Viewing "Civilian Fashion" In 2016 From UNIQLO

The new year of 2016 has arrived, and garment entity retail industry has taken a new step.

In recent years, there are different opinions on the development of industry in 2016. Generally speaking, there are two points: one is the aggravation of closing stores, the two is the influence of the Internet on the physical store, the second child triggers the heat of children's clothing, the concave and concave old trees are sprouting up, and the cross-border brands are threatening.

The traditional clothing entity retailing is struggling on the line of life and death.

"Destroyed the" shop merchant "and directed the problem to Ma Yun.

Official figures show that China's economy grew by 6.9% in the third quarter, compared with 7% in the first half.

Rui Yin, chief economist of China (UBS), predicts that growth will slow to 6.2% next year, down to 5.8% in 2017.

Borrowing a classic in the preface of freedom and choice, "we meet the enemy, the enemy is ourselves", to describe the bottleneck that the physical retail industry is facing today is most suitable.

The economic environment is weakening.

,

Luxury brands such as the world can not afford to shrink the number of stores, or even adjust prices according to the RMB exchange rate decline.

The fast fashion brand KM, led by UNIQLO,

,

And so on, but in 2015, he made a lot of money.

Liu Jing Zheng, chairman of fast marketing, directly threatened 2015 new shops in China every year. 100

Opening stores is not a sufficient condition to prove brand fire, such as Metersbonwe's fast opening and closing speed, but it is a necessary condition to prove the success of the business.

As of the first half of 2015, UNIQLO, H&M, ZARA, KM and other ten fast fashion giants opened 95 new stores in China. The total number of these brands has exceeded 1200. The total number of stores has increased by 25.9% compared with the same period last year, and the competition of fashion giants has intensified in the second half of the year.

This is the victory of "civilian fashion" under the depression. What kind of trend will it appear in 2016, who is good at seeing wind and Tuo's clothing entity retailing industry?

Trend 1: consumers are extremely picky about products.

The world is changing every minute and second. Information explosion and product homogenization make consumers numb, who can activate consumer demand, and who can quickly occupy the market.

The market driven by the supply of enterprises is short of demand, and the market is turning into a consumer oriented market. The acceleration of the globalization process makes the consumers extremely fastidious and focuses on cost performance.

If you want to stand out from many competitors, you can only cultivate a way of consumer demand.

Trend two: cheap win the market

It is no exaggeration to say that it is the low price that has created the brilliance of Taobao empire.

The low price brand typically represents Primark, the world's four largest retailer of fast wear and clothing, and a total of 290 stores around the North Atlantic. The price of all products is less than 300 yuan, and the brand of H&M, ZARA, Forever21 and other brands are swept away by 10 yuan T-shirts.

At present, Primark has not yet been stationed in China, and UNIQLO, KM and other brands have taken a big hit in China, and these brands have made us taste the sweetness of fast fashion.

Trend three: overall diversification, partial personalization

Any quick fashion brand that can be named can be relied on product image, UNIQLO is the main player, KM is the Nordic wind, ZARA is the main fashion, GAP is the main American lifestyle dress, Forever21 is the main street fashion girl.

In the final analysis, we should segment the market and catch the masses who do not count the masses.

Do not make the brand into a hodgepodge, in this regard, we can learn from H&M, the subsidiary line brand Monki, Weekday, Cheap Monday and other personalities are developing rapidly.

Fast fashion fills consumers' desire for shopping. The traditional clothing retail entities should pay attention to how to reduce inventory, reduce costs, improve product turnover rate, and do enough business under the line. How can we have time to greet the business operators?