China's Strategy Of Universal UNIQLO

On average, every 3 Japanese have a UNIQLO. clothes Will it be possible for every 3 Chinese to have one? Recently, Uniqlo, the operator of the leisure clothing chain of Japan, has placed this ambition in its massive expansion plan: 200-300 new UNIQLO clothing chains are open every year outside Japan, including 100 new stores in mainland China every year and 30 in Taiwan, China. Insiders questioned the plan as a "great leap forward", and location and talent will become the two bottleneck.

target

Asia's first clothing retailer

The economic slowdown and market turbulence after the Japanese earthquake slowed the growth of sales of UNIQLO, so it hoped to expand its market in Asia, especially in China.

The industry said: "there are some" big leap forward "plans for opening 100 stores every year in China, and it is difficult to achieve overnight development in the Chinese market. Site selection is a big problem, and the profit from a single store. measure The overall profitability is also not accurate.

As the highest sales clothing retailer in Japan, XXX opened 840 UNIQLO chain stores in Japan and opened 180 UNIQLO chains outside Japan. All along, China is the key to Qurei's competitiveness. About 85% of UNIQLO products sold around the world come from 70 cooperative factories in China, supporting the daily operation of 2258 stores in UNIQLO. UNIQLO makes Ryui Masa hope to become the number one clothing retailer in Asia, and finally won the first place in the world.

Handicap

Will the digging war start?

"Talent is a big problem." VLOV brand designer Wu Qingqing said: "the huge capacity of the Chinese market is enough to accommodate the expansion of UNIQLO, but the question is whether the management team can keep up with it."

The strategy of direct operation has always been the principle of UNIQLO. In 2010, UNIQLO recruited 180 fresh graduates. According to the speed of 100 stores each year, the average number of shop assistants in each store was 100 shopkeeper and 9900 salesperson each year. If we can not meet the expansion rate of UNIQLO, then a "dug" war is about to open. Pan Ning, chief executive of UNIQLO China, has been worried about the problem of talent reserves. "UNIQLO University" system training staff sales skills mature, but also elongated. culture Time.

Opponent

Gap, ZARA sub Market

"Positioning the public's UNIQLO in China's second tier cities has been deeply rooted in the hearts of the people, the next step will be to sink the three or four line market, 100 shops in the 123 tier cities should not be evenly distributed, the north of Guangzhou Shenzhen is still the focus of its development, and the provincial capital city will also become a new high ground." An analysis of the peak trend of China Fashion alliance. "Expansion is the strategy for apparel retailing chain to seize the initiative."

According to the official website of UNIQLO, as of September this year, UNIQLO opened more than 83 clothing stores in 21 cities in China, and over 2000 in the world. However, it is the largest in the world. retail Compared with ZARA and Gap, UNIQLO still has a certain distance.

"Compared with ZARA and H&M, UNIQLO wins in simplicity. Compared with the local fast fashion chain, UNIQLO is also better than channel. The peak said. At the same time, Vero Moda, Jack Jones, Esprit, Matis Bang Wei and other clothing chain brands are also eating the "fast fashion" market.

Failure

London expansion meets Waterloo

In September 2001, UNIQLO opened 4 stores in London, and then expanded to 21 stores in the UK, but has been losing money.

The reason for the failure lies in the fact that the local people take charge of their work. The new team of the British department store, Marsha, is very conservative and has a very strict hierarchy.

At the same time, "three years out of 50 shops" indicators led to the opening of shops, high rent, personnel costs, installation works, information systems, training and other aspects, there is no "efficiency" and "effect" judgment, resulting in the destruction of the whole army.