Spanish brand ZARA storms Shanghai to advance into China

"Daily Economic News" was informed yesterday that the Spanish brand ZARA will open a storefront of approximately 1,600 square meters in Shanghai Times Square, Huaihai Middle Road. The brand had previously established the first flagship store in Mainland China on Nanjing West Road in Shanghai.

“It is expected that this store will be opened in the middle of next year.” Hou Wei, deputy general manager of Times Square in Shanghai, told the “Daily Economic News” that the reason why ZARA set a major Shanghai Times Square among several owners was mainly in Huaihai. There are hundreds of thousands of office crowds near Middle Road. “ZARA's audience positioning is white-collar workers.”

Founded in 1975, Spain's ZARA is a world-famous popular fashion brand. It is best known for its ability to quickly replicate big-name luxury design and its fast logistics model. It encourages consumers to “get fashion like buying fast food”. , And this also brought a huge profit, ZARA annual sales of more than 2 billion US dollars.

ZARA's main rival in the world, Spain MNG, has opened two stores in Shanghai. This is one of the reasons why ZARA is going to take over the Shanghai market.

ZARA Nanjing West Road shop's "landlord" - Jingan Hongxiang Garments Co., Ltd. deputy general manager Zhao Chunjiang revealed that at the latest in January next year, ZARA will be on the Nanjing West Road, Ping An Cinema and Pearl River Restaurant's original site out into China The first flagship store on the mainland market, with two storefronts, covers an area of ​​about 2,100 square meters.

Like ZARA's global tradition, these two stores are also adjacent to luxury brand stores. The neighbors of Nanjing West Road are LV, Chanel, CD and Prada; the neighbors of Middle Huaihai Road are Gucci and Bally. "Compared with these luxury brands, ZARA's greatest advantage lies in its fast logistics model. It is actually a fashionable style plus moderate prices," said Zhao Chunjiang.

Industry insiders also pointed out that Zara can launch 11,000 new clothes each year, which is 5 times faster than that of general brands. The work of more than 200 designers of Zara company is to Paris, Milan and other places to see the Haute Couture show, and then imitate manufacturing, "a week to basically shop again."

Traditional clothing brands often take 2-4 months from product design to production and processing, logistics and transport to finished products, and high-end fashion brands are even longer. The ZARA uses a global procurement and transportation system, so that the entire process of the store shelves in each region is the shortest in only 10 days, the new global stores are almost synchronized on the goods.

In Zhao Chunjiang's view, ZARA, who is good at this fast logistics model, will definitely affect the current consumption model after entering the Chinese market. "This effect is even cruel."

ZARA will establish a wholly-owned company in the Mainland and be responsible directly to the headquarters in Spain. The company, headquartered in Shanghai Hongqiao, will be fully responsible for the development of ZARA's business in the Mainland.