Why Do Local Fast Fashion Brands Go Against The Trend?

Statistics show that UNIQLO opened 91 stores in China in 2015, 73 for H&M, 85 for Newlook and 13 for ZARA.

And with the recent major

The plan for opening stores in China in 2016 has been announced. It is easy to see that there is a trend of collective slowdown. However, local fast fashion MJstyle, hot air and UR show a trend of anti cyclical growth.

Today, we will talk about the development of these local fast fashion with users.

Brand introduction

Hotwind hot air was first established in Shanghai in 1996. Now it has more than 700 brand sharing shops. The sales network covers more than 130 large and medium-sized cities in Shanghai, Beijing, Shenzhen, Guangzhou, Nanjing, Chengdu and Chongqing. It also forms strategic alliances with many well-known commercial real estate brands, such as Hang Lung, Joy City, raffles, Wanda and Kyrgyzstan island.

An official flagship store was opened in Tmall in 2010.

MJstyle, founded in 2011 by Shanghai Jian Shang Group, has opened 100 stores nationwide, with an average annual growth rate of more than 20%.

But up to now, MJstyle has not yet laid out the electricity supplier, but only the entity store channel.

URBAN REVIVO (UR) is UR group.

Chain retail brand.

UR, founded in 2006, has been the core of operation and management of fast fashion DNA.

At present, there are more than 100 stores, and plans to add 60-100 new stores every year. The pace of growth is expected to reach 10 billion in 2020. There are more than 500 stores at home and abroad.

In 2014, the layout line was launched, and the official flagship store of Tmall was opened.

product positioning

MJstyle: fashion sweet wind, spring and summer clothing 29-239 yuan, autumn winter clothing: 199-799 yuan.

Hot air: youthful vigor is mostly between 39-699 yuan.

UR: European style, including the daily casual wear, white-collar work clothes and party clothes, the price is in 149-699.

Product cycle

UR has a strong buyer team, two times a week, each shop updated 100-140 new products, the latest trend of new products need 7 days to respond.

MJstyle independent research and development design, shop order production, basically no inventory, product replacement speed in a week or so.

Hot air: products are sold from buyers to production shops, and all links need only 15 days.

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Development mode

MJstyle plays the user experience and develops in the form of a collection store.

MJstyle is a typical fast fashion brand developed in the form of a collection store. It also includes stylish coffee shop, creative home, fashion accessories, boutique decoration, etc. all kinds of small household items such as plastic boxes, candles, handmade soap and so on are similar to Japanese brand MUJI.

But from the price point of view, it is much cheaper than MUJI.

MJstyle has established three retail brands MJstyle, TOPFEELING, two fashion apparel retail brands and FISHOP integrated retail brand.

MJstyle is the most fashionable dress in Europe and America, Japan and Korea, and TOPFEELING is the boutique Mini store of MJstyle. According to the report released by win win network data center, TOPFEELING entered the most popular clothing brand TOP10 in 2016.

Hot air mix and match "grocery store"

As a newly rising local fast fashion benchmark, hot winds include street style, sports, formal and other different styles to collect street fashion personalities. It is understood that some new flagship stores in hot air have also set up a free "grinder coffee table". Any amount of consumption can enjoy the fun of a self serving coffee and play a "mix and match crossover".

There are four private brands under the hot wind. HOTWIND represents the comfort and leisure apparel retail brand. Ned.Nedy represents elegant and sophisticated retail brand. Landorode represents a concise, savage male comprehensive retail brand, and Offcos represents a comprehensive retail brand featuring vitality, fashion and personality.

UR follows ZARA to open a big store mode.

Firmly grasp the fast fashion features of ZARA: four key elements: large storefronts, rich products, fast updates and affordable prices. Its product design is mainly designed and developed jointly by many famous design consultants such as France and the global buyers team. In order to achieve the goal of rapid response, UR has built up factories in Guangzhou, and has utilized the advantages of the garment enterprise cluster in the region, and cooperated with more than 50 small garment processing enterprises around the world to form a UR unique supply ecosystem in the form of "exclusive cooperation".

The rapid development of its commercial real estate shopping mall mode has also made the expansion of UR even more powerful.

Market performance

Consumer attributes

360 data show that MJstyle and HOTWIND consumers are generally young, and the number of women is slightly higher than that of men. This is because MJstyle and HOTWIND brands are located in young consumers, and they are all directly under the line. Therefore, the products have higher cost performance, while UR women's clothing is positioned in 25-35 year old white-collar workers, and products are more concerned about quality and quality, so the main age groups of consumers will be slightly older.

In addition, nearly half of the HOTWIND male products are available, so the proportion of male consumers is slightly higher, so HOTWIND can also take men as potential consumers.

In terms of long-term development, MJstyle and HOTWIND have more potential, so they need to serve the 20-29 year old main consumers better, while maintaining a 30-39 year old consumer group.

UR needs new products to attract young consumers.

Search index trend

In the search index chart, UR is far more than HOTWIND and MJstyle. This is because UR pays more attention to brand creative marketing. For example, this year's May Day launch of "fashion without discount, welcome to rob" creative marketing promotion activities, with a new breakthrough H5 technology to play the concept of "robbery", and play games with consumers.

He also worked with Ma Tianyu, Jia Nailiang, Chen Xiao, Bea Hayden and other popular artists in various forms to attract consumers' attention.

MJstyle also hopes to expand the brand communication through the good experience of users. HOTWIND is the user reputation that has been accumulated over the years for many years and the widely distributed stores attract consumers.

Therefore, if we want to attract consumers quickly, we must make good use of the channel of social media.

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Consumer evaluation

Judging from the positive and negative aspects of consumers, consumers are most dissatisfied with the source of HOTWIND clothing, so that customers can buy the rest assured that they can tell consumers how to identify the true and false products, and make pparent publication of their product channel sources.

Generally speaking, there is no big problem for UR products. Although the problem of chromatic aberration of clothing is always inevitable, UR can indicate the normal color fading area, and how to reduce clothing fade and reduce the doubts of customers.

MJstyle focuses on offline stores, so the analysts search some comments on the Internet. It can be seen that consumers think MJstyle's products are cost-effective, and the quality and style of clothing are also popular.

Therefore, HOTWIND products need more positive image maintenance.

Conclusion:

Whether it is "grocery store" or "mix and match crossover", or the large-scale shoppingmall mode, once the consumer's fresh vigor is over, or the imitator continues to emerge, the brand's status in the market will still be threatened.

Analysts believe that fast fashion should find breakthroughs in the market segments, and strengthen the integration of localization and international design forces.

Take design as a selling point, cross border cooperation, luxury, big brand, new aestheticism, high value display and good fabric as a weapon of "rising powder".

At the same time, we need to focus on building brand quality to win the market.