Zara Tries Chinese E-Commerce: Offline Sales May Encounter Bottlenecks

Recently, Spanish fast fashion brand Zara Officially log on to China's online store. It is reported that its online platform will sell all products at the same price with physical stores.

In response, Lu Zhenwang, an e-commerce observer, told reporters that this is the layout of Zara's strategic orientation. “ clothing The e-commerce scale of Zara is more than 200 billion yuan, and Zara wants to help its brand penetration through the e-commerce platform this time. "

Le Yaoguang, a luxury marketing expert, believes that with the slowdown of economic growth and the first tier cities market Zara's offline sales in China have met a bottleneck.

It is reported that since Zara opened its first store on Nanjing Road in Shanghai in 2006, there have been more than 105 stores in China. In recent years, China has grown into one of the most important and extensive markets of Inditex Group, the parent company of Zara brand. Zara believes that online stores are a good complement to physical stores.

In this regard, Mo Daiqing of China E-commerce Research Center believes that online channels play a great role in developing Zara's potential customers. "Through this way, the brand awareness will be improved, and more people will accept the brand."

In the Chinese market, GAP Uniqlo To some extent, the previous entry of online stores of other brands has shared the share of online business. In this regard, Mo Daiqing believes that although some fast fashion entered early, it is still in the exploratory stage in e-commerce.

For Zara's independent e-commerce line, Lu Zhenwang said: "Zara just regards e-commerce as a (display) platform."

As for Zara's involvement in Chinese e-commerce, Le Yaoguang said that the main problem in e-commerce is logistics. Zara has a strong offline network to pave the way. If it can solve the logistics problem, it is not difficult to defeat many competitors.

But so far, there are almost no successful cases of a single brand doing private e-commerce. Relatively speaking, the fast fashion domestic e-commerce channel has not entered for a long time, and it is still in the trial stage.

At the same time, Mo Daiqing believes that consumers will not buy according to price judgments. "If the fast fashion brand e-commerce is always in the form of promotion, it will be detrimental to the long-term development of the brand.

"As a brand operator, reasonable channels need to be established. It doesn't matter whether it is done by itself or handed over to a third-party platform," Lu Zhenwang told reporters.