Chinese Clothing Brand Imitates ZARA? And It Looks So Beautiful.

As China's fashion consumption is becoming more and more turbulent, more clothing companies hope to provide reference for their development through successful commercial brand models. Among them, the most popular brands in China's clothing industry are fast fashion international brands such as ZARA, ONLY, Jack & amp; and so on.

When a Chinese company hopes to achieve the replication of this model through its own efforts to achieve the rapid development of its own brand, they are not so beautiful on the surface.

First, let's take a look at how ZARA expands its industry to all parts of the world, and how to improve their products in various regions.

Fast consumer market feedback and abundant product design sources.

Scattered in nearly 1000 ZARA stores in 64 countries around the world, the latest information on consumer market is collected by the shop assistants.

The headquarters decides which styles can increase similar products or stop production.

Shoppers can contact the marketing manager at any time when they receive any response from customers.

The design department immediately stops or improves the design according to market information.

ZARA is at the headquarters of the 300 person design center, never holding fashion shows, even because of frequent changes in clothing styles, even clothing catalogues do not.

ZARA is market-oriented and production oriented, and designs products at any time in response to market changes.

ZARA designers do not try to create popularity, but they must master the fashion. They often travel around the world to see the exhibition and understand the market dynamics, and immediately integrate these elements into the new design.

In order to quickly update, ZARA launches more than 20 thousand new designs in one year, and 70 new designs will be produced in one day.

Efficient integrated production mode and high-speed logistics distribution system.

The factory staff received the designer's prototype cut, which was typed on the computer with the most cost savings.

After the cloth is cut, the cloth is packed in different parts according to the garments and sent to the factory for production.

In pursuit of speed, more than 50% of the foundries are located in the vicinity of Spanish headquarters, as well as Morocco and Portugal.

The products of any OEM will eventually be concentrated at headquarters, and then unified distribution.

ZARA headquarters has the longest underground garment track in the world.

After the factory was finished, a batch of garments were sent back to the ZARA factory for quality inspection and packaging through the automatic track in the underground tunnel, which stretches for more than ten kilometers.

The staff of the ZARA factory are responsible for ironing, quality testing and labeling.

The packaged garments are automatically classified by carrying tracks and sent to the clothes rack representing the markets of various countries. Then, according to the barcode on the packaging, the conveyer belt is divided into the loaded containers on behalf of all the stores. The logistics center can handle 60 thousand clothes in 1 hours, and finally the boxes are pported by freight cars. ZARA is shipped around 2 million 600 thousand logistics clothes in the logistics center of the main gate.

No matter where it is pported to the world, ZARA's new clothes will arrive at the store within 48 hours at the slowest speed.

Products to the European market are shipped by truck, leaving the European market, for example, to the United States and Asia.

The market rhythm of "high and low walk" and "hunger" therapy set by terminals.

Since its establishment, ZARA has never advertised.

No matter which city you go to, you must choose on the busiest street and stand with the most famous brands in the world.

Though grabbing the fashionable street, ZARA claims to be "affordable by everyone". Its price is only 1/10 to 1/5 of big brands, but it creates luxurious wind.

ZARA is a popular clothing store, but the speed of changing home is like convenience store.

Deliver two times a week; the longest time from a design to a store is not more than 14 days.

Within 48 hours, any garment microelectronics technology will be pported to stores around the world with the rapid logistics system.

For the sake of speed, a year ago, all kinds of fabrics had been purchased and placed in the warehouse near the design center.

In the way of "From EMKT.com.cn", the "freshness" time of every garment in the store is very short. Every consumer, like shopping in a supermarket, is probably the last ZARA garment in this area.

The competition between consumers and consumers in product purchase will lead to the formation of the so-called "seller's market" in the market.

Highly integrated production system and terminal with high resource allocation.

ZARA production center of gravity above 50% is attached to Spain headquarters.

Production in other EU countries accounted for 20%, while in Asia it was less than 30%.

Why does ZARA dare to subvert the "out-sourcing" low cost outsourcing mode instead of adopting the "near-sourcing" higher cost, but the mode of subcontract which is closer to Spain?

ZARA is not thinking about how expensive the cost is, but how high the profit is!

Quick reaction is their source of profit.

There are 11 factories next to Spain's headquarters, and there are countless factories in the two hour drive. Although Spain has higher wages than Asia, it is "most important".

ZARA no matter sales growth rate, profit margin and internationalization speed are higher than GAP or H & M 10%.

Interestingly, the success of ZARA is a vertically accepted pattern.

From procurement, design, production, logistics to storefront, ZARA mostly does its own business. All stores are self operated. Only a small number of markets are too small or cultural barriers are too big to find agents.

Because ZARA thinks they are the fastest, they think they can only be the fastest and the fastest communication.

Through the above, we can see that ZARA's consumption hot spots in terminal are closely related to its powerful resource management and market integration capabilities.

Often, many Chinese enterprises only see the marketing point of ZARA in the market, but fail to penetrate its implicit business strategy.

Therefore, there are still the following distances when Chinese clothing enterprises follow suit.

1, the weakness and imperfection of the R & D system affect the market terminal performance.

Product design and R & D require accurate market judgement and business experience.

For the existing garment enterprises in China, the process of human resource management, training and upgrading is still to be solved, and more importantly, the lack of existing design power in China.

Current fashion design