SPAO In China Starts To Encounter Difficulties And Rivals Rush To Eat

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< p > < strong > SPAO in China, the starting point is less than /strong < /p >

< p > a few days ago, the Beijing Commercial Daily reporter saw in the front store of SPAO that the red label of "New Year's benefit price" and "winter price reduction" were mostly occupied by the counter.

Especially down clothing, down 200 yuan is not uncommon.

However, in the same period, H&M, which is not far away from it, is equivalent to a fast fashion brand. There are not many discount products, and most of the space has been installed in spring.

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< p > for this reason, the market leader of the SPAO brand of Beijing branch of the clothing and love group acknowledged that in January this year, many brands did start spring clothes. In January this year, ZARA and other spring clothes already accounted for six or seven.

The reason why SPAO spring clothes arrived late, the person in charge said frankly, the shop just opened and there was a problem in the distribution.

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"P", "Qianmen store" opened in the second half of last year, at the very beginning, the goods were mainly sold in winter, but the sales of winter clothing had entered a low period.

Now, we can only dump goods by discount, so that we can change into spring clothes as soon as possible.

The SPAO official said.

However, large concessions do not seem to attract consumers.

Last Saturday afternoon, compared to the bustling front gate Street outside the window, SPAO shop looked a bit cold.

Sales staff told reporters that sales have been declining in recent years.

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< p > SPAO responsible person said, the company in the fast fashion aspect, technology and distribution experience is not enough, especially do not know the Chinese market, "Korea is still more inclined to design products in their own style, therefore, it will take a long time to adjust, replace and change, in order to achieve a fast fashion better level."

In his view, this adjustment period may take "one to one and a half years".

In view of the current sales situation of SPAO in China, the responsible person has not disclosed.

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< p > < strong > Design narrow audience < /strong > /p >

< p > < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > insiders say that the difficulty of selling the winter clothes of SPAO is also related to the change of the taste of Chinese consumers.

"Many clothing designs are mainly colorful, too young, although they may attract some fans' popularity, but they make them narrow, and some mainstream consumers have low acceptance."

In its view, fast fashion is a time and quick response. "Hard sell of winter clothing may have a greater impact on the sales of the brand's spring clothes".

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Before P, the executives of the clothing and love group have positioned themselves as "professional SPA in all fields from head to toe".

The so-called SPA (own a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing /a > Professional retailers) refers to the ability of the brand to have the whole process of integrating the industrial chain from production to logistics, and then to sales, which is also a commonly adopted model in fast fashion.

In the clothing and love brand Kingdom, SPAO and MIXXO are two more representative SPA brands.

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< p > the executives of the clothing and love group have also expressed their ambition to defeat the fast fashion giant ZARA and H&M in China and Japan through MIXXO and SPAO. Among them, MIXXO is aimed at ZARA and H&M, while SPAO is the brand launched for UNIQLO.

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Compared with SPAO, MIXXO was stationed in Beijing earlier than P, but also suffered from the embarrassment of sales.

It is understood that the MIXXO shop opened in June 22nd last year in the two phase of the new world in Chongwenmen.

A consumer who is more concerned about the brand has revealed that MIXXO often discounts after opening a shop. "Self selection is almost the same as H&M and C&A, but the popularity is not as good as those brands."

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At P p.m. around 6 p.m. last Sunday, the reporter saw in the MIXXO store that more than 20 consumers in the first floor were choosing goods, while on the two floor there were few customers.

For the cold shoulder of MIXXO, a customer who declined to be named said: "this brand design feels more like European and American fan, similar to ZARA, but the fashion sense is worse."

Another consumer said, "SPAO and MIXXO's a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a > quality generally, some clothes are not very comfortable, but the price is not low.

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< p > aiming at the low price accusation put forward by consumers, the SPAO official explained that the mass produced fast moving products will produce some problems and may be slightly inferior in quality. "The first time we do such a large store, mass production can result in heavy weight, but there is still a need for a period of adjustment. After the scale is formed, the factory will produce both quality and quantity."

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< p > in addition, for Beijing's sales performance and other related issues, yesterday, the Beijing Commercial Daily reporter sent an email to MIXXO, but as of press time, it did not receive its reply.

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< p > < strong > difficult to compete with competitors for "/strong > < /p >"

< p > according to the plan of the clothing and love group, SPAO set up brand branches in northern and southern China respectively, and upgraded the logistics system, striving for 50 stores in China in 2015 and entering two or three line cities.

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< p > there is a voice in the industry that the star marketing of clothing and love has certain influence on some fans.

In 2012, the S.M group decided to join hands in the entertainment industry, and SPAO's star strategy was the product of this cooperation.

SPAO shop's < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > is endorsed by many Korean celebrities such as F (x) and Super Junior, which is obviously more attractive to domestic fans.

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< p > but an analyst believes that star marketing strategy is unstable and persistent.

"This method is more dependent on Korean film and television, media and so on. If the Korean wave has a short effect in the Chinese market, the brilliance of SPAO is only temporary."

He said.

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< p > more noteworthy is that as a latecomer, SPAO and MIXXO will surely avoid confrontation with brands such as ZARA and H&M, which have taken a place in China's fast fashion market.

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According to data from the survey firm Lai Fang, in the Chinese market, last year, 82 new stores were opened by UNIQLO, with a total number of stores reaching 257, H&M opened 62 stores, and there were 176 stores, and ZARA opened 18 new stores and the total number of stores reached 137. P

It can be seen that the expansion of clothing and fast fashion brands in China is not only a pressure from all sides.

SPAO brand leader also admits, "compared with H&M and other fast fashion brands, competitiveness is indeed weaker."

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< p > besides, in his view, at present, the fast fashion brand has appeared "radish quick not to wash mud". The quality problems of fast fashion brand clothing and so on exposed by international environmental protection organizations and Chinese quality inspection departments have also greatly reduced consumer confidence in the market.

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< p >, therefore, in the face of increasingly demanding Chinese consumers, the strategy of "weight not heavy" in the early stage of SPAO is obviously unwise.

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