Fast Fashion Ahead Of The Discount Season, It'S Hard To Attract Customers To Pay The Bill.

P, which has always regarded 50 percent off as the bottom line of discount, has not only played 70 percent off in the summer but also has been promoted for ten days in advance. But this series of "sacrifice" not only has not stimulated consumers to crazily order as before, but also made the industry's discussion of the fast fashion tycoons deeply involved in the stock curse. The discussion of Zara is endless.

Perhaps all of this is the result of the crazy expansion over the years.

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< p > < strong > fast fashion group advance into the discount season < /strong > < /p >

In June 21st, Zara released its official micro-blog announcement that "all the stores in the mainland of China started to discount" in June 21st, and entered the promotion season with the official online store which just launched in September last year in July.

It is reported that the Zara promotion season adopts the strategy of online and offline discount, which will last for one month.

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< p > not only the start time is ten days ahead of the previous years, but also the Zara discount season has also increased.

The Beijing Commercial Daily reporter saw in her official online store that a women's splicing country dress dress with a price of 899 yuan was 60 percent off, and the current price was 359 yuan.

Another metal foil embroidered jacket was 65% off, now priced at 999 yuan, and its original price is as high as 2799 yuan.

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At the same time, at the same time, the US fast fashion brand Forever21, which has attracted consumers at a low price, began to promote the online and offline synchronization in the late June, with a discount rate of 60 percent off.

Recently, GAP's official website members have also received a short message - "GAP official website selected" a target= "_blank" href= "http://www.91se91.com/" > dress < /a > 5, with a time limit of 39 yuan.

Not long ago, GAP already had 30 percent off promotions in some stores in Beijing.

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< p > strong > low price, it is difficult to attract customers to pay the bill. < /strong > /p >

< p > the reporter saw at the Zara store in a shopping center in Haidian District. Compared to the previous year's discount season, the "grand occasion" of the Dragon shop on the fitting room and the cashier's desk, though it was on the weekend, Zara's early discounts this year did not cause customers to pay the crazy bills.

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< p > overall, most customers still see more and try more, but buy less.

Beijing Business Daily reporter noted that on Saturday evening, although there were several queues in the fitting room of Zara, there were not many customers actually paying the bill.

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< p > one chose five pieces of < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > into the fitting room but an unbought lady told the Beijing Commercial Daily reporter that there were many discounted clothes, but there was always a feeling of not being picked out.

Not what they want, even if the price is lower, they will not want to pay the bill.

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Less than 39 yuan T-shirts and 99 yuan jeans are not worth asking for. The popular red discount slogans are faced with sparse passenger flow. < p > Zara and Bershka.

A similar situation has also appeared in the 50 percent off Mango of the whole market, and in 200 square meters of stores, customers are only in twos and threes.

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< p > < strong > the hidden danger in the frenzied enclosure is < /strong > /p >

"P" has always been a fast fashion brand with "less quantity and more" seems to be "insulation" with inventory pressure, but with its large-scale enclosure in the Chinese market in recent years, the shadow of stock curse has gradually spread to the top of fast fashion brand.

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Ye Qizheng, editor in chief of the P, thinks that the fast fashion brand's "quantity is less" is only relative to other a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand, but as the number and area of the fast fashion brand in China increase doubly, the flagship store that is more than 3000 square meters is emerging one after another. The brand must produce enough products to "fill" these increasingly large super stores.

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< p > data show that Zara parent Inditex currently has 406 stores in China and plans to open 80-100 new stores this year.

In the past few years, the annual growth rate of its main competitor H&M in China has been over 50%.

"Excessive expansion speed has laid a hidden danger to the inventory problem."

Ye Qizheng pointed out.

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The embarrassment of "P" and "fast fashion" army is that 6-7 years after entering the Chinese market, the attitude of Chinese consumers to these brands is just like that of foreign consumers.

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< p > "when the fast fashion brand has just arrived in China, consumers are rushing to pay for the most fashionable style, but the new brands launched by the fast fashion brand are actually very much the same, and consumers can hardly keep them fresh."

Ye Qizheng said.

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