PK, Who Is The Big Winner?

Driven by the rapid development of China's Internet, it has established a network fast fashion brand that has just been over 5 years ago.

Recently, customers and UNIQLO played a "price war" on flannelette shirts and light down garments.

Some people in the industry think that from the competition of unit price to the pursuit of sales scale, the two fast fashion brands of VCG and UNIQLO are experiencing an all-around fierce war in the Chinese market.

Sales PK: "double 11" sales of all customers win

UNIQLO parent fast selling group is now firmly in the global market.

Chain brand fifth, but also the absolute "Asia".

Brand one brother.

According to Japanese media reports, in the fiscal year ended August, XXX group became the first Japanese clothing retailer with annual sales income of more than 1 trillion yen (US $12 billion 800 million).

At this point, sales of less than 6 billion yuan can only be seen by fans.

But it is worth mentioning that the sales volume of the two in mainland China is almost the same.

According to people familiar with the situation, sales in the Chinese market in UNIQLO for the fiscal year are slightly lower than those in the market.

But what we need to mention is that UNIQLO's sales are only clothing and clothing accessories. However, under the overall category development strategy, customers are also included in its sales of nearly 6 billion yuan.

The contribution of categories such as bags, household appliances and cosmetics.

Insiders believe that

In terms of price and cost performance, it is more suitable for domestic market demand.

In the past "double 11" on the same day, the two main online channel sales more than doubled.

Data show that the sales volume of Tmall stores at UNIQLO is over 20 million yuan, while the sales of van guest's official website is nearly 50 million yuan.

It is also understood that all customers have sold 13 million T-shirts this year, while the number of brand T-shirts sold in the domestic market is about 50 million.

Our main competitor, UNIQLO, sold 20 million pieces worldwide last year. In the domestic market, customers have left behind UNIQLO in this single category.

Speed of development PK: convergence of China's market growth

On the eve of the "double 11", CEO said that the focus of this year's "double 11" is to fight with UNIQLO. This is also the first positive response of the prime minister to the price war between UNIQLO.

From the above data, we can win at least on the scale of online sales.

Chen also revealed that sales in the first three quarters of the year increased by nearly 30%, and the profit target is approaching.

At the same time, although UNIQLO stores in various countries open stores, but in the sales growth rate, "base" too large UNIQLO is difficult to achieve such a high growth of customers.

Data show that the Japanese market in the past 9 and October, sales of UNIQLO stores fell by 2.2%, but the online business increased significantly, so the overall sales scale increased by 0.7%.

Japanese media believe that UNIQLO's market in Japan has been highly mature, and the market size will gradually shrink in the next few years, so overseas expansion has become one of the most important strategic plans of UNIQLO in the past ten years.

The Chinese market once again becomes the common goal of the two party.

According to the customer's introduction, the growth rate of all customers in the first two years has been maintained at 150%. Although this year has been adjusted, the growth rate in the first three quarters is also close to 30%.

At the same time, the boss of the clothing store, Liu Jing, admitted that it is stepping up its layout in China and will open 1000 UNIQLO stores in China and believes that the scale of sales in the Chinese market is expected to remain unchanged from the Japanese market in ten years.

This means UNIQLO's ambition in China has reached 100 billion yuan.

Therefore, the pace of development of the two in the Chinese market will also be "very promising".

Technological innovation PK: same direction for different purposes

For a long time, UNIQLO has been defined as "technology control" by fast fashion brand, because it has been keen on the development of other fast fashion brands since its inception.

Benefit from rigorous research and development concept, its warm clothing series "Heattech" almost led the "light and warm" era.

In addition, moisturizing series, quick drying series, light down clothing series and other commodities have also formed characteristics.

As an Internet brand, customers also attach great importance to technological innovation, but this innovation is not reflected in clothing products, but mainly in the background shopping process optimization, order processing, warehouse logistics management, call center management and so on.

All customer related responsible person said, compared with traditional enterprises, customers can often get more and more accurate feedback from customers, and adjust them to products in time. This is the inherent advantage of pure electric business.

From the perspective of technological innovation, UNIQLO and all customers have invested a lot of money and energy in R & D level, but the direction of investment is quite different.

The former pays more attention to the research of product technology, while the latter prefers system research and development.

In the eyes of the industry, although the two directions are different in terms of technological innovation, the two ways can create their own characteristics and stand firmly in the fast fashion area with strong hands.