UNIQLO Wants To Expand Five Times In China In Seven Years To Rebuild A Japanese Market.

< p > regardless of the number of retail management teams in the expansion, the location of shops and the speed of rental, the quality of staff training and the supply chain system, the expansion difficulty is not only the operation management of single store, but also the high consistency of each shelf display. At the same time, so many stores are able to keep pace with the rapid expansion of China relative to the needs of China? No matter in busy downtown centers or quiet remote communities, when the UNIQLO can be seen everywhere in the streets, this never-ending machine still runs in China with high efficiency. < /p >
The world's largest flagship store, < p > a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > UNIQLO "/a", will arrive in Shanghai in September 30th. Some people jokingly call it "the flagship store of UNIQLO", which is by no means an empty name. The Huaihailu Road flagship store of uniqo is more than 8000 square meters in one to five floors, and the momentum has made the flagship shop of the Ginza in Tokyo and the flagship of the New York Fifth Avenue difficult to look back on. The flagship store in Yongxin, located in Huaihailu Road, used to be the site of two hundred Yongxin shopping malls, and hundreds of meters away from it was the first store in H&M, which had created a sales miracle of 2 million yuan a day. < /p >
< p > the flagship store's columns are packaged into LCD screens, and the commercials of different clothing theme areas are scrolled on the screen. This is like a clothing exhibition hall with a strong sense of technology. In the round transparent glass cover, the position of hundreds of models is stronger than that of the modeling model hung in the flagship store of Nanjing road. < /p >
Less than P, dizzy is not only the flagship store of UNIQLO, but also its speed of expansion. Especially in the past 2012 this year, the number of overseas stores increased by 115 to 292, and the biggest meritorious service was the Chinese market. By the end of July 2013, UNIQLO's total number of stores in China has reached 212, exceeding 131 of rival Zara, 148 of a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107107", "H&M /a", and 57 of GAP. < /p >
Less than P. Correspondingly, when UNIQLO stores expanded rapidly in China, the stock price of Tokyo XX parent company Xun marketing group also rose rapidly with the growth of Chinese stores. The stock price has risen by more than 57% since 2011, which is more prominent than the Nikkei index. For the founder of UNIQLO, Liu Jing Zheng, another exciting news is that its group's total sales in 2013 are expected to exceed one trillion yen for the first time. It is ambitious to set the next target: Sales of fast selling group reached five trillion yen in 2020 and five times in seven years, and the number of stores in UNIQLO China is expected to reach 1000, and also grow nearly five times. < /p >
< p > this time, Ryui Masa cast his stake in Shanghai, China. The latest LOGO on the UNIQLO paper bag has been printed on the "excellent Shanghai, new start" of the flagship store, including the four brands of Xun Marketing Group: GU, Comptoir des Contonnier, Princesse tam.tam and PLST. The multi brand strategy's entry into China shows that the Inditex group of xungang group and its old rival Zara will launch another war overseas. < /p >
< p > because the Japanese richest person thinks that the clothing company like GAP and other popular products of casual wear is the first generation private brand professional retailer (editors: in the country, what is the number of American Bon costumes, Lining and other companies that have super stocks), and the Zara and H&M that integrate the fashion elements are the second generation. Its clothing, fabric and clothing matching UNIQLO is the third generation. < /p >
< p > China has a self-evident position for it. Besides China, which is the largest overseas market of UNIQLO, it also takes up 90% of the production capacity of UNIQLO. Nearly 600 million products come from China every year, and over 500 thousand Chinese work hard for UNIQLO. Ryui Masa said: "half of UNIQLO's success depends on Chinese people." < /p >
< p > < strong > one wins, nine defeats < /strong > < /p >.
< p > how to expand rapidly in China? As the CEO of China in fast selling group, Pan Ning was entrusted with heavy responsibility. Ryui Masa needs to open 80 to 100 stores in China every year, and the expansion plan is very stressful. < /p >
< p > Pan Ning is an authentic Beijing native who has worked in UNIQLO for 18 years. At first, it was just an ordinary employee. At the beginning of its accession, UNIQLO was only a hundred stores in Japan, and then rapidly expanded to nearly 1000. From 100 stores to 1000 stores, what did Pan Ning learn from Ryui Masa? "The most important thing is rigour and diligence." He said to "Global Entrepreneur", "my boss is very dedicated, so many years ago, the richest man in Japan was not able to get enough money, but he came to the company earliest. So, I am also very hard to come to the company at six o'clock every day to attend a headquarter meeting with an hour lag. < /p >
When Pan Ning took over the Chinese market from the end of 2005, there were only 7 stores in Beijing. "At that time, the business performance was really bad. I closed two shops in P and put all my energy into the East China market." Pan Ning said to Global Entrepreneur. < /p >
In 2002, UNIQLO opened its first shop in Nanjing Road, Shanghai, in P. This is four to five years ahead of H&M and Zara's investment in the Chinese market, but it has yet to take the lead. At that time, UNIQLO was positioned as a "popular brand" in China, consistent with its position in the Japanese market. Liu Jing and the then head of the Chinese region, Lin Cheng, cater to this position to lower the price of UNIQLO. In order to lower the price, the products in China's market have been changed to the standard, making the gap between the product quality and the Japanese market obvious. These products that were sold at a low price have not been recognized by Chinese consumers. < /p >
Worse than P, UNIQLO was also bogged down in the price war with other casual wear brands. Until 2005, UNIQLO still did not make any profit in China. At this time, UNIQLO was successful in Hongkong market, and Pan Ning, the head of the company, was in danger of taking over the Chinese market. He began to rethink the brand positioning of UNIQLO in China. He believes that the public in Japan and the Chinese people are totally different concepts. The price difference between the two places is about 10 times. < /p >
< p > the Japanese public can almost be interpreted as a standard above the middle class in China. It happened to be < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > May 1 Golden Week < /a >, and Pan Ning unwittingly gained inspiration from a broadcast news. At that time, the news said that China's outbound population reached one hundred and fifty million people. He immediately associated with the business of UNIQLO, and thought that these one hundred and fifty million people represented the typical middle class of China. This is the target consumer group of UNIQLO. It will report the idea to the Japanese headquarters, causing a great shock. < /p >
< p > UNIQLO is a company that encourages innovation and change. As Ryui Masa advocated the "one win, nine defeats" business philosophy, it soon allowed Pan Ning to boldly put his ideas into practice. Luckily, the experiment was successful. < /p >
< p > 2006, Shanghai port Hui square was selected as the best shopping center in the country. Pan Ning hoped that a shop on the four floor of port Hui square would be a new starting point for the transformation of UNIQLO. The promise he made to customers at that time was that goods purchased in London and UNIQLO, Tokyo, could be bought in Hong Kong stores. Although prices have risen over the past, the quality and quality of products have been in line with international standards. < /p >
The cooperation of the designers of the P UT series is a refreshing brand for consumers, and a fashion kingdom created by UNIQLO with T-shirts is seen. Since then, UNIQLO has entered a period of rapid growth in China. Not only has the number of shops ranking first in this year, but also in the industry. At that time, Pan Ning stood at the front office of the Hong Kong Hui store and pointed to the shop. "I thought the Hong Kong Hui store was quite large, but now it is just a medium-sized shop." < /p >