Since UNIQLO landed in Shanghai in 2002, fast fashion has been rooted in China for more than 10 years. As of June 2013, the four fastest. Fashion brand UNIQLO, ZARA, H&M and C&A have 523 stores in China, all over the main line and second tier cities.

Since 2012, the trend of fast fashion brands in China's "sinking" and "peripheral" development has been continuously clear.

　　 sunken

With the growth of consumption power of the two or three tier cities, and the Perceived Brand Quality In a growing number of international fast fashion brands, more and more international fast fashion brands have gradually shifted the focus of development to the two or three line cities to open up new markets. This "sinking" trend has been embodied in the past one or two years, and will not continue to develop in the foreseeable future.

Second tier cities have become the focus of international fast fashion brand expansion in recent years. According to statistics from the research department of World Bank Richard, the number of new stores in the four international fast fashion brands increased from 207 in early 2012 to June 2013, including 55 in the first tier cities, 26.6% in the total, 82 in the second tier cities, 39.6% in the second tier cities, and 70 in three tier cities, accounting for about 33.8%.

From the different location of the two or three line cities, the fast fashion brand "sink type" development focuses on the provincial capital city, that is, the central city of the region. Of the 152 new shops added to the two or three tier cities, 106 are located in provincial capitals, accounting for about 69.7% of the total. Another phenomenon is that at the same time, most of the fast fashion brands are located in non provincial capitals. According to statistics from World Bank Richard Ellis, between January 2012 and June 2013, there were 52 new fast fashion brands, including 34 in non provincial cities, accounting for more than half of the total number.

　　 Peripherally

Fast fashion brands quickly switch to the two or three tier cities, which does not mean that the brand abandons the expansion plan of the first tier cities. At present, in the first tier cities such as Beijing and Shanghai, fast fashion brands have shown the strategic characteristics of "peripheral", that is, opening more new stores in the non core business circles of the first tier cities. According to statistics from the research department of the world bank, the total number of four international fast fashion brands in the first tier cities has reached 55 in early 2012 to June 2013. Among them, 13 new stores are located in the core business district of the city, and another 42 are located in the non core business circle, accounting for 76.4% of the total number.

From the point of view of the city, the trend of "peripherals" in Beijing and Shanghai is particularly obvious. The number of new outlets in non core business circle accounts for 94.4% and 77.3% of the total number of cities respectively.

The development trend of fast fashion brand "peripheral" does not mean that the brand will give up. Core business circle The competition is replaced by the selection of the best location of the core business circle to create a small number of flagship stores aimed at deepening brand building. The UNIQLO flagship store is located in Huaihailu Road Business District of Shanghai. It is now being transformed and is expected to open in 2013. Located in the Beijing APM shopping mall on Wangfujing street, H&M is about to open another flagship store in Beijing, with an area of 1100 square meters.