UNIQLO Uniqlo, ZARA, H&M And Other Fast Fashion Brand "Horse Race Enclosure".

UNIQLO: China expands 100 stores a year

Mode: more

UNIQLO is the core brand of apparel retail giant FASTRETAILING group. It plans to become the world's largest manufacturer and retailer by 2020, plans to expand its number of overseas stores to 300, and open 100 stores in mainland China.

Fast marketing group also plans to expand its g.u., theory, ComtoirdesCotonniers and PrincesseTamTam brands.

UNIQLO will take the layout of Shanghai, Beijing and Guangzhou as the center, then make efforts to the second tier cities, and set up standard shops and large shops with a shop area of more than 850 square meters.

Adopt global commodity planning.

Expert horse: Flying Horse

Chances are great, but "Japan" is not necessarily "the world".

The streets of Ginza in Tokyo are small, but not far away from the Hermes and Chanel stores.

"UNIQLO has great opportunities, simple style, low popularity, and not easy to be eliminated. They are all advantages.

The key is how to grasp the regional differences in different regions of China.

Japan's successful experience can not be simply copied into a vast China. "

Huang Mi Mi, general manager of Xiamen Langyi fashion company, said.

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H&M: hand in hand big fashion expansion

Mode: young + parity + advertising + designer.

H&M, headquartered in Stockholm, Sweden, is accelerating the opening of new stores in China to help reverse the declining profit situation and increase the number of store owners this year from 250 to 265.

Compared with rival ZARA, H&M is popular and designed by about 140 designers.

Its customers are younger and frequently invites big designer designers to marry, from CHANEL fashion director Karl Lagerfeld to Chuan Jiu Ling Ling, and then to Matthew Williamson.

H&M's clothing is cheaper than ZARA 30%-50%, and some of them are cheaper than UNIQLO.

At the same time, H&M has covered a large number of advertisements in cities like Shanghai and Beijing.

Expert horse: dark horse

Style and quality are the weaknesses of development.

H&M has been showing signs of saturation in 2000 branches in 37 global markets, so it is looking to the rapidly developing Chinese market.

As a fast rising "black horse" fast fashion brand, the shortened production cycle is the test of quality, and the pursuit of parity makes it difficult to guarantee its quality.

"Though it has advantages in style, it has always been its Achilles' heel without its own style."

One industry insider said.

ZARA: from the busy road to the town.

Mode: oil pollution mode + big designer + supply chain optimization.

Inditex, the parent company of ZARA, announced that the number of stores in China will increase from 30 to 42 in 2011.

Every time a new market is landed, ZARA will first open a shop in the most prosperous section of the big city center, then extend its tentacles to smaller towns, and let the brand influence radiate across the country without advertising.

This strategy is known as the "oil pollution model".

ZARA most of the factories in Europe, only 17% of the supply comes from Chinese suppliers.

Most production chains are located in Europe, allowing them to better control costs.

Only the most basic styles of clothing are produced in low cost areas such as Asia.

Expert horse: old horse

The industry's "big boss" is not ambitious.

"ZARA has few outlets in China's first tier cities, and the risk of expansion is small, and ambition is not big."

Said Huang Mi Mi.

Zhang Bo, general manager of Metersbonwe Beijing, said that after Abercrombie&Fitch and Topshop had settled in China, it was hard to say how long the ZARA's "boss" status could last.

In addition, similar clothing in China costs 30% more than Europe, and has repeatedly been trapped in the "quality door" to its reputation.