Fast Fashion Brand Crazy "Rejection" No Longer Get Up?

< p > summer in the solar terms is coming to an end. Many a href= "http://www.91se91.com/news/list.aspx Classid=101112102107" > clothing brand < /a > has been greatly promoted.

Reporters visited the market and found that this year's sales promotion of fast fashion brands represented by ZARA and MANGO is particularly strong. Discount to 3-5 discount is very common, and the duration is longer than in previous years.

At the same time, many online fashion promotions on the Internet Mall are also low-key, and some of the autumn and winter products at the bottom of the box are being taken out.

< /p >

Less than P, fast fashion brands are renowned for their strict supply chain management and "zero inventory", and have also become the learning objects of local fashion brands.

Now, many fast fashion brands, such a low discount and long time "dumping" action, can not help the industry worry. Has fast fashion started to store too much? /p

< p > 70 percent off below the line is very common. < /p >

< p > during the summer season, the popularity of fast fashion brands and the long duration of the fashion brands have made many people in Guangzhou feel that they have picked up a lot of money.

< /p >

< p > "Miss Lin" has swept 3 skirts for herself at the discount of H&M. "It is very cost-effective to buy it now! Some of the original clothes priced at 199 yuan and 299 yuan are basically half price.

Many of H&M's clothes are basic. Now it's not fashionable to buy them next year. "

< /p >

< p > reporter visited a number of fast fashion brand shops located in Tianhe business district of Guangzhou, and found that discount promotions are in full swing. Many stores have put the discount sign of "sale" in a clear position to attract consumers to shop.

< /p >

< p > there are two fast fashion brands on the first floor of Wan Ling Hui, namely ZARA and MANGO.

At ZARA, the reporter saw many single products marked the preferential price, designated < a href= "http://www.91se91.com/news/list.aspx? Classid=101112102107" > single product < /a > still have a discount of as low as 70 percent off.

It is reported that the discount promotion activities started in June 20th and lasted for about 1-2 months.

However, the main product of this discount is summer products. This year's autumn and winter new products are seldom discounted.

MANGO stores display a "discount up to 70 percent off" advertising window.

Sales staff told reporters that the sale of special area sale began in June 19th and plans to end in July 6th.

But when the reporters visited, the related promotional activities continued.

< /p >

< p > in Tai Wan (Swire store), the fast fashion brand UNIQLO is also on sale. "FINAL SALE" and "big sale" sign can be seen. Many single products are as low as 70 percent off, and there are 59 yuan / pieces and 79 yuan / pieces of summer products.

It is reported that the big sale started at the end of June.

< /p >

< p > reporter learned from the H&M in the good Plaza that since June 18th, the price reduction action has already started. Many single products have been warming up from 50 percent off at the beginning to 70 percent off now, and the shops are crowded with people rushing to rush.

< /p >

< p > in addition to offline promotion, many brands of online shopping centers are also launching promotions simultaneously.

On the ZARA online shopping mall, we can see the slogan "shopping for RMB 299 yuan to enjoy free distribution service and free return". Many single products also have special promotion.

The reporter saw that the original price of a flower print short casual suit is 599 yuan, now it is reduced to 199 yuan, and a sling printed dress is also reduced from 499 yuan to 169 yuan.

< /p >

< p > part of the old style low-key appearance discount field < /p >.

< p > for many low-priced promotions of fast fashion brands, many consumers expressed substantial benefits in an interview with reporters.

"I often go to UNIQLO and H&M, regardless of adults and children, all the clothes of a family can be bought, and all of them are mainly cotton.

For discounts, of course, it is hoped that the greater the strength the better, it can save a lot of money.

Mrs Liu said so.

< /p >

< p > however, there are also fast fashion brand loyalty powder found that many discount products are old, and fast fashion brands are also stocked.

For example, ZARA last year's autumn and winter single products also reproduce the store, a woman's autumn winter jacket last year, the price dropped from 699 yuan to 299 yuan, equivalent to about 60 percent off.

UNIQLO's casual pants, priced at $199, have been on sale since last year.

< /p >

< p > in the broken code area of the official website of ZARA, a autumn and winter dress with a decorative circular collar coat was also promoted and reduced from 899 yuan to 399 yuan.

< /p >

< p > for the big promotion, sales staff said that this year's intensity is indeed larger than in previous years, and the duration is longer. When it comes to the question of when sales will end, the sales staff continues to sell until the discount products are sold out.

Most of the salesmen declined to comment on whether the discount was due to too much inventory, but a salesperson gave a positive answer.

< /p >

< p > competition is fierce. Price war will continue to be < /p >.

< p > the discount frenzy for fast fashion brands has been analyzed by analysts, which is related to the crazy expansion of fast fashion in the Chinese market in recent years and the decline in same store sales.

< /p >

< p > China's shopping center presents a trend of great leap forward in the past two years. According to statistics, half of the global shopping centers in China are built up, while many shopping centers regard fast fashion brands as "standard" when attracting investment.

Reporters roughly statistics, in the Tianhe City core business circle within 2 km, there are at least 7 fast fashion brand layout.

< /p >

The store layout with such a dense and continuous increase has not brought about sustained growth for P.

According to data released by Cape group, the same store sales in June dropped by 2% year-on-year.

Previously released data showed that Gap's same store sales in February and March fell by 7% and 6% respectively.

< /p >

Ma Gang, an independent critic of the footwear industry, also told reporters that the fast fashion brands were really good at supply chain management and low inventories when they first entered the Chinese market. However, any successful market model will encounter a weak market and rational consumption, and bring about a series of problems, such as inventory and so on. P

< /p >

< p > he analyzed that Chinese consumers used to be a kind of blind worship of fast fashion brands. In many places, as soon as they opened a fast fashion brand store, consumers would think that its products were more fashionable and relatively new, and they would accept it.

However, as more and more fast fashion brands are stationed in China, stores are opening more and more, and consumers are becoming more and more rational.

On the other hand, there are more and more fast fashion brands entering the Chinese market, and more and more stores are opening up each brand.

At present, the clothing market in China is stagnant. The market of "a href=" http://www.91se91.com/news/list.aspx Classid=101112102107 "fast fashion /a" has reached the point of oversupply. It is difficult to maintain the high growth when entering the Chinese market.

It is easy to understand the same store sales decline and related low price promotion.

< /p >

< p > industry analysts also said that there are indications that the fast fashion mode with short promotion period, many styles and small quantity and zero inventory is also facing new resistance. The era of low inventory will end.

In order to seize market share and digest inventory, the fast fashion price war will continue.

< /p >