UNIQLO Ryui Masa: Although They Are Fast Fashion, They Are Different From Zara.

As the biggest brand of Japan's fast selling group, UNIQLO, the company opened its flagship store 311 Oxford street this year. Plus this new store, UNIQLO has only 10 shops in the UK. In comparison, UNIQLO has more than half of the 1600 shops in the global 16 market in Japan, 400 shops in China and 49 stores in the United States.

In 2015, Uniqlo Thanks to its sales in Greater China, its performance is pretty good, but its expansion in major cities in the United States and Europe has been cautious.

Recently, the reporter interviewed Ryui Masa, chairman and chief executive officer of Japan fast Marketing Co., Ltd., chatting with him about UNIQLO, and the development of the brand in the UK market. In short, UNIQLO's problems in the UK market are similar to those it encountered in the United States. You can read the company's thinking in the process of expanding overseas from its development in the UK market. However, Tadashi Yanai They all have their own views.

We picked up some of them, focusing on the following. To see the original, please click here.

1., leaving UNIQLO in London is not just for people in Britain.

"Leaving UNIQLO in London is not just for the British. London is a display counter in the world. There are so many tourists every year, and Oxford Street is the center of the center. That's why we want to shop in this street in London. We want to show ourselves to the world. " Ryui Masa said.

2. the British market, and now the main point of UNIQLO is London.

But Ryui Masa thinks London's land price is too expensive to open more new stores. Now, except London, it doesn't plan to invest more in other cities in the UK.

In 2001, UNIQLO had a total of 20 stores in the UK, most of them outside London. Ryui Masa described the performance of UNIQLO in the British market as "a tragic start." UNIQLO closed all the shops.

In 2004, UNIQLO adjusted its strategy to show that it was no longer just a product of "cheap goods and not beautiful products", but also returned to the British market.

3. I'm not interested in making bargains. I want to provide quality clothes.

"I'm not interested in making bargains. I want to provide quality clothes. It is a tragedy to make a cheap gimmick brand. Ryui Masa said.

There is also a younger brand GU under UNIQLO. Ryui Mana GU did "interesting but cheap fashion." The brand now has 335 stores in Asia.

Ryui Masa said UNIQLO pursued the "simple principle of universal value". "I want to sell good clothes to everyone, not some people." Ryui Masa said.

4. UNIQLO is not a fashion company, but a technology company.

He insists on declaring this on different occasions over the years. UNIQLO sells 70 pounds and 25 pounds of cashmere wool knitted fabrics in London.

Ryui Masa explained, "UNIQLO dare sell this price because no one can do the same quality with us." In addition, UNIQLO has its famous UNIQLO light down jacket, fleece, Heattech and AIRism, and is now developing new fabrics with Dongli group.

5. although they are fast fashion, they are different from Zara.

Let Ryui Masa admit " UNIQLO is fast fashion. In fact, it was quite difficult. At least, he had never said so before. He said that UNIQLO was based on product development rather than fashion. UNIQLO's joint series is often not looking for H&M, but they may not even be designers. UNIQLO cooperated with In s de la Fressange for 4 years. Last year, Paris's former editor Carine Roitfeld also made a series of rock and roll styles with UNIQLO.

In addition to the recent hot Lemaire series, UNIQLO partners are rather low-key. For instance, the cooperation of In s de la Fressange is Ryui Masa's cooperation after she read a book she wrote and recognized her fashionable values.

6. when I enter a new market, I always ask myself three questions.

"I always tell my employees, when entering a new market, ask yourself three questions. The first question is: who are you and where are you from?

The second question: "what will this market bring to the market? Is it just a commercial success, or is it just about making money without considering what to learn by passing?"

The third question: "what will it bring to the whole world?"

7. "because I grew up in an environment where I was eager to do more."

"I eagerly want to do more because I grew up in an environment. I grew up in a mining city. When the mining industry was sluggish, many people lost their jobs. Local people had to leave the mine and find another way to live. Many of my classmates also moved home, and the school I was reading went bankrupt, too. Today, when I go back to my previous home, a depression, and the relocation of business circles, it is hard to see more retailers. It makes me sad. I think change is always faster than your expectations. That's why I am always eager to do more. "