Less than p days ago, the fast fashion brands H&M and UNIQLO opened a new store in Guangzhou. During the opening period, H&M launched a sales promotion such as "big sale" and "39.90 yuan for business opening". UNIQLO also had many short sleeved shirts at a discount.

Compared with the grand opening of H&M's first branch store in Guangzhou in May 2010, a large number of young people queued up to enter the market.

The industry pointed out that, while bravely paving the way to open stores, while sales growth slowed down, fast fashion is experiencing a period of contradictions and development.

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< p > reporter visits found that brands such as H&M and UNIQLO launched various promotions in the opening of new stores. There were many short sleeved T-shirts sold in season for sale at a discount.

Zara, a fast fashion giant, has launched a 1 month large-scale promotional campaign to clean up its inventory products.

"Fast fashion brands always attract us with cheap prices. But after buying several times, we find that the quality of many a target=" _blank "href=" //m.pmae.cn/ "> clothes < /a" is really hard to compliment, and it can't be worn out after several times.

Xiao Ni, who works in Tianhe Sports East Road, Guangzhou, said.

"I used to like H&M, UNIQLO and other fast fashion brands.

However, in recent years, fast fashion brands have been repeatedly identified by industry and commerce departments as "quality unqualified" products, and my purchase confidence has been completely destroyed! "Miss Lin, who lives in Guangzhou City, told reporters.

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< p > although businesses try to attract customers through the way of sales promotion, it is difficult to conceal the embarrassment of fast fashion.

ZARA's parent company Inditex group released a quarterly earnings report, as of April 30th this year, the group net profit growth of 1.39%, its first quarter net sales increased 5.18% to 3 billion 593 million euros, gross margin fell 59.6% to 2 billion 140 million euros.

The latest performance report released by H&M group showed that net profit in December 1, 2012 decreased by 11.9% compared with May 31st, while same store sales decreased by 4%. In March this year, the same store sales hit a minimum 12% decline over three years in December 1, 2012.

This has made the H&M, which is already growing weaker, more determined to accelerate the expansion of growth.

It is reported that over the past few years, the annual growth rate of H&M in China has been more than 50%.

By the end of June 21st this year, there were more than 140 stores in China.

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"P" is unique. The first shop in Guangzhou, which is fast fashion, from Japan, opened in Dongfang Baoshi shopping plaza recently. The biggest feature of the shop is the introduction of pregnant children's clothing.

According to Zhang Long, the regional director of MUJI Guangdong, he plans to open 35 new stores in mainland China this year, breaking the number of existing stores by 100.

Insiders pointed out that if consumers are accustomed to waiting for the discount season to reconsume, the fast fashion will deviate from the original positioning. For the parity brand, the low consumer loyalty, plus the impact of the electricity supplier and the low consumption, the retail industry has entered the lowest growth rate in history. It wants to occupy a long position in the industry of a target= "_blank" href= "//m.pmae.cn/" > clothing < /a >, and the fast fashion brand needs to make more efforts.

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