Fast Fashion Expands Pace Of Expansion Into Market Chaos

Fast fashion ten big brands start a thousand stores fight

Since the fast fashion brand H&M opened its first store in Shanghai in 2007, China's market has entered the fast fashion era for seven years.

The latest statistics show that as of December 31, 2014, the top 10, including UNIQLO, H&M, Zara, GAP, C&A, etc.

The total number of brand stores has reached 1136.

Against this background, the competition between fast fashion brands abroad and the competition with local fast fashion brands are becoming increasingly fierce.

According to insiders, with the current number of fast fashion brands and competition, the era of single trait development is over.

In the "melee" period, some brands will be eliminated. In the future, there may be only four or five brands with differentiated characteristics to divide the market.

Accelerate the pace of fashion expansion

On January 16th, Chinese Ministry of commerce international trade negotiator Zijin Mountain met with Zara brand parent company, Spain Inditex group president Pablo Isla.

At the meeting, Pablo and Isla said that all brands of Inditex group will open more than 500 stores in more than 60 cities in China this year, and will continue the integration of physical stores and online shops.

In 2014, the international fast fashion brand represented by Zara, H&M and UNIQLO began to expand.

According to the latest statistics of Lian Shang network, as of December 31, 2014, there were 86 new stores in UNIQLO, 343 stores, 60 H&M stores, 236 new stores, 12 new Zara stores, 149 new stores, 28 new outlets, 128 stores, GAP 23 stores, 94 stores, C&A new stores, 94 stores, and U&R new stores.

In addition, the total number of stores in MANGO, NewLook and Forever21 was 40, 19 and 8 respectively.

In 2013, the total number of stores in UNIQLO was 257; the total number of stores in H&M reached 176; the total number of stores in GAP was 71; the total number of stores in Zara was 137.

People in the industry say that at present, almost every newly opened fast fashion shop is accompanied by the opening of a shopping center.

Rapid fashion brand expansion is not without reason, can be said that the whole commercial real estate market is the product of overheating.

Shao Ligang, general manager of nine consulting and management, said that in the Chinese market, the development of fast fashion is still very large.

These brands have not really moved to a more offline market, and now they are basically following the layout of shopping centers.

Market competition enters the phase of scrimmage

From this point of view, in 2014, fast fashion brands have become

There are few bright spots.

Because of this, La Natsu Bell, who was listed soon after, also announced that he wanted to be a "Chinese version of Zara".

"They are relying on fast fashion, but the degree of refinement of many brands is not in place."

Shao Ligang said so.

In Shao Ligang's view, some fast fashion brands have changed substantially except the number of stores.

"

It is hard to say that some enterprises will continue to survive in China. "

Shao Ligang said, at present, the number of UNIQLO stores is going up. The new entrants Forever21 are expanding over the past two years, compared with the changes in Zara and H&M are relatively small.

An industry insider said that before these fast fashion brands had their own fields to develop, they depended on fashion and quality. However, with more and more brands entering, the more obvious boundaries had been broken, and began to enter the pattern of scrimmage.

"The era of single trait development has passed. This is also a good thing. Some bad brands will be eliminated. There are four or five kinds of foreign fast fashion brands that are normal. They will divide the Chinese market with the help of differences."

How does the domestic brand go to have its own "fast fashion"? Shao Ligang told reporters that at present, the development of low-end fast fashion is not bad, especially a part of "spot grabbing" business.

They do not produce, go to the market to take a lot of brands, and then sell them in their own stores. The price is low, and the characteristic is fast turnover.

"New business brands are emerging, and their profitability is good, but the greater the resistance, the greater the resistance."