浅析Zara和优衣库的竞争优势-商务英语.doc

AbstractZara and Uniqlo, are the most two popular fast fashion brands in the world. As the global latest fashion trend, Zara will naturally not fall. The innovations of the two companies have got a large number of consumers to pay, Uniqlo even won the first spot in the Japanese clothing chain. The same is the clothing business, both use the SPA chain business model, but from the entrepreneurial story and marketing strategy, to the development of offline stores and the integration of supply chain and logistics strategy, including the operation of offline stores and talent strategy. The cultivation, and even the thinking patterns of the operators, are very dramatic results. They all form many contrasts in these aspects and are always displayed in front of consumers.On the basis of summarizing the branding strategies of Zara and Uniqlos, then compare competitive advantages between them, also put forward some suggestions on how Chinese fast-fashion clothing enterprises should learn from these two brands and expect our fast fashion brand in China to find out a combination of their actual situation suitable for their own development. This thesis deals with typical operation strategies and generally discusses from the following aspects: management, marketing, technology and target consumerKey words: Zara; Uniqlo; fast fashion; branding strategyOutlineThesis Statement: This thesis is aimed at searching the differences of competitive advantages by comparing individual marketing strategies of two popular fast-fashion brand：ZARA and Uniqlo, presenting the trend and attitudes of a rapidly evolving situation that our domestic brand can borrow from. IntroductionA. Fast Fashion B. Clothes Industry and Huge Market of Fast Fashion Brand. Basic Condition of Zara and UniqloA. ZaraB. Uniqlo. Comparative Analysis of Marketing Strategies A. Basic Management 1. Zara: “Fashion Harvester” 2. Uniqlo: Help yourself B. Marketing Strategies 1. Zara: Fast Rule 2. Uniqlo: Expansion C. Innovation Strategies 1. Zaras Fashion Speed 2. Uniqlos Functional Commodities D. Target Consumer E. Future Prospect. ConclusionA. Conclusion on Branding Strategies of Fast Fashion Brand B. Enlightenment for Operation of Clothes Industry in ChinaA Brief Analysis on the Competitive Advantages of Zara and Uniqlo. Introduction A. Fast FashionThe concept of fast fashion originated in the United States in the 1980s. It evolved from a product-oriented production concept, and this product-oriented concept was based on a manufacturing model called “quick response”. basis. In the late 1990s and early 21st century, fast fashion has gradually developed into a mature market model, and the clothing produced under the guidance of fast fashion concept has also been accepted and loved by consumers. The design of “Fast Fashion” comes from the latest trend styles presented by the spring and summer fashion show, and it takes only a short time from the stage to the shop. Its because this kind of fashion elements are re-integrated quickly and cheaply, shorten the time and distance between the T-stage and the mass consumers, making “Fast Fashion” rise rapidly in the apparel industry and leading the fashion trend in the current clothing market.The fast fashion clothing retail model can be summarized as follows: The fashions with the latest fashion trends displayed at the International Fashion Week every spring, summer, autumn and winter are redesigned and manufactured at the fastest speed, and these are included at the lowest price. Fashion of popular elements is sold to mainstream consumers for profit. This concept of rapid manufacturing and rapid sales at prices generally accepted by mass consumers has been accepted and used by many large retailers and has made many companies stand out in the first decade of the 21st century. ZARA from Spain, H&M from Sweden, and Uniqlo from Japan are at the forefront of the fashion retail revolution, especially the Spanish brand ZARA has long been synonymous with fast fashion.The first priority of the fast fashion sales model is to produce products quickly and cost-effectively. This task is based on a full understanding of apparel retailers' needs for the target market what consumers need is that the apparel industry will look like high-end fashion apparel for sale at a low price. Category management is defined as “pass through the development of partnerships between trading partners to strategically manage product groups, the goal is to maximize consumer satisfaction and maximize sales and profits”. By applying the concept of category management, retailers and manufacturers can be made A more collaborative relationship is established. When the resources of many companies are concentrated to increase the total profit in the market, the cooperation relationship involved in the concept of category management arises. This principle is used to unite external manufacturers to ensure that production costs are kept to a minimum.The invention of the quick response mode is to improve the production process of the textile industry and to achieve the goal of saving time in the production process. The project was initiated by the American Apparel Manufacturers Association in the early 1980s to help its textile manufacturers deal with competition from textile imports from countries with low labor costs. During the implementation of the project, the delivery time required in the manufacturing process was shortened to half, and the US textile industry became more competitive at a time, and the number of textile imports was reduced. The fast response model aims to increase productivity and is considered a protection mechanism for the US textile industry.The concept of rapid response is now widely used in the fast fashion industry to help it quickly create fresh products, while also attracting consumers to continue to consume retail terminals. The rapid response model also makes it possible to use new technologies to increase production and efficiency. ZARA, a large Spanish clothing chain, has become a model for reducing the time required from design to manufacturing. This production shortcut also guarantees that it can produce nearly 30,000 items per year. New production technologies are being used for the first time to speed up the rapid response mode. For example, the new printing and dyeing technology developed and widely used in recent years using image editing software for continuous digital printing saves preparation time and ink cost compared with the conventional screen printing method and can also reduce waste generation.Marketing is the main driver of the fast fashion industry. The fast fashion industry creates consumers' desire to purchase new designs through marketing. This marketing purpose is mainly achieved by promoting the rapidity, low price and one-off characteristics of fashion consumption. The basis of the fast fashion business model is to shorten the time period from production to consumption. For example, the traditional fashion industry divides the year into four fashion cycles according to spring, summer, autumn and winter, and the enterprises engaged in the fast fashion industry. Compressing your fashion cycle to four to six weeks, this cycle for individual fast fashion companies may be even shorter, so marketers can create more sales seasons within the same time and space. In addition to this market strategy and the traditional fashion industry, companies in the fast fashion industry are different from traditional fashion companies in advertising investment. When traditional fashion companies are investing a lot of capital in advertising, fast fashion companies rarely need to advertise. Fast fashion companies often use visual marketing methods such as store layout and clothing matching to create a stimulating point that leads consumers to make instant purchases. This kind of stimulating point can often bring a pleasant shopping experience to customers, so that customers can repeatedly go to the store. Make consumption. The advertising costs saved by fast fashion companies can help them maintain lower production costs and ensure that products are sold at lower prices, increasing consumer interest by saving costs.Consumers in the fast fashion market are attracted by new products that change frequently. If the whole fashion industry is regarded as a large commodity market, fast fashion is positioned as a “supermarket” in this big market. This property makes the fast fashion clothing industry become a smarter and faster “cash generator”. There are three in the fast fashion consumer market.A key factor is market timing, cost and consumption cycle. The core of capturing market timing is to minimize production time, and the fast turnaround speed can increase the number of seasonal products displayed in the store. Costs are still a major factor influencing consumer purchasing decisions, and the fast fashion industry is primarily cutting costs by making low-cost advantages in production in developing countries. The consumption cycle is the last factor affecting fast fashion consumption. Traditionally, the fashion consumption cycle is based on a prediction of the next season's fashion trends every six months to once a year. However, in the fast fashion consumer market, the rapid response production mode can greatly shorten the production cycle, resulting in faster fashion industry has a more accurate forecasting accuracy for fashion trends, so it also enables the fast fashion industry to sell products faster.B. Clothes Industry and Huge Market of Fast Fashion BrandBecause of the impact of the financial crisis and the series of follow-up problems caused by it, the global economy has been sluggish in recent years and the recovery is weak. Due to the economic downturn, people's consumption has generally become more cautious than before, causing many companies in many industries to experience a decline in sales or even unsustainable operations. When many enterprises are facing sales difficulties and bottlenecks in growth, many companies engaged in fast fashion clothing business in the apparel industry are not only not plagued by this problem, but also the market performance is outstanding, sales are not falling, in recent years. Continued, significant growth in sales performance and rapid expansion of the brand.Uniqlo, a fast fashion brand from Japan Fast Retailing Co., achieved global sales of 678.2 billion yen in FY101. Its business covers Asia, Europe and the Americas. With the excellent performance of Uniqlo, Fast Retailing ranked 493th among the world's most valuable brands announced by Forbes in 2010, with a brand price of US$1.93 billion2. The founder and CEO of the company, Liu Jingzheng, also ranked the richest man in Japan for the second consecutive year.Spain's Inditex Group's fast fashion apparel brand ZARA has global sales of 8.8 billion euros in fiscal year 20103, with brand stores in 77 countries and regions around the world. In the 2010 list of the world's most valuable brands by Forbes, ZARA helped the Inditex Group gain 212th place with a brand value of $3.96 billion4. The founder of the Inditex Group, Amancio Ortega, has also won the throne of Spain's richest man for many years.However, along with the impact of the Internet and e-commerce, the offline business is in cold, and the fast, accurate and sturdy fast fashion industry is gradually falling out of favor and no longer radiant. The decline in performance, store closures, inventory backlogs, increased competition, and brand homogenization tend to be serious. Fast-fashion brand players who are in trouble want to continue to maintain their advantages and status in the domestic market, which means finding the right response and accelerating transformation is the choices facing. Swedish fast fashion brand H&M and its home product line H&M Home officially entered Tian Mao on March 2, 2011. Prior to this, H&M's official sales channels in China were only two channels: offline store and official website. The addition of H&M Group means the fast fashion and fashion industry s transformation of the Pro. under the e-commerce and the Internet.The experience that has been popular in fast fashion is that the brands such as Zara and H&M can update the SKUs in the store every two weeks and continue to release new products according to the big-name fashion and re-enact according to the new season's popular elements. For these brands, the physical store can bring a sharp increase in sales in the early stage of expansion, but after entering the “saturation period”, the efficiency loss and inventory backlog brought by the large volume of physical stores are likely to become the brands. Continue to maintain the obstacles of high profit growth.Therefore, many brands have increased online services. It has opened official flagship stores on Internet platforms such as Tian Mao and Jing Dong. Zara from Spain, Uniqlo from Japan, and GAP from the United States settled in Tian Mao very early, and also developed a number of distinctive online services. Zara has said that the increase in the Group's performance was mainly due to the Group's strategy of expanding its stores online. Its competitor, Uniqlo, its parent company is also increasing its online share of the layout, and through the omni-channel way to enhance the consumer experience, providing online orders, offline stores to easily pick up. Basic Condition of Zara and Uniqlo A. ZaraFounded in 1963, Inditex is one of the largest companies in Spain, and more accurately the largest apparel group in the world. The fast fashion brand ZARA is the company's flagship brand. Amancio Ortega, founder and current chairman of Inditex, is now the richest person in Spain. According to the company's 2010 annual report, the Inditex Group currently has more than 5,000 stores in the world and most of the stores are owned by the company. The brands owned by the group include ZARA, PULL&BEAR, Massimo Dutti, Bershka, Stradivarius, oysho, ZARA HOME, Uterque, etc. These brands are now all internationally operated, and they have opened stores in many different countries around the world. Almost all of Inditex's design and manufacturing work is done by itself, and its headquarters is located in a small industrial town called Arteixo in the province of La Coruna in northwestern Spain, where almost all of its goods are produced. The Inditex Group had sales of EUR 12.27 billion in FY10 and carried out operations in 77 countries around the world. continue to make a difference within the future.ZARA is a clothing and accessories retailer from Spain. It is currently the world's number one fast fashion apparel brand and a pillar of the Inditex Group, founded in 1975 by the founder of Inditex G