H&M 60 Tons Were Burned Down! Can You Bite The Cake?

In recent years, many foreign garments brand They are all stationed in our Chinese market. The more famous ones are Zara, H&M, UNIQLO and so on. These are very typical brands, and many brands have been attacked by consumers in our country for a time, but they are constantly pouring into the Chinese market, bringing many choices to the Chinese people, but also making the competition of the entire clothing market more brutal.

In recent years, because of the huge potential of China's market development, attracting many foreign enterprises to enter China, the clothing industry has also become a lot of overseas fast. fashion One of the brands is because Clothing design New and widely loved by consumers, it also has a certain impact on domestic clothing brands.

It seems that many famous brands in our country have begun to fall after the foreign investment in China. Metersbonwe has already shut down more than 800 stores in our country one year, and the clothing brand has also begun to decline gradually. Even the negative news of the home of the Hai Lan has been spread out continuously. By the end of last year, the stock of the home of the sea LAN has been hundreds of billions of yuan, because of the squeeze of the stock, his sales are also declining, and even closed some stores at home.

In fact, not only did the domestic clothing brands fail to operate well, but many foreign enterprises also encountered some bottlenecks. In the past year, the operation of the whole market was particularly bleak. Many clothing brands had withdrawn from the Chinese market because of poor sales. For example, the Topshop should officially announce its withdrawal in the year of the year, because the sales and profits in our country have dropped dramatically.

In fact, the emergence of so many evacuation incidents is not what we can change. After all, the decline of the whole market has been affected by many factors. On the one hand, many new brands in our country have begun to rise. Many traditional domestic brands and foreign brands have been affected, and on the other hand, they have been impacted by the domestic electricity supplier industry. The whole market has been closed shop, and H&M, like Hai Lan's home, is facing inventory pressure. The brand is still facing the exit from the Chinese market while facing the backlog of inventory.

But in stark contrast to him, UNIQLO, one of the three giants of fast fashion brand, has made a lot of money in our country, but finally wants to evacuate the factory. But strangely enough, his sales volume has not been affected, and its new listing has been favored by consumers and even mad.

The other is ZARA, which has been developing well in our country, but H&M has been very laborious. His performance has been in a doldrums. What has he experienced since he entered the Chinese market? What makes him so different from the other two brands?

In fact, as a fast fashion brand, at the very beginning, the main business is Women's wear And then bought another one. Men's wear brand And the price ratio is very high, which can meet the needs of many girls. So when it first entered the Chinese market, it had already seized a large share of the market, and then expanded to the two or three tier cities. However, while expanding rapidly, it was facing the pressure of high inventory.

Compared with the other two fast fashion giants, actually he was a leader at the beginning, but in the last two years, the development trend has become extremely difficult. In 2014, the Swedish fast fashion brand encountered the bottleneck of development, and the performance had a large loss. Usually, these enterprises would sell or discount at a discount, but H&M did not do so, but chose to burn it.

Since 2014, 60 tons of clothing have been incinerated. It is worth noting that the reason for the incineration is that they do not want to lower their brand image. However, such behavior is hard for many consumers to accept, and he is actually a microcosm of our entire domestic clothing market.

It has to be said that the glorious era of the garment industry has passed. These foreign brands have been withdrawn from the Chinese market. Not only does this mean that only one industry, many foreign brands in the industry seem to be speeding up in recent years. H&M is also rapidly increasing its brand marketing efforts due to its sluggish sales volume and damaged brand image. It also invites many famous small meat to endorse its products, and promptly adjusts its own problems.

The new round of shuffling in our domestic market has already begun, and we will not know what will happen in the end. But in the face of more and more brands losing China, our market cake is not as good as before, so it will be the last king to stay in the fast changing market.