UNIQLO Warm Coat Will Occupy The Earth, And The New Marketing Will Be Born.

For New York and other big cities suffering from the bitter winter, UNIQLO's Heattech warmth series is undoubtedly a good weapon to deal with the cold.

The Heattech series is characterized by ultra light, ultra-thin and cold proof. It is made of nylon and propylene materials. It also increases softness with camellia oil during processing.

Since its development in 2003, the Heattech series has been developed from the first few underwear to a large product line at the forefront of fashion.

Heattech technology has been applied to more than 320 pieces, including thickness.

Jeans and more OrlaKiely custom series.

UNIQLO is expanding its product line every year and improving its practicality.

This year, their goal is to let half of them, including tropical residents, wear Heattech. This goal is undoubtedly daunting.

The biggest difficulty in UNIQLO's occupation of the earth is that its reputation in overseas markets is always unsatisfactory.

According to the latest survey of UNIQLO, 95% of Japanese residents have heard about the brand, of which 64.5% have bought Heattech series.

However, the data in the non Asian market are not satisfactory: only 64.7% of people in New York have entered UNIQLO shops, and only 20.7% have purchased the series.

Although UNIQLO has physical stores in San Francisco, Losangeles, the United Kingdom, Russia and France, the statistics in these regions can be disappointing.

The goal of the next year is to improve its popularity outside Asia, and the company has made many plans for this.

I went there recently.

YoshihiroKunii, vice president of production at Tokyo headquarters, introduced me to the brand's "occupation plan": first, we should take a firm foothold in a region and expand it in the surrounding area.

If we want to replicate its achievements in Japan, we must pay more attention to global marketing, especially through Internet means, such as sponsoring electricity providers, focusing on user feedback, and promoting online sales through offline promotion.

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Kunii acknowledges that UNIQLO's online sales are far from good enough, but the existing customers have been highly praised, and the volume of single paction is satisfactory, and they are willing to spend again.

Although the products of the world are the same, Kunii said that UNIQLO hopes to improve the service quality, store management, sales strategy and product image of the global stores to the standards of Japanese local shops. Besides, UNIQLO is no longer eager to open new shops everywhere, instead of carefully considering the location.

A few days in Japan, I walked into Toray (UNIQLO).

The Kyoto factory took a crash course to observe the production and testing process of Heattech.

In addition to thermal insulation, deodorization, sweaty and stereotyped testing on tall buildings, I also visited the Technorama laboratory.

This laboratory can simulate all possible climatic conditions on earth - including the Antarctic and Arctic climate - to test the functional performance of clothes in extreme weather.

During the test, a worker was running on a treadmill. The room was as cold as the refrigerator, and an infrared camera was used to monitor the body temperature. It was sure that the Heattech coat and down trousers were still kept dry and warm.

UNIQLO can make clothes waterproof, cold and durable, relying on this laboratory.

The Heattech series has exceeded 2 million sales in the world, and this technology is undoubtedly the great achievement of UNIQLO.

But this monster will not be satisfied until it truly enjoys a global reputation.

Its designer custom series has been famous for a long time, proving the strength of the company.

Next year, we will see how the new network and marketing strategy will further promote UNIQLO's global strategy.