Nocky Fashion: "National Fashion" is not just a slogan

In the domestic situation of many traditional shoes and apparel brands with high inventory and closed stores, the “fast fashion” brands at home and abroad have taken the opportunity to accelerate their expansion in the domestic market and perform well. According to statistics, as of the end of August, ZARA, H&M, Uniqlo, GAP and other four major international “fast fashion” brands have reached 562 in mainland China. Among them, the largest number of Uniqlo stores is 225. The head of these brands is also a frequent guest on the World Forbes rankings. In the latest list, the heads of ZARA, H&M, and Uniqlo ranked third, 12th, and 66th respectively.
The domestic "quick fashion" brand Nogi, with its high price-performance products and meticulous membership services following the popular market, has been widely recognized by consumers, and its development in recent years is remarkable. It is understood that in the overall downward trend of the Chinese shoe brand in 2012, the sales of Norwich continued to maintain its growth. In the first half of this year, it also increased by a certain extent compared to the same period of last year.
From this point of view, the popularity of the "Fast Fashion" brand in the Chinese market is evident. The development of domestic "fast fashion" brands such as Nochi has also received more and more attention and recognition from consumers.

Noci sixth-generation image store appearance

Brand Strategy Upgrade Mainly "Fast Fashion"
Before and after the National Day, the advertisements of Noch’s theme “Fashion Revolution” landed on major theaters and building screens throughout the country. The novel and unique advertising ideas and brand slogans “Let’s get away from fashion” were impressive. It is understood that this advertising blockbuster has promoted its brand-new brand proposition: Knock will launch a "fashion revolution" by fully developing "fast fashion", returning fashion to the masses, realizing popular fashion, allowing fashion and Chinese consumers. There is no distance.
It can be said that the opening of a large-scale new store in the city of Noci is a major action after its brand strategy upgrade this year, and this group of new store openings are not only well-prepared by the Noche marketing team, but also the perfect “member database”. Marketing, a large part of the credit will be attributed to Noci this year's strategic adjustment and upgrading of product positioning, terminal image and other aspects.
The reporter came to see a shop in which Noci is located in Jinjiang. The store has adopted the latest sixth-generation terminal image decoration. It has a unique style and is simple and concise, attracting passers-by to watch the store. The goods in the store are also more "fast fashion" features: fashion, parity. According to the store's personnel, the current Noci product is suitable for 25-35 year-old middle-aged fashion men, and cost-effective, very popular with consumers.
"'Fast fashion' products, style update speed, but also closely follow the international fashion trends, coupled with low prices, easy to make consumers feel good and cheap, buy or not are addictive. This is the core of fast fashion competition Force lies.” The store manager told reporters: “This year, we are focusing on the needs of the younger generation of consumers. The products are brighter and younger, and the colors are more colorful and more closely matched with the needs of the masses.”
With many years of experience in the development of "fast fashion," Norwich has been upgrading its brand strategy this year, striving to develop "fast fashion" and aiming to launch a "fashion revolution."

Noci sixth-generation image store inside map (a)

Noci sixth-generation image store map (2)

"National Fashion" is not just a slogan <br> It is understood that in addition to many domestic clothing brands studying ZARA, Uniqlo and other "fast fashion" brand development "fast fashion" model, in recent years, China's sporting goods brands have also begun to suffer from inventory pressure. Try to transform the "fast fashion" field. According to relevant media reports, Li Ning, once the oldest player in the field of sports in China, has taken the lead in making adjustments and began to learn “fast fashion”. He and Nuochi co-founded Dehui in Quanzhou, Fujian Province, and will also make the biggest adjustment since the establishment of the company. , from the traditional sports brand to the "fast fashion" brand transformation.
Why is "fast fashion" gradually gaining attention and recognition from China's footwear industry and market?
“For a long time, when people talk about fashion, they think of high prices and limited products. They believe that leadership trends and the pursuit of fashion are only patents for high-end and minority people. However, the consumption structure of Chinese society And changes in market demand have determined that 'the public's fashion' has been increasingly recognized." Ding Hui, chairman of Nochi said.
The consumption structure of Chinese society is close to that of the pyramid. The high-end consumer groups are at the spire, and the general consumer groups are at the bottom of the tower and at the bottom of the tower. At present, China has a population of over 1.3 billion, and the mass groups constitute a large consumer group. In today's era of rapid economic development and informationization, they accept fashion information and the pursuit of fashion, and there is no difference with high-end consumer groups. They are quickly and quickly dyed. However, while they are pursuing fashion, they also demand closer prices. Consumers are more rational and pursue "conditional fashion."
“So, China’s market needs a revolution to popularize fashion, return fashion to the public, and truly realize the people’s fashion. This revolution does not need to be too long. The development of the mass fashion industry in China in recent years has given way. We saw hope. So, at this time, Nuoqi proposed the "fashion revolution" call." Ding Hui said.
200 years ago was Europe, 100 years ago was the United States, and 50 years ago was Japan. In the next 30 years, China will take over the baton of the world's most promising market.
According to industry insiders' predictions: After China's clothing has experienced the brand-creating era in the southeastern coastal areas, the next "golden age" of clothes will surely be the "fast fashion era." ZARA, H&M, etc. are merely individual representatives of “fast fashion”, and more “fast fashion” brands and even brandless “fast fashion” products will emerge like waves. This is undoubtedly a major development direction for domestic footwear brands.