Fashion Brands Must Explore New Markets And Seek Breakthroughs.

< p > < < a href= > http://sjfzxm.com/DESIGN/designer/index.asp > > brand > /a > grab market > /p >

< p > with leading brands to drive group sales and seize market share, this is what ZARA parent company Inditex group has done now. UNIQLO and H&M are doing what GAP wants to do.

Ye Qizheng, editor in chief of the network, believes that in the face of fierce competition, fast fashion needs to meet the needs of different consumers through multi brand strategy if it wants to seize more market share.

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< p > Inditex has introduced all its brands including ZARA, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Stradivarius, and China into the Chinese market.

Although ZARA is still the only 70% market share, but Pull and Bear, Stradivarius and other stores have entered the full speed shop.

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Similar to ZARA, H&M also opted to take more than a href= "http://www.91se91.com/news/index_s.asp" and "brand /a" strategy to boost P's continuous sales decline.

After launching the COS franchise last year, H&M's new brand, &other Stories, is also available.

In fact, as early as two years ago, H&M has introduced the sub brand Mokita, which is more suitable for young consumer groups, into the Chinese market.

From the perspective of H&M's multi brand strategy, H&M pays more attention to the development of high-end market while paying attention to market segmentation.

In addition, the fast selling group of UNIQLO parent company is also taking this road.

Liu Jing, CEO of fast marketing group, said in an interview with the media that the group is expanding its product line with UNIQLO as its core.

The expansion of the fast sale group will face more high-end brands.

Last year, XXX Group acquired a stake in JBrand Holdings 80.1%, the parent company of the high-end jeans brand JBrand, with 25 billion yen.

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Compared with < p >, the late a href= "http://www.91se91.com/news/index_cj.asp" > GAP group < /a > did not perform well in the Chinese market.

Although the GAP group wants to introduce its Banana Republic and Old Navy into the Chinese market, the GAP group has not released a specific timetable and has no actual operation.

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< p > improving single store benefit < /p >

< p > low price and fast speed are always the killer of fast fashion brands.

Compared with the general clothing enterprises, the fast fashion operation strategy is very particular.

Fast fashion brands can almost grasp all aspects of design, production and sales, shorten the supply chain, grasp market information in time, and establish relatively complete information collection system, logistics allocation system, inventory management system, and also have suppliers and manufacturers belonging exclusively to enterprises.

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Although P seems to be vigorous, but from the overall data level, fast fashion brands are also facing the problem of declining single store efficiency. The increase of stores is still the main way to improve brand efficiency.

Guo Zengli, director of China Federation of industry information, said that according to the development of China's retail industry, the stage of large-scale expansion of enterprises has passed and entered the era of intensive cultivation.

Over the years, fast fashion brands have been able to continue to take a broad hit in the economic downturn by relying on negligible shop opening costs.

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< p > as the property owner, Huarun, general manager of colourful City, Zhu Lin said that the current shopping center's preferential treatment for fast fashion brands is still very large, but it will not always "allow it to make a price".

"At present, fast fashion brands can satisfy consumers' needs well, so they are very popular with it.

But with the passage of time, if it can not keep pace with the changes in consumer demand, with the rise of domestic brands and the entry of new international brands, the fast fashion brand is likely to be eliminated by the market at the moment.

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< p > reporter has learned that many developers have made tempting conditions for fast fashion brands, and have successfully won their hearts.

According to statistics, by the end of 2012, the number of UNIQLO stores in China was 184, ZARA was 122, H&M was 120, Muji was 63, C&A was 47, GAP was 36, and WE, UR, M&S, FOREVER 21 were in 24 stores, 21, 13, and 21.

The total number of ten international fast fashion brands in China has reached 632, covering 66 cities in the mainland.

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< p > make up the short board of electricity supplier < /p >.

< p > although it is an absolute trump card in the shopping mall, the fast fashion brand's performance in e-commerce is uneven.

Among the five fast fashion brands of Forever 21, ZARA, H&M, GAP and UNIQLO, only 21 of Forever and Tmall store of UNIQLO were recognized by some people in the business sector.

ZARA, a huge Chinese electricity supplier, is also being sped up by netizens.

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P, Forever 21 executive officer of Tmall shop, said that many fast fashion brands have done well in the official website abroad, but that does not mean that it can conquer the Chinese market.

"The abundance of goods is not reflected on the front page of many fast fashion websites. There are too many products under a single category, giving people no desire and feeling of" wandering ".

Chinese consumers need more targeted recommendations and collocations.

The brand is more suitable for entering the mall rather than alone, and it is also one of the characteristics of China's online shopping market.

The executive said that Chinese consumers pay more attention to the reputation of brands and products.

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< p > in the course of the interview, many consumers believe that under the circumstance of no price advantage, the design style of fast fashion shop is too simple, lacking the detailed introduction of products and the evaluation contents of consumers.

Insiders believe that e-commerce customers and shopping centres overlap, but there are also some differences, if we can win consumers in the e-commerce platform, which is undoubtedly a major positive for the fast growing fashion brand.

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