Fast Fashion Brands Are Becoming Stronger And Stronger.

The future sinks, located in the eastern CBD District of Beijing, is a newly built shopping center of ocean real estate. This year, it officially opened to the public in June this year. Its main position is to become a leisure spot for young white-collar workers.

But in terms of rent, Wu Guoqiang, director of future exchange, gave up the fast fashion brand.

Located on the Chaoyang Road in Beijing, the future sink has no large volume of shopping center in general sense. The commercial area can only be 13 thousand square meters. In order to make this project a small and exquisite shopping center, Wu Guoqiang's investment promotion team, besides recruiting 4000 square meters of Yao Lai Jackie Chan International studios, has no large area of other businesses. Even the supermarket of the community shopping center has not been introduced into the supermarket.

"Nearby

Self run supermarkets can meet the needs of the surrounding residents. We have no supermarket in the ocean itself, and we can only recruit from outside. This has no advantage for us.

Moreover, supermarkets also need larger business areas, so we recruited 7-11, Watsons and so on to do an alternative.

Wu Guoqiang told reporters.

When reporters asked why they did not recruit H&M, ZARA and so on, they were more suitable for future positioning.

At that time, Wu Guoqiang said, "every shopping center is fast fashion brand, easy to form homogenization."

In fact, how fast the fashion brands can really play a big role in the project is still unknown.

Wu Guoqiang, who once worked in Cade business, recalls that when Kate MALL had just opened a project, in order to attract passenger flow, the conditions for decoration subsidies and rent free were good, but neither H&M nor ZARA had been stationed.

Now the brand wants to enter the shopping mall, but it can only wait in line.

Fast fashion brands do not necessarily help them grow fast.

Wu Guoqiang said, "for the sake of face work, to show others, spend a lot of money to recruit some fast fashion brands that they do not really need, and the pain inside is actually only known to themselves."

The most convincing proof is that although the number of shopping centers is increasing year by year, there are many fast fashion brands backing up, but there are few truly profitable ones.

Wu Guoqiang analyzed this way.

Zhou Sha, general manager of Beijing branch of Chau Group, told China Business Daily that the success rate of shopping centers in China is less than 20%.

In every shopping mall, 1/2 can't work every year, and there are 1/2 in the project that starts, but in all the projects that are open, there will still be 1/2 unable to earn money.

The success rate of Chinese shopping centers is only about 1/8.

In Wu Guoqiang's view, the most important part of the newly opened shopping center is to grow together with tenants.

It is necessary to recruit some tenants who are in line with their own positioning rather than stare at fast fashion brands.