UNIQLO Intends To Break Through Thousands Of Stores In China In 2020

China is the second largest clothing market in the world after the United States. After European and American clothing brands such as LEE and ZARA have entered the shopping cart for domestic young consumers, few brands in neighboring Japan are popular in the domestic mass market.

UNIQLO entered China in September 2002, four or five years earlier than its rival ZARA and H&M. So far, more than 200 stores have been opened in 48 cities across the country, and all of them are direct stores. Among them, from 100th stores to 200 stores, UNIQLO spent only a year and a half.

Previously there media The survey of clothing in the Asian brand survey shows that UNIQLO's "goodwill", "awareness" and "purchase intention" in China are the top brands such as H&M, and UNIQLO's business in China (including Hongkong and Taiwan) shows strong momentum.

In recent years, UNIQLO has maintained a net growth rate of 10 stores a year in Japan and 150-200 overseas stores. In this fiscal year, China has added 80 stores to China, with more than 300 stores in total. China has become the premier market for UNIQLO to open overseas stores.

However, since 2006, UNIQLO's leading edge has been shrinking year by year. In 2011, ZARA officially reached 100 stores in China and equalled UNIQLO. This has a huge impact on UNIQLO, which has more than half of overseas revenue in China.

Pan Ning, senior executive director of China's group, led by UNIQLO, said that UNIQLO's high quality goods and hospitality services in Japan have won the support of Chinese consumers.

However, UNIQLO's most powerful product is from the product design and production to the final sales link, all of which are controlled by the supply chain system. From the fabric planning, merchandising, sales planning, production planning to sales process, the product cycle of this set of recycling systems is only 18 weeks, which is far from the fast fashion companies in China.

On the other hand, UNIQLO is also take into account The Chinese mood toward Japan. Since three years ago, the Japanese katakana logo has been specifically cancelled. As for the appearance and layout of stores, UNIQLO hopes to seize the hearts of Chinese consumers through Japanese style high quality goods and hospitality while playing down the image of "Japan". In China, the shop network will be expanded to all parts of the country with the speed of employing about 1000 people and opening 80-100 stores each year. In order to achieve this goal, Liu Chi Jing, the president and President of Japan's fast marketing group, and the director of the Japanese fast marketing group, who runs the UNIQLO group, is striving to further expand its business in order to achieve this goal. "1000 stores in China in 2020".

Shoe clothing commentator Ma Gang analysis thinks high quality It has brought a lot of passenger flow to UNIQLO, but its low price has limited its profits. Moreover, UNIQLO's clothing is not entirely fashionable. Compared with ZARA and H&M, its popularity is far from enough.