To Paint A Tiger Can Not Become A United States "Fan" With "Full Warehouse"

The United States is also an idol.

Its idol is Zara, the creator of fast fashion.

The quintessence of fast fashion is "fast". ZARA's speed can even be achieved in design, production and delivery within 15 days.

Before the study, the speed was about 70 days.

But the United States did not get up quickly in learning, instead, they filled themselves up in the process of learning Zara.

Unlike Zara's direct outlets, MP is a long-term franchisee model.

Retail expert Dai Chunhua pointed out that under the affiliate agency system, the United States could not learn the fast fashion of Zara at all.

Because the initiative of ordering system is in the hands of a large number of affiliate agents, a bottom-up group system is actually formed.

One of the biggest features of this model is that franchisees are more willing to win the risk of bursting because they take risks, and the explosive money is destined to be a very large number of street clothes, lacking personalized elements.

Zara, on the contrary, develops products and stores must be sold unconditionally, which is the essential difference in supply chain.

This pattern enables the designers team of 200 people to make all Zara customers wear low price designers, and they choose too many and limited supply.

The Harvard Business Review points out that in ZARA, you can always find new products and provide them with limited supply.

Most of these goods will be placed on special shelves.

This temporary break strategy is too bold in many people's eyes. But think about the popularity of all limited supply commodities in the market. What people need is not products but "difference" and "uniqueness".

At the end of the first quarter, the inventory exceeded $3 billion only when the announcement of the new brand image and the 600% net profit growth in the first half of 2011, increased by 600 million yuan compared with the end of 2010.

In this regard,

The explanation is rather weird: "more inventory is mainly caused by climate anomalies".

Is it really a climate anomaly or is it a functional disorder of its own?

Therefore, ZARA can complete the whole process from design to shipment within 15 days after the emergence of the trend. Therefore, when the goods are on the market, the styles and colors of the products can be closely held in the season.

And the United States needs to complete the entire supply chain for 2-3 months, and the trend has changed. Most of the goods produced can only be turned into stocks.

In order to learn more like that, Smith Barney started to push the store directly at the cost of 5 times higher than the franchisee.

Soon, the revenue of the battalion stores accounted for half of the total, but the contradiction between franchisees and direct stores also appeared quickly.

In 2011, in franchisees.

When it comes to a problem that must be squarely faced, the United States has granted preferential subsidies to franchisees. Franchisees can sell twenty percent off of the goods in the specified ten days, while the United States will grant 8% of the subsidy, which means that the franchisee also has to pay 12% of the profits.

But many franchisees responded that twenty percent off was not enough, and the United States direct store not far away was directly below 50 percent off.

This has hurt the franchisee, and the trend of each other has also become more serious in the overall depression of the whole garment industry.

And the resentment of franchisees is also affecting the decision of the United States, because the franchisees are looking forward to the explosion, so the United States will choose more clothing for each garment, so as to prevent the loss of goods.

But the speed of the supply chain is there, and many of the projected explosions become more inventory.

This is exactly what Zara is trying to avoid.

Any Zara imitator will be told that keeping low inventory in fast supply chain is the foundation of this mode of profitability.

And Zara did the same. Even if the prospects were excellent, they would rather not make money from that burst, nor produce large quantities of replenishment.

In fact, there is a good thing to do, that is, consumers do not have to worry about their clothing "rotten Street", which is also the core taste demand and consumption stimulating point of the 90s crowd.

The Chinese enterprises that have consistently dried up and catch fish often understand this, but they can not avoid the temptation of short-term interests.