The First Half Of The ZARA Mainland China Store Development Situation

China's Spanish fast selling fashion brand ZARA, which entered China in 2006, is already the fastest growing market in all its overseas markets.

In 2008,

There are only 23 stores in China. By 2011, stores had expanded rapidly to 120, and the total sales volume of the entire Chinese market even exceeded that of the US market.

With the introduction of fast fashion into shopping centers in China, ZARA has also accelerated its expansion in China.

In the past year, the company has expanded almost 1 stores a day in 82 countries and regions around the world.

Of which 132 new stores are located in China, Zara brands accounted for 30, but also introduced Oysho and ZaraHome two new brands.

At present, Inditex has reached 275 stores in 42 cities in China.

In 2012, Inditex group plans to open 150 stores in China, covering its main brand ZARA and other brands.

According to the reporter, in May 8, 2012, the largest flagship store in ZARA opened in Yichang Zhuo Yue square with a total area of 3800. It also joined the other four brands of Inditex group, including PULL&BEAR, BERSHKA, STADIVARIUS and ZARAHOME.

Prior to that, ZARA's largest store in China is the flagship store in Chengdu's main road, with a total area of 3000.

It is worth mentioning that the ZARAHOM brand entered the Chinese market only in 2011. At present, only 5 stores have opened in Beijing, Tianjin and Guangzhou, and Yichang store is the first store in Hubei province.

In 2012, ZARA opened an online store in China. In view of the current concentration of Zara stores in the mainland of China in the eastern coastal cities, Zara can test the three or four line market, including a large number of Midwestern cities, to understand the consumption potential and customer preferences.

In the expansion strategy of the entity store, like other fast fashion brands such as H&M and UNIQLO (expand site selection information), accelerate the channel sinking, not only to expand the second tier cities, but also try to enter the three tier cities and enter some well-known commercial projects.

In early May of this year, ZARA opened in Changzhou Wujin Yuyue Plaza store. This is the first time ZARA has entered the three tier city of China.

ZARA is in full swing.

At the same time, we will not forget the right time.

Introduction to China.

The new concept store is larger than the general store, and the area is only a little smaller than the flagship store.

In May 17th, ZARA opened in Shenzhen's first new concept store at the coastal city shopping center, covering an area of 1445.

In May 24th, ZARA, the first Newconcept in Beijing, opened in Shijingshan Wanda Plaza. Compared with the first store in Shenzhen, the area increased by more than 500 to 2080.

So far, ZARA has reached 3 stores in Huaxin concept store (another one is located in Nanning), and the future store will appear in more cities in China.

According to statistics, as of May 31, 2012, ZARA has opened 131 stores in China, and has opened 11 stores in the first 5 months of this year, including a flagship store and two concept stores.

In June this year, ZARA Xi'an Qujiang Yintai City store will open. In the second half of the year, Nanning Rainbow City will be opened in September.

In 1-5, ZARA has signed 7 stores, of which Hangzhou Xixi impression city store will open in the first quarter of next year.

In the same period of 2011, ZARA opened only 4 stores, two of them in Guangzhou, which were stationed in Tianhe City and Wan Ling Hui, and the other two settled in Yinchuan and Changsha.

In terms of quantity and scope, the pace of expansion of ZARA this year is obviously accelerating.

From the point of view of expanding the city, the expansion of ZARA's stores is still focused on the first tier cities and the second tier cities with strong economic strength.

In 2012 1-5, ZARA has two stores in Beijing, Chengdu and Shanghai.

Only 5 of the 20 expanded stores are located outside municipalities and provincial capitals.

The remaining 3 are still located in Jiangsu and Zhejiang provinces, each in Jiangxi and Hubei.

Overall, East China accounted for 7, 3 in North China, 2 in Southern China and central China, 4 in Southwest China (2 in Chengdu, 1 in Chongqing, 1 in Nanning) and 1 in the Northwest (Xi'an).

It can be seen that the main expansion area of ZARA is still in eastern China, and the market in the central and western regions needs to be further promoted.

But compared with last year, the number of ZARA settled in the city has increased significantly. Xi'an, Wenzhou, Yichang and Ganzhou are all stationed for the first time.