Fast Fashion Black Horse J Enters Counter Cyclical Expansion

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Wen Zhijun, vice president of marketing at P > UR, revealed that the company plans to join hands with partners in 2014 to speed up the sinking of the two or three line market in China. Meanwhile, the whole Asia Pacific region will add new markets, such as the Middle East and Southeast Asia, and the UR business will start in June of this year, too. UR

When a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > the market entered a weak period, when many brands talked about opening up shop, what made UR decide to expand the shop quickly?

< p > in fact, the external situation of the entire clothing market has provided an opportunity for reverse expansion for UR, which has already cut into the "fast fashion". Tony said that UR performance has increased rapidly in recent years, and the average 70%~80% growth rate has been basically maintained in the past three years. The rapid development of shopping mall mode of commercial real estate has also made UR's expansion even more powerful.

Seeing the development opportunities under the big trend, this will make UR's anti cyclical expansion more fundamental.

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< p > < strong > UR is a fast fashion brand. What is the difference in positioning with foreign Zara, HM and UNIQLO? < /strong > /p >

< p > Tony: first of all, the fast fashion category belongs to the right trend at this stage and has great potential for development.

But in fast fashion category, UR and ZARA, HM and other brands contrast, there is still a great difference.

For example, ZARA's < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > style toward urban white-collar workers; HM tends to be younger; UNIQLO is not fast fashion; its clothing is more basic and more functional; our positioning is closer to ZARA; the main consumer group is urban white-collar workers; in terms of style update speed, it is also consistent with ZARA, but we also have our own brand characteristics different from ZARA.

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What are the brand characteristics and advantages of < p > strong > UR? < /strong > /p >

There are two main advantages of < p > Tony:UR: first, UR will have more customized designs for Chinese people's body and consumption preferences, including cutting, design and color.

Some of our specially designed styles are rich in detail, which is more in line with Oriental women's aesthetic preferences.

From the aspect of Chinese consumers' preferences and stature, the Orientals have higher requirements for the details such as cutting and color of < a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a. Chinese women wear European large outline clothing is not easy to wear out, but UR clothing does not have such a problem.

Second: ZARA is a benchmark brand in fast fashion brands. Compared with ZARA, we can always maintain at least 30% of the price advantage in terms of price performance and price. These two points are also important reasons for the rapid development of UR brand in recent years.

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< p > < strong > I learned from the Internet that there are many French "a target=" _blank "href=" //www.sjfzxm.com/ "designers. < /a > team. < /strong > /p > UR.

< p > Tony: Yes, in fact, from the day of its establishment, UR is a brand built by an international team. The origin of the UR brand is also the creative design of the French team. Our current design managers are all French, and the product design is the result of research and development jointly designed by many famous French design consultants and the global buyers team. So every UR garment has the latest trend, rare quantity, excellent quality and unique taste. This is also an important reason why UR is deeply loved by consumers.

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Less than p strong, fast fashion brands update their products very quickly. How long does UR take now?

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< p > Tony:UR the fastest time from design to production to store is 10 days, and ZARA is two weeks to 12 days to 14 days. HM is 21 days, three weeks.

In terms of exchange rate, UR and ZARA should be the fastest among the fast fashion brands.

In the Chinese market, we have more than 100 new products on the shelves every week, but the entire 1000 square meters of store products (about 800-1000SKU full field) are all adjusted, basically in two months time.

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< p > < strong > recently, UR has invested heavily in opening a large flagship store in Sanlitun. Is it mainly for brand promotion or other strategic planning? < /strong > /p >

< p > Tony: first of all, we should consider profit making. This is the bottom line for every business. Even if the decoration is put into a higher level, we will be very confident of this shop and make it profitable in the first year.

At the same time, we certainly hope to create the brand effect of the flagship store.

Compared to other shops, we will invest more in the flagship store of Sanlitun World Trade Plaza. In Sanlitun, a landmark area in Beijing, the flagship store will play a very good role in promoting the potential of the whole UR brand.

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< p > < strong > can you briefly introduce the development plan and target of UR in the next few years.

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< p > Tony: in fact, UR has been in the Chinese market from the first shop to the present for 8 years.

The development in the first 8 years is relatively slow, and the country has opened more than 30 stores. But in the past 8 years, it is more about the exploration and running in process of China's consumer market, including building a complete 1000 person design center and production plant around consumer demand. This is the focus of our work in the preceding eight years.

With these eight years of precipitation, we have made better preparations in the supply chain, store image and terminal talent team echelon building.

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< p > from the end of 2012, the overall situation of consumption in China is not very good, but fast fashion is growing rapidly.

In addition, more and more shopping mall has been built in cities nationwide, which has changed the consumption patterns of former consumers to department stores, and emphasizes the experiential consumption instead of the purpose consumption. It is more suitable for UR fast fashion categories, such as large shops, rich styles, fast updates, and affordable prices (250 yuan in spring and summer, and 320 yuan in autumn and winter).

The change of the whole external market is very conducive to the rapid expansion of UR.

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< p > with the help of the current environment, the UR will also be able to strive for better development opportunities.

2014 is a very important high-speed expansion year for UR. This year, the goal of UR is to open thirty stores. That is to say, the total number of stores in the first 8 years will be opened in one year. Next year, there will be fifty or sixty stores and seventy or eighty stores in the following year. At this rate, it will basically be three to four years, and the number of our stores will be increased by ten times, that is, from thirty to three hundred stores.

Although the volume is still quite alarming, we still have great confidence in the study of the external macro situation and the accumulation of UR over the years.

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< p > < strong > what will the future UR do in the electricity supplier? < /strong > /p >

< p > Tony:UR plans to expand rapidly online in the next few years. At the same time, we need to embrace this electricity supplier mode with a positive and open mind, including the sale mode of O2O online offline interaction. We will open flagship store in Tmall in June this year.

In the next two or three months, we will soon launch the online and offline interactive O2O experience mode.

With the help of electronic commerce and Internet technology, the original single line sale mode of UR has changed.

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Wang Jianlin and Ma bet 1 hundred million on the annual economic figures award in 2013 P. Ma said that e-commerce will account for 50% of China's total retail market in the next 10 years.

How do you see the impact of this new mode of electricity supplier and O2O on the traditional clothing market? < /p >

< p > Tony:, from the perspective of large industry trends, the total retail sales of clothing have been stable at around 1 trillion and 500 billion yuan, and are always moving upward, and the electricity supplier accounts for less than 20% of the total. But in the future, I am sure that the market share of the electricity supplier will continue to grow, and no one will know whether or not it can reach 40%~50%.

But at the same time, there will always be thousands of dollars or even billions of sales in the offline stores, which is large enough.

It is only those who are better able to develop under the offline stores, who can gain more market share, or whether the development of brand is in line with the change of consumption trends, whether they can always get the recognition of consumers, and whether they have the ability to constantly adjust their trend to adapt to the trend.

I personally believe that the brand that can be developed online and offline will be solid and efficient.

For e-commerce, I think it is a very good channel supplement for offline stores. At the same time, it can bring differentiated, interactive and convenient shopping experience, such as offline trial online purchase, such as pre-sale.

In addition, we also value the brand promotion on the Internet. We hope that through the mode of O2O and e-commerce, we can better spread the reputation of UR fashion, quick update and cost-effective.

Finally, the thinking of online Internet has a certain impact and baptism on the traditional thinking mode of our main management team, so that we can learn the fast and flattening of the Internet, and always make the UR closer to consumers, which is probably the most important feature of the fashion industry. < /p >

< p > no matter how the structure of the online and offline industry changes, as a fashion industry, it will have vitality as long as it can provide consumers with the products and services that can truly satisfy and exceed expectations.

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