ZARA中国高管分享品牌运营成功之道
- 来源：
- 2015-04-29
ZARA品牌的中国区物流总监应俊
由深圳工业总会执行主办的第五届品牌建设国际高端论坛暨第十二届知名品牌成果发布会于4月25日下午隆重举行。其中，经深圳知名品牌评价委员会全体会议审议，并经联合国工业发展组织中国南南工业合作中心审核确认，华为、中国平安、招商银行、正威国际、中集和迈瑞等6家企业为“国际信誉品牌”。
此次发布会除了邀请各级领导参会，还特别邀请了包括西班牙Inditex公司在内的国际大品牌公司的高管作为演讲嘉宾。
在发布会上，西班牙Inditex公司旗下ZARA品牌的中国区物流总监应俊向大会介绍了作为西班牙第一、全球第三的服装商，Inditex公司如何成功打造国际品牌。
首先是作为销售终端的店面的重要作用，店铺员工每天都会把客户对时尚的需求逐级反馈到总部，最终形成报表让总部知道哪些产品更受客户欢迎。
其次是ZARA独特的物流模式：全球采购、全球销售，货物均由西班牙通过卡车运到欧洲市场，除欧洲以外，所有的货物都是100%地空运到其他国际市场。
再次是强大的设计团队使得其产品与其他品牌有所不同，款式一年达5万个，且每款的量非常小。
还有其强大的IT支持：通过销售人员配备的手掌机和部分终端机，向总部传输、分析报表，进而收取客户反馈，推动产品变化。
最后是充分利用比广告效果更好的橱窗的陈列和优越店面的位置，通过店内独特的内部设计装修给客户带来开阔的视觉体验及营造出的不同的创新格局。
Senior Executive of ZARA China Shared the Secret of Success to Brand Operation
The 5th International Brand Development Forum and 12th Achievement Conference for Shenzhen Top Brand organized by the Federation of Shenzhen Industries (FSZI) were ceremoniously held on the afternoon of April 25th 2015. In the Conference, approved by Shenzhen Top Brand Evaluation Committee and reviewed by the Center for South-South Industrial Cooperation (China) of United Nations Industrial Development Organization, six enterprises including HUAWEI, PING AN (Ping An Insurance (Group) Company of China, Ltd.), CMBC (China Merchants Bank), AMER (Amer International Group), CIMC (China International Marine Containers) and Mindray (Mindray Medical International) were awarded with International Renowned Brand.
In addition to inviting officials from different levels as the guest, FSZI specially invited several senior executives of international branded companies including Inditex from Spain as guest speakers.
In the conference, Ying Jun, the Logistics Director of ZARA China owned by Inditex elaborated how Inditex has been succeed in international brand building as Spain's largest and the world's third largest costumier.
Firstly, as the sales terminal, the store plays a very important role. Employees at the store will convey the demand for fashion of the customers to the headquarters by degrees, and eventually report forms will show the headquarters which products are more popular with the customers.
Secondly, it is the unique logistics mode of ZARA: global sourcing and global marketing. All the goods are transported from Spain to the European market by truck while the goods to other international markets is 100% transported by air.
Thirdly, it is the powerful design team that makes its products distinguished from any other brand. The fashion style they design reaches 50 thousand a year with very small quantity for each style.
Then it comes to its powerful IT support. Sales personnel who is equipped with PDA and some of the sales terminal will convey and analysis the report to the headquarters, collect customer feedback and finally promote product changes.
Last but not least, the effect of shopwindow and predominant location of the store work much better than advertising. A wide visual experience and different pattern of innovation are brought to the customers through unique interior design and decoration of the store.
