Do You Dare To Learn From The E-Commerce Game Of UNIQLO?

The electricity supplier has become the mainstream retail format. However, the flow of electricity in China is more and more concentrated in Tmall and Jingdong. UNIQLO enters Jingdong in the warehousing mode. It also means that the layout of e-commerce has occupied the core strategic fortress and can be proud of the crowd.

In the era of Chinese consumers buying the world, under the background of most of the factories in UNIQLO, China's clothing brands should ask themselves: why UNIQLO can seize the bonus period of Tmall and Jingdong's two platforms, and you are hesitant? Why did UNIQLO go directly to the Jingdong in warehousing mode while you are looking around?

It is clear that UNIQLO's clothing will enter the warehouse of Jingdong on a large scale. Jingdong opened up 10 thousand square meters of warehouse capacity for UNIQLO in Shanghai to support 1 million sets of clothing, which means that the distribution speed of UNIQLO on Jingdong platform will reach the level of that day.

This is much more confident than many domestic manufacturers. Many domestic manufacturers lack confidence in their business capabilities. Even if they can enhance their shopping experience, many brands are afraid to put large quantities of goods directly.

In several warehouses across the country, it is plain that the supply chain capability is not good.

Traditional manufacturers enter

Many manufacturers have designed electronic business or e-commerce brand to protect their offline channels and profit margins. However, UNIQLO adopts the same mode of online and offline, the same price and the same sales promotion mode. Instead of taking the offline line as a channel opposite and opposite to profit, it has become a retail channel as a whole.

In the end, I admire this very much.

This also shows that UNIQLO does not want to make its own merchandise planning management too complicated, because this will bring huge supply chain confusion, so UNIQLO can use efficient supply chain to make electricity suppliers and offline channels unified, avoid left-right hands, but improve their market share.

The layout mode of the electronic business of UNIQLO also verifies what Ryui Masa said. "UNIQLO is not a bargain." they did it. They only do themselves, not impetuous and not aggressive. This is what Chinese manufacturers need to learn.

Of course, with the mainstreaming of electricity consumption, Internet consumers are not only pursuing cheap goods as they used to be. Shopping experience is also part of the product. The core of online shopping experience is the quality of supply chain. Ryui Masa and Liu Qiangdong coincide at this point.

If you want to study UNIQLO or even go beyond UNIQLO, you should first understand the business ideas of UNIQLO, find out the core and practice internal skills, especially letting go, and focus on building your own SPA.

The e-commerce game of UNIQLO can be used for reference and imitation. The electricity supplier and the line are not the torn channels of life and death. Rather, people of different life styles prefer shopping scenes that they prefer.