ZARA Always Insists On "User First".

Just like "O2O", "cloud computing" and "big data era", any new theory will be reinterpreted to rotten. This time, I borrow 360 chairman Zhou Hongyi to interpret the "Internet thinking": "user first, experience is king, free business mode, overlay innovation", to say how ZARA implemented the "Internet thinking" from the beginning.

ZARA, one of the world's four largest fashion chains, ranks the first in Spain. Its design team is praised by the clothing industry. They are always in the "chicken blood" state of the fashion trend's ability to control and reproduce.

But in fact, the original ZARA started from a small fishing village in Altai (Arteixo), a small workshops in the small shops. But since the founder successfully copied the senior pajamas and was welcomed by the people around him, he opened the door: only to the consumers what they love best.

From the very beginning, we can find inspiration in fashionable passers-by to the four largest. fashion week On the naked copy, ZARA has been fully concerned about what consumers love to buy and what they love to wear. This is one of ZARA's manifestations of Internet thinking.

ZARA's approach is this: in its new product composition, 65% plans to produce 35% mobile adjustment. Before 35%, all the buyers in Europe came to offer creativity and design, and now rely on them. Internet To achieve. On social media Instagram and Facebook, many ZARA buyers are lurking, and everyone is concerned about the large number of buyers. Fashion personage 。

ZARA doesn't mind looking for inspiration from an ordinary user, or about trial and error. In the fashion circle, 2013 of the simple breeze and 2014 of the sports wind, ZARA can capture the fashion trend and launch the product at the first time, and truly achieve the goal of "providing consumers only".

In addition to the design, the key point is: the management policy of all ZARA self operated stores can be carried out from design, data collection and distribution to customer orientation. Such a way of closely linking the front and rear ends, adjusting production and operation at any time through sales data, is also an important mode of high quality and fresh life for Internet enterprises.

ZARA itself is like an Internet product. It can continuously and quickly iterate, add or delete or optimize its own functional characteristics.

In contrast, many domestic clothing brands, such as Smith Barney, are not sincere enough to consider users. External complex channel management and control is difficult, and the quality of service level can not be unified. In the interior design, the boss also needs to be "one size fits all", which is more and more unable to meet the individual needs of consumers.

Mr. Zhou Chengjian, the boss of the US state, still maintains that "we must ensure the production volume to keep sales", but we can not effectively get through the management system at the front and back side, and fail to provide sufficient and effective data for the production stage, so that the consumers' wishes can not be reflected in the production.

Contradictory decisions reflect the drawbacks of not being open enough to the brand. The consequence is the rigidification of the operation process, or the process itself can no longer adapt to the market with internet characteristics.