Fast Fashion Brands Push Forward Online Integration Channel Integration

< p > nowadays, the main force of gathering department stores, boutique supermarkets, consumer goods and clothing has become the trend of adjustment of more and more shopping centers, and fast fashion brands have become the "standard" of domestic shopping centers.

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< p > because of the current < a href= "http://sjfzxm.com/news/index_h.asp" > China < /a >, it is widely regarded as a huge market space by foreign garment enterprises, and has been attached great importance to.

In the past two years, the international fast fashion giants including H&M and ZARA have accelerated their business expansion in China. According to the number of shops opened last year, 82 new stores have been opened by UNIQLO, the number of stores has reached 257, the total number of stores has reached 176, the number of stores has reached 176, the number of new stores opened by GAP is 28, the total number of stores is 71, the number of new stores opened by 71, the number of new stores opened by 18, the total number of stores is 137, the number of new stores opened by H&M is 42, the number of stores is 42, the number of stores is 100, the newly opened stores of C&A are 9, the stores are at home, the U&R stores are newly opened, and the stores are at home.

Last year alone, fast fashion brands opened nearly 1000 stores in China.

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< p > in addition, in order to reduce the impact of the vacancy rate rising due to the construction of shopping centres, some domestic owners even cancelled the store rents for the mass brands such as ZARA and H&M.

To a certain extent, the layout of fashion brands in China offers the advantage of setting up shop.

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< p > however, with the pfer of domestic consumption, more and more consumers are pferred to online shopping and online, the layout line has become another move of the international fast fashion giants to adapt to the Chinese market.

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< p > < strong > > one after another, a href= "http://sjfzxm.com//business/" > Tmall < /a > /strong > /p >

< p > as early as 2009, the fast fashion brand UNIQLO has entered the Taobao mall at that time, and made a first shot for the fast fashion layout line. Since then, UNIQLO China's e-commerce business has become an important part of UNIQLO's globalization.

Meanwhile, from the popularity of Taobao's overseas purchasing, Tmall saw the huge demand of Chinese consumers for fast fashion brands, and the new traffic brought by these overseas brands has also become a driving force to help Tmall change its online shopping location.

As the first forerunner to eat crabs, UNIQLO and Taobao mall's cooperation attempt also made the subsequent overseas brands grow more smoothly on a more mature Tmall platform.

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< p > of course, in the next few years, fast fashion brands have been distributing online sales business by Taobao's huge electronic business platform. They have set up flagship stores in Tmall, including the earlier GAP, and its Old Navy officially entered Tmall in March this year, almost coincided with the time when the brand entered the domestic entity market.

It is easy to see how important the online channel is for fast fashion brands in China, and the large-scale online layout and the massive capital investment brought by high traffic volume are the key factors to test brand professionalism and enterprise strength.

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< 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.

An industry insider told reporters: "however, it is certain that it provides convenience for the fast fashion consumption demand of the three or four tier cities in China. Moreover, with the sinking of the international fast fashion brand in the future, the situation is more conducive to the realization of synchronization between the online and offline industries, and provides data information for the physical layout of the three or four line cities."

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< p > < strong > closed loop innovation < /strong > < /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.

UNIQLO and GAP, which first involved in the electricity business in China, pioneered the channel barriers between online and offline, and brought more comprehensive pre sale to after-sales services to consumers through the form of O2O, which made consumers experience richer.

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The O2O logic of < p > UNIQLO is not simply to enter online shopping, but to enhance consumers' cognition of brands and products through online products.

Earlier, UNIQLO launched a UNIQLOCK on the blog that combines beauty, music, dance with the UNIQLO main costume of the season. This clock can be viewed directly or downloaded.

The clock shows the current time, and there will be a random movie every 5 seconds. The characters in the film are dressed in the clothes of UNIQLO to perform interesting performances, attracting users' eyeballs and stimulating consumption desire.

By the end of March this year, UNIQLOCK has launched 8 editions, with more than 200 million trips and 500 thousand downloads around the world.

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< p > last year UNIQLO also launched mobile APP, which is embedded with location service function. Users can query information about their nearest stores, contact modes, business hours and the range of merchandise sold in stores, and users can also use embedded navigation tools to query store routes.

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< p > and in order to enrich the online experience of consumers, UNIQLO also joined the "virtual fitting room" in its Tmall flagship store. The reporter entered the page and had an experience.

The virtual fitting room provides male models, female models and children model images. The consumers can match the clothes according to the existing styles of the shop. This way allows users to see the effect directly, and can greatly increase the purchase rate.

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< p > recently, GAP also claimed that it was actively promoting the "net booking store" project, which is expected to be rolled out in all shops before the end of summer.

At the same time, GAP is testing consumers' online shopping (online offline store booking). The advantage of this is that when a store is out of stock, online shopping can be done by stores, and GAP can send the corresponding merchandise to the most convenient address of consumers.

"Store online shopping" can avoid consumers' disappointment and enhance their loyalty.

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< p > these indicate that GAP is making greater moves in promoting the integration of O2O on line and offline.

As for the integration process of fast fashion brand GAP, the industry believes that "under the impact of the Internet and from the trend of fast fashion brand development, online and offline integration is preferable. Only in this way can we further promote the development and pformation of the entire apparel industry chain, and balance the demand through online and offline development.

Today's online and offline integration has become more and more mature. This integration will enable the original fragmented two markets to converge, consumers can both experience online and buy online, or buy products online, which is a good choice. Therefore, the integration of fast fashion brands online and offline will promote brand development and move towards a new stage.

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< p > < strong > borrow line up stock < /strong > /p >

"P", but at the same time, in Tmall's "6. 26" Tmall year promotion activities, the reporter found that many of the 2000 products displayed on GAP were non seasonal clothing, some of which were very low.

A few days ago, reporters tried on a pair of trousers at the GAP store, and later bought the trousers at Tmall GAP flagship store on the same day of "big promotion in mid year".

However, after receiving the goods, it is found 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.

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< p > but the reporters did not return the goods because the quality of the products was no problem.

Just imagine, if the product quality of the brand can not be guaranteed, then the loyalty of the brand will be reduced, and the brand will have to be promoted all the year round because of its high storage.

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< p > online as a brand's inventory elimination channel has been a long time. Some brands have to balance the channel relationship and have to take the line 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 this regard, the industry pointed out: "fast fashion brands should expand slowly while slowing down the pace, calm down the market demand, and strictly control product design, so long as the products are excellent, consumers will not be hard to wait for the discount.

If the product price is consistent under the line of line, we should try to close the consumer through the online interactive form, or promote the preferential policy on the line of the business. The consumer can get the corresponding preference through browsing the web, and then use the new model to use the line under the line, which can be used for reference to the case of UNIQLO.

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