Clothing Industry "Shuffle" Fast Fashion Burn Or Sell?

In recent years, many foreign garments brand Slowly began to enter the Chinese market.

For example, the popular ZARA, H&M, UNIQLO and so on are typical examples. A couple of days ago, UNIQLO came out with a new joint dress and was also attacked by domestic people.

can We can see that foreign brands are still very popular in China. But with the entry of these brands, although it brings many choices to the Chinese people, it brings more brutal competition to the whole market.

The clothing brands of the popular clothing brands such as Metersbonwe, Semir, Hai Lan home and YISHION now seem to have lost a lot. And once the domestic market is about to "heaven" Hai Lan's home is also negative news constantly. With the rise of the "national goods tide" and the continuous development of the electricity supplier, the performance of these old brands has begun to decline, and even a lot of foreign brands have started closing up frequently.

Not only is the domestic clothing brand business not good enough to do, but those foreign brands are also complaining. The clothing market in 2018 was very dismal. Many clothing brands ended up working with China because of poor sales performance.

For example, from England. fashion Brand Topshop, because last year suffered a sharp decline in turnover and profits, the brand finally announced that it would terminate its cooperation with China's franchise partners. Of course, such brands are not even one. NEW LOOK, also a clothing brand from Britain, has announced that it will withdraw from the Chinese market and will soon close all its stores in China.

This year, this "oppressive" market competition has officially announced the closure of all the Chinese online stores by the fast fashion brand FOREVER 21, and the stores under its line have begun to clear up and sell.

Speaking of which, we must have a big mouth. The decline of these clothing brands is caused by changes in the market environment and so on. The "withdrawal incident" is not something we can change. However, as a huge profit made in China, UNIQLO announced to move out of the Chinese market was not affected at all, and its new style was also attacked and had to be ridiculed.

UNIQLO, H&M and zarz are known as the three giants of fast fashion brands. Their development in China has always been among the best. But in recent years, H&M is obviously more laborious than the development of the other two, and its performance is also in a state of depression. With the continuous expansion of the number of stores, H&M is showing the same pace. trend 。

H&M is a fast fashion brand from Sweden, founded in 1947, earlier than ZARA and UNIQLO. At the very beginning, the main business was Women's wear And then bought one. Men's wear brand 。 H&M spanformation has become cost-effective Popular Clothing, it has been a great success, and has won a number of consumers. In 2007, H&M entered the Chinese market.

In the hottest days, H&M can store huge dragons outside its stores. Soon, H&M began to expand from the first tier cities to the two or three tier cities, becoming a big choice for many young people to pursue fashion.

In 2014, H&M ushered in the "bottleneck" of the business. With the rise of many domestic brands and the entry of many foreign brands, the electricity supplier is developing rapidly. Overburdened H&M began to appear in a state of declining performance and frequent losses. In the face of the huge inventory in the warehouse, H&M chose to burn it off without discount and donation.

The explanation of H&M is that it does not want to lose its brand image by discount sale. According to statistics, H&M burned 60 tons of clothing in 5 years. However, because of this behavior of H&M, many consumers are dissatisfied with the contrary, but their brand image is affected.

In order to restore their sluggish performance and damaged brand image, H&M has begun to increase its marketing efforts, such as inviting popular small meat to endorse, and also timely adjust its own problems.

More and more brands "lose China", the Chinese market has become a piece of cake hard to chew. Each industry began to "shuffle" mode, leaving the final will be the real king.