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四大国际服饰品牌竞争优势分析

浏览次数661002/26/2016  

      时尚界以“快、狠、准”为主要特征的快时尚迅速兴起,带动全球的时尚潮流。快时尚服饰始终追随追季潮流,新品到店的速度奇快,橱窗陈列的变换频率更是一周两次。与速食年代“求速”的特点如出一辙。本文将对ZARA、H&M、GAP、UNIQLO四个品牌的竞争优势进行详细分析。


 【ZARA】

  ZUOZHEYOUYUGANGQUZARAGONGSIMIANSHI,GUDUIGAIPINPAIYINXIANGPOSHEN,QIRENWEIZARADEJINGZHENGYOUSHIZAIYU“Vertical Integration”ZHONGWENYINGGAIJIAO“ZONGXIANGHEBING”DEMOSHI,DUICONGSHICHANGDIAOYAN,DAOSHEJI,DABAN,ZHIZUOYANGYI,PILIANGSHENGCHAN,YUNSHU,LINGSHOUDEGEGEHUANJIEJINXINGZHENGHE。


趣赚钱App  ZAIGAIMOSHIXIA,ZARAKEJIANGPINGJUNCHUHUOSHIJIANSUODUANZHI2ZHOU,BIH&MKUAI5TIAN(PUTONGPINPAIWEI4~6GEYUE);YINIANKECHANCHU15~20GECollection(PUTONGPINPAIZHIYOU2GECollection)。


  ERZAICHENGBENFANGMIAN,ZARABINGBUJUBEIYOUSHI,ZHUYAOYOULIANGFANGMIANYUANYIN:


  1. SHENGCHANFANGMIAN:ZARAYIKAOZONGBUSUOZAIDELAKELUNIYADEWUSHUSHOUGONGZUOFANG,JIATINGGONGCHANGQIJIA,HENDUOCHANPINZHIJIEZAIDANGDISHENGCHAN,ZHIDAOZUIJINJINIANCAIZHUJIANWAIBAO。XIANGBIZHIXIA,H&MYIJINGJIANGSHENGCHANQUANBUWAIBAO,YINCIJUYOUJIAGEYOUSHI。


  2. YUNSHUFANGMIAN:KAOFEIJI,ERBUSHIDADUOSHUPINPAIYONGDEHUOCHUAN。


  KEYISHUO,ZARAJIUSHI“KUAISHISHANG”DEDINGYIZHE,KANYIXIAJIGESHUJU:


1. ZARA总部仓库里的所有衣服不会停留超过3天趣赚钱App,店铺每周会向总部下单2次以补充产品,存货周转率比其他品牌高3-4倍。


  2. 平均每季只有15%的衣服需要打折出售,其他品牌则为50%。关注微信号 vcaishen


  3. GUKEPINGJUNYINIANQUZARA17CI,QITAPINPAIZHIYOU4CI 。


  4. ZARA超级大的物流仓库(是amazon的9倍),仓库门口都会有无数的货车每天2次将产品运输到欧洲其他地区或者机场。


  5. DANJIUSHEJIERYAN,PINGJUN20FENZHONGSHEJICHUYIJIANYIFU,MEINIANKEYISHEJICHU2WAN5QIANJIANYISHANGDEXINKUAN,SHIH&MDE4-6BEI。


  同时,作者也总结了ZARA模式的一些弊端


  1. 掌控全部流程的模式同时也增加了运营风险。

  2. 无法整合各国优势,实现利益最大化。

  3. 直营模式,难以快速扩张。

  4. 由于“快”,因此带来了抄袭问题。


趣赚钱App  ZONGJIEERYAN,ZARADAZAODESHIJIYUGUKEXUQIUDE“KUAISUFANYING”SHANGYEMOSHI,MUQIANRENGCHUYUWENDINGFAZHANQI,SHANGWUDISHOU。


【GAP】

  ZUOZHEYONGYIJUHUAZONGJIELEGAP:SHOUSIDELUOTUOBIMADA。

  GAPSHENZHIBUXINGYUA&FYIQIBEIFUBUSIPINGWEI“WEILAISHINIANZUIYOUKENENGXIAOSHIDESHIGESHIZHUANGPINPAIZHIYI”。ZHEIYERANGWODUICIQIANZAISHANGHAIGANGKAIYEDEA&FZHUANMAIDIANMENQIANPAIZHANGDUIDEXIANXIANGGANDAOFEIYISUOSI。


  XIANGDUIERYAN,GAPRUGUOHAINENGCHENGZHIWEIYOUSHIDE,YEXUJIUSHITAJIANDANYOUXIANGDUIJUYOUFENGGEDESHEJIKUANSHILE,LIRUNIUZIKU,HELOGOSHANGYI。ZHEIZHONGJIANYUEBAIDADESHEJIHEYOUZHIDEMIANLIAOYIJIBANXINGYESHIYIBINGSHUANGRENJIAN,JINENGHUODEZHONGSHIXIAOFEIZHEDEQINGLAI,YOUHUISHIQUBIAOXINLIYIDEXINYIDAIXIAOFEIQUN。


  ERZAIXINMEITIXUANCHUAN(Facebook、InstagramDENG)LINGYU,GAPZOUDEZEGENGPIANXIANGYU“XIAOQINGXIN”FENG,YUQIPINPAIWENHUAHEDINGWEIHAISHIJIBENXIANGFU。


  ZUIHOU,ZHUZHONGTONGGUOHUANBAOLAISHULIPINPAIXINGXIANGYESHIQILINGXIANYUZARA、H&MDENGPINPAIDEYIFANGMIAN。



【H&M】

趣赚钱App  TONGGUOSHANGWENZHONGYUZARADEDUIBI,BUNANKANCHU,H&MCEZHONGYUJIANGUCHUHUOSHIJIANYUSHENGCHANCHENGBEN。YINCI“DICHENGBEN”HE“GAOSHISHANGDU”JIUCHENGWEILEQIJINGZHENGYOUSHI。


  DAOZHIDEJIEGUOJIUSHI,H&MMEINIANHUIYOUDAPAILIANMINGSHEJIKUANYINLAIPAIDUIRENCHAO,TONGSHIZHILIANGQUESHIZAIWUFALINGRENGONGWEI。


  ERZUOZHEZEGENGDUOTIDAOLEGAIPINPAIZAIOUZHOUDEYUNDONGXILIE,GAIXILIESHANGWEIYINJIN,DANH&MDEYUNDONGYIZUODEHENZHUANYE,FENLEIHENXI(YOUPAOBU,WANGQIU,SHENZHIHAIYOUYUJIA),JIAGEBIANYI,YUANDIYUadidasHENIKEDENGZHUANYEPINPAI,YINCIDASHOUHUANYING,XIAOLIANGCHUCAI。


  H&M运动衣在2013年的补货率,达到了36%,最后打折出售的只占10.4%,因此运动衣绝对是H&M的一大亮点。


  LINGWAI,CHIMAQIQUANYESHIH&MDEYIDAYOUSHI,SHENZHIHAIWEIZHUNMAMAJINXINGLIANGSHENDINGZHI。XIATUSHIYINGGUODEH&MDEFUJIACHIMADETONGJIHEDANGDIZHUYAOJINGZHENGPINPAIDEDUIBI:


  ZONGZHI,ZAIRICHANGCHUANZHEFANGMIAN,WODENGDIAOSIMENGENGRONGYIZAIH&MMAIDAOZHONGYIDESHANGPIN,ZHEIJIUZUIJIANMINGEYAODIFANYINGLEGAIPINPAIDEYOUSHISUOZAI。


  【UNIQLO】

趣赚钱App  ZUOZHEZONGJIEDEGUANJIANCISHI:BIANYI,SHUSHI,MIANLIAOYOUZHI,KUANSHIJIANDAN,RONGYIDAPEI。XIANGXINZHEIYUDADUOSHUXIAOFEIZHEKANDAOGAIPINPAISUOFANYINGCHULAIDETEZHENGDATONGXIAOYI。


  UNIQLODEJINGZHENGYOUSHIZHUYAOBIAOXIANZAIYIXIAJIDIAN:


趣赚钱App1.MIANLIAO:ZHEIHEYOUYIKUDELISHIYOUGUANXI,DANGNIANHUOBIANQUANRIBENBINGQIEZHIJINRENGRANMEINIANQIUDONGDOUHUITUICHUXINKUANDEZHUARONGWAITAORANGYOUYIKUCHANGDAOLEYINWEIMIANLIAOERDAILAIDETIANTOU,ZICIYOUYIKUZAIMIANLIAODESHIYONGHEYANFASHANGBUDUANCHUANGXIN,BIRUNEIMENGGUDEYIGEYANGMAOMUCHANGZHUANMENSIYANGJIYOUYIKUTIGONGMIANLIAODEYANG,YIJIQINGBODEHeattechXILIEBAONUANNEIYI,JUNSHIYOUYIKUDUIYUYOUZHIMIANLIAOBUDUANZHUIQIUDECHANWU。


  2. FUWU:DUIUNIQLODIANYUANDEJIBENYAOQIUSHI,DUISUOYOUZAINISHENBIANJINGGUODEGUKEQUANYAOWENHAO。DANZHEIYIDIANDUIGUKEDAZHAOHUDEYAOQIUJIUBUSHIBIEDEPINPAISUONENGBIDE。BIEDEFUWUDAJIAYEDOUNENGTIHUIDEDAO。


  3. XIJIE:HEWUYINLIANGPINYIYANG,DIANPUDEXIJIEYAOQIUDAOJIZHI,SUOYOUYIFUDIEFANGDEFANGSHIJUNSHISHIFENJIANGJIU,BIRUKEYISHIGUKEHENRONGYIJIUKANDAOKUTUIKUANZHAIDEDIEFA。


  ZUOZHELINGWAITIDAODEYIGEXIJIESHIJINGZI。ZAIGUONEI,UNIQLODEJINGZIZHAOCHULAIDEXIAOGUOHEGAP,H&MYIJIZARAWANQUANBUTONG。QIZHONGYIBUFENSHIYINWEIJINGZIDEBAIFANG,LINGYIBUFENSHIYINWEIDENGGUANG。YINWEIHUANGZHONGRENLUNKUO,YOUQISHILIANBULUNKUOBUSHEN,XIANGBIYUOUMEIRENGENGJIA“PING”,YINCIQISHIHUANGZHONGRENBINGBUSHIHEDENGGUANGZHIJIECONGSHANGMIANDAXIALAIDEZHAOCHULAIDEXIAOGUO,NEIYANGHUIJIANGLIANBULUNKUODEQUEXIANTONGGUOYINYINGWANQUANZHANXIANCHULAI,RANERLUNKUOJIAOSHENDEOUMEIRENZEKEYIZHANXIANCHULITIDEGUGELUNKUO。YINCI,ZAIZHAOJINGZIDESHIHOUDENGGUANGCONGQIANMIANHUOZHEHOUMIANXIEZHAOXIALAIGENGSHIYONGYUHUANGZHONGREN。TONGSHIDENGGUANGDEXUANZEYEQIADAOHAOCHU,BUHUANG,BUCIYAN,GUANGXIANROUHE,KEYIHONGTUOSHENZHIMEIHUACHUFUZHI。


  4. GONGYI:ZUOZHECENGRENZHENGUANCHALEYOUYIKUDECHENYIGONGYI,XIONGQIANDAIDEFENGRENZHENJIDAOSANJIAOWANQUANSHIXIFUDEGONGYIYAOQIU,ZHEIGEXIJIEDOUBEIYAOQIULE,QITAFANGMIANZEGENGBURONGZHIYI。


趣赚钱App  5. UT:TXUBENLAIJIUSHICHUANDAWENHUAHEYISHUDEZUIJIANDANZHIJIEDEFANGSHI,UTZHEIGEXILIESHIHEYISHUJIADEHEZUO,JIANGYISHUDETUANZHIJIEZHANXIANZAITXUSHANG,HAIYUANTXUYUANBENDEZUOYONG,BINGQIEJIANGBIANYIDECHANPINMAICHULEYISIYISHUPINDEWEIDAO。


  4 GEPINPAIDEJINGZHENGYOUSHIJIESHAOWANBI,ZHEI4GEPINPAIDOUJINGGUOLEZHANGSHIJIANLILIAN,BINGQIEYENENGKANDAOZAIGUONEISHICHANGYEZHENGJINXINGZHEJILIEJINGZHENG,SHUYOUSHULIEKENENGSUIZHESHIDAIDEBIANQIANERGENGTI,ZARAHUIBUHUIFAZHANDAILI?GAPSHIFOUZHENHUIXIAOSHI?H&MLAINIANYOUHUIYUNAWEIDAKAHEZUO?ZUIXINDELINEXILIEUTNIMAILEMA?HUOSHIYOUHUIYOUNAGEPINPAIJIARUDAOJINGZHENGLANGCHAOZHONGLAI?GEZHONGBUQUEDINGXINGRANGRENYUBABUNENG,SHANGYEDEMEILIYEZAIYUCI。

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