Xu Bin: The Development Trend Of Fast Fashion In The First Tier Market Will Gradually Spread To The Two Or Three Line Market.

Doing in China

"The Chinese market is huge and multilevel. Only for the two or three line market, one brand will open 1000, or even 5000 stores will not be saturated, and the market space is quite broad.

But for brands, the larger the scale, the lower the efficiency of operation. The sales volume of many brands is considerable, but the profit is not high. "

It is based on this market perception that Xu Bin believes that if the brand can not do high-end development, it is necessary to do the article in the "fast" word.

When doing high-end brands, the constraints of the cost factors will be relatively weak. Generally speaking, the cost will increase by 10%, and the price can be increased to 20%~30%.

Because its target customers are relatively high, and the comparable products of similar products are relatively small.

But when it comes to popular fashion or fast fashion, the comparison will increase.

The problem of cost, speed and quality has become a common problem.

In the domestic market, including ZARA and other international brands, the quality is not very good. There are also many defects in accessories, workmanship and many other details.

For such a defect, Xu Bin believes that on the one hand, the fixed consumption group that has been formed for many years can be accepted to a certain extent, that is, considering the cost performance comprehensively, buying fashionable brands, fashionable designs and well-known brands at lower prices, even if the products are not perfect, consumers can make certain compromises.

On the other hand, both international brands and domestic brands need to find a right balance.

Because guiding the consumer market is the meaning of the operation of clothing brand, even if the brand characterized by "fast", it can not lose sight of the impact on the consumer market while realizing the brand profit, and can not sacrifice the quality at the cost.

"Of course, a real problem is that with the cost of labor costs, raw material costs and environmental costs and a series of related factors, the cost pressure is no longer a general problem. The quality of perfection is difficult to achieve in a short time, but this should be the direction of future fast fashion development."

Xu Bin said.

In his view, as far as China's status is concerned, it is conditional to be "high" and "fast". In the first tier market, there will be some convergence between them, but fast fashion will not disappear. With the continuous improvement of people's living conditions and the continuous maturity of consumption concept, consumers in the first tier cities will buy expensive luxuries and buy cheap fashion products according to their own living conditions.

The two or three line market is always in line with the first-line market, so the development trend of fast fashion in the first-line market will gradually spread to the two or three line market.