Second Tier Cities Are Besieged By Fast Fashion.

< p > strong > fast fashion is also called precision fashion.

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< p > the fastest fashion brand is characterized by its fast updating of styles, fast speed of new products to shops and fast changing of display windows.

A life cycle of < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > is usually only one or two years.

Large stores, many styles, and close prices are fast fashion labels. They are also selling points for young consumers.

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< p > second tier cities have the advantages of stronger economic vitality, lower store rents, stronger purchasing power, more progressive consumer ideas, etc., plus the huge impact of the electricity supplier channel to ordinary a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand sales. These provide unique conditions for pregnant fast fashion brands.

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< p > Taiyuan's economic dynamism and its rising urban fashion image are like magnets, which make fast fashion brands irrepressible.

Since 2011, more than 10 famous international fast fashion brands such as ZARA have been coming.

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< p > < strong > Taiyuan is full of vitality, attracting fast fashion to get together, < /strong > /p >

Following P, ZARA, MANGO, UNIQLO and other brands, H&M, an internationally renowned fashion retailing giant from Sweden, entered Taiyuan Guatu Century Square in November 1st this year. Its shop area is about 1800 square meters. It operates women's wear, men's wear and teenage clothing, including a target= _blank href=, http://www.91se91.com/, clothing, /a, accessories, cowboys, and many other products.

This is also the first store opened by H&M in Shanxi.

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< p > "the arrival of H&M makes me feel that the business circle of Liu Xiang is also alive."

Taiyuan citizen Xia MI is a "post-80s" girl. For a long time, she would rather stay away from her home and leave the shopping mall near Liu's lane.

Xia Mi loves the international fast fashion brand, and when H&M enters Liu Xiang, she feels that she doesn't have to run to the Changfeng street in the future.

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< p > "Taiyuan is a very dynamic city. Fashion consumption radiate all Shanxi Province, just like other dynamic cities in China. It is a hot spot for economic development."

Speaking of why he came to Taiyuan, MagnusOlsson, general manager of H&M Greater China, Singapore and Malaysia, mentioned a word: vitality.

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< p > he said that in 2007, H&M opened the first store in mainland China in Shanghai, and Taiyuan was the twenty-sixth capital city in which H&M entered the mainland of China.

H&M will be well prepared for entering a new market, including market research, consumer survey and listening, choosing the best gold business district and the best location in the business circle.

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< p > "heaven, time, place, people, and every step and every step" requires time and opportunity.

Coming to Taiyuan is the result of our search for better development.

The Taiyuan market is our challenge, and it is also H&M's opportunity in the Chinese market.

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< p > MagnusOlsson says: "fast fashion", "fast fashion" or "high street fashion" are the interpretation and comment of consumers and the public on H&M. We regard it as affirmation, recognition and love for H&M.

H&M always brings forth new ideas, strives to create freshness for consumers every day, and sends appropriate products to the right stores at the right time.

H&M has an exciting appeal and believes that customers who come to H&M stores everyday will find surprising new discoveries.

We are also creating a fast fashion apparel supply chain through efficient logistics system. "

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< p > < strong > electricity supplier impact, accelerate fast fashion into the process < /strong > < /p >

< p > 2008, a shopping mall in Taiyuan wanted to introduce Japan's fast fashion brand UNIQLO. When the two party staff approached the end, UNIQLO asked, "how much is Taiyuan's GDP?" "what's the proportion of the third industries in Taiyuan?" and "how many young people are there in Taiyuan?" the three problem is that the Taiyuan side executives are stunned.

In fact, the Japanese side knows the answer well, compared with the intentions of the partners, they are not satisfied with the data in the answer at that time.

That cooperation ended in nothing.

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Less than four years ago, and even earlier, when the fast fashion brands landed in the first tier cities, the P only scanned the second tier cities.

Like UNIQLO, many fast fashion brands are located in a certain city. The inspection is very comprehensive. The key business data of a city are not beautiful. They prefer to wait.

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After P four years, the three data became much more beautiful.

In 2012, the first store in UNIQLO, Taiyuan, was launched at fule shopping plaza, with an area of about 1800 square meters.

A year earlier, Spain's fast fashion brand Zara first settled in Taiyuan North America new world fashion center.

In November 2013, H&M, Sweden's first store in Shanxi entered the Century Square of Guidu, Taiyuan.

In 2013, Hongkong fast fashion brand coloureightee chose to open a store in Shanxi World Trade Center.

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< p > Taobao Tmall's "double 11" has been surging year by year, and the impact of marketing data on retail industry has been irreversible.

The physical consumption market has lost its color and the pursuit of fast fashion has become the only choice for businesses and consumers.

In the confrontation with online consumption, in the game of many retailers in Taiyuan's retail industry, fast fashion has become a sharp sword.

Fast fashion brands also smell business opportunities.

In recent years, famous fast fashion brands have quickly gathered to move to the second tier cities.

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< p > < strong > fast fashion becomes the important configuration of shopping center < /strong > < /p >

"P >" compared with the same period last year, the growth rate of Taiyuan North Xintiandi fashion center in the first half of 2013 was above 30%, far higher than that of other shopping malls.

This data is among the best in Changfeng business circle and Taiyuan retail industry. "

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< p > November 19th, Cheng Gang, director of marketing in Xintiandi, North America, said that the achievement was partly due to the growth of consumption at the macro level.

The retail industry in Taiyuan is on the rise and development stage. The new Changfeng business circle is gradually rising. On the other hand, North America new world is the most representative shopping center in the provincial capital, and it is positioned in an accurate and attractive format.

Brand positioning and customer positioning are adapted to the market and consumer demand, and to a certain extent, enhance the fashion experience of Taiyuan, and fully adapt to the development of the macroeconomy and the Internet economy.

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Under the background of the advent of the Internet economy, the synchronization of fashion and the concept of consumption is one of the core concepts of fast fashion brands. < p >

Specifically, the consumption concept of the first and second tier cities tends to be synchronous.

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< p > from 2011 onwards, North America Xintiandi has introduced many world-famous fast fashion brands, such as the four major brands such as ZARA and PullandBear, represented by ZARA, MANGO and many brands of Lexus under the Inditex group. They are hot stars in this field and are very popular with customers.

Cheng Gang said that as of now, there are ten international fast fashion brands in their shopping malls, and more international fast fashion brands will follow in 2014.

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< p > "the electricity supplier has great influence on the traditional department store industry, but it has limited influence on the retail formats such as the new world in North America."

According to Cheng Gang, a fast fashion brand in North America new world can sell 200 to 3 million yuan a month, and the average brand revenue is 1/2 or 1/3.

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< p > fast fashion brand is the highlight of attracting customers and attracting investment in North America new world. It is an important configuration of shopping center.

Cheng Gang believes that although fast fashion can not win the world, it must be an important part of shopping center's combination of many formats and brand combinations.

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< p > < strong > fast fashion brings high cost performance merchandise service < /strong > /p >

< p > "double 11" this year. Tmall's Alipay total sales volume is 35 billion 18 million yuan.

"When Ma Yun is playing with 35 billion yuan, we should see that the consumption habits of consumers are being rewritten, and the consumption order is being rebuilt."

Li Yujiang, general manager of Shanxi World Trade Center, reminded his colleagues that "the speed of this change is so rapid that we must embrace change and embrace subversion. Only in this way can we survive."

"For the retail industry, fast fashion is the most dynamic plate under the impact of big electricity providers and big networks."

In the afternoon of November 15th, Li Yujiang said that the position of fast fashion in the retail industry is equivalent to the most brilliant pearl placed on top of the crown.

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< p > "when the clothing on the A shopping mall is crying out for 100 reduction of 50, the new listing of B shopping mall has started 5 fold, which makes suppliers, factories and businesses make money. This is contrary to the law of value."

Li Yujiang was worried about some of his colleagues.

The shallow service that provides "Hello, welcome" is gone forever.

How to make customers like to come, stay and play well is an important way.

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< p > "in the mobile Internet era, the information of consumers buying goods is becoming more and more pparent. If you glance at the price at a glance, can you flout people? You must provide consumers with cost-effective products and services, that is, one price per cent."

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< p > "fast fashion brand market space is infinite, because it represents the products and services with high performance price ratio. Our traditional shopping mall has to have fast fashion, and fast fashion is equivalent to a profit and loss point."

Li Yujiang believes that whether there is a fast fashion brand, the shopping mall has different meanings.

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In the fourth quarter of 2013, Shanxi World Trade Center began to introduce fast fashion brand coloureighteen. P

Li Yujiang said that the Hongkong company coloureighteen belongs to the fast fashion field before asking the professional market research company to spend $7 million to make a market analysis. The analysis shows that fast fashion has a golden development period of at least 20 years in the Chinese market.

Domestic women's clothing is very strong brand, are entering into the fast fashion field.

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< p > < strong > fast fashion is associated with new business opportunities. Slow consumption has gone to < /strong > /p >

< p > front foot, coloureighteen, a fast fashion brand from Hongkong, is landing at Shanxi World Trade Center.

Behind the feet, coffee from Korea comes with you, and the two shops stand shoulder to shoulder.

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< p > coloureighteen is a fast fashion brand from NOVO, a famous trend group in Hongkong. The brand is characterized by the new Zhou Zhou. When a single product is sold out, it will not have any more. It will not replenish the goods. It will only take the speed.

One quarter will design and produce more than 1000 different styles of < a href= "http://www.91se91.com/news/index_s.asp" > dress < /a >.

"Brands attract mainly young people aged 18~35, who are young fans of the younger age.

In the first month of opening up, some customers are crazy about brands, and a customer will buy 10 different single products at one go.

Coloureighteen World Trade Manager Jin Jie was quite surprised.

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"P >" Taiyuan South City business circle has become increasingly mature, fast fashion brands emerge in an endless stream, that is indeed what consumers need.

But when young boys and girls buy fashionable and avant-garde fashionable clothes, do they need a place where the rhythm can slow down, taste a cup of real coffee, and chat with friends face to face? "Cao Li is the boss of Taiyuan world trade center with coffee, and she sees the business opportunities coming from fast fashion.

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In October 23rd of this year, Cao Li and his friends invested in coffee with your coffee shop. P

Cao Li told reporters that there are multiple reasons for choosing the location of the coffee shop. One of the reasons is that we are close to the fast fashion brand.

Coloureighteen's customers are interconnected with us.

Those who are growing up after 70, 80 and 90 are more willing to accept new things. They have a certain ability to consume. The price of coffee is relative to the price of the people, and they can also have a good understanding with these consumers.

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Less than p months ago, coffee has been with you for more than a month, but this shop has become a favorite place for many young people to go to.

"A person, a cup of coffee, a notebook, and a morning, some customers will sit in such a leisurely way."

Cao Li believes that choosing a shop on the edge of fast fashion brands should be a correct decision.

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"P", "fast fashion and slow life", the new consumption breath of Taiyuan retail industry has gradually spread in many shopping centers.

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