ZARA And AGG Are Fighting.

The market has always pushed the waves ahead of the Yangtze River. Zara, which has more comprehensive advantages, has opened the new chapter of fast fashion in the Chinese market with the big store mode, and the former hegemonic Edgar is really going downhill. Is the counter mode declining? Is AGG's turning over war going on in the new year?

Someone once asked, "who is the greatest threat of agge?" Biel Mitchell, the president of the global president, said with a solemn expression, hesitating for a long time to vomit two syllables: "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 made preparations for the battle. Amigo did not think of it, but Amigo bypassed the shopping mall counter and quietly signed a more than 1200 storey 2 storey shop on Nanjing road. The one hundred thousand latest autumn and winter series were unified, and the style imitated luxury brands such as Chanel and Dior. The price was not 1/10, which was just 30% more than that of agige.

{page_break}

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.

Liu Xunpo turned to headquarters, but he did not get a clear 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 the opening of Zara's first line of defense in the inland market, and the strategic demand for Zara to tear the entire inland market is to enter the northern 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.

{page_break}

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. ,

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 transfer 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 transported 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.

{page_break}

　 Department store fast war

Zara, who was brought back to the first inning, began to fight the idea of agle channel. Although the store is imposing, it is difficult to surpass its coverage.

Dozens of famous fashion department stores such as the Pacific, the new world, SOGO, Mackay, Parkson, Maui, Yintai, Ping htang and so on are all Zara's goals, but they are long ago, and are unable to escape any eye movements.

On the one hand, aiger relies on the advantages of the first place to expand the investment in the special store. As long as the franchisee is willing to join, AGG provides the interior base decoration, and can join the fee single digit. There is only one request: where Zara appears, he will follow up. And he agreed to all sales promotion requirements of the store manager.

Zara was extremely embarrassed by IgE's tactics in the department store. To ensure policy uniformity, all Zara shops are self operated and never join. The number is still not up to the full bloom of IgG. More importantly, in order to shape the dignity of the brand, Zara products are rarely discounted, but sales promotion is a means of sale in department stores.

In desperation, Zara can only temporarily abandon department stores. At the same time, Zara realized that he was far from being a dominant position. IgG's image of civilians has already occupied a large market. Breaking the great position of Iger has become the next breakthrough point for Zara.

Fashion trends watch movie stars, fashion trends look at models. On the face of it, this round is just the most popular German Zara Toni model, who is the most popular player in the world, and has invited the fashionable vane Natalie vagnno to endorse it. Zara invited her to the world's newest super mold woman. fashion Xiu BA Caroline Nelson.

But when he was preparing to negotiate with two prospective spokesmen, he suddenly discovered that Zara had already signed two people one step ahead of time, and even signed several supermodels that had just become popular. I don't know when the world's first line models almost all work for Zara!

Why is AGG always taken the lead? The contest behind the two brands surfaced.

It turns out that Zara has more than ten thousand new products every year and needs strong model line-up to expand its momentum. Therefore, Zara will pay close attention to the trend of the model when sending buyers around the world. Once a model is found to have potential and is consistent with brand tonality, it will immediately sign a training agreement with the brokerage firm, or even invest in training models until it becomes popular.

However, there are no more than 10 thousand kinds of new styles every year. There are thousands of different kinds of products in the market. The buyers are less than half of Zara, lacking the imitation power of their rivals. In fact, they are also slightly inferior in their comprehensive strength.

{page_break}

In this round, though he was "not fighting and bending the troops" in the department store channel, he was pulled off the brand grade by Zara because of the fall of the spokesman's "grade".

Zara, which built up a big image in the minds of consumers, even though there were only 180 stores in the mainland, sales surged to 800 million yuan. In 2013, the store had more than 2800 stores, but it lost money.