Clothing Electric Providers Have Taken The Lead In The Internet Industry.

Traced back to the source, the ZARA mode is actually the 3 version of SPA (Specialty Retailer of Private Label Apparel, private brand fashion retailer) mode, and the core of SPA mode is integration of production and circulation.

The development of SPA mode has gone through three stages. It was first extracted from the business mode of the fast moving consumer goods industry by GAP company of the United States, and developed as its business philosophy. It was formally defined in the annual report of 1986.

In the second stage, the Japanese SPA mode represented by UNIQLO (UNIQLO) was introduced, characterized by low price popular basic and warehouse type supermarkets.

The third phase of the SPA model is represented by Spanish ZARA and Swedish H&M, emphasizing the integration of the supply chain, based on efficient production capacity, and ensuring fast updating of products, with "parity" plus "

"Created a new miracle in the clothing industry.

(1) richness

The richness of ZARA means "more money".

The shop area is more than 500 square meters, the flagship store can reach 2000 square meters, such a large display area, the result is to bring a lot of products.

For leisure

For the basic positioning, ZARA has established a complete product line.

From a consumer perspective, ZARA includes men's wear, women's wear and children's wear. It can not only solve the needs of young singles, but also meet the needs of all three small families; from a seasonal perspective, ZARA covers four seasons: spring, summer, autumn and winter; from a functional perspective, ZARA includes T-shirts, trousers, skirts, suits, jackets, windbreaks, knitted yarns, winter wear, belts, boots, bags, scarves, accessories, hats and other costumes and matching products.

In terms of quantity, ZARA launches about 40000 new products every year, and selects 10000 of them to put into production and reach consumers.

Because the virtual exhibition space can be infinitely large, the electricity supplier enterprises also occupy a great advantage in product richness.

However, as a single electricity supplier brand, its richness is still very limited.

As a treasure, Tmall, Jingdong and other platforms, according to the rules of sales ranking, the electricity supplier brand must rely on the "explosive economy", often 10% of the explosions, which brings more than 70% of the traffic volume.

Therefore, too much SKU is absolutely disastrous, because most commodities will lack natural flow and become stock backlog.

For ZARA offline retail brands, the flow of each product is almost the same, so there is no need to deliberately make explosions and lose the richness.

(two) scarcity

The scarcity refers to "quantity less", that is, in the same shop, the same style often has only a few stocks. If consumers do not start first, then come back in a few days, this style of products will no longer exist.

In this way, ZARA always purposely creates scarcity, so that consumers can't help buying snapping.

At the same time, the scarcity of ZARA also meets the personalized needs of consumers. The probability of wearing ZARA clothes and "bump shirts" is very small. Every ZARA fans are unique clothes.

Therefore, ZARA can deeply attract young consumers with their avant-garde personality and make them loyal customers.

Because of the electricity supplier's "exploding economy", the electricity providers have to throw their resources to explosions, and they sell tens of thousands of products, so there is no scarcity and personalization.

In this regard, ZARA wins the electricity supplier.

(three) fashion

The iterative thinking of fast fashion and Internet is synonymous.

As the originator of fast fashion in the world, ZARA always stands at the forefront of global fashion. With its sharp sense of smell and feelers, it collects and analyzes the world's big data for real-time analysis, through the buying system to imitate the latest styles of big brands, mobilizes the flexible supply chain, and completes the rapid iteration of products.

Because of the fast updating of products, fast response to the trend, and always leading the latest fashion, it is called "fast fashion".

In the fast fashion competition, ZARA has no suspense ahead.

In recent years, the clothing industry must be known as "learning ZARA". In fact, only a few high street brands such as H&M can keep up with the pace of ZARA in the traditional clothing brands. In the brand of clothing business, except for the Korean clothing house, it is entitled to "Han Feng fast fashion", other electric providers are not this magnitude.

(four) parity

The reason why ZARA can beat the fashion leader brand in sales is the parity.

Although ZARA's fashion is closely related to many luxury brands, its price is even lower than that of the luxury brand 1/10, so that the urban youth can afford it.

Such a super cost performance, so that consumers are in hot pursuit.

Every time a new store is opened, it will be sought after, creating a myth of daily sales.

The result of parity is that ZARA is not only the most leading brand of its parent company INDITEX, but also the leader in the apparel retail industry.

Speaking of which, the electricity supplier brand is not convinced.

Well, for parity, electricity providers have the most say.

In order to explode money, electricity providers are losing money to earn money.

On the one hand, traffic, manpower and other costs are getting higher and higher. On the other hand, the electricity supplier has been trapped in the red sea of price war.

The parity of ZARA is aimed at luxury, and the popularity is also aimed at the middle class. Therefore, ZARA does not fight price war. It is also a medium high price in the Chinese market, so the gross profit margin is still very high.

Numerous cases have proved that contrary to the laws of economy and the low price strategy without premium, only the brand will fail.

In this regard, ZARA has actually won the electricity supplier.