Title Page
ABSTRACT
Contents
I. Introduction 13
II. The History of E-Land Group 15
III. The History of SPAO 22
1. SPAO in Korea 24
IV. SPAO's Operation Model: SPA 26
1. The definition of SPA 26
2. SPA's advantages: Comparison to an SCE model 29
V. The clothing industry trends 33
1. The global clothing industry trends 33
2. Industry trends in China and Korea 35
(1) Korea's clothing industry 37
(2) China's clothing industry 39
VI. China's second and third-tier cities market 45
1. Chinese city classification 46
(1) Economic environment of China's ordinary second and typical third-tier cities market 49
2. Chinese fast fashion clothing consumer current situation 56
VII. Localization of SPAO in the second-and third-tier cities of China 59
1. Consumer group survey on fast fashion brands 60
(1) Descriptive statistics 60
(2) Cross analysis 74
2. Localization Strategy 79
(1) Price strategy 79
(2) Product 83
(3) Place 87
(4) Promotion 88
(5) Strategies 89
VIII. Conclusion 92
References 95
Appendix 98
1. Survey 98
2. 국문초록 108
〈Table 1〉 Volume of offline store in China & Korea 25
〈Table 2〉 The list of second-and third-tier cities in China 48
〈Table 3〉 Basic information of sample characteristics 61
〈Table 4〉 Descriptive statistics of monthly consumption levels (us... 62
〈Table 5〉 Description statistics of how to buy clothes at ordinary times 64
〈Table 6〉 As consumers, the most important aspects when buying... 65
〈Table 7〉 What do you think should be paid attention to in fast fashion... 65
〈Table 8〉 What do you think are the disadvantages of fast fashion... 67
〈Table 9〉 Whether you have purchased the following fast fashion... 68
〈Table 10〉 As a clothing consumer, which of the following styles do... 69
〈Table 11〉 How do you receive fast fashion information... 70
〈Table 12〉 Times of purchasing clothing per week 71
〈Table 13〉 How much does it cost to buy clothes per month (US dollar) 73
〈Table 14〉 What price range do you think fast fashion clothes should... 74
〈Table 15〉 Cross-tabulation of gender and "monthly clothing... 75
〈Table 16〉 Whether you have purchased the following fast fashion... 76
〈Table 17〉 Gender and style cross-analysis 77
〈Table 18〉You think fashionable clothes; which side should pay... 78
〈Table 19〉 UNIQLO price architecture alongside biggest competitors 80
〈Table 20〉 Cross-analysis of questions 9 and 10 in the questionnaire 90
〈Table 21〉 Cross-analysis of questions 8 and 9 in the questionnaire 90
〈Figure 1〉 E-Land brand structure 20
〈Figure 2〉 SPAO's revenue in five-years 25
〈Figure 3〉 SPA model 30
〈Figure 4〉 Normal Single clothing supply chain model 31
〈Figure 5〉 Respondents from five countries and regions purchase... 35
〈Figure 6〉 Main drivers for consumption (4 main drivers) 36
〈Figure 7〉 GDP of second-tier ordinary cities and third-line cities 49
〈Figure 8〉 retail price index of clothing, shoes and hats in China 50
〈Figure 9〉 Per capita disposable income of second-tier cities residents... 51
〈Figure 10〉 Per capita disposable income of third-tier cities residents... 52
〈Figure 11〉 Consumer spending and increasing ratio of second-tier... 53
〈Figure 12〉 Consumer spending and increasing ratio of third-tier... 54
〈Figure 13〉 The volume of fast fashion in clothing market 57
〈Figure 14〉 Increasing volume and ratio of Chinese men's clothing 58
〈Figure 15〉 Increasing volume and ratio of Chinese women's clothing 59
〈Figure 16〉 Monthly Spending (US Dollar) 63
〈Figure 17〉 How to buy clothes at ordinary times 64
〈Figure 18〉 Weekly purchase clothing times 72
〈Figure 19〉 How much do you cost to buy clothes per month (US dollar) 73
〈Figure 20〉 What price range do you think fast fashion clothes should be in (US Dollar)(내용없음) 11