ZARA Wants To Enter Three Or Four Tier Cities To Meet New Challenges.

Always in China

The fast fashion brand ZARA has recently been eyeing three or four line cities.

Recently, at the opening ceremony of ZARA Beijing image shop, Ai Weimin, CEO of ZARA China, told reporters that ZARA had the intention of marching towards the three or four tier city.

However, insiders believe that as an international brand, its expansion path may encounter challenges such as consumer acceptance.

Ai Weimin told reporters that the development and development of China's three or four line cities

The pursuit of fashion is no different from that of other big cities. The issue of ZARA expansion to these markets is under discussion. "If there is a good location in the area and consumers need it, we will open our store in the three or four line city".

Ai Weimin said.

It is understood that up to now,

It already has more than 1750 shops and is located in commercial centers of 86 major cities in the world.

ZARA entered the Chinese market in 2007. In recent years, its number of stores has increased rapidly. At present, there are more than 400 stores in the country, and last year it increased by more than 120, and these newly expanded stores are concentrated in the second tier cities.

At present, China's three or four tier cities are rapidly rising, and consumers' fashion outlook is also rising. Obviously, ZARA has sniffed this business opportunity.

"In the first tier cities, because of the differences in design and operation mode, some domestic brands are in a weak position in competition with international brands. In order to compete for the market, they have entered the three or four tier cities many years ago.

After years of development, it has already formed a more mature scale in the region. Now, the expansion plan of ZARA may or may impact domestic brands to a certain extent.

A clothing industry insider said.

But he also pointed out that it is precisely because domestic brands have taken the lead in the three or four tier cities. ZARA wants to win the market with only a few young people's popularity. It is not easy to win the market, especially in terms of price.

However, this is also to remind domestic brands to accelerate themselves.