2024.0409

Number of words in this article:830, reading time is about 2 minutes

introduction：早年进入中国市场的外资服饰品牌在深耕中国十多年后进入了新的调整期。

** Author| ** First Finance Liu Xiaoying

Foreign clothing brands that entered the Chinese market in the early years have entered a new period of adjustment after more than a decade of ploughing in China. Today, news such as the closure of Zara stores, emergency sweeping of goods by consumers and withdrawal from the Chinese market went viral. The reporter immediately sought confirmation from Inditex, the parent company of Zara, and the relevant person in charge told the reporter that the news about the withdrawal of Zara from China was not true, and the number of nine stores closed for more than two months was not accurate. Zara has closed three stores in Huizhou, Dongguan and Baoshan in Shanghai in the past two months. "We are constantly optimizing and upgrading our stores to bring a more integrated and digital experience to Chinese consumers by opening larger stores and equipped with efficient digital innovation technologies. In August last year, we opened a flagship store for Zara's latest image in Dayue City, Shenyang, and launched a flash store in Shanghai and a local joint-name series in the Chinese market. This year, we will reinstall and upgrade the flagship Zara store on East Nanjing Road, Shanghai. At the same time, new flagship stores will continue to be opened in some cities. " Inditex said that the Chinese market is an important strategic market for Zara and Inditex Group. Since 2004, the company has been doing business in China. Through its stores in nearly 50 cities, as well as its official website, App, Mini Program, Douyin and Tmall, the company provides Chinese consumers with more diversified channels of contact. The reporter learned from the group that Inditex is adjusting its store opening strategy, both in China and in other global markets. Some of the old stores will be closed and replaced by new flagship stores, which are larger and equipped with more new technology, representing the latest image of the group's brand. Inditex stressed that the investment in China is not only reflected in the opening of new stores and the reinstallation of existing stores, but also in the opening of flash stores, joint names with local brands, live streaming in the form of "shows", and the continuous optimization of online platforms. The strategy of closing stores while opening stores is that foreign fashion brands that have entered the market for many years are constantly "correcting" the impact of the previous horse racing enclosure. In March, Okazaki, chief financial officer of Fast Retailing Group, Uniqlo's parent company, announced that it would adjust the opening strategy of the main brand Uniqlo in the Chinese market, mainly to close unprofitable stores and open profitable stores. Uniqlo expects to close 50 stores while opening 80 stores in the Greater China market in the fiscal year ending August 2024. Okazaki pointed out, "do not rule out the possibility of a net increase in the number of stores to maintain low growth." **