European report:
Recently, three sister brands of the ZARA family, Bershka, Pull&Bear and Stradivarius, announced the closure of online sales channels, triggering heated discussions among netizens. As early as the beginning of 2021, three brands, Bershka, Pull&Bear and Stradivarius, had announced the closure of physical stores in China and only retained online sales channels. But now the e-commerce channel has also announced its closure, which undoubtedly confirms its intention to withdraw from the Chinese market. As a giant in China's fast-moving market and one of the world's fast fashion brands, the editor still remembers the long queues for ZARA when shopping on Chunxi Road in Chengdu two years ago. Compared with the continuous store closures today, the ZARA family is inevitably in disarray. It's very touching.
As soon as this news was sent out, many netizens expressed concern about it, and even said that the successive failures of fast-selling brands represented by the ZARA family in China have long been foreshadowed, and their withdrawal can make more room for Chinese national brands. development space.
The development of the national trend in recent years is also obvious to all. Many customers who were previously keen on international fast-moving brands are paying more and more attention to emerging domestic brands, especially the "new Chinese style" and "national style" elements that have been fiercely popular in the past two years. It has become popular on all major social platforms. Another group of netizens expressed their reluctance to part with this. They felt that these shops were not only affordable, but also carried memories of their youth. When they heard the news of the store closures, they inevitably felt sad. The fast-selling brands disappeared one after another, and the good shopping experience was There are a lot fewer places to go.
I believe everyone would like to ask this question: Does the withdrawal of ZARAâs three sister brands mean that international fast-moving brands are no longer popular in China? Some experts said that this does not mean that fast fashion has been abandoned in China. The transformation of the market requires fast fashion brands to pay more attention to consumer trends. Brands that remain unchanged are bound to be eliminated by the market. Perhaps fast-selling brands are also seeking an opportunity to re-establish themselves. Grasp the market.
The editor believes that the continued delisting of international fast fashion brands in China proves that the competitiveness of international fast fashion brands in China has dropped significantly. It seems that they no longer adapt to the needs of the Chinese market. Revenues continue to decline but costs have not. Naturally, it is difficult to continue operating, and the increasing rise of Chinese local brands has undoubtedly exacerbated this phenomenon. In addition, the quality of fast fashion brands has been criticized, with complaints that they can only be worn for one season, and designs that are "acclimated to the local environment" and "plagiarism" have also been widely criticized. The most important thing is that with the development of domestic short videos and social platforms, a large number of e-commerce retail industry practitioners have achieved rapid prosperity through these channels, accelerating their impact on the traditional fast-moving market.
All in all, the delisting of international fast-moving consumer goods brands in China is by no means accidental. In the new era of intensified competition, the aftershocks of the epidemic have not yet passed. How to meet consumer demand, keep up with the market pace, and develop new consumption chains is undoubtedly a question. A huge challenge. If you are careless or arrogant and do not pay attention to the market, you will face the tragic fate of being eliminated by the market.
