In Order To Show The Image Of Fast Fashion Giant ZARA.CN, There Is Room For Improvement.

In 2010, Zara was first in Spain and other parts of Europe.

The online store was launched, then launched in the United States and Japan in 2011, and in September 5, 2012, the Zara online store www.zara.cn was officially launched in mainland China, which is a good news for the ZARA fans.

However, for those customers who grew up from Taobao and other platforms, ZARA.CN has room to improve whether it is page design or communication with customers.

Remember, a month ago, a friend picked up a big bag and bought it at ZARA.

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Unlike in the past, the first thing that attracted me was the change of "face" ZARA shopping bag, which was written with "SHOP ONLINE" on the surface of the bag.

ZARA is another fast fashion brand after GAP and UNIQLO.

After nearly a month's operation, consumers' feedback on ZARA shopping experience has been released.

In addition to the positive evaluation of packaging and delivery, online shop displays less pictures, and the comparison of "three dimensions" size is more concealed and does not have customer service function.

Beijing consumers have experienced the shopping process of ZARA online store and even concluded: "ZARA.CN has not shown the brand image of the fast fashion giant."

"Brevity" in the end

Entering the ZARA online store, the European style simple home page is rolling new products from time to time. The classification of goods is listed on the left side. After opening the target product, it will find a simple page.

The website follows ZARA's succinct, generous and fashionable 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 a micro movie advertising film to spare no effort to show the brand image and culture.

However, ZARA.CN's simplicity in product description has made some consumers feel so insincere.

"Official website for each item

The accurate description of the size will be more helpful to the customer's judgement, otherwise it will be necessary to go to the entity store first to test the convenience of online shopping.

Media man Li Ling suggested.

"As an online shopping consumer, one of the important factors that determines the order is the product detail map. At the very least, a product has 5 ~8 Zhang's display pictures, including the location details, fabric details, and the version effect displayed on the models. The ZARA shop exhibits only 3 ~5 sheets."

Shang Yong believes that for a consumer like him who cares about product quality, too little image display is difficult to make the purchase decision, while the "simple and accurate" page display lacks features, so it seems that the only way to win the brand is clothing style.

Peer evaluation: when consumers shop online, the details of the product's display, detailed size table and other details determine the order rate of consumers.

The picture of shop product must first be fully expressed; secondly, the product description should explain the selling point of the merchandise; besides, the details of the picture and packaging of the product are also necessary factors for the brand business to improve.

Online shopping needs to enhance visual perception, which will help consumers to buy impulse.

- Dong Xiaodan, head of channel operation of Yintai network

Customer service management

Buying clothes at ZARA.CN is like entering a self-help supermarket, allowing goods to be purchased and paid on their own.

Like many foreign brand online stores, ZARA.CN is also a customer service management system, but it will provide after-sales service calls to help consumers buy collaborative products.

ZARA has just announced that "users can choose to deliver goods to their homes or send them to nearby ZARA stores for distribution." online consumers in China can call free customer service hotlines or communicate with professional customer service staff by e-mail.

However, for those customers who are accustomed to instant communication with sellers on Taobao, the mere provision of after-sales service calls is obviously far from meeting their consulting needs.

"In the ZARA shop, the payment problem continues, the phone has been played countless times, and it can be solved after three or four days. After the arrival of the goods, the size of the clothes is found to be too small, so the goods are exchanged at the physical store, and the employees in the shop know nothing about it, saying that they can only buy one after the return, which is different from buying in the real shop. The advantage of Internet sales is gone."

Beijing Europe Zhi Bao jewelry Co., Ltd. marketing director "dry pot fish" on micro-blog "Tucao".

Peer evaluation: the best way to embody the superiority of an online store is after-sales service. If the customer's complaint is handled well, the customer is satisfied. In most cases, he will become a loyal customer.

ZARA online shop is just missing this link, so that the user who first logged in the website is really confused.

- Dong Xiaodan, head of channel operation of Yintai network

Shop without price advantage

ZARA all online products are in line with the same price under the same line. Today, the electricity price war is very hot. ZARA's pricing strategy does not seem attractive.

At present, most online shopping consumers are still at the price sensitive stage. They hope that online stores can be cheaper than physical stores.

Although ZARA global communications executive Jes s Echevarr a a has always stressed that "we sell on the Internet is a way of life, a fashionable way for consumers to reach and reach quickly", but ZARA.CN's pricing strategy seems to face more localized adjustments.

"If the same price is the same, go directly to the physical store and try it on. Why buy it online? Only when the physical store is out of stock, do you want to go to the shop to see if there is any product?"

Shang Yong said.

Unified pricing has effectively avoided the market under the online sub catering line, and is also also an important factor.

A good idea is worth trying, which also eliminates the general impression of low price online.

The price advantage is not necessarily on the line, but in the past it has become the mindset of most netizens.

In fact, netizens are divided into three groups: one is to buy at a low price, the other is to buy online, and all products are selected from the Internet. The other is the new new experiencer who only buys goods under the line.

The latter two are not guided by low prices, but oriented by products themselves.