All Guests Challenge The Key To UNIQLO: Can The Pure Electronic Business Mode Of Van Customers Continue?

The challenge to UNIQLO is a long way to go. UNIQLO boss Ryui Masa regards China as the biggest market in the future. He thinks that he can open 1000 UNIQLO stores in China. In 2012, he opened 60 new businesses and only 800 small ones.

Whether the pure electronic business model of anyone can reach three or four line cities or even villages is the key to continuous suspense.

Van customer advertising

After the flannel war, everyone seemed to be

Dry up.

Recently, down jacket began to go on sale, and the original price of UNIQLO's frivolous price was 499, and time limit promotion was 399.

It is said that the original price of light down clothing produced in the same factory is 349, and the special price is 199.

This price should be almost lower than the factory cost price. After some netizens bought it, they said sorry to everyone, so that their losses could be further increased.

In fact, everyone will take UNIQLO as a benchmarking or competitor for two years. UNIQLO summer short sleeves push UT, everyone has VT, autumn cowboy pushes UJ, and everyone has VJ.

It's not a big deal to have a name model. Metersbonwe also has MTEE, and in the Transformers three, the hero wears one.

Finally, the brand pays the customers.

But selling clothes is also a business model.

UNIQLO takes the so-called SPA, that is, Specialty store retailer of Private label Apparel, meaning it is owned by itself.

Monopoly retailers.

A big foothold of this mode is to open a physical store, and to open a large store in a good location.

SPA's top three Zara, H&M and Gap all adopt this mode, either to grab a good place in the new market, or to take over when the lease expires.

In 2009, UNIQLO further adjusted its strategy to open the store into the traditional department store, and opened a large store of UNIQLO in the Pacific department store in Huaihailu Road, Shanghai.

PPG started as a target five years ago. However, PPG, who had been unreliable, became a leader in a long time.

In other industries, companies can say that they have been imitated and never surpassed.

In the clothing industry, this sentence does not apply, because here

Too big and completely competitive.

It is reasonable to regard UNIQLO as a benchmark according to the location of customers and the volume of development.

UNIQLO, however, has been established for decades.

UNIQLO accounts for 5.5% of the total retail sales of apparel in Japan. Although overseas is expanding rapidly, local businesses still account for 80% of brand sales.

At present, the sales of uniqo outside Japan are about RMB 11 billion 700 million yuan, of which half of them are in China, and there are 164 in September 12 years.

So assuming that, China's sales account for half of it is 5-60 billion yuan.

The sales volume of last year's sales is 6 billion yuan, which is very close.

This may be the reason why all customers are challenging UNIQLO this year. So will customers be able to shake up UNIQLO?

From the product category, the slogan of UNIQLO is made for all, which provides clothing for everyone.

All customers now have almost all kinds of products.

Children, bags and cosmetics.

On a single item, hot products such as canvas shoes, Martin boots and so on will also be launched in time, and the reaction to the market can be described as fast.

According to the volume of customer purchases, it is enough for upstream manufacturers to develop more functional products, such as UNIQLO and Dongli fiber launched underwear products. The truly unique product is irresistible to consumers.

In terms of promotion, UNIQLO focuses on shop POP. In the past two years, stars such as Gao Yuanyuan have been launched in China, and TVC advertising has been broadcast on TV. This is very rare in the clothing brand, and it can continue to do well.

Fan invited Han Han, Li Yuchun, Wang Luodan and other endorsements, personality, topic of strong, to increase awareness of the brand is beneficial, whether to increase brand correlation and reputation consumers have their own judgement.

On sale, UNIQLO adopted a time limit strategy, and all kinds of single products took turns in time limited promotion, and then returned to the original price in a few days.

After waiting for some time, consumers know that they should sell when they sell, otherwise they will be hard to buy at the end of the season.

Customers are always taking the low price route that the Internet has to take. However, sometimes the bottom cards are later, consumers are afraid of buying and then reducing prices.

SPA must be able to control everything in price.

Every guest challenges UNIQLO for a long way to go. Ryui Masa, the boss of UNIQLO, regards China as the biggest market in the future. He thinks that he can open 1000 UNIQLO stores in China. In 2012, he opened 60 new businesses and only 800 small ones.

Whether the pure electronic business model of anyone can reach three or four line cities or even villages is the key to continuous suspense.