It Is Not Easy For Overseas Fashion Brands To Run Their Own Online Stores In China.

After nearly a year, P ZARA, a fast fashion brand in Spain, seems to be unable to go on.

Recently, it is reported that ZARA will enter the flagship store in Tmall mall after UNIQLO and Forever21.

It seems that overseas fashion brands want to run their own online stores in China.

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< p > < strong > line: fast fashion page is not fashionable, < /strong > /p >

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

In addition, Tmall, who is stationed in ZARA with Tmall, may also include the famous British high street brand.

When the Beijing Commercial Daily reporter gave evidence to Taobao and ZARA's parent company, the two sides replied unanimously, "no response."

However, neither side has denied this directly.

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< p > > login to ZARA official website of China. The website has simple page layout, no home recommendation series, and no promotion with the 50 percent off activities in the entity store.

After opening a picture of a a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, you can only see three or four models trying on the pictures.

Most puzzling is that most of the models are foreigners.

Consumers know that the proportions and complexion of Chinese people are different from those of these models.

Such a universal picture display can not make consumers choose whether to place orders.

In addition, the details of "a" target= "_blank" href= "http://www.91se91.com/" > clothing < /a > can not be clearly understood by pictures to understand its fabric and tailoring.

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< p > consumer Liu said that China's online shopping consumers have long been trained to choose their own fixed goods mode.

For example, browse more pictures, check after receipt comments, compare the size, size details, and so on, like these European and American brand simple display method, it is difficult to place orders easily.

"More importantly, we have already taken online shopping as a pleasure after a meal, like shopping on the Internet, watching the latest collocation of shops and models, and absorbing popular information."

She said.

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< p > obviously, these features that can increase the volume of online shopping and the stickiness of users are not available. ZARA's official website does not exist.

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< p > from the point of view of purchase service, ZARA online shopping platform does not support cash on delivery in terms of payment. Consumers need to use Alipay or credit card to pay the cost before completing the order.

In contrast, Amazon, Jingdong mall and other online shopping platforms have already been able to accept cash on delivery to buy many brands of clothing.

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< p > < strong > competition: competitor performance increased significantly < /strong > < /p >

"P > international fast fashion brands such as UNIQLO, ZARA, H&M, GAP and so on have won the favor of domestic consumers with the advantages of keeping abreast of fashion, variety and price.

Brand competition has gradually spread from line to line.

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< p > at present, most of the fast fashion brands, such as GAP, UNIQLO and Forever21, are located in Tmall mall.

Take the first Tmall UNIQLO as an example, with an annual sales volume of 100 million yuan.

The Beijing Commercial Daily reporter at Tmall's flagship store at UNIQLO saw that only one summer shorts could reach 5056 monthly sales and 3478 after-sales evaluations.

There are also clothes, a target= "_blank" href= "http://www.91se91.com/" > shoes, /a, sons, straw hats, handbags, etc.

In addition, we can see that the "chromatic aberration" degree is 90% and the "appropriate" degree is 72%.

Consumers can choose styles or match sizes accordingly.

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< p > in addition, the sales data of flagship stores in the Internet can accurately reflect which cities consumers come from, or even districts and counties.

UNIQLO parent company accurately determines the location of future offline stores based on its data.

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< p > these brands that have rapidly opened up online sales channels are all ZARA's competitors in China.

The first half sales of UNIQLO parent company XXX group increased by 17%, while the net profit of GAP in the first quarter increased by 43% over the same period, of which net shopping accounted for 13.6% of its net sales and 26.6% of its business growth.

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Less than P, online sales are becoming a battleground for fast fashion brands.

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< p > < strong > New Strategy: grasp the market by data, < /strong > < /p >

< p > Ye Qizheng, editor in chief of the tide net, thinks that Tmall is entering Tmall to seize the market.

ZARA has a huge shop opening plan in China, but Internet sales can save entities' investment and quickly occupy the market.

Data show that ZARA parent Inditex currently has more than 400 stores in China, and plans to open 80-100 new stores this year.

In the past few years, the annual growth rate of its main competitor H&M in China has been over 50%.

"Physical stores can not cover 100 cities in one year, and 100 cities will be covered.

With the help of Tmall's online shopping flow, ZARA will attract more consumers.

Ye Qizheng pointed out.

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< p > "Tmall's attributes are mainly clothing, and the platform caters to the positioning of ZARA.

And autonomy is in the hands of brands. In the final analysis, shops are still their own.

Ye Qizheng said.

In this regard, Zhao Jingqiao, Assistant Research Fellow of the information services and E-Commerce Research Institute of the Chinese Academy of Social Sciences, believes that ZARA's entry into Tmall is the general trend of many fashion brands.

To set up an online platform, there will be a lot of input aside from advertising costs.

The third party platform is not only low cost, but also brings more popularity.

It is still more difficult to stick to the position through the official website operation mode.

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