Fast Fashion Brands Enter The Discount Mode "Zero Inventory" Facing The Test.

< p > analysts believe that with the rapid development and expansion of fast fashion brands in the domestic market, the market's ability to digest its products is becoming more and more gentle. In China, the zero inventory of fast fashion brands is being tested. < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > crazy > /a > discount > /strong > /p >
< p > mention ZARA, H&M, UNIQLO (UNIQLO), GAP and other brands, and people who are keen on fashion know almost all of them. The concept of "fast fashion" represented by these four brands has swept the globe in recent years. Domestic clothing brands have followed suit, and the fast fashion brands of popular price and fashion are all the rage. < /p >
< p > fast fashion brand has been implementing a new marketing mode with short promotion period, many styles, few quantity and zero inventory. In a sluggish fashion industry, fast fashion brands are developing smoothly, attracting local garment companies to follow suit. < /p >
< p > however, with the rapid development and expansion of fast fashion brands in the domestic market, the market's ability to digest its products is becoming more and more gentle. This has led to the conclusion that the era of zero inventory and low inventory has been terminated by fast fashion. < /p >
P, a fast fashion leader, ZARA2014 summer discount sales campaign began in full swing. This year, there are more clothing styles and more discount. It is understood that in previous years the ZARA discount season will basically play a 50 percent off discount strength, and this year, ZARA discount rate directly increased to 70%, that is, three fold, 39 yuan, 69 yuan, 79 yuan and other low price is a big surprise. < /p >
< p > industry retail experts point out that from the perspective of inventory pressure in the domestic apparel industry, this large-scale discount sale will continue in the next two or three years. Fast fashion brands will inevitably join the frenzied discounts in order to seize market share and digest inventory. < /p >
< p > < strong > online inventory < /strong > < /p >
< p > > in the "6. 26" Tmall year promotion campaign in < a href= "http://sjfzxm.com/news/index_f.asp" > Tmall < /a >, the reporter found that many of the 2000 products displayed on GAP were non seasonal clothing, some of which were very low in the order of the off-season products. However, some consumers will still buy online. After receiving the goods, they will find that the product is the same season product, that is, the same style, but not the new product this year. Obviously, this is a kind of stock elimination behavior of the brand, and a little careless will be thoroughly induced by the big promotion of the business. The journalist also bought a brand of skirt on the Internet, though not a new one, and did not return it because the quality of the product is no problem. < /p >
< p > online as a brand's inventory elimination channel has a long history. In order to balance the channel relationship, some brands have to take the online as the "sewer" of offline channels. However, the discount is a double-edged sword. Excessive discount will cause consumers to have a long-term dependence on discounts, thereby affecting the corporate image. In response, insiders pointed out: "fast fashion brands should slow down while expanding, calm down the market demand, and strictly control product design. As long as the products are excellent, consumers will not suffer such discounts." < /p >
< p > with UR and MUJI being launched on Tmall in June this year, ZARA is also unwilling to lag behind. It announced that it will open another official virtual shop outside Tmall in autumn and winter this year. H&M will launch e-commerce business in China within the year. For international fast fashion brands to open online stores and enter the two or three line cities online and offline, people in the industry worry that they will further snatch the market, squeeze the survival space of Chinese local clothing brands and even brand names, and others believe that it will bring new inspiration to the Chinese clothing enterprises' business operation. < /p >
"P > fast fashion brand online and offline development has become a trend. For many traditional brands, it is not an easy task to make good use of the advantages of online and offline channels and avoid online channels to grab resources under the line. < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > Quality > /a > worry less /strong > /p >
< p > although the expansion speed of all fast fashion brands is alarming, the brand development is also a crisis. The first thing to sacrifice is the quality of products. Poor fabric and rough workmanship are embarrassing for these brands. Some consumers say that these clothes are far from the design sense, but the fabric feels very bad, and the thread is rough and the thread ends are frequent. < /p >
< p > reporters interviewed several consumers who chose clothes in the discount area of ZARA, Puxi Wanda, Quanzhou. Miss Man Qi, 26, said, "such a low price of 39 yuan and 69 yuan is very attractive, but often it is just a casual look. The chances of buying are not high. ZARA generally discount products do not have their own number of favorite styles, or pure color style. If you want to buy a solid color style, you might as well buy it in UNIQLO, and feel better quality. " Miss Yan, 24, said that the goods that had been bought at ZARA before discount were a bit fluff after washing home, but they still liked the brand because they were fashionable and inexpensive. < /p >
< p > when some consumers are scouring things on the Internet, they know that products that are already in season will still be bought, because the style and quality of the brand are bought, so it is not important for some consumers to pass the season. < /p >