ZARA Once Again Test The Water E-Business With Other Brands Officially Launched Online Fight

Recently, the world's largest fast fashion brand.

Formally enter the domestic electricity supplier market, the online platform and physical stores sell the entire line of women's wear, men's wear and children's wear, the price is also the same as the physical store.

At this point, except H&M, including Gap, UNIQLO, Forever 21, Topshop, I.T and many others are fast.

Officially launched online fight.

It is reported that the ZARA online store goods and entity stores are updated synchronously, and the price will be consistent.

At the same time, ZARA Chinese online store supports Alipay, domestic bank card, Visa and Mastercard.

The user can choose to deliver the goods to the home or to the nearby store.

The former charges 10 yuan for each distribution, and now it is free of 299 yuan.

If the user chooses to deliver the goods to the store, ZARA will notify the customer by SMS, and the consumer can pick up the goods within 15 days.

In addition, the ZARA online store's return policy is also the same as that of a physical store.

Prior to that, Gap, UNIQLO and other brands have already been launched in China.

And it is mature.

In August, the US fast fashion brand Forever 21, the first entity shop in the mainland, opened its online shopping business last year.

As a fast fashion leader, ZARA and H&M have been concentrating on the expansion of offline stores. With the saturation of the shops in the first tier cities, H&M has gradually chosen to penetrate into the two or three tier cities. The relatively high-end ZARA is catering to the trend, and the online business is directly related to the terminal market.

The analysis points out that if ZARA does not occupy the online market as soon as possible, its fast fashion advantage will be diluted in the future.

However, what is widely criticized by consumers is that unlike other fast fashion brands, ZARA stores do not have VIP or discount and discount information. All goods and prices are consistent with the physical stores.

In this regard, Lu Zhenwang, an electricity supplier observer, said, "ZARA is just taking the electricity supplier as a platform."

The ZARA brand has always been known for its small quantity. Because of the strict management of supply chain and inventory turnover, the huge amount of new products and shorter life cycle decide that there will not be too many inventory products.

Therefore, ZARA does not need to promote sales volume through online promotion, and too many promotional activities will have a negative impact on the sales volume of the physical store, and also will not be conducive to the maintenance of brand image.

For ZARA, the online sales platform is also a display platform to facilitate consumers to browse and pick styles at any time, and attract them to enter the physical shops for consumption.

On the other hand, although ZARA has a fast start in the first tier cities, it can not cover the two or three tier cities with increasing purchasing power. The online platform is also a supplement to offline channels, thus covering a wider market.

In addition, through the online platform consumption records data mining, ZARA can also easily grasp the preferences of consumers everywhere, so as to provide a practical basis for its evaluation of new stores.

It is reported that the ZARA is not the first time to test the water business. It began to operate online business in Europe 3 years ago, and opened online shopping channels in the United States and Japan respectively last year.

There is still a long way to go for Chinese consumers to accept ZARA, which later entered the domestic online channel.