Offline sales or encounter bottlenecks fast fashion zara test water China electric business

Recently, the Spanish fast fashion brand Zara officially landed in the Chinese online store.　　It is reported that its online platform will be synchronized with the physical stores selling all the goods at the same price. In this respect, the electric business observer Ruzenwang to the daily economic news reporter, this is Zara strategic orientation layout. "The size of the garment's electric quotient is more than 200 billion, Zara is trying to help its brand penetration through the electric business platform."　　Le Yaokung, a luxury marketing expert, believes that Zara's China offline sales have been at a bottleneck as economic growth slows and the market in the first tier of cities is saturated. It is reported that since 2006 Zara opened the first shop in Shanghai Nanjing Road, so far the domestic stores have more than 105. In recent years, China has grown into one of the most important and most widely developed markets for Zara brand parent company Inditex Group.　　Zara believes that online stores are a good complement to physical stores. In this regard, China e-Commerce Research center Mo Dai Green that online channels for the development of Zara potential customers have a great role. "Through this approach, enhance the brand awareness, more people will accept the brand." "In the Chinese market, the GAP, excellent Uniqlo and other brands of online stores prior to entry, to a certain extent, has been divided into the online business share."　　In this regard, Mo Dai that, although some of the rapid fashion early entry, but in the electrical business is still groping stage. And for Zara Independent electric line with the same price in the same way, Ruzenwang said: "Zara is only the electric dealer as a (display) platform to do." "For this Zara's involvement in China's electricity business, Le Yaokung said, the main problem is to do the electrical business in logistics."　　Zara has a strong offline network to do bedding, if you can solve the logistics problem, defeating many opponents is not difficult. But as of now, a single brand has few successful cases.　　Comparatively speaking, the fast fashion domestic electricity business channel enters not very long, is still the test water stage at present. At the same time, Mo Dai Green believes that consumers will not be based on price judgments to buy.　　"If the fast fashion brand electric dealer all year round is the promotion form, this to the brand long-term development is disadvantageous." "As a brand operator, reasonable channels need to be established, as for whether it is to do their own or to the Third-party platform is not important." Ruzenwang to reporters.