How Can Fast Fashion Brands Catch The Heart Of Chinese Consumption?

When I was at school,

,

Bought many times, the price is cheap, the upper body is also good.

Now we prefer some niche brands and some designer brands.

Xiao Lin, who lives in Qingdao, works in a new media company.

before

The brand occupies half of her wardrobe, and now some of the good quality niche brands are good for her.

Closing shop tide

The international fast fashion brand has been doing well in China.

In those years, UNIQLO, ZARA and H&M came into China one after another. In this big market, they attacked cities and towns to drive sales growth with rapid expansion of stores.

In those years, Chinese consumers also bought it.

In the fast fashion stores, the endless stream of people shows the brilliance of these brands.

However, the ultra fast fashion began to emerge. Domestic brands such as Taiping bird and MJstyle began to rise. Supreme, OFF-WHITE and other tide brands began to enter the vision of young people.

According to the world clothing and shoe net, in December 10th, NEW LOOK released official news of micro-blog's closing shop in China, which means that NEW LOOK will withdraw from the Chinese market.

As a fast fashion brand, NEW LOOK was established in the UK in 1969. It is positioned like a lot of fast fashion brands in the young fashion line.

After entering the Chinese market in 2014, he put forward the slogan of "opening 500 stores in three years".

In fact, the fast fashion brand began to "shut shop tide" in 2017.

In February 2017, ZARA closed the biggest flagship store in China. C&A also closed the first flagship store in Chunxi Road, Chengdu.

In December last year, Forever21 closed its only store in Tianjin and Hangzhou.

"By the impact of the electricity supplier, physical retail is losing momentum, and fast fashion brands have to make some adjustments."

Guo Yan, a professor at Beijing Institute Of Fashion Technology business school, said.

Therefore, Guan Dian has become the choice of all kinds of fast fashion brands, behind which is a sharp decline in performance growth.

New Look group's 2017-2018 annual report fell sharply, operating income of 1 billion 348 million pounds, down 7.4% compared with the same period last year, the basic operating profit loss amounted to 74 million 300 thousand pounds; the ZARA parent company INDITEX group's first half sales increased 3% year on year, the rate of growth slowed sharply compared with 11.5% in the same period last fiscal year; H&M group's profit before tax ended 20% months to 20% 4 billion 12 million Krona in the three months ended August 31st.

Price reduction promotion

Brands are pouring into each other and competing fiercely. In order to compete for market share, fast fashion brands can only reduce prices and promote sales.

As CEO Ryui Masa, a fast retailing group of UNIQLO parent company, has said before, consumers do not agree that new products are equal to high prices. The environment of fashion retailing is now very difficult. It is a mistake for companies to raise prices in this environment.

After all, fast fashion brands have to face the same kind of competition and face the impact of domestic products.

Now, many Chinese brands have already got rid of the ugly and ugly image.

Hot air, MJstyle, Taiping bird and so on a group of Chinese local fast fashion brand's rise, the price and these "foreign fast fashion" one higher, the style will also be more consistent with Chinese people's dressing habit.

The international fast fashion brand enters the early days of China, and the group of consumers who are trained by the fast fashion brand has begun to enter the society. With stable income, they are more inclined to buy better quality clothing.

Xiao Lin's friend Zhang Lin is an example.

A few days ago, she bought an Erdos cashmere sweater and a pair of Dr. Martens boots. While in University, she often stroll ZARA, Only and other brands.

According to CBNData's report, with the escalation of consumption, young consumers in China after 1990 and 00 have become less interested in international fast fashion brands such as ZARA and H&M.

Hip- Hop culture is also affecting young people's choice of clothing.

In recent years, many young people are keen on street culture, like Supreme, OFF-WHITE, CLOT and other tidal products. Tide brand sales are ushers in a big outbreak, which has hit the fast fashion market.

Ali data show that over the past three years, the tide brand market continues to heat up. In 2017, the volume of online Chao brand merchandise increased by more than 60% over the same period, and the consumption volume grew by 260% over the same period.

Self rescue

Fierce competition in the market and continuous decline in performance, in such a situation, how fast fashion brands to break away from the focus.

Some fast fashion brands launch joint names to attract customers.

Such as November UNIQLO UNIQLO and Chinese American designer Wang Daren (Alexander Wang) launched underwear series; H&M and Italy fashion brand Moschino pet clothing introduced.

Both of them are joint owners. Taking H&M as an example, since 2004, H&M has launched a joint venture with Karl Lagerfeld, Comme des Garcons, Lanvin, Kenzo and other luxury brands, and has led the rush buying rush.

However, as far as the sale is concerned, the joint series of H&M did not cause panic buying as before, and consumers began to be picky about the joint names.

Hand in hand with big business is another way to "save" ourselves.

We have been busy building H&M for self operated electricity providers. At the end of last year, we began to cooperate with Tmall to open the online business platform.

After all, its old rival, UNIQLO, earned a lot of money by working with the electronic business platform.

In 2018, double eleven, UNIQLO won the sales champion of women's clothing in 35 seconds.

In order to save sales, many fast fashion brands also launched their own sideline.

For example, ZARA launched ZARA HOME, which mainly sells household goods and interior decoration. Forever21 set up independent beauty and lifestyle shop Riley Rose, specializing in selling beauty, home and accessories products.

Can these efforts give a quick boost to the performance of fast fashion brands? We can only wait and see.

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