Why Is The H&M In Changsha Coming Off Quietly?

On the evening of December 5th, a large number of publicity poster for "H&M is about to open" has been removed from the wall of Changsha Huachang International Plaza for several months.

According to the world clothing shoes and hats net, in the evening of December 5th, the Changsha lantern Road near the Lantern Festival was originally opened.

When the Huachang International Plaza store had not yet officially met with the public, it quietly withdrew, and several decoration workers on the scene were working hard.

In the past two years, although many people

The brand has become a frequent visitor to the quality check list, but it is newly opened in Changsha.

These brands are still "selling points" and occupy the golden position of "one inch of land".

The withdrawal is the first time in Changsha.

One side is the embarrassment of slowing sales and repeated blacklist. One is the rapid development in recent years. What is the future of fast fashion brand?

No withdrawal on business

Fast fashion brands face development embarrassment

In the gold position on the first floor of the first floor of Huachang International Plaza opened in early September, the big publicity poster of "H&M is about to open" suddenly pulled out after it was posted for several months.

In December 5th, on the first floor of the shopping mall, the large H&M posters of the original red lettering were missing. Instead, the new posters of "Zhejiang Zhongtian Decoration Co., Ltd." were written.

You can see through the large floor glass that the interior is being renovated.

A construction worker told reporters that the Bank of Zhejiang Merchants is being renovated.

On the same day, the reporter called the Huachang International Plaza marketing center, a staff member made it clear that "H&M has not yet been opened and has already decided to withdraw. Currently, the newly introduced merchants are Zhejiang Merchants Bank."

When the reporter once again called the general service desk of Huachang International Plaza, the staff said vaguely, "H&M will not be opened."

As early as the beginning of this year, the reporter has confirmed at the H&M product publicity office that the store was indeed included in the 2017 store opening plan.

However, why in the case of "opening soon", the reporter did not receive a definite answer from the staff.

It seems that fast fashion brands are constantly adjusting the pace of development.

According to the sales performance of several well-known fast fashion clothing brands, although the number of stores has been increasing rapidly in recent years, sales have not kept pace.

H&M group reported that as of May 31st, the gross profit margin of the brand was 57.1%, down 0.5% from the same period last year.

UNIQLO's third quarter sales increased by 8.9% compared with the same period last year, but net profit fell 4.5%.

In addition to the expected profit, the brand global flagship store, which had seen the scenery, was also faced with the embarrassment of shutting down the business.

According to foreign media reports, in October 15th, the first flagship store of Forever 21, the fast fashion brand in Japan, was officially closed in Harajuku, Tokyo.

Meanwhile, H&M stores in Xidan, Beijing, have been emptied recently.

Fast fashion is not always good.

Last Friday, the AQSIQ announced that up to 21 batches of 51 batches of products which were not allowed to enter the country in October due to unqualified products were infants, boys and clothing products of the Spanish fast fashion brand Zara. The reasons for the unqualified examination were unqualified pH value, unqualified color fastness to perspiration and unqualified tensile strength of small parts.

This is not the first time that fast fashion brands have boarded the "black list" in 2017.

As early as July this year, the AQSIQ announced in its official website that in May 2017, the imported brands of industrial products were unqualified information, H&M, ZARA, TOPSHOP and other fast fashion brands were named, while GAP, ZARA, TOPSHOP, UNIQLO and other brands were also destroyed or returned due to improper color fastness.

"Feel the general quality, style update is not as fast as before."

Miss Lu, a 25 year old citizen of Changsha, is a fashion designer.

She said that the style of fashion brands in recent two years was always the same. "The T-shirt bought was broken after a summer."

Still being pursued by shopping malls as a guest of honor.

An interesting phenomenon is that although fast fashion brands have repeatedly tested the blacklist, Changsha has been a "guest" in the newly opened stores in the past two years.

In December 5th, at the CFC Fuxing shopping mall, which just opened in late October, the logo of UNIQLO and H&M brand was placed in a very eye-catching position.

According to reporters, the two brand counters are expected to open after the Spring Festival in 2018.

Since Zara first entered Changsha in 2011, fast fashion brands such as H&M, UNIQLO, C&A and so on have been competing for the market, and the number of stores has increased rapidly.

Take UNIQLO as an example. Since its entry into Yuet Fang ID Mall in April 2012, it has opened 9 stores in Changsha in 5 years.

Reporters noted that "fast fashion" has also become a new shopping center in Changsha in recent years, "must mention keywords."

And in the stores that enter, these brands also firmly occupy the gold position in the mall.

A businessman who has been engaged in shopping center brand investment for many years told reporters that fast fashion clothing brands have high requirements for businessmen who want to introduce them, including detailed requirements for planning location, area, floor and so on. Besides, they also require high decoration subsidies, "all conditions need to be satisfied, otherwise they will not enter."

From the above conditions, it is easy to see that when choosing to enter stores, the conditions for fast fashion brands are very harsh.

Viewpoint

Fast fashion also needs to keep pace with the times.

On the one hand, the quality of products has repeatedly hit the black list, and the other is the rapid expansion in the past two or three years. Under such a contradictory "one body and two sides", how will the fast fashion brand develop in the future?

Changsha Hisense Plaza merchants responsible person believes that the fast fashion brand gold ten years have passed, and now its attractiveness for shopping centers is gradually declining. "On the one hand, young people have opened up a new aesthetic fashion to pursue personality trends. On the other hand, fast brand is abandoned by shopping centers because of the high demand for decoration subsidies."

The official said that this year, after the Internet variety show "hot hip hop" in China, the tide brand with street culture as the main element will explode.

In a random interview, the reporter found that the fashionable brand of fashionable design and avant-garde fashion is becoming more and more popular among the 95 young consumers. Some of the brand names created by celebrities and the net red brand, which are mainly promoted by net red people, are also producing amazing sales report cards.

"It doesn't matter if you don't want to wear street clothes."

95 after the consumer Wen Wen said that although fast fashion brands are cheap, but now design is increasingly unable to "keep up with fashion requirements", she does not want to wear such a brand, "passerby a".

In addition, according to relevant industry media reports, in the past, the fast fashion brand, which once claimed that the new speed is monthly or even once every two weeks, is also slowing down in the current style update.

This may mean that they will lose the most important core competitiveness.

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Reporter's notes

When fashion is no longer fast, is it far away from elimination?

At the beginning of the rapid expansion of fast fashion brands, the new speed and discount speed subverted the market concept of traditional clothing brands.

It is precisely this practice that quickly attracted a large number of loyal consumers, thus becoming the "meat and potatoes" when shopping malls inviting business.

It has been ten years since H&M opened its first store in the mainland in 2007.

Over the past ten years, the "fast growing" fashion brands have begun to face enormous pressure from stores.

Consumers are also beginning to find that their styles are no longer new, and the pace of renewal seems to be "too weak".

When the quality is checked again and again, when fashion is no longer fast, it may not be too long before the supply exceeds demand.

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