Market: Fast Fashion Forever 21 Quit China, Another Fast Fashion Can Not Go Down.

Since April 29th, the US fast fashion brand Forever 21 China official website, Tmall and Jingdong flagship store have suspended operation, the membership points are cleared, and merchandise returns are processed before May 30th.

Forever 21 China official website customer service staff told the Beijing News reporter that the reason why Forever 21 temporarily closed was due to the adjustment of the international business operation strategy. At present, the official website of China only deals with the return business.

In fact, referring to the way that fast fashion brands withdraw from the Chinese market before, you will find that "international business strategy adjustment" is just a decent statement of leaving.

For example, in August and November last year, TOPSHOP announced the early termination of cooperation with the Chinese franchise partner Shang pin network, and announced the closure of Tmall flagship store.

The reason why TOPSHOP closes Tmall flagship store is exactly the same as that of Forever 21, all of which are "adjustment of international business operation strategy".

With the development of international and domestic integration and the upgrading of consumption, a large number of inexpensive but more fashionable tide cards appear on the market to cater for the demand of individualized and unique young consumers nowadays.

At the same time, the derivative brands of luxury brands appeared, and the luxury brands also emerged and began to seize the market.

"Tide brand, light luxury brand and popular culture bring IP creative elements docking, so that young consumers have more choices. Apart from H&M, ZARA and GAP, there are more and more competitors who share the market with Forever 21".

It is understood that Forever 21 entered China in 2008 in Changshu, Jiangsu, but soon withdrew from the Chinese market. So far, there is still a voice in the industry that Forever 21 had "wrong location".

It was not until 2011 that Forever 21 entered the Chinese market again. At that time, Forever 21 began operating China's official website and Tmall flagship store, selling products in e-commerce.

For Forever 21 and a fast fashion brand in the Chinese market, some experts suggest that foreign fast fashion brands should be more localized in China.

However, some people in the industry believe that localization is more difficult in practical operation.

On the one hand, the Chinese clothing market has changed greatly. The competition in the clothing market of the second tier cities has been very intense.

In addition to the rising tide of local brands, some clothing companies with capital strength and operational experience are also active in layout, eager to compete with fast fashion brands for the market.

Today, domestic brands such as Taiping bird and MJstyle have begun to rise. Supreme, OFF-WHITE and other tide brands have begun to enter the vision of young people, and the competitiveness of fast fashion brands has gradually declined.

On the other hand, with the continuous escalation of consumption, more and more young consumers begin to pursue healthy and environmental quality consumption, and tend to buy good quality and long time use products.

Influenced by this idea, young consumers are reducing the frequency of buying fast fashion clothes.

Compared with styles, consumers nowadays seem to value the values conveyed by the products themselves.