UNIQLO Double 11 Sales Breakthrough 600 Million Lines Shop Expansion Will Continue

2015 "

Almost every clothing company is refreshing its sales in 2014.

Among them,

For the most.

Although UNIQLO does not have publicly available sales data, it is understood that in November 12th, its sales of "double eleven" in 2015 exceeded 6 hundred million, and won the first place in clothing sales.

At the same time, according to the subdivision category, UNIQLO is also the champion of Tmall men's and women's wear brand flagship store.

Tmall costumes told reporters, UNIQLO in the "double eleven" at the beginning of 4 minutes to break 100 million, Tmall clothing became the first single shop breaking five hundred million of the business.

"This double eleven activity almost all main products were soon sold out."

The head of marketing department of UNIQLO China revealed in an interview with reporters that the most popular one was light.

Series, HEATTECH series, flannel

Series, fleece series and so on.

Compared with 2014, the company increased its sales promotion in 2015.

"Discount rate" is referred to the "double eleven" activity. The discount rate is much higher than that of UNIQLO's daily promotion. Consumers can receive coupons from stores and Tmall's "double eleven" shopping coupons in Tmall's official flagship store.

Reporters noted that although UNIQLO is usually sold in line with a unified price online, but the "double eleven" activities are limited to its official flagship store Tmall, offline entities do not participate in online "double eleven" activities, nor support the activities of goods collection, return, replacement services.

"UNIQLO does not think that the" double eleven "online activities will have a big impact on offline sales.

The above people confidently expressed.

Some people in the clothing industry interviewed by reporters said that the first place in the flagship store sales of all categories of men's and women's clothing brands was not unexpected.

Analysts pointed out that, compared with some previous businesses will "double eleven" as an opportunity to clean up inventory, UNIQLO has an advantage in sales products, such as "double eleven" sales of 90% are new products in autumn and winter.

"Compared to the fast fashion brands such as Zara and H&M, UNIQLO sales are all basic.

"CEO Cui Hongbo, a brand management consultant in Shanghai, thinks that the style of the former is mainly female consumers, and can only be bought for themselves. The products of the latter are down garments, fleece and so on. You can buy them for yourself, give them to the other half, or give them to the whole family," this is the power of the basic funds ".

There is also a view that the sales performance of UNIQLO e-commerce in the "double eleven" is closely related to the regional layout of the physical store.

Since its entry into China in 2002, UNIQLO has now covered more than 90 cities in China and has more than 400 shops.

In general, for brands, opening a shop is actually the best promotion and advertising.

To understand, the company's e-commerce team through the 2014 "double eleven" data analysis and research, from the early 2015 to start the "double eleven" project preparation.

According to the big data of consumers placing goods in shopping carts in the "double eleven" activities in 2014, the team will make relevant preparations for inventory to ensure that there is more sufficient activity commodity volume for consumers to snap up in activities.

Although the electricity supplier has achieved great success, UNIQLO does not plan to take up the pace of expansion.

"The future will continue to strengthen the development of e-commerce, but the development of electricity providers will not affect the offline shop plan."

The person in charge said.