是什么让全球的时尚潮人对H&M、ZARA趋之若鹜,又是什么让优衣库品牌的所有者柳井正荣登日本首富宝座?这些成功品牌的共同点是采用了SPA营销模式(SPA是Speciality Retailer of Private LabelApparel的缩写,直译为“自有品牌服装专业零售商”)。未来的核心竞争力不仅依赖于个别因素,更是综合实力的竞争、赢利模式的竞争,SPA这一模式很可能成为中国服装企业改变未来国际竞争格局的有力武器。本期让我们一同解密SPA模式并关注其对中国服装产业的启示。 What makes the global fashionistas flock to H&M and ZARA, and what makes the owner of Uniqlo’s brand become the richest man in Japan? What these successful brands have in common is the SPA marketing model (SPA is Speciality Retailer of Private. The abbreviation of LabelApparel, literally translated as “Private brand clothing specialty retailer ”). The core competitiveness of the future depends not only on individual factors, but also on the competition of comprehensive strength and competition in the profit model. The SPA model is likely to become a powerful weapon for Chinese garment companies to change their future international competition. In this issue, let us jointly decipher the SPA model and pay attention to its implications for the Chinese clothing industry.