近期，在杭州、上海、武汉等城市，又能看到Forever 21的身影。 这是时隔1年，Forever 21 第四次进入中国市场 。而在Forever 21进进出出的这些年里，其他 外资快时尚品牌也没有闲着。H&M正加速旗舰化布局，上海淮海路旗舰店计划9月重开； ZARA近期则推出黄油小熊快闪活动，通过联名热门IP吸引更多消费者。 外资快时尚品牌对中国市场依然"执着"。里斯战略咨询中国区副总裁罗贤亮在接受21世纪 经济报道记者采访时直言，"中国作为全球最大消费市场之一，始终是快时尚品牌的战略 要地。" 在时尚产业独立分析师、上海良栖品牌管理有限公司创始人程伟雄看来，" Forever 21 三 次入华失败却仍选择第四次尝试，恰恰体现了外资品牌对中国消费市场的重视与坚持，这 种韧性值得本土品牌学习。"但不可否认的是，中国市场早已发生了翻天覆地的变化。他 进一步指出，在供应链的上新速度和采购的快反速度上，中国电商市场的表现非常突出。 相比之下，即便是那些以"快"为特点的国际快时尚品牌，进行全球采购，在这两方面也难 以与之抗衡。 重返中国 今年6月，Forever 21母公司Authentic Brands Group ...

来源：21世纪经济报道 近期，在杭州、上海、武汉等城市，又能看到Forever 21的身影。 这是时隔1年，Forever 21第四次进入中国市场。而在Forever 21进进出出的这些年里，其他外资快时尚品牌也没有闲着。H&M正加速旗舰化布 局，上海淮海路旗舰店计划9月重开；ZARA近期则推出黄油小熊快闪活动，通过联名热门IP吸引更多消费者。 外资快时尚品牌对中国市场依然"执着"。里斯战略咨询中国区副总裁罗贤亮在接受21世纪经济报道记者采访时直言，"中国作为全球最大消费 市场之一，始终是快时尚品牌的战略要地。" 在时尚产业独立分析师、上海良栖品牌管理有限公司创始人程伟雄看来，"F21三次入华失败却仍选择第四次尝试，恰恰体现了外资品牌对中国 消费市场的重视与坚持，这种韧性值得本土品牌学习。"但不可否认的是，中国市场早已发生了翻天覆地的变化。他进一步指出，在供应链的 上新速度和采购的快反速度上，中国电商市场的表现非常突出。相比之下，即便是那些以"快"为特点的国际快时尚品牌，进行全球采购，在这 两方面也难以与之抗衡。 图片来源：IC photo 重返中国 今年6月，Forever 21母公司Authentic B ...

Core Insights - Forever 21 is making its fourth attempt to enter the Chinese market, highlighting the brand's persistent interest in this significant consumer market despite previous failures [1][4] - The collaboration with Shanghai Chengdi, backed by Vipshop, aims to leverage digital capabilities and enhance market presence through a combination of brand and platform advantages [2][3] - The fast fashion landscape in China has evolved significantly, with local brands gaining traction and international brands facing challenges in adapting to consumer trends and preferences [9][10] Group 1: Company Strategy - Forever 21's new strategy includes a focus on digital marketing and e-commerce, with plans to revamp its online store and expand offline retail channels [3][2] - The brand's previous attempts in China were hindered by a lack of effective localization and failure to adapt to the rapid changes in the market [8][7] - The partnership with Vipshop is seen as a way to overcome past digital shortcomings and enhance overall channel capabilities [2][3] Group 2: Market Dynamics - The Chinese fast fashion market has shifted, with local brands like UR and Taiping Bird rapidly filling market gaps, while international brands struggle to maintain relevance [9][10] - The competitive landscape is characterized by a growing divide among consumer segments, making it difficult for any single fast fashion brand to dominate [9][10] - International brands, including H&M and Zara, are increasingly focusing on localization and optimizing their supply chains to better compete in the Chinese market [10]

（原标题：Forever 21第四次入华，但快时尚江湖已变） 21世纪经济报道记者 易佳颖 实习生 黄诗茹 近期，在杭州、上海、武汉等城市，又能看到Forever 21的身影。 这是时隔1年，Forever 21第四次进入中国市场。而在Forever 21进进出出的这些年里，其他外资快时尚 品牌也没有闲着。H&M正加速旗舰化布局，上海淮海路旗舰店计划9月重开；ZARA近期则推出黄油小 熊快闪活动，通过联名热门IP吸引更多消费者。 外资快时尚品牌对中国市场依然"执着"。里斯战略咨询中国区副总裁罗贤亮在接受21世纪经济报道记者 采访时直言，"中国作为全球最大消费市场之一，始终是快时尚品牌的战略要地。" 在时尚产业独立分析师、上海良栖品牌管理有限公司创始人程伟雄看来，"F21三次入华失败却仍选择第 四次尝试，恰恰体现了外资品牌对中国消费市场的重视与坚持，这种韧性值得本土品牌学习。"但不可 否认的是，中国市场早已发生了翻天覆地的变化。他进一步指出，在供应链的上新速度和采购的快反速 度上，中国电商市场的表现非常突出。相比之下，即便是那些以"快"为特点的国际快时尚品牌，进行全 球采购，在这两方面也难以与之抗衡。 重返中国 ...

Core Viewpoint - The carbonated beverage market, valued at over 1 trillion yuan, is facing new challenges as domestic brands like Daya Beverage introduce innovative products such as Ice Red Tea Cola, directly competing with Coca-Cola and PepsiCo, which dominate the market [1][5]. Group 1: Market Dynamics - Daya Beverage announced the launch of Ice Red Tea Cola, combining flavors of iced tea and cola, aiming to compete with Coca-Cola and PepsiCo [3]. - Domestic brands like Yuanqi Forest, Zhenzhen, and Unification are increasingly introducing new cola products, intensifying competition in the soft drink market [1][4]. - The carbonated beverage market in China was valued at approximately 123.2 billion yuan in 2023, with cola accounting for 45%-50% of the market, indicating a significant opportunity for growth [5][6]. Group 2: Consumer Trends - There is a growing consumer demand for innovative flavors and local brands, leading to a shift in market dynamics as domestic brands leverage their local advantages to capture market share [4][6]. - The trend towards health consciousness is prompting major players like Coca-Cola and PepsiCo to adapt by introducing low-sugar and no-sugar options [8][9]. Group 3: Competitive Landscape - Coca-Cola and PepsiCo reported stable performance in the Chinese market, but acknowledged the challenges posed by rising local competition and changing consumer preferences [8][9]. - Daya and Zhenzhen are focusing on differentiated products to attract younger consumers seeking unique flavors, thereby avoiding direct competition with the core products of Coca-Cola and PepsiCo [6][7]. - The rise of domestic brands is contributing to a significant shift in market share, with traditional carbonated drinks facing competition from ready-to-drink tea and other beverage categories [7].

Core Viewpoint - The article discusses the decline of Häagen-Dazs in the Chinese market, highlighting its struggles against cheaper ice cream brands and changing consumer preferences, leading to a significant reduction in store numbers and sales [1][3][19]. Group 1: Company Performance - Häagen-Dazs' net sales in China for the third quarter of fiscal year 2025 were reported at $138 million, reflecting a year-on-year decline of approximately 3.2% [3]. - The number of Häagen-Dazs stores in mainland China has halved from 557 in 2019 to only 263 currently, indicating a severe contraction in its physical presence [4]. - The CEO of General Mills acknowledged a double-digit percentage decline in store traffic for Häagen-Dazs in China [3]. Group 2: Market Dynamics - The rise of affordable ice cream brands has shifted consumer preferences, with many opting for lower-priced options, making it difficult for Häagen-Dazs to attract customers [6][29]. - Häagen-Dazs was once perceived as a luxury brand, but its image has deteriorated as consumers now view it as overpriced and outdated [22][29]. - The competitive landscape has intensified, with local brands like Zhong Xue Gao and others introducing innovative and cost-effective products that challenge Häagen-Dazs' market position [22][28]. Group 3: Consumer Sentiment - Consumers have become more price-sensitive, with many expressing disbelief at Häagen-Dazs' high prices compared to similar products available at much lower costs [21][30]. - The nostalgia associated with Häagen-Dazs has not translated into sustained consumer loyalty, as younger generations prioritize value and health in their purchasing decisions [19][30]. - The perception of Häagen-Dazs as a "high-end" product has been undermined by its recent controversies, including the use of inferior ingredients, further alienating its customer base [22][29].