Ur, A Domestic Brand, Opened 39 Stores In The Whole Year Last Year

Fast fashion is still losing blood in a large area, but ur is growing against the trend.
　　 According to yingshang.com, the domestic brand ur opened 39 stores in the whole year last year, second only to UNIQLO.
Recently, the brand also held a fashion show in its Guangzhou Guangsheng flagship store, which is located in Tianhe District, with an area of 4600 square meters, and has launched a series of cooperation with private policy, the brand's flagship store in Guangzhou. In store design, ur usually adopts different design to achieve the difference of store style.
　　 Compared with fast fashion fast, ur is actually more "slow". Its founder, Li Mingguang, has always stressed that ur is "fast luxury fashion", and its price setting will be slightly higher than that of regular fast fashion brands such as UNIQLO and H & M. As a local brand, ur was not very impressive at first, but it broke through the sales mark of 5 billion in 2019, and achieved a one-day performance of more than 100 million on the double 11 of that year. This is a step closer to Li Mingguang's Qiji's sales performance of ur 10 billion.
In addition to tapping into the local market, ur is also trying overseas. In Asia, ur opened stores in Singapore and Thailand, and moved to London in 2017. At present, ur is still mainly located in the first and second tier cities, and most of the stores are concentrated in East and South China.

Ur, which is used to fighting on its own, is also developing sub line brands. Its ur ACC and ur collection have opened independent stores. Ur ACC focuses on high quality accessories, while ur collection is more artistic in style.
In addition to product innovation, ur has also begun to accelerate digitization Creating a three-dimensional online and offline shopping experience "is a major goal of ur digitization, and its founder expressed this idea in an interview with first finance.
One of its small stores in the Shanghai Expo yuan shopping center is labeled ur smart store. The store is fully integrated with big data and VR technology. As long as customers pick up a dress, the display screen will display the material and size information of the product, and the fitting room also has the function of virtual dressing by looking at the mirror.
However, for fast fashion brands like ur, "fashion degree" is still the most important. Facing ur is a group of Chinese consumers whose consumption preferences are changing, ur must accurately grasp Chinese consumers' perception of fashion.
In terms of "trend", ur is to stabilize the internal buyer team, whose buyer is an important team in the team; The second is to grasp the supply chain, ur's goal is to establish a flexible supply chain with high speed. In the past, ur relied on the supply chain advantages of Guangzhou and Dongguan, so as to be able to ship in large quantities quickly. But now, ur's goal is to respond more quickly to consumer demand and minimize inventory. In order to quickly produce products that consumers like, so as to be able to quickly new and more to the taste of consumers.
For ur, building a global brand and creating a higher quality fast fashion are in line with the development of the trend. In fact, the demand for fast fashion has always existed. The former fast fashion brands are dying. On the one hand, they can't catch up with the changing consumer preferences. On the other hand, the digital transformation is too slow. For the "fast" requirement, consumers have found a large number of emerging e-commerce brands such as sheen and fashion nova, while Chinese consumers have made up for their demand for "fast" from Taobao.
However, after the outbreak, consumers also have more pursuit of "high quality". The high-end brand cos of H & M group has entered the top ten of double 11. According to thredUP, more than half of the young people surveyed decided to buy high-quality clothing.
Ur, sheen and other brands have been upgraded versions of fast fashion earlier. According to the data of Unicorn, ur was involved in the major financing projects of fast fashion brands last year. Ur began to surpass the original fast fashion standards in terms of supply chain, market and store design.
Another opportunity is that the acceptance of domestic brands by young Chinese consumers is rising. Take the top 10 women's wear live broadcast list for example, 80% of which are domestic brands.
For ur, there are good opportunities, but the most important thing is to be prepared.