How Did The Fast Fashion Competition Begin?

The clothing electricity supplier is in the fast growing stage.

According to the data from the quarterly monitoring report of China's B2C market in the first quarter of 2015, the first quarter of the Chinese market, the clothing trade scale of the Chinese B2C market reached 120 billion 540 million yuan, an increase of 54.1% over the same period, of which Tmall accounted for nearly 70% of the market share in the first quarter of 2015.

Nevertheless, these international brands are reluctant to abandon their online share.

Misaki Sato Dachiya said that GU now has 9 years of development in Japan covering more than 300 stores, and will not abandon the offline shop plan because of the momentum of online development.

"The development of China in the future will not lose to the sister brand, UNIQLO."

He said.

"UNIQLO has been developing in China for many years and has gained popularity.

So it's relatively easy to open the shop channel to another place. "

General manager of Shanghai Liang habitat Brand Management Co., Ltd.

Marketing expert Cheng Weixiong pointed out that although a brand like GU belongs to a group, it is difficult to win fame because of its late entry into the market.

"In our

In the process, we will find that the international fast fashion brands are not as popular as the second tier cities in the cities below three lines.

Some places prefer to buy brands such as Smith Barney and Mark Ed Faye.

Cui Chen, director of the business administration center of Han Bo, agrees with the above view.

In addition, she also believes that as GU and UNIQLO belong to a group, the business strategy of the group will be different.

One is more radical and the other is conservative.

Another problem is that

A lot of money is needed to support the brand. When it opens a new store, it needs to consider the rent and the efficiency.

As a result, a large flow platform like Tmall has a fatal attraction for those brands that are increasingly entering the Chinese market.

The strategy of opening only direct stores has made the latter cautious.

Apart from North Shang Guang, these international brands do not understand other Chinese markets.

Smart start choosing to "test the water" online and cultivate consumers.

For example, the British high street brand TOPSHOP.

Before opening a physical store in Beijing in 2015, it has cooperation with several fashion e-commerce websites in China, so cooperation with the largest e-commerce platform is inevitable.

A data obtained by reporters showed that TOPSHOP's sales in Tmall's official flagship store in October 2015 increased by 200% over the same period in 2014, while a Joni version of jeans now has a total sales of over 100 thousand.

This sales volume is enough to let any offline entity store envy.

Ding Ding, head of Tmall apparel category, believes that with the help of Ali big data, international brands can also lay out the layout of the line.

Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data, and go deep into China's three or four tier cities.