Uniqlo Launches Speed Up Localization Of The Shu Bi Ma Cotton Series

< p > Uniqlo UNIQLO introduced the Supima cotton Shu Bi Ma cotton series made by local cotton planting in the United States, which mainly uses Supima cotton Shu Bi Ma cotton planted in California, and the price of raw materials is 1.90 US dollars per pound, which is two times that of ordinary cotton.

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< p > Uniqlo UNIQLO parent company Fast Retailing Company Ltd. (9983.T) a href= "http://www.91se91.com/news/index_c.asp" fast marketing group, "/a", vice president of products, vice president of the product, said in an interview, 10% of the products will be localized, covering multiple factors such as raw materials, design and price, and the "Kam Shu Bi" Ma cotton series is one of them.

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< p > > "Made for All" has always been the slogan of Uniqlo < a href= > http://www.91se91.com/news/index_c.asp > UNIQLO /a >, which has continued the global uniform product and marketing strategy of fast fashion brands such as Zara, H&M and so on, and the interpretation of her well is clearly against the slogan of "brand".

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< p > in addition to the introduction of higher quality products in the US market, taking into account the many small cities with low consumption power in Asia, Yoshihiro Kunii Ikei Hiroshi said that it would provide cheaper clothing at the expense of some quality in the future.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > Yoshihiro Kunii < /a > Jing GUI Hao takes Thailand city Chiang Mai as an example. It is said that the income of Chiang Mai consumers is lower than that of the capital Bangkok, and consumers spend different expenses on clothing, so that consumers everywhere can afford to be the primary task of Uniqlo UNIQLO. It is very important to appropriately reduce quality and keep prices reasonable.

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< p > as early as the end of 2012, when the online website of Uniqlo UNIQLO was launched, Uniqlo UNIQLO provided more sizes and color choices for American consumers, including 50 kinds of woolen jackets, 115 sizes for men's easy care shirts, and 6 for solid stores.

Yoshihiro Kunii well, guihao, said that because the United States is a multi racial country, it is necessary to make some changes in size to adapt to the American market.

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"P > Uniqlo UNIQLO currently has nearly 20 stores in the US market, and the US market is an important market for Uniqlo UNIQLO since 2012.

Uniqlo UNIQLO said earlier that its goal in the US market was to sell $10 billion in 2020 and 200 stores.

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< p > for the strategic goal of the American market, Uniqlo UNIQLO's strategic change can accelerate the target's realization, at least from the current strategy and development, and the achievements of the past year, Uniqlo UNIQLO is in the leading position in the four fast fashion group.

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< p > UNIQLO basically has no sense of fashion design, and its own design team can not meet the requirements. So the fashion part usually adopts cooperative development mode, and still focuses on fabric development and functional mining.

So UNIQLO does not depend on design or fashion, and how the core competencies sell these basic funds on the basis of gross margin.

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< p > although UNIQLO's planning ability is not outstanding, it is a stable machine, so it can ensure the accuracy of 80%.

No matter what wrong decision it takes, goods can be sold out. This ability is the most horrible.

Every week, UNIQLO will discuss how many shelves each department has to store, decide when to sell it in advance, and then discuss it weekly. According to last week's sales estimate, there are still a few weeks to sell.

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< p > weekly adjustment of promotion plan, weekly plan, monthly plan, quarterly plan, and then the week is reflected in the layout of the store, the embodiment of executive power.

The core competitiveness of UNIQLO is the year-end run in a very healthy way, with the terminal capability of merchandising as the core.

This is also something that can not be duplicated by funds.

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