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2008年2月,服装专业媒体对CC&DD品牌的“平价时装倡导者”定位引发了一场行业讨论。本刊以《当H&M遇上CC&DD——平价时装在中国》为题,分析解读了来自英伦的平价时尚品牌CC&DD的运营模式,并在文中断言:CC&DD的运营模式比ZARA和H&M等平价巨头更本土化,更适合向中国广大的二三线城市纵深发展。10个月过去了,“平价时装倡导者”究竟发展得如何呢? CC&DD品牌的中国代理商、上海山·考特服饰有限公司以200家店铺的开拓实绩,“力挺”了本刊的“断言”。再来看看H&M。据H&M官方网站显示,H&M目前在中国共有13家店,包括香港4家、南京2家、上海4家、深圳1家、无锡1家、常州1家。而据其瑞典老家的《中国业务》杂志报道,目前H&M尚未在北京、广州等大城市开设专卖店,主要原因是尚未在市中心找到合适店面。英国《卫报》曾经为“平价时尚”造了一个新词“McFashion”(国内译作“麦时尚”),前缀Mc取自McDonald's,意思是拥有麦当劳式的快速。事实上,无论是H&M还是CC&DD,她们成功的原因之一是:不引导流行,而是将流行普及化。通过与CC&DD中国代理商、上海山·考特服饰有限公司董事总经理由东平先生的深度访谈,我们再次探讨平价时装品牌在中国的市场前景。
In February 2008, the Apparel Professional Media led to an industry debate on the “cheap fashion advocate” position of the CC & DD brand. In this essay titled “When H & M Encounters CC & DD - Cheap Fashion in China”, the article analyzes and analyzes the operation mode of CC & DD, a cheap fashion brand from England, and asserts in the article that CC & DD has a more operational mode than the parity giants such as ZARA and H & M Localization, more suitable for China's vast second and third tier cities in-depth development. 10 months have passed, “cheap fashion advocates ” how well developed? CC & DD brand of Chinese agents, Shanghai Hill Court Clothing Co., Ltd. to develop the performance of 200 stores, This issue of “assertion ”. Come take a look at H & M. According to H & M's official website, H & M currently has 13 stores in China, including 4 in Hong Kong, 2 in Nanjing, 4 in Shanghai, 1 in Shenzhen, 1 in Wuxi and 1 in Changzhou. According to its own home business in Sweden, “China Business” magazine reported that H & M has not yet opened stores in Beijing, Guangzhou and other major cities, mainly because there is not yet found a suitable storefront in the city center. The British newspaper The Guardian once created a new word for McFashion for “cheap fashion,” with the prefix Mc taken from McDonald's, meaning McDonald's is fast. In fact, one of the reasons for their success, be it H & M or CC & DD, is not to lead the epidemic but to popularize it. Through in-depth interviews with Mr. Dong Ping, the managing director of CC & DD China Agent and Shanghai Hill Court Fashion Co., Ltd, we again explore the market prospects of cheap fashion brands in China.