UNIQLO: The "Flexible Supply Chain" Of Clothing Has Become The Key To Breaking The Garment Industry.

"Fast

"Originated in the middle of the last century in Europe, this is right.

Show ground

Quick feedback and imitation.

With the increasing popularity of fashion design and terminal sales, "fast fashion" has been pformed into fashion fashion enterprises' quick response to fashion design in the end of the century to the beginning of this century, and made into products that are closely related to the latest fashion trend.

Then, unqc is far fetched to define "fast fashion" to the concept of "poor quality", what is it intended to be? The general feeling reveals the taste of a strong conspiracy.

Speak with data and facts.

Let's take a look at UNIQLO's 15 and 16 year financial statements:

The 9~11 month consolidated earnings report (Fast) released by UNIQLO Fast Retailing in 2015 showed that net profit was only 48 billion yen, down 30% compared with the same period last year, and the profit fell after 5 years in the 9~11 quarter.

Sales amounted to 520 billion 300 million yen, an increase of 8% over the same period last year.

In the first half of 2016, the fast released global sales rose to 1 trillion 11 billion 600 million yen (about 60 billion 870 million yuan), but operating profit dropped 33.8% to 99 billion 300 million yen (about 5 billion 980 million yuan). In the performance report, Ryui Masa said: "the performance of this phase is not qualified, only 30 points.

The data for two years are worth pondering, sales growth and net profit decline.

Strategically, it is expanding, and the number of outlets is increasing, but the overall profit is declining.

In the meantime, similar brand H&M and GAP net profit data also drop one after another, the domestic fast fashion brand Baleno was directly on Tencent financial headlines a few days ago, "the extremely rare domestic clothing giant falls 2.5 billion yuan to be sold".

It seems that "fast fashion" is really out of the question. Pessimism and self-help are flooding the whole clothing retail market. Coincidence and borrowing lead to the fact that the whole clothing retail market seems to be brewing something unknown.

Objective but narrow, one-sided, irrational claims.

"I want to sell good clothes to everyone, not some people."

In fact, Ryui Masauri's feelings are of no use. It seems that the clothes I sell are of the best quality.

Although some consumers are not satisfied with the quality of UNIQLO, they feel that UNIQLO is the worst among some fast fashion brands. Ah, I feel sorry for UNIQLO, but I am very sorry to say that quality is more important to consumers.

In fact, consumers do not eat this set at all. They first look at the patterns, then look at the quality, let them buy them, and let them buy them again.

There are no new customers in UNIQLO. How can we talk about our old customers?

The decline in net profit of UNIQLO, H&M and GAP is an objective fact, but the prospect of "fast fashion" is too one-sided.

The sale of UNIQLO is not good. Is it not because the winter is too warm?

"Fast fashion" advocates fast response and fast feedback to the fashion trend of the market. It does not involve the word "quality problem". It is fast fashion, fast fashion and high quality.

The PR strategy adopted in the process of brand remodeling may be inappropriate.

Compared with the fast fashion brands in Europe, UNIQLO in Japan obviously needs to know more about China and even the Asian market, so we can see that UNIQLO has to shake off other fast fashion brands.

When UNIQLO encouraged public opinion to talk about "fast fashion no longer" and when all the retailers were involved in the hype, H&M and GAP did not express their views. PR was too slow.

ZARA is hardly a clothing retailer, because its advertising cost is 1/10 of UNIQLO's turnover, but it gives the conspirators a slap in the face with facts.

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In the 2015 fiscal year, Inditex group's net sales reached 20 billion 900 million euros, up 15.4% over the same period last year; net profit was 2 billion 880 million euros, up 15% over the same period last year; EBITDA (profit before tax and depreciation before amortization) was 4 billion 770 million euros, up 15% over the same period last year; the founder of ZARA Amancio Ortega in the 15 year total net wealth amounted to 79 billion 800 million dollars, surpassing Gates, becoming the world's richest man (though he was "dismounted" in just one day.

I personally do not recognize the brand pformation strategy of UNIQLO, which is in pition, especially the declining trend.

In my opinion, this is a narrow mind that can not be destroyed if it is not available.

First, through public opinion, consumers are convinced that "fast fashion" has drawbacks, and will eventually be eliminated to achieve the purpose of attacking competing products. Secondly, we should establish new consumption concepts and seek breakthroughs.

Kill two birds with one stone.

But this pformation is too risky. The market has already set UNIQLO as "fast fashion" (casual search for "fast fashion brand"). When it comes to UNIQLO, it talks about ZARA, H&M and GAP. Even UNIQLO itself calls ZARA a "catch-up". Now, I dare not think about the strategic adjustment of brand level, and share a case.

In the past 08 years, Lining's achievements in the Olympic Games have been rising steadily. Consumers have closely linked Lining's brand with the image of "winning the sport for the country". But for the new generation of young people, the attraction of Lining is losing gradually, which makes Lining's clothes feel the crisis.

In 2010, Li Ning Co put forward the brand remolding, the target slogan became "Make The Change", and launched the new logo, but after that, it suffered a series of heavy losses. The company slash the layoffs and pform the high level. In the 12 years, the net profit of the half year was reduced by 85%.

The reason is that "post-90s Lining" made the 90 year old consumers born before Lining hurt. This made him lose a lot of loyal customers. After being questioned, CEO Zhang Zhiyong came to clarify that "the concept of 90's is creative rather than brand positioning". This makes the 90's feel that Li Ning Ning's clothing has no real intention to do anything for them, so the new generation of consumers has not arrived.

In addition, Lining costumes sometimes compete with Nike ADI for high-end market, sometimes fighting with Anta and 361 degrees in the middle end market, and lack of clear positioning, which makes consumers do not know how to choose.

In addition, Lining's clothing in the internationalization strategy is improper, so the consumers who are hard to accumulate are lost.

Compared to the original Lining, it looks like the current UNIQLO!

The "flexible supply chain" of clothing has become the key to breaking the garment industry.

In the recent "fast fashion is about to go out" of the wind, UNIQLO is undoubtedly the biggest push, and we also see some "net red economy" shadow.

The red shop and the small sellers of China have grasped this opportunity to publicize the public numbers or other platforms that they have grasped. The difference is that UNIQLO advocates "quality", and these red shops are pushing "fashion", "individualism" and "individuality". After all, "net red economy" is a hot topic.

Ah, this is the narrow business thinking, killing others themselves can be successful? The recent "Jingdong financial black public relations incident" is the main idea of this idea? They are routines, are conspiracies.

Far away, said so much, chicken soup is also greasy, clothing industry break barrier still did not say so.

In my opinion, how to pick up these young people's desire to buy is actually three points: speed, fashion and quality.

Including what net red people, selling face can only sell for a while, if endorsement products have these three attributes, can guarantee you can sell for a lifetime.

The key to the success of ZARA mode lies in its fast imitation ability, powerful imitation team and fast production mode, which eliminates bottlenecks in the supply chain of the entire textile and garment industry.

Most of the garment retailers can not imitate the fast reaction and fast feedback speed of their market, because the traditional clothing supply chain can not meet this demand at all, and it often takes 6-9 months to design and produce new products.

For this fast response emerging supply chain, ZARA did not give it a definition of Baidu encyclopedia, while Han Du Yi house shouted at the same time imitating ZARA mode: This is the "flexible supply chain" of clothing.

In the flexible supply chain of clothing, the quantity of orders can be large and small, and the production reaction time is fast. Through the pformation of the traditional manufacturing industry, we can solve the problem of "fast" and "heavy quality". As for the "fashion", that is the problem that the clothing retailers decide to copy.

The net red shop and personal fashion designer brand do not bother to overthrow these fast fashion brands such as ZARA, H&M and GAP. They are fastidious about "fast fashion", you pay attention to "small and beautiful", brand advocates are still different, and net red shop can still make use of the flexible supply chain of clothing to make the "fast fashion" products quickly come out.

A few years ago, China began to have the shadow of "clothing flexible supply chain". It was also crossing the river by feeling the stones. With the concept of flexible supply chain maturing and the new concept of "industrial 4.0" and "intelligent manufacturing industry" put forward, some domestic enterprises began to imitate and study in succession, and many related platforms emerged.

In that case, Jingdong and WAL-MART combined together and pointed out that "the Internet dividend is subsiding and the next outlet is the traditional industry". I think the clothing flexible supply chain is very promising, and it can play a key role in breaking the garment industry.