Interpreting ZARA'S "Fast Fashion" Doorway By Using Figures Such As Design And Operation

La Coruna, northwest of Spain, is located near the port city of the Atlantic. The design center of INDITEX group, the parent company of ZARA, is here.

In the open office hall of the design center, it is noted that the regional managers who are responsible for butting all the stores in the world gather in the center. They seem to come from different countries and sound different languages.

This scene makes the newcomers feel wonderful and fresh.

One day early, quantitative data, divided into two groups according to the northern hemisphere.

It turns out that the design center of INDITEX group will arrange business personnel of different nationalities to communicate with the store managers in the countries and regions they are familiar with, understand the local sales situation, and receive feedback information.

The regional managers of the same product category, such as men's wear, women's wear, boys' wear or girls' wear, are close to the design team and are more convenient for them to communicate with each other.

Zhang Di, the regional manager responsible for ZARA children's clothing store in China, told reporters that Chinese consumers are more concerned about the fashion color changes of their clothes, and they prefer red and other bright colors.

Jesus, executive director of INDITEX global public relations enforcement, said that all of their stores will have an early meeting every day, which will collect quantitative data, that is, the daily sales analysis report, as well as the intuitive feedback from the salesperson to the consumer, and report it to the regional manager of the Spanish headquarters, which is a very important mechanism in the group business mode.

Once a product is finalized, the design drawings will be sent to the manufacturer directly for small batch production.

Jesus said, this will ensure that the company will not face too much inventory pressure, and people want their clothes to keep up with the trend, but also do not want to "crash" with others.

But even if management is more precise, inventory is still a realistic challenge that garment enterprises can not avoid.

Jesus told reporters that they usually sell part of their inventory globally at the end of the season, and that the stock that is still unable to digest is donated.

It is worth mentioning that INDITEX's design team is divided into two groups according to the northern hemisphere.

Markets like Australia and South Africa belong to the southern hemisphere. The four seasons are opposite to that of the northern hemisphere. The supply and demand of products in different periods of the year are very different.

Each store manager orders the headquarters independently; Europe is delivered within 36 hours and within 48 hours outside Europe.

For ZARA, which owns the global market network, the product positioning is more precise. If we can not supply the stores in every corner of the world quickly and timely, all new designs and new ideas can only be castles in the air.

It is understood that INDITEX group's eight product brands total more than 6000 stores, there are two new orders per week.

The style, size and quantity of the new clothes are to be ordered independently from the Spanish headquarters on the basis of actual sales.

The product manager of the headquarters will deliver the new product and replenishment order to the logistics center within two hours after receiving the order, and the logistics center will complete the whole process of packaging from the product to the factory within 8 hours thereafter.

If it is sent to stores in Europe, logistics centers will be pported by truck or truck to ensure that they are delivered within 36 hours. All countries and regions outside Europe are pported by air to ensure that they are delivered to stores within 48 hours.

INDITEX group has 1592 suppliers in the world, mostly in Asia and Africa, and China has its own factory, but its eight distribution and logistics centers are all located in Spain.

In this regard, Jesus explained that this is convenient for the entire production process of one hundred percent monitoring products, monitoring the quality of production and ensuring that the product standards in the global supply system are consistent.

The head of one logistics center said that the outside world's doubts about our purchases of goods from China, which only supplied the Chinese market, should be dispelled.

In Barcelona, the largest city in Spain, the reporter saw the automatic distribution line of INDITEX's high-end brand MASSIMO DUTTI logistics center. According to the order needs of various stores in the world, it automatically allocated the required products. Finally, each package was packaged in a variety of styles in a single store.

Act as

The group's Changqing brand, ZARA, is most familiar to Chinese consumers.

At present, there are more than 2000 stores in China, and there are 151 in China.

Most of the ZARA stores are still concentrated in Europe. Besides Spain and Portugal, there are more countries in Britain, Germany and Russia.

It is understood that the above market contributed 70% of the group's revenue.

In Asian markets, ZARA stores in China, Japan and Korea are densely distributed.

ZARA is stepping up its expansion in China, and even has a clear trend in the three or four line market. Its existing 151 stores are distributed in 62 different cities.

Their strategy is to enter a new market, usually first set up a shop, so as to continue to expand the cornerstone of the store, and so on after the local market has enough understanding, will continue to open second stores, or gradually introduce other brands of the group.

Jesus emphasized that this can ensure that ZARA stores and the whole group brand have frequent and close contacts with more local consumers. Only the proliferation of stores can fully understand the specific needs of each city consumer, so as to examine the whole Chinese market from a more comprehensive perspective.

In fact,

The importance of the Chinese market is also reflected in its especially cautious attitude towards its exports to China.

It is understood that ZARA products entering the Chinese market will be tested at the laboratories of entry exit inspection and quarantine departments to ensure that they comply with the relevant regulations of China, and then notify the logistics and distribution center of Spain headquarters.

In Jesus's view, the growth prospects of Asian emerging markets including China are encouraging.

Jesus also said that we are looking for suitable stores all over the world, as well as in China, but sometimes it takes a long time to choose a good store.