Research On The Marketing Strategy Of ZARA In China

With the rapid development of China’s economy year by year,the disposable income and purchasing power of Chinese residents continue to increase,and the expenditure on clothing consumption is greatly increased.China has a huge clothing consumption market.Therefore,the clothing industry is increasingly competitive,not only domestic clothing brands want to occupy a place in the market,but also foreign well-known clothing brands have entered the Chinese market to occupy market share.Among them,the positioning of fast fashion brands accords with the middle-level consumers who are still in the "M" social structure,and has rapidly opened up and occupied the clothing consumption market of this consumer group.ZARA,as the leader of foreign fast fashion clothing brands,has rapidly developed and occupied the clothing consumption market of this consumer group.Known for its "fast,affordable,fashion" design to keep up with fashion trends,the product is updated twice a week,with a large but small number of styles,enhancing consumers’ desire to buy.ZARA is far ahead in the Chinese clothing market.It not only has its own unique supply chain mode,but also is inseparable from the marketing strategy in China.Therefore,this paper firstly introduces the process of ZARA’s operation in China from the point of view of store expansion rate and distribution area,and points out the current situation of ZARA’s operation in China market,mainly including the number of stores,product lines and the application of science and technology.Also mainly from macros This paper analyzes the marketing environment of ZARA in China from three aspects: the view environment,the industry competition environment and the internal competition environment of ZARA itself.On the basis of marketing environment,ZARA has formulated the corresponding marketing strategy by taking advantage of its own advantages and combining the needs of consumers in the Chinese market.Product strategy accurate product positioning as "fast,fashion,affordable",actively enrich the ZARA product line,product update quickly,but also the extension of the product line;On the price strategy,ZARA adopts the Mantissa pricing strategy,penetration pricing method and differential pricing strategy to accurately grasp the purchasing power level of consumers.The marketing channel strategy is dedicated to creating a new retail ZARA;promotion which combines online and offline plus modern logistics.ZARA makes the right advertising marketing strategy combined with China’s actual situation,and twice a year discount promotion can also reduce inventory very well.And ZARA attaches great importance to the application of visual marketing in China,which has a positive impact on consumers’ buying psychology.Through the specific study of ZARA marketing strategy in China and combined with the current situation of local clothing brands in China,the corresponding suggestions are put forward.