What Is The Reason For The Decline Of Domestic Fast Fashion Brands?

< p > here the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

< /p >

These familiar advertisements seem to have not been heard for a long time. < p > > "no ordinary way" and "what to wear" seems to have been heard for a long time. The stores that are crowded with people in the past have been decreasing, and the area of the shopping malls is also being compressed.

Now entering the shop, more are attracted by the discount voice.

Compared with ZARA, H&M, UNIQLO and other active expansion of foreign fast fashion brands, JEANSWEST, Baleno, Metersbonwe and other brands are deeply trapped.

Metersbonwe's 2013 annual report shows that the company has nearly 5000 direct and franchise stores nationwide, a decrease of more than 200 compared to 2012.

Not long ago, the largest flagship store in Beijing on the Wangfujing pedestrian street was also bleak.

< /p >

< p > high inventory problems and brand image solidification have affected the development of domestic clothing brands.

Baleno's parent company, Germany, issued a mid-term report of 6 months ending September 30, 2013, showing a 15% drop in revenue compared with the same period last year, and selling inventory is still the first task.

A target= "_blank" href= "http://www.91se91.com/" > clothing < /a > Company annual report 2013 revealed that in 2013, the company achieved operating income of 7 billion 890 million yuan, down 17% compared with the same period last year.

According to the analysis of the industry, if the business mode and product structure can not be changed in essence, the domestic front-line clothing brands will hardly be able to get out of the current predicament.

< /p >

< p > < strong > operation status < /strong > < /p >

< p > < strong > the area of business is reduced or removed, < /strong > /p >

< p > yesterday morning, the reporter went to the central shopping mall in Xinjiekou.

On the 6 floor, Ms. Wang, a saleswoman for JEANSWEST clothing, saw customers coming in and greeted them warmly.

"Business is not bad. It's not as good as it used to be. It's not as good as a year."

In the face of special enquiries about the operation of the counter, Ms. Wang told reporters.

During the May Day holiday, the sales volume of the counter was 60 thousand yuan, compared with 100 thousand yuan last year.

Despite its presence in Xinjiekou, JEANSWEST's consumer groups are still dominated by students and many white-collar workers are visiting.

Because of the adjustment of the shopping malls, the casual clothes on the 5 floor were moved to the 6 floor last year, and then the business area was shrunk. The business area of JEANSWEST clothing counters decreased from nearly 100 square meters to 40 square meters now.

In Ms. Wang's memory, counter sales began to go downhill at the end of 2012.

Compared with JEANSWEST clothing Confucius Temple store, Ms. Wang said that there was usually no discount activities in the counters, and there were promotions during holidays, and there were many special activities in Confucius Temple shops, like two T-shirts in the past season, 99 yuan.

On the same floor, sales of Baleno clothing and Metersbonwe clothing also declined, the staff said, the whole industry is like this.

Compared with the past, the business area of the two clothing counters has shrunk dramatically, and Metersbonwe has been reduced from 100 square meters to 50 square meters.

< /p >

Ms. P, a staff member of Nanjing new hundred Center store, began to contact JEANSWEST, Baleno and other leisure brands in 2005.

"The sales of these brands are all up to 5 million yuan. On Christmas day, new year's day and other festivals, consumers should queue up to take the a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > and line up to pay the money.

Miss Chang said there were always long queues before fitting rooms.

Previously, JEANSWEST and Metersbonwe had a business area of nearly 100 square meters, and Baleno also had a flagship store, which included four major brands.

But in 2008, the business of several counters went downhill.

With the adjustment of shopping malls, JEANSWEST and Metersbonwe withdrew in 2013, Baleno flagship store also withdrew hundreds of new products, only 6 floors of Adou Ki retained a brand.

< /p >

< p > < strong > decline reason < /strong > < /p >

< p > < strong > single style? Online shopping impact? < /strong > < /p >

< p > "the era of JEANSWEST and Metersbonwe is really over. Ever since work, these brands have rarely been bought."

Xiao Chen, who has been working for 5 years in 2009, sighed with emotion.

When she was at school, JEANSWEST, Metersbonwe and other brands were very popular with students because of their simple design and moderate price.

Most of the fast fashion brands are inviting young stars to endorse their fans.

She recalled that at that time there were many stores in Xinjiekou's Hong Kong square, where students would go around for the weekend, often buying a certain dress by a person, and the whole dormitory would follow suit to buy one.

Now most of these shops have been pferred to mobile phone stores or tea shops.

< /p >

Zhang P, a staff member of the mall, thinks that the rise of online shopping has a greater impact on them. Many of the same clothes are more expensive than the Internet, and consumers will naturally make a choice.

Consumers who like these brands have already entered the workplace, and prefer higher brands after higher income levels.

At present, the fashion brand such as Pacific bird has become their new choice.

A clothing salesman told reporters that the level of income has been rising, but the price of clothing such as JEANSWEST and Baleno is not big. But it is still difficult to lock young consumers. They prefer UNIQLO, H&M and other international brands.

"In the eyes of many consumers, JEANSWEST, Metersbonwe, Baleno and other brands are still worn by students."

A salesperson said that three brands of clothes were mainly casual wear, and the wearing occasions were limited.

Under normal circumstances, travel and wear normally is appropriate, and more formal occasions must change clothes, fashion brands have no such concerns.

Consumers have solidified the brand image of these brands, which is difficult to change in a short time.

{page_break} < /p >

< p > < strong > inventory is too high? Is the new too slow? < /strong > < /p >

Xu Jing, a student studying in an art academy, told reporters that the sensitivity of her classmates to fashion is relatively high. Most of her favorite brands are ZARA, IT and so on, or online shopping has some distinctive clothes.

JEANSWEST or Metersbonwe is more like the brand of high school students, which is not within the scope of consideration.

For young people, the popularity of style is very important, such as ZARA, many styles can see the shadow of luxury brand.

Now the campus is popular in Europe and the United States, whether mango, H&M or Forever21, there are followers in the circle.

< /p >

< p > "brand name sounds more popular, foreign fast fashion brand is really good."

Xu Jing said that the fast fashion brands abroad are upgrading rapidly, almost every week.

And domestic brands are still arriving on a quarterly basis, and some goods have been sold for a whole summer, and they can not keep up with the rhythm of young people.

Shopping comfort is also important. For example, in H&M, you can't try to wear your clothes if you follow your shopping guide. If you have more people, you can pay to take it home and try it on. You can return it within a month. These are the services that domestic brands do not have.

< /p >

< p > Ding Haozhou, chairman of China commercial management group, said that China's apparel industry has been running poorly in recent years, and many domestic clothing brands have encountered high inventory problems.

The young consumers represented by the post-90s generation pay much attention to the fashionable style and the high cost performance of the clothes.

The operation mode of brands such as JEANSWEST and Smith Barney can not keep pace with the market changes, and the renewal of clothing styles is slow.

According to the previous mode of operation, a garment usually takes 3 to 6 months from design to production, and then comes out in mass production.

However, UNIQLO, ZARA and other international fast fashion brands completely overturn this mode of operation, and the time for new products to be listed is greatly shortened.

Take ZARA as an example, a new product can be launched to the market within two weeks.

"Fast fashion brand is a small amount of production, but the style is diversified, and the price range is large."

Ding Haozhou said this undoubtedly satisfied the needs of young consumers.

< /p >

< p > domestic front-line clothing brands focus on franchisees, while fast fashion brands are mainly direct outlets.

"The impact of market changes, clothing inventory is difficult to avoid, the goods can not be sold in the hands of franchisees."

Ding Haozhou told reporters that in order to inventory, franchisees had to deal with discount, clothing brand image was affected.

< a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > manufacturers recycle inventory products, and then digest through electricity suppliers and limited time sale, profits will also decline.

Some clothing brands choose to open shop on Taobao and other platforms. The price of goods has a impact on franchisees, and manufacturers are in a dilemma.

Although Metersbonwe's learning of international fast fashion brand has come out of Me&City, the result is not satisfactory.

There are many fast fashion brands in the world, and even a small amount of clothing can be sold in a large volume, which can control the cost.

In the view of Ding Hao Zhou, if the business mode and product structure can not be changed in essence, the domestic front-line clothing brands will hardly be able to get out of the current predicament.

< /p >