Guangzhou Market Makes "Fast Fashion" Love And Hate.

< p > Japanese brand MUJI settled in Guangzhou at the end of June. UNIQLO opened two new stores in Guangzhou in June. It also held the thematic activities of the national tour in the atrium of Tai Koo Hui mall, where the first line of brand was gathered.

"Fast fashion" is constantly open shop or special news, many fans rush to join in, but at the same time lament that they are lagging behind, and use the word "last" to describe the arrival of "fast fashion".

However, recently, the "fast fashion" brand has finally indicated that it will launch a store in Southern China in the second half of 2013.

< /p >

< p > > strong > fast fashion is the preferred place. Guangzhou often "leaves alone" < /strong > /p >

< p > indeed, there are not many famous international fashion brands entering Guangzhou. Some fast fashion consumer brands, which are popular among young people, choose to enter Southern China when their first choice is not Guangzhou.

< /p >

< p > American fashion brand GAP has landed in Shenzhen at the end of last year, and has opened two stores in Shenzhen in the short run.

ZARA's sister brand Bershka, as early as 2010, distributed in downtown Shenzhen, 1 years ahead of Guangzhou's good store.

ZARA and H&M opened the first store in Southern China in Yitian Holiday Plaza in Shenzhen in 2008, and H&M and ZARA only arrived in Guangzhou in 2012.

UNIQLO opened stores in Shenzhen in 2008 and did not arrive in Guangzhou until 2009.

The British fashion brand TOPSHOP, the UK's most popular model, first entered Shenzhen's golden light Plaza last year, first testing the Chinese market in the form of "pop-up shop" (preheating store).

MUJI (Muji) and Forever21's first store in Southern China also opened in Shenzhen.

< /p >

< p > reporter saw from a "fast fashion brand mainland store distribution table" which ended in May this year, including 10 fashion brands including ZARA, H&M, GAP, MUJI, UR and UNIQLO in the distribution of stores in all major cities of the country, Guangzhou has 19 stores of all kinds of brands, while the number of Shenzhen brands is 29.

If you take out a single brand, compare the number of outlets in Guangzhou and Shenzhen, and the number of shops in Guangzhou is also less than that in Shenzhen.

< /p >

< p > for this, Huang Wenjie, executive director of Guangdong Circulation Industry Association, said that at present, there are about 300 international brands in China, but fewer than 100 have entered Guangzhou.

< /p >

< p > < strong > Guangzhou market, let "fast fashion" and love hate "/strong > /p".

< p > international brand is always coming late. Is Guangzhou not fashionable enough and the consumption power of target consumers is not strong enough? < /p >

According to "P", according to the purchase of journalists, the international fashion brands have strict standards for opening stores, and will conduct detailed market surveys before opening stores, such as the size, location, area and flow of people.

According to the analysis of the industry, compared with the Shenzhen hardware has a great advantage, the new high quality shopping malls are more likely to appear than Guangzhou. The new shopping malls in Guangzhou in recent two years are mostly located in Baiyun District and Panyu District, which are far away from the traditional definition of the downtown area, which may become an obstacle to the entry of international brands into Guangzhou.

< /p >

< p > Huang Wenjie said that in recent years, there have been some changes in Guangzhou's consumer market. Many Guangzhou people's consumption concept is different from that of more than 10 years ago, and their awareness and recognition of the brand have been improved.

Especially from the beginning of Tai Koo Hui, a large number of international brands enter Guangzhou, Guangzhou consumers can buy the international brand at the "doorstep"; in addition, the young fashion consumers in Guangzhou are increasing day by day, and the acceptance of international fashion brands positioned at 100~1000 yuan has increased. International brands entering Guangzhou later than Beijing, Shanghai and Shenzhen, but the market demand is more and more vigorous. Therefore, the international fashion brands will not miss the Guangzhou market.

< /p >

< p > industry insiders say that many international brands are "love and hate" for the Guangzhou market. Guangzhou's overall retail market is attractive, and Guangzhou's pragmatic consumption concept is hated. Guangzhou is also a distribution center for professional wholesale markets. Compared with other domestic cities, the Guangzhou market will be regarded as a "first conquered" market.

< /p >

< p > < strong > fast fashion preparation in the second half of the year in Southern China force /strong < /p >

< p > since mid June, UNIQLO, Muji and other fast fashion brands have said that they will speed up the opening of stores in Southern China in the second half of the year, especially in Guangzhou.

< /p >

< p > although UNIQLO stores two stores in Guangzhou, there are only 8 stores in Guangzhou. There is a clear gap between the number of 43 stores in Shanghai and 28 stores in Beijing, even Chengdu (9), and several of them are located in Huadu, Foshan and other non urban central areas.

UNIQLO marketing department revealed that the second half of the year will intensify the deployment of points in the urban area of Guangzhou.

Recently, GAP announced plans to open about 35 new stores in Greater China in 2013, one of which will be opened at Wanda Plaza in Panyu by the end of this year.

< /p >

< p > the industry believes that Guangzhou will open more new shopping malls in the next few years, coupled with the upgrading of traditional shopping centres and brand "blood exchange". Consumers in Guangzhou will buy more international brands at their own doors.

< /p >