ZARA Open Shop To Test Water E-Commerce Covering Two Or Three Line Market

Online stores in mainland China are open online in September 5th. Consumers can choose to deliver goods to the store or store themselves, and on the upcoming mobile APP software, users can scan the labels to find out whether the same products are available in the online store.

These are the special features of ZARA's online shopping business, which is different from that of traditional service enterprises.

Compared with other brands in the launch of new products or shopping websites, the opening of ZARA China online store is much quieter.

It is not difficult to find landing sites. From user experience to page design, ZARA China's official website can be commendable.

The website follows the ZARA's concise, generous and fast fashion style. It takes the rolling background as the focal point. The sidebar includes new products, ladies, men, children and other products this week. It also provides microfilm advertising films to spare no effort to build brand image and culture.

"What we sell online is a way of life, a fashionable way for consumers to reach and reach quickly."

ZARA global communications executive Jes Jes s Echevarr a said that online stores are complementary modes of physical stores, giving consumers more convenient experience and feelings.

However, ZARA is not the first time to test water e-commerce. It has tried online operation in Europe 3 years ago, and opened online shopping channels in the United States and Japan respectively last year.

In the view of the industry, ZARA has opened up an electronic business platform in China to recover lost territory, but also to cover the two or three line market, which has increased purchasing power every year but is scarce.

ZARA has more than 105 stores in China, but with the slowdown of economic growth and the saturation of the first tier cities, ZARA has great value in developing potential customers in two or three line cities through online channels.

In addition, the online store is like a super ZARA entity store, but there is no VIP and no discount and discount information. All goods and prices are consistent with the entity store so as to avoid competition between them.

Because ZARA knows that many consumers do not.

Price determines whether to buy or not. If the fast fashion business provider exists in the form of promotion all year round, this will be unfavorable to the long-term development of the brand.

The successful mode of ZARA lies in all self operation, and online shopping will also continue. ZARA currently only offers official online stores, and will not set up online shopping business on other platforms, which is quite different in China's electricity supplier market.

China's electricity supplier market has always adopted the price tactics of winning at a low price, and ZARA just wants to enhance brand penetration through this platform.

As China's ZARA online store is still in the test stage, in consumer evaluation, its browsing interface, size representation, clothing display and so on need to be improved and should be more intimate.

But this also gives the Chinese electricity supplier a great reference. How to stand out in the fierce competition of brand, we should pay more attention to quality and accuracy, presenting the right goods to customers at the right time, and not sharing the market share with the tragic price war of homogeneous products.

In the long run, consumers will be

The combined effect of brand penetration can only be achieved if the trend and style displayed.