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Zalando desafía a Privalia en su ‘reino’: lanza su outlet online en España

Publicado en Noticias.

Zalando planta cara a Privalia en casa. El grupo alemán de ecommerce, uno de los mayores pure players de moda de Europa, acaba de lanzar en España Zalando Privé, su plataforma de venta online de stocks. Como Vente Privee, impulsor de este modelo en Europa, Showroomprive o Privalia, la nueva web ofrecerá descuentos durante pocos días de marcas como Adidas y Pepe Jeans, según han explicado desde el grupo alemán a Modaes.es.

 

Esta línea de negocio de Zalando echó a andar en 2010 bajo el nombre de Zalando Lounge. Fue el año de la explosión del modelo en España, con la llegada de nuevos operadores como Showroomprive (Vente Privee operaba ya desde 2007) y la venta de BuyVIP a Amazon.

 

Después de un año operando en Alemania y Austria, el outlet online de Zalando llegó a Francia, la cuna de este modelo en Europa, con el nombre de Zalando Privé. Hoy, la plataforma está presente en Holanda, Bélgica, Finlandia, Dinamarca, Suecia, Suiza, Reino Unido, Italia y Polonia.

 

 

Zalando Privé echó a andar en 2010 y hoy tiene presencia en trece países

 

 

¿Por qué España? Martin Rost, responsable de Zalando Lounge y Zalando Privé, explica que la “gran sensibilidad” de los españoles por la moda y la penetración en el país del móvil, uno de los canales en los que más se está volcando la plataforma, son dos de los motivos por los que el grupo ha decidido introducir ahora este modelo en el país.

 

En total, Zalando Privé y Zalando Lounge cuentan con más de quince millones de usuarios registrados, si bien suscribirse no es obligatorio. La plataforma, que opera tanto con la web como con una aplicación móvil, distribuye 2.500 marcas con descuentos de hasta el 75%, y en su oferta se incluyen firmas como Adidas, Pepe Jeans o Desigual. La empresa se nutre tanto del stock de Zalando como de las propias marcas, y trabaja en depósito y con compra en firme, dependiendo de la campaña. 

 

Las ventas y promociones duran entre tres y cinco días, y la entrega se demora entre una y dos semanas, con un coste de 3,9 euros. Las devoluciones, por su parte, tienen un plazo de catorce días.

 

 

La empresa irrumpe en este segmento en España en un momento en que el modelo está en transformación

 

 

“Es el precio por tener mayores descuentos a los que encuentras, de media, en la calle”, apunta Rost. En relación “Son proposiciones de negocio diferentes; nosotros ofrecemos un mayor descuento, pero a un coste”, apunta el ejecutivo.

 

Los pedidos se sirven desde distintas plataformas. Zalando Privé cuenta con su propio almacén a las afueras de Berlín, pero se apoya también en la estructura logística de la matriz, que tiene plataformas repartidas por todo el continente. La más cercana a España es la ubicada en Stradella (Italia). 

 

Zalando Privé entra en España en un momento en que el modelo de los outlets online está bajo el foco, precisamente por algunas de estas diferencias con los pure players full price (Zalando, por ejemplo, se hizo popular por su política de devoluciones en cien días).

 

 

Definitivamente el modelo no está muerto; quizás el modelo de los clubs de compra es más desafiante, asegura Martin Rost.

 

Muchos operadores han reorientado su modelo, transformándose o lanzando su propio marketplace. “Definitivamente el modelo no está muerto; quizás el modelo de los clubs de compra es más desafiante para las compañías que operan solas, pero nosotros podemos apalancarnos en los recursos de Zalando y eso nos da una gran ventaja”.

 

En España, el sector se ha concentrado, con la desaparición de plataformas como BuyVIP y las compras por parte de grandes grupos, como Ofertix, que se hizo con tres de sus competidores: LetsBonus, Groupalia y Offerum.

 

Aunque la gran operación corporativa del sector fue la del grupo galo Vente Privee, que se hizo en 2016 con la española Privalia por 444,1 millones de euros, el equivalente a 24 veces su resultado bruto de explotación (ebitda). Hoy, el grupo Vente Privee-Privalia reina en el sector de las denominadas ventas flash en el mercado español, seguida de cerca por la también francesa Showroomprive.

 

Rost apunta que la competencia no le da miedo, porque Zalando Privé se consideran especialistas en moda. “No tenemos miedo a otros operadores -selaña el ejecutivo-; operamos de maneras diferentes: nosotros estamos comprometidos y muy centrados en el negocio de la moda: el tallaje, la experiencia de entrega… Todo está pensado para la moda.”.

 

 

España, en el punto de mira de Zalando

Zalando tiene una relación muy estrecha con el mercado español. La empresa, que cuenta con varios ejecutivos españoles en su equipo, opera con una oficina en Elche (Alicante) destinada al aprovisionamiento de sus marcas propias, agrupadas en la división zLabels.

 

La plataforma de ecommerce del grupo aterrizó en el país en 2012, pilotada por un equipo de españoles, y se ha convertido en el segundo ecommerce que más factura en el país, según el estudio 300 Ecommerce en España, elaborado por la feria sectorial Eshow.

 

 

Zalando Privé opera tanto con el stock de la plataforma ‘full price’ como con el de las marcas 

 

 

El informe, que señala a El Corte Inglés como el primer comercio online por facturación, apunta que las ventas de Zalando en el mercado español ascendieron a 202,01 millones de euros.

 

Zalando cerró los nueve primeros meses del ejercicio con una facturación de 3.726 millonesde euros, un 18% más que en el mismo periodo de 2017. El beneficio bruto del grupo ascendió a 1.556,1 millones de euros, un 14,5% más.

Zalando planta cara a Privalia en casa. El grupo alemán de ecommerce, uno de los mayores pure players de moda de Europa, acaba de lanzar en España Zalando Privé, su plataforma de venta online de stocks. Como Vente Privee, impulsor de este modelo en Europa, Showroomprive o Privalia, la nueva web ofrecerá descuentos durante pocas horas de marcas como Adidas y Pepe Jeans, según han explicado desde el grupo alemán a Modaes.es.

 

Esta línea de negocio de Zalando echó a andar en 2010 bajo el nombre de Zalando Lounge. Fue el año de la explosión del modelo en España, con la llegada de nuevos operadores como Showroomprive (Vente Privee operaba ya desde 2007) y de la venta de BuyVIP a Amazon.

 

Después de un año operando en Alemania y Austria, el outlet online de Zalando llegó a Francia, la cuna de este modelo en Europa, con el nombre de Zalando Privé. Hoy, la plataforma está presente en Holanda, Bélgica, Finlandia, Dinamarca, Suecia, Suiza, Reino Unido, Italia y Polonia.

 

 

Zalando Privé echó a andar en 2010 y hoy tiene presencia en trece países

 

¿Por qué España? Martin Rost, responsable de Zalando Lounge y Zalando Privé, explica que la “gran sensibilidad” de los españoles por la moda y la penetración en el país del móvil, uno de los canales en los que más se está volcando la plataforma, son dos de los motivos por los que el grupo ha decidido introducir ahora este modelo en el país.

En total, Zalando Privé y Zalando Lounge cuentan con más de quince millones de usuarios registrados, si bien suscribirse no es obligatorio. La plataforma, que opera tanto con la web como con una aplicación móvil, distribuye 2.500 marcas con descuentos de hasta el 75%, y en su oferta se incluyen firmas como Adidas, Pepe Jeans o Desigual. La empresa se nutre tanto del stock de Zalando como de las propias marcas, y trabaja en depósito y con compra en firme, dependiendo de la campaña. 

Las ventas y promociones duran entre tres y cinco días, y la entrega se demora entre una y dos semanas, con un coste de 3,9 euros. Las devoluciones, por su parte, tienen un plazo de catorce días.

 

La empresa irrumpe en este segmento en España en un momento en que el modelo está en transformación

 

 

“Es el precio que tienes que pagar por tener mayores descuentos a los que encuentras, de media, en la calle”, apunta Rost. “Es una propuesta de valor diferente a la de la Fashion Store de Zalando: ahí sabes que tienes las últimas tendencias con un elevado grado de conveniencia; en Zalando Privé encuentras un good deal, aunque tengas que esperar, y hay demanda de este modelo de negocio”, apunta el ejecutivo.

Los pedidos se sirven desde distintas plataformas. Zalando Privé cuenta con su propio almacén a las afueras de Berlín, pero se apoya también en la estructura logística de la matriz, que tiene plataformas repartidas por todo el continente. La más cercana a España es la ubicada en Stradella (Italia). ·

Zalando Privé entra en España en un momento en que el modelo de los outlets online está bajo el foco, precisamente por algunas de estas diferencias con los pure players full price (Zalando, por ejemplo, se hizo popular por su política de devoluciones en cien días).

 

FOTO

 

Muchos operadores han reorientado su modelo, transformándose o lanzando su propio marketplace. En España, el sector se ha concentrado, con la desaparición de plataformas como BuyVIP y las compras por parte de grandes grupos, como Ofertix, que se hizo con tres de sus competidores: LetsBonus, Groupalia y Offerum.

 

Aunque la gran operación corporativa del sector fue la del grupo galo Vente Privee, que se hizo en 2016 con la española Privalia por 444,1 millones de euros, el equivalente a 24 veces su resultado bruto de explotación (ebitda). Hoy, el grupo Vente Privee-Privalia reina en el sector de las denominadas ventas flash en el mercado español, seguida de cerca por la también francesa Showroomprive.

 

Rost apunta que la competencia no le da miedo, porque Zalando Privé se consideran especialistas en moda. “La mayoría de operadores venden electrónica, viajes… Nosotros estamos muy enfocados a la moda, que es un sector con sus propias particularidades en el tallaje o la experiencia de entrega, por ejemplo”.

 

España, en el punto de mira de Zalando

Zalando tiene una relación muy estrecha con el mercado español. La empresa, que cuenta con varios ejecutivos españoles en su equipo, opera con una oficina en Elche (Alicante) destinada al aprovisionamiento de sus marcas propias, agrupadas en la división zLabels.

 

La plataforma de ecommerce del grupo aterrizó en el país en 2012, pilotada por un equipo de españoles, y se ha convertido en el segundo ecommerce que más factura en el país, según el estudio 300 Ecommerce en España, elaborado por la feria sectorial Eshow.

 

 

Zalando Privé opera tanto con el stock de la plataforma ‘full price’ como con el de las marcas 

 

 

El informe, que señala a El Corte Inglés como el primer comercio online por facturación, apunta que las ventas de Zalando en el mercado español ascendieron a 202,01 millones de euros.

 

Zalando cerró los nueve primeros meses del ejercicio con una facturación de 3.726 millonesde euros, un 18% más que en el mismo periodo de 2017. El beneficio bruto del grupo ascendió a 1.556,1 millones de euros, un 14,5% más.

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