Marketing Of Sports In UNIQLO: Improving The Layout And Sports Market

Management

Japanese companies

In the constant exploration of founder Ryui Masa, he abandoned the traditional shop type sales and used the supermarket self-help way to conduct the clothing retail business.

The pursuit of quality and technology is the concept of UNIQLO, which has been widely welcomed for its cheap and comfortable clothing.

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The Limited is also known as the five largest casual wear brand in the world.

It is hard not to associate UNIQLO and sports brand with its simple fashion design. In fact, the ambitious UNIQLO has already laid the sports market. Maybe they are waiting for their chips to stimulate the sports genes in their brands.

Starting from the cooperation with legendary tennis player Kunimie Shingo in 2009, UNIQLO's strategy in sports marketing became clearer.

In fact, this is not the sprout of their sports genes. As early as 1998, Nagano Winter Olympic Games began to sponsor sports in UNIQLO. After the Salt Lake City Olympic Winter Games in 2002 and the 2004 Athens Olympic Games, UNIQLO provided the Japanese delegation with ceremonies for the opening ceremonies and sports events.

In addition, UNIQLO also had sponsorship history in football projects. They provided sports equipment for the grass and hot springs team in the Japanese Professional Soccer League B from 2003 to 2005.

Signing a local tennis star, Jin Wei kyu and Adam Scott, a golf black horse, shows that UNIQLO is making efforts in the direction of sports brand.

UNIQLO, which has been playing a safe and steady way, finally ushered in its own banner in the field of sports brand -- the world's top tennis superstar Novak Dyokovic.

Although their contract with Djokovic began in 2012, a five year contract has great room for improvement for both sides.

In the semi-finals of the 2014 us open, Xiao De joined the same company as the spokesperson for UNIQLO. The brand "civil war" impressed many people.

In the four Grand Slam events this year, Xiao De is unstoppable. He has taken the three Grand Slam of Australian Open, Wimbledon and the US open at one fell swoop and has successfully increased his grand slam total to ten. This has laid a solid foundation for UNIQLO to enter the sports market.

It can be said that the combination of Djokovic's business value and his brand will be a major challenge for UNIQLO in the future.

UNIQLO has been looking for its own value in Europe and America in recent years, hoping to shake hands with competitors such as Zara and H&M.

But looking ahead, Asia is their main battleground. In the more than 10 years of entering the Chinese market, UNIQLO's performance in China has shown a two digit growth trend.

According to the results of the first three quarters of the first quarter of 2015, announced by the fast selling group of UNIQLO, the total revenue amounted to 13481 billion yen (71 billion 749 million yuan), an increase of 23.9% over the same period last year. UNIQLO's performance in overseas markets, especially in the Asian market, was even better. Its total revenue amounted to 481 billion 800 million yen (25 billion 535 million yuan), up 47%, and operating profit increased by 55% compared to the same period last year. 51 billion 900 million yen (2 billion 751 million yuan) also refreshed the profit record of overseas markets.

The rapid growth in Asia is not a small contrast with the losses in Europe and the United States. If we want to find a breakthrough, it will be a good choice to accelerate the layout of sports.

With the good performance of his spokesman Djokovic in the Grand Slam arena, UNIQLO signed another project spokesperson also had a very convincing bargaining chip.