UNIQLO "Packaged In" New Flagship Store

< p > UNIQLO is strengthening its moat through the double expansion of scale and brand. The expansion of fast fashion and multi brands to the two or three tier cities will have a huge impact on domestic casual wear and sports brands. When the retail industry is in a slump, who is the new gold owner of the commercial real estate owners? The answer is fast fashion brand.

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< p > on the Huaihai Road on the busiest commercial street in Shanghai, a building that has been idle for nearly a year is about to usher in a new owner.

In September 30th, the global flagship store of 8000 square meters of UNIQLO, the Japanese leisure clothing brand, will be opened in Tokyo. The Ginza store, which covers more than 5000 square meters, has become the largest flagship store in the world.

Japan's Fast Retailing group also introduced its four brands such as g.u. and PLST into China for the first time, and "packed in" the new flagship store.

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Under the situation of < a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > high inventory and tight store, the foreign fast fashion brand represented by UNIQLO has accelerated the expansion of P.

CEO Pan Ning, senior executive vice president of fast marketing group and fast marketing (China) trading company, said: "if we do not seize the opportune moment to challenge the Chinese market, from the point of view of business, it is the chess game that first loses."

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< p > UNIQLO has expanded rapidly in China.

It has 850 stores in its own country, and its sales volume in Japan last year was US $7 billion.

The company plans to build a system of 1000 stores in Japan on the same scale by 2020, while sales in mainland China will reach US $11 billion.

Pan Ning said, "this plan has not been adjusted and can be achieved with confidence.

Because the Chinese market is too big to predict. "

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P, although the Sino Japanese relationship is still tense, it seems that uniqo is racing against time, and even 11 stores open at the same time within the same day.

There is no doubt about the importance of the Chinese market. But in the first half of the year, XXX reported that the profits of UNIQLO in Japan had slipped as of February this year.

The company takes the focus on overseas expansion to reduce its dependence on the local market.

In addition, compared with the European and North American markets, this East Asian style brand is undoubtedly more popular among Chinese consumers.

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Pan Ning pointed out that China is the largest overseas market of UNIQLO and has the largest number of stores overseas. By May this year, UNIQLO has opened 254 stores in 48 cities across the country.

The location of the largest and newest flagship store in Shanghai is mainly based on the potential for sustainable development in the Chinese market.

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This is not only the opening of P, but also the four new brands that have entered China for the first time, including the g.u. launched in Japan, the low fashion g.u., the high-end fashion brand PLST and the French brand Comptoir des Cotonniers and Princesse tam.tam.

The four brands that were introduced were extended product lines in the middle and high-end market and low-end market respectively, and the product category extended to underwear, sportswear and other fields.

Among them, Comptoir des Cotonniers, founded in southern France, is a pioneer brand in the light luxury market.

The target population also has a significant difference. The target group of g.u. is a more than 20 year old woman who focuses on avant-garde clothing while PLST targets men and women aged 30 to 35.

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< p > in other words, UNIQLO not only increases the size of the Chinese market, but also begins to expand the service crowd.

For H&M from Sweden, Germany is its largest overseas market. Its current overseas expansion focus is not only in China but also in North America and Europe.

From the brand point of view, H&M is still a single brand in China.

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< p > compared with the fast fashion brands from Europe and America, UNIQLO has always emphasized the basic functions of clothing: easy to wear, easy to match, more functional, not fashionable and avant-garde.

This makes it distinct from the European brand in terms of fashion elements, but also provides a basis for developing brand relevancy.

That's the popular saying of "wild clothes", which can be combined with a costly luxury clothing.

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< p > however, compared to < a href= "http://www.91se91.com/news/index_c.asp" > Zara < /a > parent company Inditex group introduces Massimo Dutti, Pull and and and independent stores like Q. it is more prudent for UNIQLO.

The four brands will be displayed in the "global store" in Shanghai's global flagship store.

Among them, g.u. is on the ground floor, the average selling price is three to 50% cheaper than that of UNIQLO. It is the first store opened outside Japan, and the other three brands are located on the first floor.

Different from other clothing groups' weakening of multi brands, the strategic purpose of UNIQLO's "package promotion" lies in the multi brand synergy driven by the main brand of UNIQLO.

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< p > in fact, for UNIQLO, which persists in its overall operation, the risk of such a radical expansion plan in the downturn of the economic cycle and the risk of putting four new brands into China can not be underestimated.

Pan Ning responded: "economic development has its cycle. Although China's economy is at a relatively low level in the past 30 years, we have great expectations for the Chinese market and the improvement of the Chinese people's future life."

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< p > industry believes that the confidence of UNIQLO stems from the importance of the consumption opportunities of the two or three tier cities in the future, and will take the two trends of the rise of e-commerce and the "shopping center fever".

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< p > since the second half of last year, there has been an upsurge in shopping centers all over the country, but the vacancy rate is also rising.

Shopping malls and department stores are shrinking, and fashion brands are just making up for the vacancies.

According to Chen Min, a commercial real estate consultant, the retail group with multiple product lines has great advantages over the current situation of shopping centers and department stores in China.

"As long as we seize the Inditex group, the bestsellers (including VERO MODA, ONLY, JACK&JONES, etc.) and several companies in the clothing and love group, the investment mission of a shopping center has been completed by 30%."

Chen Min said to this magazine.

In addition, it is generally believed that multi brand management can spread risks and bring more profits.

Ma Gang, a long-term observer of garment industry, believes that multi brand management is a good attempt to produce synergy.

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< p > in addition, a href= "http://www.91se91.com/news/index_c.asp" > UNIQLO < /a > opened online shop in China as early as 2009. It is the first fast fashion brand to enter Taobao platform.

Several years of online and offline synchronized development proved that UNIQLO's brand influence even exceeded their imagination.

According to the data of Taobao mall, 2/3 of the distribution of UNIQLO sales is from the areas where it has not yet opened. This means that today's information exchange is very convenient. UNIQLO brand's network pmission speed has exceeded the speed of display and dissemination of entity stores, and its potential in the Chinese market is huge.

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Less important than P, more importantly, the concentration of stores and expansion of the number of brands, for its future landing Hongkong capital market provides endorsement.

According to recent media reports, fast forward group will apply to the HKEx for listing on the way of submitting Hongkong HDR.

In this regard, UNIQLO did not make a positive response.

Insiders pointed out that listing in Hong Kong will help UNIQLO win financial support for expanding overseas markets, while increasing its popularity and influence in the Greater China market, thus occupying more market share.

It is reported that after its listing in Tokyo, XXX group has been listed in the United States and Germany.

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< p > through the expansion of scale and brand, UNIQLO hopes to build its own moat in the market competition.

Foreign garment brands have intensified their development strategy in the Chinese market in recent years, and competition is becoming increasingly fierce.

According to statistics of RET, Rui Yide, a commercial real estate agency in China, the number of seven brands including UNIQLO, H&M and Zara has more than 768 stores in mainland China.

The fast fashion brand Gap of the United States also announced the introduction of its brand Old Navy next year at the end of 8. It will also be located in Shanghai, and will open its first Gap store in Taipei.

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< p > the pressure bearers are obviously still busy with the Chinese clothing enterprises.

Garment industry observer Ma Gang believes that the fast fashion brands like UNIQLO will accelerate the expansion of stores in the three or four tier cities, and the sinking of this channel will have a great impact on domestic casual wear and sports brands.

Take Anta as an example. Its competitors are not necessarily Nike and Adidas. It is probably UNIQLO and H&M.

The consumption trend and consumption habits of domestic consumers have changed a lot. Before moving the sports brand into casual clothes, the crowd will soon migrate to the fast fashion category with fashionable and fair prices.

Ma Gang said.

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