今年以来，ZARA打造了多个快闪店，凭借各种场景设计，为消费者提供超越购物的沉浸式玩乐与 探索体验，在社交媒体引发热议。在直播领域，"ZARA秀场式"直播关键场次观看量突破数百万，还实 现了设计师联名系列通过直播完成首发亮相。"这些在中国市场验证成功的直播模式，已成为英国、美 国等海外市场的运营灵感，实现了中国经验的全球输出。"Inditex爱特思集团大中华区总裁白晨铭对记 者表示。 中国市场的重要战略地位，也深植于外企的发展布局中。ZARA已明确一系列在华拓展举措，如 2026年将迎来上海淮海路旗舰店开业，新疆乌鲁木齐等部分门店将启动翻新改造，还将在国内主要城市 积极推进新址选址。在线下渠道持续升级的同时，品牌也在不断加码数字化布局，通过直播、社交媒体 平台等多元渠道，深化与中国消费者的互动连接。"我们将通过拓展优质时尚产品、提供周到服务及营 造沉浸式购物体验，持续响应中国顾客的期待与喜好。"白晨铭说。 从十年老店的焕新升级，到全渠道布局的持续完善，再到创新营销模式的深入探索，ZARA在华的 一系列动作，是众多外资企业深耕中国市场的缩影。 当前，中国消费市场持续释放蓬勃活力，超大规模市场优势与不断升级的消费 ...

Group 1 - The retail market competition is becoming more diversified, focusing on price and product offerings [1][3] - IKEA China plans to invest 160 million yuan in the 2026 fiscal year to promote over 150 lower-priced products, with 70% of the investment targeting best-selling items [1] - In the new fiscal year, IKEA China will launch over 1,600 new furniture and home products across 23 new series [1] Group 2 - The retail landscape is witnessing a shift towards higher cost-performance and more affordable products, as seen in the strategies of various retailers [3] - Five out of nine retail segments reported a contraction in store size, indicating a need for differentiation and price adjustments in physical retail [3] - The rise of digital and smart infrastructure is leading consumers to prefer fragmented and instant shopping experiences, pushing for seamless and complementary omnichannel shopping [3]