Successful Experience Of ZARA In Entering China And Enlightenment To The Domestic Fast Fashion Brand

In recent years,China has become a market with great potential in the fast fashion apparel industry.For traditional clothing retailers,it usually takes more than half a year from product design to shelf sales,while fast fashion retailers shorten the lead time of clothing to a few weeks.Another feature of fast fashion is that the price is reasonable,which meet the consumer demand for product cost performance.Affordable prices,stylish design and fast-changing products make fast fashion highly popular among domestic consumers.Attracted by the good domestic investment prospects of the industry,since 2002,many foreign fast brands have poured into the Chinese market,such as ZARA,UNIQLO,H&M,C&A and so on.Among them,in just over ten years,Zara has reached 183 domestic stores,covering the first-line and new first-tier cities.Zara is one of the most effective retailers in China's apparel retail industry.It reached 31,670 yuan,four times that of Chinese domestic apparel companies.Although fast fashion industry of China is still growing rapidly,the development of domestic fast fashion enterprises is slow.Foreign fast fashion brands continue to expand in the Chinese market and local brands face opportunities and challenges.Through the analysis of Zara's business strategy in the Chinese market,this paper draws its success factors and shortcomings and hopes to bring some inspiration to domestic fast fashion apparel enterprises.The full text of this paper is divided into six chapters.The first chapter mainly introduces the related research,including the research background and significance,the reference literature review at home and abroad,and the overall framework of the paper.The second chapter is divided into two parts.The first part is about the introduce of Zara and its parent company.In the second part,the second part explores the motivation of Zara to enter the Chinese market recording to the push and pull factors in the internationalization theory.One is that the Spanish market is limited,and the other is that China' s good business environment is attractive: The third chapter introduces the current situation of ZARA in China from the aspects of market share,store size,online business and staff and organization management.It is very successful in general;The fourth chapter fully analyzes the success factors of Zara entry into China.It mainly includes six aspects: brand influence,speed supply chain,distinctive product and price strategy,store service and direct marketing.The fifth chapter mainly discusses the shortcomings of Zara operation in the Chinese market and gives relevant solutions mainly related to localization marketing methods and customer service in three aspects.Finally,through the above series of analysis,some inspirations for the development of local fast fashion enterprises in China are summarized.The main contents can be summarized as clear brand market positioning,speed up the response of supply chain,establish the buyer type designer team and the online and offline integration development.