Ortega, The Richest European Brand Designer, Zara'S Successful Road

"P" 2013 "Forbes" list of the world's richest, "stock god" Buffett for the first time in 13 years was squeezed out of the top three, replaced by Spanish fashion brand Zara founder Amancio Ortega.

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< p > the success of Ortega, the founder of European richest Zara, < /p >

Less than P, compared with the famous international ZARA, few people know Amancio Ortega, who is famous for his understatement, but inevitably attracts more and more attention.

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< p > according to the list of the world's billionaires released by Forbes in March 4th of New York time, the total assets of Ortega jumped from US $37 billion 500 million in 2012 to US $57 billion this year, and the wealth increased by 19 billion 500 million US dollars in one year, becoming the richest in wealth increase.

Last year, Buffett, the third ranking "stock god", lost only $9 billion 500 million in assets appreciation, and missed the position of "flower search" and dropped to 53 billion 500 million in the fourth place.

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< p > from a "fishing village to a poor boy" to Spain's richest man and then to the third richest in the world, Ortega seems to have deduced a truly "cock wire counterattack".

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In 1975, Ortega opened her first Zara clothing store. From then on, she embarked on the crazy development road known as "fast fashion" and founded her own fashion empire Inditex group. By October 2012, the group has nearly 6000 clothing shops in 82 countries and employs more than one hundred thousand people. Its sales reached 11 billion 400 million euros in the first three quarters of last year.

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< p > at present, the group owns ZARA, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara, and so on. Although the exclusive brand stores account for only 1/3 of the total number of branches, the sales volume accounts for about 70% of the total sales.

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< p > Ortega does not have the talent of dress design, nor is he the two generation of rich family. But he created the "ZARA mode" to make his wealth grow rapidly like snowballs.

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< p > Ortega wealth surges < /p >

< p > Ortega's personal wealth amounted to 57 billion US dollars, an increase of US $19 billion 500 million.

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On a Wednesday in 2001, at 11:15 a.m. on Wednesday, 2001, in an industrial area in La La Na, northwest Spain, he walked out of his office and entered a television room.

15 minutes later, his company started issuing shares to the public for the first time.

When he left the house at 11:45, 60% of his shares had already been worth 6 billion dollars.

Then Amancio Ortega walked into the restaurant as usual.

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Less than P, the $6 billion made Ortega the richest man in Spain and ranked first in Forbes's richest list in the thirty-third place.

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After P, Ortega ranked fastest in the Forbes rankings. Until this year, he has entered the top three of the world's richest, ranking 30.

Behind his wealth growth is the process of a world famous company going beyond its competitors.

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< p > as one of the three largest clothing giants in the world, as of March 7, 2013, the Inditex share price of Ortega's listed company was 106.6 euros (equivalent to 139.58 US dollars), and its share price reached a record high.

At this point, Inditex has a market value of 66 billion 447 million euros (equivalent to 87 billion US dollars), which is far more than H&M's 54 billion 700 million dollar market value and GAP's $17 billion.

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< p > according to Forbes's list, the time of wealth is from February 14, 2012 to February 14, 2013. In February 14, 2012, the closing price of Inditex is 68.12 euros, and the closing price of February 14, 2013 is 103.85 euros, and the share price has risen 52.45% in one year.

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< p > Inditex group has issued about 623 million capital shares, and ort has about 60% shares.

According to the last day of Forbes's wealth calculation, that is, the stock price in February 14, 2013, the market value of the Inditex group's stock has reached US $50 billion 996 million, which has increased by about 17 billion 546 million in one year.

In the Forbes list, Ortega's personal wealth amounted to $57 billion, an increase of $19 billion 500 million, that is to say, Inditex is the main source of its personal wealth growth.

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< p > Inditex latest earnings data show that during the 31 months of February 1, 2012 -10, the net profit of the company was 1 billion 660 million euros (equivalent to 2 billion 179 million US dollars), an increase of 360 million yuan over the same period last year, and net profit increased 27% over the same period last year, and sales rose 17% over the same period last year.

It is not easy to achieve such a success under the European economic downturn.

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During P, Inditex also opened 360 new stores in 54 different markets.

Following the opening of the first local store in Armenia and the former Macedonian Republic of Yugoslavia, the new store has reached 5887 stores in 86 different markets around the world.

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< p > it is understood that in addition to clothing sales, Amancio Ortega also made real estate investment and has more than 10 shares of the company.

Among them, Gartler, Partler, Menlle Pontegadea Inversiones investment company are direct shareholders.

In addition, Ortega's real estate is everywhere, such as Florida, Spain, Madrid, London and Portugal Rees.

Ortega invested in various industries, including equestrian farms, football clubs, natural gas companies, tourism and so on.

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< p > beyond GAP and H&M < /p >

< p > external commentaries argue that the upheaval of this fashion industry means that a small number of ZARA have defeated a small number of GAP.

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< p > Bloomberg data show that as of November 30, 2012, the H&M fourth quarter revenue increased 5% to 32 billion 500 million kronor (US $5 billion 135 million), but the net profit fell 1.3% to 5 billion 290 million kronor (US $836 million) over the same period. Its operating income has declined for the 2 consecutive quarters.

Its fourth quarter net profit is not as good as the net profit of Inditex, while the net profit of the first three quarters of GAP2012 is about 308 million US dollars, even behind Inditex.

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Less than p years, the development of Inditex group is a rapid development.

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In the five years from 2007 to 2011, the performance of Inditex increased steadily, with sales of 9 billion 435 million euros, 10 billion 407 million euros, 11 billion 48 million euros, 12 billion 527 million euros and 13 billion 793 million euros respectively, achieving net income of 1 billion 259 million euro, 1 billion 262 million euro, 1 billion 322 million euro, 1 billion 741 million euro and 1 billion 946 million euro respectively.

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< p > in fact, the mutation of Inditex came from 2003. Its performance has been flat. Until then, it won the best brand in Spain, ranked first in Spain, ranked third in the world, and the market value was more than 8 billion US dollars, so Inditex came to the fore.

At that time, the US GAP had begun to go downhill, and its great setback started from a loss of 3 billion 200 million US dollars in 2002.

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< p > 2008 is another turning point of Inditex.

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In the first quarter of 2008, P's sales rose by 9%, reaching 2 billion 200 million euros, while Gap declined by 10% to 2 billion 170 million euros. Although sales were only a little bit worse, Gap became a historic turning point for the two companies in 2008.

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In 2008, when Spain's Inditex exceeded GAP for the first time in its business earnings, the outside world commented that the upheaval of the fashion industry meant that a small number of ZARA had defeated a small number of GAP, which is an incredible thing in the international fashion industry. The past glory of P is still vivid.

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< p > GAP, as the benchmark of fashion industry, was founded in 1969, and it has attracted worldwide attention.

Inditex group was founded in 1985, 16 years later than GAP, but defeated GAP. This is undoubtedly a shock to the world.

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< p > GAP has led nearly two generations of American casual wear trend. Around 2000, the development of GAP has reached its peak. Since 2000, it has been much worse than before. It has been plagued by overstretched stores and cold deficits, and its performance is declining and brilliant.

Since then, even if GAP has changed CEO, it has not been able to make waves.

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< p > H&M (Hennes & Mauritz) was earlier established than Inditex, founded in 1947.

Now, Inditex and H&M are regarded as the strong enemy of the fashion industry.

H&M is pursuing the balance between different elements. In pursuit of speed, we must ensure the quality of growth and implement a steady expansion. The expansion rate of Inditex is about two times that of its expansion.

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About P, in 2009, Inditex Group sales exceeded Gap, the largest US apparel retailer in the world for the first time. After a year, it surpassed H&M group and became the leader of the fashion retail market.

The situation has already reversed and great changes have taken place in the universe.

Along with the rise of Ortega's wealth, the wealth came from his original ZARA model.

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< p > ZARA mode < /p >

Shirts with less than P > ZARA cost 12 times more than their competitors, from designer to exclusive store in two weeks.

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Less than P, a luxury magnate opens shop, never advertising and cutting edge fashion design.

This is ZARA.

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In the past 38 years, smart Ortega has followed the strategy of opening up a shop called "oil pollution pattern", which has opened ZARA to more than 70 countries. Every time a new market is landed, ZARA will first open a shop in the most prosperous section of the metropolitan area, then extend its tentacles to smaller towns and let the brand influence radiate across the country without any advertising. P

"It's like a drop of oil spreading slowly on the fabric surface."

Ortega has interpreted the Tao vividly.

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< p > therefore, whether Fifth Avenue in New York, Champs Elysees street in Paris, or Nanjing road in Shanghai, you can see ZARA in the bustling area of luxury goods.

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Until now, Ortega still clearly remembers the mood of ZARA when he first opened to Paris in 1990, because ZARA is opposite to Chanel, Dior and other high fashion houses.

On the opening day, the most fastidious Parisians surrounded ZARA. Ortega, 54 years old, stood at the door of the shop and cried like a child.

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< p > "store is our best advertisement. We spend the savings on the top location."

Isla, President of ZARA, believes that being surrounded by luxury goods such as Chanel, Dior, LV and GUCCI is the best advertisement.

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< p > confrontation with luxury brands, "fast" is Ortega's killer, and its speed makes it difficult for other garment enterprises to catch up.

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Less than P, popular fashion brands sell products in the form of 2000 to 4000 a year, and the styles may be smaller for brands that focus on basic design such as GAP and UNIQLO.

ZARA will launch more than 12000 new products every year, and these new products are selected from its design team's annual design of over 40 thousand items.

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< p > these tens of thousands of new products are all keeping up with the latest trend, because more than 400 designers hired by ZARA often travel to various fashion venues and fashion conferences to find inspiration, and quickly get the latest fashion and fashion information back to headquarters. Then a professional fashion designer team will be redesigned in different categories, styles and styles to be reassembled into ZARA's own brand new product theme series.

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