Analysis Of Chain Logistics Of The Three Largest Apparel Retailing Giants In The World

In the past 11 months, the biggest clothing retailer in the United States Cape company (GAP) all the first 4 stores in China have been unveiled. So far, Spain's Inditex group (ZARA), the US GAP and Sweden Hennes&Mauritz (the "H&M") are among the top three fashion retailers in the world.

From ZARA and H&M, which have entered China for three or four years, China is becoming a "world market". China is a great help to it. Has the newly arrived GAP copied the success of the first two? Many people are not optimistic because "it's too late".

Yang Deming, President of GAP China, does not agree with this view. He said that in China, no chain clothing seller occupies a large market share, and there is still room for development.

The competition for China's apparel retail industry, which is among the three giants, is probably just now. Unveiling 。

ZARA: only fast.

In terms of revenue, the world's largest fashion chain corporation is currently Spain. Inditex Group ZARA is its main force, contributing more than 70% of sales.

In February 2006, ZARA opened in Nanjing West Road, Shanghai, the first store in China. This store, located on the opposite side of Hang Lung Plaza, has become a classic case in the industry. In order to open in the most prosperous area, it waited patiently for a year, until a small berth lease expired, and then through the ingenious design, the outside world could no longer see the small shops in the past. mark 。 {page_break}

On the first day of its opening, the store created a record of 800 thousand yuan of daily sales, so that competitors have been talking about it. It is reported that ZARA's store design in China has been copied from Europe, and even the clothing props are shipped from Europe. Due to cost factors such as freight, ZARA's clothing in China is selling around 30% more expensive than Europe.

ZARA this store strategy comes from the idea of its founder, Ortega, a clothing salesman. Ortega has been a low profile, never interviewed, and ZARA has always been inclined to do less advertising strategies, and ZARA is more inclined to open more stores with earnings than to spend a lot of money on media and market activities.

Every time a new market is landed, ZARA will first open a shop in the most prosperous section of the big city center, then extend its tentacles to smaller towns, and let the brand influence radiate across the country without advertising. It's like a drop of oil spreading slowly on the fabric surface. In Inditex group, this strategy is called "oil pollution mode".

ZARA production base in Spain, only the most basic style clothing in Asia and other low-cost areas production. ZARA has set up 20 highly automated dyeing and cutting centers, and has outsourced human intensive work to 500 small factories and even family workshops.

The business mode of ZARA is to deliver the latest international fashion to consumers in the shortest time, but the price is much lower than that of Armani and other international brands. ZARA can accomplish the design, production and delivery within 15 days. This story has been known as "the 15 day myth of ZARA" by Harvard Business Review. After that, the new clothes will arrive at the store within the slowest 72 hours, no matter where they are spanported to the world. ZARA in every terminal of the world, it is necessary to change the new products within two weeks, and really turn the goods round. This fast fashion is the most attractive thing for Chinese clothing enterprises.