Hair Accessories For ZARA

Two or three years ago, we began to get to know and pay attention to the wig industry.

The industry is different from mature clothing.

Then, how do we not go back to the old way of Rebecca and avoid the traditional low end?

Not long ago, with the same problem, I had the opportunity to visit several consulting agencies.

In the initial communication, everyone invariably mentioned a case -- ZARA.

As for its example, I believe there are many viewpoints, and many people are secretly trying to imitate or learn.

Now that we all mentioned learning ZARA together, I believe there is definitely a place for wigs to learn.

But the question is how to learn?

What to learn?

Is everyone suitable for learning?

Before asking for a lesson, ask three questions.

ZARA, hair ornaments belong to the same category, a basic attribute.

ZARA is so successful that there are some unique features in its operation.

Combined with the current situation of Rebecca and its industry, it is considered that the wig industry needs to solve several key problems of its own when it comes to learning ZARA.

1, is it consistent with your strategic plan for the next 35 years?

Strategic planning is to solve what kind of market you want to eat in the next few years, what kind of group meals and how to eat quickly and efficiently.

In the wig industry, for example, Rebecca can't imitate it. Lu queer can't imitate it. The strategic positioning is different. The brand of high-end brand means that you can't expect them to bend the upper body and cater for the fashion of the public.

Therefore, it is suitable to enter the brand of the popular class, and is determined to eat the brand of this group of rice.

If you want to eat this bowl of rice, this means that your competition direction, capital match and consumption needs must be highly consistent.

Further, competitors are no longer confined to Rebecca, and there are public channels and potential competitors, such as hair salon. Are corporate decision making or capital willing to abandon high-end fat?

Is there enough support to allow you to continue to support your actions for a year and a half after burning money?

Is the consumer market you are concerned about? Is there any potential room for the next 35 years?

Once you have decided to eat this bowl of rice, comb through these levels of problems, then this road you might as well learn to walk around!

2, is it consistent with your brand positioning?

If you go the way of low-end brand, it means that you learn ZARA is like a beef noodle shop in the golden commercial area, a bowl of seven or eight yuan per unit price, it is difficult to support your huge monthly expenses, it is unnecessary and meaningless. If you take the high-end group, if you go to the ZARA high profile and fast layout, it will be like buying a Mercedes Benz in the salaried residential area.

It's not the right way!

How many rich people have you seen, like the bustle of the market, the same high-profile and explicit procurement?

The strategic positioning mentioned above has a deep meaning to express your brand name.

If we want to be fast fashion, if we are divorced from the masses, we will catch up with others, so we have to seize the mental resources of this part of the public.

Once you are sure that this group is your favorite, then the king will look at the mung bean.

3, do your internal and external resources have the same advantages as ZARA?

Everyone is envious of the aura of success, but few people pay attention to what is behind their aura.

Although we all know that it is worthy of imitation or reference, it is by no means copying or duplicating.

The matching ability of resources is different, which means that it is impossible to make second ZARA by copying or copying.

In fact, some people have made a brilliant analysis. ZARA has been successful in recent years. It can be divided into four factors: having a large group of designers; the company itself has 9 garment factories; from the new planning to the production and production, it can be completed within a week; the delivery speed of ZARA is fast; a variety of small business practices are adopted; every 3 weeks, all goods in the clothing store must be renewed.

In short, ZARA's resource advantages can be summarized as R & D, production, logistics, listing and elimination. Besides, besides, there are advantages of soft power such as scale and talent.

Ordinarily, each of these enterprises involves, but whether we can systematically support hundreds of thousands of stores quickly, we need to weigh each other.

If the wig brand enterprises ensure that they can remain at the forefront of their counterparts in these areas, they can learn from their operations. If they have not yet achieved, it is better to concentrate on the development of dots.

Five points, ZARA

Four or five years ago, when visiting business environment on business trip, I had a special visit to a shop in ZARA.

At that time, the general feeling was: 1, the atmosphere was very large, the storefront was bigger, the decoration style was also very atmospheric, giving the whole person a kind of big card demeanour; 2, very fashionable and rich in style.

Although the quality is general, but most of the price is up to date, and the innovation is faster. It is also a great feature. 3, shopping is very good. It's very relaxing to enjoy your buffet.

To tell the truth, from the appearance, ZARA does give people a very modern sense of fashion. The style of decoration is also pressing on the upper and middle brands. It is really hard to make sure that some people who are sack on their wages depend on their wages.

Go in and turn around, feel that many styles and varieties, and the price is not unusually expensive.

Under the rough observation, there are many young girls in the shops, but there are other mature women.

It seems that very few people are wandering in the distance after everyone enters the shop. Everyone can't wait to pick up one, put down one, hold it in their hands, and look in their eyes. This atmosphere is wonderful!

Based on the above, it is considered that the hairdressing industry should draw lessons from the following aspects:

1, site selection and decoration mode

Location, decoration atmosphere, fashion, concentrated layout in the local main business district is prosperous and eye-catching, compared to the international brand store.

2. R & D design capability

It is not always up to ZARA. Every 3 weeks, all the items in the clothing store must be changed completely. Only the first in the wig industry can be introduced.

Even if we fail to achieve the first goal, we must strive for a unique position on R & D design.

3, refers to the brand concept of high and low price.

Your group positioning is 500 yuan, must give your customers to create a more than 1000 yuan shopping psychology and feeling!

In other words, if you originally sold the public, you might as well decorate and build your hardware according to Mercedes Benz 4S, so that your customers can feel the value of their identity and value after coming in.

Of course, the premise is to tell your target consumer groups, let them know your brand proposition and ideas, do not ignore the communication and notification, into a prohibitive position.

4, shopping atmosphere

The atmosphere is not only the size of your store, but also your service level and professionalism. You are a salesperson who sells a wig, but it gives you a sense of professional image designer, so that your target consumer group will feel that she knows everything about you, and every time you come, you can get some good information and beautiful suggestions.

At the same time, let customers willing to stay in your shop, give enough room for experience.

On the contrary, those who enter a customer, one or two customers take turns pushing and stare at the customer's purchase mentality will only make customers uncomfortable, not embarrassed, and more embarrassed to experience.

To do this, it is natural to enhance and consolidate your brand premium capability.

5. Variety of styles

There are 50 products in the same brand store, you shop as high as possible, and the other side will be listed on the market every month, 5 out of the 10. You may as well speed up the amount of them. After a long time, customers will know and feel it!

The above is part of the learning for wig enterprises.

In addition, I believe that learning and learning are necessary. What is the key to learning?

The whole reception is not desirable, and it is hard to achieve.

Study in a qualified way and do it with special features.

According to the comprehensive analysis, the hairdressing brand with limited strength and limited resource matching capability is suitable for spot layout and image benchmarking.

Many strategies and progress are the only way to survive and develop for a long time.