Zara is the originator of the undisputed "fast fashion"

Zara is the originator of the undisputed "fast fashion". Since entering the mainland of China in 2006, the speed of its expansion has also been greatly improved by leaps and bounds. As of now, Zara has more than 400 stores in mainland China, including Beijing, Shanghai, the two first-line cities have more than 40, a short span of six years, Zara has entered the mainland 53 cities, covering 21 provinces, 4 major municipalities. Its expansion in the mainland of China's road into the city, the scope of a wide range, so that other brands are ashamed of our demeanor.

Zara's fast fashion model is very early attracted to the well-known faction friends, the chief executive of the oil master, the attention of the CEO, even in his current restaurant "Carving ye beef Brisket" operation, the Zara model is also more reference.

"If women can be divided into stars, the market will be divided into one star to five stars." One star is the goods, five stars is the international first-line big-name. You will find that, such as Chanel, Givenchy, such as the corresponding stores, designers, fabrics, production and prices are five-star, and in contrast, the value chain of the goods corresponding to each link is a star. After full competition in the market, a star and five stars brand in their own value chain system step-by-step, a star brand want to sell five star price or five-star brand want to butt the cost is impossible. According to the analysis of the master, Zara's genius is: around the "fashion changes in clothing style," the core requirements of the user reconstructed the value chain: so that users in the top stores with two or three-star price to buy the fashion standard near five stars products.

The Vulture believes that Zara uses a large number of subtraction methods to reconstruct its value chain and pinpoint its own user base: Those who pursue fashion and store experiences but are relatively sensitive to prices. For example, cut off the star endorsement, advertising and single product production, focusing on the quality of its products in the style, in the fabric work to subtract some costs. However, in Zara's operating mode, is not entirely subtraction, in the store level of investment, Zara has been spared no expense, site and the international line of the top brands, and often its stores are the mall inside the largest area of that, the psychological implications for users is self-evident, Consumers who first entered the contact with Zara quickly put Zara and other big brands on the same level in consumer psychology. This is one of the smart places for Zara.

Since 2006 officially entered the Chinese market, is already surrounded by the vast majority of China's one or two-line big cities. Now, with the rise of China's three or four-line urban spending power, three or four-line city consumers have gradually established their own fashion consumption concept, many three or four-line cities have built their own supermarkets, attracting more international brands, Zara also keenly sniff the business opportunity.

In a recent report, Zara's China executive director Ai Wei-min said Zara's expansion into China's three or four-line cities has entered the company's internal agenda, and that, for now, more than 50 cities in China already have Zara stores. For the three or four-line city, its development and consumer pursuit of fashion and the same as the first-line city, if there is a good location, and consumers have the demand, we will be in the three or four-tier cities to open our stores.

From this passage you can see that Zara's two important indicators for developing new stores: First, a good location;

Indeed, in a first-tier city, due to the gap in fashion design and operation, some domestic brands are obviously at a disadvantage in the competition with international brands, so it is a very good choice to give up the three or four-line city which has reached the white-hot level in all aspects of the competition. It is also a sensible strategic shift. It turns out that many of the brands that give up the one or two-line cities and turn to the three or four-line cities have found more in line with their product positioning consumers, at the same time, but also those market pioneers, has initially developed a three or four-line city consumers some fashion feeling and needs. It can be said that in the three or four-line city, many domestic brands have formed their own fixed market and mature scale, if Zara break in at this time, this to the local apparel industry, is also an "aggravating."

However, this may not be a good thing. For domestic brands, it is necessary to face the impact from international brands such as Zara, although there are still some gaps in the visibility and operating mode, but at least the advantage of price. At the same time, accept the challenge of outstanding brands, but also a good opportunity for self-improvement, the need for better quality and more intimate service to meet more consumers to rob the market. For Zara, to enter China's three or four-line city, is also a good test, which will make this "fast fashion" giant more pro-people, from the design, the price of true pro-people.

So, in any case, if Zara really can walk into China's three or four-line city, although it will be for the present is already a leading domestic brands have a certain impact. However, in the long run, whether it is the incubation of the market, or the mining of consumer demand, for Chinese consumers, is a good thing outweigh the disadvantages.