Foreign Clothing Brand War Will Start.

When many garment enterprises went through the shop, the Japanese clothing brand UNIQLO did the opposite and began to open up new stores in China.

Pan Ning, the senior executive vice president of global marketing group of UNIQLO, announced that UNIQLO will open its biggest flagship store in Shanghai in September 30th. "The single house building on Huaihai Road is another corner shop, which can be taken by us by accident".

Moreover, UNIQLO also plans to open 80 to 100 stores a year in the future, and all stores will take a self run mode. According to the size of the 212 stores in mainland China, UNIQLO is more than ZARA, H&M and other brands. It has become the largest number of foreign-funded clothing enterprises in China.

Faced with the declining trend of domestic garment enterprises, UNIQLO obviously holds different attitudes. Pan Ning said: "the number of Chinese middle class continues to expand. UNIQLO has more than 850 stores in Japan and has not yet reached saturation point. China's land area is 20 times that of Japan, so it is impossible for China to reach the so-called critical point in the short term.

UNIQLO is not unaware of the difficulties of rapid expansion. Before the site selection, UNIQLO only focused on first tier cities and a few second tier cities, mainly considering the positioning of foreign brands. But as the market competition intensifies in these areas, UNIQLO has begun to consider wider areas. Pan Ning said: "under the requirements of large-scale shop opening, it is obviously not possible to rely solely on first tier cities. Along with the development of urbanization in our country, we will choose more outlets in the three or four tier cities with the trend of economic development.

In view of the query of UNIQLO's "losing money making call", Pan Ning introduced: "every store in UNIQLO in China is making money, and 100% is profitable." But he did not disclose the specific performance of UNIQLO in China.

The fine sale strategy adjustment of UNIQLO has always been praised by the industry. After the Spring Festival of 2012, UNIQLO realized the shrinking of the domestic market sensitively through weekly detailed statistics, so it chose to sell significantly and avoid the risk of last year. And American Apparel, Semir clothing, China trend and other domestic garment enterprises can not escape the curse of high inventory, suffered in the past year. Pan Ning thinks that UNIQLO is superior to other competitors in this regard.

In 2012, UNIQLO's sales in Japan amounted to $7 billion, and the company had planned to achieve sales of 11 billion dollars in mainland China by 2020. Pan Ning said: "this plan has not been adjusted and can be achieved with confidence. Because the Chinese market is too big to predict. "

This time with UNIQLO stationed in the flagship store in Shanghai, as well as fast Marketing Group's GU, PLST and other four brands. These brands are entering China for the first time and will enjoy special areas in flagship stores. Pan Ning explicitly said: fast marketing group does not intend to copy the "packaged promotion" store mode. Therefore, the way to develop these four brands in China is still a mystery.

It is worth mentioning that, in addition to UNIQLO, GAP also announced in the near future that its brand Old Navy will open in China, and the location is also chosen in Shanghai. The prelude to the war of foreign brand clothing may be drawn up.