Buyer Model And Zara Brand Operation Case Analysis

Spain's ZARA brand, founded in 1975, belongs to Spain. Inditex One of the group's top brands is the world's third largest apparel retailer in Spain. It has more than more than 2000 clothing chains in 56 countries around the world. ZARA's scale is not inferior to that of the first Dalian lock brand GAP in the United States, and its interest rate in 2004 is higher than that in the United States. GAP More than 3.5%, its success depends on the unassailable mode of operation: the buyer's clothing business mode! The founder of fashion buyer's operation mode, Mr. Wang Shiru accepted the Inditex group's clothing brands to the 2000. Buyer operation Mode reform.

Inditex group's Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Zara and nine clothing retail brands, of which nine are the most famous brands, is the flagship brand of the company. Its brands are located in different market positioning and operation in different markets. Among them, Zara is one of the brands that are most close to buyer's operation.

Then, what aspects of the transformation of the buyer's mode of operation of clothing enterprises? Through the case of Inditex group's restructuring, we can see the process of the buyer's operation mode and the operation of the buyer.

First, training buyers group.

In the reform of the buyer's operation mode, the first thing to do is to train the buyer professionally. For Zara, more than 200 professional designers with brand names are required to train buyers.

According to the professional knowledge and operation experience of these designers, the information gap consciousness of their operation is first standardized. The design of clothing products is based on the collection of information among ordinary designers, and the collection of information comes from the information collected by designers in the market. These information will directly affect designers' design schemes. Designers will be trained for three months for buyers' operation knowledge, so that these designers can acquire the knowledge and skills of buyers in a very short time. The designers of clothing become buyers with their own precondition, that is, their sensitivity to fashion styles and the inertia of fashion.

Buyers' knowledge and skills training focuses on the following aspects:

1. Training in design knowledge.

Although some designers have been serving the brand for many years, many of them have made outstanding achievements in the field of fashion, but Wang Shiru has persisted in training all the designers of their brands. The main points of their training are the knowledge of key technologies such as clothing product design, color understanding, and pop color discovery techniques, so that the company designer clears up the practical design knowledge and skills that must be possessed by the designer.

2. Training of knowledge and skills in clothing market operation.

Buyers need knowledge of clothing market operation, and can make clear the market segmentation, market positioning, price strategy and consumption behavior of different brands. It is also necessary to have a clear grasp of competitors' market operation information. This will make the products developed by ourselves better targeted. At the same time, the marketing knowledge that different clothing styles may need will be embodied in the new clothing marketing, and the creators of these clothing products are these buyers. Buyers need to create a fashion product marketing concept to stimulate the consumption of the market while creating their own clothing products. The training of buyer's clothing market knowledge is very important. This is also the fact that buyers are different from apparel products designers only know the different points of design and knowledge and skills.

3. Training buyers to establish their own information procurement channels in the market.

Market information is the main source of buyer's clothing development with the fastest and shortest time. For Zara buyers, information determines the speed of product development and the quality of development. From the product listing of Zara now, it can be seen that some products have already appeared such products when their fashion messages are not used by other clothing brands. Moreover, the development of a small number of styles will make consumers at the expense of personalized consumption meet their psychological needs. The construction of market information network for buyers is mainly to allow buyers to establish their own hunter and probe groups in their respective market operations. These two groups are strong supporters of buyers' access to market information, or buyers' eyes. Hunter groups are the source of information for new product development for buyers, and the selling of sales information for buyers. These two groups constitute the buyer's information network.

4. Skill training for sample buying and bulk purchasing in the market.

Buyers sample clothes are purchased to improve their demand for product development. Different clothing brands in the market need to be retailing in the market. This is also the place where buyers need to analyze and purchase their styles. The sample purchased should have the practicability of its own brand product development instead of random buying.

Bulk purchase is a purchasing behavior of buyers in some OEM manufacturers. This requires buyers to plan procurement projects before purchasing. For some OEM manufacturers who cooperate with buyers, buyers need frequent patronage of their product development workshops. The style that suits oneself brand management should undertake batch purchase. These knowledge skills enable buyers not only to develop themselves in the market, but also to learn from other professional manufacturers to develop products, which effectively promotes the speed of product development and the time cycle of new styles.

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5. Store operation communication skills training

Buyers need to learn communication skills with terminal stores. Store sales should be clearly grasped, and store sales information should be used to adjust the direct proposal of product development, and less unnecessary information cycle. It can more directly reflect the sales of product styles. It is also convenient for buyers to carry out the next style development.

6. Training of shop sales analysis ability.

Through shop sales data analysis, buyers will develop their own styles of data analysis. For the selective addition of the additional styles, the styles of shops that need to be carried out in different areas will also be quickly reflected after analyzing the sales data. This also achieves the Zara brand almost no inventory.

7, buyer and buyer, buyer and enterprise coordination ability training

The professional role of a buyer is not a professional technician like a designer. They are the operators of clothing enterprises. Therefore, it is necessary to train them in operation knowledge and skills. The biggest operation point of buyer's business mode is communication and coordination between information and decision. It is necessary to teach buyers to use the skills of operators to coordinate operations with different objects so as to achieve the fastest operational results. In the market, buyers need to communicate effectively with the buyers about product development information. This is very important, because the same information may be discovered and adopted by more than two buyers. If there is no communication, it will lead to a similar style, and lose the scarcity of style sales. Enterprises set up their own internal information database, so that different buyers can accurately find out whether their new product development information has been used by other partners in the first time. It also strengthens the coordination between buyers and buyers, buyers and enterprises.

8. Training and display of clothing products and color.

The marketing and display skills of clothing products are important marketing methods under the buyer's mode, and the display of clothing products is operated in the marketing angle. In the operation of buyers, they have clear display requirements for the styles they develop. Therefore, it is necessary to train buyers to display knowledge and display them in a better way. There is also a need for better cooperation between buyers and business executives and shop sales divisions. To complete the "three hands cooperation" coordinated operation skills under the buyer's terminal operation mode. Please refer to the book shop display under the buyer's mode of operation.

The training of color also reflects the view from the practical operation of the market. Clothing products affect their lives with color, while buyers use color to create popularity and lead fashion. The key points of basic training in color are color application, collocation of colors and costumes, etc.

9. Training of operational cost knowledge.

The most important training for buyers is their cost knowledge and skills. If we do not have this knowledge and awareness, it will cause the rapid growth of product development and operation costs, which is very unfavorable for the operation of enterprises. The training of cost knowledge is embodied in the training of product development cost, the training of procurement cost, the training of information cost, and the training of cost expenditure.

The above training plays a decisive role in turning dress designers into fashion buyers.

Two. Transformation and adjustment of the organizational structure of enterprises.

Buyer's operation mode is a brand new mode of enterprise operation. Its organizational structure is mainly based on the work communication and coordination of enterprise buyers. It is not the single solid closed organization structure of traditional clothing enterprises.

The original organizational framework of Inditexwys group is also traditional. Its market operation Department is independent, and the product development department is also independent. The production department is also independent, and other departments are also in a communication system that is not communicated with or established by other departments of the enterprise.

A comprehensive reform of its organizational structure has been carried out. The enterprise organization department under the buyer's mode should be established, the functions of the Department should be standardized, and an effective communication and coordination mechanism should be established. The operation mode of the buyer is fully embodied in the weaving of enterprises. The operational efficiency of enterprises has been changed dramatically. It can also be said that the Zara brand of Inditex can achieve today's level. The full support is from the organization mode of operation of the buyer after its own enterprise restructuring.

After the reform, the departments did not have the obstacle of communication and coordination in the past, showing the use of all kinds of data in front of every department and employee in the enterprise, quickened the speed of coordination, and made the operation of their enterprises reach the fastest efficiency.

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Three, the transformation of product development mode.

Product development based on buyer's mode is a development mechanism that designers and buyers coordinate with each other. At the beginning of the Zara, the product was completely developed by the designer, so that the product development of the enterprise could not be recognized by the market. After introducing the buyer's operation mode, the buyer is the main supplier of information for product development and the main role of product development. It develops its own products for designers who are newly entered into the role of fashion designers to supplement the shortage of buyers in product style development.

The functions of buyers reflect three functions of development in Zara. First, collect the information and fashion factors of new product development, send the information of the final design of these new products to the enterprise design department, design and modify the styles by the designers, and finally complete the product development; two, independently develop the product styles, send products directly to their processing plants or processing factories, complete the production of products, send the style map and style information to the company's product development department and the Coordination Center for the record; three, use the product development results of the OEM manufacturers to purchase products in batches, which also completes the buyer's product development function.

There are three functions of a designer. One is to pick up the information for the buyer to make the modification of the style. Complete product development; two, develop products by oneself to supplement Zara's original Spanish brand style; three, collect and organize product development information. Management and maintenance of information.

Four, improve enterprise logistics distribution system

Zara's product launch is almost globally synchronous. This is mainly from the improvement of our logistics distribution system. Adopting the operation mechanism of the buyer's enterprise logistics, it has made the product quickly achieve the rhythm of listing.

The company has different distribution centers, which belong to different countries. The point is that these distribution centers are very close to their key sales and processing partners. In this way, the logistics will be fast and effective. At the same time, advanced distribution equipment also gives the most direct feedback to stores in their stores. The sharing of logistics data will directly reflect the sales volume and stock volume of goods, and facilitate the deployment and use of logistics.

Five, improve terminal store operation mode.

Clothing enterprises are generally traditional selling patterns and sitting equal sales. After the Zara terminal store was restructured, it increased to two billion from its original sales volume. The buyer's terminal store mode is to use active training shops to sell hands, shop sales divisions and shop buyers. Let them form different operation methods under the unified brand mode, so that the products and sales modes of all shops are maximized. Details are shown in the buyer's training course series, the shop sales division under the buyer's mode, the shop selling hand under the buyer's mode, and the shop buyer.

Six, the reform of the overall operation system and assessment system of enterprises.

The emphasis of the system reform is on the improvement of the collaboration system between the enterprises and the foreign enterprises, the reform of the coordination system among various departments, the collaboration system between various departments and buyers, and other institutional systems for the operation of enterprises.

The evaluation mechanism is the most distinctive feature of the buyer system in China. It quantifies the work of different departments and staff members of the enterprise, so that everyone in the company can identify the workload to be completed in a day, and has a clear working indicator and allocation method for the assignment of sudden workload, so that the overall operation of the president of the company has reached the most direct assessment.

These methods bring up the buyer's operation mode of Zara. It can be said that the buyer's operation mode of clothing enterprises is already the main business mode of clothing brand shuffling. In the near future, Zara will be landing in China (when Zara is not written into China). Its strategic intention is very obvious, that is, to seize China's largest apparel market in the world.

From the buyer's operation mode of Zara, we can see that the brand culture and brand value of clothing brand are driven by sales volume, not that the culture and value of a brand can reflect its value, but it must be tested by the market. What is the main competitiveness of clothing brands? I am greeted by countless apparel brand operators. My answer is very simple: style! No style, brand can not achieve the market, no market, no brand value. While many international brands are being restructured by buying operators, when training some international brand buyers, you will find that these brands and those who operate these brands are not only doing the whole operation from the style of the products, but will not be as practical as the domestic apparel enterprises, and focus on the pointless concept hype, which will only destroy the strength of the enterprises.

Many buyers in the domestic market seem to be very loathing about this behavior or practice for buyers. Instead, we blindly carry out product development behind closed doors. This is also an idea of insufficient understanding of buyer's operation mode. Buyer mode is to maximize the collection of market information, and then use the information to make product style restructure, to form their own product style, rather than blindly copying. I have to say something for the buyer model. Some of the international brands that are most familiar with clothes, such as IgG, OLNY, ESPRIT, and other international brands, are not used by buyers. Which one is not successful in the international market?