Fast Fashion Brand EGO Seize The Two Or Three Line Market

According to the world clothing shoes and hats net, since 2006

Since the brand entered China, it has given the original domestic single and quiet.

The retail market has brought new vitality, and has opened up shop expansion in the first tier cities in China.

However, after more than 10 years of well type development, the current fast fashion.

The market is in the throes of a new round of industrial structure.

In the increasingly saturated retail market of large cities, many fast fashion brands have been adjusted from the original expansion mode to the "shrinkage" step, and began to place their market share on the two or three tier cities.

In recent years, with the rising rent of department stores in the first tier cities, the increasing consumption power of the two or three tier urban residents and the rise of their fashion demand, many mainstream fast fashion brands are moving from the previous domestic and second tier cities to the two or three line.

The high rent and labor cost of the first tier cities such as the north, Guangzhou and Shenzhen have set up a higher threshold to shut out many small but potential brands. The two or three tier cities have ample retail property supply, and the more favorable rental terms offered by the owners have laid the foundation for the steady and rapid development of the brand.

China has a large number of two or three line cities with large population base.

With the accelerated pace of urbanization in China, China's consumer economy has also been developing by leaps and bounds, and the purchasing power of residents is also rising. The potential of a huge consumer market (two or three tier cities) will be stimulated and the physical stores will revive.

The apparel industry will also enter an upgraded version of the "Wan shop era".

According to statistics from win Shang network, in 2016, there were ten new fast fashion brands including H&M, ZARA, Uniqlo, MUJI, GAP and so on, and 415 new stores in mainland China, and 210 of them were in two or three line cities, accounting for about 50%.

At the same time, with the constant upgrading and reconstruction of consumer demand, the famous brand effect that everyone worshipped in the past has gradually lost its hegemony.

The rising middle class in China will not buy it because of "expensive" or "famous", but because it really likes and needs or even understands it. Compared with the brand LOGO, it is more concerned about the quality, design, security and customization of the product itself. Of course, this is undoubtedly the best window period for the new brand that has not really entered the market yet has its own characteristics.

At this opportunity, the international fast fashion brand EGO officially entered the Chinese market at the end of 2016. In just half a year, it quickly developed from zero to a fast fashion fashion brand with over 50 stores.

Unlike some of the fast fashion brands on the market, EGO did not sink from the first tier cities to the two or three tier cities, but from the early days of operation, the two or three tier cities such as Shanxi and Henan have been locked as the first market to achieve rapid "volume" of franchising in the market.

In order to truly penetrate the market, in addition to the way of opening stores, we need to have all-round strength and superiority in products, services and operations.

EGO brand uses resources to complement each other, and integrates hundreds of supply chains in the upper reaches of the world. It quickly catches the international trend, scale production, directly from factories to shops, full chain control and cost reduction, and creates fashionable fashion products with strong sense of design, quality, detail, quality and low price.

In order to deal with the stock market of traditional brand franchisees and solve the problem of franchisee's inventory concerns, EGO brand breaks the traditional distribution inventory and introduces the fully managed direct operation mode. The company takes the one-stop operation service of goods, sends senior managers to manage shops professionally, implements zero inventory purchase mode, implements optimal customization through big data management, pays attention to user experience, smart matching style preferences, and improves store entry rate, purchase rate and joint rate.

In the second half of this year, EGO will further speed up the layout of the brand in the two or three tier cities, carry out intensive distribution, effectively enhance brand image, enrich shopping experience and optimize shopping environment, so as to enhance the core competitiveness of the brand.

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