Chinese fast fashion brands follow the fast sell-out model

In recent years, the "Yi Miao" brand has rapidly grown by incorporating the essence of the global "fast fashion" model and pioneering a consumption pattern based on quick sales. Today, Yi Miao is directly competing with ZARA, even opening stores right next to them. The company's management philosophy—“No, I have; people have, I’m excellent; Renyou, I’m fast”—is not only a guiding principle for Che Guangping, the chairman of Guangzhou Yimiao Industrial Co., Ltd., but also a unique competitive advantage. Che is confident in the brand’s potential, stating, “Yi Miao is a wolf chasing ZARA.” He believes that business is about the meaning of life. Only through understanding the spiritual and material needs of consumers can one truly build a successful sales relationship. He emphasizes that everything is possible between action and inaction. As the chairman of Guangzhou Yimiao Industrial Co., Ltd., Che Guangping continues to push forward with bold strategies. With the rise of international fast fashion giants like ZARA and H&M in China, local entrepreneurs often express concern with the phrase, “The wolf is coming.” In this new era, business leaders must not only compete with global players but also face fierce domestic rivals. It's a tough market, where survival means securing a strong position in a more refined segment. Recent years have seen the "Yi Miao" brand grow rapidly by adopting the fast fashion model, which emphasizes quick turnaround and trend-driven sales. Today, it stands side by side with ZARA, offering a similar experience to consumers. The brand's motto reflects its core values: being ahead of the market, delivering quality, and maintaining speed in operations. Che Guangping first encountered ZARA in 1999 while visiting Rome. He was so captivated by the brand's model that he spent over 26,000 yuan in just an hour and a half. This experience made him reflect deeply on how ZARA could attract customers so effectively. After spending time outside the store, he concluded that ZARA would become one of the top global brands, and its fast fashion approach was a powerful way to connect with consumers. Upon returning to China, Che conducted extensive market research and believed that the fast fashion model had great potential. However, he soon realized that the Chinese market was different from what he expected. Instead of bringing in ZARA directly, he chose to adapt and bring in a French women’s brand called "Yi Miao," refining it to suit the local market. After three years of preparation and testing, Yi Miao officially launched in 2003. Despite the impact of SARS, the brand continued to grow, expanding to 168 large stores nationwide. Profits rose steadily, marking a significant milestone for Che Guangping and his team.

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