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ZARA, a fast-fashion brand that has been making rapid growth in China's first and second tier cities, has recently been eyeing third- and fourth-tier cities. Recently, ZARA Beijing image store opening conference, ZARA China CEO Ai Weimin in an interview with Beijing Business Daily said that ZARA has the intention to march into the third and fourth tier cities. However, insiders believe that as an international brand, its expansion path may be difficult to accept consumer acceptance challenges. Ai Weimin told reporters that the development of China's third and fourth tier cities and consumers' pursuit of fashion are no different from other big cities. The issue of ZARA's expansion to these markets is under discussion. "If there is a good local site , And consumers are in demand, we will open our stores in third and fourth tier cities. " Ai Weimin said. It is understood that, as of now, ZARA already has more than 1750 stores, located in major cities in 86 markets worldwide business center. ZARA entered the Chinese market in 2007, and in recent years its number of stores has rapidly increased. Currently, it has more than 400 stores across the country, increasing by more than 120 in the past year alone. These newly expanded stores are all concentrated in the first and second tier city. At present, China's third and fourth tier cities are rapidly emerging, consumers are also rising fashion outlook, it is clear that ZARA smelled this opportunity. "In first-tier cities, due to differences in design and operation modes, some domestic brands are in a disadvantageous position in competition with international brands and in order to compete for the market, they marched into third and fourth tier cities many years ago. After years of development, In the local has formed a more mature scale, and now ZARA's expansion plan, or may to a certain extent, impact the domestic brands. "A garment industry sources said. However, he also pointed out that precisely because domestic brands have taken the lead in the third and fourth tier cities, ZARA would like to win the market solely on the basis of the pursuit of some young people. It is not easy. "Especially in terms of price, international big names do not dominate However, it is also remind domestic brands to accelerate their promotion. Interview with ZHOU Ai Weimin, CEO of ZARA Beijing Business Daily: Are there any plans to open new stores in Beijing before the end of this year? Ai Weimin: We are always looking for new opportunities, but we also have to look at the location and consumer demand . At present, we have 14 stores in Beijing. As for whether to increase new stores, we are still communicating with different owners. The specific conditions have not yet been confirmed. Of course, we hope more and more stores in Beijing. Beijing Business Daily: How to treat the development of ZARA in the Chinese market? Ai Weimin: I have come to China for eight years and saw the tremendous changes in the Chinese market. In the whole of last year, the whole group opened more than 120 stores in China. We are very much satisfied with this figure. We do not set a store in the first store development, but mainly to see if the timing is ripe. But it is undeniable that, from the current situation, China is definitely one of the most important markets for our company in the world. Beijing Business Daily: Is there any plan for the development in the third and fourth tier cities in China? Ai Weimin: Yes, the issue of developing into the third and fourth tier cities is also under discussion. For now, there are already over 50 cities in China with our stores. For third- and fourth-tier cities, their development and consumer pursuit of fashion are the same as in first-tier cities. If there is a good local site and consumers are in demand, we will open our stores in third and fourth tier cities. Beijing Daily: In order to adapt to the Chinese market, whether the design and other aspects of a specific plan? Ai Weimin: ZARA is a global fashion brand, we believe that fashion is no boundaries, China and any other market are the same, our Fashion design also incorporates a variety of elements, including the Oriental design, including Chinese elements. Moreover, when the Chinese New Year, we will have a limited number of products, mainly in red, add some embroidery and other elements in clothes to suit the atmosphere of local festivals.