Where Is The Reason For The Upsurge Of UNIQLO'S Performance?

Big shop not only promotes the brand image of UNIQLO, but also directly promotes sales.

Owning the brand of UNIQLO Fast Marketing Group The latest financial results show that in the first half of fiscal year 2015 (September 1, 2014 to February 28, 2015), the company's total revenue amounted to 949 billion 600 million yen, an increase of 24.2% over the same period last year, and the total profit of the parent company should be 104 billion 700 million yen (56.2% higher than the same period last year).

Over the past three years, a large number of Chinese clothing brands have been shrinking sales channels. They may close hundreds of stores in one year.

At the end of November 2013, UNIQLO had only 251 stores in China, and there were 41 stores in Taiwan, China.

By August 2014, the total number of UNIQLO stores in Greater China (including Mainland China, Hongkong, China and Taiwan) increased to 374. In less than a year, UNIQLO increased nearly 100 stores in Greater China.

Another point worth noting is that in the same period, UNIQLO increased only 187 stores in overseas markets outside Japan, accounting for nearly half of the increase in the Greater China region.

According to the fast marketing plan, there are plans to open about 80 to 100 new stores in China, Hongkong and Taiwan every year, and accelerate the opening of new stores in other parts of Asia to further expand the overseas UNIQLO business.

Apart from the large number of new stores, another prominent feature of UNIQLO stores is big. Previously, the flagship store of Shanghai Nanjing West Road UNIQLO amounted to about 3000 square meters. Insiders told reporters that Distribution channel The layout should vary from person to person, and some multinational brands are more flexible than Chinese brands.

In 2005, Uniqlo The strategy of "abandonment and construction" was adopted to replace the smaller and older stores with a store area of 1200 square meters ~3300 square meters. The sales area of UNIQLO stores in Japan is generally 800 to 1200 square meters, and the Chinese market also follows a similar strategy.

The big shop opened in the core business circle is striking and magnificent. However, for the strength of the clothing brand, it is not realistic to open a big shop and still want to make a lot of money.

By the end of August 31, 2014, the total sales area of UNIQLO reached about 1 million 310 thousand square meters, an increase of 117.4% over the same period last year. The sales volume per square metre was 832 thousand yen, or about 43 thousand yuan, an increase of 103.4% over the same period last year.

In contrast, a domestic clothing listed company has an annual income of only 10 thousand yuan / square meter, less than 1/4 of UNIQLO.

In the six months from September 1, 2014 to February 28, 2015, the gains and profits of UNIQLO overseas business were higher than expected, with the revenue growth of 345 billion 500 million yuan, 48.9% higher than the same period last year, while operating profit increased to 42 billion 800 million yen, an increase of 63.2% over the same period last year.

UNIQLO has no other source of income other than clothing. In 1984, the company opened the first old company of UNIQLO stores. 30 years later, it was like a new startup company. Its performance is still growing rapidly in two figures.