In Sina Net is newest the net friend to evaluate, in 2010 as representative's quick fashionable brand will be still big take ZARA a line of its road, but Esprit and so on established brand slightly obviously declining tendency. We while for established brand grasp the wrists sigh, discovered in net friend's commentary that the people from the very beginning turned frantically regarding the ZARA, H&M this quick fashionable brand's manner watched critically. Why will have such transformation?
Actually, the people want to obtain the pleasant sensation which the fair price expends never to abate, the primary cause also lies in the people highlights regarding the price and the quality demand. But this itself as if is an irreconcilable contradictory body. This can only indicate that a question, the people also wanted to find the price and the quality satisfying brand. This question starts to linger in people's mind, will also be born looks like ZARA, H&M such company? Also has an important spot, the quality is also friends with.
Such looks like, China is the market which must boss around carefully. Although the quick fashionable brand lets the people transform to clothing's understanding to no longer is for ever and ever, but only cared about once had, simultaneously the people were two both must grasp regarding the price and the quality manner, two both must be hard, but this still could not prevent some brands to attempt to renovate the quick fashion step.
Just Spanish brand GASALA which is taken to the threshing ground sharp in Shenyang in June 9 fought in one place after another Beijing, splits out the fast fashion and the fair price extravagant shopsign, must snatch the fresh Chinese market the investment situation gradually to reveal the clue. From formerly some flaunted that the fast fashionable brand the development experience, nearly is the thunderclap is big, the raindrop is small. The quick fashionable brand's business model was very as if already difficult to renovate, it depends upon the fair price to be able to come popularly, now must add on luxuriously, is this as if was likely fights to win or die .GASALA is insane? Was too ruthless to oneself?
No, has a look at the majority of goal expense group chase tidal current the demand, ZARA, H&M regarding an urban crowded seizure, the sales busy season to compete ......You knew that this was not an ordinary battlefield, the act drop only then just pulled open.
First what must say, the people expend clothing's mood to be getting more and more impetuous. Therefore, suspends in front of GASALA the most important difficult problem, is not other, but whether wins Chinese consumer's heart .GASALA to renovate smoothly the quick fashion?
Some point is explicit, ZARA, H&M fast have sacrificed the partial qualities. This question already highlighted from the Sina net friend's commentary. Looking from consumer's angle, may support clothes which by the very low price the famous designer or the star designs to be worth very much, if quality good that over value. But looking from the enterprise, the fast fashionable brand business model is fast, few, many patterns, artificial create the stockout.
Similarly is the localization for the fast fashionable brand, they have what difference? GASALA will face what kind of destiny? GASALA in China whether to have a set of new marketing strategy? These wait for the deep analysis obviously.
Take ZARA as the example, the ZARA goal is 15 days completes the product from the design, the purchase, produces (domestic clothing enterprise makes up Shan Duyao to from all over the world the exclusive agency top carriage sale to surpass 30 days generally), 24:00 small in allocates and dispatches to the European Majority of Shops, 48 hours arrive at the US, 48-72 hours arrive at China and Japan. This lets the ZARA year sales volume 10,000,000,000 euros.
In fact, in this you sing the quick fashion which I am taken to the threshing ground prosperous behind are the entire product development, the manufacturing, the physical distribution allocation, the exclusive agency direct sale integration quick reaction system, this kind fast and the formidable commercial chain system is ZARA, H&M makes the quick money the true support and the safeguard. But how does GASALA make the quick money fast the ability? Can pursue the speed not to give a thought to the quality and the risk blindly?
Under the GASALA strategic domain, the Chinese 23 cities are the GASALA goal cities, it must avoid on own initiative in a urban and the ZARA, H&M frontage confrontation.
First, we have adopted a series of preferential policy and the alone road's shareholder cooperate the repayment pattern, with China's well-known enterprise depth cooperation, centralized conformity from purchase, design, production, physical distribution to sales each resources. Because the `China made ' already obtained the world affirmation. Our goal is realizes the new product top carriage in 10-15 days, 30 days have not sold the product to remove the cabinet, 100% accents exchange goods, and considers the development electronic commerce. Second, the key centralism manifests in the price, 199-599 Yuan are the clothing brand include the men's clothing in the Chinese market mainstream price .GASALA brand product, the female attire, the children's clothing and so on, gradually carries out other areas take the Chinese market as the beginning. Third, takes the Spanish brand quickly, buys, the shazam which GASALA insisted, the quick popular strategy, all these will obtain in the Chinese carrying out brand's process manifests General Manager .GASALA Chinese area chief operator Shanghai standard Sa happy industry Limited company often vigorously to use a series of parallelism to describe the superiority.
This kind is similar to the bundle-like cooperation, as if verified many professionals to renovate quick fashion seeing clearly to GASALA: GASALA and the ZARA, H&M essential distinction is not big, is only the carrying out marketing strategy is different as well as the quality aspect's pursue is different.
The author believed that if wants to command troops is must take the lead to hang Fan, is makes an effort to pull the high level, lets other brands walk with, in this world anything has been impossible, looked how you do do, achieve any degree.
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