Four major "capital" analysis: ZARA ignores Chinese consumers

Whether in Chinese or English, or in ancient Spanish slang, the same sentence can be found - silence is gold. Amancio Ortega, the owner of INDITEX Group, the richest person in Spain, will undoubtedly carry this utterance throughout his life. Not only does his personal life be low-key to near-mysterious, but it also makes this "temperament" infected with the entire group. To be exact, it infects group management and public relations. department.

The richest man in Spain, head of INDITEX Group Amancio Ortega

In the same country, the quality supervision department has “named” it seven times for three years, and it will be replaced by any fashion brand, and whether it can continue to be established or not will at least create a sense of crisis. On the other hand, ZARA does not always make any explanations to the outside world. This kind of bizarre silence and the scale of rapid expansion are the best offensive and defensive commercial versions of Spanish football? We can't help but wonder if we have multiple yellow cards. Who gave it the right to stay on the court?

What's interesting is that if we really think of this as a game, the whole story will be immediately clear.

I'm quick I conquer

The rapid rise of ZARA has brought a new concept to consumers - fast fashion. "First-rate design, second-rate quality, third-rate price" is the motto of such brands. Fashion that first appeared in fashion week yesterday, the same style can be hung in ZARA stores all over the world the next day. This is an irresistible temptation for many ordinary people chasing fashion. ZARA's position on itself has always been "only sell design, regardless of other", and from the European and American clothing testing standards as long as the chemical composition does not exceed the standard, the clothes are qualified, as for the other, how much cotton, fade or not, not in them The scope of thinking. ZARA's “quality door” in China may be a challenge they have never seen before. In the face of this “unprovoked” accusation, I’m afraid that Amancio Ortega still feels very embarrassed. The silence of ZARA is due to a person who does not know that he has made a mistake and cannot honestly admit his mistake. Of course, the right and wrong are relative. If ZARA does "right" according to China's quality inspection standards, this means that it will exclusively produce clothing that only targets the Chinese market, and thus will lose the biggest killer of "fast". .

"Adversary" does not give power

There was a time when some people advocated boycotting “Japanese goods”, but at the same time we also asked ourselves: If we abandon “Japanese goods”, especially digital and electronic products, what else can we use? The result of blindly boycotting is to see what is lacking. Just think, ZARA this "team" on the court above the strength of the poor opponents, frequently scored, it seems that no one can blame others "monopoly" the stadium. Just because the situation has already fallen, why should we use some untruthful means? Perhaps this situation will only change when ZARA encounters a really strong opponent.

The referee is less dignified

A seven-card yellow card cannot affect a team. The only explanation is that the referee is too imposing. The so-called "authority department" is powerless and unwilling. It has issued a quality inspection report conscientiously, and the relevant brands have not been punished accordingly. No one will be held in awe. The ZARA was caught in the “Quality Gate” for the seventh time, and once it tasted the sweetness, it once again chose to silence. After the storm, everything will be calm as always. If the difference between Eastern and Western concepts makes ZARA's parent company claim to be right, then the empty text that does not have to bear the consequences is to encourage this confidence. Fortunately, the Consumers Association seems to be unbearable, and finally done what should be done from the beginning - formally criticized the INDITEX Group, which in return for three years ZARA opened the golden mouth. Just what will happen next? Fines, tens of millions of fines generated each year due to plagiarism are not a problem for INDITEX; rectification will destroy the entire industry chain of ZARA's “fast fashion”; even if it is not easy to exchange for a perfunctory apology, it will still be Breed the eighth and ninth "quality doors." It will be worth thinking about how China's clothing inspection standards will be balanced after being challenged by "fast fashion."

The most important thing is that "spectators" don't mind

Many of the reasons for explaining ZARA without injury are probably the most essential reasons. Consumers in China have become accustomed to submissive behavior, and even when their rights have been harmed, they can still optimistically ridicule themselves: “Is eating cooking oil, drinking Sanlu milk, and covering black cotton, but I'm afraid I'm wearing a color shirt?” It's beautiful to go up."

It is this trepidation and arrogance that allows ZARA to not have to worry about nowhere to go and can easily and arbitrarily challenge the morality and laws of the Chinese market. If each consumer respects himself more, if the problem arises is not a self-opening attitude, I am afraid that ZARA will have made changes to the Chinese market long ago. Blind boycotts are not advocated, but reasonable demands should be maintained.

From this point of view, the attitude of the Consumers Association not receiving the INDITEX Group’s sloppy response is worth encouraging. If only because the other party has always been silent, this time it finally moved to a close, it is undoubtedly the worst for all brands. The model - admitting mistakes, can not be changed repeatedly. After Wal-Mart's Fraud Gate and ZARA's Quality Gate, there will be more various "doors" to be staged. As "God" consumers, they should always remember their own rights, loyal to their own feelings, and looking forward to a better life in the distance. They should be more true to the ugliness in front of them.