Zara'S Secret Of Global Apparel Retailing

In 2015,

Valued at $120 billion, its founder, Amancio Ortega, used a strong share price to reach $79 billion 900 million and overtook Bill Gate at one stroke.

This year ranked second in the list of rich people.

But you probably can't imagine it.

ZARA, founded in 1975,

This is how it looks.

In just a few decades, selling goods from the grocery store in the Spanish border town to global clothing

What is Zara relying on?

Its founder, Amancio Ortega, said that the success of ZARA depends on this word: fast!

Fast design! Faster than 10 times faster than peers.

Two on Monday, we can make 20 fashion seasons in one year.

stay

Inventory is like food, and it will soon exceed the shelf life.

The traditional clothing brand takes 4 to 6 months for the whole process of new goods, so let alone the four seasons in a year, most of them are new in the two quarter of spring and autumn.

ZARA uses the "Vertical Integration" mode.

ZARA is divided into 20 parts in one year from design to production, clothing production and shop shelves.

Season.

All popular money can be bought in Zara at the first time.

In Spain, ZARA has more than 200 designers who squatting at various stores every day, observing and recording consumer preferences and pmitting to computer terminals.

From design to factory cutting tailoring

OEM and ironing

The speed is 4-6 times that of traditional enterprises, so it can produce 18 thousand pieces per minute.

There are more than 25 thousand new products on shelves every year.

It has the fastest "Shanzhai" process in history.

In addition to the timely feedback of market information, ZARA also has a strong strategy to improve the design speed, that is, "copy".

As ZARA

Another important task is to collect the trend information in every fashion conference and try to "Shanzhai".

We are familiar with the big cards.

(ZARA 2015/: Louis Vuitton 2015/ right: Gucci2015)

Of course, ZARA has to pay tens of millions of euros in compensation for infringement every year, but it is not a good thing for ZARA to run hundreds of billions of euros every year.

Compared with the 6 month shipments of traditional industries,

The delivery time is shortened to 2 weeks, 13 times higher than that of the whole industry.

As a result, ZARA customers visit ZARA 17 times a year, while other brands only have 4 times.

Fast shipping! The best logistics system in history.

9 times more technology than Amazon

In warehouses,

It made a 5 million square foot warehouse full of 90 football fields, 9 times larger than the warehouse of Amazon.

The entire warehouse is very intelligent and almost semi mechanized.

Commodities are placed directly in the area belonging to the branch store according to the order needs of 6746 branches worldwide.

Finally, manual boxing.

The whole process will not exceed three days.

Flying clothes at any cost

In order to be able to stock up faster,

At the expense of pportation.

The whole plane is pported by special planes, or even without cargo ships.

New products from Spain to the world distribution, the longest will not exceed 48 hours.

Shop quickly! 6746 shops in 40 years

Compared with traditional industries who like to spend money on media promotion, ZARA never advertise because

Know its core is shop.

On the one hand, you can see the needs of the customers on the one hand and create the extreme user experience on the other.

In ZARA stores, shop assistants never bother to disturb you. The way of displaying goods also greatly reduces the cost of your experience. Such stores always make people reluctant to go for a stroll.

In addition, the biggest hobby of ZARA's boss is to buy real estate.

By the end of 2015, his property assets had exceeded 6 billion euros, making it the largest Real Estate Company in Spain.

Annual rental income is 85 million euro.

So there is always a "no better but the most expensive" mentality for ZARA.

Every time a new city is landed, shops are located in the most prosperous section of the city.

In 2014,

At the price of 9 million yuan, the whole floor of Queen's road in central Hongkong was leased to open a flagship store with an area of 55000 square feet.

Through point to surface, continuous expansion, like a drop of oil on the fabric surface slowly extend process, let the brand influence cover the surrounding area.

This method is called "oil pollution pattern" in the group.

With this strategy,

At present, it has more than 6746 branches in the world and is expanding by 8~10% every year.

From a small Spanish shop to the largest retail clothing store in the world.

The success of ZARA is just to show that the world's martial arts will not break quickly, but speed will be the magic weapon for start-up companies.