CEO Pan Ning: How To Open A Profitable Shop

Penning is about half of his time in recruiting and talent training, as well as Liu Chi Cheng, President of fast marketing group.

As the second CEO in the Greater China region of UNIQLO, Penning has been working hard for nearly ten years. UNIQLO finally ushered in a large number of fast opening stores in the mainland of China.

According to the plan of UNIQLO, by 2020, the company plans to open about 1000 shops in the mainland of China, currently only 200.

UNIQLO is entering the period of "great leap forward".

The following is Pan Ning's interview.

Whether in the second tier cities or in the three or four tier cities, the locations are strictly chosen.

Second tier cities must have the potential to develop into shops in the first tier cities.

Why? First, because consumer purchasing power is here; second is the desire to accept external brands or information is high, and these cities are not only their own market, but also the influence of the surrounding market.

Like UNIQLO, there are 44 stores in Shanghai, which not only serve the consumers of Shanghai, but also play a certain role in the surrounding Zhejiang, Jiangsu and even the whole country.

The same is true for the expansion of the three or four tier cities. We must assess the current consumption potential and development potential of these cities.

Every newly opened shop will report to us.

President Liu will also look at every newly opened store.

It looks like the decision chain is very long, but our decision is very fast. We will not wrangle. Our company's name fast retailing (fast sales) shows that speed is the foundation of sales.

We will be very fast, because

Is a very strict company, not only rely on people to manage, but also rely on excellent management system and management mode.

At the same time, we will be exposed to businesses in the first tier, second tier, three tier and four tier cities.

In the early stage of contact, we already have the future development plan. But when and when to open a store, we should find the best and best combination point according to the development of these target cities and the way our brands have gone through.

If this combination point has arrived, we will immediately take the horse and go through it at once.

Our sales rhythm is weekly, not only for goods and commodities, but also for opening stores.

Every week we have shops reported, weekly shops are approved, new stores are shot every week.

We do this all over the world.

The high rent is a very obvious feature of China's retail industry, not only in such cities as Shenzhen, Guangzhou, Shanghai and Beijing.

But UNIQLO is a brand with strong sales ability and strong ability to assemble. When we cooperate with Chinese owners, the owners will not only see how much rent we can pay, but also expect our total sales to bring more consumption stream to him.

Therefore, although the choice is limited, the new owners will feel secure because they understand the stability of UNIQLO's sales.

Another point is that we are actually a very conscientious, step by step, no exaggerated enterprise.

I analyze the data in my office every day and meet with our staff to solve the problem of sales and shop expansion.

So we have a very quick response in sales because we spend the most time.