Sales Analysis Of Four Fast Fashion Brands Online Mall

< p > reporter survey Zara, UNIQLO, GAP and Forever21's four fast fashion brand's official online shopping mall found that when the interaction between online shop and consumers is basically zero, consumers' purchase desire is hard to arouse. < /p >
< p > < strong > comment < /strong > < /p >.
< p > < strong > can best affect the order < /strong > /p >.
< p > reporter survey found that in these four fast fashion brand online stores, Zara has the lowest degree of openness to consumers' voice, commodity reviews are not open, and sales volume can not be displayed. < /p >
< p > in the online stores of UNIQLO and GAP, unregistered and registered users can also browse comments and sales volume without restriction. A woman's sweater from GAP has 32 comments. A buyer from Shanghai rated the product as 4 stars, rated "big", "very good" on the size, and "casual, traveling" for the occasion. < /p >
< p > Zara expresses that at this stage, online business is mainly to listen to the feedback of customers, but there is no way to comment. Where does the voice of consumers come from? Ye Qizheng thinks that the practice of Zara shop is not grounded, and is not in line with Chinese online shopping habits. Consumers need to rely on the comments of buyers to increase their trust in commodities, thereby stimulating their desire to buy. Miss Zhang also said, "I will look at reviews and sales decisions before shopping online. If there is no comment, I will not be so simple." < /p >
< p > < strong > Product details < /strong > /p >
< p > < strong > dispel purchase doubt < /strong > /p >
< p > Forever21 in product introduction, transparency, thickness, lining, elasticity and washing methods are quantified. The washing instructions of GAP are also more detailed. The washing instructions of a eiderdown jacket are as follows: "a href=" //www.sjfzxm.com/ "target=" _blank "> cap > /a > before washing, use large capacity front door washer, and use large capacity dryer, must be thoroughly cleaned and dried. < /p >
The washing instructions of < p > Zara are displayed on the icon, and the cursor will move to the icon when the consumer moves the cursor to display the text content, which is not intuitive enough. < /p >
< p > because the "virtual fitting" function is not set, the display of product detail is particularly important. The product diagram of GAP has been refined to the neckline, cuff and label of < a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a >, Forever21 has 7 details of each product. But there are only 4 pieces of Zara, and most of them are full body drawings. < /p >
< p > on the Internet, the appearance of commodity quality can only be displayed by detailed drawings. Consumers Miss Yang said, "although some clothes have been seen in the physical store, if the details are too few, it is not very convincing for me." < /p >
< p > < strong > shop specials < /strong > /p >
< p > < strong > attractive increase > /strong > /p >
< p > the prices of the four fast fashion online stores are basically the same as those of the physical stores. UNIQLO and Forever21 have obvious advantages in the special discount of online stores. UNIQLO online discount goods discount is around 40 percent off. Forever21 marked the online premium products with "yellow label". On this basis, the "special discount today" method is used to break the discount. A pair of suede high boots with a price of 229 yuan, the net shop will play 50 percent off on the basis of 48% off, and the final price will be 55 yuan. < /p >
< p > January is the discount season for Zara, online shop discount is also synchronized with the physical store, but Zara does not have online shop specials. Although Zara says its online store is a supplement to the physical shop rather than a competition relationship, Ye Qizheng believes that Zara is implementing a strategy of "more money and less quantity". But online specials are very attractive to consumers. Online and offline policies of the same price are suitable for their brand image, but they are not suitable for Chinese market. < /p >
< p > < strong > single product mail > /strong > /p >
< p > < strong > stimulating additional consumption < /strong > /p >
< p > four fast fashion shops have launched a long-term postal policy. The GAP threshold is the lowest, which is full of 199 yuan, and Zara is somewhat "harsh" enough to buy 299 yuan. UNIQLO has a single product free of charge for individual products. A women's rib knitwear suit with a price of 299 yuan is shipped in one month, and 15 pieces are sold in one month. < /p >
< p > "packet mail" has now become the key word of online shopping. The postage fee of several yuan is driven by a more substantial sales figure. The single product package can help businesses want to push their products to the top of the sales rankings. Consumers Miss Yang said, "if you don't pay postage on the basis of not increasing the price, even if this dress is not particularly fond of it, it will still consider the order, after all, there are benefits." < /p >
< p > < strong > page design < /strong > < /p >.
< p > < strong > must attract eyeballs < /strong > /p >
< p > in the design and layout of online store pages, Forever21 is not only bright and bold in color, but also pays attention to different categories in its settings. The classification of attractive products, such as salable products, special items, re entering products, code breaks and so on, is clearly listed. < /p >
< p > the website of UNIQLO online mall is bright and information is large but not messy. The excellent products have been promoted in a prominent position, and the new series pushed by the website are combined with static and dynamic, which is rich in visual impact. < /p >
The online shopping mall < p > Zara appears to be somewhat "low-key", with black and white tones remaining more stable and less visual impact. Discount products have not been particularly prominent. Ye Qizheng believes that Zara pays more attention to the maintenance of brand image in the design of online shopping mall, but online consumption needs stronger visual impact. China's < a href= "//www.sjfzxm.com/" target= "_blank" > dress < /a > collocation teacher occupation education first person, "a a" href= "//www.sjfzxm.com/" target= "_blank" > dress < < > > collocation college dean Kang Lanxin said, fast fashion e-commerce page design should not be made "directory", so it is difficult to arouse consumers' desire to buy. < /p >
< p > < strong > interaction < /strong > < /p >
< p > < strong > can best touch young people < /strong > /p >
< p > in terms of online interaction with consumers, UNIQLO, GAP and Forever21 show outstanding performance, especially in the official micro-blog operation, micro-blog's photos of the products that are forwarded to consumers are everywhere. < /p >
< p > Zara is not active enough. It only released the relevant information of the autumn and winter discounts season, and did not communicate with consumers. In online stores, online customer service is nowhere to be found, and consumers can only make phone calls if they want to consult related questions. < /p >
< p > in addition, in the "commodity sharing" setting, GAP is familiar with the usage habits of Chinese netizens. Sina, Tencent micro-blog, Renren and Kaixin are all covered. UNIQLO has also released its WeChat account on its online shopping mall. Zara is concerned about Sina micro-blog, but Facebook and Twitter are not the first choice for netizens in mainland China. < /p >
Fans of fast fashion brand P are mostly young people and the main force on social platforms. Netizens are drying out the loot products in UNIQLO on micro-blog. Official micro-blog forwarded and linked the merchandise links, which not only interact with consumers online, but also achieve the publicity effect. Ye Qizheng said that the Zara store is a "supermarket". The salesperson and the customer "zero communication", but the online consumers have the mentality different from the offline customers. Strengthening online interaction with consumers can help brands penetrate all aspects of young consumers' lives and create "intimate relationships" with consumers. < /p >