Overseas Fast Fashion Brands Are Slowing Down, And Domestic Brands Are Emerging.

Some domestic brand adaptation strategies have successfully attracted consumers' attention and gradually gained a foothold in China.

UNIQLO plans to increase the total number of European stores to 100 by 2020, which is 2 times the current number.

In addition to increasing the number of stores in Russia and France, it will also enter Spain, Italy and other countries.

UNIQLO previously planned to increase 100 stores in Huaxin in 2017, and the total global sales increased by 70% before August 2021, reaching about 36 billion 500 million US dollars.

Europe and China as the core of the overseas market, UNIQLO, Europe.

When is "new love"?

Overseas fast selling brands are slowing down in China.

The speed of China and even Asia as a whole

The growth rate of the market is slowing down, and it is not easy for the fashion brand giants to make a good living.

In March 2017, Zara parent company Inditex announced its 2016 financial year briefing, with gross margin of 13 billion 279 million euros and gross profit margin at a 8 year low of 57%.

Also announced the decline in sales of its rival H&M, the company announced in March 2017 the first time in 4 years, the monthly sales decline.

Prior to this, H&M in the second quarter of 2016 ushered in its first total sales decline in China in 10 years.

In addition to the large number of stores in the North American market, the fast fashion brand GAP has also significantly reduced its number of stores in Japan: in April 2017, GAP and its other two brands, Banana Republic and Old Navy, closed to 75 stores in Japan.

Some overseas brands choose to withdraw from the Chinese market directly. Before 2014, the Chinese online website, the British online retailer ASOS of Taobao shop, set up the Chinese website and stopped the operation of Chinese offices in April 2016.

Competition among brands is fierce, store rents are rising, and overall market conditions are sluggish. Overseas fast fashion brands have slowed down in the Asian market.

At the same time, some domestic brand adaptation strategies have successfully attracted consumers' attention and gradually gained a foothold in China.

Take the local brand Urban Revivo (hereinafter referred to as UR) as an example, since 2006, the brand has opened more than 150 stores in 60 cities across the country.

When the brand came into being, it was once mistaken for the new product line of Inditex due to the high similarity of store display, product style and Zara.

In recent years, the number of UR stores in the second tier cities has expanded rapidly, and brand awareness has gradually increased.

Local brands go to the international market and meet overseas brands.

Stable quality and high cost performance have become the main competitive advantages of UR and other local brands.

In January 2017, UR was set up in Singapore's first overseas store. In an interview with Singapore's Straits Times, the brand said it would take Singapore as a springboard and gradually open markets in Malaysia, Thailand and Indonesia.

The brand also plans to open a new flagship store in London in the second half of 2017. As of 2020, UR will open at least 10 stores in Singapore, with the number of stores worldwide reaching 400.

In addition to UR, the Chinese brand that appears in Singapore shopping center is Hotwind, which has more than 900 stores in China.

Wang Huanzhong, vice president of hot wind brand, said in an interview with the Singapore media straits times that although the partners had reminded him not to reveal his brand Chinese in Singapore shopping center, Singapore consumers "lack confidence in the quality of Chinese brands".

"But the fact that hot air is Chinese brand can not be avoided."

Finally, in the local 313 shopping center brand, the Chinese and English side-by-side display is still used.

Wang Huanzhong said, "hot air does not do too much advertising in the domestic market. The spread of our brand awareness is mainly based on consumer reputation.

We have the same confidence in the Singapore market. "

Another key to improving consumer sentiment and loyalty is price.

Take the daily life brand name MINISO, for example, the flagship "Japanese design" and most of the products are made in China, and 1400 stores have been expanded at home and abroad within two years.

Zhou Yue (alias), who works in the media industry in Hongkong, said that there were "many stores" and "business is good" in Hongkong.

Take a silver round cosmetic mirror with a price of 10 yuan in the mainland store as an example. The price of the store in Hongkong is 15 yuan, and the same type of goods may be sold to 20 to 25 Hong Kong dollars in the local specialized store of Hongkong.

Although the price difference is not big, but the same quality and appearance, lower prices are more susceptible to smart consumers.

There are more than 50 stores in Hongkong.

Chinese brands are gradually coming out of the country, and global consumers' stereotypes of "made in China" are gradually changing.

But the short board of some local brands is still obvious.

At the beginning of the establishment of famous brand products, the quality of products was only higher than that of the general "ten yuan shop", and the similarity between product design and multiple brands made it much criticized.

Whether it can be long established in Hongkong, Indonesia, Thailand and other markets, and expand from Southeast Asia to Asia and even the global market, is yet to be tested.

UR compared with Zara, H&M and other brands, although the overall quality can be more stable, but its designer system and operation cycle and fast fashion giant Inditex and Hennes&Mauritz are still lacking.

Some Singaporean consumers said in a media interview that the reason why they spent 15 new coins (about 74 yuan) in buying a pair of sunglasses in hot air was because the brand attributes of such commodities were not strong, and people's desire for buying a brand of sunglasses was not strong.

"Now many things are made in China, so as long as the goods do not look so cheap, I think they can."

Blind pursuit of the West with the past

Compared with Chinese consumers, the consumers' state is more rational and demands for quality are improving gradually. They are more friendly and tolerant to some new-born brands with high cost performance and good quality.

In addition, the dissemination of information on social platforms and e-commerce platforms has made people more aware of products and trends, and the learning and decision-making between local brands and consumers are interacting with each other.