Zara’s scenery is no longer, can the local fast fashion UR grab the market?
Reporter | Wu Rong
Edit | Lou Qinqin
If you pass the crossroads at the junction of Tianhe Road and Sports East Road, you probably have seen Urban Revivo’s huge billboards.
Below the billboard is the largest Guangsheng store in its 300 stores. Since the trial business in August last year, it has been announced on May 21 this year. In order to cooperate with the opening, a big show also unveiled the veil that day.
In addition to the co -branded series of designers in collaboration between the UR and Private Policy and Alice + Olivia by Stacey Bendet, a number of new dresses of dresses are also released on the show.
The Guangsheng store with an area of 4,600 square meters continues the UR’s usual large -store model. The shop has a total of three floors (the first floor is men’s clothing, and the first and second floors are women’s clothing). From the perspective of the overall design style of the store, it is the “technology style+art style” route that most fast fashion brands like to use, but it integrates some Lingnan elements, with the white lights and gray main decoration in the store.
In an interview with the interface fashion interview with the founder of the UR founder, from the perspective of channel strategy, the brand may pay attention to the number and density of the store in the past to reach consumers more comprehensively. Adjust the store opening strategy.
That is, the number of store opening will be reduced, increasing the store area, while displaying richer products through large store models, and also providing consumers with a better experience. In addition, the opening of the popular business district is also conducive to increasing the popularity of the brand.
Such strategies seem to work. According to the data provided by Li Mingguang, since the trial industry last year, Guangshengdian’s turnover has exceeded 100 million yuan. Despite the impact of the epidemic, the UR turnover of 2020 still exceeds 5 billion yuan.
The UR founded in Guangzhou in 2006 was completely Chinese blood. At that time, the headquarters, factories, main design teams and logistics were in Guangzhou. Li Mingguang called it China’s first local fast fashion brand.
Around 2006, international fast fashion brands such as ZARA and H & M also entered the Chinese market and began to siege.
In 2011, ZARA experienced the fastest growth period since entering China. It opened 156 stores. In the same year, H & M also began to speed up in China. At the end of 2011, H & M reached 76 in mainland stores. In the next five years, H & M expanded at the speed of about 100 stores each year. As of the end of 2016, this brand has 444 stores in China. At this time, the number of ZARA in China was also close to 200.
This means that in the process of development, the UR is difficult to avoid direct competition with these overseas brands.
Judging from the speed of store expansion, the UR was slightly cautious in the early days. In 2013, it had 21 stores, mostly concentrated in first -tier cities; in 2014, it began to enter overseas markets; as of the end of 2017, the UR was in 60 cities and overseas markets across the country. It has more than 200 stores; at present, it has 5 stores in overseas markets, in Thailand and Singapore.
Starting from consumer ideas, in social media, you can see that the most evaluation of the UR is to compare its ZARA and H & M.
Li Mingguang has never denied that the UR was studying fast fashion originator ZARA. In the interview of interface in 2018, he mentioned this, including knowing ZARA when traveling in Japan, to checking information to understand the fast fashion business model, and to conceiving his own brand.
However, the good days of international fast fashion are not too long. Since 2017, they have declined globally. As far as the Chinese market is concerned, they bid farewell to the barbaric growth period, and the head and end differentiation are very serious. Forever 21 closely close the store, ASOS, Topshop, New LOOK defeated China, ZARA and H & M scenery are no longer. Last year, we did a lot of analysis in the report “Chinese Consumers are accelerating the elimination of fast fashion”.
The international fast fashion brand has accelerated, and the main domestic consumer army is upgrading, which actually gives local fast fashion brands the opportunity to accelerate market share.
It is not difficult to notice that in the background of the rise of the national tide, local clothing brands such as Li Ning, Anta, and Jiangnan Buyi began to seize the minds of young consumers, and there were also a number of new original brands that emphasized lifestyle. In addition, in China, cross -border e -commerce brands with fast fashion supply chain and response speed, such as Shein and meticulous, began to emerge in overseas markets.
Regarding the transformation of these external environments, Li Mingguang believes that it is not a fast fashion mode, but whether the international fast fashion brand has made changes and innovation when facing consumers to make the product better.
“We keep up with the general trend and spend a lot of resources and energy in design and quality to meet the real needs of consumers, so our growth is still very good.” Li Mingguang said.
As for the threat from SHEIN, detailed carving, etc. when developing overseas markets, Li Mingguang mentioned that it is the development of online shopping, the progress of logistics and other infrastructure, so that these Chinese advantages of supply chain brands have attracted attention globally, and the epidemic accelerates the acceleration of the epidemic situation. The whole process.
“But shein and detailed are the positioning of super fast fashion brands. The unit price of the customer is about $ 10, and the UR customer unit price is about 40 US dollars; they are faster supply chain, which is more in line with the definition of traditional fast fashion; and our future will meet in the future. Adjust the supply chain speed, and use the “moderate” as the starting point to update iterative to the product, focusing on improving the quality of the product. “Li Mingguang said.
Li Mingguang’s “moderate” can be summarized as “fast luxury” positioning. It is worth mentioning that the “fast luxury fashion” is not only available now. In 2015, UR proposed the positioning for the first time. At that time, it wanted to pursue “more accurate positioning” and tried to open a market space between fast fashion and light luxury.
Of course, this statement is more like UR’s proposal to get rid of ZARA’s shadow. Li Mingguang once said, “The UR does learn from the ZARA model, and many Chinese companies also learn from and imitate … but the imitation of the clothing industry will make people look down on. We want to be unique UR.”
“At the fastest speed and the most reasonable price, let consumers enjoy the latest trend” is the brand concept printed on the UR brochure. In Li Mingguang’s words, how to quickly transform the latest trends ————— It is also regarded by the UR as a brand gene. In Li Mingguang’s view, the trend of fast fashion downward and the intensified market competition state has put forward higher requirements for brands in terms of design, production and supply chain.
The UR provides a set of data to the interface fashion: the current design and development team of the UR is close to 500 people; in 2017, the UR sold its own factories and cooperated with third -party suppliers. The supplier was mainly distributed around Guangdong around Guangdong. It also covers Zhejiang, Suzhou and other places, nearly 200; its current new time is Tuesday and Friday, the new amount is 100 to 150 SKUs per week, and the long -term consideration of the “fast luxury” positioning is considered long -term consideration It does not intend to be new.
However, whether consumers will accept and pay for it for the positioning of the so -called “fast luxury”.
The evaluation of social platforms such as Zhihu and Xiaohongshu, such as interface fashion search, found that consumers still have different doubts and expectations for the UR in terms of product design, quality, cost -effectiveness, and brand stories.
For example, in the answer, “How to evaluate the clothes of the brand of the UR?” The answer has “the quality of the overall clothes is good and the style is relatively lighter; now in order to obtain a wider user base, the brand style is sacrificed; There are similar evaluations such as more and worse quality.
Fast time to get on the goods, the price -friendly people, and the trend of keeping close to the trend. It was the three major characteristics that stimulated consumers to buy fast fashion brands. When the expansion dividends of the horse -raising circle disappeared, it was more and more similar to ZARA. On the basis of fashion, the UR seems to find a new path through the positioning of “fast luxury”. But how to keep young customers staying loyalty in market competition, UR still needs to continue to work hard.