Can The Rapid Flow Of Fast Fashion Brands Still Keep The Hearts Of Chinese Consumers?

According to the world clothing shoes and hats net, Chaoyang Joy City, which combines food, drink, play, pleasure and purchase, has become a popular place for young people.

Brand H&M,

There are two layers of pavements here. The windows of the two shops are written with a large SALE, and there are lots of promotional labels hanging around the store. However, from the perspective of passenger flow, there are two "ice and fire days".

ZARA has a lot of traffic inside the store, and the discount price tag is dazzling.

Only 59 yuan, the price of a pair of pants is only 99 yuan, indeed, it has great attraction to customers.

Many customers are fitting, and the fitting room also starts queuing up.

In the 15 minutes of the reporter's observation, there were about 120 customers in the women's clothing area in the ZARA shop, 15 people bought, and the average number of purchases was two or more.

A friend of the reporter saw a hurricane jacket with an original price of 359 yuan. After a few discounts, it ended up with only 99 yuan.

Then, five or six pieces were directly swept away.

The H&M store on the other side of Yueheng city is very cold. The area of women's clothing on the first floor of H&M is about 1/3 smaller than that of ZARA, but the whole shop is only 25 people in 15 minutes. The checkout counter is even more crowded. Only 2 people pay the bill, the average price is 100 yuan.

Two young girls were chatting and chatting. "The price is so low, but they just can't take a fancy to it."

The blue bay H&M store, which was followed by reporters, is basically the same.

What is obviously contrasted with it is that the ZARA sister brand Stradivarius, which is separated by only one wall, has a lot of discounts, and the products are much younger than ZARA.

In fact, if we only look at the shopping experience, H&M will be better. The new product area and the discount area have made a clear distinction. The discount area is only a part of the new product.

ZARA and Stradivarius are basically mixed up with the discount area, which is also related to the flow of people. The products have been confused.

But in terms of products, ZARA, which has always been proud of its popularity with fashion trends, has left several H&M streets, regardless of its richness and fashion.

Nowadays, the intensity of discount makes the price of the two parties tend to be the same. Naturally, H&M is abandoned by more and more fast fashion fans.

In 2017, H&M shut down its store in Xidan's Joy City, which caused a great stir. After all, this is the first store that has entered China, and has opened its curtain on its rapid growth in China.

Last year, the H&M shop in the first floor of the Dragon dream in Zhongshan Park, Shanghai, was also evacuated.

H&M's earnings report may be more specific about its embarrassment in the face of declining sales.

In December 15, 2017, H&M group just announced its worst quarterly sales performance.

During the financial period, group sales fell 4% to 584.5 billion Swedish kronor (about US $6 billion 890 million), far below analysts' expectations.

Affected by this, H&M group shares fell 15% in the afternoon, the biggest decline in 8 years.

On the same day, H&M, which has been insisting on self built electricity supplier, has announced that it has settled in the third party platform Tmall. But can the latter's large flow still keep the hearts of Chinese consumers?

In fact, not only is H&M, but for the past two years, fast fashion brands are not having a good time.

Some of the foreign fashionable clothing brands such as Forver21, GAP, NEWLOOK and so on, which have entered the Chinese market vigorously, are not as good as they expected.

In the GAP store on the first floor of Chaoyang Joy City and outside the blue port, reporters feel that popularity is not very strong, consumers are visiting, but there are few purchases.

The few pactions are mainly focused on the rapid development of children's clothing in recent years in GAP.

In the NEW LOOK store on the two floor of Chaoyang Joy City, the shop area is not large, and no matter from display to shopping guide service, it is more like a young fashion brand. The product has not been greatly discounted. During the period of reporter observation, there are no customers trying and buying.

It is understood that last year Forever 21 closed at least 7 stores in Shanghai, Beijing, Hangzhou, Tianjin, Nanjing, Hongkong and other places.

Not only the fast fashion brands, such as Korea SPAO and Spain MANGO, are also not optimistic.

SPAO has nearly 100 stores in China, but there are only 31 left as of September 2017, and the number of shops in MANGO has plummeted from more than 200 to 50 in 2013.

"The original products of domestic fashion brands began to increase. They no longer imitate the fast fashion as they used to be, and the price is more reasonable. With the increasing selection of styles, especially after 90 or even 00, the pursuit of foreign brands is not as heavy as that of the previous generation. This has brought hidden danger to the fast growing fashion and the future growth of foreign capital.

Moreover, these fast fashion brands are much alike, and are caught in the homogenization competition.

This is also the inevitability of the development of the times. After ten years of bombardment of foreign brands, domestic consumers have grown up and matured, and are also picking on them.

They look forward to seeing different products every time they enter a store, rather than a long-term discount.

The discount strategy does have a temporary strong stimulation effect, but over time, consumers will get bored.

The fast fashion brands abroad are so good. Is the domestic fast fashion brand well?

To mention the fast fashion brand in China, which is the most popular UR in the past two years, the reporter has also paid special attention to UR's performance in this fast fashion brand research.

In the shops located in the blue harbor, the fast fashion attribute is very obvious, the shop area is large and concise, and there is ample shopping space.

Among them, discount products accounted for a large area, some of the discount products also made the size of the centralized classification, to facilitate customers to find their own products faster.

Among them, the most worth mentioning is that the product richness of UR shop is comparable to that of ZARA, but from the design point of view, the version is more suitable for Asians, and the details are closer to the aesthetic of Chinese people.

Ms. Wang, who is shopping in the shop, said that because she was a little petite, she used to like the design of ZARA, but she couldn't support it. Now she is a loyal fan of UR.

"New fast, good quality, often come to buy."

She said.

Passenger flow is also the best proof.

In the 15 minutes of the journalist's investigation, there were 80 customers in the UR shop women's clothing area, and 5 people paid the bill.

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In fact, in recent years, local fast fashion apparel brands have devoted themselves to upgrading their brand image and store experience, and their product design, price positioning and marketing strategies have "understood" Chinese demand, which has greatly reversed the "declining trend" of fast fashion apparel industry.

For example, A|K creates "lifestyle experience venues", through light, music, color and other elements, to create light luxury art atmosphere to meet consumers' "heavy experience" needs; West meets open up leisure area, enhance comfort and pleasure, so that consumers have sufficient time to experience and understand brands and products.

In 2015, the local fast fashion development speed lagged behind the international fast fashion.

In 2016, the two sides were evenly matched.

In 2017, local brands succeeded in "counterattack". The 11 fast fashion dress brands were 547 in mainland China, and the number of new stores accounted for 61% of the total.

Among them, MJstyle, A|K and West have been expanding in more than 50 years in the past two years, and the overall trend is upward.

In this way, the speed of international fast fashion shops is slowing down, the aura is gradually fading away, the local fast fashion continues to expand, and the market share is further "divided", and the development potential is strong.

2017-2018 the top five of the fast fashion brands with strong expansion are the domestic fast fashion brands except the first UNIQLO.

In addition, Me&City, the flagship fast fashion brand, has quietly changed.

In the blue bay store, although it is also divided into men's wear and women's wear area, white, grey, blue and other advanced neutral coloring, the simple cutting and design of the atmosphere is not the image of a fashionable fashion in the past. It seems to be a high-end fashion brand.

According to its shopping guide, this is the designer brand of Smith Barney.

Later, we found that the United States began to relocate and pform the Me&City since the end of 2016. In October last year, it opened a flagship store in Shanghai, equipped with men's and women's clothing that meets the needs of different scenes in modern life, and has a comfortable private suit area for the suit, and a rich experience of home life style.

Zhou Chengjian, chairman and founder of ME&CITY, said at the opening of his flagship store in Shanghai:

"I think today's Chinese consumers understand fashion better, love fashion and fashion better than yesterday," he said.

At the same time, it keeps the traditional concept of Chinese people, not only having the experience of life attitude, but also having quality and cost performance, so that a good brand product with Trinity can be truly recognized and liked by the vast number of consumers.

This is also a brand adjustment of the United States for the upgrading of consumption, and the "price war" is no longer feasible. "Wumi" is more important.

It can also be used to illustrate that the products that are particularly important at this stage are UNIQLO.

Reporters in Chaoyang Joy City store see, UNIQLO's traffic is still very large, queuing checkout people in an endless stream.

In fact, UNIQLO should not be regarded as a fast fashion brand. Its brand is still dominated by basic funds. Most of the styles that follow the trend are mostly reflected in the cooperation with the designer of the market in recent years.

But it is undeniable that UNIQLO's choice of products has become more and more abundant, and has made patterns in basic funds, such as increasing the color of each item, and dividing the number of codes more, and increasing the technology content.

In July 2017, UNIQLO launched the "intelligent buyer" in hundreds of stores nationwide, and built in sensing system to greet consumers in the range of 5 meters. It reminds consumers that one button goes directly to the virtual retail space: one screen brings together preferential information, new product recommendation, fashionable collocation and interesting interaction, giving customers an intelligent shopping experience.

During the Spring Festival, UNIQLO borrowed more than 500 stores across the country and opened 020 stores in the 365 day "shop order, the fastest 24 hours in the country's stores".

For fast fashion brands, to get the market and get the favor of the new generation of consumers, we need to reexamine these consumers' aesthetic needs and not to sacrifice the quality for the so-called "fast".

"We should improve the service quality of the shops in the second tier market, especially the education of clothing culture and consumer culture for business personnel.

Only in this way can we enhance the positive experience of consumers and provide more value-added services and brand effects.

Lu Shengzhen said so.

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