Transformation In Domestic Fast Fashion Learning

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< p > as a hot trend in the garment industry, the international fast fashion giants have been expanding in excess, and nearly 1000 stores have opened in China in 2013.

The fast apprenticeship apprenticeship in China is constantly moving towards ZARA, H&M and other fast fashion in business mode, and gradually descends to the three or four line market.

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< p > < strong > foreign giant beachhead < /strong > /p >

< p > according to the data of UNOTIL, in 2013, 12 famous international fast fashion brands including UNIQLO, ZARA, H&M (Europe's largest a target= "_blank" href= "//www.sjfzxm.com/" > dress "/a" and "retailers"), and the number of stores in China reached 998.

Recently, the H&M financial statements show that in 2013, the number of new outlets in the Chinese market reached 62, and once again the pace of opening up shop.

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< p > in the face of the accelerated expansion of international fast fashion brands, the clothing brands represented by meatt costumes (002269) and Semir costumes (002563) are learning the fashion of international fast fashion, gradually improving the speed of supply chain and speeding up the pformation of "big store mode".

Zheng Hongwei, deputy director of Semir clothing, told reporters that as the international brands are mainly located in the second tier cities, they are not worried about their impact, and the main brands of fast fashion brands in China are in the two or three tier cities, and will sink further.

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Less than P, the international fast fashion brand, famous for its high turnover and large area, has entered the Chinese market in recent years, but its mode mainly pplants the form of shops in Europe and America, so the main shops are concentrated in the second tier cities.

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< p > relative to the standardized market in Europe and the United States, the domestic three or four line market is low in fashion and distinct in differentiation.

Zheng Hongwei believes that relatively speaking, domestic brands have more advantages in the channel bureau and commodity positioning, and are also the direction of domestic brands' efforts. However, there are quite a few international brands that are worth learning.

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< p > < strong > pformation in learning < /strong > < /p >

< p > learning the ZARA mode, Smith Barney fashion has launched the ME&CITY high-end brand and led the big store mode.

But with the closure of some flagship stores, the development of this model is not optimistic.

Ma Gang, a commentator in shoe and garment industry, thinks that the average shop area of Mei Bang clothing is more than 100 square meters. The big shop mode needs more professional commodity planning team, and maintaining the flat efficiency of the shop is a big problem for the domestic brand.

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P, an industry analyst who declined to be named, said that the fast fashion brands in China are still in the process of learning. The low efficiency of supply chain and the weak ability of product development are common phenomena.

The mistake of American Apparel is mainly due to the fact that ME&CITY brand identification is not very high.

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< p > it is understood that the United States is accelerating the pformation of apparel, the country has completed the upgrading of 6 experience shops, and continue to upgrade other stores.

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An insider from "P" said that the United States supply chain has been gradually upgrading in fine management and rapid response. The proportion of replenishment has increased to 30% in the current quarter, and the proportion of direct outlets has been further enhanced. However, due to the need for a certain amount of time in the performance of the pformation measures, the performance in 2013 is not satisfactory. With the accelerated pace of pformation, it is expected to improve in 2014.

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< p > it is reported that Semir clothing also upgraded its store as the focus of its pformation in 2014.

The above industry analysts said that the big store mode helps improve brand image and makes upstream supply more cheap and fast.

Semir has an average shop area of 200 square meters. Zheng Hongwei said that the expansion of the area is a major trend, which is related to the expansion of the product style line.

The international fast fashion brand's rich product line fully meets the needs of customers. For domestic brands that are tired of inventory, a large amount of money can be a good choice.

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< p > in addition, < a href= "//www.sjfzxm.com/news/index_c.asp" > Semir dress < /a > is also accelerating the pformation of the supply chain. At present, the turnover period of Semir fashion is two to three months, and the basic section is five to six months. Compared with the average turnover period of one month, the speed of Mori Matty fashion is not fast enough.

Zheng Hongwei believes that the current fashion can also achieve the speed of ZARA, but the high turnover cost is very high. This cost is divorced from the target group of Semir. Mori Matty's fashion pformation needs to consider the price and the market at the same time.

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