1、ZARA,SC补充案例思考 王甜源,緣起一,1:時尚品牌來自一個不知名的西班牙小鎮 2:一半以上在發源地生產 3:所有設計,物流,總部運籌人才都還在小鎮裡面,緣起二,創新年代 最大創新是Business model 創新Zara模式正式要從歐洲大量進攻亞洲的新典範平價奢華是主流,其中最主要典範就是Zara,ZARA模式是什麼?,平價奢華快速流行但是他是怎麼從一個邊遠小鎮出發,達到今天全球三千多家時尚店面的?,La Coruna,不知名小鎮 西班牙過去稱這裡世界盡頭 西邊就是死亡之海 人口才二十五萬 飛機去航程近二十八小時,西班牙Inditex零售集团主席：Amancio Ortega,ZARA
2、 七大核心經營理念,1.快！消費者必須立刻買（Buy it NOW）,2.變！不重複生產同樣產品:2、5M,3.不創造流行，但是掌握流行,4.平價奢華，大膽跟LV、GUCCI做鄰居,5.砸下重金擺飾櫥窗，靠店面打品牌形象,6.Near-Sourcing外包，快與流行才有利潤,7.做垂直整合模式的最後堅持者,An innovative business model,Traditional model,The Inditex model,Stores: Daily sales analysis Customer feedback,Raw material / manufacture: Small
3、production batches,Design: Constant changes to the initial collection based on demand,Inditex business model. Flexibility during the season,Three prominent features,Sourcing in proximity + Very efficient logistics + Sales in own-managed stores, allow the Group to achieve its goals,Quick response to
4、the market trends + Continued renewal of the offer + Customer-oriented,Inditex model,Sourcing in proximity + Very efficient logistics + Sales in own-managed stores,二週就上市的快速模式,從瑪當娜的西班牙演唱會說起 - 2001年6月麦当娜到西班牙巴赛罗那举行演唱会，为期三天的演出还在进行中，就发现台下已经有观众穿着麦当娜在演唱会上穿的衣服，之后西班牙大街上更是迅速掀起了一股麦当娜时装热，而服装都来自当地ZARA店。 - 店面收集情報
5、 - 設計到生產到物流,二週以內到店面一年設計出兩萬款新式服裝 - 生產一般三到七天 - 物流最遠最長就是二天內到達,到亞洲就坐飛機 - 店面九成以上直營,總部-三百個設計師是心臟周圍十一家工廠 一個大型物流中心共員工三千名,LA CORUNA 旁的ARETEXIO總部大公開,Elx Capitolio cinema波多黎各影劇院,Investments in 2005,Elx Capitolio cinema波多黎各影劇院,Investments in 2005,ZARA歷史,一九七五年第一家店面 一九八八年開始國際化 一九九一年開始多角化 一九九八年第一次踏進亞洲-日本東京 二千年股票上市
6、 二OO六年到大陸上海開第一家店 未來亞洲要成長DOUBLE 今天他有是八大品牌的INDITEX集團,Zara: With over 30 years experience in the fashion retailing sector and an offer based upon the right mix of design, product quality and attractive prices has evidenced that there are not barriers preventing a shared taste in fashion pursuant to the
7、 latest international trends.,960 stores,Inditex: eight commercial formats,Kiddys Class Skhuaban: Inditexs bet for a market which has a huge potential: latest fashion trends for babies and children aged 0-16.,960 stores,170 stores,Inditex: eight commercial formats,Pull and Bear: Casual and sport fas
8、hion for the youngest,960 stores,170 stores,450 stores,Inditex: eight commercial formats,Massimo Dutti: International fashion for urban and cosmopolitan men and women.,960 stores,170 stores,450 stores,390 stores,Inditex: eight commercial formats,Bershka: Addressed to the youngest costumers, with ver
9、y trendy products.,960 stores,170 stores,450 stores,390 stores,420 stores,Inditex: eight commercial formats,Stradivarius: Addressed to the youngest girls, with vey trendy and urban style.,960 stores,170 stores,450 stores,390 stores,420 stores,290 stores,Inditex: eight commercial formats,Oysho: Indit
10、exs fashion sense applied to the feminine lingerie and underwear.,960 stores,170 stores,450 stores,390 stores,420 stores,290 stores,190 stores,Inditex: eight commercial formats,960 stores,Zara Home: Fashion trends for homewear.,170 stores,450 stores,390 stores,420 stores,290 stores,190 stores,140 st
11、ores,Inditex: eight commercial formats,Creation and expansion of Inditex,a Confecciones GOAa Manufacturing of clothes a Stablished as a small workshop,A Corua 1963,The 60s and 70s,Growth of the business in Galicia,The 70s,1975: First Zara stores in A Corua,1979: 5 stores,The 80s,Expansion in Spain,M
12、adrid, 1981,Barcelona, 1983,The 80s,First steps outside Spain: Portugal,Oporto: 12 December, 1988,1989: 78 stores,United States and France,New York: September 27th 1989,Paris: March 1st 1990,The 80s,International expansion of Inditex,The 90s,International presence of Inditex,ASIA PACIFIC 55 STORES,ASIA PACIFIC 55 STORES,+5 openings before year end,Japan 22 stores,Thailand 5 stores,Malaysia 3 stores,Singapore 10 stores,Indonesia 7 stores,Philipinnes 2 stores,Mainland China 2 stores,Hong-Kong 4 stores,请思考： Zara的供应链管理属于哪种类型的供应链？具有什么特点？ 通过Zara的案例，你对供应链管理有了什么认识？,
