Fast Fashion Brands All Say That China'S Market Is Not Good Enough To Be A Physical Store.

In the coming 2015, interface journalists interviewed almost all of the fast fashion brands that are doing business in China.

Over the course of a year, we find that these fashion brands have one thing in common, they are exploring the Chinese market again.

In the past few years, fast fashion brands have been rapidly gaining ground and looking at the ubiquitous H&M. You may not even realize that when it first opened China's first store in Shanghai, it was only 2007.

After years of cultivation of China's fast fashion brands, customers' preferences and preferences have changed greatly.

When the market becomes crowded, it is not easy for the new brand to open up the situation, and the brand that has been ploughing for many years wants to maintain its superiority and needs to keep up with the change of customers.

For the brand, the store is the advertisement, so some fast fashion brands still choose to penetrate the market through the store.

In early 2015, H&M disclosed in its earnings report, 2015.

The group will continue to open 400 stores in the global market dominated by the United States and China.

As of November, according to its latest financial statements, H&M has completed this goal ahead of schedule with the opening of 413 new stores worldwide.

At present, the total number of stores in the group has reached 3924.

Although the number of new stores in the H&M market in China is not yet known in 2015, the annual earnings will be disclosed in January 28, 2016, but as of August 2015, the number of H&M stores in China has reached 299, compared with 245 in December 2014, which has increased by 54. Therefore, there is reason to believe that the annual growth of H&M in China will exceed 80.

In response to the Chinese market, the slogan of "opening 100 new businesses a year" was directly shouted out.

Liu Jing, the chairman and chief executive of its parent company, said in a media interview in Shanghai in September 2015 that although China's economy is slowing down, UNIQLO will maintain its strategy of large-scale development, adhere to the goal of opening about 100 new stores in the year, and finally stabilize the number of stores in China to around 3000.

In the 10 issue of the 2015 issue of the interface news, the number of stores in Greater China has reached 467.

MUJI also has a target of 100 new stores, but according to the data provided by Ou Rui consulting, the 100 new stores will start in 2015 and will be completed in 3 years.

Based on the interview with Muji at the beginning of 2015.

Between 2005 and 2015, Muji has opened 128 stores in China.

It is worth mentioning that the "quantity" pursued by Muji's store strategy, in addition to the index volume, also refers to the volume of the body. From the world flagship store opened in December 12, 2014 to the flagship store in Shanghai, which opened in December 12, 2015, Muji's new shop was crowned with the expectation of "the largest store in the universe".

It is said that the next "largest universe" will open in Beijing in 2016.

Perhaps only if the stores are big enough can they be more eyed by the consumers in the fierce competition.