Understand why "ZARA" is so red!

In 2007, it was known that there was a brand called “ZARA”. When it entered China, the momentum was very fierce and it provoked great “waves” and “appetite” in the industry. However, this brand has always been in the international metropolis. The author has never known the truth. Later, in the beautiful West Lake in Hangzhou, he suddenly saw this guy's big sign. At that time, the mood seemed to see the beauty in his heart. Several observations, to speak psychological, in fact, personal feeling is not very good, that version is not suitable for the author's burly figure, how to wear does not look good, there are too much time to spend, there is no sales staff to help you warmly and give advice. Perhaps the author's concept can not keep up with the times, maybe the taste is not enough! However, everyone's "recognized" enthusiasm is certainly justified because "the eyes of the people are bright." After thinking, in the opinion of the author, “ZARA”'s market positioning, price positioning, and high-speed development and logistics response, as well as the reduction of intermediate channels, professional retail management, etc., are worthy of the brand that China wants to follow this path. Learning, however, today I feel that some of China's similar brands from the professional and "ZARA", perhaps the final difference with the "ZARA" (development bottlenecks) have the following 5 miscellaneous bullets:

one. "Foreigners spending "ZARA" is actually "of course"].

It seems that this brand positioning of the international city is really very clear to know their target consumer groups, that is, you Chinese people do not sell, people and foreigners certainly consumption. Thanks to the reform and opening up of the motherland, this has attracted many international friends to come to beautiful China to live, work, and settle. It also brought a "global economy" to international brands. Why do you say that foreigners spend for granted? Those who came out of the country estimated that it was clear that the author hadn't traveled abroad because of economic reasons and language barriers in his thirties. He thanked the internet so much that I understood this brand roughly. In fact, this brand is just a “mass consumer brand” in foreign countries. I remember one article that admired blogger Gu Xun for his article “Zara” from Giordano from Europe. Giordano, I believe we are very familiar, I remember that I used to go to high school and university. In this way, the consumption of international friends is certainly inevitable, just like the enthusiasm of the Giordano brand consumed by our countrymen. After all, this is a brand. Clothing consumption, as long as it is an approved brand, sales will not be too bad. The table was decent, the price was affordable, and it wasn't right to expect sales. The trend of high-quality and inexpensive products (brands) is hot, and this trend will increase. After all, 1.3 billion Chinese people, with 80% of middle- and low-income population, have a large market share and a large total sales volume. Luxury products are the product of partial enjoyment. Good and inexpensive examples We can also find a lot of things from around us. For example, some of the "Watsons" are selling at a low price to attract lively crowds and sales. And since there is a hotel called "Home" that has appeared in China, the business is booming. Feeling consumers have problems with their brains. There are still popular pharmacies! ! The most direct association, a lot of shopping malls (supermarkets) early in the morning, a group of old men in the long queue at the door. The doors of Others have not yet been opened, but these active people are still “irrespective of the sun and the sun”.

2. [The strengths that a country has will surely guide the global consumer buoyancy. This is also the reason for the prosperous "ZARA."

I clearly remember that once I saw a TV program, there was an expert saying that there is a certain reason now. Generally speaking, the strengths of a country will surely guide the global consumer buoyancy. Now it is a global era, from the global Let's look at the apparel brands that we really have today on the international countertops. When we talked about fashion and brought up branded clothes, we couldn't help but think of France, think of Paris, think of foreign countries. It is not that China has a menswear brand that has always wanted to pull up relatives with the people of Paris's Lufu Palace. Now think about it, people do not have the means to be forced by the environment. Therefore, a sign and name with an international sensibility is that some China's forward-thinking clothing executives are struggling to pursue, and even do not hesitate to make a trip abroad to register and set up a phone call abroad to prove their origin. The prosperous business of domestic and overseas agent registration agencies in China should also prove this. The "ZARA" is a brand from the European countries of Spain. Its inherent origin will inevitably bring about its attention and sales popularity under the same conditions. In the same example, the popularity of the H&M clothing brand from Sweden in Shanghai has also proved this truth. Including later, the success of the ITAT and PPG apparel brands that the domestic industry is also concerned with is somewhat inextricably linked to the name “International Illusion”. If you look at the market positioning, price positioning and high-speed development and logistics response, as well as the downsizing of intermediate channels, etc. from a professional point of view, there is a hometown of “Nuoqi” in Fujian Province, China. Although it is also very motivated, the development momentum is not bad, causing a lot of The favor of venture capital. But from this point of view, the origin of its Chinese name may affect some of its development speed. Fortunately, many of our apparel brands in China are already doing their best. The rules of the game in the future will depend on the efforts of Chinese apparel companies.

3. "People's "Chongyang" psychology! It also caused Chinese consumption “ZARA” “heat consumption”.

The second point of view is the root cause of the idea of ​​leading or guiding Chinese apparel consumers. Some experts and fashion professionals in China have talked about the “Moon is still good abroad” page that touches consumers’ consumer nerves. I remember that Huang Ming, chairman of Huangming Solar, said in an interview program that “the high-level guidance of some elites in China is very unrealistic and worth worrying” and it makes sense that people still remember the classic words from the host: “If you don’t go Talk about high-end words and write high-end articles and do things, it seems that they are separated from the Chinese elite." The fine taste of this sentence, philosophy is profound. As it seems, "Bone Bone" is not an English name. The Chinese in the mouth doesn't spit a few English words. It feels like "the native people". It is the "sea turtle". I have seen the big market, crossed the ocean, and passed the sea. The writer is also a mortal man and has been learning English for a long time. This factor is also there. Of course, in the face of the international and global Chinese market, it is a trend for English to grasp this as a communication tool.

Everyone can also be careful to find that there are a lot of affordable prices in some of China's bustling streets. It is impossible to find a similar answer in the final sale of “false foreigners”. It is because people are a brand, and people are "international brands." The sales of "Fake Foreign Devils" and some of the night market's imitated international brands are enough to confirm this point. Now they come across a Spanish international brand "ZARA" from Europe, and the price is not so "out of reach". Therefore, the people's consumption will certainly be also hot. "In the situation." Branding makes it clear that the consumer's mind is critical, so I have always felt that clothing brands want to be evergreen, grasping products and researching consumption. This is the root cause. Other strategies, strategies, tactics, culture, and management are just “branches”. Breaking away from the roots and focusing on “branches and leaves”, the brand is sure to have many detours, grasp solid “roots”, and then assist “branches and leaves”. This tree will surely become “lush foliage” and evergreen.

4. [The hype and packaging of the media also play a part of the role of “ZARA” in education, and educate and guide a group of consumers].

For the media, I remember the article written by Wang Haiying, the general manager of Ezra Excelsior. The article is very sharp and the title of the article is “An Interview with Financing Network”. The original text of the article is excerpted as follows: "The so-called PK is a conspiracy of your media. Oh, the media is interested in celebrity brand names, PK and sex scandal." This is really a sharp point. It mentions the media's "climax" of brand names. According to market positioning, price positioning, and high-speed development, logistics response, and the reduction of intermediate channels, etc., it is sufficient to write articles, plus the origins and backgrounds of overseas companies. The degree of concern is not "". Frankly speaking, the author, today's hard code word is also helpful to "ZARA" to increase the degree of attention, is really a sin! !

5. [Consumer's rational shopping and rational perception of the brand also contribute to the sales popularity of the "ZARA" brand.

Telling a very practical case is also the author's own case, after entering the clothing circle, in fact, the understanding of "brand goods" is increasingly clear, so it is not very important occasions, or talk about people do not specify to wear XXX brand to attend, generally according to Wumart Cheap consumption habits to spend. They often visit patrons of “Fake Foreign Devils” shop on the bustling streets and night markets, but the author generally purchases products with no logos above. This is a mistake faced by the company. It does not mark people and does not know what brand. The author’s concern is that Edition type, style, fabric, color. Everyone carefully observes that it is not difficult to find an interesting situation. No matter what the “elite class” wears, people feel that they are big players. People with high prices and no money will be suspected of being fake products and parallel goods. ". Digression, if you do "false foreign devils" for some products do not fight "international logo", surely sales will increase, which is human nature to blame.