TITLE:
Performance Analysis of China’s Fast Fashion Clothing Market Based on SCP Model
AUTHORS:
Lu Ge, Xuran Sun, Chenggang Li
KEYWORDS:
Fast Fashion Clothing, SCP Paradigm, Structure, Conduct, Performance
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.1,
December
19,
2018
ABSTRACT:
China’s fast fashion clothing market is dominated by Uniqlo, ZARA and H & M, supplemented by other fast fashion clothing brands. This paper uses SCP paradigm to analyze the fast fashion brands in China’s clothing market. By dividing the market structure of China’s fast fashion clothing, it is concluded that the market structure of China’s fast fashion clothing is oligopoly III, and the cost oriented price behavior of enterprises in the oligopoly market struc-ture is analyzed. In order to analyze the market performance of China’s fast fashion clothing market, digital non-price behavior and organizational ad-justment behavior of increasing the number of stores are used to analyze the market performance of China’s fast fashion clothing market.