Hunsheng Paper
Two days ago, I visited the mall and found that the clothing brand GAP door was hung on the large bales of red -bottomed white characters: "Limited time special".Close closer, the store is about to stop business, and the entire venue is cleared at 50 % to 50 % off.
Although the discount is strong, there are only three or two customers in the store located in the city center mall.A carton was piled up in the corner, and several clerk was buried to pack the goods.A clerk said that the store will be closed in two weeks, "there have been a wave of customers who have come to pick up leaks before."
When I came back, I found out that GAP withdrew the store on the news hot search.In addition to Shanghai, GAP's stores in more than a dozen Chinese cities including Beijing, Guangzhou, and Shenzhen have been closed one after another.This fast fashion brand stationed in the Chinese market in 2010 has exceeded 200 in Huaman Store, but only about 150 stores remain at present, and the number is still declining.
Gap's decision is not surprising.After all, before it, many international fast fashion brands have reduced Chinese business on a large scale. This year, it seems to be the "Gap Year" of many multinational companies in China.
Swedish brand HM brand Monki withdrew from the Chinese market in April this year. The first Chinese store in the group stood 15 years after standing in Shanghai Huaihai, and it was quietly closed in June this year.The Japanese brand Uniqiku's parent company Fast Equity Group disclosed in the mid -term report that the group has 133 stores in Greater China temporarily closed.In July of this year, the Spanish brand ZARA's parent company INDITEX Group's fast fashion brand Bershka, Pullbear, and Straparius have also closed down the offline stores and online flagship stores in China.
Chinese media quoted experts in the statement that the withdrawal of the above international brands from the Chinese market is related to the "rise of domestic goods" and "export filter fading": As the younger generation's recognition of local brands increases, "domestic goods" with higher cost performanceIt has more competitive advantages. In terms of design, quality and price, there is a trend of catching up with international brands.
Indeed, as early as GAP significantly reduced the Chinese store, the brand Old Navy, the brand's brand, announced in 2019 that it will withdraw from the Chinese market.The American brand Forever also announced its shutdown in China in the same year.Many international brands who want to show their fists in China have gradually realized that this huge market is not a profit without making money.
However, the more important reasons that promoted the acceleration of international brands to accelerate China are obviously the sudden economic situation and market environment in the past two years.
The latest data released by the National Bureau of Statistics of China this week shows that the year -on -year growth rate of the total retail sales of consumer goods across the country has just changed from negative to positive in June and fell again in July.In the first seven months of this year, the retail sales of clothing, shoes and hats shrink 5.6 % year -on -year, and the decline is second only to the furniture and catering industry.
The large -scale blockade caused by frequent epidemics, and the leading Chinese clothing companies are also under pressure.In the first quarter of this year, the net profit of Hailan House fell 14.2 %, the net profit of Senma's clothing fell 41 %, and the net profit of Taipingbird's clothing in the first half of the year decreased by 68 %.The Taiping Bird disclosed in the financial report that the retail performance in the first half of the year was not good, and the fixed expenses such as stored rental and employee remuneration did not decrease, resulting in a sharp decrease in profits.
Compared with Chinese brands, international brands are also facing another risk: with the increasingly tense relationship between China and the West, the pressure of "selecting the side station" has continued to increase.At the beginning of last year, Xinjiang's cotton disputes made multinational companies such as HM, Uniqlo, and Nike besieged by Chinese official media and netizens. HM's flagship store on the e -commerce platform Tmall also closed in the rising resistance sound.Fashion brands with physical stores can intuitively feel the rise and fall of business through the window.Moncore's storefront and the logo of clearance to stop business directly highlight the impact of economic pressure and severe employment situation on consumers and merchants.The scene of people going to the sky has repeatedly staged, and it also reflects from the side that the confidence of multinational companies in the Chinese market has gradually reduced, revealing the tip of the iceberg that is decoupled from the outside world.
For international brands, the huge Chinese market is difficult to give up, but the risk of "stepping on the thunder" here is increasing, and the pressure of zero policies for the epidemic has continued to intensify.Even if the market potential is greater, many companies have to stop loss in time in a timely manner in the way of "rolling away".
For China, the losses caused by the retreat of transnational fast fashion brands are small. It is a small market diversity and consumer choice.Further crack down on overseas investors' confidence in the Chinese market in other fields, and exacerbate the trend of Chinese and foreign decoupling.This is undoubtedly worse for China, which has been blocked by Western countries and urgently needed to expand the "circle of friends" in many fields.
Gap's brand name originated from "Generation Gap". After landing on the Chinese market, it was also ridiculed to "Diger Glutter" because of dissatisfaction with soil and water.But from the status quo, there is a generation gap with the Chinese market, not just GAP companies, but also not only the field of clothing.It is hoped that the various "Gap" this year represents the empty year of "after rest", rather than a gap that is difficult to fill.
