There Is A Strong Contrast Between Luxury Goods And Fast Fashion Brands.

Among the fast fashion brands that are doing business in China, the best development trend may be UNIQLO, which is "classic and useless, and the price is close to the people, even if the four line cities are sinking."

And opening stores to more non tier cities is also the strategy of UNIQLO's China market.

"In China's mainland market, 316 stores, more than 100 shops are concentrated in the four cities in the north, Guangzhou and Shenzhen, and the future is sure to penetrate into two or three or even four tier cities."

Last October, it was said in the media interview that CEO, a senior executive vice president of Japan's fast selling group and UNIQLO's Greater China region.

From 2013 to 2015, China's

Dramatic changes have taken place, and sales of luxury goods in China have been slowing down from double-digit growth in successive years to the 1% negative growth in 2014.

Luxury stores' strategy has also changed from radical in previous years to conservative.

Bain expects that the situation will not be much improved in 2015.

With the pace of commercial real estate, the expansion strategies of major brands are much the same: from the past to the development of "two or three tier cities" in a "two tier" major cities.

There is still a certain gap between the three or four line consumption concept and brand recognition and acceptance compared with the mature market.

Because of oversupply, many shopping centres are running poorly.

Once the brand chooses to quit in advance, it may face the loss of initial investment, and the brand image will also be affected.

While opening stores, the fast fashion brands also did not ignore the investment in online stores, such as UNIQLO, H&M, Zara, C&A and other brands in Tmall and Jingdong stores.

In addition, more and more brands are actively trying to implement multi brand strategy in China to meet the increasingly differentiated and differentiated purchasing needs of Chinese consumers.

For example, Zara's Zara Home home and Oysho women's underwear brand, UNIQLO sister brand GU and so on.

With the strong ability of gathering customers and the demand of large area shops, fast fashion brands become the retail tenants who are competing for preferential terms.

"The first tier cities, the location is very good, and the operators' experienced shopping centers will not lay down their bodies to seek them (fast fashion brand), but in the two or three tier cities, especially shopping centers, there has been a supply exceeding demand phenomenon, these fast fashion will have more advantages in the negotiations."

Chen Zhongwei added.

Some fast markets do not even have to pay basic rents after entering the market. They only need to pay a certain percentage of their rents in order to reduce fixed costs.

"Last year we set up shop mainly in the second tier cities, which is the fastest growing fashion."

C&A China Marketing Director Shen Wei told reporters.

The growth and abundance of the consumption power of the two or three line urban residents

And cheaper leasing conditions will attract the brand to extend to the farther enemy.

However, with

In contrast, the speed of fast fashion expansion in China has not slowed down.

CBRE, a commercial real estate service and investment company, published the evolution of China's retail business in 2013: fast fashion.

The report shows that China has become the most important overseas market for international fast fashion brands from the total number of stores: Zara and UNIQLO, the largest overseas market in the world, H&M and C&A, the largest overseas market in Asia.

Chen Zhongwei, head and executive director of CBRE research department, told reporters that the number of four fast fashion stores in UNIQLO, H&M, Zara and C&A increased by 65% in the first half of this year compared with June 2013.

Every fast fashion brand has a pretty big budget for opening stores. H&M will open 80 new stores in China this year, Zara will add 60, and UNIQLO will add 100.

Forever21 has removed 9, and plans to open another 50.