UNIQLO Finally Thought Up And Asked, "Who Am I"?

UNIQLO China conducted a repositioning in 2006 under the leadership of CEO penning: from a mechanically copied Japanese market brand to a Chinese middle class, a brand that pfers advanced lifestyles, closes stores that are too small to fully display product lines, and opens a large flagship store to Tmall.

Nearly 10 years later, UNIQLO opened 80 to 100 stores a year, and Tmall and social networking data accumulated as a guide to new store opening. The product line was classified into three parts based on the overall R & D capability of the company: the basic fund for office workers, the UT and designer series, and functional technology products.

However, in an interview with business blogger BusinessofFashion, UNIQLO creative director Sheng Tian Hong Hong also said: the company's top priority is to let consumers understand what kind of company it is.

From the collocation manual showing the attitude of consumers' life to the weather forecast on Tmall's homepage, what prompted the change of the external image of UNIQLO? This sentence appears on the back cover of the 2015 spring and summer Handbook of UNIQLO, the cover is the name of this booklet: The Life Wear Book, in the upper right-hand corner of Logo, there is an explanation of this word: it is suitable for life.

At the end of 2013, UNIQLO changed Slogan from "making clothes to people" to "serving life". It looked as if it had completed the pition from subject to object. It was originally "I am a clothes maker for everyone". Now it has become "the clothes I make can make everyone dress up their own life".

The change, however, arouses little attention.

Looking at all the reports and comments on UNIQLO, the topic keywords are not different from 35 years ago: the media always represent the UT of the street trend (UNIQLO pformed the T-shirt into a cultural platform), the cooperation with the designer (from JilSander to the French supermodel Inesdela Fressange) and the added value of technology to clothing (yes, who else does not make light down?) let's talk about Heattech and AIRism!

The website once led an online survey involving more than 4000 participants, of which 25.3% thought that being cheap was the primary reason to purchase UNIQLO. Of course, 20.6% thought that "UNIQLO was originally beautiful". Most of the aesthetics was attributed to "simplicity".

The most important thing is cost performance.

UNIQLO is more practical and durable, compared with H&M and GAP, which also have low price routes.

In the 90 subsequent reviews of the survey, quite a few people mentioned Zara in the commentary. When we talked about Zara and UNIQLO together, the topic usually started around two points: why do people like the "waist less aesthetics" of UNIQLO? Another point is that Zara is still useless, so it's better to buy UNIQLO for cost-effective.

Get rid of this "high cost performance" single positioning, get rid of the comparison with other fast fashion competitors, and put more products under the brand concept of UNIQLO, which may be the reason why they put forward a seemingly awkward and ambitious concept.

LifeWear, of course, can be interpreted as the willingness of UNIQLO to serve the public, but the ambition of this company is like the bottom line of finding "UNIQLO" on the moon.

Wu Pinhui was hired as the chief marketing officer of Greater China in UNIQLO. It was just after the slogan of LifeWear, chairman, President and CEO of the fast selling group of the parent company.

But when she first came to the company, she saw a company dominated by goods and sales, despite her immediate supervisor.

Greater China CEO penning may develop a marketing strategy from the general direction, but in general, there is no strong executive team.

So UNIQLO is just running by the influence of stores. The reason for consumers to patronize is mostly because of products, and in fact, Wu Pinhui wants to be "because of the idea".

Wu has served as a senior marketing manager in Unilever Taiwan, Johnson China and Coca-Cola Greater China. She believes that if UNIQLO wants to become a first-class brand, it must have "first-class talents and first-class pattern". Only in this way can we create content and create brand impact.

"The most important thing is how we can show our brand to our customers, our company and our products.

I don't think we have done that yet.

We are working hard to expand our business and store network.

But at the same time, how can we convey our brand story and product story? I think this is the key.

When Katsuda said this, it was aimed at the US market, and China was of course the same.

So you will see "the UNIQLO on the moon" at the bottom of the booklet.

In fact, there are still a lot of words in front of this sentence, which says that the company was founded in 1984. At present, the world has covered 16 markets. "Whenever and wherever, UNIQLO is always there for people."

It sounds like a convenience store.

"What we all want to do is to show" what kind of person am I ", personal identity, personal values, and pragmatic, quality life.

Wu Pinhui explains the meaning behind LifeWear.

"UNIQLO's basic money is a lot of fun. In fact, we have to educate, or guide people how to wear, to express their own style.

This is an opportunity and a challenge.

Because for consumers in China, especially in the two or three tier cities, he may not have the idea to wear it.

Probably all

When talking about "lifestyle", it will adopt this form: just like the media, add the ideal, but no lack of real breath character into his Lookbook, let the person talk about his childhood, about the view of dress, about the feeling of color, but to the definition of "ego" and "life".

You will see this in IKEA's home Handbook, and you will see this in LifeWearBook of UNIQLO.

The photographer named NDChow seems to be talking about photos and travel, with a photo of a small quick dry POLO shirt next to him, priced at 149 yuan, and the food show host EdenGrinshpan appears to be talking about food.

Waistcoat tells you how comfortable it is for you to save your underwear, which is 149 yuan.

In the Tmall store of UNIQLO, a banner that updates the weather of users at any time is also added.

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