Market Exploration Of UNIQLO Brand Pformation

The depreciation of the Japanese yen and the rise of labor costs have made UNIQLO's price rise rather helpless.

But there are also insiders pointed out that the price hike must be the exploration of brand pformation, which is based on the fact that UNIQLO is complaining about the rise in costs, but the profit has not been significantly dragged down.

Fast marketing group reported that in September 2014 ~2015 February, the Japanese domestic sales of UNIQLO brand were 454 billion 500 million yen, up 12.1% over the same period last year.

Driven by the hot selling of warm underwear, light down garments, and core winter products such as sweater trousers, the discount promotion rate has decreased, which has raised the gross margin by 180 basis points.

Over the same period, international sales rose by 48.9% to 345 billion 500 million yen, with sales and profit growth in the Greater China region and South Korea exceeding the group's forecast level.

In the special period when the global consumer market stabilizes and recoveries, such performance is bright enough.

Because of its impressive sales performance, UNIQLO also has more capital to explore the possibility of more profits through the superposition of product lines.

Not long ago, UNIQLO announced that it would combine the personal brand Lemaire of Christophe Lemaire, the former Hermes art director, to launch a series of cooperation between men and women this autumn.

Christophe Lemaire studio director Sarah-Linh Tran said: "UNIQLO's brand concept is also Lemaire's view and philosophy of fashion, so we have been looking forward to working with UNIQLO."

The "hand in hand" with former Hermes art director will undoubtedly add color to the design of the product. Although the designer knows how to locate the price of the product, at least, the market strategy for UNIQLO to expand the product line is traceable.

Perhaps, just like Liu well, President and President of fast marketing group, adjusting prices is to create better quality.

Brand fans come from the same end

Whether it is

The forced behavior caused by the rise is still intended to pave the way for the brand pformation. For a mature international brand, the successive price rises need to have enough confidence.

Because once the price exceeds the scope of consumer acceptance, not only can not attract more attention through the new product line, it is likely to lose some of the loyal brand supporters.

In response, Yang Dayun analysis said: "UNIQLO before the price increase must be conducted research work.

Can consumers accept the price increase? How much is the scope?

In view of the brand's development status, it is stable.

Its market base.

And from its product positioning, even if the price increases 10%, the final price will not be unacceptable.

In the autumn and winter sales of new products in 2014,

For the first time, the overall price increase was implemented in the Japanese market, and the main price rose by about 5%. At the same time, the functionality and quality of the products such as underwear were also improved.

From the point of view of passenger volume and sales volume, customers are basically not lost.

Insiders pointed out that as consumers purchase UNIQLO consumers are more concerned about quality, so long as the final price of the product and its added value pairs and other relationships, consumers can still digest the price of products.

In addition, due to the Japanese government's economic stimulus measures, the wages of Japanese companies have increased, coupled with the fall in oil prices, the easing of consumer pressure has also contributed to the rise in purchasing power.

In the Chinese market, UNIQLO also has a stable group of consumers.

In a shop in UNIQLO, Chaoyang, Beijing, a female consumer is choosing basic underwear. In her view, UNIQLO is a practical "fast fashion" brand.

"Clothing is comfortable and simple, not just following the trend, but also more suitable for parents than other brands.

UNIQLO has more advantages, such as fleece coat, shirt, light feather down liner and so on.

If the price is reasonable, even if the price is the same as other brands, I will choose UNIQLO because of the trust in quality.