What Is The Logic Behind ZARA'S Entry Into Tmall?

< p > today, Spain's fast fashion brand ZARA is expected to enter Tmall's official flagship store in the near future.

If the news is finally determined, then ZARA will become another foreign brand after the Staples's hand in hand with Tmall in June.

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< p > first do Taobao or Taobao mall, then develop Internet channel distribution, and finally start independent official website is considered to be a green channel for traditional enterprises to take the electricity supplier.

ZARA's online mall opened in September last year.

Domestic independent B2C has launched a wave of Tmall.

Including Dangdang, fan, Gome and other B2C have been settled.

The cost of vertical electricity providers is high and the cost of acquiring new users is getting higher and higher. This is a fact that has already happened.

As Li Guoqing said, it is because traffic is too big to avoid Tmall.

However, for the world ranking third, Spain's No. a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > ZARA, it seems that there is no way to burn money to buy traffic and difficult to continue. Then, what is the logic behind ZARA's entry into Tmall? How will ZARA play with Tmall after entering Tmall?

< p > according to the relevant reports released by Youdao shopping, the volume of Jingdong mall in the whole B2C market in June has accounted for more than 42.1% in proportion to that of Tmall. If Tmall is a large traffic distribution center, then the volume of Jingdong traffic is naturally not small.

Why does ZARA choose Jingdong instead of Tmall? < /p >

< p > in the first quarter of 2013, the scale of B2C market pactions amounted to 133 billion 120 million yuan, of which Tmall occupied 48.5% of the market share, far behind Jingdong and Tencent electric providers.

And the credit for half of Tmall's success must be attributed to its clothing market.

Although many independent B2C like Jingdong have been pformed into integrated platforms, the original nature of the platform still exists, and Tmall's clothing market features clearly coincide with ZARA.

In addition, the average conversion rate is 3/1000 in the B2C industry website, and the average ROI promotion rate is 1:0.3. The average cost of acquiring an actual user is 300 yuan.

Whether the conversion rate is ROI, Tmall is higher than the independent B2C, and the cost of acquiring new users is relatively low.

Besides the appreciation of Tmall's high quality and large flow, ZARA fast fashion brand is more aware of its own situation.

As a foreign brand, it is undoubtedly the best choice to get close to Chinese consumers in a market that has already accumulated a large number of subscribers, and Tmall itself is also very popular with internationally renowned brands. It is evident from previous efforts to cooperate with UNIQLO and GAP.

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< p > previously, it has been rumoured that Zara has been authorized to invest in China for a low profile and clear inventory. If Tmall enters Tmall, will Tmall become its dedicated clearing channel? This problem is not groundless. From the ZARA China official website, it has already clearly seen the entrance of the clearance area, and even Taobao has already bought ZARA purchasing products.

The inventory problem of clothing enterprises has been long-standing, and inventory is bound to be indispensable. It seems that the real intention of ZARA is not here. There have been contacts with Zara H&M, IKEA and Starbucks executives. From their mouth, they know that they do not have an ambitious online retail plan, but introduce Internet technology to traditional retail stores, solve consumers' better experience, and better store and distribute products and products in this area to convey product information to target consumers.

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The supply chain management of < p > ZARA has always been popular with people. It only has 15 days of merchandise turnover and is far ahead of its competitors.

Despite being a traditional brand, ZARA has no weakness in controlling big data. ZARA regards massive data on the Internet as a pre-test indicator for physical stores.

Because they believe that people who search for fashion information on the Internet will be more avant-garde than the general public in terms of their preference for a target= "_blank" href= "http://www.91se91.com/" > clothing /a, and information mastery.

Consumers who first know ZARA information on the Internet have a high rate of consumption into physical stores.

ZARA chooses to cater for the products or trends that users like. Indeed, sales performance in the physical stores is still bright.

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What kind of operation will Tmall P enter into Tmall? This is also the most common cold problem among traditional enterprises, including ZARA, which will be shocked.

As a strong traditional brand, ZARA maintains the same nature of the same line and the same price. If it serves as its entry strategy and plan, it will be difficult to cater for Tmall's highly sensitive platform positioning.

At the same time, how to form a team is also a complex problem. Not only does the traditional enterprise have a different temper with Tmall, but the temper of independent B2C is not the same as that of Tmall. If only the previous independent official operation team is moved, it is obviously destined to take a lot of detours.

If ZARA emulate the operation mode of van downer, it may not be a good thing in the long run.

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< p > Open convergence has become a trend of the electricity business circle.

The interests of the electricity supplier camp is also very obvious.

With the independent B2C, such as fan, Dangdang, etc., Tmall will enter Tmall. More traditional businesses will also catch the electricity and join hands with Tmall.

For Zara, it is a new challenge to expand the Chinese market through the Internet, and it will also impact the rival Gap, UNIQLO, H&M and Amoy brands.

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