For Shoes, You May Lose The Market If You Design Short Boards.

< p > there have been media reports about a losing battle in positioning, which is about losing the position of beer catechu.

UNIQLO, the world's top fast fashion brand, has expanded its category but failed.

In April 2010, it began to announce its entry into the "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "sub sale business" in the name of "UNIQLOSHOES". In August, all the shoe selling related businesses went under the "CANDISH" brand.

In August 2011, due to the loss of 90 stores, the "CANDISH" brand disappeared and a small number of UNIQLO stores still had shoes for sale.

Why? In this paper, according to the "ZARA, H&M, MUJI all have shoes to sell, why do not sell UNIQLO?"

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< p > < strong > 1., the location of the battle < /strong > < /p >

< p > the reason is very simple: buying UNIQLO a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > people will choose shoes that are higher than UNIQLO brand and price.

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< p > the repeated use rate of shoes is much higher than that of clothes. How can the proportion of clothes and shoes in my wardrobe have 10:1?

If it's men, the number of shoes will be even less.

In addition, the relationship between the class and comfort of shoes is more closely related to clothing.

And once more expensive shoes are used, they will not return to the original level, but rather buy less.

Foot feeling is too powerful.

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Less than P, people who buy basic uniforms will be at the level of their leather shoes and new hundred Lun sports shoes.

How much do you want to sell the shoes of UNIQLO? It's too expensive to affect the whole price system, so you can't do that quality.

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< p > like the rich Chinese people who went abroad to grab LV bags, they did not see anyone who was mad at Chanel's suit.

LV the old flower bag can be used for 365 days. The quality can be memorable for many years, and it will never be out of date. It is almost the same price as the daily bag used in the domestic market brand.

Under the premise of not having so much money, it is always good for men to look at their waist, women to look at their bags, and invest in higher rate single products.

The purchase of UNIQLO shoes often becomes idle.

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< p > do you see that Muji shoes sell well? If UNIQLO makes shoes, it is no better than Muji level. Anyway, I will not buy it, even the real leather.

And the Muji category is more than UNIQLO, which is all inclusive. Many things flow very slowly (for example, his kitchen utensils seem to be very few people buying, not hanging there). If the goods store there does not affect the purpose of his "quick sale", and the Muji shop area is larger than UNIQLO, the smaller area should sell goods with higher turnover rate.

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"P" and "Zara" and "H&M", they are designed for sale, shoes and accessory are all things that strongly reflect design style, and women really need to buy goods for design (they have more women's clothes and more uniqo).

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P, accsesory of UNIQLO does not sell well, and shoes are not the same.

Excellent clothing is cheap and fine, accsesory price performance is not high, a scarf is sold to a single sweater price.

And the demand for basic accsesory doesn't have much demand for basic clothing -- many people will wear basic clothes and make some care machines on accessories. So, if it's a common or important accsesory, you can choose a higher brand, such as coach, usually with style, Taobao can do it.

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< p > by the way, why did the canvas shoes of every guest get a great success? Most of the consumers he captured were buying canvas shoes less than 100 yuan in small shoe stores in the residential area. For them, the customer design was closely followed by popularity, and the quality was too good. It was a brand that succeeded in replacing the goods in the batch market.

I bought a pair with the wind and never bought second pairs.

This consumer group will not add much value to customers.

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< p > < strong > 2., the short board is obviously < /strong > < /p >.

< p > UNIQLO did not sell shoes well.

Why is it not easy to say why shoes are not selling well? The design ability of UNIQLO's products is short board. The importance of buying shoes and clothes is also very different. Whether the brand appeal of the basic brand can be effective in shoes is hard to say whether it can fully play its core competitiveness of product quality, production, inventory and so on.

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< p > the result is that the shoe brand of UNIQLO did not erupt and shut down quickly.

Similarly, UNIQLO's accessory category has been very weak, and knows it, but it just doesn't do H&M, Forever21.

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The operation of the P (Fast Retailing group) Company (UNIQLO parent company) is very exaggerated. < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > there are few blind spots in the field. Even if the main brand of UNIQLO is not done, it will be completed through the acquisition.

Around 2003, there was a special selling brand of high-grade food.

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