UNIQLO Sales In Japan Grew By 1.2% In February, While The Sharp Decline Was 91.8%

UNIQLO attributed the decline of its performance to "the abnormal increase of temperature in previous years, the suppression of demand for winter goods, and the same store sales revenue, resulting in a decline in earnings".

Asia's largest clothing retailer Xun marketing group said in its latest monthly report that its brand UNIQLO registered only 1.2% of the same store sales growth in the Japanese domestic market in February, a marked slowdown compared with the 14.6% increase in January, which was due to the promotion of new year's day and the cold month's continuous winter sales.

The growth rate of total e-commerce sales also declined from 16% in January to 2.4%.

In fact, recently, UNIQLO is facing a "overall decline" in its performance.

Since the second half of last year, the revenues and profits of UNIQLO in the US, Japan and China have slowed down or even lost in varying degrees.

In addition, from September 1, 2015 to the beginning of fiscal year 2016, up to now 6 months, UNIQLO store sales have dropped 1.9%.

In addition, a 6.3% decrease in customer numbers offsets the 4.7% increase in customer price.

In this regard, UNIQLO's performance decline is attributed to the "temperature is higher than in previous years, depressed commodity demand in winter, affecting the same store sales revenue, resulting in a decline in revenue."

At the same time, as one of the measures, the fast sale group has decided to launch the spring series in advance in February and introduce more insensitive products to make up for its weakness.

However, in February, the same store sales in Japan only recorded a growth rate of 1.2%, which means that these measures of UNIQLO did not achieve much success.

At the brand positioning level, UNIQLO should have a more specific relationship between "LifeWear service life" concept and people's life, so that the emotion represented by this concept and brand will be deeply rooted in the hearts of the people.

To put it into practice, it is the first time to present LifeWear 2016 spring and summer new products with life scenes, such as the theme of the four lifestyle styles, including contemporary life, urban fashion, healthy life and quality family.

In 2016, UNIQLO will launch more designer cooperation Series in the Chinese market, expand its coverage channels, and enhance the fashion sense of UNIQLO products.

Light fashion, light business and light sports will also become the main words of the product.

In addition, UNIQLO predicted that in the 2016 fiscal year (as of August 2016), the group's earnings and operating profits were adjusted down by 100 billion yen (about 5 billion 570 million yuan) and 20 billion yen (1 billion 114 million yuan) respectively.

The overall performance income is estimated at 1 trillion and 800 billion yen (about 100 billion 260 million yuan), an increase of 7% over the previous year, and the operating profit will reach 180 billion yen (10 billion 26 million yuan), an increase of 9.4% over the previous year.