Shanghai Experience UNIQLO: Fast Fashion Marketing Magic Weapon

3300 square meters, the world's largest flagship store of UNIQLO, the first few days of its opening, there appeared a queuing shopping scene in the early evening; ZARA, H&M , C&A, UR, ME&CITY All kinds of so-called "fast fashion and high street brand" are gathered here. Cheap prices and prosperous passenger flow, though there is no noisy sale, will still remind people of the farmers' market once. When the fastest brands in the world are building the most cattle stores in Shanghai, can you still doubt Shanghai's status as a quack?

Shanghai UNIQLO

In fact, without me, Shanghai is a very important place about fashion and about Lifestyle. Now let me tell you the specific meaning of Shanghai's fashion market in mainland China.

From the perspective of consumption and market, the neighboring countries and regions that have great influence on the mainland market are Tokyo, Hongkong, Seoul and Russia. First speaking, Russia's trade with the Chinese mainland is also limited to trade, which has no significance for the fashion consumption of the mainland down jacket (because the weather has led to functional changes). Tokyo is totally a set of value system for "breaking away from Asia to Europe". Even now we begin to pay attention to this cake in the mainland market, but how do we get accustomed to fresh and sushi, and face the thick oil and red sauce? As for Seoul, Hanfeng, which is built through Korean dramas, may be useful for those who are innocent and dreamy. But compared with the mass market, it is still not the mainstream (but it may be the trend). Wholesale market I'm crazy about making money. Finally, only Hongkong, and to my blunt words, Hongkong has no influence on the mainland's culture and value system.

So the final conclusion is that Shanghai is the real leader of the parity and fast fashion consumption in the mainland market, whether from the geographical values or the overall consumer values and consumption characteristics, or the performance of the fashion brands.

Nanjing West Road UNIQLO

UNIQLO's largest flagship store in Nanjing West Road, Shanghai, metro line two, Nanjing West Road station, exit 1. Therefore, subway advertising has become an important means of UNIQLO. A large area of advertising is full of the important position of the subway, for its momentum; the video advertisement endorsed by Tan Yuanyuan illustrates the spirit and determination of UNIQLO's "eye-catching Shanghai world" and strong recommendation for key single products, because any propaganda and spiritual appeal can not be separated from the carrier of the product. It is the direct impact of these three advertisements that has created the status of UNIQLO's largest flagship store in the world.

Queuing has become synonymous with the Nanjing West Road UNIQLO store. According to the staff, the first few days of the flagship store of UNIQLO opened every day. Two young UNIQLO staff at the gate of the shop will open their passenger passageways after maintaining order and receiving instructions from the intercom. In fact, customs clearance is the same.

Entering the store, the process of trying is queuing. Only H&M and UNIQLO often appear like this. The reason is that the product is versatile and can be priced at low prices. This may not have much to do with the fashion of the product itself. {page_break}

The turnover rate of UNIQLO can be very high. The marketing method of "basic functional products + low price + fashion" has also created the legend of fashion. The goal of these two strategies is to criticise a small number of high-end customers or to satisfy the public's vanity with basic and fashionable products.

Uniqlo

Fast fashion marketing wins magic weapon

In fact, analyzing the success of UNIQLO is not difficult to find out that it has been following the fast fashion marketing magic weapon.

Perfect product mix

The product mix of "functional and basic products + perfect product structure (key category is deep) + mental products (+J)" is perfect. Is the emergence of +J catering to the trend of Crossover (cross-border) in fashion industry? Although UNIQLO's simplicity and J.sander's simplicity are the same, I always believe that compared with the basic product line of UNIQLO, +J's high price line products are very attractive. A friend once said, "+J still needs a cool look and a rich person can wear good looks." However, the +J side of the world has passed the elegant and stylish fashion values of UNIQLO to perfection.

At the same time, for the opening of the world's largest flagship store, UNIQLO launched a product project suitable for Shanghai: shanghaipopcultureproject, inviting Shanghai local and international artists to design and develop T-shirt products at a price of 88 yuan, while the official website of UNIQLO sells only 79 yuan. The Japanese idea should come from the British Empire. In those days, when Burberry entered the Japanese market, the Japanese Chamber of Commerce was specially authorized to develop the blue label and black label series.

Seize the fashion marketing position

It is not so much a position, but rather a businessman's intentions. A brand, especially a fast fashion brand, is indispensable for celebrity endorsements. As far as UNIQLO is concerned, the joining of the five major personality stars really cost a lot of money. It's not easy to find stars and spend money well. In those days, Metersbonwe's star strategy, from Aaron Kwok to Jay Chou, grafted the star's entertainment appeal resources. Nowadays, people are more concerned about which of the stars is better for themselves. Every star is a way of dressing, which is a representative "customer prototype".

There is also a time limited low price promotion strategy. It seems that UNIQLO's strategy of losing gross profit is to win a market share in half a month. This promotion routine is similar to Vancl's network promotion. "Low price + portfolio promotion" may explain why Vancl can make its performance from 3 hundred million in 2007 and 6 hundred million in 2009 in 3 years, from 30 million in 2008. The problem is that low price is a necessary condition for winning, but not a permanent guarantee. When others use the strategy of low price very skillfully, what should a businessman do?

The visual experience of life and humanity

When fashion consumption culture changes from the delicious culture of young people to the coffee culture of the petty bourgeoisie, the mature tea culture, and the health care culture of the middle aged, fast fashion brands (parity, fast) can only use the increasingly bright, relaxed and wonderful elements to attract the new generation of consumers in the new era. When UNIQLO people are trying to attract people by changing patterns, what should others do?

UNIQLO placed the model in a transparent drum, suspended it on the top, and then slowly rotated. What a novel theme scene it is! When the formatted theme scene area is flooded with brand stores, everyone is enjoying it, and customers are beginning to get tired of aesthetics. At this time, UNIQLO came to such a rotating high-altitude show, really fascinating. Fashion, entertainment, if there are no novelty elements, is it not alone?

Another area, a row of beautiful legs. This is the essential value of Legging. The display staff of UNIQLO must understand this truth very well. Instead of putting it on a bent shelf, flat and dull, of course, it is not as spectacular as a word. Of course, the following passenger flow is more spectacular.

When shopping for goods, customers are holding the black mesh transparent handbag which is light and fashionable. This meets the needs of fashion and pleasure in the shopping process. When I asked the shopping guide: can this bag be sold to me? The guide shows a charming smile: Sir, this is not for sale. Many customers have asked the same question. This bag is designed to create a fashionable shopping experience for customers, and to achieve this level of fashion experience in the shopping process. UNIQLO is really extraordinary.

Fashion care service {page_break}

Whether it's ZARA or H&M, whether it's Shanghai, Shenzhen or Hongkong, have you ever seen a male or female bathroom in a separate store? No, I don't think so. But there are flagship stores in UNIQLO, Shanghai. This is a strong confidence: accurate judgement of the number of customers and the longer stay time of customers.

Whether the doorway passenger guide, the cashier staff, or the fitting room staff, UNIQLO window departments (who need to communicate directly with customers), embodies a harmonious and affinity temperament - not necessarily handsome and beautiful, but it must be very comfortable.