Fast Fashion, Multi Industry Line Layout, Create One-Stop Shopping Mode.

The fast fashion "second echelon" is coming.

Last year, just entering China, it made a remarkable achievement in Britain.

Brand NEW LOOK is on the market.

In the fast fashion brand new to China last year, NEW LOOK is undoubtedly the most eye-catching one. It has opened 19 stores in one year.

Old Navy and Top Shop also follow closely, and become the "second tier" of fast fashion market in China with NEW LOOK.

While the new fast fashion brand is actively distributing the Chinese market, H&M, Uniqlo, ZARA and other traditional fast fashion brands are gradually shifting the main battlefield to the low tier cities.

The fast fashion first tier urban market has already opened the prelude to upgrading.

First line market upgrading, fast fashion "second echelon" arrival

Famous fast fashion in Britain

NEW LOOK has recently been exposed by foreign media and has hired JP Morgan Morgan chase to prepare for the listing. Investment bank Goldman Sachs Goldman seeks to sell minority or shareholding stake for NEW LOOK.

NEW LOOK group also announced that it will further accelerate the expansion of China and plan to deploy 70 Chinese stores before the end of fiscal 2015, making China the second largest market in the group.

While NEW LOOK is actively seeking opportunities for China's market development, the fast fashion market of domestic first tier cities has changed quietly.

Looking at the fast fashion market in China, H&M, ZARA, UNIQLO, GAP and other brands that entered China early, as the first tier of global fast fashion brands in China, have been significantly slower in China than in the previous two years, and the growth rate of opening stores is 20% lower than that in 2013.

According to the statistics of the joint venture network, only in the second half of 2014, UNIQLO opened 42 stores in China, opened 36 stores in H&M, opened 9 stores in ZARA, opened 6 stores in GAP, and opened 4 stores in C&A.

Among them, the number of new outlets in the two or three tier cities is more than 3 times that of the first tier cities, while the number of new outlets in the three tier cities is the highest among them.

It can be seen that the development of the first tier city market has come to an end with the five old brand fast fashion brands, and the three tier cities have already surpassed the second tier cities to become the new battleground for their expansion.

In such a situation, when consumers in the first tier cities are tired of the fast fashion "old generation", in 2014, Top Shop, NEW LOOK, Old Navy and other fast fashion brands poured into the domestic market and became the "second echelon" in the fast fashion market in China.

Among the new fast fashion representatives, NEW LOOK is the first to take the lead in the 19 tier business and become the leader in the second tier.

In addition, Old Navy opened 5 stores, and Forever 21 opened 8 stores.

NEW LOOK leads the expansion, new fast fashion brand ambition.

At NEW LOOK, a store in Beijing's national Swiss shopping center, it is known that the brand of the 300 square meter brand is the first store in Beijing, and the unit price of the product is rarely more than 400 yuan.

At the same time,

The proportion of products and accessories accounted for the total number of commodities more than H&M and ZARA.

Shop staff, NEW LOOK accessories proportion can reach 20%, while the brand buyer team is mainly composed of Chinese people, so the brand sales in China has a very strong localization strategy.

The average price of Top Shop is also slightly higher than that of H&M, ZARA and other fast fashion brands. However, the industry generally believes that the trend of brand is high.

Feel better.

Old Navy, as a low line brand of GAP, contends with H&M and ZARA at a more popular price.

A second tier city in the Red Sea

For example, NEW LOOK and other new fast fashion brand representatives have sought a differentiated development path.

As a fast fashion brand with more than 1100 stores all over the world, NEW LOOK, as early as its entry into China, has indicated that it will open 250 stores in China in the next four years, and Old Navy will open 5 stores. In the 2015 fiscal year, it will continue to expand its scope of shops.

In addition, paying attention to online channels is also the consensus of new fast fashion brands.

Ke Weijie Jeff Kirwan, President of Old Navy, the Greater China group of GAP group, also said that the brand will implement a full channel sales strategy in China.

Last year, Old Navy opened its own store in China, and also operated an e-commerce platform.

Top Shop also opened the Chinese market by way of domestic e-commerce platform.

Old fashions and fast fashion make their own moves, develop Deputy cards and expand product lines.

Facing the first tier cities facing competition, fast fashion brands are seeking new growth points.

Ding Yiou, a buyer, told reporters that the development of sub brands or sub cards in the main cities of China is the trend of current fast fashion brands.

Such as H&M launched the high-end fast fashion brand COS, ZARA's Massimo Dutti, Stradivarius.

Taking COS as an example, although the price is 2-4 times the price of H&M, the design and materials are more precise and accurately lock the customers between low consumption and middle consumption.

It is reported that COS has opened 7 stores in Beijing, Tianjin, Chongqing, Chengdu, Hangzhou, Shanghai and other first tier cities, and its Beijing fragrant grass store is its first store in the mainland. Its first store in Shenzhen will also be in the 5 moon Shenzhen Shenzhen Holiday Plaza this year.

While the brand expansion will extend to the three or four line cities, the traditional fast fashion brands are also trying to stabilize the market share in the second tier city market.

For example, H&M opened the first store in mainland China through the acquisition of Monki brand, and then entered Foshan, Suzhou, Wuxi, Shenzhen and other cities in Nanjing.

In addition to maintaining market share through different brands, the extension of product line is also a consensus among old fashion fast fashion brands.

H&M investment manager NilsVinge recently said that in 2015, the group will carry out a long-term investment of about 48 million 500 thousand -7270 million, and the investment plan will include new products such as make-up, body care and hair care.

ZARA HOME has become the leader of fast fashion brand layout lifestyle products.

Another expert said, fast fashion brand layout multi product line, is the brand to create a one-stop shopping mode vane.

The future layout of multi product lines will be the general trend of fast fashion industry.