Low Line Attack, Fight In OLE Fast Fashion Not Spell "Speed" Spell "Strategy"

According to incomplete statistics of win business network, including 8 fast fashion brands including H&M, ZARA, UNIQLO, MJstyle, Muji, UR, C&A and GAP, there were 54 new stores in the mainland in the three quarter (excluding upgrading and re opening stores), a decrease of about 36% compared with the same period last year.

In the first three quarters of this year, a total of 138 new stores were added, which also decreased significantly over the past two years. The fast fashion brand stayed in the peak period of the mainland horse racing enclosure in 2017, and then contracted its expansion pace.

Nowadays, the fast fashion pattern in China has undergone tremendous changes. The three big international fast fashion giants, UNIQLO, are still moving forward, covering 160 cities in China gate shop; ZARA is still "slow", and the new store is growing in a single digit; H&M expansion seems to be somewhat inadequate. GAP, Muji, UR and other store strategy gradually changed.

One

Fast fashion group deceleration, UNIQLO "riding a dust bowl"

According to sub brands, the third quarter of UNIQLO opened 22 new stores. It is the only brand in this season that has exceeded two digits.

The remaining brand new stores are all in single digits. The domestic brand UR and the old brand GAP of the United States rank second in 8 new stores. Muji, H&M and MJstyle follow closely, opening 6, 4 and 3 stores respectively; the long silence of C&A added 2 in the three quarter, and only 1 NEW ZARA stores.

In the first three quarters of this year, the largest number of new stores were UNIQLO, a total of 50, and far away from second UR 20 families. From the three quarter of 2017-2019 years ago, the number of 7 new fast fashion brands in the mainland declined.

The international fast fashion giant UNIQLO and ZARA are relatively stable. The former maintains more than 50, while the latter has not yet exceeded 10.

H&M left behind. In the first three quarters of this year, there were only 10 new stores.

The two major domestic brands, UR and MJstyle, are shrinking and expanding.

GAP became the only exception, expanding from 2 new stores in the first three quarters of 2017 to 19 in 2019, surpassing Muji, H&M and so on, jumping third. As of the end of September, GAP Greater China has broken through 200 stores.

　 Two

The rise of low rise cities, Wanda Plaza as "fragrant pastry"

From the regional perspective, the fast fashion new stores in the three quarter are still mainly located in the East China region, with a total of 16, accounting for nearly 30%, mainly in Jiangsu, Zhejiang and Shandong. Among them, UNIQLO 6, H&M 3, GAP, Muji and UR each have 2.

Secondly, there are 10 new stores in the southwest region, mainly located in Kunming and Chongqing, which benefit from the new shopping centers such as Aegean Sea shopping park, Dianchi Town, outlets, Chongqing Raffles square, Leshan Shihao Plaza and so on, and introduce brands such as UNIQLO, UR, C&A, GAP and so on.

There are 8 new stores in Southern China District, 7 in Guangdong, 5 in Shenzhen, 7 in Central China, 5 in North China and 5 in the northeast, and 3 in the northwest.

From the perspective of the city, this season is still dominated by a second tier city as the main development area. However, four cities and cities below have suddenly risen, and the trend of subsidence is obvious.

There are 10 cities in the first tier cities, accounting for 18.5%. Among them, 5 of Shenzhen is one of the most new stores, including UNIQLO, UR, and Longhua's nine party shopping center and Shenzhen printing center's Muji. There are 3 and 2 in Beijing and Shanghai respectively. Guangzhou has no fast fashion in this season.

Second tier cities 27, accounting for 50%. There are 5 in Kunming, ranking first with Shenzhen, UNIQLO, UR, MUJI and GAP; Harbin and Chongqing each have 3; Chongqing attracts UR, C&A and GAP, all of which are located in Raffles square; Ji'nan, Nanchang, Ningbo and Xi'an are 2.

It is worth mentioning that the three quarter of fast fashion brands accelerated expansion in the low tier cities. There are 5, 7 and 5 new stores in three, four and four cities respectively, which are distributed in 16 cities such as Hengyang, Zhenjiang, Huaian, Anqing and Qingyuan. Wanda Plaza has attracted 8 fast fashion stores.

Among them, UNIQLO, H&M and MJstyle have a more obvious subsidence trend. In the cities below four and four lines, 7 of the 22 new stores in UNIQLO are located at the same time. At the same time, they are working closely with Wanda Plaza, and are also stationed in Guilin and Leshan for the first time. MJstyle has 3 new stores in Xingtai, Puyang and Yichang this season. There are 2 H&M, respectively, in Hengyang Wanda Plaza and Huaian Mao Ye world.

Fast fashion shops accelerate subsidence and the new shopping centers in low line cities are related to the increment of the new shopping centers. The fast fashion location is located in the city shopping center. According to incomplete statistics of win business network, there were 125 shopping centers in the three quarter, 42% of which were located in three or four and below cities.

　 Three

Shop slowly, the store strategy has changed.

In fact, the slow pace of opening stores reflects the adjustment and change of the overall store strategy of fast fashion brands.

Some are reflected in site selection. For example, GAP is not as good as the fashionable shopping center in the past. Instead, it is closely following Les, some of whom are aiming at the world. For example, UR has already opened fifth global flagship stores, while others are selling local characteristics in stores, such as MUJI Yunnan's first large flagship store, introducing the first flower, fruit and vegetable market.

Location of OLE, GAP Greater China stores break 200

In September 17th, GAP opened the first outlets in Xi'an, making the number of stores in the Greater China region exceed 200 for the first time, reaching a new high.

It is worth noting that the orlies project has become the main location strategy for GAP to accelerate its expansion. Of the 8 new stores in the three quarter, 6 were located in outlets, and mainly were sand boats, pioneered and Shanshan brands.

At present, GAP has covered 40 cities in China, including Shanghai, Beijing, Shenzhen, Guangzhou, Hongkong, Taipei, Chengdu, Hangzhou, Nanjing, Xi'an, Xi'an, Xi'an, and other large and medium-sized cities, and has begun to enter three or four line cities, such as, ",", "and".

UR overweight overseas, opening fifth flagship stores worldwide

In August, UR entered the "best airport in the world" - Singapore Airport, Singapore. Singapore Airport flagship store is the fifth overseas store of UR and fifth flagship stores in the world after its first overseas market in 2016.

Next, UR will also enter the fashion capital of the United States, France and Japan.

MUJI imports the first flower, fruit and vegetable market in China

In September 27th, fifth Muji China and the first flagship store in Yunnan opened in Kunming Shuncheng shopping center, introducing the first feature of China's MUJI flower and fruit market, the first restaurant of Kunming Muji, Caf &Meal MUJI and Drink Corner (tea drinking), and Yunnan Southern humanities products.

ZARA Lian Guan core business circle two stores

In September, ZARA was blown off by two Beijing stores, the Beijing Raffles central store and the new Dongan store in Wangfujing. The reason for closing the store was unknown. The following were lululemon, DIESEL and LANCOME.

According to win win big data, two shops located in the Dongzhimen business district and the Wangfujing business district are municipal business circles. The consumption index of the business district is 10 points, and the fashion index, passenger flow index and traffic convenience index are all higher. The proportion of people aged 19-34 is over 60%. Generally speaking, fast fashion will not abandon this core area.

Last year, Inditex group, the parent company of ZARA, proposed to streamline the entity store network. Too large a store, resulting in excessive rent and manpower costs, to a certain extent, is a burden. In the first half of July 31st, Inditex Group sales increased 7% to 12 billion 820 million euros, gross margin was 56.8%, which was basically the same as the same period last year. Gross profit increased by 7% to 7 billion 300 million euros compared with the same period last year. Net profit rose 10% to 1 billion 550 million euro, which was not as good as analysts expected.

H&M stores introduce other clothing brands

According to foreign media reports, H&M group announced that it will sell other clothing brands in H&M brand stores to attract new consumers. Previously, the group's &Other Stories and Arket have tried to sell other external brand products in the store.