Four Fast Fashion Brands: Online And Offline Competitive Channels Sink, Expand Two Or Three Line Cities

Fast fashion brands have become one of the fastest growing categories in shopping centers.

Channel sinking: expanding the two or three tier cities, the high rent and manpower cost of the first tier cities, and letting the fast fashion brands relying on large area stores to sink to the two or three line cities in the western region.

The fast fashion brand development report released by Ying Shi Group Research Center showed that as of the first half of 2015,

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And so on, the ten fast fashion giants have opened 95 new stores in China, and these brands have more than 1200 Chinese stores.

The total number of stores increased by 25.9% compared with the same period last year, and the competition among fashion giants is still fierce.

It is understood that in 2015, UNIQLO, H&M, ZARA, GAP and other ten fast fashion giant's total number of offline stores has more than 1200, compared with the same period last year, an increase of 25.9%, but the growth rate dropped 10 percentage points.

Behind the decline in the number of stores, there are a few unhappy achievements.

"Fast" is one of the most competitive strategies of major brands.

As the first international fast fashion brand to enter China, UNIQLO maintained its high speed in the fourteenth years of its entry into China.

According to the results of the first three quarters of fiscal year 2015, released by the fast selling group of UNIQLO parent company, UNIQLO's revenue grew by 24% to 3 billion 270 million dollars, and profits increased 36% to 230 million US dollars, both of which hit a new high in the same period, of which China contributed most of the revenue.

In the first ten stores in the first half of 2015, UNIQLO accounted for 31 of the 95 newly opened stores.

According to statistics, UNIQLO has nearly 370 stores in China, covering 79 cities across the country.

H&M now has 252 stores, and GAP has 110 stores. In terms of quantity, UNIQLO is almost the sum of H&M and GAP.

The days of GAP, a fast fashion giant, are not very good.

In the middle of August, GAP Inc's two quarter earnings report showed that GAP's net profit was $219 million, a sharp fall of 34%.

GAP announced plans to close 175 stores.

The competition of fast fashion brands has spread to the Internet, and the intensity is no less than the line.

MUJI products launched mobile phone App in May this year, hoping to interact with offline consumers and enhance the stickiness between brands.

It is understood that as early as 2008, the official website of UNIQLO has been launched, and GAP, ZARA and other fast fashion brands have opened online shopping centers, and the layout of e-commerce platform.

Up to now, 90% world fast fashion brands including UNIQLO, Muji, ZARA, GAP, forever 21, C&A and ASOS have entered Tmall mall.

On Tmall, the official flagship store of UNIQLO sold the most popular short sleeved monthly sales volume of nearly 10000, and the store's concern was over 1 million 550 thousand.

GAP Tmall's official flagship store sells the best of its children's trousers. Its monthly sales volume is 1688, and shops concern more than 770 thousand.

The number of ZARA, forever 21 and C&A three fast fashion flagship stores is less than 1 million, and the gap between UNIQLO and QQ is obvious.

In addition to UNIQLO, ZARA shop provides physical store pick up, after sale service, Mango offers physical store free shipping service, Muji launched its own App.

These fast fashion brands are also hoping to break through in the battle of e-commerce by enhancing online shopping experience and enhancing interaction with consumers.

The high rent and manpower cost of the first tier cities make the fast fashion brands that rely on large area stores to sink to the two or three line cities in the western region.

According to the data, 57.1% of the fast fashion brands in the survey sample put the future main expansion areas in the West.

In the first half of 2015, two or three of the ten fast fashion new stores accounted for more than 75%.

Combined with the fast start shop in 2014, the total number of shops in Chengdu is ranked first, and the total number of stores is second only to Shanghai and Beijing, which fully reflects the potential of the two or three line cities.

Stu Vin Zon, chairman and President of Ying Shi China commercial investment holding group, pointed out in the report that the growth of the consumption power of the two or three line urban residents, the abundant retail property supply and the more favorable tenancy conditions provided by the owners provide the foundation for the expansion of the fast fashion brand to the pfer of the two or three line cities.

The addition of more international fast fashion brands also means that the business development of the two or three tier cities will get a new boost.