Japanese Fashion Clothing Brands Gradually Become "Three No Sticks" And Lose Competitiveness.

With the rapid rise of fast fashion brands in Europe and America, Japanese fashion clothing brands gradually become "three no sticks" - not fashionable, unpleasant, and of poor quality. Because Honeys and other Japanese clothing brands are mostly Chinese enterprises, the annual labor cost soaring has become the last straw to crush camels. Clothing industry experts said Honeys The suppliers are mainly Chinese and Korean enterprises, of which nearly 90% of the garments are produced in China, and the development period is about 30-45 days. By contrast, the development cycle of fast fashion brand ZARA dropped to 2 weeks from the first 3 weeks, while H&M and other brands stayed within 3 weeks.

The increase in labor costs also has a huge impact on Honeys and other brands. In the 2008-2015 years, the minimum wage standard of Guangdong (Guangzhou) increased from 860 yuan / month to 1895 yuan / month, and the increase was 1.2 times. The minimum wage standard of two cities such as Dongguan and Foshan also increased from 770 yuan / month to 1510 yuan / month. A number of factory executives said that over the past 2008-2015 years, the number of workers has doubled, and that many brands such as Honeys will turn to factories. Southeast Asia State transfer.

At the beginning of Honeys 2014, it was announced that the group decided to build second plants in the MIP industrial zone of Burma subsidiary, and is scheduled to start production in April 2014. According to the briefing, second factories mainly produce Jacket Shirts and blouses are also sold to Japan and China. The estimated investment is about 600 million yen, covering an area of about 3 hectares, with a workforce of about 2000 people.

In the second tier cities in mainland China, the market share of Japanese brands, such as Honeys, has long been eaten up by fast fashion brands such as ZARA, H&M and UNIQLO. In the three or four tier cities, the sinking of fast fashion brands and the sudden emergence of domestic brands have also made the development of brands such as Honeys tied up.

In recent two years, Japanese brands such as Moussy, which are more fashionable and expensive, have gradually settled into shopping centers in the first tier cities in China, but sales are not ideal. In December last year, Baroque Japan group, the parent company of Moussy and other brands, first announced its business data. In the first three quarters of last year, Baroque Japan sales increased by 102.7% to 49 billion 59 million yen compared with the same period last year, while operating profit and net profit dropped 87.3%, 83.6% to 3 billion 636 million yen, and 2 billion 221 million yen respectively. The group said profits declined due to backlog, listing costs and overseas expansion costs.

Insiders told the Beijing Commercial Daily reporter that Honeys and Yi Du Jin and other Japanese brands in Japan have a wider and more extensive display area and display, compared with the lack of advantages in brand location and display in China's shopping malls. Beijing Commercial Daily reporter learned that the average Japanese brands in Japanese shops are mostly over 200 square meters, but due to lack of popularity and reputation, these brands in the domestic shopping malls are only small shops in the island. The shop is small, but the clothing style is still high, leading to a full store layout and lack of design sense.

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