Seven Wolves To Fight Micro Market Is Optimistic

Transformation

The development of all channels has become a way out for many fashion brands to change.

In the past three years, the revenues and net profits of the seven wolves have always been in a state of decline. Therefore, from the past "pure industry" to the "real industry + investment" mode of operation, it has become the breakaway way of the seven wolves.

Recently, China's men's wear brand seven wolf wolf and micro business platform micro union reached a cooperation, after entering the Meng Meng shop, the seven wolves will provide quality for millions of sprouts owners.

The sources of sales include new products, special supply of electronic business, Bestsellers and so on, and share all the commodity resources of the entire e-commerce channel and inventory.

Fan Xin, vice president of micro Union, said the micro League will enter the brand of the seven wolves.

To provide technical and platform support, expand brand awareness and boost sales performance through the distribution power of the shopkeepers, so as to expand the sales market of mobile terminals.

Entering the micro Meng shop, joining the micro market has been optimistic for many clothing brands, but the pulling effect of the performance still needs time to test.

In addition, brand pformation should be based on its own development strength and direction.

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At present, more and more clothing brands in China are changing from fast fashion brands to "learning from the classics". In fact, the present living environment of the latter is not the same as the state of overwhelming popularity that entered China several years ago.

But then, why do they still maintain such a strong growth momentum in China?

We can see that the rapid expansion of fast fashion stores, we should also see how these two or three fast fashion brands have changed and innovated in China.

At the same time, with the increasing number of fast fashion stores, although the fast fashion brand represented by UNIQLO, ZARA and H&M is still the darling of many shopping centers in the country, this kind of favor will be weakened sooner or later.

For example, when we heard that H&M and other fast fashion brands entered Tianhe business circle, shopping malls had no lack of "temptation" such as free rent, subsidy and decoration.

But now, when I chat with a famous commercial real estate boss in Southern China district recently, I have made it clear that even the fast fashion such as UNIQLO, it will never provide a supplement.

If the rent is not provided or the subsidy is provided, the brand will not have such a great incentive to sell clothes well.

In August 18th, H&M, the world's second largest clothing retailer, released its July sales figures. The group's pre tax sales increased by 16% year-on-year, and double-digit growth for 10 consecutive months. H&M continued to target 400 stores this year (mainly for the US and Chinese market).

In addition, it has maintained the mainland market every year for 80-100 years, adding 15-20 stores per year, and opened 5 stores in China on 15-20 August.

The prosperity of China's apparel industry has not yet been fully improved, and the closing tide is not yet over.

Why can fast fashion sell so counter market? One is that China's clothing industry is collectively trapped in the plight of overcapacity and the decoupling of development design from consumers.

The two is closely related to the fast fashion mode. As we all know, the core strengths of fast fashion giants such as ZAR A and H&M are fast response design and supply chain, in place marketing, and attracting consumers by various categories and fashion sense.

However, it is noteworthy that in fact, after the first few years of rapid expansion, the fast fashion giant had initially weakened the "alternative" feeling of the Chinese clothing market.

For example, to do business, whether it is ZARA or UNIQLO, it seems that they are going to open the official flagship store, enter Tmall platform, and then line the same price line.

UNIQLO has also recently been exposed to Jingdong's rapid withdrawal from Jingdong platform after more than a month's operation.

The fast fashion giant's electricity supplier is no longer what it was when it entered China.

At the same time, with the increasing number of fast fashion stores, although the fast fashion brand represented by UNIQLO, ZARA and H&M is still the darling of many shopping centers in the country, this kind of favor will be weakened sooner or later.

For example, when we heard that H&M and other fast fashion brands entered Tianhe business circle, shopping malls had no lack of "temptation" such as free rent, subsidy and decoration.

But now, when I chat with a famous commercial real estate boss in Southern China district recently, I have made it clear that even the fast fashion such as UNIQLO, it will never provide a supplement.

If the rent is not provided or the subsidy is provided, the brand will not have such a great incentive to sell clothes well.

For example, in the Chinese Plaza store opened by UNIQLO this month, I saw that the flooring of the shop is wooden flooring, the passageway is wider and the sense of collocation of clothes is also enhanced.

The store was named by the new shop of UNIQLO, and it was to be known that the wooden floor would only appear in the flagship store of UNIQLO, and only some thousand square meters of standard shops such as China Plaza would be used for tile floors.

This shows that UNIQLO is actually upgrading consumer shopping experience.

At the same time, they also upgrade their brand image in the eyes of consumers.

Looking at the fashion industry, there are actually several different ways of development.

One is to take designers as the center and take the original route; the other is to take consumers as the center and push the brand closely to the needs of consumers. The third way is to influence consumers through the most popular concept of fast COPY trend.

In the first stage, fast fashion is the third way to go.

But now they are also changing, and slowly begin to test the water on the second route to make an extension of the brand and product line.

For example, this month, UNIQLO announced its global cooperation with Disney, opening up a special store in UNIQLO's stores to create a concept store, providing Disney, man Wei and Star Wars theme products.

In September, consumers could see the concept store they built with Disney in the largest store in UNIQLO, Shanghai.

H&M has just announced that it will launch a new brand in 2017, and will launch a global expansion plan for its brand COS. By the end of this year, the expansion of 36 COS stores will be completed, and 7 new stores will be in Asia.

COS is a minimalist style. It only designs two series a year, and the price is obviously above H&M.

The first COS store in Southern China opened in Shenzhen in June.

And in May of this year, H&M announced that it will launch the autumn winter series make-up H&M Beauty in September.