ZARA品牌的中國(guó)區(qū)物流總監(jiān)應(yīng)俊
由深圳工業(yè)總會(huì)執(zhí)行主辦的第五屆品牌建設(shè)國(guó)際高端論壇暨第十二屆知名品牌成果發(fā)布會(huì)于4月25日下午隆重舉行。其中，經(jīng)深圳知名品牌評(píng)價(jià)委員會(huì)全體會(huì)議審議，并經(jīng)聯(lián)合國(guó)工業(yè)發(fā)展組織中國(guó)南南工業(yè)合作中心審核確認(rèn)，華為、中國(guó)平安、招商銀行、正威國(guó)際、中集和邁瑞等6家企業(yè)為“國(guó)際信譽(yù)品牌”。
此次發(fā)布會(huì)除了邀請(qǐng)各級(jí)領(lǐng)導(dǎo)參會(huì)，還特別邀請(qǐng)了包括西班牙Inditex公司在內(nèi)的國(guó)際大品牌公司的高管作為演講嘉賓。
在發(fā)布會(huì)上，西班牙Inditex公司旗下ZARA品牌的中國(guó)區(qū)物流總監(jiān)應(yīng)俊向大會(huì)介紹了作為西班牙第一、全球第三的服裝商，Inditex公司如何成功打造國(guó)際品牌。
首先是作為銷售終端的店面的重要作用，店鋪員工每天都會(huì)把客戶對(duì)時(shí)尚的需求逐級(jí)反饋到總部，最終形成報(bào)表讓總部知道哪些產(chǎn)品更受客戶歡迎。
其次是ZARA獨(dú)特的物流模式：全球采購(gòu)、全球銷售，貨物均由西班牙通過(guò)卡車運(yùn)到歐洲市場(chǎng)，除歐洲以外，所有的貨物都是100%地空運(yùn)到其他國(guó)際市場(chǎng)。
再次是強(qiáng)大的設(shè)計(jì)團(tuán)隊(duì)使得其產(chǎn)品與其他品牌有所不同，款式一年達(dá)5萬(wàn)個(gè)，且每款的量非常小。
還有其強(qiáng)大的IT支持：通過(guò)銷售人員配備的手掌機(jī)和部分終端機(jī)，向總部傳輸、分析報(bào)表，進(jìn)而收取客戶反饋，推動(dòng)產(chǎn)品變化。
最后是充分利用比廣告效果更好的櫥窗的陳列和優(yōu)越店面的位置，通過(guò)店內(nèi)獨(dú)特的內(nèi)部設(shè)計(jì)裝修給客戶帶來(lái)開(kāi)闊的視覺(jué)體驗(yàn)及營(yíng)造出的不同的創(chuàng)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.
