Zara the largest U.S. clothing retailer of new competitors into the China GAP

Clothing retailer GAP (cover Pu) who have come from the Westlouboutin shoes
Coast, is in Beijing’s Wangfujing Street, Chaoyang Joy and Shanghai Nanjing Road, Huaihai Road, the decoration of its first four stores in China.
Clothing retailer GAP (cover Pu) who have come from the West Coast, is in Beijing’s Wangfujing Street, Chaoyang Joy and Shanghai Nanjing Road, Huaihai Road, the decoration of its first four stores in China.

Compared to the same position “fast fashion” casual brand Zara has been the situation all over the mainland, GAP late
Compared to the same position “fast fashion” casual brand Zara has been the situation all over the mainland, GAP late. In China, the orientation strong foreign competitors have a similar Swedish H & M, Uniqlo in Japan, the Netherlands, C & A. GAP late arrival of at least 3 years, the people of China missed its best opportunity. At this point, exclusive luxury brands such as Hermes stores in China, few have been comparable to other parts of the world combined.
40 years, almost every American family has identified as GAP clothes, and in Canada, Britain, France and so many chain opened 15 years ago, entered the Japanese market. However, plans to enter China has repeatedly been mentioned, try it again on hold.
Worldwide, GAP status of the largest fashion retail brands Zara’s parent company, has been replaced by the Spanish Inditex Group.
People living in the U.S. West Coast to pursue leisurelouis vuitton wallet
and comfortable way of life, which is the design of GAP spirit, love of excitement back to the Spanish Zara to create a complete model of speed to win. Once the GAP in Wangfujing and the Joy of 1,200 square meters in Chaoyang -1800 square meters of shop opening, competition will become wonderful.
Trader Experience
“This is the determination to come down.” GAP Greater China president Yang Ming June 23 were in Beijing, told reporters. Young ladies have been successfully linked Ports (Ports) to expand in China to more than 350 stores, which until now have clothing misunderstanding Ports International is China’s clothing brand.
Yang of the Chinese clothing market has deep feelings, and in general different businessmen, he is fluent in Mandarin and Shanghai dialect. He grew up in Hong Kong, studied in Canada, GAP with him on and after the young family. So when a friend GAP expressed the wish to invite him to join when the group had been worried Renbai Si bought in China and Asia-Pacific president, he almost did not consider.
Young officially assumed office in February this year, responsible for business development and real estate strategies. His contribution is reflected in the GAP store address option.
GAP in the United States has many unique qualities of single-family store, at the headquarters store in San Francisco, one of the more than 4,000 level is a very old building. Taking into account the traffic in Beijing and Shanghai, Yang and his team gave up the choice of single-family store, not as convenient shopping centers in the rented premises. Based on past experience, and shopping centers have opened retail outlets to discuss 1000 levels is very difficult. Beijing, for example, belong to the food group has not yet built in Chaoyang Joy occasion, Yang Ming will have reached an agreement of cooperation with the mall, he was originally leased to several businesses with local package to ensure GAP1000 square meters uniform store requirements.
GAP team currently in China from the United States, Singapore, Canada, Japan and other different countries. Yang expand the use of the previous experience gained in the Chinese market, the recruitment manager in China, sent to U.S. training, alliance manager with the United States, with stores in China back to work, the U.S. manager to work with stores in China 6-12 months to ensure that China can do a good job when the manager returned to the United States at the same time, the U.S. manager will also exchange experience in China back to U.S.. Yang used to work in garment industry, it had tried to send the New York store’s manager training in China, because the New York store’s traffic can reach the level of stores in China.
Through this training, both the manager make a friend is also happy to see Young, “when the need arises, so as to get the help of friends.” Yang Ming is a great emphasis was friends friendship of the people, and from this perspective, GAP first entered the Chinese Young people choose to do a very wise head, which for the Chinese market is a big help. He also got some friends from Hong Kong real estate support, GAP the next part of the store address had been negotiated, will be opened in succession.
Competition
Zara wins in speed.
In the world, often to see Zara’s store managers are always with a customized handheld PDA in the store visits, which is based in Spain, Zara, a store manager for each particular configuration, through the networked the PDA, they can place orders directly to the headquarters, and headquarters can control each store’s sales, while store manager, product manager can and timely communication between the headquarters. This can be done ZARA design, production, delivery in 15 days.
This story had been “Harvard Business Review” as “Zara’s 15-day myth.”
Similarly, from design to put the clothing on sale at the counter of the time, China’s garment industry is generally 6 to 9 months, the international brand name usually takes 120 days.
Zara week 2 new arrival, a month for a second window display; 24-hour processing shops from around the world nearly a thousand orders, ensuring goods within 72 hours by air from Spain to a store anywhere in the world.
Zara’s success led a vigorous and resolute “fast fashion” market, its parent company contributed more than 70% of the profits. Currently stores all over the north has been widely and have a higher level of consumption of second tier cities in China.
In contrast, especially good to do jeans, khaki pants, T 恤 so relaxed and casual style of the GAP, and even spent a few years to decide to enter the Chinese market.
In fact, years ago, GAP has 30% of the products are made in China, Chinese people are not supposed to be the first to know Zara but the GAP.
Ming Yang was that China does not now enter the night, early had spent two years to study the Chinese market, after the full confidence to a well-thought. And, GAP does not rush into second-tier cities in China, Yang Ming hope will be the first four stores opened after 2-3 years to firmly Dangdang before considering expansion into the capital city, it is diligent in the U.S. West Coast style, bad thing, this industry has never lacked eager to move forward and fall short of the example.
Interestingly, Zara has opted to enter the mode of operation is Direct, GAP is also the same, do not take the agent, do not do join. But both sides have a lot of joint ventures in other countries, and franchise stores. Yang Ming said may have been a lot of business contacts that he expressed the wish to join, but have been refused.
Zara’s dressing room often to see the scene before the long lines. To this end, Zara need to charge customers the dressing room before the arrangements for full-time employees of the clothes replaced.
Ming Yang was that, GAP’s advantage is human.
He reached under his own personal experience, it is now doing service in the Chinese retail appreciation. First, the design requirements of GAP on the store full compliance with customer-friendly clothing easy to find what you want the principle of the principle of decoration is also follow suit. Some shortcomings of the existing apparel stores, such as poor lighting, poor fitting environment, queuing too long, some size out of stock of the situation easily, Yang said the GAP will all avoid.
GAP store will be opened to set baby bathroom, to provide Internet services, online orders can then be … … the pursuit of the details of all humanity.
Yang does not promote due to line up promotion, he said, had a shop 10 hours, if the customer has been waiting for, then GAP’s shop time ahead to 8:30.
GAP as a backward another killer who is e-commerce, has been with the Network Information Co., Ltd. Shang Hai Yi reached a partnership that will create online shopping website.
Store has not yet opened, Young has started large-scale promotion and publicity.
This year in September, GAP founder will arrive in China, director of the General Assembly this year will be held in China.