Zara'S Dominance Of The Global Apparel Retailing Industry Is So Brilliant.

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.

In 2015, Zara valued at $120 billion, and its founder, Amancio Ortega, had a strong share price of $79 billion 900 million, beating Bill Gate at one stroke.

This year ranked second in the list of rich people.

ZARA, which was just established in 1975, is such a scene.

In just a few decades, by selling backlogs from grocery stores in the Spanish border town to the global clothing retailing industry, what exactly does Zara rely on? The founder of Amancio Ortega said that the success of ZARA depends on this word: fast! Fast design! Traditional clothing brands, the whole process of new products takes 4 to 6 months, so let alone the four seasons of 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 fashion seasons in one year from design to plate making to make clothes and store shelves.

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.

The speed of ZARA is 4-6 times that of traditional enterprises, so it can produce 18 thousand garments per minute, with more than 25 thousand new products on shelves every year.

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

As a designer of ZARA, there is another important work, which is to gather information and fashion in every fashion conference.

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.

Compare with

The delivery time of ZARA is shortened to 2 weeks in 6 months, which is 13 times higher than that in the whole industry.

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

In warehousing, ZARA made a 5 million square foot warehouse with 90 football fields, 9 times bigger than the Amazon warehouse. The warehouse is very intelligent and almost semi mechanized.

The goods are directly placed with the machine in the area belonging to the branch store, according to the order needs of the 6746 branches in the world.

Finally, manual boxing.

The whole process will not exceed three days. In order to be able to stock up more quickly, ZARA will also be willing to pport at any cost.

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.

Compared with traditional industries, they like to spend money on media propaganda.

Never advertise, because ZARA knows its core is shops.

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.

At ZARA's store,

No way to disturb you, the way of display of goods also greatly reduces the cost of your experience. Such stores always make people can't help but 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.

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

In 2014, ZARA rented a whole storey building on Queen's road, central Hongkong, at a price of 9 million yuan 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, ZARA now has more than 6746 branches in the world and is expanding by 8~10% each year.