ZARA品牌的中國區物流總監應俊
由深圳工業總會執行主辦的第五屆品牌建設國際高端論壇暨第十二屆知名品牌成果發布會于4月25日下午隆重舉行。其中，經深圳知名品牌評價委員會全體會議審議，并經聯合國工業發展組織中國南南工業合作中心審核確認，華為、中國平安、招商銀行、正威國際、中集和邁瑞等6家企業為“國際信譽品牌”。
此次發布會除了邀請各級領導參會，還特別邀請了包括西班牙Inditex公司在內的國際大品牌公司的高管作為演講嘉賓。
在發布會上，西班牙Inditex公司旗下ZARA品牌的中國區物流總監應俊向大會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，店鋪員工每天都會把客戶對時尚的需求逐級反饋到總部，最終形成報表讓總部知道哪些產品更受客戶歡迎。
其次是ZARA獨特的物流模式：全球采購、全球銷售，貨物均由西班牙通過卡車運到歐洲市場，除歐洲以外，所有的貨物都是100%地空運到其他國際市場。
再次是強大的設計團隊使得其產品與其他品牌有所不同，款式一年達5萬個，且每款的量非常小。
還有其強大的IT支持：通過銷售人員配備的手掌機和部分終端機，向總部傳輸、分析報表，進而收取客戶反饋，推動產品變化。
最后是充分利用比廣告效果更好的櫥窗的陳列和優越店面的位置，通過店內獨特的內部設計裝修給客戶帶來開闊的視覺體驗及營造出的不同的創新格局。
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.
