International Fast Fashion Nuggets Business Is Uncertain

Recently, Marsha group confirmed to reporters that the implementation of its strategic plan in the Chinese market confirmed that the company plans to close five stores in the Shanghai area (Shanghai Wanda shop, Changzhou Wanda shop, Changzhou wyue Plaza store, Wuxi Wanda shop, Jiangyin Wanda shop) by August 2015, and complete the renovation of the Shanghai Shanghai Nanjing West Road flagship store in autumn this year, which is planned to be completed by the end of August 2015.

According to the new Greater China investment strategy of Martha's Department, the resource structure of Shanghai headquarters will be re evaluated to ensure that the store structure is consistent with the company's strategic development plan.

While working hard to explore the channel of e-commerce, the company is also looking for potential partners to focus on long-term development with a view to jointly promoting China's business growth.

The move has been interpreted by the outside world as an omen for many times when Marsha is willing to sell Greater China business.

"In 2013, China has jumped to the second largest apparel market in the world. Fast fashion is becoming the absolute main force of clothing sales in the second tier market.

The bigger the cake does not mean that the business of all participants will become more prosperous. The concept of design and development has been far away from China's Marsha general merchandise dilemma, which is a typical example.

Clothing industry veteran told reporters.

The shrinking strategy in the mainland market exposes the risks of fast fashion in China.

In 2008, in Shanghai, Marsha general store, the first shop in mainland China, was tested in six years and opened 15 stores in the mainland.

However, the situation of young customers like ZARA and H&M has not been staged in Martha's department store. From design to business philosophy, the idea of "London's headquarters" still leads to the fact that Chinese sales "acclimatized" has always been entangled with this company.

In April last year, for the first time, the Ministry of Commerce announced that China's store adjustment plan, Marsha general store, further refined the direction of future adjustment in this investment strategy.

"Insisting on entering the key cities such as Beijing and Guangzhou from 2015 to 2016, and continuing the dual strategy of" combining offline and online, combining virtual and real ", using e-commerce to enhance brand awareness and expand business to all parts of the country.

Marsha general store revealed.

It is reported that in January 2013, the first flagship store in Tmall mall opened up the first official flagship store, and the official flagship store of Marsha Tmall rose 200% in the fourth quarter of last year. This prompted it to launch a brand-new MATHA Tmall children's wear flagship store on Tmall in January 2015, and expand the e-commerce channel in the clothing field to Jingdong.

This seems to have become a big consensus of fast fashion development. In recent years, UNIQLO and self built shop have made the most of the "double eleven" promotion.

It is the forerunner, such as ZARA and La Natsu Bell, and other well-known clothing enterprises at home and abroad, which have grown rapidly in the past few years as a force that can not be ignored in the field of clothing business.

For the business boom,

Pan Ning, senior executive vice president of the world, has revealed that online sales now account for 6% of the overall sales of UNIQLO China, and hope that online sales will account for 20%-30% of total sales in the future.

"It is not the unique strategy of Martha's department to launch a broader low-level market, but how to quickly catch up with it after several years of layout has remained one of the challenges that the company needs to solve."

The senior people said frankly.