Tang Da Feng: Breaking Up Silk Will Become China'S Zara

With China's market and manufacturing capabilities, and with the rapid growth of consumers and the demand for design and brand, how likely is it that there will be fast fashion brands like Zara and H&M in China?

To put it simply, who will become the next Zara?

We all know that Chinese consumers are already active in the Internet. Just like the most important commercial street in a city, there are always a few brands that sell well and represent the trend.

When Taobao or Tmall becomes the most important place of consumption, how many chances are there for the emergence of big brands? Will the next Zara be generated here?

You may never have speculated about the problem of "next Zara" from the point of view of the electricity supplier. But if we choose several criteria: growth rate, sales volume, brand influence and future growth, we can actually come into our field of vision without exception from the network.

At the beginning of 2015, the "split and silk" which was based on Tmall announced that it would complete the listing by the end of 2016.

Among them, the annual sales growth of 9 years was 200%. In 2014, sales of cracked goods exceeded 1 billion yuan, of which the proportion of mobile Internet ports contributed 54%.

The company completed more than 10000 designs and made 5 million 30 thousand garments.

The number of visitors was 3 million 300 thousand.

At present, the company has become a group with 7 sub brands and 800 employees.

Even so, few people still take this with a distinct view.

Distinctive brand and "next"

"Linked together.

In such a judgement, Zara represents an aesthetic style, while the number of consumers is too narrow.

In this report, what we want to explore is not aesthetics, but a fast fashion as a mode of production.

There are 8000-9000 kinds of new varieties in each year. It has a very fast reaction speed. The new cycle is 15 days, which is close to Zara's "15 day myth".

One of the important points in the retail industry's summary of Zara's successful experience is its process innovation capability (Zara has rarely been interviewed by the New York Times, and how the Zara became the world's largest fashion retailer) described this capability in detail.

Product has never been a strong point of Zara, otherwise it will not always be criticized as "plagiarism".

The core of the company is rapid response: responding to the customer's process, the fast running design team and the fast running logistics platform.

But this is the king of the retail industry. When it comes to talking and e-commerce, there is no such thing as its own store.

At least not in China.

So it's interesting to put Zara together with rip and silk. You will see in her interview with founder Tang Dafeng that she talks about the similarities between Zara and crack: how to manage the production line and how to respond quickly to market changes.