Sales of Spanish chain clothing brands surge, impacting Chinese clothing industry
According to Voice of China’s Global Chinese Broadcasting Network, in recent years, after the large clothing chain brand Primark entered Spain, its annual turnover increased by 20% in 2015, reaching 1.168 billion euros. According to the latest statistics, except for Primark, almost all fast fashion brands in the clothing industry, such as Mango, HM and Japan’s Uniqlo, have experienced significant growth in turnover and have regained their competitiveness, which has had a huge impact on the Chinese clothing industry.
The growth of Spain’s clothing consumption industry is mainly due to Spain’s vigorous development of tourism in recent years. More than 65 million foreign tourists come to Spain every year, which is very attractive to the clothing sales industry.
Spanish clothing chain brands have added various advertising pages during this period, throughout the holidays, to promote their brands and attract foreign customers. If this is not enough, you can take a look at the most successful pacesetter brand of Spanish chain brands. In order to achieve more benefits, they not only vigorously promote and operate in Spain, but even expand their brands to all over the world. This is the most successful Spanish clothing brand marketing promotion. Good case.
Of all the clothing consumed by Spanish residents, 40% are purchased during promotions, and Spain’s clothing industry also attracts tourists from other European countries. Compared with the average price in Europe, Spanish clothing is about 15% cheaper than other European countries. It is 30% or even 40% cheaper than some high-consumption countries, which makes it easy for many tourists from other European countries to buy clothing in Spain after vacation.
According to a survey by the Spanish Business School, Spanish people spend 10.6% of their income on clothing, and their clothing consumption will continue to show a growth trend in the next five years, reaching 26.137 billion euros by 2019. This means that people basically On average, they spend 11.5% of their income, which is 567 euros, on clothing.
The Spanish clothing industry is growing strongly, and in addition to the wholesale sales of small commodities, many Chinese are also engaged in the wholesale sales of clothing, shoes and hats. Faced with the 65 million tourists in Spain every year, as well as the low prices and reputation of clothing sales, we should have been able to get a share of the pie. However, with the recovery of large chain clothing companies in Spain, it has had a great impact on the Chinese. First of all, the main Chinese brand is cheap, but now large-scale cheap clothing companies are rapidly emerging in Spain, taking away part of the Chinese clothing business. In addition, large chain companies such as Mango Company and H&M are engaged in sales and promotions at almost any time. The difference between the discounted price and Chinese sales has become very insignificant, causing a greater impact on the Chinese.
Chinese clothing brands used to have a special customer base in Spain, which were customers with middle and low incomes. But now with the rise of large-scale cheap clothing companies and the stimulation of long-term discounts and promotions of Spanish local brands and foreign brands, the Chinese have actually lost Large number of customers. In response to the crisis, we cannot just look at the single customer group in front of us. We must master fashion symbols, produce more attractive clothing, strive to create our own brand characteristics, improve product quality, and attract more customers to improve the current situation.
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