Starting from October of this year, Nochi's theme of "fashion revolution" has been impressive in advertising of large-scale cinemas and building screens, unique and innovative advertising ideas and the slogan of "no distance from fashion". Prior to this, "fast fashion" brand UNIQLO 8000 square meters of flagship store settled in Shanghai Huaihai Road, becoming the world's largest flagship store, the first day of sales of hot flashes staggering. In the domestic many traditional shoes and apparel brand inventory high, closing shop tightening situation, the domestic and international "fast fashion" brand has taken the opportunity to speed up the expansion in the domestic market and impressive performance. According to statistics, up to the end of August, ZARA, H & M, UNIQLO, GAP and other four major international "fast fashion" brands in mainland China has reached 562. One UNIQLO up to 225. The head of these brands is also a frequent flyer on the world Forbes list. In the latest list, ZARA, H & M and UNIQLO's head were ranked No. 3, No. 12 and No. 66 respectively. In recent years, China's sportswear brands, under pressure from stocks, have also begun to try to transform the "fast fashion" field. According to related media reports, Li Ning, once a big brother in Chinese sports field, has taken the lead in making adjustments and started to learn "fast fashion," while Nuoqi and Del Hui, founded in Quanzhou, Fujian Province, will make the biggest adjustment since the establishment of the enterprise , From the traditional sporting goods brand to "fast fashion" brand transformation. Why the "fast fashion" marketing model is getting more and more attention and recognition from the Chinese shoes and apparel industry and the market? Brand Strategy Upgrade Create "conditional fashion" related reports show that the consumption structure of Chinese society, close to the pyramid type, high-end Consumer groups in the spire, while the public consumer groups in the tower and the bottom. At present, China already has over 1.3 billion people and the mass group constitutes a huge consumer base. In today's era of rapid economic development and information, they accept the fashion information and the pursuit of fashion, and high-end consumer groups and no difference, they are quickly fashioned dye. However, they are in the pursuit of fashion at the same time, more people who ask the price. Consumption more rational pursuit of "conditional fashion." In this view, "fast fashion" brand popularity in the Chinese market can be seen. The industry and the market that is the domestic "fast fashion" brand Noci, by keeping up with the market popular high-cost products and meticulous membership service, widely recognized by consumers, the remarkable growth in recent years. It is understood that in 2012 the overall trend of Chinese shoes and apparel brand is declining trend environment, Nuoqi sales performance still maintained growth in the first half of this year over the same period last year also had a certain degree of growth. Just this year, Nuokeqi large-scale new store opening, it is this year after the brand strategy to upgrade a major move, and these newly opened stores hot, in addition Nuoci marketing team carefully prepared and its perfect "member database" Marketing, a large part of credit to Knoc this year, product positioning, image and other aspects of the terminal to adjust the strategic upgrade. We may wish to take a look at the latest sixth-generation terminal Nuoqi image decoration, distinctive, stylish simplicity. The store's products are also more "fast fashion" features: fashion, parity. Noci at this stage of the goods for 25-year-old to 35-year-old fashion men, and cost-effective, very popular with consumers. 'Fast fashion' products, style update speed, and keep up with the international fashion trends, coupled with the price is not high, easy to make consumers feel good and cheap, buy or buy are addictive. This is the fast fashion core competition Strength. "A Nochi store manager said," This year, we focus on the younger generation consumer demand, product color brighter young, hit the color mix and match more colorful, more close to the fashion needs of the public. "National" fast fashion " Can not just be the slogan The next ten years, the direction of change and innovation will be? Nochi Ding Hui, chairman said: "Now regardless of what industry, the most afraid of the production of products and markets do not demand." The first , Nuoqi smoothly transitioned from the production brand to the channel brand, face-to-face contact with consumers and firmly grasped the pulse of consumers. In the channel brand mode of Nuoqi, the market demand has been given full consideration. Quickly find the corresponding manufacturer to quickly proofing production, and then quickly meet the market trend of things quickly to consumers, at the same time the price is more affordable - with Ding Hui's words, this is called the public fashion. Commodity directly into the store from the manufacturers, circulation costs are low, the level of reduction also reduces management costs; usually do not store in prime locations, combined with the information system aids, rent and operating costs savings; the implementation of membership, the use of short messages and Word of mouth spread and other means of publicity to reduce some expenses. This laid a solid foundation for Notch to develop "fast fashion" marketing model and launch a "fashion revolution." Ding Hui seems to want to become China's ZARA's enterprise is not a Nuoci a, but the market demand-oriented not verbal talk can be achieved. "For a long period of time, when people refer to fashion, they think of high prices, limited quantities of products, and they think that leading the trend and pursuing fashion belong only to the high-end and minority patents. However, the consumption structure of Chinese society And the changes in market demand, the decision of the 'fashion of the public' is increasingly recognized. Therefore, the Chinese market, the urgent need for a revolution, to popularize fashion, the fashion back to the public, truly universal fashion. Do not need too long, China's fashion industry in recent years, the development of the public, has made us see the hope.So Noci at this time put forward the 'fashion revolution' this call. "There have been industry estimates: China's clothing experience After a brand-new era, the next garment "golden age" will be "fast fashion era." ZARA, H & M is just an individual representative of "fast fashion". More "fast fashion" or even "fast fashion" products without a brand will emerge as a wave. And such as Knoch this brand already has a certain visibility will still face considerable challenges, its Chinese-style fast fashion is still a long way.
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