Why Is Fast Fashion ZARA Popular In China?

Ortega, the boss, has made third of the world's richest from deliveries. Now ZARA stores are influential in every big city.

ZARA, which is accustomed to the traditional sales mode, has recently played a new role. In September of this year, ZARA opened its own SHOP ONLINE in China.

It is said that after ZARA launched its online store in Europe, online sales have surpassed its best store performance, with online turnover of 500 thousand to 600 thousand euros, almost 3 times the average of a physical store.

However, there are many critics and criticisms about the sale of ZARA online stores.

ZARA opens new avenues for Internet sales

ZARA China online store launched this year, including a large number of Western and central cities, including the three or four line market, because it is not the focus of ZARA stores.

Starting in September 5th, consumers can log on to ZARA's China official website. We can see that the official online store of ZARA has been formally launched. Consumers can conveniently browse fashionable fashions, men's clothing and so on.

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Reporters entered the online shop for a simple circle of white, black background. The background of the picture was also pure gray, and there was no surplus advertising to mess up the eyes.

After entering the official website of ZARA, consumers in the left column can choose women, men and children.

Wait, click on it, then you can browse the merchandise.

See interested in the style of the point can be bought, the goods also write meticulously on the edge of ingredients and maintenance, there are two ways to send, one is to go to the physical store to receive goods, the other is express delivery door-to-door, full of 299 yuan will be able to avoid 10 yuan freight.

When you choose colors and sizes, you can add them directly to the shopping basket, and then you can unify the processing orders when you pick them up.

Reporters found that beneath the merchandise, there are "you can match..."

A column, suitable clothes, pants, bags, shoes and so on are displayed below, which provides convenience for many people who do not know how to match.

Online and offline prices are consistent, simultaneous sales.

Then, what is the difference between offline stores and online stores?

It is understood that the ZARA online platform and physical stores sell the whole line of women's wear, men's wear and children's wear at the same time, and the prices are the same as those of the physical stores.

The salesperson of ZARA store in Yanan road also confirmed this point: "the price on the Internet is the same as the price in the shop, there is no discount.

So it did not affect the sales of our physical stores.

"Online goods are not complete, some goods have no physical stores on the Internet, but sometimes there are goods on the Internet, but the physical stores are sold out."

A salesperson said.

On weekdays, there are many customers in the shop. The fitting rooms are bustling outside, and the clothes in the shop are full.

The reporter looked at a bell shaped hat, but there was only one red color and asked if there were any other colors. The salesperson said, "there is no shop. You can go to the official website to see that this hat has a navy blue color. There may be something on the Internet."

The reporter inquired the Internet, and sure enough, the online shopping mall had another color hat.

ZARA said that the online shopping mall has provided convenience for consumers to some extent. If you do not find the size or color you want in the physical store, you may wish to take a look at the online store.

The same price strategy may not win the favor of Chinese consumers.

Consumers who know the ZARA brand know that Ortega, the boss of ZARA, was poor in his small family. He dropped out of school at the age of 13 and went to a clothing store as an apprentice. He delivered the new shirts to the guest's home every day in the city. Later, as a tailor assistant, he gradually came into contact with the core area of clothing design.

Since then, he has begun to study the supply chain mode that skips middlemen and sells products directly to consumers.

In recent years, ZARA stores have been expanding continuously. Insiders have analyzed the successful operation of ZARA in recent years, which can be classified into four factors: having a large group of designers; the company itself has 9 garment factories; from the new planning to the production and production, it can be completed within a week; delivery speed is fast; a variety of small business ways are adopted; every 3 weeks, all goods in the clothing store must be renewed.

There are quite a few consumers who are concerned about ZARA: "ZARA's goods update is too fast. Sometimes it takes four or five days to see, and new products are found.

A lot of new products go to the counter quickly and break codes.

Although online shops are very attractive from pictures to the whole page, but there are too few goods, there is still room for consumers to choose. "

"Many people buy things online, except for convenience, most of which are due to discounts.

Although the ZARA brand is well known, the price on the Internet and the store is the same, there is no cheap at all, so who will be interested in it? "Said a woman with many years of online shopping experience.

In fact, the price war has repeatedly exposed the Chinese consumers' attention to price. Although GAP and other brands are also implementing the online and offline pricing strategy, many brands attract consumers through different promotional methods, while ZARA has little action.

At the same time, there are consumers worried that before the quality disturbance, whether there will be a large number of inventory through the online store for sale.