Fast Fashion Brands Need To Cross The Border To Find A Breakthrough Point In The Competitive Market.

Famous lifestyle brand " MUJI "To emphasize the quality of life and win more and more demands on domestic consumers, which led to its continuous growth in China's performance, and many domestic manufacturers saw the market potential of the" lifestyle "market, and draw lessons from this strategy, cross boundary layout lifestyle.

With more and more brands joining, competition in lifestyle has begun to intensify. Including the international fast fashion giants have also laid out the lifestyle area. All these provide more choices for consumers in the field of lifestyle.

The Muji printing company's good quality planning company announced its 2015 financial year performance from March 2015 to February 2016. Its annual sales volume was 307 billion 500 million yen, an increase of 18%, including sales in the East Asian market, including Mainland China, Hongkong, China, Taiwan and Korea, reaching 83 billion yen, up 47.2%. And in terms of operating profit, the East Asian market doubled, reaching 17 billion 200 million yen, the first time to exceed 17 billion yen in its local market.

Specifically, in the most obvious East Asian market, China Hong Kong The growth rate of other Southeast Asian markets in Korea and other Southeast Asian countries is a single digit. The negative growth of the Chinese market in Taiwan is still the main contribution of growth. Mainland market 。 At present, China has become the largest international market for MUJI products, except for the local market. Last year, its sales volume was 49 billion 800 million yen, an increase of 63% over the same period last year, and its growth rate was basically unchanged from that of last year's 62%.

However, despite the sales growth of Muji in the same store in China last year, the growth rate reached 20.4%, but in the four quarter, this growth rate is slowing down, which is 38.6%, 22.6%, 15.9% and 9.7% respectively. Nevertheless, it emphasizes the quality of life and the success of selling lifestyle, so that many domestic brands are eager to learn and draw lessons from it.

Last year, the local clothing brand CABBEEN launched a new flagship "CABBEEN 33 Pavilion". Besides the collection of CABBEEN's clothing brands, there are fashion lifestyle elements such as coffee dessert, flower art and household products. In Guangzhou, there were already OCE living concept Hall of Wan Ling Hui, the Gloria 225 concept Club of Beijing Road, and the HI department store of Zheng Hao, which assembled lifestyle shops, including clothing, household goods, coffee, flower art, books, exhibitions and so on.

Last year, Muji has expanded its strategy in the Chinese market and opened 33 new stores, including the largest flagship store in Shanghai in December. At the same time, we will gradually reduce the price difference between Muji and its home market. On the whole, Muji and the same commodity are 5-6 fold in mainland China, and for the majority of domestic consumers, the overall pricing is still high. Since last year, Muji has been adjusting prices for five different commodities sold in the domestic market, with a drop of about 20%. All these measures have played a certain role in attracting domestic consumers.