The Eleven Wars Between Fan And UNIQLO Are Directly Related To Light Down Clothing.

"Double eleven" three weeks ago on a Friday.

The founder and CEO Chen held a high-level meeting in the company. The heads of various departments of the autumn and winter products were called together to discuss the beginning of the signal to start the war of the main products in autumn and winter.

In order to butt down the main battlefield including "double eleven", the category of conference decision making is the first to take the lead.

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The reason is very simple. At this time, UNIQLO's light down jacket has been rushed to the battlefield at an unprecedented price cut.

In November 8th, Chen went to Hongkong to participate in the "Asian logistics and Shipping Conference". For the first time, he responded to the "price war" with UNIQLO. It is clear that the focus of "double eleven" is to fight with UNIQLO.

In response, the fast retailing (China) trading company, which is responsible for the Chinese market of UNIQLO, refused to respond.

Chen Chi, vice president of the Department of civil air down clothing department, called UNIQLO.

The price is "provocative".

The price was priced at 499 yuan when it was launched in September, and it soon dropped to 399 yuan. After that, it was followed by a large-scale marketing activity with rhythm, and the lowest price approximated to 299 yuan.

And the 299 yuan is exactly the price that everyone originally intended to make for his own down jacket.

In this regard, the instructions for the team are "on the head".

Immediately, everyone's light down jacket began to impose a special time limit of 199 yuan.

Chen Chi, the chief responsible person, recalled the feeling at that time and said, "a strong feeling is that the opportunity has come!"

War for down jacket

Fan's down jacket business department has been concerned about UNIQLO's light down jacket for a long time.

In September, UNIQLO made great efforts to popularize its light down clothing category.

"At that time, we thought it was very strange that it was not cold yet, and UNIQLO had already pushed this category. We feel this is the main product of this autumn and winter UNIQLO."

Chen Chi said.

At that time, all customers also focused on planning lightweight and down jacket products, and the speed of UNIQLO exceeded the expectations of all customers, so that all customers were in advance about half a month ahead of schedule.

By mid late 9, UNIQLO's light down jacket began to adjust its price.

It was initially priced at 499 yuan, and soon after a wave of preferential activities, the price of UNIQLO dropped to 399 yuan.

At the lowest time, it approximated 299 yuan.

"It has not yet started cold, they have made great concessions to the price."

Chen Chi guessed that the reason why UNIQLO could do this was probably to judge that this autumn and winter market would push the category, which would cause impact, so that the price would be lowered to the threshold that consumers could accept.

Or, UNIQLO's inventory pressure is relatively large, so it is a favorable position to win the market.

In fact, Chen has always called on customers to study the product development and supply chain management of UNIQLO, and to study UNIQLO, which is more than UNIQLO, is the goal of everyone.

For example, the supplier of light weight down jacket and UNIQLO light down garment supplier is the same company -- Dongli, Japan, which is famous for its excellent fabric research and development.

When the customers began to push the light down clothing category, they were late for UNIQLO.

How to lay a good "light" marketing concept is hard for the down jacket business team.

UNIQLO, in addition to displaying its lightweight features through celebrity endorsements, has also launched "

The activity of flying up.

The original idea of the van team was to tie the balloon to the down jacket and float it up and then be overthrown.

"UNIQLO already has a similar concept. It's boring to do it again."

Chen Chi said.

The young fan team even brought the bar into the office and found that all the bananas and apples were heavier than the light down jacket.

Finally, put a iPhone on the scale and found that this down jacket is lighter than i-Phone.

As a result, the concept of "lightweight" which is similar to iPhone mobile phone has been pushed out.

Chen Chi said, "we are more inclined to the spirit of the Internet and find good concepts when playing."

By the day of November 11th, the sale of fan down clothing was about 20 thousand, an increase of more than 50% over the same period last year.

This year, "double eleven" has made more preparations for product volume and page resources.

This year, due to weather reasons, autumn and winter products down jacket, cotton clothes and so on have met a good time, all higher than last year's sales.

Chen Chi said.

Interestingly, in November 11th, the van's team found that the price of some products was "subtlety" compared with the price of Taobao, which often only had a difference of 10 yuan.

For example, Chen Chi found that the price of Taobao's UNIQLO's down jacket dropped to around 250 yuan (the original price was 499 yuan), and it was 10 yuan less than the price of everyone.

"I never expected the other side to hit this level," Chen Chi said. "We immediately made a decision to drop another 10 yuan."

So after the noon of November 11th, all customers adjusted the price of the corresponding products.

"Taobao didn't sleep that day, and we didn't sleep," Chen Chi said. "We always stare at Taobao's performance price ratio. Some products decided to start adjusting prices in the early hours of the morning."

What keeps the old people confident is that customers know more about Chinese users.

For example, in terms of light down jacket, Japanese customers prefer fabric to be softer and thinner, while Chinese users feel too soft and too thin to scratch easily, hoping that the fabric will be more solid.

Chen Chi said, "maybe Japanese people are driving more, not afraid of scraping, and our consumers need to take the subway and bus every day, but also be more fashionable when they are fashionable."

In response to these feedback, customers and materials suppliers are already developing products for next year.

This "double eleven" makes the traditional brands under many lines feel pressure.

"Our pricing will be more sensitive, and everyone will see the price range of the customers."

Chen Chi said, "this year, it is obvious that the pricing of Zara, H&M and other brands is lower than in previous years. This year, some new products in autumn and winter have dropped substantially for the first time.

In the case of making sure that money can be made, the traditional brands under the line must be guaranteed to have 4~6 times the fixed rate. That is to say, if the cost is 100 yuan, it must be sold to 400 to 600 yuan, and our fixed rate is relatively low, and two times it will be able to sell.

Learn from competitors

Van guest has always been conscious of learning from UNIQLO.

The product development of UNIQLO is different from that of Zara, H&M and other fast fashion brands.

Instead of working closely with the leading materials R & D companies, we have developed a lightweight down garment product because of cooperation with Dongli companies.

Van guest is also trying to explore the same road.

At present, all customers are closely related to famous materials R & D enterprises such as Dongli, Japan, and so on. Chen visited Dongli company.

It is reported that every customer for next year's product development, has been working with the Dongli company to develop innovative fabrics.

In addition, customers are also using the supply chain management of UNIQLO.

For example, product quality management.

According to the relevant person in charge of quality inspection center, in 2012, customers were combing suppliers, eliminating a group of suppliers whose quality could not meet the requirements.

After simplification, there are more than 100 suppliers in every customer.

After a period of exploration, customers have gradually established a comprehensive evaluation standard for supplier management and technical level.

Through grading system, several working nodes involved in product quality are quantified and segmented and graded managed.

In addition, a very important criterion for customers to choose suppliers is "metal free", which means that the products sold by Van customers do not contain more than 0.2 millimeters of non raw materials, and if they fail to meet the requirements, they will immediately cancel cooperation.

There is an old saying in the industry, "seven points to prepare three points to do". Now, Chen led all customers to learn from traditional clothing enterprises.

According to people close to fan, in September this year, Anta CEO Ding Shizhong and Chen visited each other to explore the possibility of future cooperation between the two sides.

"Old age has never been so focused on traditional brands."

These people said.

Now, customers have not only dug up some professional talents from traditional clothing brands, but also used some management experiences of traditional brands, such as "quality inspection front".

In September last year, after the establishment of a separate supply chain center, all customers focused on the supply chain optimization. From March this year, the quality inspection predisposition measures were implemented. The quality inspection preposition means that the producers can make an appointment to the quality inspection department when a batch of goods is produced to 80%, and after the quality inspection is passed by the manufacturer, the goods will be directly distributed to the warehouses of various districts.

Different from previous warehouse quality inspection, the quality inspection lead can shorten the time from production to storage for 5 days.

Apart from innovating on the basis of learning, customers also criticize the offline brands.

All customer related departments responsible person said, "a lot of clothes of a number of brands can not pass the quality inspection in all customers. The fabric like Ou Gensha can be broken, others can do it, but customers will think more about the balance of product quality."