UNIQLO'S Retreat Is All Well Prepared.

This article tells you that UNIQLO exit is just the beginning. clothing The market is tight.

Recently, the clothing summit held at the conference held a half dozen of the top executives of clothing companies. Hector, attachments, bestsellers, and other brand representatives came to power one after another and announced their participation in the strategic partnership camp.

The new clothing alliance has made the industry nervous: in addition to signing a strategic cooperation agreement with the 160 clothing brands, the company also won the exclusive right to cooperate with more than 20 brands such as Timberland, E LAND, TEENIE WEENIE and Inditex group.

Since its establishment in 2003, the consumer has been able to find more than 70 thousand brands on the market. Zhang Jianfeng, President of China retail business group, said that clothing is the first category.

Over the years, a total of 350 million independent buyers have been trading on the market in 2014, thanks to the large number of users accumulated by clothing.

The clothing electricity supplier is in the fast growing stage. According to the data from the quarterly monitoring report of China's B2C market in the first quarter of 2015, the first quarter of the Chinese market in the first quarter of 2015, the clothing trade scale of the Chinese B2C market reached 120 billion 540 million yuan, an increase of 54.1% over the same period last year, of which China accounted for nearly 70% of the market share.

However, clothing business has never been short of competitors, and began to grow in the self run mode three years ago, and began to strengthen the third party support and speed up the pace of platform. Since 2014, the open platform has clearly classified clothing as the key direction, and has also held many "new fashion show". In August 7th, the company announced a new restructuring of the Ministry of Commerce, and set up a clothing and home business department separately. Up to now, the "clothing city" has more than 3.8 merchants, including HUGO BOSS, GAP, Levi's, Lacoste, as well as Vero, Moda and other brands in the top sales.

In April this year, Japan's fast fashion brand UNIQLO announced its presence in the mall. For the company, with the proportion of non 3C products reaching 50% and non proprietary trading volume approaching half, the introduction of famous consumer brands like UNIQLO is crucial to enhancing brand image and user experience.

But don't forget the significance of UNIQLO.

In 2009, at the time, it was the first international brand, and it was UNIQLO. Subsequently, Forever, 21, Gap and other fast fashion brands continued to enter. Today, UNIQLO ranks the top ten in the annual "double 11" sales day sales list. On the day of 2014, UNIQLO's total turnover exceeded 260 million yuan, ranking fifth in the flagship store and the flagship store in the whole category.

This has already been in close contact with the Confederation of electronic commerce Carnival and genuine fake, and the clothing brand has become an important resource for the two platforms to compete. To sign more than 160 strategic cooperative brands at one stroke, to some extent, can also be seen as building a firewall to ensure the absolute superiority of the garment industry.

For brands, the biggest advantage of entering the company is the huge amount of traffic that the official website can not match, and the two is the massive data generated by buying behavior.

In addition, it will help clothing brands build official websites or build flagship stores into "official website". Starting from April this year, Li Shujun, the director of the fashion apparel category, said: "if we turn to online sales, backstage technology and other issues to Alibaba, we can reduce the manpower input of the e-commerce department and devote more effort to improving the efficiency of the entity store."

In some cases, it is true that UNIQLO has only 3 people in its own electricity sector when it achieves 100 million sales. You can imagine that the "contracting" service makes the enterprises that taste the sweetness go closer and closer to themselves.

Every time a new brand enters the platform, it will guide traffic for them. The company itself is an electronic business platform plus promotion agencies. The so-called traffic guidance means include page location, use of red packets, arrangement of data for commodities, recommended purchase, labels, etc.

However, after signing a strategic cooperation agreement or exclusive exclusive agreement, the brand can get more resources, and the "hidden customer program" is one of them.

"Through Ali big data intelligent algorithm model to screen potential customers who have the tendency to purchase the brand, and achieve the purchase and transformation of the hidden customers, this will effectively improve the volume of turnover." Ding Ding explained at the summit. At present, the strategic partners of GAP, Taiping bird, and so on have already started running the "hidden customer program". In June, internal sales data showed that the conversion rate was almost twice that of other traffic after the "submersible passenger plan" operation.

Exclusive brands will get more resources. Ding Ding said that when holding a big promotion, it will arrange exclusive partners' floors, and the exclusive brand will be exposed in the main path search attribute area. The popular point is that when entering search keywords, there will be exclusive cooperative brands besides screening areas.

Helping businesses increase sales is only the most superficial function of big data. Zhang Jianfeng, President of China retail business group, said that with the help of Ali big data, the international brand can also lay out the layout of the line. Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data and go deep into China's three or four tier cities. In August 2nd, Ryui Masa, founder of UNIQLO, said he would continue to add 100 stores a year in China.

In order to win the battle for this brand, the two platforms are unwilling to give up any more brands that have not signed exclusive or strategic cooperation agreements.

"Our philosophy in marketing is that where there are customers, there is our product. Although we sell very well, we also hope to provide our products to consumers who like the website. Abinta Malik, senior vice president and general manager of Greater China in Cape group, Gap, told the interface news.

Similarly, in a year's time, we have landed on the fast fashion brand C&A and believe in the trend of multi platform development. Shen Wei, the director of China's regional market and strategy / electricity supplier, believes that although the other third platforms have a larger gap compared to the fashion, they do not have no advantage.

"Maybe because of the different traditional strengths, 3C is stronger than its own logistics system. But in terms of consumers, there is a complementary relationship between consumers and consumers. Shen Wei said to the interface news.

For the jeans brand Levi's, which is the main customer group, it is self-evident. Levi's, which opened flagship store in January 2014, enjoys the advantages of logistics in addition to the advertising and delivery fees offered by the platform.

"Speed is very fast, and it can be delivered two times a day from the warehouse. Most express companies only have one time, so that the morning order can be delivered to the consumers in the afternoon, especially in holidays and holidays." Levi s e-commerce manager Lauren Yang once told the interface reporter.

From the beginning of the clothing industry, he emphasized his advantages in warehousing and logistics. In order to welcome UNIQLO to launch flagship store, the company has even built a brand exclusive warehouse. "The reason why it can attract a large number of high-quality business resources is in the final analysis of the core value of the platform. The first is logistics services, which has been committed to providing high-quality and fast logistics experience for partners, and the full flow of logistics to reach and improve the whole process service, which is sufficient to provide a perfect warehouse and full supply chain service for the incoming merchants. " The clothing business department explains the way of attracting and retaining merchants in reply to the news of the interface news.

However, those who wanted to be challengers did not go smoothly on the way of clothing. In July 20th, UNIQLO closed the flagship store, which was only 3 months from April 17th.

Although UNIQLO and Yan's statement did not directly explain the reasons for the withdrawal, close proximity to the interface news claimed that it played a key role. "Although Only and Vero Moda have been stationed in China, they are very low-key, not as big as UNIQLO, and they are coming out of the platform and launching T-shirts. It must be uncomfortable. The source said.

From the number of users, age, education and income, all of them are a major channel for UNIQLO to increase sales. Josh Gartner has said that UNIQLO's turnover in the first month has exceeded expectations, which may be the main reason for making tough measures: the original supporting role is not only beginning to rush, but also trying to counter attack.

Many people in the industry heard about the Japanese fast fashion brand before the withdrawal of UNIQLO, and pressed many times. In fact, the online sale of UNIQLO has been very similar to that of Q. For UNIQLO, it not only helped UNIQLO to develop online channels for sale in China, but also provided a large number of market data for UNIQLO's online market sink, helping brands to choose physical stores more accurately. Ali is also hosting the online sales, backstage technology and other issues of UNIQLO.

A source who did not want to be named said that Ali should have made a big cost to subsidize the loss of UNIQLO's exit. On the other hand, Ma and Ali, the largest shareholder of Japan's Softbank group, will invest. Uniqlo The news spread like wildfire. UNIQLO finally withdrew under the grace and mercy.

At first glance, it seems to be out of the bully's weak position, but its own problems are also heavy. Previously, brands including Jasonwood, Timberland, and so on had been from the retreat shop. Those who are close to the market say, "bad clothing is a genetic problem, and its understanding of the platform is problematic. In the eyes of consumers, consumers are always right. If businesses and customers have disputes, businesses should take full responsibility. Businesses must be uncomfortable. Besides, it will not require merchants to take part in discount activities, but it is mandatory. This is the way of thinking, which is the same for businessmen and suppliers, and to cooperate with purchasing thinking.

The "shelf thinking" is also criticized. "User buying is cheap, and there is no" shop "concept. But the customer is a recognized store. It feels that your store will generate emotional connections. We focus on the concept of "closed box" in retailing. That is to say, the decoration and all the pages in the shop are designed to create an atmosphere that allows you to recognize and rely on the brand, but you will not see it in your eyes. Said the close man.

A day after the summit, the group released its second quarter earnings: the total transaction volume reached 114 billion 500 million yuan, net loss 510 million yuan, narrowing slightly compared with the 580 million yuan loss in the same period last year. After the publication of the financial report, the organization adjusted the original purchase and marketing system, and set up the four major departments of 3C, household appliances, consumer goods and clothing and household. The total transaction volume of the electronics and household appliances is 59 billion yuan, which accounts for more than 50% of the total transaction volume, but the growth rate is slower than that of consumer goods and clothing home. The establishment of the Ministry of business will undoubtedly help to enhance the internal voice and status of these two categories.

For the beginning of the transformation of the clothing platform, the difficulty is not small, but the market share is gradually improving. According to Analysys think tank, in the first quarter of 2014, the share of clothing trade in China's B2C market was only 5.5%, but in the first quarter of 2015, this figure turned to 8.5%. Following the promotion of Ali business platform in November 11th every year, the company is also making intensive efforts to create another "Carnival of e-commerce" in June 18th each year. With the further enrichment of commodity category, clothing shoes and hats become the largest category of orders during the "618" period. In June 18th this year, the mall sold more than 8 million garments and over 1 million 200 thousand pairs of shoes.

A survey of nearly 2000 Internet buyers in the first quarter of 2015 showed that nearly 45% of respondents said they often shoped at the store, which was 30% only two years ago. Corresponding to this is that although the use rate of the highest electricity supplier website, but the user's favorite degree is declining: compared with the same period last year, the number of people who used to shopping shopping declined by 4.2%.

The war between Ji and he continues. Just now, the exit from the UNIQLO is not on the exclusive list of brands, but according to people familiar with the matter, the company has been trying to reach this agreement with UNIQLO.

UNIQLO did not cut off the possibility of returning to itself, perhaps that is exactly what it said. Xie No one is the inevitable winner.