Behind The Discount Of Fast Fashion Crazily Is The Psychology Of Chongyang.

P ended in June, and many of the clothing brands launched big promotions for the performance of the semi annual report.

ZARA has been cautious about discount sales, and the fast fashion brand ZARA has launched a long sales promotion of up to 50 percent off.

In addition, there are media reports that ZARA is stepping up the layout of China's discount store franchisees in the two or three tier cities. < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > fast fashion products < /a > MANGO MANGO frequently closes up in Beijing and other places.

Industry analysts believe that there are signs that fast fashion brands are also beginning to decline in China.

< /p >

< p > crazy discount < /p >

< p > "starting today, all the stores on the mainland of China started to discount." in June, Sina certified the "ZARA_CN" of ZARA China's official website to post such a promotional message on Sina micro-blog. In June,

Language is simple and clear, but it brings a sensation.

< /p >

< p > visited several ZARA stores in Qingdao and found that apart from a small number of new products, most of the products were involved in discounts and promotions, and the lowest discount was even lower to half off.

Affected by this, the number of consumers in various stores has been increasing over the past few days.

< /p >

< p > near ten pm, the mall of BELLE Plaza in Qingdao Olympic Sailing Center has closed the main entrance.

But the ZARA store is still full of girls lined up with long queues and anxiously waiting for checkout.

Consumer Xiaojuan said, "now discounts, things are very cheap, there is a lot of harvest."

The clerk at the checkout desk was too busy to look up, "she told reporters." the store has been so hot.

The shops are always closed at night, and there are many guests waiting to check out.

So that stores are closing time early. "

< /p >

< p > it is understood that the promotional products are mainly spring and summer wear, and the discount is also very attractive. Except for a small part of the new products, most of the goods in the shop are sold at a price of as low as 50 percent off, and the selling price is between 69-299 yuan.

Not only that, there are about 30 percent off discount for bags, shoes and accessories with less discount on weekdays.

Moreover, unlike the previous sales interruption codes, the codes of several fashionable clothes are still complete.

< /p >

< p > according to the store staff, "the purpose of the company's promotion is mainly to clean up the stock products, but no definite deadline has been issued, mainly based on the specific sales situation."

< /p >

< p > a person familiar with the matter said, "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107107" > ZARA < /a > the promotion is planned for 1 months. The company will inspect the inventory and decide whether to extend the promotion season.

< /p >

< p > a person engaged in ZARA genuine purchasing industry revealed that according to the style of ZARA in the past, this fast disappearing clothing would not be very discounted.

And ZARA's summer discount season is usually only once a year.

The industry also said that this year's discount time slightly earlier than before, the intensity is also relatively large.

< /p >

< p > it is learnt that H&M launched the "summer sale" promotional campaign in June 17th earlier, specifying a discount of 50 percent off to a single product.

The sale activity covers half of the total area of the Damien store and the sales scale is also very large.

Promotional products are rich in content, from clothing to accessories with varying degrees of discounts, some of which are less than 70 percent off.

< /p >

< p > no quality inspection product < /p >

< p > however, ultra-low discounts and increasing sales can not conceal the embarrassment of fast fashion brands falling into the "quality gate".

< /p >

< p > according to incomplete statistics, as at 2013, there were at least 12 quality problems related to ZARA products.

There are substandard sandals, overcoats and down garments that are not up to the standard, color fastness, acid perspiration, alkali resistant sweat stains, wet clothes and unqualified underwear, and even children's clothing with harmful substances exceeding standard.

In addition, H&M, VEROMODA and other brands are also constantly producing product quality problems.

< /p >

< p > < a href= "http://news.sjfzxm.com/news/list.aspx? Classid=101112107108 >" quality problem "/a >, who passed? < /p >

"P >" many people put their responsibility on the "fast fashion" brand Chinese factory. Is the problem really here? < /p >

"P" Tianjin Tian Yue three Yue Clothing Co., Ltd. is a well-known Chinese agent factory, and also for ZARA, MANGO and other well-known fast fashion brands.

Ma Weimin, chairman of Tian Yue three Yue, said in an interview with reporters that now China's foundry has not only done traditional production, but also is responsible for designing, producing and developing new raw materials.

"Otherwise, we simply can't survive."

< /p >

< p > Ma Weimin told reporters that they have 16 design departments, each year three thousand or four thousand clothing designs for brand selection.

Their processing level is sure to be guaranteed, but ZARA and other fast fashion brands pay more attention to the quality of products and pay more attention to processing costs. They are often a group of goods and choose several Chinese factories to let Chinese enterprises compete to lower prices and lower prices.

< /p >

< p > "in the case of the rise of China's comprehensive cost and the absence of labor force, it is difficult to guarantee the quality of the meagre profits of the foundries."

Ma Weimin said.

< /p >

Yin Guoxin, chairman of Jiangsu CHENFENG group, China's clothing manufacturing brand enterprise, told reporters that ZARA wanted to cooperate with Chen Feng very early. But its low processing cost and low quality standard made Yin Guoxin refuse directly.

"It's no problem that money can't make money. It's going to smash the brand of its own brand."

< /p >

< p > and recently, the reporter talked about ZARA with a domestic clothing entrepreneur. She said she was very scared of "fast fashion" before, and then went to a ZARA headquarters. After that, she was not afraid at all. ZARA was not as strong as it advertised, and many East and West were "story". It was even more amazing that it had never checked its products.

< /p >

Zhao Ping, deputy director of the consumer economy research department of the Ministry of Commerce, said in an interview with reporters, "fast fashion market positioning and brand characteristics determine the quality of its products." P

< /p >

< p > "fast fashion" fast "has two meanings. One is chasing and following fashion closely. The other is to ask consumers to update their products quickly.

These two aspects determine that the quality of their products will not be very high.

Zhao Ping pointed out.

< /p >

< p > "fast fashion" down the altar "/p".

< p > in fact, the reason why Chinese consumers are in such a rush is that these fast fashion products are considered as "global famous brands".

< /p >

< p > a lot of students in Japan told reporters, "UNIQLO is the cheapest brand in Japan, and doesn't understand why it is so popular in China". A woman who lived in the United States for a while also told reporters that GAP only sells jeans in the United States. Sweaters and other commodities can be listed in 70 percent off months in two months, only young people can buy them.

< /p >

< p > a lot of fast fashion brands are very good at using propaganda to brand the aura of "high-end atmosphere".

< /p >

< p > "the marketing department like ZARA will say that the British Princess wears ZARA too, and many consumers will think it is an international brand."

Zhao Ping pointed out that "the positioning of such a fashion is actually higher than the market positioning of domestic products."

< /p >

< p > any fine packaging will eventually be opened. When you see its true appearance, you will lose interest in it gradually.

< /p >

< p > expert analysis shows that ZARA, UNIQLO, H&M and other clothing brands get together to promote sales, or is the early warning of downtrend of fast fashion.

If H&M and ZARA have so much stock for discounts, they will be discounted in the current quarter, indicating that their prices are unsalable.

And more consumers would rather wait for such a discount season to start again, and fashion will soon disappear.

< /p >

< p > for those who love these fast fashion brands, the purchase of these brands of clothing is aimed at its popularity and fashion elements. If it is the same product, they spend a positive price, and most people can buy it by discount. Why do consumers chase it? < /p >