The Cause Of "Quick Drop" To Attract Fast Fashion Brands

< p > Suzhou Vanke beautiful Plaza, Japan's "a href=" http://www.91se91.com/news/index_cj.asp "home life" /a "chain Muji" store overcrowding, on the eve of new year's day, this Muji became the 100th branch of the company in China, opening sales promotion and holiday effect, make its business hot.

Kimi Masaki, President of the good planning company, said he hopes to expand to 1000 stores in China in the future.

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< p > it is noteworthy that in 2013, when the rent, labor cost and electricity supplier were impacted, the retailer entered the shop in 2013. Even the unprecedented merger of large enterprises such as TESCO and Univ appeared. But Muji, UNIQLO and so on, however, the market was expanding vigorously in China.

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"P", "First Financial Daily", was interviewed by many sources. After the decline of luxury consumption led to the decline of luxury goods sales, the "fast fashion" brand represented by Muji, H&M, UNIQLO, ZARA and so on replaced the luxury brand as the main store of the major shopping malls. In order to attract the main stores with high popularity and high turnover, the shopping malls even gave them very favorable conditions such as low rent, zero rent, and decoration fees.

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< p > < strong > shopping mall "reverse" to attract the main store < /strong > /p >

"P", "Muji" has landed in the Chinese market since 2005, and has developed to 100 stores, 397 only to the 397 stores in Japan, and has entered 33 cities in China. In the future, we hope to expand to 1000 stores.

Kimi Masaki said.

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P, also strong in 2013, has UNIQLO, its low-key flagship store in Shanghai.

And H&M, ZARA and so on are new expansion brands that will almost be settled as soon as new shopping malls are opened.

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< p > contrary to the rapid expansion of these brands, retailers such as Bu Lianhua, WAL-MART, Hao De, Ke and so on have shut down in 2013.

Why is it the same as a retailer? "/p".

< p > "2013 for most supermarkets, stores and" a href= "http://www.91se91.com/news/index_c.asp" department store "/a" industry is "severe winter", rent doubles up, labor (cost) has two digits per year, under the impact of the electricity supplier, in the three quarter of 2013, more than 10 companies listed in the Department of retail business earnings report, about 40% companies net profit fell year by year, closing the shop is normal.

Han Shanyue, director of Research Department of Shanghai business information center, pointed out.

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< p > but it is worth noting that in the meantime, there are many shopping centers in China.

RET Rui Yide statistics, only in Shanghai in 2013, there are more than 50 shopping center projects into the market, it is estimated that the number of shopping centers in Shanghai and even the whole country will increase significantly in 2014.

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< p > "this means that there is a lot of pressure on shopping malls.

The main attraction of shopping malls is to recruit the main stores first, and then recruit other affiliate formats. For the non main shops, the rent is high, of course. But for the main stores, the shopping mall will take the initiative to pay for the decoration, reduce the rent or even rent free.

Durbin, director of the Commercial Services Department of RET Ruida, which is a business outlet for many shopping centers, said.

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< p > "at present, Muji, H&M, UNIQLO, ZARA and so on have become the main stores in major shopping malls. The rental cost of these brands is very low, sometimes even near zero. For example, Muji is very NIMBY. It requires the shopping mall to give a layer of location. The area of the shop is 900~1000 square meters, left and right, the lease will take more than 15 years, otherwise it will not be stationed.

And shopping malls to attract MUJI products not only meet all their requirements, but also reduce the rent.

Today, with all kinds of high cost, the fast rising fashion brand is not expensive to open shop.

A person who has done investment consultation for Muji and others said frankly.

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< p style= "line-height: 17.25pt; margin: 0cm 0cm 0pt"; background: white; vertical-align: baseline ">" line-height: "," Microsoft ".

< p > not only rent reduction, but also the main store can get the decoration fees.

A Swiss cosmetics company internal staff told reporters that its brand as one of the main stores, each shop is the mall to invite, rent free, we must subsidize at least a few hundred million renovation fees, and even its advertising expenses will be borne by the mall.

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< p > according to incomplete statistics, the main shop area will usually be around 900~2000 square meters, and it can get hundreds of yuan to several thousand yuan of decoration subsidy per square meter. Every new shop opened, the main store can get millions of yuan or even tens of millions of Yuan decoration fees.

Under such a momentum, "fast fashion" brand can naturally expand at low cost and high speed.

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< p > < strong > "fast fashion" survival rule < /strong > /p >

< p > < strong > Why do these fast fashion brands become the object of efforts to "reverse" the store? < /strong > /p >

< p > "the main force of shopping arcade" a href= "http://www.91se91.com/news/index_h.asp" > brand < /a > is not a fast fashion, but a luxury. However, with the introduction of the "eight regulations", the luxury brand is under attack.

LVMH, GUCCI, Burberry group and so on are all slowing down in Hua Kuozhang.

The tightening effect of luxury brands will continue in 2014.

Therefore, Muji, H&M, UNIQLO and ZARA were replaced by the fast fashion brands instead of luxury brands.

Fast fashion brands are mostly characterized by "first-class design, second class materials and three price".

Durbin pointed out.

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< p > a person who works in the clothing brand reveals that ZARA is a fast fashion model. Its designer team is the core technology, and the new product is very fast, that is, "first class design". But its quality is not very high quality, that is, "second class material", but its price is relative price, that is, "three price".

This has attracted a large number of people who are fond of fashion and price sensitive, while the poor quality of materials means depreciation, and consumers will immediately buy new models to boost sales.

MUJI, which is highly valued without labels, values and no modification, can attract a group of young customers with a consuming power. It is also a representative of people who are popular and promote consumption.

UNIQLO is a typical example of such a high turnover.

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< p > "relatively, the quality of Muji and UNIQLO is good, and it has fast fashion characteristics. These characteristics enable fast fashion brands to attract a lot of popularity and high turnover, which is conducive to the popularity of shopping malls and the increase of sales volume in the low consumption market environment.

And compared to local brands, shopping malls are more interested in attracting foreign investment brands. This is also the reason for the rise of Muji, UNIQLO, ZARA and other foreign fast fashion brands.

At the same time, the so-called main stores, the area is generally larger, usually in the 900~2000 square meters, but also conducive to shopping for large areas of rental.

Therefore, shopping centres prefer to "reverse" and to attract these brands.

Durbin said.

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< p > it is quite interesting that many shopping center operators reflect that in the process of investment promotion, many brands aim at the main store to decide whether to enter the shopping mall.

For example, some clothing brands Association asked: "H&M, UNIQLO, ZARA have entered? If these brands enter, then we also come, without these brands, then we will not be stationed."

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< p > "because there is a clustering effect, just like before the restaurant business, catering brands follow KFC and McDonald's, and now many brands follow fast fashion brands like Muji, H&M, UNIQLO, ZARA, which also makes the shopping mall have to work hard to" catch up "to attract these fast fashion main stores.

Du Binru said.

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