Fast Fashion UNIQLO: A Basic Selling World

In 30 years, UNIQLO sells only one piece.

But it has sold Japan's largest clothing retailer, and its founder has been the richest man in Japan for four consecutive years since 2009.

In 2014, UNIQLO's overseas market revenue grew by 65% this year. The industry envied that its performance did not rise steadily, but do you know what it is doing?

How big is UNIQLO?

The world's top fourth fast fashion brands.

UNIQLO started from a hot winter sweater and became the largest clothing retailer in Japan. It became the world's fourth fastest fashion brand two years ago, ranking behind the Spanish fast fashion brand ZARA, the Swedish fast fashion brand H&M and the American fast fashion brand GAP.

According to the earnings report released by XXX group as of August 2014, UNIQLO now has 1464 stores worldwide, of which Japan accounts for more than half. China is Japan's largest overseas market, accounting for over 59% of 633 overseas stores in UNIQLO.

In 30 years, what has it done?

In 1999, the fleece sweater came out for a year.

Sold it to nearly 1/3 of the Japanese people and became the largest local clothing retailer and successfully entered the overseas market.

This is the biggest leap since the establishment of UNIQLO.

In 2005, UNIQLO changed the dark red of LOGO to pure red, and designed the world's first flagship store in New York. It confirmed the "full wall display" style of its store's momentum and opened its flagship store operation mode.

At the end of this year, the Chinese market, which had been losing money, had a turning point.

In 2007, the UT flagship store in Harajuku, Japan, the design of Misaki Sato's "canned T-shirt" made the T-shirt series get rid of the original "hypermarket" image and began to become fashionable.

It boasts "technology companies".

In 1998, fleece products were listed.

The fabric was monopolized by foreign manufacturers earlier, and the cost of imports was very high, and the normal price was 5900 yen.

UNIQLO has cooperated with fabric supplier Dongli, Japan to reduce the cost and sell it for 2900 yen.

In 1998, the original 6 million sales plan resulted in 8 million 500 thousand sales.

With such a great success, the next year, UNIQLO made 12 million sales plans, developed 15 colors in the same style, and at the same time, with a super low price of 1900 yuan as the main selling point, sold 26 million pieces in the winter of that year, and created Japan.

The miracle of history.

All along, from fleece, light down to Heattech, UNIQLO's "technology commercialization" path is to develop materials with high price and strong performance, but rarely used in daily life costumes, and develop it with materials suppliers to reduce costs and create a new market.

What does it depend on?

The efficiency of UNIQLO in the past 10 years is basically 1 million yen, and in 2001, the highest peak was about 1/3 of the apple retail store with the highest level of global efficiency. Now its Ping efficiency is basically the same as that of the US luxury brand Kate Spade.

This is pretty good for parity UNIQLO.

How does it depend on such a degree?

High cost performance, affordable, quality is not bad, taste is not low.

Subtract for design and focus on product functionality.

Hundreds of T-shirts are displayed on display, saving shop space, saving the energy of salesmen folding clothes, and bringing fresh feelings to customers.

Implementation of 500 square meters or more shop strategy.

The reaction is fast, that is, it takes about 1 months to generate goods from a idea.

Giving the store manager more power, the store manager can decide and adjust the order quantity according to the location and source of the store. He can also make independent decisions based on the display of goods, the way of store operation, and even the contents of advertising leaflets.

UNIQLO's customer center receives about 70 thousand feedback from customers every year.

According to the suggestion, the head office will continuously improve and develop products, such as adding certain models, colors or functions.

70% of the commodities are basic, and their SKU (minimum stock unit) is less than that of other garment enterprises.

Although SKU is not very large, UNIQLO has made deep development for each item: a jacket is often covered by round neck and V collar, full coverage of men, women, old and young; each SKU has at least 4-5 colors, and even in some of the basic sales items (such as long sleeved underwear, sports coat and pure colored socks), UNIQLO can even subdivide 50 colors.

Production tends to shift to developing countries, especially in East Asia.