Japan'S Fast Fashion Brand UNIQLO: Half Of Its Success Depends On Chinese People.

In the last year and a half, UNIQLO has opened 132 stores in China. In the past 11 years, the total number of stores in UNIQLO China is only 80. The number of new stores in the coming year will reach 80 to 100. In a short time, the number of stores in the Chinese market expanded 1.65 times, which means that the corresponding management difficulty growth is no more than that.

Regardless of the number of management teams in the retail business, the location and speed of the shops, the quality of staff training, or the supply chain system, it is difficult for them to expand their business regardless of the single store operation management or 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.

UNIQLO's largest flagship store in the world is coming to Shanghai in September 30th.

Some people jokingly call it "the flagship store of UNIQLO", which is by no means an empty name.

UNIQLO's flagship store in Huaihailu Road has an area of more than 8000 square meters from one to five floors. The momentum of the flagship store makes it difficult for Tokyo's flagship store in Ginza and New York Fifth Avenue flagship store to keep a close eye on it.

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.

Inside the flagship store, the columns are packaged into LCD screens, and the commercials on different screens are displayed on the screen. This is like a clothing exhibition hall with a strong sense of technology. In the round pparent glass cover, hundreds of models are in a much stronger visual impact than those in the flagship store of Nanjing road.

Dizzying 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.

As of July 2013, UNIQLO's total number of stores in China has reached 212, exceeding 131 of its competitors Zara, 148 of H&M and 57 of GAP.

Correspondingly, when UNIQLO stores expanded rapidly in China, the stock price of XXX group, a parent company of Tokyo stock exchange, also rose rapidly with the growth of Chinese stores. Since 2011, the stock price has risen by more than 57%, 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 nearly 1000 times.

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.

Because the Japanese richest person thinks that the clothing companies like GAP and other popular products of casual wear are the first generation of private brand professional retailers (editors: in the country, what are the most beautiful stores in the United States, such as American state dress, Lining and so on), while the Zara and H&M that integrate fashion elements are the second generation. Its clothing, fabric and clothing matching UNIQLO is the third generation.

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."

One win, nine defeats.

How to expand rapidly in China? As a fast selling group in China's CEO, 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.

Pan Ning is a native of Beijing. He has worked in UNIQLO for 18 years.

At first, it was just an ordinary clerk, at the beginning of joining, uniqo

Only 100 stores, then quickly 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 told reporters, "my boss is very dedicated, so many years ago, the richest man in Japan, he never had enough money, but every day he came to the company as early as possible.

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.

When Pan Ning took over the Chinese market from the end of 2005, there were only 7 Chinese stores in UNIQLO. "At that time, the business performance was really bad. I closed two Beijing stores and put all my energy into the East China market."

Pan Ning told reporters.

In 2002, UNIQLO officially entered the first shop in Nanjing Road, Shanghai.

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.

What is worse is that

Still trapped in the rest of the world.

In the quagmire of price war, UNIQLO did not make any profit in China until 2005.

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.

The Japanese public can almost explain the above standard of the middle class in China.

Just before the May 1 golden week, 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.

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.

In 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 pformation of UNIQLO.

At that time, he promised customers that the goods that the London and Tokyo uniqo could buy were available at the Hong Kong foreign exchange.

Although the price is higher than in the past, the quality of goods and goods is in line with the international standards.

The UT series of designers collaborated to refresh consumers and see a fashion kingdom made by UNIQLO with T-shirts.

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."