Fast Fashion ZARA And So On "Shopping" Two Or Three Line City Chen Li Shi Became A Hot Commodity.

The top executives of retail industry expressed his nostalgia for the "golden ten years" of China's retail industry on different occasions.

He said, "in the past ten years, China's retail industry is too easy to make money, almost everywhere to be dug".

With the smooth development of China's economic situation and the rapid rise of e-commerce, China's retail industry "lie in the era of making money" will be gone forever. The development of fast fashion brands in China is also not smooth enough: Mango, a fast fashion retailer in Spain, is also in trouble. The net profit growth in the 2013 fiscal year has slowed sharply, increasing from 78.74% last year to 9%.

Similar to A&F, ZARA, GAP, H&M, C&A, Muji and UNIQLO.

First tier cities have been beachhead, and fast selling brands have become saturated in China's first tier cities.

Only one place in Shanghai Xujiahui business district concentrated all the stores of all the brands mentioned above.

According to media reports, the worry of "fast fashion saturation" in the industry experts is gradually becoming a reality.

With the increasing saturation of the first tier cities, the two or three tier cities, which are strong in consumption and market to be developed, have become a new battleground for fast selling brands.

Data statistics, in 2014, H&M parent group Hennes &Mauritz AB will open 80-90 new stores in China, the number of new stores is the largest in its global market.

Inditex SA, the world's largest clothing retailer in Spain (Zara parent company), will also maintain more than 50 stores in Huaxin this year.

Zhou Min, designer of the fashion show in Japan, who is working in UNIQLO, told us that UNIQLO currently maintains an annual growth of 1000 stores in China.

MUJI, a Japanese household life chain, has recently revealed its willingness to expand rapidly. Its senior executives expressed the hope that the number of stores in China could expand from 100 to 1000.

Such a number of stores will obviously not focus entirely on the first tier cities. The cultivation of the two or three tier cities has been put on the agenda of various groups.

Demand for two or three tier cities

From 2007 to 2014, H&M opened more than 200 stores in China in the past seven years.

UNIQLO has more than 260 stores, and they are more popular with young people than other brands in terms of product design, sales channels, supply chain cycle, style quantity and price positioning.

Because they pform clothing from durable goods to fast moving consumer goods, they are called the "fast fashion Legion" by the industry.

Magnus Olsson, brand manager of China, said that the new products on H&M are fast, cheap killer and keep up with the fashion trend. They are famous for "fast, ruthless and accurate". But what H&M wants to convey to consumers is a concept of "sustainable fashion (Conscious)". It is hoped that the designers will be satisfied with the design and can wear many seasons fashions to help them shape their personal style.

Through the booming development of fast selling brands in the two or three tier cities, the demand of these brands for Chen Li is also increasing.

As Magnus Olsson said, we need more professionals to grasp the style and collocation of our clothing so that we can better convey the concept of H&M to consumers.

Jane, a fashion show designer from Hubei, told us that there are many fast selling brands in Hubei. "Especially some new fast selling shops require posts such as shop manager, Chen Li Shi and so on."

Jane confidently told us that "after I come to Beijing to learn the display of clothing, I will be able to find a good job in my hometown."

In fact, there are many other teachers like Jane. They do not necessarily choose to go to Guangzhou and other cities.

"After all, the brand is the same, the training system and welfare benefits will not be too different," Chen Li, a H&M working in Sichuan, told us.

This is the two or three line city.

The demand for development believes that through professional skills training and in a favorable market environment, more and more teachers will get their own opportunities, and entering the international Brand Company is no longer a dream.