"Free" is the biggest feature of the Internet industry. Although it is impossible for the retail industry to talk about "free", it is possible to talk about parity.

In the Internet industry, free is the best rule to collect users, and then profits can be achieved through value-added services and other business models. In retail, low prices can also attract a large number of customers. The value-added services that ZARA brings to customers are those from big brands. So how does ZARA achieve "free" through unlimited adjustment of all links?

We still need to start with design.

Unlike traditional clothing brand designers, ZARA does not need famous designers, buyers and tailors they need. It is only necessary to move the most popular fashions from T station and network to the factory. This first saves a lot of design cost for the brand. The fine of tens of millions of euros paid for plagiarism is not worth mentioning before hundreds of millions of euros of profits.

In the later production, ZARA outsourcing factories around the world have saved considerable cost for their production. Anyway, as a parity brand, it doesn't care about quality.

Through such a simple conversion, expensive high-end design can become affordable products for everyone, and those beautiful lines and brilliant ideas can be shared by more than a dozen or even a dozen of us.

But if it's just that simple, it's too easy to copy. ZARA It will not dominate the market for so long. In these links, every aspect seems simple, but in fact it is carefully planned.

In front of the "buyer" "tailor", the United States also claimed to be a "tailor", but tailors are also different, but also able to do. Advanced customization There are also only trouser legs. This is the brand's control over the buyer's aesthetic ability. The trend is there, but not everyone can grasp it. ZARA produces 40000 new designs every year, and 10000 of them are selected from the market, and 3/4 of the designs are eliminated.

Apart from being unattractive, there is another problem with these obsolete products. market The acceptance is not enough. It also involves the ability of market personnel to grasp the trend of the consumer market, which can accurately predict which styles are popular among consumers, and which will be red.

And the above two points, most brands, especially domestic brands, are very weak. A designer is a senior high school student who graduated from a technical school. Many people only know about one or two tide cards and dare to clamor about their fashionable brands. To a large extent, it also depends on the attitude of the brand leadership, not the author's prejudice against the domestic situation.

In our country, there are a lot of good business people, but few who know fashion, and do fashion business, it is difficult to go out of the country. The boss of ZARA is not a fashionable person, but the idea of understanding the art of COPY before others. This kind of "gold rush" mode, which is almost cost free, is very similar to the filtering mechanism of Internet information.