UNIQLO PK! Two Fast Fashion Brands

In recent years, UNIQLO has entered China. market As well as their good market performance, the fashion market boom has rapidly shifted to the fast fashion field, and the awareness of domestic brands is also awakening. "Fast fashion" has become a business mode and has been widely recognized. A large number of local brands, represented by the United States and the ME&CITY of the United States, also began to test the water "fast fashion". The most notable is undoubtedly the fast fashion brand named "VANCL", which was born in October 2007. The image spokesperson Han Han and Wang Luodan can be seen everywhere, which is similar to the self interpretation brilliant advertisement, and the outdoor publicity with a low price tag, which makes the fast eye-catching young people's eyeballs. And relying on the simple lifestyle of the core brand proposition and low quality products has made remarkable achievements, in 2010, sales reached nearly 2 billion yuan.

　　 Van guest

Brand positioning and brand strategy analysis

First of all, let's take a look at the two classic advertisements by Han Han and Wang Luodan.

Han Han is the leader of the post-80s generation. He is bold enough to speak and dare to speak. He is good at attacking certain dark and hypocritical sides, and being independent and pursuing success. And Wang Luodan's image from the screen to the real life reflects his true nature, approachable, insisting on his principles and personality, self-confidence and pursuit of success.

While reading these slogans and associating the images of Han Han and Wang Luodan, we can clearly describe the target consumers who are targeted by fans: a group of 80 or even post-90s young people seeking independence, individuality, fashion, and self pursuit of success are ordinary people in the ordinary world with extraordinary pursuit.

With the development of the times, 80's become the backbone of the consumer market, and the proportion of consumption after 90 will increase year by year. The consumption psychology and consumption behavior of these young consumer groups have very distinct characteristics: most of them are single children. During the process of growing up, they are overprotected by their elders. They form a rebellious mentality, pursue their own space, pursue freedom and pay attention to their individuality. They are fashion pioneers, pursuit of sensory experience, identification of life, scientific and technological life, and networking.

From the spokesperson and product performance of van groom's brand image, we can see that customers can fully understand the consumption psychology and consumption behavior of these young people, and brand positioning and brand strategy must always be formulated around the target consumer group.

　 The core value of everyone's brand: relaxed and simple way of life.

Fan's brand positioning: an Internet fashion brand dedicated to providing high quality and exquisite life for young consumers. Sincerely and striving to provide consumers with quality and parity products, it is an advocate of easy and simple lifestyle.

Fan's brand strategy: its own product brand adopts a single brand "VANCL", its brand span is large, its product line is numerous, and it has the characteristics of populace. In the short term, this brand strategy is easy to create the brand popularity of van guest, and quickly cultivate the brand foundation of van guest. But in the long run, it is not conducive to precision marketing to cultivate brand loyalty of consumers.

Product strategy: product items are numerous, the price is popular, most products are priced at 29-399 yuan, and the products are mainly casual and formal. Attracted many price sensitive young users, but the attractiveness of high-end white-collar young users is very common.

Channel strategy: all online private brand B2C shops.

Brand promotion strategy: multi angle and all-round integration of brand communication. Through brand promotion, traditional advertising, offline media, online blog forum, micro-blog and other network interaction, celebrity endorsement, public welfare sponsorship, event marketing, cross alliance and other means, we can spread the brand contact points that consumers can reach. This promotion strategy can maximize the coverage of consumers, but the cost of brand communication input is huge, and it is easy to generate unnecessary waste or prone to excessive dissemination.

　 UNIQLO

Brand positioning and brand strategy analysis

The "UNIQLO" from Japan is a world-famous leisure brand, and is the core brand of Fast Retailing group, which ranks the forefront of the global apparel retailing industry. UNIQLO insists that modern, simple, natural, high quality and easy to match products are available to consumers all over the world.

UNIQLO entered the Chinese market as early as 2002. In the first few years, its business performance was very poor due to its unfamiliarity with the Chinese market. Until 2007, H&M from Sweden followed, and almost simultaneously came from Holland's C&A. These Fast Fashion brands quickly reconstructed the fashion concept of mainland Chinese consumers, so that UNIQLO was able to catch up with the fast fashion in this way. The business performance began to improve and made great progress in the Chinese market, making UNIQLO more and more valued in the development of the Chinese market. At present, there are 64 stores in China, and the company plans to sell more than the Japanese market in the next 10 years, reaching 1 trillion yen, with more than 1000 storefronts, and fully enter the two or three line market.

In 2006, UNIQLO invited the world famous 4A advertising company to set up the brand strategy of UNIQLO in China.

UNIQLO's target consumer groups in the Chinese market: full of confidence, self trust, constant pursuit of high quality life and career success, enjoy the positive and positive backbone now.

The core value of UNIQLO's brand is perfect matching and real personality.

The brand positioning of UNIQLO: with the high quality texture, simple design and rich colors of UNIQLO, give you a real world of self expression to satisfy your perfect match, so that you can fully express your individuality and perfect the real My style.

UNIQLO's brand strategy: adopt a single brand "UNIQLO", but the specific product has no brand LOGO, which is suitable for people of all walks of life.

Product strategy: product items are numerous, the price span is large, most of the products are priced at 59-1499 yuan, and the products are mainly casual and business clothes. New products are listed fast, attracting many young white-collar consumer groups with international brand advantages.

Channel strategy: most of them are physical shops, and mainly open shop in the bustling areas of the first tier cities. As a supplement, online shops mainly use Taobao platform shopping websites to open shops. The sales are hot now, and the sales volume of online single stores will exceed those of single entity stores.

Brand promotion strategy: promotion methods are mainly special sale promotion, entity shop spot promotion, network interactive marketing. What is most commendable is UNIQLO's use of Widget based dance clock interactive marketing, integrating beauty, music and dance into such a tool as clock, displaying the brand with the clock as the stage, thereby establishing a link between the audience and the brand, and adopting the online and offline communication strategy of brand communication, and online integration of the activities of selecting the young girl to take part in the Uniqlock shooting, is like Japan's "super girl fast man". {page_break}
 

　　 Customer response strategy for UNIQLO

How do people respond to UNIQLO's online offensive? By analyzing the brand positioning and brand strategy of the two brands, the author thinks that the following strategies can be taken by customers:

　 1. market segmentation, brand segmentation

Fan's target consumer group is a group of young people seeking independence, individuality, fashion, and self pursuit. It is a group of ordinary people with extraordinary pursuit in the ordinary world. They are an extremely large group, composed of people of different personalities, experiences and preferences. It is obviously unrealistic to rely on a brand to attract such a large consumer group. Therefore, under the premise of having a certain brand foundation, we should do some proper separation under the premise of a unified "Van guest" brand spirit. It is suggested that we should further subdivide "big consumer groups" to form a number of sub segmental markets, and divide them into sub brands in every sub market, while the whole brand is still "all customers". Each sub brand has its core demand for its target market. What we need to consider in the sub brand is aiming at the low price brand image of the customers at present, forming a relatively high-end brand. We can resist the brand offensive of UNIQLO through the uniform and separate image of the sub brand.

　　 2. enter solid stores, online and offline interaction

All customers are now online shops, adapting to the current environment of China's online shopping market to maintain rapid growth. In 2010, China's online shopping market reached 470 billion. On the one hand, the scale of online shopping users increased rapidly. On the other hand, traditional brand dealers and channel traders entered the online shopping market, and the market supply and demand flourishing. Clothing footwear is still the top of online shopping category, and its share continues to expand. Although the scale of the network market is huge, the physical shop sales still occupy the most important market share of the retail industry, and the actual experience of consumers is particularly important for shoes and clothing products. Therefore, for the early success of the online market, further expansion of retail outlets helps to make the customers a "big retail brand", and more importantly, the physical shops help consumers better experience the products and brands of customers, and help form the interactive operation of online and offline shops, so as to achieve the effect of 1+1>2.

　 3. grasp 80, cultivate 90

The main consumer group is the post-80s generation. With the passage of time, the post-90s consumer group will continue to expand. How to brand changes for consumers is a major consideration for all customers in the future. At present, the core work is to catch the post-80s generation, train the post-90s consumer group, cultivate the brand foundation and expand the brand growth space, which is also conducive to finding a "first opportunity" for all customers in the competition with the international brand.

　 4., pay attention to performance and pay more attention to the construction of operation system.

UNIQLO and other international fast fashion brands have a long history and have been tested by the market. They have a mature operation system that can produce in large quantities according to the needs of consumers. And everyone is very young, and the initial success is the result of adapting to the environment of the Chinese market. As the international fast fashion brand takes root in the Chinese market, the intensity of market competition will further improve. The competition will be the core competitiveness that consumers can not see. For retail brands, the core competitiveness is an enterprise operation system that revolves around the needs and experiences of consumers, including brand positioning and promotion, product development and innovation, commodity planning and pricing, channel planning and construction, logistics distribution and customer service. These are the most important priorities for young people who are young and who are in danger of starting a business.