ZARA And Agogue Rush Out Quickly, Fashion Competition Is Fierce.

Someone once asked, "who is agge's biggest threat?"

Biel Mitchell, the president of the world, expressed his solemn expression and hesitated for two days: "Zara".

Another question was asked by Zara founder Oman Theo Ortega, who did not answer.

The man then asked if IgG, Ortega, who was smiling, smiled.

This little-known dialogue has become a prediction.

In 2014, Zara entered China for only 8 years to surpass its rivals.

The gesture of 2 times will dismount the 20 years of China's fast fashion throne.

War in the South

In 2006, China's fast fashion forum was set up: elige lived in the top of the league, followed by the European brand.

Until ten thousand miles away, Zara, Spain's brand, decided to move to the inland civilian market in Hongkong.

Ortega sent his own confidant, Victor, to be president of Zara China.

The news spread to Liu Xunpo, President of China's president, and Liu Xunpo was surprised. Although at that time, some people knew Zara, but Liu Xunpo knew that Zara should not be underestimated. Its more than 900 stores were located in 56 countries all over the world.

A hurried bell rang at the French headquarters of agge, and Pierre, the global president of IgG, was very calm.

The Chinese market has been rooted for ten years.

On this side, he looks at the Shanghai market.

A Shanghai is the forefront of China's fashion. It radiates East China and North China. It affects Beijing and the overall situation. More importantly, Shanghai is the stronghold of IgG. If this war is successful, Zara will not only build a solid foothold, but also fight mountains and tiger.

When Zara first attacked Shanghai, Liu Sheng Po was relieved.

The agate counters are located in all the major shopping malls in Shanghai, and even some counters have an area of more than 700 square meters. Zara has no advantage no matter where they enter.

Moreover, more than just AGG, the leaders of the most preconceived ways are ready, and a large number of salesmen are on standby. As soon as Zara appears, everyone will rent more counters around them, and even promote sales with a siege attitude. No one welcomes the unexpected guest.

Liu Xunpo did the preparations to fight, did not expect Amigo to bypass the shopping mall, quietly signed a more than 1200 square meters of Nanjing Road 2 storey stores, one hundred thousand new autumn and winter series unified presentation, and style imitation luxury brands Chanel, Dior and other prices are not enough 1/10, just about 30% more than the aiger.

Zara's first store opened in Nanjing West Road, and the high specification and momentum made it look inferior.

Daily sales of 600 thousand yuan, almost surpass half of the sales in Shanghai.

When Zara started, Liu Xunpo suddenly felt that the crisis was coming, and a strong hand who was different from the past appeared.

Liu Xunpo realized that the mode of the special store which is composed of many small and medium-sized franchisees in China's department stores will face challenges.

I heard that the opponent has chosen another place of gold in Shanghai, Huaihailu Road, and the storefront will be more than 1500 square meters.

Huaihailu Road and Nanjing roads are small and expensive, and Liu Xunpo is eager to pay higher rent.

However, most of the stores are the franchisee's own business mode, and the store is still available.

He turned to headquarters but had no definite support.

Liu Xunpo was so worried that he quickly directed IgG to open three store counters in the east-west direction of Zara Nanjing road and the North Tibet road in the north-south direction, forming a momentum of North-South angle, blocking consumers halfway, and even self raising funds to open the flagship store of more than 300 square meters.

But with the opening of Huaihailu Road's Times Square, the second largest Zara store, Iger's performance fell for the first time.

With the success of two shops in Shanghai, Zara suddenly made its way to Hangzhou in November 2007. Subsequently, UNIQLO and h&m also entered the inland market to take part in the market.

This year, IgG barely managed to keep 860 million yuan in turnover, and the South market was declared dead.

Speed of life and death

The success of South market represents

Opening the first line of defense in the inland market has become a strategic demand for Zara to tear the entire inland market.

The representative of the northern market is Beijing.

Zara opened in a big shop on the world street in downtown Beijing, and Edgar was close to the loss of 1/3 consumers.

Shanghai's failure, coupled with Beijing's disadvantage, finally led bier to realize that he had underestimated his opponent.

Pierre changed his seat and sent his own hero Mare Fu Sen to replace the exhausted Liu sun Po to defend the inland and defend Beijing.

In the past 40 years in the clothing industry, Fu Sen has served the top brand Armani.

He knows that Zara's big store mode comes from its strong supply of goods, and hundreds of series of more than 10 thousand products. At that time, iggar also has only more than 2 thousand styles. It is impossible to support thousands of square meters of large stores.

But fast fashion is fast, and the same as the giant of the clothing industry, though the overall speed is not as good as Zara, but it is not impossible to sprint for a short time and keep the market.

At the turn of spring and summer in 2008, a revival of wind suddenly appeared in Europe. The trend of fashionable jacquard gauze and gold and silver brocade and embroidery and wrinkle technology became popular.

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Amigo did not show signs of weakness. He also introduced the theme of fashion in the 60s of the last century, and added the hollowing and lace modification on his craft.

To speed up the push, Fu Sen sent more than 100 buyers and designers to Europe's major fashion shows, and Zara sent more than 200 designers.

As long as new products come out in Europe, Zara will launch similar copies in the mainland within 12 days.

In order to respond more quickly, Iger asked more than 2000 Chinese shops to report the most popular and worst selling 10 styles every day.

If you do not sell well, return the order, extend the design, or pfer the goods or promote sales immediately.

Popular style, immediately arranged to use the existing version of the two design, within 2 working days can be completed.

The sharp speed of AGG has temporarily crushed Zara's dominance in the Beijing market.

Amigo immediately asked Zara to launch new products two times a week, and the new ones were directly pported from Spain, even without the price of the euro on the label, and at the same time, the time to expand the stores in Beijing and Shanghai to more than 40.

In the next spring and summer of 2009, AGG continued to take the initiative, and Zara still refused to let go.

Dazzling products, like lightning, see all brands stunned, at a loss.

By relying on the constant design of "exploding money", Edgar suddenly expanded the national counter to more than 2300, relying on wolves tactics to basically contain Zara's aggressive big shop offensive.

In December 2009, Zara, which already had more than 60 thousand square meters of stores, had been tied with AGG on sales.