The Pformation Of Fast Fashion Brands Is More Heated.

UNIQLO's parent company XX Group 2015 has reached 340 stores in mainland China in the first half of fiscal year.

According to the latest news from reporters, UNIQLO's plan to open shop in China in 2015 is about 100.

Earlier this year, H&M also said it plans to open 400 new stores worldwide this year and refers to "continuing to expand existing markets, especially the United States and China".

In addition, Zara, MUJI, GAP, C&A and so on.

The pace of opening stores in China has also increased.

Foreign fast fashion brands continue to occupy the Chinese market, which will undoubtedly cause great impact on the domestic first-line brands.

The main means for domestic brands to compete is to focus on "online".

In April 30th, the United States and the United States unveiled a fashion dress experience as a carrier of the platform - "fan" APP.

Everbright Securities clothing and textile industry analyst Li Jie believes that fan APP is positioned as a carrier of fashion matching experience, integrating global fashion brands, zero cost and zero risk crowd financing tools.

This APP allows the company to take the lead in the industry and build a mobile end crowd mode in the apparel industry. At the same time, fan APP is the continuation of the company's Internet + strategy. The number of more than 4000 stores in the company reaches 350 million passengers, promotes O2O, lays the foundation for Internet operation thinking, and creates offline experience stores to enhance the customer experience. The launch of mobile terminal APP is to extend the previous business results to the cloud and realize the expansion from the point to the surface.

At present, the terminal is in the doldrums, the franchisee is short of confidence and the stores are closed. It provides a business tool for the terminal through fan APP, which is also a part of the market that has been abandoned by franchisees.

But it is noteworthy that the platform operation and the previous operation mode of the company are different. Brand purchasing buyer, supply chain system and multi brand management will still be tested for the company.

Also playing APP is different from the self built mode of Smith Barney fashion.

On the evening of April 12th, the announcement of Hongkong's subsidiary investment increased by US $7 million 500 thousand.

After the completion of the investment, it owns 765625 shares of Hifashion shares, accounting for 5% of the total share capital of the company.

The announcement shows that the core product of Hifashion is mobile APP "star Wardrobe".

Star wardrobe APP, taking data mining technology as its core, is moving from a fashion based traffic distribution mode to a self built platform for mobile providers.

The Hifashion investment is an important part of the company's strategy to accelerate the implementation of the big fashion consumption strategy and is an important measure for the company to lay out the mobile business.

Data show that "star Wardrobe" formally launched in August 2012, currently has about 40000000 activated users, daily active users nearly 4 million.

Its operation mode is changing from the fashion based traffic distribution mode to the self built platform's mobile electricity supplier. It hopes to build the product into a global fashion boutique shopping platform and instant display window in the future.

For this paction, the analysis of China Merchants Securities believes that although Hifashion shares Group's contribution to performance, the company can use the group's "star Wardrobe" APP flow entry to promote its brand and products. At the same time, it helps the company to use the mobile terminal big data to fine manage the supply chain and accurately launch new products, so as to reduce inventory risk.