Fans Compete With Japanese UNIQLO Brands

"In China, even if it is

Born in October 2007, fans did run fast enough.

As a fast fashion brand on the Internet, customers provide high cost performance products at a reasonable price. They are committed to providing high quality and exquisite life for new internet groups.

Through celebrity endorsement and viral marketing and other means, all customers continue to expand brand awareness, sales performance has risen all the way.

According to the survey conducted by Hua Rui, the advertising cost of VANCL in 2009 alone was 520 million yuan, ranking second in China, surpassing Nike (NKE, 78.67, +0.95%), Lenovo Group and large automobile manufacturers.

In June 2009, Vancl nibbled the UNIQLO Uniqlo market with sling + underwear functional Bra-T. The low price of 39 yuan made UNIQLO very embarrassed and could not fight back.

Insiders estimate that in the near future, there will be more and more confrontation between Vancl and UNIQLO.

In March 2010, H&M, a fast fashion brand, launched a large-scale promotion at the Beijing public pport kiosk for the opening of its new store.

In May 4th, Vancl's offline bus kiosk announced that it was at the moment of cold street in Beijing. It was quite similar to the H&M in the advertisement, but the price of the recommended products was less than 99 yuan, which is more attractive than the price of H&M. It is easy to attract the attention of consumers.

This step - by - step promotion strategy shows that Vancl is forming a positive confrontation with H&M.

Even in Vancl, Chen said: H&M is not our rival in China, and how they can put us in the same influence.

In May 2010, Fan Cheng pin T-shirt products cut their price by half, from 59 yuan to 29 yuan. Vancl named the printed T-shirt product series as T, aiming at confrontation with UT. UT is one of the most important product lines of UNIQLO. The flagship store of UNIQLO opened in mid May 2010, and the main product is UT (Uniqlo- T shirt), the price of which is 59 yuan T yuan.

In order to advance the attack on UNIQLO, Vancl launched the 29 yuan T-shirt for the first 10 days. Its quality and presupposition are equal to that of UNIQLO, but the price is very competitive.

Vancl's move is positive against UNIQLO's "T-shirt war", making UNIQLO helpless and unable to follow up quickly.

Following New York, London and Paris, the fourth flagship store of Uniqlo UNIQLO is also Asia's first global flagship store, Shanghai Nanjing West Road store, which will open in May 15th.

The closing area of about 3300 square meters is the largest Uniqlo UNIQLO shop.

The highest level of merchandise, VMD, store management and creative standards have been assembled after UNIQLO UNIQLO, and the latest and most popular UNIQLO UNIQLO will exit brightly.

UNIQLO opened its flagship store in Taobao mall. It relied on the amazing performance of 550 thousand yuan in daily pactions. It refreshed JACK&JONES's 470 thousand day sales record, and once became Taobao's daily sales champion. In October 2010, the sales volume of single month was broken 10 million yuan. It became the first store in Taobao mall to sell tens of millions of yuan.

At present, the daily sales volume can basically reach 300 thousand yuan, when the high time reaches 500 thousand yuan.

At the lowest value, annual sales are already in the scale of 100 million yuan and are still rising.

Pan Ning, managing director of UNIQLO China, said young people are more likely to try and accept new things.

As a leader in fashion, UNIQLO proposes to let young people feel the charm of modern, simple, natural, high quality and easy to match new products.

H&M, ZARA and other brands have said that they will also open online stores in China.

In the past, most of the world's fast fashion brands focused on store sales, and no direct conflict occurred between them. But now the fast selling brand is becoming more and more popular. In the middle of 2010, the company was even more aware of the fact that it was planning to open a store.

At present, the V+ website has been set up by all customers, providing sales platform for some famous clothing brands.

It sells both famous brands of other manufacturers and its own clothing brands. Where is the brand positioning of customers? Vancl and V+ seem to have complemented each other in business. But from the perspective of brand building, the coexistence of Vancl and V+ has made everyone's brand more ambiguous.

How can customers coordinate the relationship between the two brands? {page_break}

A customer's brand positioning and brand strategy

Internet lifestyle brand

Advocate a simple and decent lifestyle.

Adhere to the international line quality and reasonable price

We are committed to providing high quality and exquisite life for new internet groups.

Fan brand strategy

1, the mode of network direct selling.

Network and directory sales, all merchandise information on the website at a glance, convenient for customers to choose.

It saves the related costs of physical stores and distributors, reduces costs and ensures the advantage of price.

2. Light asset model

From the point of view of van company, the company has no factory buildings, no equipment and three stores, but there are marketing department, design department, call center and warehouse.

It is such a company that relies on the large number of online advertising and the pull of call centers.

Throw away the huge and cumbersome manufacturing business, focus on sales, product quality control and brand building, and promote the development of the company and the whole industry by pulling back end business.

From the point of view of mode, van guest company develops various kinds of clothing products according to the customers' future or potential market demand, and then the customer orders through the call center or network, and finally delivers products to the customers through the logistics company to receive payment.

In this way, the whole process is completed.

Two, UNIQLO's brand positioning and brand strategy in China, UNIQLO Uniqlo is the ten largest casual wear brand in the world, and also one of the representative enterprises in SPA retail mode.

SPA (private brand clothing professional retailer) mode refers to the current marketing mode of clothing brand that directly connects customers with production and retail, saves time and cost, grasps business opportunities and ensures profits.

It is characterized by the comprehensive revision of business processes such as planning, production, circulation and sales, and striving to establish the most suitable business mode for consumers. The key is to carry out mass production according to the needs of consumers.

SPA has made GAP (GPS, 23.06, -0.17%), UNIQLO, Muji, ZARA and many other famous brands succeed.

UNIQLO Uniqlo is the most popular leisure apparel brand in Japan with over 20 years of operation experience.

According to the analysis of the e-business outsourcing organization, Uniqlo entered the Chinese market in 2002. In fact, the brand experience function of the store has built up a certain brand image and consumer loyalty. At the same time, UNIQLO has nearly 10 years of network sales experience, and has the highest e-commerce website in Japan.

All of these laid the advantages of UNIQLO to further develop the Chinese market.

When UNIQLO first entered China, it was positioned as a public casual wear, and the price war with local brands was not particularly popular. This is clearly a wrong strategy.

Beginning in 2005, UNIQLO began to adjust its competitive strategy in the Chinese market, from the clothing products that were originally emphasized that everyone can sell, to the "wild Joker" focusing on products.

This positioning has effectively attracted the new middle class in China, and also accords with the consumption pattern of consumers returning to pay attention to cost performance under the financial crisis.

Fast and massive design is also the supporting force behind UNIQLO's high performance price ratio.

For example, there are hundreds of tons of printed T-shirt series launched in summer each year, and each has its own theme. Consumers can always find their favorite styles.

This is one of the essential qualities of "FastFashion" (fast fashion) brand.

Apart from the high cost of endorsement as a customer, there is no way to get much profit from it. There must be another way. In order to expand the market rapidly, UNIQLO's management decided to adopt the advertising of portals. According to the way of sales distribution, that is, every sales single, advertisers take a certain proportion of the promotion way from the middle, so that they can well control the cost input and realize the demand of the market.

Relying on Taobao's superior resources, UNIQLO has broken away from many conventional restrictions, and has rapidly expanded its share in the Chinese consumer market through the Taobao mall B2C platform.

This not only achieves network sales, but also helps brand image building.

The success of B2C mode cooperated with Taobao mall is not the result of the simple addition of "clothing" and "Taobao". There are many inevitable factors behind it.

The strategic cooperation between UNIQLO and Taobao shows that more and more international enterprises have realized the importance of e-commerce in the Chinese market.

Apart from opening flagship stores in Taobao, UNIQLO and Taobao have also opened a shopping platform on their official website. The payment system and maintenance of this platform are also working with Taobao.

This not only integrates Taobao resources for Internet marketing, but also better maintains UNIQLO's globally unified brand image.

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Three the predicament faced by Vancl is a leading sheep in this field. Many of them are following closely and will face more intense competition.

On the one hand, vertical clothing online retailers are active in China's apparel B2C online retailing market in 2010.

Van keen guest relies on strong marketing capabilities to maintain its leading position in the market.

Huang Xiangru, an e-commerce marketing expert, said that the second tier vendors, such as fashion uprising, dream bazaar and Masa Marceau, will further narrow the gap between VW and in 2011.

On the other hand, the trend of the Internet industry is obvious. The traditional clothing brands begin to layout the online retail market.

GAP, UNIQLO, Muji, ZARA and many other international and domestic brands have rapidly established online retail platforms with Taobao mall, Dangdang, excellence, Jingdong, and self built B2C mall.

In the future, the main driving force of the development of China's apparel online retail market will shift from online retailing enterprises to traditional garment enterprises.

In 2011, online retailers will become an important entry of traditional enterprises into the online retail market.

The services provided by platform manufacturers will help more traditional enterprises enter the online retail market.

1, brand lacks fame and attractiveness.

Because the demand for basic money is relatively large and the trend of change is relatively small, these brands basically focus on men's clothing, and focus on the relatively standardized shirts.

However, little is known about the importance of brand in the factors affecting men's shopping.

These brands are basically original brands. There is still a long way to go before they want to achieve a certain degree of popularity and taste.

2, over reliance on advertising.

As mentioned earlier, these brands can only rely on advertising to generate enough traffic to achieve sales.

In the case of product homogenization is very serious, and the brand itself is not attractive, who has more advertising, whose sales are likely to be large, and when advertising stops, sales will drop randomly.

3. Product line has a single effect on turnover rate.

Although Vancl has widened the product line, and even has begun to set foot in the home textile industry, the product line is still very narrow compared with the comprehensive shopping platform such as fashion uprising and wheat net.

This will lead to a very embarrassing phenomenon: it is hard to attract customers to the website of Vancl, and a large part of customers may not pick their favorite clothes at all.

To put it simply, online advertising can only increase the rate of entry, but it can not increase the turnover rate absolutely.

This problem seems to be unable to solve, because the continued expansion of product lines will undoubtedly increase business risks.

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Four where is the way out for Vancl? Where is the way out for Vancl's single brand clothing B2C brand?

1, only by insisting on the combination of online and offline (i.e. online shops + shopping mall stores) will it be possible to achieve sustained and stable development.

To satisfy the consumer psychology of "seeing is believing";

Increase the exposure rate and improve the brand image.

Eliminate the negative effects of the network.

Branches can be used as regional distribution centers to reduce distribution costs substantially.

2, clear the positioning of enterprises and strengthen core competitiveness.

Brand advantage and resource integration capability are the core competitiveness of customers. They do not have their own factories, do not have their own logistics companies, do not have their own clothing design, nor do they have their own quality control. What they do is to analyze the changes and new demands through the call center and the Internet mobile phone market, and then feedback to suppliers, and formulate the stage market plan.

It is not surprising that there are no factories of their own. Nike, ADI, and so on are all such enterprises. What customers want to do now is to define their own position. It is a clothing enterprise or an online sales platform.

3, establish brand image

Vic is a man's business shirt. Now its products cover six categories: Men's wear, women's wear, children's wear, shoes, accessories, household products, etc. the products are very rich, but there is no definite market in the whole. Therefore, it is not as good as a lady's underwear. It's a dream girl who specializes in women's wear, fashion professional Menswear Marceau Marceau.

Five Vancle challenges in the future, there are differences in the location, price and service of men's shirts sales enterprises in the Internet. From the perspective of the development law of enterprises, from the beginning of a few hundred growth to slow down and stability, it is a necessary process for start-ups. The future development of the whole industry is relatively large. This sales mode is at a stage of growth. Therefore, it is not that the sales of one company will increase, and the other one will be reduced. There will be many opportunities, depending on the operation and operation of various enterprises.

For e-commerce enterprises, if they attach importance to profits, they are likely to limit investment. In this case, even if they get profits, they may lose market share.

With the growing habit of users' online shopping habits, especially the increasing awareness of women's clothing online shopping, the clothing e-commerce B2C website is likely to become one of the fastest growing e-commerce subdivision categories.

In today's fast-growing market environment, for e-commerce entrepreneurs, we must realize that in the minds of consumers, LV is not the only thing that can best be enjoyed. Luxury is not for everyone to enjoy. In other words, most of them will prefer market share rather than profit.

However, as an emerging industry, the future challenges faced by it will be manifold.

In fact, including Vancl, the biggest potential challenge in the future is not the existing similar e-commerce enterprises, but the future possible traditional clothing brands to march into the network.