Who Is The Courage To Rush To Fast Fashion?

According to the world clothing shoes and hats net, 2017, including

,

,

(UNIQLO), MJstyle, MUJI (Muji), NEW LOOK, UR, C&A, Forever 21, GAP, including the ten fast fashion brands in mainland China opened 473 new stores (excluding upgrading to re open stores).

Compared with the 415 in 2016, 58 new stores were added in 2017, up nearly 14%.

Top three: MJstyle takes the lead, UNIQLO re surpasses H&M

Of the ten fast fashion brands, four new stores opened up in 2017 compared with 2016, MJstyle, UNIQLO, New Look, UR, and the other six new outlets were all reduced.

The top three are still MJstyle, UNIQLO and H&M.

The rise of domestic fast fashion brands further broke the market. MJstyle entered the "outbreak" period. It opened 185 stores a year, 79 more than 106 in 2016, leaving other brands far behind.

It is worth mentioning that, of the 185 new stores in MJstyle, more than 80 are franchised stores, and affiliate channels are becoming an important means for the brand to quickly occupy the fast fashion market.

There are 77 new stores in UNIQLO, which have won the second runner up position beyond H&M.

H&M opened 62 new businesses, and opened 77 new stores in 2016.

Beyond three armour,

Then the New Look opened 53 new businesses, which was faster than in 2016.

Another new fast fashion brand UR, 44, is expanding steadily.

34 MUJI products, from fourth in 2016 to sixth, are due to the fact that they have more stores to upgrade their reopening business than in the current statistics.

ZARA maintained 11 new turtles, 6 fewer than in the previous year.

In 2017, the number of new stores expanded to Forever21, Gap and C&A. The number of new stores opened 4, 2 and 1 respectively. Compared with 2016, the number of new stores decreased sharply, especially in 2016.

2017 is also a special year for the three brands. Forever21 is in a closed shop. Rumors that Gap and C&A are in the same brand adjustment and upgrading are carefully planning for the re emergence of the mainland market.

Nearly 60% new stores, settled in 2017, the new shopping center

According to preliminary estimates, the number of fast fashion stores opened in 2017 is nearly 60%.

Last year, there were 504 large-scale commercial projects nationwide, with an overall volume of about about 46000000 square meters. The number of business opened nearly 4 years ago.

Such a huge volume of new business has also provided huge space for fast fashion development. Shopping centers have always been the preferred destinations for fast fashion siting. For shopping centers, fast fashion is also an essential form of project planning.

There are many benchmarking projects in the newly opened shopping center, such as the famous product line of the Cade group, the Raffles square in Changning, Shanghai and the Raffles square in Shenzhen in 2017, and the Suzhou central shopping mall jointly developed by Cade and Suzhou Hengtai Holding Group Co., Ltd., and Longhu's "Tian Jie series" Longhu Shanghai Baoshan Tian Jie, Suzhou Suzhou Tian Jie, Wanda Commercial Plaza Wanda Plaza has introduced many fast fashion new stores.

Regional distribution: East China is still the most favored North China counterattack.

East China has always been a favorite area of fast fashion. Although the market has been relatively saturated, fast fashion brands still can not stop the pace of expansion.

In 2017, there were 157 new fast fashion stores in East China, accounting for over 33% of the total number of stores. There was no significant change compared with 2016.

Among them, MJstyle, New Look, UNIQLO's three to 40% stores, Muji, Forever21 half of the store layout in the East China region, Gap, C&A, a total of 3 stores are in the region.

Followed by 100 in North China, 79 in Southern China and 57 in Central China, the three major regions in 2016 were similar areas with fast fashion brands, and Southern China had more advantages.

In 2017, the "counterattack" in North China was mainly due to the attractiveness of Beijing, Tianjin's two first tier cities, municipalities and Hebei, and was favored by MJstyle, UNIQLO and other brands.

Southwest, northwest and Northeast China are the same, opening 29, 28, and 23, showing a steady trend compared with the previous year, and only a few in the southwest.

The two areas of northwest and Northeast China have always been the blank areas of fast fashion brands. In 2017, fast fashion brands steadily pushed forward in the layout of the market, and there is still much room for expansion in the future.

Provinces and cities distribution: first tier cities, new lines gradually saturated, channels sink into a trend

The number of new outlets distributed in the province is at least from the top ten: Guangdong, Jiangsu, Hebei, Zhejiang, Hunan, Shaanxi, Shandong, Shanxi, Henan and Hubei.

The number of new stores distributed in cities is at least from the top ten: Shanghai, Shenzhen, Beijing, Tianjin, Xi'an, Suzhou, Hangzhou, Wuhan, Guangzhou and Harbin.

The 10 big cities listed in the list are first tier cities, municipalities directly under the central government, new first tier cities and provincial capital cities.

First tier cities: 84, about 18%.

Among them, Shanghai has a total of 31, 24 in Shenzhen, 18 in Beijing and 11 in Guangzhou.

In 2016, there were 90 new fast fashion stores in the first tier cities, and a slight decrease of 6 in 2017.

As the market saturation of the first tier cities and the economically developed cities in the East is getting higher and higher, the pace of expansion of the fast fashion in the future may slowly shrink.

New first tier cities: 115, about 24%.

Most of the new first tier cities are provincial capitals. According to statistics, there are 128 new fast fashion stores in the provincial capital cities in 2017, accounting for about 27% (excluding first tier cities and municipalities directly under the central government).

Among them, Xi'an, Hangzhou, Wuhan, Harbin, Changsha, Taiyuan and other cities have more stores, which can be seen that the fast fashion market in the eastern region has gradually saturated, and the central and western regions still have a large gap. Fast fashion is also stepping up the market.

(Note: according to the latest 160 brand business data in the latest year, the user behavior data of 17 Internet Co and the big city data of the data organization, the first financial and new front-line City Research Institute replaces the cities in China's 338 prefecture level cities. The 15 "new front-line cities" are Chengdu, Hangzhou, Wuhan, Chongqing, Nanjing, Tianjin, Suzhou, Xi'an, Changsha, Shenyang, Shenyang, Shenyang, convergence, and trade.

In addition, excluding the first tier and new tier cities in 2017, there were 274 new stores, accounting for about 58%.

The fast fashion brand channel will sink more and more obvious, this will also become the inevitable trend of market development.

On the whole, the pace of expansion of international fast fashion brands in the mainland has slowed down, and the sense of existence and competitiveness in consumers' mind have also been gradually reduced. The rapid rise of local fast fashion brands has led to intensified competition.

Coupled with the emergence of fashion business, another big international brand Topshop will also join the mainland enclosure war. The fast fashion industry is not optimistic.

Looking back in 2017, fast fashion brands are still shrouded in the shadow of "closing shop tides", while their performance is also slowing down. However, they have not stopped looking for new growth points, and new businesses and brands are emerging one after another. New experiences and new retail sales have also become a key word.

Business continuity and performance slowdown

In 2017, the shadow of "closing shop tides" is still spreading in the fast fashion industry.

In December, Forever21 was told by netizens that its first store in Beijing's APM had been withdrawn from the store. Previously, the only store of Forever21 Tianjin and Hangzhou had been closed in October and November. The 6 Tier flagship store in Hongkong Tongluowan JINGWAH center was closed due to the lease.

H&M abandoned the goal of adding 10% to 15% new stores in China every year, and in July, Xidan's Joy City store ushered in the fate of the store.

In February, ZARA closed its largest flagship store in Chengdu's llson shopping center in Chengdu for the first time, and Inditex group, the parent company, recently announced plans to pack the 16 shops for $500 million.

In addition, C&A also closed the country's first flagship store in Chunxi Road, Chengdu.

{page_break}

The slow down of performance is accompanied by the tide of business.

In the nine months ending October, ZARA parent company Inditex group's net profit rose 6%, up 11.5% from the first half of the fiscal year, and the gross profit margin further dropped to 57.4%.

H&M's initial performance in the fourth quarter showed that sales fell by 4% to $6 billion 950 million, far below the company's expectations. As of the end of November, in the 2017 fiscal year, H&M Group recorded a 3% increase in sales.

From this we can see that the profitability of fast fashion brands has been much worse than before and even hit.

Actively developing new businesses and new brands

In 2017, fast fashion brands actively tried new fields, including beauty, home, restaurants, hotels, etc., and were also developing new brands aimed at young consumers.

In September, the first flagship store of H&M group's new brand Arket was officially opened in London, England. In December, it announced that another brand new brand /Nyden would be launched in 2018, with a focus on designing limited money and not taking the fast fashion line.

At present, H&M group has 7 brands, aiming at the Millennium generation more clearly.

In May, ZARA's home brand ZARA HOME opened Asia's largest flagship store in Shanghai, and is also the thirty-fifth store in the Chinese market.

It is reported that ZARA HOME, founded in 2003, is the fastest growing brand.

In June, Muji's "MUJI Diner" opened in Shanghai, and MUJI launched the coffee, the simple meal and the bread. It was named "MUJI Caf &Meal". Another new format MUJI Hotel was also officially unveiled in Beijing and Shenzhen in spring 2018.

Another example is Forever21. In September, it opened a Riley Rose, which is independent of the sales of clothing stores. The store has reached 10 by the end of 2017.

Forever 21 said that if the market responded positively, it would open another 10 by March 2018.

Fast fashion cross-border sales lifestyle, and actively cultivate new brands and other measures, is expected to become a new growth point of performance.

Force line, new retail, new experience

In December 15th, H&M announced its strategic cooperation with Alibaba. Its core brand H&M and H&M Home will enter Tmall this year. This is also the first official online channel of H&M group in China except the official website.

Besides, the two sides will also explore the possibility of more new retail cooperation. Apart from H&M's famous cross-border cooperation fund, the future stores and Tmall will fully open up or will be on the agenda.

It is reported that Inditex group sells 16 stores in order to obtain more liquidity to expand the Spanish online sales business. In China, it has built its own e-commerce business and settled in Tmall.

2017 double eleven, UNIQLO for the first time in the new retail test, the more than 500 stores nationwide first support Tmall orders, store self mention.

On the day of double eleven, UNIQLO Tmall flagship store occupied the first place in women's clothing sales, and sales in just one minute broke one hundred million.

In 2017, Xun group announced that the 3000 stores in the world, including UNIQLO and GU, will use the RFID tag and put the "intelligent buyer" LED terminal in 100 stores nationwide to enhance the shopping experience.

Last year, Gap opened the largest flagship store in Greater China in Nanjing West Road, Shanghai, where Gap can create a sense of experience everywhere, including mobile phone filling stations and children's amusement parks.

In terms of digitalization, flagship stores have electronic Touchscreens and LED model fitting screens for consumers to get inspiration and look for specific products.

Gap has also opened the first independent children's clothing store in mainland China, and will set up a children's playground.

Fast fashion can widen the channel of low cost electricity providers, which will help to further occupy the market. At the same time, to a certain extent, it may reduce the inventory problem that is squeezed by the decline in the performance of entities.

At the same time, fast fashion stores are also showing black technology and new retail, which will bring different experiences to consumers.

More interesting reports, please pay attention to the world clothing shoes and hats net.