ZARA Under The Chinese Line Is Booming.

From Champs Elysees street to Fifth Avenue, from the front door to Tongluowan, ZARA always chooses the best location to open a shop without fear of confrontation with the world's top brands.

Under the leadership of Amancio Ortega (AmancioOrtega), ZARA has successfully defeated GAP, H&M and UNIQLO, and is sitting on the throne of the world's first fashion retailing group.

Today, it has turned its attention to hundreds of millions of netizens.

If GAP represents the simple and casual American style, then ZARA is the European attitude of the refined gentleman.

In Europe, the fast fashion brand that created the "fifteen day myth" has created an impressive momentum. Its incredible success has even completely lost advertising. So when Ortega opened the shop in Paris, he saw the crowds of crowds standing at the door of the shop and crying excitedly like a child.

The base camp runs smoothly.

ZARA's online business has occupied the right place.

As a home base, ZARA's penetration in Europe has reached a very deep level.

Unlike the rival H&M's youthful style, the ZARA positioning customer group is a young white collar over 25 years old. This group of people has higher brand loyalty and stronger consumption power, and is not very sensitive to the online and offline prices. Therefore, it is easier to accept the migration of the brand platform.

The European debt crisis and the global economic downturn make online sales more important to retail industry.

A survey by Nelson, a market research firm, showed that clothing ranked second among the Internet users' favorite purchases, after books.

In the UK, nearly 10% of clothing sales are conducted through the Internet.

Under this trend, the fast fashion brands represented by ZARA have benefited greatly.

In contrast, ZARA has the greatest advantage over its design, production and delivery within 15 days and reaches the store within the slowest 72 hours.

This advantage also plays a role in its online business in Europe.

Unlike rival H&M, the production of 60% is different in Asia. The production base of ZARA is in Spain. Only the most basic styles of clothing are produced in low cost areas such as Asia. This ensures that the new products of the official online shop can be put on the shelves for the first time, and the products are more complete than those of the physical stores.

It is noteworthy that ZARA allows consumers to purchase goods from nearby stores after ordering online, while ZARA is widely distributed in Europe, which, to a certain extent, promotes the mutual conversion between online and offline consumption.

Unlike the low-key shop offline, ZARA has embarked on a lot of preparatory work before "Hawking" on the Internet.

Compared with other clothing retailers, ZARA has more Facebook followers, and iPhone exclusive apps were downloaded two million times at that time.

In China

ZARA, which grabbed the soup, expanded the location information and began to spread online business in other markets.

In September 3rd, ZARA officially entered China's electricity supplier. The platform sold women's clothing on the whole.

And children's wear series, the same price as the physical store.

However, up to now, the business has not only responded mediocre, but has attracted many criticisms.

Why is the hot line ZARA unacceptable?

First of all, this is closely related to the location of ZARA's Chinese online store.

When ZARA entered the Chinese market, the domestic consumer groups were still small.

At this time, the company also wants consumers to enjoy the store's shopping experience and establish.

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For ZARA, the online sales platform is more 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.

Secondly, ZARA is the same as the foreign brands that have entered China in the past. It is in line with the cutting proportion and color matching of the European and American body styles. There are also many loose loans. Many garments do not match the aesthetic standards of the Chinese people. They value more than the Chinese market, not the needs of Chinese consumers.

And UNIQLO and other online business good brands are more suitable for Chinese people's shape and aesthetics. Positioning users too narrow has caused the shortage of purchasing power of ZARA two or three line target consumers.

Third, ZARA online shop is too late and too low-key.

Compared with other competitors, you know how slow the ZARA online action is.

UNIQLO online store has already worked well, and GAP online business has been launched immediately when it entered China. Forever21 launched its online store business a year ago when it opened its first physical store. As ZARA of the global apparel retailer, it was only 6 years after its entry into China that it took a low-key action.

Fourth, ZARA (expanded location information) does not take into account the price sensitivity of Chinese online shoppers and the difference between online and offline users.

The frequent price wars of high tide electricity providers have fully exposed the degree of concern of Chinese consumers on prices.

Although GAP and other brands are also implementing the online and offline parity strategy, but compared to ZARA's unmoving pages, GAP, UNIQLO, Forever21 and other online promotions are enough to impress consumers, and the most classic is UNIQLO's online queuing activities. Compared with other brands, ZARA itself has a higher price.

In addition, most brands will launch online exclusive discount activities. GAP has launched an integral plan to exchange coupons, and FOREVER21 has launched the online 21MEN series that has not been introduced online, which is different from offline.

Fifth,

Online experience is too simple, customer service and after-sales is not in place.

On the product details page, only 3 photos are displayed. The main effect is overall wear. Though magnified, it can not view details.

Unlike many domestic e-commerce, the way of payment for cash on delivery is different. ZARA online stores only accept online payment, but in many cities that have not yet been touched by ZARA stores, the popularity of online payment is not high.

In addition, ZARA Chinese shop does not currently have customer service functions. ZARA has always been a customer oriented, quick response. But on the electronic business platform, users feel like a machine. Obviously, they do not feel closer to the physical store, nor can they communicate and communicate with other online stores.

What's worse, if customers feel unfit after trying to get goods, they can only return goods at the moment, but they can't change their goods.

ZARA shop can no longer be low-key.