Why Does UNIQLO'S Joint Venture Marketing Always Get Rich?

In the first two-day weekend of March, there were more people in the flagship store of UNIQLO in Nanjing West Road, Shanghai, mainly in the corner of the shop. The flagship store of the UNIQLO opened a special sale area for its newly launched UNIQLO AND LEMAIRE2016 spring summer series.

People came here because they could buy the Christophe Lemaire clothes designed by the former Hermes designer.

For fast fashion and high street brands, joint venture with famous brands and celebrities can always attract eyeballs.

Many social networking sites and media have already done a lot of publicity for their cooperation.

It is said that on the first day of listing in March 4th, people followed the usual practice of "fast fashion promotion" and "limited money".

According to UNIQLO's external announcement, this spring and summer issue is the second quarter of UNIQLO's cooperation with Paris fashion brand LEMAIRE, and it is also the ending.

But why only two seasons of cooperation, UNIQLO did not respond positively, but said: "our cooperation with the Lemaire brand has won a very good response, while maintaining a very good relationship with the designer Lemaire himself."

The UNIQLO AND LEMAIRE Cooperation Fund was first launched in early October 2015, and it caused a lot of upsurge. Many single products were sold out.

The sales director of the company, Justin Kerr, said in a local media interview: "this is the history of UNIQLO.

The craziest performance.

30 days before the offering, the company launched a new product map on the Internet and received a strong response from many customers.

We are very happy about this because it will promote our online retailing.

Perhaps the feedback received is good, compared to the autumn and winter of 2015, UNIQLO spent more time in more shops.

"The new season has increased the number of shops sold.

The number of shops selling a full range of single products in Japan is two times that of 2015.

People can buy them in UNIQLO stores and official flagship stores in Japan and 16 other countries and regions.

The number of stores sold in China has also been increased in some of the 24 cities of UNIQLO.

The first way to develop this marketing mode is H&M, which has been working with different luxury brand designers since 2004.

This means that people can buy big design at parity.

Imagine that people can spend less than 1000 yuan on the purchase of a Versace (Versace).

The design of the dress, though higher than the normal price of H&M, is far below the Versace price.

Therefore, these joint names often lead to looting when listed, and this "marriage" has become a marketing method of fast fashion brands.

Of course, there are occasional mismatches, but most of the time, such publicity can always attract fans.

At least for now, this move can continue to play.

A few years ago, fast fashion such as H&M and Zara, when working with big brands, had "cattle" queuing up to rush to buy clothes overnight, and then sold them on the Internet.

Therefore, those fans who are looking forward to buying designer clothes but are too shy can only shop through physical stores, while others can not buy them because there are no local shops in the city, which also makes it possible to buy cattle.

Nowadays, as the brand takes the form of simultaneous sales of the official website, this has led to the collapse of the purchasing business.

On Taobao, sales of private shops on the purchase of UNIQLO Hermes cooperation are almost zero.

Smart brands will no longer push only limited edition. After all, they are not luxury goods. They want customers to buy and buy to promote the performance of listed companies.

As a consumer, Yuan Bin went to the store in October 2015 to snap up.

"I also read the news on the Internet, I think the price is not expensive, you can start."

But later he found that these clothes were not really suitable for Asian stature, "too big."

So I didn't buy a few. "

But he found out later that he could still buy the clothes that he had queued up to buy and sell at Tmall flagship store in UNIQLO.

"At the beginning, it was sold out.

We found that some of the products were popular in the market, so they made up several times.

"So customers will find out that the clothes sold out in the store were later sold on the Internet," explained the Chinese related staff in uniqo.