Many Domestic Clothing Brand Shops Try Water "ZARA Mode"

Recently, every Saturday, Beijing CBD There are long queues in the ZARA shop's fitting area and the cash register. It is hard to imagine that a Spanish brand with the quality of clothes and the poor service will attract countless customers. In Shanghai, this brand store can sell 800 thousand yuan a day, so that all Chinese colleagues envy it.

This chain clothing brand store entered China last year. There are many kinds of clothing in the shop, which are worn in winter and in summer. The producing area is the third world country such as Morocco. However, these different styles and styles of clothing are labeled ZARA and are sold in ZARA stores. This chain store represents a new mode of clothing industry -- self built channel. clothing Brand and sell.

In fact, as early as a few years ago, there was a channel brand store in the domestic garment industry. But where is the place where the foreign brands are more successful?

ZARA's "fast" and H&M's "balance"

　　 international brand ZARA and H&M are popular with consumers when they enter China. Both of them take the path of parity fashion clothing, but ZARA emphasizes that products are listed on the "fast track", while H&M seeks a balance in terms of price, time and quality.

Shopping in the ZARA shop is like shopping in the supermarket, looking for what you want. No one asks your size, no one is enthusiastic about service, or even wants to ask a question. No new packaged goods are available at the store. If you suggest that a dress is a little defective, shopping guide can only say that it is powerless. The clothing size of this brand clothing store is generally large for Chinese people.

Nevertheless, the trend of men and women in the store still stubbornly expressed their interest in this exotic brand. "The design of clothes is very international, but the price is cheap". "Every style is not much, it will be more unique, better than the things in the foreign trade store" is obvious: fashionable, cheap or international brand, who is not interested?

Coincidentally, another clothing retailing in Sweden. brand H&M also opened a store in China. When the Shanghai store opened, the police came to maintain order. H&M is also a cheap fashion route, lower than the ZARA price. The reason is that ZARA almost controls the whole process of production, while H&M mainly relies on outsourcing to produce global sourcing.

When Chinese enterprises are still risking their intellectual property rights to imitate international brands by catching up and copying them, ZARA is also imitating, but this kind of imitation is completely timely and changed. It is understood that more than 200 designers of ZARA are second-class designers. In March and September each year, they hang around fashion conferences in Paris, Milan, New York and other major world brands to catch popular elements and quickly redesign and redesign them.

For ZARA, this ocean. Exclusive shop For example, each store manager has a PDA directly connected to the headquarters, which can feedback information and order in time, so that the brand of a small number of products can be delivered to the terminal in a very short time. Unlike ZARA, the H&M lead time varies from 2~3 to 6 months. The idea is that the preparation time should be balanced in terms of price, time and quality.

Many domestic brand shops try water.

In the past few years, there have been channel brand stores such as Hai Lan home, ITAT, PPG, and so on. Although there are differences in the way of operation, they have had some influence.

"ZARA's model is not difficult. Chinese clothing enterprises have strong production capacity, logistics and distribution capabilities, and information technology capabilities to meet this requirement, and even are advantaged. China's ZARA or H&M have every reason to produce." Ding Hui, general manager of the Chinese fashion company, said.

In Jinjiang, China's clothing brand has a large number of clothing brands. These clothing brands are making the same brand in almost the same way: opening orders, producing, supplying and selling. clothing It's inventory. Such a big fee Zhou Zhang, sales are hundreds of millions of yuan or even more than 10 billion yuan, and to take a huge share of advertising.

It is a clothing chain brand chain store in Quanzhou, Fujian. Although it is not very well known, it has already had many venture capital to extend its olive branch because of the scale of its more than 100 stores.

Apart from the odd, a number of men's wear brands have appeared. The family of Hai Lan enclosed all kinds of men's clothes in a shop with "men's Wardrobe". ITAT takes the international brand as the main entry into the mainstream shopping mall to become a store store, while PPG completely adopts the network custom no shop mode to sell. Although the operation modes of these channel brands are different, they have pursued a principle: shortening the supply chain and insisting on parity.

The slogan of "insisting on profit 8%" was put forward by John north. ITAT will transparently divide suppliers, shopping malls and ITAT three parties to earn 15% of their profits. PPG has made its products at an incredible low price through completely shop free sales.

"Because it has been manufactured before. Agent Looking for wholesalers and moving to the end, we have found that clothing production will not be the main chain of the industry chain. " Ding Hui said he was very aware of the passive nature of manufacturing, which made him turn to commercial circulation.

Therefore, the emerging channel is the exception to control the whole industrial chain by controlling the terminal. In addition to the mode of franchising, the other three have adopted strong information system to control the whole upstream and downstream businesses.

Excellent foreign capital system is worth learning.

Professionals believe that ZARA and H&M can get into fashion women's clothing and succeed. The reason that exceeds domestic counterparts is the success of the whole information system and supply chain management.

It should be noted that China's channel brand is still limited to men's clothing. For fashion beyond everything Women's wear In terms of channel brand, Chinese enterprises seem to have failed to try. Liu Haifeng, director of the research center of modern enterprise innovation management of Tsinghua Science Park, believes that both women's clothing and men's clothing have great creative space in the creation of channel brand.

Almost all of China's traditional clothing enterprises are the integration of production, supply and marketing, which is criticized by marketing people. However, ZARA is the integration of production, supply and marketing, while H&M is outsourcing production, both of which have been successful.

"Business model is becoming more and more chaotic. For enterprises, resource integration capability and system control capability are the key to channel brand winning." Liu Haifeng commented, "the success of ZARA and H&M is not the success of a certain point, but the success of the whole information system and supply chain management. Therefore, the gap between Chinese enterprises and international brands is not in a certain point, but in the system gap."

It is conceivable that the advent of Internet communication and 3G will give clothing channels. brand It brings infinite imagination. Any brand building from scratch can also grow rapidly through the establishment of the system.