Chinese fast fashion brands follow the fast sell-out model

In recent years, the "Yi Miao" brand has rapidly grown by embracing the core elements of the global "fast fashion" model and pioneering a new consumption pattern based on quick sales. Today, "Yi Miao" is directly competing with ZARA, even opening stores next to them. The company's management philosophy, as stated by Che Guangping, chairman of Guangzhou Yimiao Industrial Co., Ltd., is "No, I have; people have, I'm excellent; Renyou, I'm fast." This unique approach has become one of Yi Miao’s key competitive advantages, and Che Guangping remains confident in its future. He once said, "Yi Miao is a wolf chasing ZARA." Che Guangping believes that business is more than just profit—it's about understanding people's spiritual and material needs and meeting them effectively to build a successful transaction. He emphasizes that everything is possible when there is willpower and action. As the fast fashion industry in China grows, brands like ZARA and H&M have sparked concerns among local entrepreneurs, who often say, "The wolf is coming." In this era, businesses must not only compete with international giants but also face fierce domestic rivals. Seizing a place in the premium market is essential for survival. In 1999, during his first visit to ZARA in Rome, Che Guangping was captivated by the brand's fast fashion model. Within an hour and a half, he spent 26,000 yuan on clothes, which made him reflect deeply on how such a store could influence consumer behavior so quickly. After standing outside the ZARA store for over an hour, he concluded that ZARA would likely be among the top global brands in the future, and the fast fashion model was a powerful way to deliver fashion to consumers. Upon returning home, Che Guangping identified two promising business models: the McDonald's model, which targets everyone with a single product, and the fast fashion model, similar to ZARA and H&M, which focuses on specific customer segments. He decided to adapt the ZARA concept for the Chinese market but found it too challenging. Instead, he chose to bring in a French women's brand called "Yi Miao" and began improving the "Rose Road" strategy. After three years of preparation, refinement, and market testing, "Yi Miao" officially launched in China in 2003. Despite the impact of SARS, the brand continued to grow steadily. By that year, it had expanded to 168 large stores across the country, and profits were on the rise. For Che Guangping and his team, this success was a significant milestone.

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