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Four Big "Capital" Analysis: Why Should ZARA Ignore Chinese Consumers?

2011/4/28 14:57:00 45

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No matter in Chinese, English or in old Spanish proverbs, you can find the same sentence - silence is golden.

Amancio Ortega, the owner of INDITEX group, Spain's richest man, has undoubtedly carried out this motto all her life. Not only is her personal life low to almost mysterious, but also this "temperament" has infected the whole group.

Spain's richest man, INDITEX group leader Amancio Ortega

In the same country, the quality supervision department has called the roll call seven times in three years.

fashion

Brand, and not to say whether it can continue to be based, will at least produce a decent sense of crisis.

In contrast, ZARA has never given any explanation to the outside world. This incredible silence and the scale of rapid expansion are the Spanish football's "offensive best defense" business edition.

We can't help wondering, who has given him the right to stay on the court?

Interestingly, if we really regard this as a ball game, it will immediately become clear.

I am quick to conquer.

ZARA

The rapid rise has brought a brand new concept to consumers -- fast fashion.

"First-class design, second class quality, three price" is the motto of such brands.

The fashion that first appeared in fashion week yesterday, the same style can be hung in the store of ZARA all over the world for second days, which is a temptation for many ordinary people who pursue fashion.

ZARA has always been "positioning itself for sale, no matter what else", and from European and American clothing inspection standards, as long as the chemical composition is not exceeding the standard, the clothes will be qualified. As for the others, how much cotton is missing or not is not in their thinking category.

ZARA's "quality gate" in China is perhaps a question they have never seen before. In the face of this "gratuitous" accusation, I am afraid Amancio Ortega herself feels quite wronged.

ZARA's silence is due to a person who doesn't know he made a mistake and can't honestly admit his mistake.

Of course, it is relative to the wrong version. If ZARA does the right thing according to China's quality inspection standard, this means that it has to specialize in making clothes that only aim at the Chinese market, which will also lose the biggest killer of "fast".

"Opponents" do not give strength.

At one time, some people advocated the boycott of Japanese goods. But at the same time, we asked ourselves, if we give up Japanese goods, especially digital and electronic products, what else can we use?

The embarrassment of blind boycott is to see clearly their shortcomings.

Just imagine that ZARA, the "team", has scored a lot of scoring on the field, and nobody seems to be able to accuse others of "monopolization".

But since the situation is already one-sided, why do we need to play some honest ways?

Perhaps this situation can only be changed when ZARA meets a really strong opponent.

"Referee" is less authoritative.

Seven yellow cards can not affect a team. The only explanation is that the referee is too imposing.

The so-called "authoritative department" has no power nor authority, and conscientiously releases one after another quality inspection report, and the relevant brand can not get the corresponding punishment. No one will be in awe of it.

The seventh time ZARA was trapped in the "quality gate" and had tasted the sweetness. It once again chose silence. After the storm, everything will remain calm as usual.

If the difference between eastern and Western ideas makes the ZARA parent company admit that there is nothing wrong with it, then a piece of paper without consequences is to encourage this confidence.

Fortunately, this consumer association seems to be intolerable, and finally did what should be done from the very beginning -- Criticizing the INDITEX group formally, only in this way did ZARA get the first gold medal in three years.

But what happens next?

Fines, it is not a problem for INDITEX to plagiarize the tens of millions of fine brands produced by major brands every year. Rectification will surely destroy the whole industry chain of ZARA's "fast fashion". Even if it is hard to get a perfunctory apology, it will still breed eighth or ninth "quality gates".

How to balance China's clothing inspection standards after "fast fashion" provocation is worthy of our consideration.

The most important thing is that the audience does not mind.

I am afraid that this is the most essential reason for many explanations of ZARA.

Chinese consumers have become accustomed to adversity. Even when their rights and interests are damaged, they can also laugh at themselves with optimism, "eating dirty oil, drinking Sanlu milk, covering black heart cotton, and afraid of wearing a discoloration garment."

Besides, it looks "beautiful".

It is this kind of favor and arrogance that makes ZARA no need to worry about having no way to go, and can always provoke the morality and law of the Chinese market at will.

If every consumer respects himself more, once the problem arises, it is not a self opening attitude. I am afraid it will have prompted ZARA to make changes in the Chinese market.

Blind resistance is not advocated, but reasonable demands should be upheld.

From this point of view, the Consumer Association's attitude of not giving up after receiving the grass roots response of the INDITEX group is worth encouraging. If it is only because the other side has always been silent, the final voice will be ended. It is undoubtedly the worst example for all brands to admit mistakes and teach them repeatedly.

After WAL-MART's "fraudulent door" and ZARA "quality gate", there will be more "doors" staged.

As a "God" consumer, we should always remember our own rights, be loyal to our feelings, and look forward to a better life in the distance.