Buyer Model And Zara Brand Operation Case Analysis (3)

Three. product development Mode reform

Product development based on buyer's mode is a development mechanism that designers and buyers coordinate with each other. At the beginning of the Zara, the product was completely developed by the designer, so that the product development of the enterprise could not be recognized by the market. After introducing the buyer's operation mode, the buyer is the main supplier of information for product development and the main role of product development. It develops its own products for designers who are newly entered into the role of fashion designers to supplement the shortage of buyers in product style development.

The functions of buyers reflect three functions of development in Zara. First, collect the information and fashion factors of new product development, send the information of the final design of these new products to the enterprise design department, design and modify the styles by the designers, and finally complete the product development; two, independently develop the product styles, send products directly to their processing plants or processing factories, complete the production of products, send the style map and style information to the company's product development department and the Coordination Center for the record; three, use the product development results of the OEM manufacturers to purchase products in batches, which also completes the buyer's product development function.

Designer Work function There are three kinds. One is to pick up the information for the buyer to make the modification of the style. Complete product development; two, develop products by oneself to supplement Zara's original Spanish brand style; three, collect and organize product development information. Management and maintenance of information.

Four, improve enterprise logistics distribution system

Zara's product launch is almost globally synchronous. This is mainly from the improvement of our logistics distribution system. Adopting the operation mechanism of the buyer's enterprise logistics, it has made the product quickly achieve the rhythm of listing.

The company has different distribution centers, which belong to different countries. The key point is that these distribution centers are very close to their own key sales and processing companies. In this way, the logistics will be fast and effective. At the same time, advanced distribution equipment also gives the most direct feedback to stores in their stores. The sharing of logistics data will directly reflect the sales volume and stock volume of goods, and facilitate the deployment and use of logistics.

Five, improve Terminal store Operation mode

Clothing enterprises are generally traditional selling patterns and sitting equal sales. After the Zara terminal store was restructured, it increased to two billion from its original sales volume. The buyer's terminal store mode is to use active training shops to sell hands, shop sales divisions and shop buyers. Let them form different operation methods under the unified brand mode, so that the products and sales modes of all shops are maximized. Details are shown in the buyer's training course series, the shop sales division under the buyer's mode, the shop selling hand under the buyer's mode, and the shop buyer.

Six, the reform of the overall operation system and assessment system of enterprises.

The emphasis of the system reform is on the improvement of the collaboration system between the enterprises and the foreign enterprises, the reform of the coordination system among various departments, the collaboration system between various departments and buyers, and other institutional systems for the operation of enterprises.

The evaluation mechanism is the most distinctive feature of the buyer system in China. It quantifies the work of different departments and staff members of the enterprise, so that everyone in the company can identify the workload to be completed in a day, and has a clear working indicator and allocation method for the assignment of sudden workload, so that the overall operation of the president of the company has reached the most direct assessment.

These methods bring up the buyer's operation mode of Zara. It can be said that the buyer's operation mode of clothing enterprises is already the main business mode of clothing brand shuffling. In the near future, Zara will be landing in China (when Zara is not written into China). Its strategic intention is very obvious, that is, to seize China's largest apparel market in the world.

From the buyer's operation mode of Zara, we can see that the brand culture and brand value of clothing brand are driven by sales volume, not that the culture and value of a brand can reflect its value, but it must be tested by the market. What is the main competitiveness of clothing brands? I am greeted by countless apparel brand operators. My answer is very simple: style! No style, brand can not achieve the market, no market, no brand value. While many international brands are being restructured by buying operators, when training some international brand buyers, you will find that these brands and those who operate these brands are not only doing the whole operation from the style of the products, but will not be as practical as the domestic apparel enterprises, and focus on the pointless concept hype, which will only destroy the strength of the enterprises.

Many buyers in the domestic market seem to be very loathing about this behavior or practice for buyers. Instead, we blindly carry out product development behind closed doors. This is also an idea of insufficient understanding of buyer's operation mode. Buyer mode is to maximize the collection of market information, and then use the information to make product style restructure, to form their own product style, rather than blindly copying. I have to say something for the buyer model. Some of the international brands that are most familiar with clothes, such as IgG, OLNY, ESPRIT, and other international brands, are not used by buyers. Which one is not successful in the international market?