Japan's "fast fashion" business change: curve of the entry of the electricity merchants into China

Recently, the Japanese fast fashion brand image collection into China, and before the Japanese well-known brands without printing good products, Uniqlo different, they did not choose a wide range of expansion of the physical stores, but with the Chinese electric business enterprises, the main network sales market. It is understood that IMAGE collection is the original Japanese women's brand, with 28 years of history, more than 6 million loyal members. According to a November 2011 survey, Image collection's brand awareness was as high as 77.4% among 20-49-year-old Japanese women. In recent years, Japanese brands have been expanding overseas, and China is a huge market can not be around the past, never the same day the brand into China's different routes, you can clearly see the "fast fashion" in China's business changes.

Curve entry, electric dealer test water

favorably clothing library to H&m, from Zara to Gap, and from no printing good products to image, more and more overseas "fast fashion" brand began their own China's road.

Perhaps for the Chinese, "fast fashion" fast "is not only reflected in the cargo of strange fast new products and frequent change in the window," fast fashion "brand in China quickly gongchenglvede, one after another to open a shop phenomenon, it will be this" fast "character reflected incisively and vividly.

However, not all brands can be in China, before the Topshop, next regret, after the h&m, Zara close to melee, for the Chinese market, "new players", the high cost of the offline entity shop, China's vast territory, the limited quality of store resources, All let the line store expansion as the core of the traditional layout of the difficult step by step.

Through the network test water, curve entry has become the only way for many brands. This is the beginning of Uniqlo, in 2001 for the first time in China after the return, the 2009 excellent Uniqlo and was not renamed the day of the Cat Mall strategic cooperation, the introduction of Uniqlo Cat flagship store test water market, in the open Channel network, and then cooperate with the layout of the offline channel. However, in 2012, image no longer choose to shop online "market", and chose to enter the online "high-end department store" platform, so subtle changes to some extent also reflects the pattern of China's e-commerce changes in recent years. It is reported that image this choice of cooperation object is to walk the network.

Walk Show Net CEO Guiven said: "Image chooses to walk the network to carry out the strategic cooperation, on the one hand because the target user group of both sides is highly consistent, on the other hand, is to walk the network as an online high-end department store platform, in the Chinese white-collar users localized marketing, technical systems, Logistics systems and other aspects of the image to provide strong support for the professional. ”

From mail order to Internet, the catalyst of Japanese brand

Many traditional Japanese brands have similar business models: selling products in the form of a mail order catalogue.

The Finnish-Rich Dream (Felissimo), which entered China in 1999, was a representative of the regular mailing of catalogues to consumers to gain a stable audience. Fenrich Dream in China's physical stores are not many, "Felissimo Life proposal Shop" to operate "Sunny clouds" leisure apparel, run clothing and small supplies of life.

2010 entered China's Japanese underwear brand Peach pie (PEACH JOHN) is also the representative brand of communications sales, the product catalog named "PJ", the sales model reached a peak in 2003, Taiwan star Vivian for this year's cover miss, the product catalogue annual circulation reached 1.8 million.

When the trend of "fast fashion" swept the world, the mode of e-commerce gradually replaced the traditional mail-order mode and became the main battlefield of many brands. The reporter registers the Rich dream as well as the Peach Pie's official website, the self network sale already became the brand important form.

Image Group CEO Ming He Zhengyi said: "The reason why there is no proprietary online Web site, is to see many of China's high-end electric business positioning and consumer groups and image of the target audience very fit." "Take the show network as the representative of the vertical segment of the electric business platform, focus on the fashion field, with a more clear path of development to lock the elite white-collar so the most consumer-oriented user groups, and played a role in the bridge, so that China's fashion people can be synchronized with the global fashion."

Differentiation: The competition law of the entity shop

Simple network sales, can not meet the appetite of many brands, the choice of physical stores is equally important.

According to a Boston consultancy report, Chinese consumers will spend 1.3 trillion yuan on fashion spending by 2020, an object that no brand can compete against.

Jie Mao fashion brand consulting agency chief consultant Zhou so defined "fast fashion": "fast fashion, mainly contains three aspects of the meaning of the loading time fast, parity and follow the fashion trend." ”

Japanese brand-free goods in China accelerated the opening of the shop speed, with 51 before and after the Changzhou, Shijiazhuang and other place without printing good products opened, the number of its open shop in China has reached 42. And Japan's largest fast fashion brand Uniqlo in a few years, the number of open stores in China nearly 130.

Zhou, chief consultant at the fashion brand consultancy in the Czech Republic, said no printing good and Uniqlo also adopt Spa (own brand professional wholesalers operating methods) business methods, but there are different, "no printing good products in addition to clothing, there are food, furniture, home appliances, stationery supplies and other daily necessities, more emphasis on the environment-friendly lifestyle." and Uniqlo more emphasis on clothing. and pay attention to the basics of the hundred-match. ”

Another new Chinese brand of Japanese brands Baroque the trend, its flagship brand Moussy successively in Beijing Xidan Grand Hyatt City, three Li Tun Sanlitun and other tide people gathered to open the shop. The image of the Chinese market to enter the characteristics of marketing is: not a single piece of merchandise for the unit to sell, but to provide customers with modular matching program.

"Image of all the products are carefully designed to match the perfect part of all the planning of the overall mix with the perfect combination for the purpose, so the image of a product only design a best color." "Image Group CEO Ming He Zhengyi introduced:" You just follow the overall image of the match, you can enjoy the new fun with the match. "Through the form of visual solutions, visually for customers to show the image after wearing, that is the image advocated by the" free collocation "differentiated selling point.

Zhou said that in the increasingly market segmentation of the Chinese market, differentiated competition has become a necessary route to many brands, "the so-called Japanese style has been generally referred to, in the division of a more detailed era, has been unable to use the Korean Department of Japan to collectively called a classification style of clothing." It is also clear from this that China's retail market has grown at an astonishing rate of fission over the years. ”