Performance Analysis of China’s Fast Fashion Clothing Market Based on SCP Model

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 structure is analyzed. In order to analyze the market performance of China's fast fashion clothing market, digital non-price behavior and organizational adjustment behavior of increasing the number of stores are used to analyze the market performance of China's fast fashion clothing market.