Is Japan'S Fast Fashion At The End Of The Good Days In China?

Japanese clothing brands, once favored by consumers, are shrinking in the mainland market. Since 2013, group sales have been declining, and the number of stores in mainland China has decreased from nearly 600 to 495. In the depressed environment of China's retailing industry, Honeys, which is not competitive enough, will reduce its operating costs by about 270 in three years from 2017. 30 of them will be closed before spring this year.

Honeys 2006 enters early China At that time, young consumers are attracted by the sweet Japanese style and low price. Honeys, a Japanese brand that earlier expanded its market in China than UNIQLO, expanded its domestic market in 2013. According to Japanese media statistics, in 2014, the brand owned 570 local outlets in many parts of the country, including local cities, and the number of clothing stores was much more than that of the casual wear brand UNIQLO. In the 2012 fiscal year, Honeys sold more than 10 billion yen (about 600 million yuan) in China, accounting for about 17% of the company's sales. By 2014, Honeys had been losing money.

In fact, in addition to Honeys, Japan Clothing brand Yi Du Jin has also quietly withdrawn from the mainland market. The Beijing Business Daily reporter learned that the group has IIMK, MK, MK KLEIN+, OFUON, MICHEL KLEIN and HIROKO BIS and dozens of famous brands, and the audience from teenagers to forty or fifty years old middle-aged people. In 1995, when he arrived in China, he had been committed to developing the mainland market, and had more than 300 stores at most, but sales in recent years were sluggish. In February last year, the investment fund Integral acquired most of the shares of the group, but the revenue was slow to improve. Subsequently, Yi Du Jin completely withdrew from the mainland market at the end of 2016. At present, many brands under ITO are located in stores such as Taiwan, Taipei, Taoyuan, Hsinchu and Kaohsiung.

In addition, the famous shoe factory, Asahi Asahi, also plans to spanfer all production lines to Japan within five years due to the rapid increase in operating costs. SUNCO, a Japanese suitcase manufacturer originally made in China, restarted its own factory in 2015 and closed the Chinese production line. In the halls shopping center, Honeys and other brand goods are seriously stacked up, and there are few consumers in the clearance clearance up to 70 percent off. Besides, the styles of clothing sold by brands are also rather old and over season.

In the mainstream shopping malls and shopping centers in Xidan, such as Beijing, such as the fashion brands and the new brands, it is hard to see the brand of Japanese parity clothing such as Honeys. In recent years, closely linked to Honeys is the promotion information of brand 70 percent off goods rejection and season clearing. Due to the drag from department stores, the stores are gradually disappearing in the view of consumers.

When Honeys first entered the Chinese market, Department stores Thriving, the above Japanese clothing brands also choose to store Direct stores in department stores, such as Parkson, halls and other foreign or Japanese department stores. However, in recent years, with the rapid rise of shopping centers and the change of consumers' shopping concepts and shopping habits, the department store industry has entered the cold winter, and these brands have gradually left behind. After being out of favor with consumers, sales of brands such as Honeys fell sharply, and were abandoned by shopping centers which were small and medium-sized. Although the stores such as Hua Tang were still willing to absorb these brands, the attraction of the two was not as good as before.

For more information, please pay attention to the world clothing shoes and hats net report.