大数据时代下快时尚品牌Z公司的竞争优势与挑战

The Competitive Advantages and Challenges of Z Company of Fast Fashion Industry in the Era of Big Data

摘要: Z公司的成功之处在于其采取“快速、少量、多款、平价”的产品开发管理模式，真正满足了顾客需求，并开创了“快速时尚”的消费理念和品牌理念。面对快时尚行业产品同质化严重、竞争者激增、成本压力加大等突出问题，Z公司在行业中始终保持着竞争优势。本文通过对Z公司的竞争优势进行分析，同时总结出大数据时代下Z公司面临的挑战，提出Z公司应对挑战的对策建议。

Abstract: The success of Z Company of fast fashion industry lies in its product development and management mode of “fast, few, many and affordable”, which truly meets the needs of customers and creates the consumption concept and brand concept of “fast fashion”. In the face of serious product homogeneity, surging competitors, increasing cost pressure and other prominent problems in the fast fashion industry, Z Company has always maintained its competitive edge in the industry. This paper analyzes the competitive advantages of Z Company, summarizes the challenges Z Company faces in the era of big data, and puts forward countermeasures and suggestions for Z Company to cope with the challenges.