Localization Marketing Is Booming. Some Brands Choose To Slow Down.

H&M is keen to find supermodels and super stars to endorse or take pictures of publicity all over the world, and is no exception in China.

Recently, it came to "the pomegranate couple (Liu Wen and Choi Siwon)", which is a new year's series of advertisements for the 2016 New Year's screen lovers.

The CP effect of the famous model plus "Obama" is very high and fashionable. It attracts a large number of young fans' attention easily.

In order to celebrate the 5th anniversary entry into the Chinese market, GAP has brought 22 white lily, Chang Chen, JJ Lin, Zheng Xiujing, Jing Bairan and Mizuhara Kiko to the theme of hard shooting.

If you remember, when GAP first entered China, he was the one who came to shoot the poster. Xun Zhou.

It is not hard to see that GAP now wants to be younger in China's brand image.

Lack of a high profile, UNIQLO also has Chen Kun and Ni Ni as spokesmen.

A&F and Muji have always had no spokesmen, so it's not enough to ask local celebrities to shoot advertisements.

But A&F and Muji have introduced limited products in Shanghai's newly opened flagship store in Shanghai - A&F is limited edition perfume, and Muji is a color limiting suitcase and travel pillow.

However, because of the slowdown in the expansion of China's retail market, many brands' marketing budget in 2016 also shrunk.

According to the news of the interface news from the advertising agency, some fast fashion brands will reduce the market cost by about 30% next year, and the purchase of advertising stations in the bus stops and magazines will be reduced accordingly.

Zara parent group

Previously, it has said that the total number of brands in China will reach 500 after the total number of stores in China will slow down.

However, in fact, Inditex's performance is not bad. In the three quarter 2015 earnings report (as at the end of October 2015), the group's sales increased by 16% in the first 10 months of 2015, and its profit increased by 20%.

Although no specific data on the Chinese market were mentioned, Pablo Isla, chief executive of Inditex, said, "Chinese appetite for fashion is becoming bigger and bigger. We are very optimistic about the Chinese market."

However, we believe that

Slowing down the opening of stores is a precondition for the continued downturn of China's retail environment in the future, and is worthy of reference by other brands.

The fast fashion market of the second tier cities has been saturated. The two or three tier cities are facing the commercial real estate bubble. China's real economy has also entered the "new normal".

Choosing to slow down shop opening speed will not have much impact on Zara, which is already well known in China, and has a mature Tmall flagship store. On the contrary, it will enable the whole group to avoid the risk of radical opening as early as possible.

It did not catch up with the rapid growth of China's fast fashion market.

In the doldrums, GAP and A&F, who have entered China for a short time, also choose to shop cautiously.

The two brands, when interviewed by reporters, said they would not stop the pace of opening stores, but they had to open shop at the most appropriate time and place, and would not take radical expansion strategy.

Although different brand store strategies are different, all the above brands have formulated corresponding e-commerce development strategies.

In addition to the official website and App, the brand will actively seek cooperation with the third party e-commerce platform.

From the current view, UNIQLO tasted the sweetness of the largest - it has just won the 2015 double eleven, both men and women in the category of clothing won the top sales.