The Secret Of UNIQLO'S Success

UNIQLO's entry into China is not smooth sailing.

Lost the wheat city.

Today, however, how does UNIQLO achieve counterattack? Apart from the core factors such as fast supply chain response and cheap commodity, the most intuitive reason may be to return to the first line shop -- greeting greetings from the shop assistants, the display of plastic models in the window, the folding and hanging display of clothes on the shelves, and the subtle lights and music in the store, each of which is just right, and in this most direct way, it can arouse consumers' shopping enthusiasm.

UNIQLO, the parent company of the international clothing brand, and Japan's FastRetailing group, will implement the "operation to meet customer needs and create customer needs" as the first of its 23 management concepts.

Public information shows that between September 2012 and August 2013, sales of XXX group reached 1 trillion and 143 billion yen, an increase of 23.1% over the same period last year, and for the first time in the history of the company, more than 1 trillion yen.

How can UNIQLO go off the market in China? How can it be counterattacked? In addition to the core factors such as fast supply chain response and cheap commodity, the most direct reason may be to return to the first line shop -- greeting greetings from shop assistants, the display of plastic models in the window, the folding and hanging display of clothes on the shelves, and the subtle lights and music in the store, each of which is considered to be right, and in this most direct way, the consumer's shopping enthusiasm is aroused.

Behind this is the large amount of calculation and repeated practice and improvement of UNIQLO over the years.

No details are right, but you still don't know the secrets hidden in the UNIQLO store.

Display

1. window display

The window display of UNIQLO has always been a delight to the industry.

When summer is approaching, in the Shanghai flagship store in Huaihailu Road, China, the theme of the window is the theme of the season.

The layout of the elements is bright and bright, and the props are all equipped with umbrellas, sun visor and so on.

The so-called "fast fashion" not only means the rapid response of the supply chain, but also an important implication is to lead the trend, educate consumers in advance, and display the next season's clothing match in the window space before the season comes.

Of course, this workload can not be underestimated.

There are more than 600 plastic models in the flagship store of UNIQLO, of which more than 300 are rotatable, and window displays need to be changed frequently, and the cycle usually does not exceed 1 and a half months.

In UNIQLO, the visual merchandising department is responsible for displaying the store, and the shelf display is led by the Department responsible for store layout.

Every month, the visual merchandising department at headquarters will issue the overall collocation instructions to the visual merchandising team in the store, which will carry out specific matching according to the instructions.

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2. order

After careful reflection, what attracted you to the shop of UNIQLO? What made you hang around in the store?

If the theme window shows that the commodity display of UNIQLO is first started outside the store, the second key to display is the entrance.

Under normal circumstances, fast fashion brands choose to make the entrance open and have a good view, while the clothing choice will place some hot season goods in the doorway, attracting customers first.

After entering the store, with the difference of route planning and category partition, consumers begin to unconsciously enter the "layout" of the brand.

It is worth noting that the display standards of several fast fashion brands are different. For example, ZARA adopts the theme zoning display, assembling different styles of clothes and accessories in the same area, avoiding the "mix up" of each other, and disharmony; while C&A is based on different lifestyles to carry out the scene partition, combining work, leisure, sports and other scenes with merchandise to facilitate targeted consumers shopping.

The store planning of UNIQLO reflects the principle of "efficiency".

The main partition method is "long channel + small lattice", which maximizes the use of the store space. The storage type display has both formed a rich image in the visual sense, and can also strengthen the brand positioning of "self purchase clothes".

At present, the commodity in UNIQLO store has covered the two seasons of summer and autumn. Therefore, from the entrance, elevator to the "long passageway" in the deep store, consumers see the order of goods from summer to autumn, from T-shirts, shirts and other tops to trousers.

While in

The layout of UNIQLO is arranged from shallow to deep, from cool color to warm color. The order can be specified as "red orange, beige, green, blue and violet", arranged in a spectral order from the entrance of the channel.

The pattern is displayed by monochromatic and wave dots to fringes. This is also the best way to match shopping behavior.

There is a special commodity that does not follow this principle: skirt or other clothes that are fashionable and need to be recommended.

One floor shop manager of Huaihailu Road store said that one of the principles of UNIQLO is "putting attractive products in the depths of the store, attracting customers to come in".

The same principle can be applied to the choice of cash register location: now do you know why clothing brands put the cash register in the depths of shops?

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3. display mode

Walk into any shop of UNIQLO, is it far from being caught by an entire T-shirt wall?

The PP (Point Of SalesPresentation) area of UNIQLO is the area where people's sight is concentrated when they enter the store, and is also the main display area of commodity selling points.

In order to make PP area refreshing and magnificent, UNIQLO tends to fold and uniformly arrange its regular color products.

Goods in the region are arranged in order from small to large in size from top to bottom, which has become a well-known fact.

But do you know the number of T-shirts on display stand?

The answer is 15.

Yes, it is so precise that it fills the shelves properly and facilitates the number of salesmen.

Compared with these basic or classic merchandising methods, UT UNIQLO T-Shirt, which displays art, music, movies, comics and other popular culture, is mainly displayed in color pattern, and display methods are mostly displayed.

So, have you ever felt that the clothes displayed in the UNIQLO store can be handed to you at any time, where is the secret?

According to the research on the natural law of human body and consumer behavior, there is a "gold display line" in the clothing industry, specifically referring to the shelf display space which is basically parallel to the level of human sight and 90-120 centimeters away from the ground.

The area is usually located on the second, third shelf of the shelf, which is the easiest to see and the easiest place to get the merchandise. So it is also regarded as the best display position.

UNIQLO has further refined this, adjusting the male "gold display line" to 85~140 cm, while the female is 75~130 cm, controlling the height of the clothes in the range, maximizing the human body function and reducing the discomfort.

After that, hang up the height of the display, and then talk about the distance between each piece of clothing.

When hanging key items such as silk dress, the salesmen will hang the clothes by 3 centimeters apart. The relatively sparse display will not only bring more refreshing effect, but also avoid the inventory pressure brought by the display.

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4. promotional tools

"Promotion" is indispensable to any fast fashion company, but in most cases, the brand will choose some indifferent promotional tools to assist consumers to "sell" sensitivities.

In this regard, the practice of UNIQLO is flexible and impartial.

In the store's POP (Point Of Purchase, selling advertisement) information pmission, UNIQLO will put the backplane about product introduction in each category partition, and introduce information about materials, design, version, matching, discount and so on.

Such an approach can not only enable consumers to understand and choose products more directly, but also maximize their self-service store shopping style.

What's more, these backboards can be installed on any shelves or counters, and can be flexibly adjusted to size. In order to ensure the tidiness of the store, the sales information can be delivered in time.

5. services

From customers entering shops to leaving, UNIQLO employees have four service words in turn.

When you enter the store, you are welcome to "please wait a moment" when inquiring about the product situation. The end of the enquiry "let you wait for a long time", leaving is "thank you, welcome to come again".

This is only the most basic stipulation. The salesmen will add more humanized services according to the actual situation.

For example, when customers enter the store, they greet "good morning" and "good afternoon" directly according to their time. Pay attention to people's credit card signatures and say "wish".