How Can Domestic Fast Fashion Brands Lose Their Voice?

H&M, UNIQLO, GAP, ZARA, KM...

These foreign brands of high quality fashion brands are

The wind and water rise.

KM

Even in the first 4 months of this year, there are as many as 28 offline stores in the country.

However, in foreign countries, the fast expansion of quality and fashion brands is amazing. Why do people in the industry claim that domestic fast fashion lacks soul?

In my view, the root of all these problems lies in the price.

As a fast fashion product with fast capital flow and fast fashion, the leading role of the clothing market is fast.

The brand is not aimed at a small crowd of high consumption ability, but a low and middle consumer who pays attention to fashion and is sensitive to price, so it is destined for the low price of fast fashion brand.

Low price is a double-edged sword. On the one hand, it can effectively stimulate consumers' desire to buy, and win a large number of orders through small profits but quick turnover. On the other hand, in line with the concept of "one cent, one share", low prices also mean low quality and low sense of design in the eyes of customers.

In the environment of local fast fashion brands with independent research and development capability and consumers advocating "foreign brands", many domestic fast fashion brands win the favor of consumers. Plagiarism, follow the trend of foreign brands, take price war as the main competitive means, and all hope to "seize the price" and seize more market share.

However, due to the characteristics of fast fashion mode, its profit margin is not high, and the brink of price war further depressed brand profits.

Many local brands even weakened their design and quality because they were struggling to cope with the small profit price war, resulting in a serious phenomenon of domestic garment homogenization and a decline in quality, further weakening the temptation of low prices.

On the other hand, the competition brought by the entry of fast fashion brands abroad is on the other side.

To seize the price war in the market.

Under the new normal situation, it was mostly the extensive management, and the domestic fast fashion brands lagging behind technically.

How to jump out of the vicious competition trap of price war on the basis of low price is the most important issue for fast fashion brands in China.

Foreign brands: low price competition, differentiated pie

In contrast, the fast fashion brands abroad seem to be very calm. Brand personality and high quality products are undoubtedly the pie in the eyes of consumers.

Even the brand KM of the Nordic fashion designer, who just entered the country in 2014, is able to gain a firm foothold in the domestic market and realize the expansion speed of 28 stores in 4 months.

Behind the extreme expansion, KM is able to make use of the meticulous management of the enterprise while guaranteeing the popularity of the pro citizen price. It not only controls the cost, ensures product quality and fashion sense, but also the new frequency of its high frequency 2 times a week.

As a fast growing era of "Internet +" concept, KM's high frequency product updates cater to the fast changing public awareness of fashion concepts, and at the same time create a distinctive brand of "fashion, quality, low price and rich" for KM.

If fashion is regarded as a constant attack, KM and other fast fashion brands are the "frontline" people who run on the front line.

The "chaser" brings the domestic consumers low price, color, style, plate technology, fashion sense and brand personality, which caters to the public's consumption ability, and provides a differentiated and cost-effective clothing experience for the vast number of consumers. This is the reason why foreign brands are "popular", and also the lack of domestic brands.

Price is both pie and trap. Fast fashion brands in China should try to get rid of the trap of price war, open up a new path, conduct differential competition, and set up their own business as early as possible.

The combination of low price and high quality can create a real pie in the eyes of consumers, so as to win the market and win the future.