Fast Fashion, Love The Traditional Commercial Circle, Thousands Of Square Meters Shop Is Hard To Find.

< p > MUJI has 18 stores in Shanghai, 11 in Beijing, 3 in Hangzhou, and only 3 in Guangzhou; and 10 fast fashion brands such as ZARA and H&M have 19 shops in Guangzhou, and 29 in Shenzhen.

Why is fast fashion coming to Guangzhou always "slow beat"? < /p >

< p > H&M opened shop in Shenzhen in 2008, and then entered Guangzhou in 2010; 18 stores opened in Shanghai MUJI, and only /p in Guangzhou.

Less than p ago, the MUJI Muji was opened in Dongfang Baoshi, attracting a lot of people in the city. It also led to a big topic in the business circle: MUJI opened 18 stores in Shanghai, 11 in Beijing, 3 in Hangzhou, and only 3 in Guangzhou; and 10 fast fashion brands such as ZARA and H&M opened 19 stores in Guangzhou, and 29 in Shenzhen.

Why is the fast fashion coming to Guangzhou always "slow and half beat"? A reporter's visit found that the environment of the business circle and the habits of Lao Guang consumption are the main reasons.

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< p > < strong > fast fashion. Choose traditional trade circle < /strong > /p >

< p > reviewing the history of fast fashion brands entering the mainland, the reporters saw their preference.

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< p > 2008, ZARA and H&M opened the first store in Southern China Holiday Plaza in Shenzhen, and opened the H&M Plaza in 2010. ZARA opened shop in Guangzhou in 2011 only in 2008.

ZARA's sister brand Bershka entered Shenzhen as early as 2010, 1 years earlier than Guangzhou's good store. In 2008, UNIQLO opened a store in Shenzhen, and Shenzhen stores now have 12 stores. From 2009 to today, there are only 8 outlets in Guangzhou, and TOPSHOP, FOREVER 21 and GAP have met with Shenzhen residents.

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< p > industry analysis shows that although many new shopping malls have been built in Guangzhou, most of them are not in the traditional business district of the city center.

Relatively speaking, most of the new shopping malls in Shenzhen are in the traditional commercial areas such as Futian and Luohu.

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< p > MUJI new store is located in Dongfang Bao Tai atrium, facing the gate and multiple handrails. Even from the subway station entrance and exit, it can reach the shop directly. The shop is opposite to the fast fashion family member UNIQLO, and there is IKEA home nearby.

Zhang Long, a regional shopkeeper, told reporters that paying attention to the image of fast fashion "will hardly consider places outside the traditional business circle of the city center".

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< p > < strong > more than 1000 square meters shop is hard to find < /strong > < /p >

< p > in addition to lots, an important indicator of fast fashion entering the business circle is to require shops to be large enough.

Guangzhou's first fast fashion is H&M Zhonghua square shop. The reporter saw that there are enough 1800 square meters here.

The staff who participated in the business said that in order to introduce H&M, the shopping mall specially built an air corridor between one level and two floors, and opened a special escalator alone, in addition to convenient customers, it was also to make up for the area.

The second stores opened by H&M in the good Plaza accounted for two full stories.

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< p > "fast fashion wins with more money. They need to display and display as many products as possible in the store. Do you see which stores in cities ZARA or MANGO do not have more than 1000 square meters?" the industry insider told reporters.

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< p > located in the traditional business circle of the downtown area, it is difficult to find a store that meets these two conditions in Guangzhou.

The gold shop in central shopping malls is rare and fierce competition. The industry laments, "all want to enter the fast fashion, but who can say that they need to get the 1000 square meters area?" in addition, the central town rental contract period is generally 5 to 10 years, the contract is not full enough to allow merchants to move out, there must be high compensation.

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< p > < strong > Lao Guang has a special discount when it hits /strong < < /p >.

< p > it is said that Guangzhou people love fashion, but their consumption is also very rational.

On the first day of MUJI's opening, the most popular items were cheap stationery, cosmetic tools, socks and underwear. The imported furniture, such as 7000 yuan stools and 1000 yuan single person creative sofa, bought more.

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A staff member of Zhonghua Plaza store, P H&M, told reporters that during the discount season, customers pay more than usual times. The special area is the fastest selling place, and the new price area is relatively weak.

"In Shenzhen, new products are the hottest sellers. The Guangzhou people are very calculating. They can't afford to stop.

Some girls just come around and wait until they get a discount.

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< p > in MUJI, the reporter interviewed Miss white-collar, she said, only when the fast fashion brand "discount is playing harder than the Internet", she will consider buying.

Zhang Long, who worked in the Shenzhen store and now is in the MUJI area of Guangzhou, said that the consumption power of Guangzhou residents is the highest in the country. However, the average consumption power of Guangzhou is weaker than that of Shenzhen.

Moreover, Shenzhen white-collar workers are many outsiders, have no family burden, personal disposable income accounts for a high proportion, willing to spend money on personal dress and pleasure, while Guangzhou white-collar workers are mostly family members, who are generous in family consumption such as eating, traveling and so on. They are careful to buy "a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ".

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< p > there are people in the industry who believe that Guangzhou's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "has many wholesale markets and is close to the Pearl River Delta factory. The public has long been accustomed to all kinds of cheap and fashionable foreign trade goods, and the consumption concept is more rational, which is not comparable to those of Shenzhen citizens who are mainly migrant workers.

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< p > < strong > Chaozhou people say: Lao Guang has graduated from "fashion kindergarten" < /strong > /p >

< p > Liang Zining, a senior fashion show anchor of Guangdong radio, told reporters that Guangzhou people were the first people who came into contact with western fashion in the mainland. They could easily buy the foreign trade garments produced by the factories and almost simultaneously listed in Europe and the United States. They had graduated from the "fashion kindergarten" and passed the blind pursuit of famous brands, and set up a mature fashion consumption concept.

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< p > "inexpensive fast fashion", even if it did not come to Guangzhou to open a shop, Guangzhou people can easily buy "original single", "imitation money" and "fast fashion" in Guangzhou's foreign trade and wholesale markets.

He said that under such circumstances, Guangzhou's pursuit of fast fashion is not as strong as that of Shenzhen.

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< p > < strong > > Data > /strong > < /p >

< p > < strong > > Shenzhen comprehensive shopping mall > /strong > /p >

< p > Shenzhen Futian District has 37 new high quality integrated shopping malls, 34 in Luohu District, 25 in new Nanshan District, and 20 in Tianhe District, the largest in Guangzhou.

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< p > < strong > brand penetration time is earlier than /strong > < /p >.

Lin Dan, director of Shenzhen P commercial service department, said that since Shenzhen was near Hongkong, many fast fashion brands such as ZARA, H&M and UNIQCO already had a large number of fans before the fashion entered the mainland in 2006.

In recent years, GAP, MUJI and TOPSHOP have been distributing in many shopping centers in Luohu, Futian and Nanshan.

Recently, the first FOREVER21 in Southern China has also signed into the coastal city of Nanshan, covering an area of more than 2000 square meters.

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< p > < strong > > shopping mall loves fast fashion > /strong > /p >

< p > "fast fashion brands enter the youth group that can bring consumption to the shopping mall, so it has always been an important goal for shopping malls to invest."

Lin Dan said that Shenzhen's AllCity introduced H&M, MUJI, UNIQLO and GAP's first store in Southern China.

The Shenzhen coast city, which owns UNIQLO and ZARA, has recently opened fourth stores in the mainland of FOREV- ER 21, and the director of the shopping mall, Jane Bo, said she hoped to introduce more.

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