Fast Fashion Brand Market Dream How To Achieve, UNIQLO Ryui Masa Is Full Of Confidence.

Cheap and good casual wear "UNIQLO" is the abbreviation of the two words of Unique (unique) and Clothing (clothing), which provides consumers with the "low quality goods, quality assurance" business philosophy, and has made amazing achievements in the Japanese economic downturn.

The name of fast marketing company is FASTRETAILING, which contains many special meanings.

FAST (fast) +RETAILING (retail) embodies the fundamental spirit of how to rapidly commercialize customer requirements and how to provide goods quickly, and also expresses their unshakable faith in the retail business community that has the world's general concept of fast food culture.

This idea refers to clothing that can be worn at any time, anywhere and anyone through uniform services around the world, with reasonable and reliable prices, and large quantity of continuous supply.

Therefore, they have a unique commodity planning, development and sales system, so as to realize the low cost of store operation.

For UNIQLO, the most tangled one is still.

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According to the data from the world clothing and shoe net, the US business losses of UNIQLO in the first quarter of 2017 were narrowed. When asked about the time when UNIQLO was making profits in the United States, the founder of the brand Ryui Masa did not respond positively, but was alert to H&M, pointing out that the Swedish brand also had an example of a loss of US $900 million in the US.

But Ryui Masa said the United States remains the most important market for UNIQLO, and Asia is the engine of its growth.

After the financial crisis, China has provided great opportunities for the global retailing industry. From the 2016 and 2012 fiscal year reports, we can see that revenue doubled, but profits remained unchanged.

This means that China has given the retail industry the space to make mistakes. UNIQLO can make a huge profit in China, and on the one hand, it can expand in the US.

However, few analysts in the industry are optimistic about UNIQLO's US outlook. Tang Xiaotang, founder of No Agency, a fashion retailing research firm, commented on UNIQLO, saying that the expansion of UNIQLO's losses in the United States has been built on the basis of profit growth in China. However, due to the wrong strategy, its parent company's fast selling group's profits in the last fiscal year and the Chinese market have all declined. The group's first quarter financial report shows that profits have risen, but China's leading international market is weak, with a 0.2% decline in the first quarter of fiscal year 2017.

If earnings growth in other international markets can not offset losses in the US market, even if there are no border taxes and manufacturing problems in the United States, UNIQLO may actually opt out of the US market.

In fact, industry analysts already wanted Ryui Masa to stop making "the American Dream".

The stagnation of Japan, the difficulties of the United States and the slowdown in China's most important overseas market forced Ryui Masa to abandon the target of 5 trillion yen in 2020, which was set up by the fast forward group last year. Now they have changed their target to 3 trillion yen, while the current 2017 fiscal year is expected to receive 185 million yen.

Ryui Masa said last week: "with the help of digital technology, I firmly believe that 3 trillion yen can be achieved". In early March, when he unveiled the new headquarters of UNIQLO, Tokyo, he came up with the belief that "digital technology will change the world", hoping to pform XXX group from a pure clothing retailer to a "digital consumer retail companies".

The specific vision is that, through artificial intelligence and big data, the physical stores will work out the supply according to the needs of their districts. This is the opposite concept from traditional chain stores. At the same time, consumers can clearly see the supply chain and inventory of Uniqlo UNIQLO, and let consumers buy clothes made for them. Ryui Masa said this is the "answer" to change the world.

To achieve this level, supply chain, computer system and store network must be equipped with suitable systems. Liu well is saying that all the necessary components can be put into place in a year.

But for the so-called "digital consumer retail companies" strategy, Tang Xiaotang said, this is actually a euphemistic wording of UNIQLO learning to Zara.

At the end of 2016, Pablo Isla, chief executive officer of Zara parent company InditexSA (Indo textile) group, said publicly that success is not due to any magical mode or superstar, but through the ability to respond to data and pform it into a fashionable product and then pass it on to consumers.

Comparing the pformation of UNIQLO to Pablo Isla, there are some subtle differences.

Just like Pablo Isla always wanted Zara to get rid of the label of "fast fashion".

Ryui Masashiya has also consistently denied that UNIQLO is a fast fashion brand and even promotes brand technology genes, but the company's Fast Retailing seems to have dragged heavily on this matter.

Tang Xiaotang said that fast fashion was once regarded as an innovation in the retail industry. But in recent years, with the increasing attention paid to environmental protection concept and corporate ethics and social responsibility, fast fashion has been tagging a Foxconn style original sin label. It not only stimulated consumers' desire for material goods, but also caused great waste. Meanwhile, the production process was accompanied by sweatshops and pollution.

With the passage of time, fast fashion is getting faster and faster, but this mode has become a common mode of operation in the industry, and has no avant-garde significance.

Founded in 1963 by Japan Xun marketing company, it was a small clothing store selling Western-style clothes, and now it has become an internationally famous clothing brand.

Liu Chi, the current chairman and general manager of UNIQLO, is the first to introduce a hypermarket style clothing sales mode in Japan, which has realized the low cost of store operation through the unique commodity planning, development and sales system, which has led to the hot selling of UNIQLO.

For more information, please pay attention to the world clothing shoes and hats net.