UNIQLO Withdrew From Jingdong For 3 Months And Then Closed.

UNIQLO's flagship store in Jingdong started at the end of January 2015 and opened in April. The preparatory period also lasted 3 months.

After 3 months, it finally opened and ended in 3 months.

In April 8th, Liu Qiangdong was

The Jingdong is in charge of the platform.

In the past 3 months or more, at 0:00 o'clock in July 20th, UNIQLO officially closed its flagship store in Jingdong.

"Through this period of operation, we found that there are still many aspects to be further explored and improved for this cooperation. Therefore, according to the strategic adjustment of fast Marketing Group on China's EC (e-commerce) business, and with the consent of Jingdong, we decided to terminate the current cooperation.

The cooperation between the two sides will be officially concluded by the end of July.

UNIQLO China responded to many questions about reporters' questions.

UNIQLO

The flagship store started at the end of January 2015 and opened in April, and the preparatory period lasted 3 months.

During the period, both sides completed a series of customization and pformation work from software to hardware in view of warehousing cooperation and business needs.

The Jingdong provided support for warehousing and distribution services for UNIQLO, and opened a 1 warehouse warehouse with 10000 square meters.

The two sides also indicated that they would soon achieve nationwide warehousing cooperation.

Jingdong has also become the first international clothing brand to enjoy Jingdong storage and distribution on Jingdong platform.

If placed in a physical store, the contrast will be more obvious.

Imagine that you have looked at a shop for 3 months from signing up to decoration, and finally opened, and then closed 3 months later.

Jingdong has high hopes for UNIQLO, and developing clothing category is an important strategy for Jingdong this year.

Now, UNIQLO's withdrawal from Jingdong is no easy task.

It left behind these puzzling questions:

Is the business time 1 months or 3 months?

On the specific business hours of UNIQLO Jingdong flagship store, the two sides did not agree.

UNIQLO told reporters that UNIQLO Jingdong official flagship store actually operated for 1 months.

But the Jingdong said that it was 3 months, "we can confirm that, as at the end of the shop, all the goods sold inside the shop can be purchased and distributed normally."

About sales volume, why is the caliber of the two sides inconsistent?

For the three months' performance of UNIQLO in Jingdong, Jingdong gave the view that "sales in the first month of the store is two times the expected target".

But in a Reuters interview, a spokesman for Japan's fast marketing group said, "after three months of trial operation, UNIQLO believes that setting up a store in Jingdong is not in conformity with the overall e-commerce strategy of UNIQLO in China.

During the trial operation, UNIQLO realized that one step back is the best choice.

She refused to disclose the e-commerce strategy of UNIQLO and the specific performance of UNIQLO in Jingdong.

Did UNIQLO store at Jingdong's flagship store start off?

According to some consumers' feedback, UNIQLO Jingdong flagship store is out of stock very seriously, "has been out of stock, what to buy nothing".

If the Jingdong did provide guarantee for warehousing and logistics for UNIQLO in accordance with its commitment, one possible explanation is that there is insufficient distribution in UNIQLO, or less after 1 months of operation.

In fact, inheriting the tradition of Japanese enterprises, the operation of UNIQLO online has been meticulous.

A similar precedent is UNIQLO's lack of stock in Tmall's "double 11".

"Double 11" activities, UNIQLO is the fastest turnover volume of 1000 clothing brand, why the lack of stamina? Because of insufficient stock.

Why is it not well stocked? It is because there are not many commodities that meet the requirements of activity discount at the same time and do not seriously affect gross margins, and any enterprise with negative margins is unwilling to do so.

Hu Guoxun, Minister of EC of the UNIQLO Univ (e-commerce), revealed last year when interviewed.

For Japanese companies with smart accounts, if revenue is not up to expectations, timely stops are also reasonable. For physical stores, UNIQLO is also an attitude like this: "if business is not in place, we are still resolute and resolute, and closing the store is also one of the measures."

Why did Jingdong fail to retain UNIQLO because of its exclusive storage and logistics services for UNIQLO?

The Jingdong has provided the service support from warehousing to distribution for UNIQLO's official flagship store. It also opened up the exclusive warehouse in Shanghai. The warehouse capacity of 10 thousand square meters is the largest to support the inventory of 1 million sets of clothing.

At that time, the two sides said that they would soon achieve nationwide warehousing cooperation.

UNIQLO has become the first international clothing brand to enjoy Jingdong storage and distribution on the Jingdong platform.

At that time, Jingdong clothing business related responsible person told reporters that UNIQLO used the FBP mode (that is, warehousing + Jingdong distribution).

Corresponding to this, Gap and other brands in the Jingdong before the adoption of the SOP+COD model, that is, warehousing, distribution are business independent business, consumers if they need to enjoy the goods to pay, can choose Jingdong express delivery service.

It can be seen that the treatment provided by the Jingdong for the uniqo is good enough.

Logistics is also the biggest advantage of Jingdong, but clothing is a lower category in terms of timeliness.

In addition, compared with other brands, UNIQLO online stores pay special attention to fast sales, and the discount rate of products in the season is faster than that of similar products.

The average turnover time of UNIQLO average stock is 83.72 days.

More than half.

Super warehouses may not be as attractive as UNIQLO.

What support did Tmall provide for the flagship store of UNIQLO?

In the 2009 year of the year, when UNIQLO entered Tmall (also known as Taobao mall), Taobao also provided huge support.

For example, at that time, many of Taobao's needs were unable to dock with UNIQLO, and found a pile of technology to directly write the code development background. At that time, it also gave UNIQLO a very high level.

Clothing is the most advantageous category of Tmall. The accumulation of user consumption data has guided the operation of UNIQLO China's official website and its investment and operation plan in China (including physical distribution, supply chain pformation).

In terms of consumer basic data, Jingdong is still unable to do so.

Did Tmall put pressure on UNIQLO?

Jingdong logistics is faster, and the price of the postage is reduced to 79 yuan. Many people can't figure out why UNIQLO quit.

"UNIQLO quit the Jingdong, which was already a matter of certainty when it opened just 4 months ago.

There is no reason for it. Costumes are the dominant category of Tmall. UNIQLO is one of the most successful businesses on the platform. The Jingdong has lost its momentum and will have many subsequent effects when it is abducted by the Jingdong.

Since then, Tmall has been cooperating with the brand in exclusive exclusive agreements.

This is the speech of an anonymous user.

This may also represent a lot of speculation. When reporters contacted Tmall, their attitude towards the matter was not easy, but rather a little nervous.

It is entirely possible for independent brand like UNIQLO to be independent.

Has Tmall been skipped by brands?

Tmall told reporters that Tmall has also been played by the brand, and has been trial run, because many international brands enter the Chinese e-commerce platform, first of all, we need to see the data of the Chinese market, and we need to test the water.

"For example, when coach went into Tmall, he found that he bought too many people on Taobao. He thought the cake was too big and tried to bite it."

Later, he opened a shop with Tmall, and found that the pricing strategy and operation ideas were not perfect enough.

For UNIQLO, there is no need to take the Jingdong as the test water. The more possibility is whether the operation of Tmall can be copied to other electronic business platforms.

What is China's e-commerce strategy in UNIQLO?

UNIQLO has entered the Chinese market for 13 years. In the three quarter of the 2015 fiscal year, Greater China revenue rose 42.5%, operating profit increased 25.2%; the first nine months of revenue were 4818 billion yen, an annual increase of 47%, operating profit increased 55% to 51 billion 900 million yen, higher than group expectations.

At present, UNIQLO has 814 stores in Japan, and 767 stores outside the country, including 442 in Greater China.

The Chinese market is very important for UNIQLO.

Unlike many brands that do big online marketing efforts, UNIQLO's online marketing costs are tightly controlled.

UNIQLO EC (e-commerce) minister Hu Guoxun has revealed that UNIQLO's daily through train costs can't exceed 1000 yuan, plus the cost of drilling and opening every month can not exceed 100 thousand yuan.

UNIQLO has always been "low-key" on the e-commerce platform.

For example, UNIQLO did not participate in activities outside the "double 11" in Tmall. Even "double 11" only started in 2012. (UNIQLO entered Tmall in 2009, and "double 11" also appeared in 2009).

When UNIQLO entered Jingdong's news release week, UNIQLO asked Jingdong to reduce public relations publicity so as to achieve channel balance.

In an interview in March 2014, Pan Ning, the senior executive vice president of global marketing group and the CEO 20%-30% of Greater China, said that online sales accounted for about 6% of the overall sales of UNIQLO China, but the proportion in the future will be expected to increase to CEO.

UNIQLO said that the adjustment will not affect the importance and confidence of UNIQLO on online development.

Will UNIQLO break away from Tmall and develop its own independent e-commerce platform?

Every brand wants to put its eggs in its own basket, and users want to have their own data and traffic.

So, is it possible for UNIQLO to leave Tmall and build its own doors in the future?

At present, UNIQLO is hard to get away from Tmall, because it has been tied up with Tmall after entering the Chinese market.

Before entering the Jingdong, the main battleground of UNIQLO has been Tmall, even the official website is built by Ali and directly connected with Tmall flagship store.

Customers in the official website order, you need to log in to Taobao ID first, official website and Tmall store share Taobao's technology background.

The flow of UNIQLO App is also directed at Tmall stores and offline stores.

In contrast, the cost of developing the official website is too high.

UNIQLO does not need to get away from Tmall's largest traffic entry and consumption habits.

Why did UNIQLO quit Jingdong?

In the first quarter of 2015, Jingdong reported that the total volume of non 3C commodities (daily commodities and other commodities) accounted for 49.4% of the total paction volume from the same period last year to 49.4%, which was equal to that of 3C products in the total volume of 878 billion yuan (GMV) in the current quarter.

In the pition from Jingdong to 3C, clothing is one of the most important areas.

In the first quarter of this year, Jingdong's clothing business grew by more than 180% over the same period last year.

But it may be more difficult to do fashion than Jingdong imagined.

Jingdong, founded by 3C, has no clothing gene itself.

Many people also have the inertia psychology of "Jingdong is not a place to buy clothes", just like most people are not used to buying appliances in Tmall.

Xin Li Jun, the head of Jingdong's open platform, was born in engineering and has served in Hard Suits Inc for many years.

Even Liu Qiangdong and milk tea sister are often rated as "dressed in rustic".

Although it is hard to say that there is any connection between this and Jingdong's clothing, but from the point of view of brand tonality, Jingdong is far from fashion.

In addition, Jingdong, which started with 3C products, mostly accumulated male users, though it has changed after the development of integrated e-commerce.

But judging from the Jingdong's top 618 promotions, the best sellers are 3C products such as mobile phones.

Most men buy clothes less frequently than women.

What is the impact of this incident on Jingdong?

UNIQLO was once a brand that Jingdong placed high hopes on, which can be seen from the provision of exclusive storage and Liu Qiangdong's personal platform.

At present, the Jingdong clothing city has more than 3.8 merchants, of which more than 60% of the famous clothing brands are flagship stores.

Despite nearly a hundred years of GAP, New Balance, Levi 's, Samsonite, Hugo Boss, Sephora and so on, hundreds of internationally renowned brands have entered Jingdong, but UNIQLO is still one of the heavyweight brands.

Losing such a brand of appeal may increase resistance to subsequent negotiations.

The impact of this on UNIQLO?

For UNIQLO, repeated in the short term is not a good thing.

After all, this is the flagship store of a big electronic business platform, which is equivalent to a promise to consumers.

Losing goods and closing stores will bring negative brand impression to consumers.

Of course, UNIQLO said that they would try their best to solve the problem of after-sales service from Jingdong.

But the problem may not be that simple.

Finally, is it related to the "fitting room" incident?

No