Revealing The Secret Of The Regeneration Of "UNIQLO"

< p > here the world is < a href= "http://www.91se91.com/" target= "_blank" > dress < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/".

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"P" recently, the Japanese "wave paranoid" artist Kusama Yayoi and UNIQLO jointly launched the UT listing.

The cooperation is part of the "SPRZ NY" series launched by UNIQLO and the New York Museum of modern art (MoMA).

As far as I can see from the online UT design of weeds, I don't like it at all.

Similarly, the art lovers who claimed to have received some glitzy beauty and extreme sense of future in the arrangement of the waves in the mother-in-law's mother-in-law were also unable to understand the mood of a typical phobia patient: big and small waves were twisted like a spreading virus. The pumpkin full of waves is one of the most terrible things in the world.

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< p > terrible is more than wave point.

In May of this year, UNIQLO worked with LINE, Japan's communications application, to make Brown bear and Cony rabbit go to UT and jointly sell Meng.

It's all over.

UNIQLO then invited Yamaguchi Yuko, the original author of Hello Kitty, to arrange the Kitty cat and Melody rabbit to embrace together, and to achieve the 2014 spring and summer UT main pattern.

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< p > Brown bear Cony rabbit, Kitty cat holding Melody rabbit...

Can the graffiti master fall in love with the weeds in the grass? The only thing I can be sure of is that I will not buy a UT.

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< p > < strong > fast Knights Warrior - the secret of the rebirth of UNIQLO /strong < /p >

< p > as a Tsing BA's female Wen Qing, the reason why a UT doesn't buy is super simple: 1. coincidence degree is too high, easy to bump into a shirt; 2., the design is too childish, even feel like blushing when wearing household clothes; the 3. version of white T is the most beautiful T-shirt in the world, not one of them.

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< p > so even if UNIQLO claimed that UT was popular in 2014, such as "a few hours after being listed, it was snapped up by a lot of stores, and many stores quickly broke down" and so on. The news came to the conclusion that TVBA girl vowed not to buy a UT in her life, which is just like the so-called "life principle" which is neither dull nor firm.

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< p > of course, some of them do not buy UT accounts. For Japan's richest man, Ryui Masa, President of UNIQLO, like a dust floating in the universe, there is nothing worth saying.

As one of the fast fashion brands in the world, UT is the most representative clothing type of UNIQLO, and is also an important carrier to carry out the culture of UNIQLO. It is described in the language of "special road", "all the way witnessed the growth of UNIQLO".

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In 1984, Ryui Masa founded P, a small clothing store selling Western-style clothes. After that, she first introduced hypermarket style clothing sales to Japan and won fame.

In fact, as early as 2001, UNIQLO had entered the Chinese market, positioning is "popular" leisure "a href=" http://www.91se91.com/ "target=" _blank "> dress" /a "- to know, at that time, the most popular" popular "casual dress in mainland China is still the three giants of Baleno, Giordano and JEANSWEST, which are showing signs of weakness.

UNIQLO, which is deeply involved in price war, has chosen to abandon fabric and design advantages wrongly, and is forced to withdraw.

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In P, 2005, UNIQLO experienced a simultaneous contraction in Europe and the United States and Asia, and sales and visibility plummeted.

President Liu Jing replaced Tamatsuka Shimotochi, the then president, and started the road of revitalization of UNIQLO (which omitted some internal battles). At this time, the most important figure appeared quietly: < /p >

< p > Misaki Sato Cox and Japanese design people send the elegant "fast Knights warrior" almost never to laugh. They are famous for their advertising creativity and symbolic depth of cleanliness.

After watching a televised interview with Misaki Sato and Ryui Masa, he decided to see this person. No one knows "/p".

< p > What did they talk about? Everything is as restrained and mysterious as the afterglow of "dusk".

Shortly afterwards, the Knights of fast knit were recruited as creative director of UNIQLO.

The two men who were 16 years old and the same as Aquarius began the journey of cooperation.

The following is a picture reproduction of YY (a real record): < /p >

< p > quick Knights (with a tight brow and a sway of a sword): UNIQLO brand is like a media, there must be something that only UNIQLO can do.

What is it? < /p >

< p > Liu Jing Zheng (with a solemn face, slowly combing all the merchandise like pet pet) slowly replied, "that's the T-shirt."

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After P, the rebirth of the fast Knights brought UNIQLO's rebirth, including the unique fonts of UNIQLO, the establishment of UNIQLO's abnormal display of goods, the help of UNIQLO to test the American market again (the first time also ended in 2001), the establishment of the R&D center in Tokyo, New York, Paris and Milan, and the collection of information on the latest trends, customer needs, lifestyle and fabric usage; the establishment of departments responsible for the selection and purchase of music copyrights in shops; and, most importantly, the integration of T-shirts and fashion culture, and the integration of marketing into the most representative commercial selling mode of UNIQLO.

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< p > 2009, UNIQLO began to launch UT series products, positioning is "UNIQLO and global a href=" http://www.91se91.com/ "target=" _blank "> designer" /a "and the artists together with the design of T-shirt collection.

Under the premise of not having a world-renowned product designer, with the help of the artist's design of UT, under the so-called multicultural signboard, UNIQLO "cunningly" promoted its brand value.

In the second half of 2008, UNIQLO rebuilt its momentum and entered the mainland market for the second time.

Pan Ning, then general manager of China region, believes that the UT which was popular in 2008 is the second important node of UNIQLO's success.

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< p > to the end of the 2014 Wimbledon men's singles final, Djokovic's red tennis UNIQLO logo white Tennis uniform has also surprised many people. Every time this series of tennis clothing is launched, it will be snapped up in the official website of UNIQLO and flagship store.

In tennis, which represents the middle class movement, tennis players have been robbed of Giordano from the heavyweight brands such as Mercedes Benz and Rolex.

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< p > up to this point, Misaki Sato can be found in UNIQLO, just as the original research is in Muji.

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< p > < strong > +J series - embarrassment of fast fashion < /strong > /p >

< p > no UT will buy it, but I bought 4 identical UNIQLO white T: 69 yuan per piece.

Such a white T-shirt can be used to match jeans, whether it's narrow skinny jeans or boyfriend style. It can also build a simple homespun in the 80s of the last century with a pair of flat bottomed shoes with a broad legged pants. A hold bag that costs 2000 yuan can also be used in harmony with a few dollars of environmental bags. The premise is to have 30 sit ups every day and eliminate the small belly.

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< p > compared with Zara, H&M and Gap, as a fashion brand in the fast fashion, this is what I believe is success and greatness: a Hello Kitty printed UT can satisfy the little girl's pink dream, and a white T with no logo can also make the girl feel shy.

For the real Guangzhou people, the latter is even more important.

This is why, whenever I see the literary and artistic expressions of young people who are envious of Guangzhou's literary and artistic life, I will silently reflect on what is known as "happiness in the body of happiness".

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< p > it's really too low. When I go to Guangzhou fashion landmark, Tai Gu Hui, I eat spicy hot pot when I eat the spicy hot pot, then I will browse the fashion landmark in the fashion landmark.

Think of it, chubby lotus seeds, potato chips and Flammulina velutipes, entering a dark cave like place, and shuttling in a commodity with the exception of the new long skirt priced at 3500 yuan and a Yamamoto Teruji sub card "Ys" canvas priced at 2500 yuan, how can I not be confused and confused: how many copies of manuscripts can I read in order to buy the cheapest single item? < /p >

< p >, so I often choose another type of literature and art aunt path: first go to Tianhe's Guangzhou book center.

It is cold all over the year like the meat factory; staff wear dirty glove all year round, quietly finishing the scrambled bookshelves; children and adults share equally each rare space, or sit or lie down or lie down, and pose at random; each floor stands the most difficult query machine in the world; even with the inquiry machine, it often fails to find the desired book.

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< p > but it is in such a place where only books can concentrate on buying books.

After buying the book, it passed through the back door of the book center, about 10 meters away. It was the flagship store of Southern China which opened just at the end of March this year.

This spring, UNIQLO and French fashion icon Ina Delaflasan hot (Ines de la Fressange) jointly launched a series of leisure series to make Liu Ba Wen green heart happy, such as the dark green long windbreaker, such as the blue bottom white striped shirt skirt - during the payment period, I want to start the 2009 UNIQLO and the German minimalist female designer Jil Sander launched +J series.

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The natural comfortable land color, the exquisite stereoscopic cutting, the high daily hunting coat, the soft collar long coat and the waist down feather garment, at UNIQLO, can be bought at the price of 1/10, a design of Jil Sander. In the second year, the global flagship store of UNIQLO, Nanjing West Road, Shanghai opened, and I still remember clearly that the shelves in the flagship store were almost all in a mess after the new season of +J was released. Basically, all the medium and small styles were swept away at the first time, and the large ones were snatched away a bit. < p

< p > autumn and winter 2011. After the last season +J was launched, cooperation ceased.

In the legend, Jil Sander, who has a bad temper, can not endure the way of "quick sale" of UNIQLO. It even outraged that UNIQLO had published +J leaflets to promote +J in newspapers. People familiar with Japanese retail industry know that this is the most conventional way of selling. Since the overall sales strategy of +J is excellent, it must abide by the rules of post industrial society.

To some extent, this explains why UT has long sales and +J has only 3 years of experience.

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"P", which is the common embarrassment of Jil Sander and uniqo, is also the embarrassment of all fast fashion brands in the global environment.

It is said that in November 6th this year, H&M will launch a joint series with the Chinese American designer Alexander Wang, a Chinese American designer - to see that Mr. Wang, who has half the obstinacy of Jil Sander, will collapse because of his numerous threads in his own design.

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< p > < strong > UNIQLO in China: adjusted middle class positioning < /strong > < /p >

< p > remember the micro-blog of a big fire during the Spring Festival last year. "New Year's day, no matter how often it is loaded with more international, more high-end, more atmosphere and more unusual, this time must go back to Zhai Zhai! Back to the village! Go back to the village! Go through the dirt road, cross the ditch, step into the pond, return to the six aunt's embrace! The name also needs to be from Kenny, Christina, Daisy......

Turn into iron egg, two dog son, big hair, carrot head, sweet potato, Tu Niu...

In China's vast two or three line cities, they are leading their parents to the "UNIQLO" - in the eyes of the previous generation who can not buy online, nowadays, the sales of < a href= "http://www.91se91.com/" target= "_blank" > clothes "/a" are all frightening to death. Zara and H&M are all fashionable products of young people, only UNIQLO, at the same time, they meet the needs of the three generation of middle aged and young people. The most important ones are: moderate price, not falling down -- small name brand!

< p > "little name card" shows roughly the Chinese positioning of UNIQLO: the middle class that is required for life and clothing.

Pan Ning, general manager of UNIQLO China, described the ideal customer in detail: "the monthly salary is more than 5000 yuan.

This crowd has the desire to consume, not only for clothing, but also for all kinds of information, and has its own ideas and pursuits.

Through their own change, we can bring about the growth of the so-called mass population.

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< p > in Japan, UNIQLO is already a national brand with a coverage of up to 90%, and its popularity is very high. It is said that every three Japanese people own a cashmere velvet jacket of UNIQLO.

In this year's great drama "Chuan Duan detective agency", a sex worker who came to provide a service met a strange guest. He asked her to put on her own clothes.

Sex workers take it for granted that it must be a small nurse dress or a night show, but when she takes off her lace skirt, she finds out that the customer is only a striped T-shirt and a pair of jeans.

When she changed her clothes, she was surprised to find herself shaking herself into a Japanese Basic housewife. The costumes provided by the guests were coming from UNIQLO.

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< p > comparing the positioning of UNIQLO in China and Japan is an interesting thing.

The difference in social structure between the two countries determines the definition of the middle class that is very different.

To a certain extent, the structure of Chinese social strata that has changed quietly has made UNIQLO.

When it first entered the Chinese market in 2001, < /p >

< p > UNIQLO copied the concept of "popular brand" in Japan. However, the market was far from mature, so the situation of higher price was unavoidable. At last, the mire of price war was unable to extricate itself. However, after the second comeback to China, it adjusted its position intelligently, and the Chinese social stratum was also changing.

The changes of both sides have made today's UNIQLO.

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