ZARA three sisters brand fully withdrawn from the Chinese market?Why can't the fast fashion giant do not?

On the world's fast fashion market, ZARA is undoubtedly a well -deserved giant in the market. However, just recent news came, ZARA's three major sisters brands with the parent company collectively withdrawn from the Chinese market. What happened? Why can't the three major sisters of Zara, a fast fashion giant in China?

1. Zara three sisters brand fully withdrawn from the Chinese market?

Beijing Youth Daily reporter learned on July 8 that the Spanish fast fashion brand ZARA's parent company Inditex's Bershka, Pull & Bear, and Stradivarius of the three brands of e -commerce channel announcement announced that from July 31, 2022, online stores will stop sales. The brand series of products also said that the brand's online customer service and brand customer service hotline will be extended to August 31. Last year, all the offline stores of the above brands have been closed. This time, it has withdrawn from online or represents its full withdrawal from the Chinese market.

The Beijing Youth Daily reporter saw on the above -mentioned flagship store on an e -commerce platform that its homepage was available on the closed store announcement of "Starting from July 31, 2022, the store will stop selling the brand's series of goods". The customer service and customer service phone in the store will be operated until August 31. The stores are conducting discount promotion. In addition to the price of a few coats and shoe products exceeding 200 yuan, the prices of the above three online stores are mostly around 100 yuan, and there are many double digits. Some only need 2 or 30 yuan. Essence Even so, most of the monthly sales volume of goods is only two digits, and the monthly sales volume is not uncommon, and the monthly sales volume of goods is displayed at 0.

The above three brands have entered the Chinese market around 2009. Although they are three brands, offline stores are always open together, and they are generally opened next to ZARA. During the peak, they opened nearly 200 stores in major cities across the country. At the same time, as the earliest batch of fast fashion brands landing Tmall, the number of fans of the above three brands above was more than 4 million.

2. Why can't the fast fashion giants do?

We see that the three sisters of the world's famous fast fashion companies ZARA have to withdraw from the Chinese market. As a well -known company with fast fashion, why do we have such a situation, and what should we think of this?

First of all, we must understand what the core feature of fast food is. This is the words that everyone often hear. There is no merit in the world, but the advantage of fast fashion is to provide consumers through continuous speed. , To meet the market demand of consumers themselves, this is the core logic of fast fashion, and we have seen that Zara's development in the Chinese market has actually excessively biased its long -term international strategy in the Chinese market. For a multinational brand, it is normal to have its own international strategy. The biggest feature of the top is that many of its market demand and market performance are very different from the international market. Even in some market areas, it is advanced in the international market. If the gameplay is launched in the Chinese market, it is often possible to find that it seems that these logic does not work in China. This is the biggest problem with ZARA's parent company.

Secondly, with the development of China's fast fashion market over the years, we have seen that many domestic brands in China have begun to rise rapidly. Under the rapid rise of Chinese domestic brands, more and more Chinese companies have gained in the market. Better market competitiveness, and in the process of a large number of international brands, our design capabilities and manufacturing capabilities have been rapidly improved, so in a short period of time, Chinese companies can fully have a strong strong. For market design capabilities and market expansion capabilities, for the current Chinese fast fashion industry, Chinese domestic brands have the market advantage of new national tide, and on the other hand, they have a strong foundation for manufacturing as the foundation. As a result, as long as they work hard, they have the possibility of surpassing international giants.

Third, from the perspective of long -term market development, it is actually a normal phenomenon to choose to withdraw from China in order to withdraw from China, because for these international companies, they are already very familiar with what can in a country do. Once the development of the same level is hindered, it often chooses to quickly eliminate its weakness and reduce its burden in the way of breaking the wrist. Therefore, the current three sisters of ZARA use this strategy , So as to avoid falling into the quagmire in the market of a country, so we are actually understandable. For the current fast fashion industry, we may still learn how to adapt to market changes and learn to develop the market in a timely manner. More importantly, learn to learn. How to stop loss in time.

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