Zara has become a widely recognized brand in China

Zara in China has been a widely recognized brand, the community from different perspectives of research to provide China's fashion industry development for reference.

However, although the research results summed up a lot of, but the impression seems to be very important, what is the main, what is supplemented? often overlooked. In particular, to enter the scale of the growth of enterprises, many began to explore how to promote this highly brand-oriented industry to achieve the virtual brand management platform, in fact, this from the computer, mobile phones and other emerging industries development model of the application of new concepts, for the fashion industry needs to be discretionary positioning. Based on the European analysis of Zara model, I do a brief analysis of the humble opinion:

Zara's main business and auxiliary work system: not subversive

Inditex Group (Industrias de dise.o textil, S.A, referred to as Inditex), is Spain ranked first, one of the world's four fashion chain, (the other three for America's leisure fashion giant gap, Sweden's fashion giant h Is Inditex's most successful clothing brand (others: Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home, Uterque, Zara Kids), Zara is considered one of the most valuable brands in Europe for its success.

The analysis of Zara's strategic management and the operation and design of its profit model, it has not left its own work, namely: "Around the marketing, down-to-earth to do their job--' physical product design and production '." and Zara all other business and functional activities of the system and process, are ancillary to their own work, including: Information marketing and customer management system, fast global logistics distribution system, global marketing Network and store layout, the classification of market demand feedback under the design and order planning, cost control plan, Limited supply limits on strategies, and cultural identification systems, etc.

Fundamentally, for Zara's success, in addition to the "marketing of apparel design and production" main business, all other work to be done by supporting the main industry, and even the cost of the enterprise to pay less than the main part of the budget.

Second, from Zara strategic business model to see China's fashion industry several misunderstandings: what is "a flower One World, one leaf one bodhi"?

1, the development of China's fashion industry in the positioning of several misunderstandings: product and brand differentiation conditions and barriers

First, some of China's fashion industry to develop a vision of the misunderstanding: what is the main business, what is supporting support?

On the contrary, our fashion industry into the scale, the planning will often vigorously introduce the so-called can reflect progress or "with the Times" of the "virtual electric platform" as the ultimate goal of industrial upgrading. Enterprises often assume that all core business can be outsourced, in addition to the brand outside the tube, completely around the platform economy to develop, only to order outsourcing can be customized. The idea is good with ideas, however, the individual differences in the fashion industry and the changing nature of fashion and cultural elements, as well as the characteristics of cultural situation changes, the idea may be due to High-tech or standardized customized computer or consumer durables industries (I have talked about the different industries of the brand formation characteristics), but , the effect of the development will often appear to be unsatisfactory. If the enterprise thinks that this kind of work or core business is completely off, is to advanced productivity closer to progress, a law, then some wrong.

Because, so, Zara brand in our fashion industry in the eyes, whether it will appear "outdated", but not with the times? In fact, the conclusion is the opposite. If you give up the main business, the development of independent virtual power, can not wait, can be done at any time, it is engaged in the computer network services group, just at hand daily work, and for the fashion industry, it should only be a core of the professional business of an auxiliary just. If you do not rely on the main business, to focus on the virtual Electronic Business platform, the core businesses are virtual electric or clothing design and production? The business focus of the two is completely different from the core advantages.

Second, the characteristics of the fashion industry and emerging industries: differences in product and brand conditions and barriers

The fashion industry is one of the most popular consumer goods industries affected by the differences in culture, personality and fashion. Compare computers, there is a fundamental difference between the outsourcing of consumer durables and other High-tech industries, which is the core of the product differentiation which is formed by the technology and industry standard, and constitutes the trade barrier, meanwhile, the latter has the characteristics of high capital and high technology core advantage and professional standard configuration, Not only can the technical standardization barrier also constitute the cost barrier, at the same time, after mastering the core technology and technical standards, will face the requirements of the large-scale production under the technical criteria, the realization of the outsourcing and its supporting production behavior does not affect the social recognition of technology and standards, even if there is the industrialization of standardized batch scale production patterns , it will also be characterized by the brand of the technology and the standard difference recognition.

Therefore, similar to computer, mobile phone, consumer durables, etc. often through the core advantages of technology, or brand, technical standards and logistics advantages for the platform management basis, to achieve outsourcing, does not affect the society of its technology and standard quality of the essential difference between the existence and resolution of the barrier.

And the fashion industry is very different, the traditional fashion industry as a large difference in the consumer goods industry, the product of the brand recognition of the personality differences effect is quite high. It is different from the emerging technology industry, industrial standard pieces. The fashion industry is influenced by the change of culture, individuality, market and environment situation, even lifestyle and habit, all kinds of cultural elements can make new brand fast grow up.

Based on this characteristic, when the fashion enterprise obtains the scale growth, does not mean that the enterprise achieves the scale economy, must consider its core superiority and the core business to outsource (of course, this core advantage includes the design ability or the accumulated personalized demand of the marketing network embodied in the competitive advantage). Because, often the core advantage to the new technology or technology standardization enterprise or standard parts Enterprise's core advantage also cannot outsource.

Third, the fashion industry brand growth of the rapid and differentiated: "A flower in the world, a bodhi leaf."

It is precisely because the trend of demand in the fashion industry has a large diversity and personalized characteristics, such as other initiatives to give up their own functions, or even the core competitive advantage, its strategy is undoubtedly abandoned maxleaf trend. It is actually giving up the accumulation of the demand characteristics of different cultures based on cultural differences, individualized differences and group differences. Perhaps companies will be able to meet all groups because they have already shaped the scale of the brand, industrialized by mass production. This is a no small misunderstanding.

For the "People-oriented" cultural changes in the needs of the understanding, as the Buddhist said: "A flower in the world, one leaf a bodhi, a sand one bliss, a smile a worldly."

2. What is the core of Zara's success? "Marketing" around the business "design, production and sales"

Factors of Zara's success explained by different perspectives: Drucker's correct understanding of marketing

At present, the evaluation of the success of Zara has a lot of perspectives: some from the rapid logistics distribution system to find success, some from the cultural identification system to find a successful gene, some from a large team of designers to examine its success concept, and some from the real-time market demand interactive system feedback on the success of the content, Some from the store layout to explore its successful market possession, and some from its limited sales strategy to evaluate why the hot people around, and so on.

However, all of the return to the source, has failed to replace Zara around the "marketing" activities rely on the "job", that is, from the design, production to product sales business, its basis for the "product" itself molding work. So, the work of all angles of view is used to assist the construction of "marketing" auxiliary system, and for "marketing", it relies on the foundation can not be abandoned, that is, can not lose its existence of the "product" to shape the foundation-the enterprise's own job basis, the loss of the same as the smart woman under the "bricks". So, when we understand Drucker about "marketing" is the only function of the enterprise, but can not even the basis of marketing, or the basic business of the enterprise is also because of marketing and be abandoned, be abandoned and talk about "marketing".

Wen/Chuang Fuzhi