H&M Continues To Discount.

Fast fashion brands have entered the Chinese garment market for ten years, which is different from the rapid development in the past few years. In recent years, the fast fashion brands have gone downhill in China.

UNIQLO, who created the myth of sales, could not survive and fall into the altar.

The sales report of the first half of fiscal year 2016 shows that the sales volume of the company has increased by 6.5% compared with the same period last year, but its operating profit has dropped by 33.8%.

Fast Marketing Group believes that global warming has affected in 2015.

Sales, which is the main reason for the decline of the company's performance.

In the online shopping market, clothing categories occupy a large share of the market. Fast fashion brands do business to enter the online shopping market, which will reduce costs, increase sales and ultimately boost performance.

At present, 9 of fast fashion brands are stationed in Tmall platform. Alibaba's retail platform has 367 million active users. With this platform, fast fashion can expand rapidly in the Chinese market.

This is only the first step for fast fashion to do business. With the accumulation of excellent business experience and loyal consumers in fast fashion, it will take the second step, that is, build an official website or APP to provide sales channels, and work closely with the offline to form a O2O business mode, that is, offline inspection and online consumption.

At the same time, the world's second largest

Haines Maurice group -- H&M parent company is also having a bad time.

According to the company's earnings report, the company's net profit in the first quarter of 2016 was 2 billion 550 million SEK, which shrank by 30% compared with 3 billion 510 million Swedish kronor in the same period last year.

In addition, GAP, a US apparel retailer, is doing likewise.

Affected by this, the two companies have become "

"Two brand shops 70 percent off and 50 percent off of promotional activities are visible.

The industry believes that fast fashion is facing great changes in the Chinese market. There are two external and internal factors.

Among the external factors, under the background of the economic downturn, China's retail and consumer industry has been developing in a sluggish way. The fast fashion brand has enjoyed the dividends of the Chinese market early. After the rapid development, the channel is saturated and the consumers' novelty is no longer enough, which will naturally be disturbed by the depressed market.

On the internal factor, fast fashion brand is a block of mind, ignoring product quality, which is rejected by consumers.

With the increasing rationalization of consumer spending, fast fashion brands with good brand styles and many styles will not be effective, and price performance is the primary criterion for consumers to choose products.

In addition, some fast fashion brands, such as H&M and UNIQLO, expand rapidly in Chinese stores, which can easily lead to steep cost increases and high inventory prices, which also drag down the company's performance.

At present, under the influence of the economic downturn and the impact of the electricity supplier, fast fashion is also hard to "fast" in China. It is urgent to borrow the Internet to realize the development path of low cost and high impact. The electricity supplier will be one of the main ways to pform the Internet with fast fashion.

In 2011, the retail sales volume of our country was only 750 billion yuan. By 2014, the number of retail sales increased to 279 million yuan, up 49.7% from the same period last year.

In 2015, the retail sales volume of our country was 3 trillion and 200 billion yuan, up 31.6% compared with the same period last year. It continued to remain the number one in the world, and accounted for 4% of the total retail sales of consumer goods in the whole society to 4% in 2011.