ZARA'S Internet Thinking

　　 Internet anxiety has become more and more serious in traditional enterprises.

In the past two years, a group of entrepreneurs called "using the Internet to do business" have publicized the magic of the Internet thinking, what user experience and extreme services have made traditional enterprises on pins and needles. They are eager to jump into the network ocean to have a good swim.

Just like "O2O", "cloud computing" and "big data era", any new theory will be reinterpreted to be rotten. This time, I borrowed 360 chairman Zhou Hongyi for " Internet Thinking Interpretation: "user first, experience is king, free business mode, subversive innovation", say how ZARA implemented the "Internet thinking" from the beginning.

　　 Users are the most important -- providing consumers only what they want.

ZARA, one of the world's four largest fashion chains, ranks the first in Spain. Its design team is praised by the clothing industry. They are always in the "chicken blood" state of the fashion trend's ability to control and reproduce.

But in fact, the original ZARA started from a small fishing village in Altai (Arteixo), a small workshops in the small shops. But since the founder successfully copied the senior pajamas and was welcomed by the people around him, he opened the door: only to the consumers what they love best.

From the very beginning, in the fashionable passers-by for inspiration, to the four fashion week on the naked copy, ZARA has been fully concerned about what consumers love to buy and love to wear. This is one of ZARA's manifestations of Internet thinking.

ZARA's approach is this: in its new product composition, 65% plans to produce 35% mobile adjustment. Before 35%, designers and designers from all over Europe came up with the idea of relying on the Internet. On social media Instagram and Facebook, "many ZARA buyers" lurk, and everyone pays attention to a large number of fashion people.

ZARA doesn't mind looking for inspiration from an ordinary user, or about trial and error. In the fashion circle, 2013 of the simple breeze and 2014 of the sports wind, ZARA can capture the fashion trend and launch the product at the first time, and truly achieve the goal of "providing consumers only".

In addition to the design, the key point is: the management policy of all ZARA self operated stores can be carried out from design, data collection and distribution to customer orientation. Such a way of closely linking the front and rear ends, adjusting production and operation at any time through sales data, is also an important mode of high quality and fresh life for Internet enterprises.

ZARA itself is like an Internet product. It can continuously and quickly iterate, add or delete or optimize its own functional characteristics.

In contrast, many domestic clothing brands, such as Smith Barney, are not sincere enough to consider users. External complex channel management and control is difficult, and the quality of service level can not be unified. In the interior design, the boss also needs to be "one size fits all", which is more and more unable to meet the individual needs of consumers.

Mr. Zhou Chengjian, the boss of the US state, still maintains that "we must ensure the production volume to keep sales", but we can not effectively get through the management system at the front and back side, and fail to provide sufficient and effective data for the production stage, so that the consumers' wishes can not be reflected in the production.

Contradictory decisions reflect the drawbacks of not being open enough to the brand. The consequence is the rigidification of the operation process, or the process itself can no longer adapt to the market with internet characteristics.

　　 Experience is king -- like being in a fashion boutique.

As a product manager, the user experience must be put on the lips every day. ZARA The user experience is also applied to every detail, and the user experience it emphasizes is definitely not the most intimate, but it is absolutely the most suitable for consumers' expectations. Just as the thinking characteristics of Internet enterprises are the same, they do not want to be big and complete. They only want to seize the core users and stab the users' pain points. So a so-called successful product can only solve one of the needs of users. For ZARA, it is enough to upgrade the grid.

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ZARA has many ways to achieve this, including not only the clothing itself, but also the shopping experience under the whole online and offline business.

Apart from creating a design sense of clothing, ZARA's store display is obviously different from other fast fashion brands. Large space less shelves, less scarce commodity display, a small number of display features. It is easy to see that this is very similar to the display of high fashion stores. The purpose of ZARA is exactly the same -- letting customers feel like shopping in high fashion shops, bringing the feeling of shopping in high fashion.

Similarly, its official website is also built into a modern style of simple style. Without looking at pricing, it's hard to see what the ZARA is different from other high-end brands.

These two points are very important. Especially for the core consumer group of ZARA, this is a group of people who will be the first in fashion.

For Internet companies, building a good product is the first priority, but good marketing is absolutely important. The industry often takes ZARA not to love to advertise, but in fact, when you look at it, you know that it just doesn't use ordinary means to advertise.

All the stores of ZARA are open to the most high-end and prosperous commercial establishments in the city, and are never fastidious. Even in the commercial street of the front gate of Beijing, it can be seen that it is naturally integrated with old buildings by means of redecorating and decorating. The location and image of a high-end and sentiments store is its hidden but powerful brand image "marketing", and it is also a part of enhancing the user's high-end experience.

Another important part of ZARA's high-end image is the annual publicity model. These models are always the top supermodels in the world, and the publicity hard shots are all of the best quality and convey a "high-end" image. Although the quality has been Tucao, but no one can deny that wearing ZARA is the same visual effect as wearing big cards.

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　　 Free business mode -- the most appropriate price tag.

"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 so simple, it's too easy to copy, and ZARA 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 can make advanced customization, but 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, the other problem is that the market 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.

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　　 Subversive innovation - or chaos

What is innovation? It's different.

The core of "Internet thinking" is to innovate. It is to be different from others to achieve a unique experience and create a unique service. ZARA is the same. Although it is an international chain brand, there should be a mature and orderly management system. This is not the case.