Shen Meng, executive director of Xiang song capital, believes that the so-called "fast fashion" of P is only fast in terms of commissioned production and distribution. But in pursuit of fast fashion fans' popular frontiers, rapid changes in market demand and quick change of style design, it is not fast and fashionable because of the inherent tradition of domestic garment enterprises.

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< p > "not only the clothing industry, but some domestic fashion enterprises do not pay much attention to the excavation and analysis of the market potential demand. They do not attach importance to the R & D investment of technology or design, and often decide their own production plan by selling the goods in the market.

Based on this logic development, enterprises are always following the market changes, and the result can only be downhill.

Shen Meng said, on the other hand, under the mode of division and cooperation, commissioned by the production, the client must purchase large quantities of goods every time, but at the same time, Chinese leisure and fashion enterprises are usually confined to the domestic market, so a large quantity of goods need to be digested in the domestic market, but the demand for the consumer groups they meet will change rapidly. If we can not sell all the orders, we will create huge inventory.

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"P >" including "a href=" http:// "m.pmae.cn/news/index_c.asp" > Metersbonwe /a > domestic leisure fashion enterprises, the current dilemma is precisely caused by huge inventory losses.

Shen Meng said.

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Why can p? ZARA and H&M be successful? Ma Gang believes that these brands are targeted at consumers who are highly sensitive to fashion and have a certain ability to consume, but they do not have the ability to consume high-end luxury brands frequently. Therefore, their marketing strategies are: low price, multiple funds and a small amount.

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< p > these brands are more intimate than Esprit, with an average value of a href= "http:// m.pmae.cn/news/index_c.asp" > price < /a > less than the latter 10% to 20%.

In addition, due to the implementation of a small number of products out of stock strategy, inventory is small, consumers do not buy at the first time, there is no longer possible to buy, will only leave a small number of unwelcome products at the end of the season or the end of the year discount.

According to statistics, the number of discounted goods accounts for about 15% to 18% of the total number of products, about half of competitors.

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< p > both of them break the restriction of the traditional garment industry, and new products will also be introduced in the same season.

This will inevitably attract consumers' desire to shop.

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The market information system such as ZARA and H&M is extremely powerful, and even the real-time inventory data of each store can be displayed in the market analysis department of headquarters at the same time. "A href=" http:// m.pmae.cn/news/index_c.asp "Shen Meng /a" thinks that according to the real-time sales data, the number of relevant stores can be quickly allocated to the maximum extent to reduce the backlog and occupation of funds. At the same time, these real-time sales data can also analyze customer's consumption habits and preferences, and make production arrangements or adjustments quickly with the entrusted production enterprises, so that their whole business chain is always in a state of real-time dynamic adjustment, avoiding the damage to the business health caused by the unnecessary cost of goods such as unsalable goods. < p > "besides,

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