Guangzhou Asian Games Heat: Clothing "Fast Fashion" Brand Is Contending

The team that runs for 30 minutes then enters "buy clothes", which may be the first time in Guangzhou. Yesterday, Hai Yin shares took over the two or three floor after the operation of China Plaza, and the Swedish Hennes&Mauritz company, one of the world's "fast fashion" four giants, was stationed in a store in Guangzhou, which triggered a heavy shell of H&M.

By the end of last year, H&M has opened 27 branches in China. Just as H& M was heating up the Guangzhou market, Nandu journalists were informed that Spain's ZARA, the number one among the four "fast fashion" brand tycoons, plans to settle in Guangzhou before the Asian Games. With the top two top fashion brand giants entering the market, the strong "6+ 1" industry chain integration mode will gradually be recognized by Guangdong manufacturing industry. According to Lang Xianping, a famous economist in China, this model is likely to bring a breakthrough to Guangdong's large low-end clothing manufacturing industry.

Compress "6+1" clothing industry chain

GAP of the United States, ZARA of Spain, H&M of Sweden and C&A of Germany are the four most successful retail brands in the world. The four companies in addition to GAP in the United States, the remaining three have been settled in China. It is reported that last year, the financial crisis brought about a decline in consumption. However, ZARA and H&M suddenly rose, not only defeated the US G AP, Japan's UNIQLO and Hongkong's Esprit, but also created an astonishing growth.

According to the latest results of Spanish parent company ZARA Inditex, the net income of the company rose 18% in the fourth quarter of last year, to 483 million euros, more than previously expected by market experts. The total sales volume of Inditex in 2009 is 11 billion 100 million euros, and it has leapt to the largest clothing retailer in the world. H&M followed closely. Sales in the last fiscal year amounted to 10 billion 400 million euros. Among them, the Chinese market is the most eye-catching. Last year, sales increased by 83% over the same period last year, reaching 1 billion 614 million kronor, second only to the Japanese market.

Where is the magic of ZARA and H&M? A person who visited the headquarters of ZARA Spain told reporters that the whole garment industry chain can be divided into 7 parts. Guangdong enterprises are mainly manufacturing, and they are one of the 7 links in the industrial chain. In addition, there are design, raw material procurement, warehousing and transportation, order processing, wholesale operation and terminal retail. Lang Xianping gave him an interesting name called "6+1". The whole industry chain that controls "6+1" can get the level of Jinjiang enterprises, but only after the industry chain is compressed extremely can we achieve the level of ZARA and H&M.

Local enterprises test water "fast fashion"

"The clothing industry in Guangdong has to go through the whole industrial chain of" 6+1 ", from product design to shelving, the average period is 180 days, and the world famous brand is usually 120 days. The above said, but ZA R A is only 7 days at the earliest, usually 12 days, while H&M is 21 days. Obviously, the extreme compression of warehousing costs means lower cost and faster fashion new products.

ZARA and H&M are very insistent: they are not the creators of the trend, but the followers, so their speed is also reflected in the design. ZARA has more than 200 designers, and H&M is said to have more than 80 designers. Its functions are constantly shuttling in the corners of every fashion week and every fashionable city in the world, capturing fashion information and integrating design, then producing shelves. It is reported that the latest season of D IOR new clothes just appeared on the Paris T stage. After two weeks, the product with the latest shadow of D IOR can be found in the ZARA store in Beijing and Shanghai, and the price may not even be 1/10 of D IOR. Unlike ZARA, who pays the infringement fees to high fashion brands every year, H&M simply join hands with designer designers. It is reported that the designers invited by H&M have Karl Largerfeeld, Stella Macartney, Robert C Wally and Madonna. As fast fashion has basically taken a variety of product strategies with limited quantity, its products have become a hot topic for consumers.

"ZARA has greatly reduced the cost through the efficient integration of the industrial chain. It has created high wealth without relying on product innovation or relying on cheap labor." A garment enterprise manager told reporters that Guangdong is one of the garment production bases in China. It has many resources, such as purchasing, warehousing, transportation, wholesale and retail, but at present, the enterprises are mainly low-end foundry, and lack of innovation ability. With the entry of H&M and ZARA, this new business model has brought new development thinking to local enterprises. According to the press survey, local enterprises such as Me&City, which are based in Guangzhou, have begun to try the "fast fashion" mode. The first model store in Yi Miao has opened in Dongfang Baoshi, in the first place in.

What is "fast fashion"?

ZARA and H&M are the originators of "fast fashion". The so-called "fast fashion" mainly includes three aspects, that is, the delivery time is fast, the price is fair and the fashion trend is closely followed.

Generally, "fast fashion" collects and designs fashion information through the latest international conferences and other channels, and then produces and sells. The fastest time is 12 days, and the price is less than that of the international famous brand 1/10. "fast fashion". The quantity of each garment is very small, which not only reduces the display of single item, but also creates scarcity artificially, and drives the desire to buy. At the same time, "fast fashion" produces 3-4 times the style of clothing every year, and the products are replaced every week.