UNIQLO Takes The Commercial Express: Disney, Shanghai

At present, the sales channels of UNIQLO in China rely mainly on expanding offline stores.

According to Wu Pinhui, the electricity supplier is only one of the 400 stores in China, but the business hours are longer. Brand discount promotions and other activities will remain consistent online and offline.

In this way, maintaining the flow and sales of stores is particularly important for UNIQLO's current channel strategy.

Through the big heat of Disney in China, UNIQLO hopes to bring more opportunities.

Traditional retail must find ways to attract and retain consumers. This time, UNIQLO wants to bring popularity and greater traffic with children and families.

The performance of a single store is sure to be good, but the construction of this experience zone is definitely big, and it may be difficult to replicate in other stores.

In September 27th, the world's largest flagship store in UNIQLO will be reopened in Shanghai. After renovation, it will usher in the world's first MAGIC FOR ALL concept store created by Walt Disney and UNIQLO, and its morphological function is very similar to that of Disney's theme store.

In the upcoming flagship store of UNIQLO, the fifth floors with 1160 square meters of space will be used to create an experience space with Disney, the MAGIC FOR ALL concept store.

In addition to displaying the cooperative goods in the five major areas, there will be 100 kinds of Mickey statues, children's playgrounds, and the custom.

Production area, etc.

According to UNIQLO, the cooperation between UNIQLO and Disney began in 2009 and launched a series of T-shirts with the classic role of Disney, such as Mickey and Minnie.

The new round of global cooperation will further expand the scope of cooperation. There are hundreds of products for men, women, children and infants.

In addition to the previous T-shirt and sweater coat, this autumn, UNIQLO will also launch the Disney version of the senior light down jacket and fleece series.

Umbrellas, household slippers and plush toys.

These Disney cooperation products are priced slightly higher than similar UNIQLO products, but the price has not reached the price of the Disney theme store.

Wu Pinhui, chief executive of the marketing office of the fast retailing (China) trading company of the UNIQLO parent company, told Tencent financial services that the cooperative products were higher than the price of the products of UNIQLO, which only used to cover the cost of customization. The company did not hope to make money through the Disney cooperation project.

It did not disclose the input spending or specific cooperation mode with Disney, but she revealed that this would be a long-term comprehensive cooperation, rather than a simple purchase of the right to use the trademark.

According to the cooperation plan of UNIQLO and Disney, more creative products will be launched in autumn and winter, including the Star Wars Theme Series in November 1st, and the Mickey China year theme series in February 2016. Two

For the cooperation between UNIQLO and Disney, the market has made various interpretations.

In Wu Pinhui's view, cooperation with Disney is mainly aimed at improving the brand experience of UNIQLO.

"UNIQLO's performance has been going up, and it keeps 80-100 stores open every year, so sales do not need to worry."