A Bloody Storm Between Metersbonwe And ZARA

The main competitor of the cat market is JEANSWEST.

It is understood that after the listing of Metersbonwe, competitors are no longer just local brands, it will be targeted at the leaders of H&M and ZARA international fast fashion industries.

In the United States, people in the 25 to 35 age group are still wearing a blank dress, and the clothing needs of these people have not yet been fully developed.

It is reported that most of the people aged 25 to 35 have been involved in the work, so Metersbonwe will be next to excavate this part of the people's clothing needs, positioning in the young, fashion, business workers.

It is understood that the majority of the funds raised by the United States will be used for marketing network construction, which means that "ZARA terminal has always been envious of the United States, the last channel" will again exert strength.

When ZARA's "fast fashion" meets with "fast expansion + national fashion" of mus bond, who will take the lead in the vast land of China, who will lead the Chinese fashion in the post Olympic era will be full of variables.

The strategy of chase for the US

ZARA is known as "DELL computer in fashion industry" and "Swatch watch in fashion industry". It is considered to be the most valuable brand in Europe.

ZARA is the most commendable and also the most popular "affordable fast fashion" in the industry.

From product design to finished goods arriving at stores, the marketing lead period of 12 days or so is not enough for peers.

ZARA insists on owning and running all its chain store networks, and building its own factory and logistics system. At the same time, the design team of "Trinity" (designers, market experts, buyers) will launch about 40 thousand designs every year, and 10 thousand of them will be adopted.

Its FastFashion system is based on information exchange in all parts of the supply chain, including information exchange between consumers and store managers, shop managers and market commissioners and designers, designers, and finished product line workers, buyers and distributors, storehouse managers and distribution personnel.

Through efficient supply chain integration, ZARA has achieved rapid response to the market and made it the core competitiveness of enterprises, and become a powerful weapon to hinder the entry of competitors in the future.

In addition, ZARA's super large business area, the gold business area adjacent to the top brands, and the goods that are high in time have created a strong fashion experience for the customers.

It doesn't even depend on advertising, but through the most direct channel of stores, it can stimulate consumer desire of target customers.

Coincidentally, H&M, which is represented by ZARA and FastFashion, has the same effect. From Sweden's low-end retail fashion giant H&M, in addition to the market price fixing 30% lower than ZARA, in recent years, it has been working with high fashion designers frequently to enhance the value of its products.

The ultra low price strategy and the high-end product concept have overturned the popular brand's mediocre, cheap and luxury brands, and have satisfied the appetite of the masses.

The United States has made a big fuss about marketing network construction, and still maintains the business model of "franchising and direct sales".

Of the 68 new stores planned by the US group, 31 are direct flagship stores and direct store image stores, 37 are flagship stores and strategic franchise stores.

The number of new shops is only 3.08% of the total number of shops, but the average area is less than 200 square meters.

Compared with previous channel development, a new round of marketing network construction emphasizes the strategic joining of the image store and the flagship store. The new strategic alliance image store and flagship store will be purchased by the US and the long term lease, and then be granted to franchisees for operation.

In this way, the company has gained valuable store resources for strategic development, and strengthened the control over franchisees in the fierce competition of brand.

Therefore, the channel construction plan of the United States of America has actually strengthened and expanded the original channel, and has not affected its business mode.

The 68 new stores planned by the United States are all flagship stores and image shops, with a total area of 96 thousand and 500 square meters, accounting for 27% of the total store area at the end of 2007.

This is the further development and deepening of its strategy in recent years.

The big store strategy is one of the strategies adopted by many brands in channel construction. Apart from the United States, many famous clothing brands are actively building large stores.

In addition to the clothing industry, Gome, Suning, best buy, apple, NOKIA and other electrical and electronic retail enterprises are also unwilling to lag behind.

Large area sales terminal construction has become the development trend of the retail industry.

The large, comfortable and beautifully decorated large shops not only provide customers with a pleasant shopping environment, but also play a good brand and product publicity effect.

Although in recent years, the United States has been implementing the big store strategy, but so far, most of the company's shop area is small, has become one of the constraints of business development.

Up to now, the average area of the existing shops is only 171 square meters, which is quite different from that of ZARA's 1128.9 square meters and H&M's 1201 square meters.

After the launch of the new brand ME&CITY, the company needs to display the new brand and create new brand through the larger flagship store and image store.

To successfully extend the product line and enhance market share, mates Bon will rely on the construction of the core business circle and shops with an area of more than 500 square meters, and gradually expand the existing single store area of less than 500 square meters of the existing 95%, or turn some small shops into single brand stores.

The average area of the shops that they raise funds for construction is more than 1400 square meters, just to meet this strategic need.