Analysis Of UNIQLO'S Competitive Advantage

The competitive advantages of UNIQLO lie mainly in the following aspects:

One

This has something to do with the history of UNIQLO, and the fire has spread all over Japan, and so far every autumn and winter, a new style of fleece jacket has been introduced to make UNIQLO taste the sweetness of fabrics. Since then, UNIQLO has been constantly innovating in the use and development of fabrics. For example, a sheep ranch specially bred in Inner Mongolia to provide fabrics for UNIQLO, as well as a lightweight Heattech series thermal underwear, are all products of UNIQLO's constant pursuit of high-quality fabrics.

Two

The basic requirement for UNIQLO shop assistants is to say hello to all the customers who pass by you.

The requirement for greeting customers is not comparable to that of other brands.

Other services can be appreciated.

Three

As with Muji, shop details are extremely demanding. All clothes are stacked in a very particular way. For example, it is easy for customers to see the folding of the trouser legs.

One of the details mentioned by the author is the mirror.

In China, UNIQLO's mirrors are completely different from GAP, H&M and ZARA.

Some of them are for mirrors and the other for lighting.

Because the profile of the yellow race, especially the contour of the face is not deep, it is even more "flat" than that of the Europeans and Americans. In fact, the yellow race is not suitable for the direct effect of the light directly from the above, which will completely show the defect of the facial contour through the shadow. However, the deeper profile of the European and American people can show the three-dimensional skeleton outline.

Therefore, it is more suitable for yellow people to look at the light from the front or rear when looking at the mirror.

At the same time, the choice of lighting is also right, not yellow, not dazzling, soft light, can foil or even beautify the skin.

4. Technology: I have carefully observed the craft of UNIQLO's shirt, and the sewing pin trace of the chest pocket is completely the technological requirement of Western-style clothes. This detail is all required, and the other aspects are even more unquestionable.

5.UT: T-shirt is the simplest and direct way to convey culture and art. UT is a collaboration with artists. The art patterns are directly displayed on T-shirts, restoring the original role of T-shirts, and selling a cheap product with a touch of art.

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It can be said that ZARA is the definition of "fast fashion".

All the clothes in the 1.ZARA headquarters warehouse will not stay for more than 3 days. The store will order products to the headquarters 2 times a week to replenish products, and the inventory turnover rate is 3-4 times higher than that of other brands.

2., on average, only 15% of the clothes per quarter need to be discounted, while the other brands are 50%.

3. the average customer goes to ZARA17 times a year, and the other brands only have 4 times.

4.ZARA super large logistics warehouse (9 times Amazon), there will be countless trucks at the door of the truck 2 times a day to pport products to other parts of Europe or the airport.

5. as far as design is concerned, an average of 20 minutes is required to design a garment, and more than 25 thousand new designs can be designed each year, 4-6 times of H&M.

At the same time, the author also summarizes some drawbacks of the ZARA model:

1. controlling the whole process mode also increases operational risk.

2., it is impossible to integrate national advantages and maximize benefits.

3. direct camp mode, it is difficult to expand rapidly.

4. because of "fast", it brings plagiarism.

To sum up, ZARA is built on the "quick response" business model based on customer demand. At present, it is still in a stable development period, and there is no rival.