Analysis of zara's Business Strategy
1. Differentiated market positioning strategy
ZARA brand positioning can successfully divide the market, and the key lies in being close to the needs of consumers and fully integrating regional resources. Zara is? Low price but high quality? Our international fashion brands focus on middle and high-end consumers, so that low-priced clothes can be as fashionable and beautiful as high-priced clothes, and meet consumers' psychological needs of pursuing fashion without spending a lot of money.
2. Global operation strategy
ZARA makes use of the cheap production resources of Spain and Portugal and the geographical advantages adjacent to Europe, which greatly reduces the manufacturing and transportation costs of products, improves the shelf life of goods, and grasps the timely fashion trend of JIT, which is the key reason why Zara can provide consumers with good quality and low price products.
3. Innovative marketing strategy
Zara? Made in Europe? As the main marketing strategy, it successfully cuts into the hearts of consumers, right? Made in Europe? Equal to the intention of high-end fashion brands, its marketing strategy driven by market demand is one of the keys to successfully enter the market.
4. Supply chain system
In fact, the crucial link is ZARA's sensitive supply chain system, which greatly improves the delivery time of ZARA. Delivery time is the time from design to putting ready-made clothes on the counter for sale. ) Generally, the clothing industry in China is 6-9 months, and the internationally renowned brands can reach 120 days, while the shortest time for ZARA is only 7 days, that is, 12 days. This is decisive 12 days. The rhythm displayed by ZARA's sensitive supply chain makes ownership possible? World factory? China, as it says, is dwarfed.
Some international clothing brand giants know ZARA is powerful, but they can't learn and imitate it. Why?
ZARA puts out about 120000 kinds of fashions a year, and the number of each fashion is generally small. Even the best-selling styles, ZARA is only limited to supply, and often there are only two styles in a specialty store, and they are not replenished after being sold out. Just as the limited issuance of stamps has enhanced the value of philatelic products, ZARA has also adopted this method. Create a shortage? Ways to cultivate a large number of loyal followers. ? Multi-style, small batch? ZARA has achieved a breakthrough in economic scale.
Generally speaking, the reasons for ZARA's success are: customer orientation; Vertical integration; Efficient organization and management; Emphasize the speed and flexibility of production; No advertising, no discount and other unique marketing price strategies.