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Fast Fashion Brands Change The Biggest Market And Intensify Competition.

2013/7/23 18:23:00 31

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Beckham appeared in the flagship store of Qianmen Street, Beijing H&M, and recommended the new David Beckman for H&M men's underwear series. H&M, in order to welcome him, he spared no money to close the house for several miles. He was lucky to meet Beckham's fans from H&M's VIP client in China. 
 the special series of cooperation with celebrities, a target= "_blank" href= "http://www.91se91.com/" > designer /a > is the killer of the fast fashion brand of H&M, Karl Lagerfeld For H&M, Wakubo Rei X. A series of loud and clear products, all of which have been snapped up, and many out of print products are still alive. 
What is more spectacular than p is the supply chain of H&M. Every day, it has new goods entering the warehouse. Looking at new products is the favorite part of Magnus Olsson. He was the new general manager of H&M Greater China, Singapore and Malaysia at the end of last year. 
In 2006, Zara, the first Chinese store in Nanjing West Road, Shanghai, achieved a staggering sales of 800 thousand yuan per day at the end of the Spring Festival in the same year. In 2007, P came close to H&M. So overnight, the fast fashion brands like Zara and H&M became the favorite of China's commercial real estate. 
 nowadays, collection department stores, boutique supermarkets, fast food products, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > dress less than "grade" has become the trend of more and more shopping center adjustment. A shopping mall in transition is telling the media that their adjustment strategy is to cut down the original 90% clothing brand, 30% area for catering and entertainment, and 10% to introduce fast fashion collection stores, such as UNIQLO, H&M and so on. 
 according to the news, in order to reduce the impact of the vacancy rate rising due to the construction of shopping centres, Chinese owners are canceling store rentals for mass brands such as Zara and H&M. In the past, the preferential rental terms were the treatment of LV and Hermes. 
 maximum market change 
 Magnus Olsson was born in H&M, the birthplace of Sweden, and has worked in H&M for 17 years. 
 Magnus Olsson was sent to Asia in 2012. "The first thing to do is to understand the market here. I go through many places, and I travel several days a week in all parts of the country. At the same time, I also visited the competitors' shops to understand their services. 
 2002, fast fashion is just beginning to sprout in China, and Japanese brand Uniqlo takes the lead in Shanghai. In 2006, ZARA, Spain's fashion predator, opened its first branch store in Shanghai. It was Zara's first Chinese store in Nanjing West Road, Shanghai, which hit a record sales of $800 thousand a day in the Spring Festival of the same year, equivalent to the sum of the sales of 80 similar Chinese clothing brands. Since then, the fast fashion brand has become the darling of the national commercial real estate project and has been expanding rapidly across the country. 
Before P took office in Asia, Magnus Olsson looked forward to an early stage of the market, but in fact, he said, the development here has been similar to the H&M in other countries. 
P H&M CEO Karl-Johan Persson has predicted that China will replace Germany as its largest market and will open more stores in the Chinese market than any other country in the world. 
 in 2012 alone, H&M has opened 339 new records in the world, with the highest level in history, of which 45 are in China. Over the past few years, the annual growth rate of H&M's stores in China has exceeded 50%. 
 because of the rapid expansion of fast fashion, other brands of traditional formats suffer from market disfavor, such as sports brand. When asked whether the Chinese owners were particularly popular, Magnus Olsson cautioned that H&M's concerns were focused on product and series innovation. When the Sochi Winter Olympics and the 2016 Rio De Janeiro Olympic Games in 2014, H&M would work with the Swedish Olympic delegation, and they would go out in the design of H&M products. The motion series of H&M is also being developed. 
"P," he said, "every day has to face all kinds of expectations of consumers. We also know that customers want something different." In terms of product range, H&M is considering launching the H&M HOME (home) series in China. 
 in H&M, there are more than 150 designers and plate makers. They discuss the global trend with buyers from all over the world and get inspiration from all over the world. 
 > preferential treatment 
 according to reports, in order to reduce the impact of the increase in vacancy rate due to the construction of shopping centres, Chinese landlords are canceling store rentals for popular brands including Zara and H&M. 
 preferential rental terms have always been enjoyed by international luxury brands because they are very popular for shopping centers to attract customers. But as New York's landlords are trying to fill their shops, the mid priced brands are also being tempted by various preferential conditions, according to consulting firm Gao Wei world. 
 nowadays, the second main force has become the trend of adjusting the format of the old shopping centers with more and more department stores and large supermarkets as the main stores. Compared with the slowdown in the growth of the first tier cities, the future market will be concentrated in two or three lines. 
Less than P, but landlords who focus on the two or three tier market will be under greater pressure because smaller cities are expanding their retail space faster than big cities. Second tier cities such as Chengdu, Shenyang, Hangzhou and Qingdao will fall into the dilemma of the highest vacancy rate in shopping centres in 2014. Next year, in some relatively less prosperous cities, the vacancy rate will increase to more than 30% from 6.8% in the first quarter of this year. Sigrid Sialsita, head of Global Asia Pacific Research at high latitude, said that the problem currently seen in China stems from a lack of rational planning. 
 owners on the one hand are interested in fast fashion brands. On the one hand, they have a headache to negotiate with them because their demands are very demanding. Large area, street and two levels are basic configurations. 
 competition intensifies 
In the first half of this year, H&M opened 18 stores in China, expanding at a slower pace than in the same period last year, but according to Magnus Olsson, the total number of stores opened this year will exceed 45 of last year's P. 
 for the slowdown in the number of stores in the first half of the year, Magnus Olsson said that when choosing a store, it will consider many factors such as population, traffic, market conditions, competitors, history, future prospects, and so on. "Overall, the total number of stores in China should be more this year. We are planning to open 350 stores worldwide this year, with the US and China expanding the focus. " Magnus Olsson said. 
 "if we have the right place, the right price and the good opportunity, we will do it in the shortest time." 
 June 19th, H&M's second quarter report released, net profit fell more than expected, the second quarter profit fell from last year's 5 billion 220 million Swedish kronor to 4 billion 660 million kronor. Analysts surveyed by Dow Jones newswires expect an average of 4 billion 880 million Swedish kronor in the second quarter. But H&M said sales in June were improving and plans to strengthen online shopping mall construction. Sales increased 14% from June 1st to June 17th. 
"P" and the second quarter sales overall "disappointing" is due to the macroeconomic situation and the bad weather in 3 and April. 
As of P, as of July 1, 2013, H&M, UNIQLO, Zara, MUJI, GAP, C&A, UR, WE, i.T and other fast fashion brands opened up 84 stores this year. In the first half of the year, UNIQLO added 31 new stores to the top of the expansion, followed by H&M's new 18, MUJI opened 10, ZARA and GAP added 8, C&A 4, UR and i.T 2, WE1. 
 however, the continuing downturn in China's retail industry has also brought pressure on fast fashion brands. The fast fashion giant Zara launched a 1 month large-scale promotion campaign in China, which is rare. You know, ZARA, known for its efficient supply chain and small batch quick supply, has always been regarded as a model and benchmark for inventory management. 
GAP group, which is close to Zara and H&M, has announced that it will open 35 new stores in China this year. P At the same time, GAP group has also optimized its online shopping center and launched a new mode of online ordering and offline picking.