration, ZARA has achieved rapid response to the market and made it the core competitiveness of enterprises, and has become a powerful plan to prevent competitors from entering.

In addition, fast fashion brands control and manage every link of production and supply chain very well, so that they can follow up the latest trend quickly and make corrections quickly after a certain link is wrong.

Highly optimized whole process management control system and supply chain are the basic guarantee for its quick response.

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At the same time, fast fashion brand is not only fast, but also can move with fashion, making the most appropriate response to fashion, adjusting supply with the trend change. P

These brands are good at starting from customers, listening to customers' needs, and constantly improving design concepts.

Taking the customers as the starting point of all the operation steps, combining the latest trend with the fashion demand of consumers, the introduction of a fashionable fashion with high fashion sense and strong pertinence is the key to fast fashion brand attracting consumers in the long run.

For example, ZARA, UNIQLO and other fast fashion brands have a large number of excellent "a" _blank "href=" http://www.91se91.com/ "designers" /a, which are all over the world's leading fashion sites.

They are looking for design inspiration in Paris, Milan and other cities to catch the most popular trends of the season and international fashion trends.

The latest fashion information and fashion trends can be quickly aggregated and collected, ensuring that these fast fashion brands will always be at the forefront of fashion.

At the same time, it also helps the brand to establish its own unique brand style when it comes to the fashion products that are high in appearance, in line with the needs of consumers and highly targeted.

ZARA stores will have customers constantly collecting customer demand information and feedback, such as styles, colors, designs, fabrics, and many other aspects that affect consumers' purchase decisions, then refer to the needs of consumers, and combine them with the latest fashion, and create them immediately. This is also one of the important factors for creating another miracle of sales.

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P fast fashion brands rapidly occupy the market in China. It also shows that China has a very rich and fertile fast fashion soil from a deeper level.

In the case of slowing economic growth, the price advantage of fast fashion clothing just caters to the demand of many young consumers who pursue fashion and earn little.

Fast fashion has realized people's desire for luxury goods and the balance of prices.

The price that ordinary people can accept, and the design, tailoring and style close to the international first-line brand is the general impression of fast fashion brands.

Industry experts point out that this combination of cheap and luxury attracts many middle-income people and young people, becoming a shortcut for them to become fashions, and at the same time, greatly expanding the consumption of brands.

As the people say, most of the consumers in China are in the stage of civilian fashion. Their consumption of luxury goods is not the mainstream. Only those parity consumption is suitable for China's 1 billion 300 million of the general population, so that it can become the mainstream trend of the market.

This has created favorable conditions for the fast fashion's roots and development.

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< p > we can see that if we want to create a fast fashion clothing brand that can be successful both at home and abroad, we need to lay stress on the work that needs to be done in the process of general brand building. We also need to make great efforts to improve the company's operation system, including putting enough effort into product design and research and development links, so as to develop products that meet the needs of consumers, including the establishment of exclusive supply, production, distribution, sales system and information support system of enterprises, because these factors are the foundation for enterprises to achieve rapid operation.

At the same time, fast fashion brands also conform to the fast changing fashion consumption characteristics of consumers, and always reflect consumers' lifestyles and characteristics of the times.

Facts have proved that any brand wants to occupy a place in the market, must first understand consumers, so as to quickly meet the changing needs of consumers by designing and organizing production, and produce such a system and operation Convention on the mode of satisfaction, and become a mode to lead the market.

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