An Exclusive Interview With Customers: Targeting Japanese Clothing For Chinese Version Of UNIQLO

Less than P, the competitors of electric business are eager to become the industry leader, but customers are secretly searching for their own development direction and competitors.

The final goal will be on the Japanese clothing giant UNIQLO, who will be the Chinese version of UNIQLO.

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< p > guest age: targeting Japanese clothing to be China's version of /p.

P: Chen: we felt a certain time ago that we must find an opponent, so we found UNIQLO, UNIQLO, this year, it was quite strong. The price began to be promoted sometimes, and the rate of reduction was also large.

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< p > host: do you think what advantages do you have compared with UNIQLO? What kind of short board do you have? < /p >

< p > Chen: the advantage of all customers is of course the Internet. That is, you do not have so many stores, and there is also a power that you are facing to the whole network and UNIQLO on the Internet. At least in the market of the Chinese Internet, the influence of the market is much smaller than that of the customers.

But UNIQLO as we all know, UNIQLO is a paragon of the world in terms of cost performance, and we can also feel that we are actually improving ourselves through this comparative process.

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< p > host: what about the next strategy? Or do you want to continue to compete with UNIQLO? < /p >

< p > Chen: people do so well, you don't study, this is too hard to make progress, so of course we must continue to learn.

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P: host: we can see that more and more enterprises are starting to have some enterprises to learn from customers. Moreover, we can see that many enterprises are beginning to show signs. What do you think of these enterprises? < /p >

< p > Chen: to be honest, for the past five years, we are always wondering who may be closer to customers. Whoever is on top of a certain category may break a path. We are always concerned about such enterprises.

In fact, I especially hope that if you can do this shoe well, you will get up, and I will learn from you.

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< p > host: No, you especially want to find an opponent.

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< p > Chen: Yes.

I am particularly upset now that no one on the Internet has done a good job in making a brand of a woman's shoes. Then we don't know how to learn, so we will come slowly. The question you asked just now is that if we have done it and can do it quickly, including the brand we are concerned about, we are very concerned about the vitality of the brand and the new category it explores.

This is the best shortcut for everyone, because they are born on that day on the Internet, so the problem you said is not for me, but for joy.

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< p > host: will there be some pressure? < /p >

< p > old age: pressure is a good thing. I think that for a long time, it is because there is no pressure, and I feel omnipotent. The biggest problem is that the problems of the company will be on top of this. I feel no pressure to feel that I am the most capable person in the world, so at that time, it is the most likely problem and pressure is a good thing.

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< p > host: in the B2C aspect of the country, there is a general lack of relevant recommendations.

I would like to ask you what kind of user characteristics a customer needs? < /p >

< p > Chen: over 65% of our users are girls. We feel that it is not easy to wait for a good girl.

We really hope that we can be able to figure out the consumption habits of these female consumers and her hobbies.

But in the process of analysis, we find that female consumers are too far from being reliable. That is also very special, causing huge returns to women.

So this is what we try to grope for, but then we sometimes talk to traditional brands, and say how can this dress be done? Our traditional women's clothing in China says that we all want to make ZARA and want to make H&M, but it's not easy to make it, and especially Chinese consumers are too picky, and they are not so particular about price performance. Anyway, they are torturing brands continuously.

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< p > host: because as a female consumer, from a female consumer's point of view, we may be more likely to hope for good quality and low price.

Be sure to be distinctive.

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< p > Chen: Yes.

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< p > host: as you mentioned just now, this is more difficult.

Because everyone may have different ideas.

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< p > Chen: Yes.

When we move a little closer to fashion, this is actually a challenge for us.

This is why the Chinese garment industry has developed for more than a decade, and even for nearly 30 years, there has been no reason why a large brand of women's clothing has grown up.

Our distribution staff sometimes come back to tell me that the reason why we are inefficient is basically girls. This user tries them on, tries them on for half an hour, and even tries them for an hour, which makes them all very upset. So the more you want to make fashionable styles, the more likely the women consumers will be picky. Of course, we hope to overcome this problem, because we know that this is a huge market.

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P: host: is it possible to say that the focus of every customer is still in the female consumer group? < /p >

< p > Chen: of course, at the very beginning, I started five years ago, we made two shirts, and all of them were male consumers. I sat down with Lei Jun. This count is also very good. How many shirts do we need in a year?

Yes, we are talking about a topic about men of about 40 years old. So we thought at the time that the brothers had no problem doing this thing, but we know that after half a year's work, our consumers exceed 50% of them are women.

Although we only sold men's shirts at that time, we only sold POLO shirts.

It's because we later discovered that the boyfriend's husband, even his father's shirt, was determined by a female consumer.

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< p > host: go shopping.

Yes.

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< p > Chen: we began to do things like girls under the education of female consumers, but the harder it became.

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< p > host: how are you going to overcome it? < /p >

< p > Chen: in the past, in this regard, because of the rapid arrival of a lot of money, the whole control is not very good, but then I think there is only one way, that is, a small amount of money, you can spend a lot of money to produce a burst.

If we say today, we will make your clothes today, or the company will die.

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P > host: so this is still facing a lot of pressure.

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< p > Chen: Yes.

It is always possible that when you make this decision, you will see that it sells for ten thousand yuan, but I actually check whether this style is established by consumers.

Or trial and error.

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