The Same Is The International Market: The British Brand Is Fading Away.

The British high street brand has lost its way to the Chinese market, and Chinese brands have rushed out of the country and into the international arena.

It is two different results to develop the international market.

With the revival of the clothing market, China's consumer market has become a cake that fast fashion brands and luxury brands can't ignore. Brands are taking the lead in the layout of the Chinese market.

But in addition to the luxury brands who have stepped up the Chinese market, some of the fast fashion brands are losing the Chinese market.

In November 1st, the British high street brand Topshop announced that "Tmall stores will close in the near future as a result of the adjustment of the international business strategy."

This is the blockbuster announced by Topshop again after the cancellation of Shang pin net in August. The ambitious determination to open up the Chinese market has become a dead baby.

Compared with other fast fashion, 2014

To enter the Chinese market is not to set up an entity mode, but first rely on the channel of e-commerce, open flagship store in Tmall, Shang pin network as the main body of operation.

It has been revealed that Topshop will open its first flagship store in Shanghai in September 2018.

Affected by the global retail market, Topshop's performance has been seriously impacted. In fiscal year 2017, group sales fell 5.3% to 1 billion 900 million pounds, while profits plunged 42% to 124 million pounds.

This led to Topshop's inability to open up the Chinese market. Many plans failed to be implemented in two years, and the final chance to get out of the market was not yet achieved.

Coincidentally, in mid October, the British fast fashion brand New Look announced that sales and profits had not been improved since the Chinese market was lower than expected. At the end of this year, the 120 stores in the Chinese market will be closed, and the offices of the brand in Shanghai will be closed in January 2019 and the market will be withdrawn from the Chinese market.

New Look, which entered China in 2014, has been watching the development of heavy market in China.

According to the data, New Look currently has about 600 shops in the UK, more than 300 overseas stores, and more than 120 stores in the Chinese market. China is undoubtedly the largest overseas market for New Look.

Affected by factors such as reduced market traffic and electricity supplier shocks, 2016 British retail businesses have entered the cold winter stage, and New Look is also doomed to fail.

According to data, New Look brand sales in the UK dropped 6.8% in 2017, and the total profit before tax was 16 million 600 thousand pounds, down 147.6% compared with the same period last year. In the 2018 fiscal year, New Look continued operating business losses as high as 74 million 300 thousand pounds.

In addition, New Look's parent company Wiese broke out a lending scandal at the end of 2017, which made her own deeply troubled New Look suffer.

The fast fashion brand, once famous for its scenery, has been cut off from selling rumors, losing profits and resulting in layoffs. The New Look has been plunged into a huge whirlpool by the boss's loan scandal. Its share in the Chinese market has been eroded a little, and has finally fallen to the end of the Chinese market.

Although the Chinese market is a big cake of the fashion industry, brands are scrambled for this delicious cake, but it is necessary to adopt a suitable way to win a bigger share.

In particular, the millennial generation is becoming the backbone of the consumer market, and the consumption concept and demand have also changed. Moreover, Chinese consumers' brand awareness has been gradually strengthened, and foreign countries are not necessarily the best.

International brands have not found strategies suited to China's domestic market in developing the market. They are hard to attract consumers' attention and can only end in a fiasco.

Compared with the disastrous ending of the British high street brand, the development of China's local brands in the international market is unusually smooth.

Brands such as UR, Semir, hot wind and Hai Lan have opened stores in overseas markets and achieved good sales.

In October 30th, the fast fashion brand Hotwind hot air Singapore new store opened. This is the third store of hot air in Singapore. Its store area is 7800 square feet. It is the largest store in Singapore.

Hotwind hot air entered the Singapore market in 2016. The first store opened for business on the day of $25000, with more than 700 odd pactions, bringing a good start for the brand in Singapore.

After two years of precipitation, Hotwind hot air third stores opened sixth generation of new image shops. Product display, fashion style, product category are sensitive to seize the fashion trend of consumers, and are favored by consumers.

As domestic fast

MJstyle, a pioneer explorer, constantly explores the new needs of consumers, and then goes abroad to accelerate the expansion of the market.

In June 28th, MJstyle, Japan's first store, opened in Chiba, Japan. Its shop covers clothing, shoes and hats and accessories. Besides, it also includes household appliances such as porcelain, lamps, stylistics and other furniture. It also carries out adjustments to meet the needs of the Japanese market.

The Japanese market is the first stop for MJstyle to step out of the global business empire, to integrate the needs of the Japanese market and consumers, to provide consumers with all the needs of daily life in a faster and parity form.

Products.

In the future, MJstyle will also enter the market of Philippines, Japan, Malaysia and Singapore to improve the market competitiveness of domestic fashion brands.

In November 3rd, the first European flagship store, URBAN REVIVO (UR), opened in London and officially announced its entry into the European market.

UR London store design concept integrates Chinese and western traditional materials such as purple sand, metal horn art device, removable metal structure dressing mirror and other Chinese and Western elements. The store area is more than 2000 square meters, creating a fashionable and luxurious brand experience.

In 2016, UR opened its first overseas market store in Singapore, officially opened.

The pace.

As a global fashion retailing center, UR set up shop here to facilitate the rapid spread of UR's brand image and enhance its global reputation.

New Look, Topshop, Martha department store and other British brands have been developing the Chinese market with high interest, but finally they have closed down e-commerce channels and physical shops.

Xu is not a good time for brands to enter China, or they fail to find the right operation strategies that are suitable for China.

Compared with local brands in the international market, focusing on product strength, store image, experience and service, and internationalized operation has become a key factor for the brand to break the international retail market.

In the condition of the domestic market demand saturation, many brands no longer satisfy the development of the local market, and gradually pfer the target overseas. Whether the United States, Japan, Britain and other international brands are stationed in China, or the Chinese local brands go abroad, are now gaining a better growth point in the international market.

But if we want to adjust the brand operation strategy in the international market, we can get high development.