What Does UNIQLO Sell The Whole Network First?

"Madam Li, the order you just ordered is out of stock, so please apply for a refund.

Please forgive me for the inconvenience you have caused! "She just used the 20 minutes before going to work to browse, compare, select, place the order, and pay the final payment successfully.

In desperation, Ms. Lee can only do so.

This is not only a waste of time and energy, but also more fatal to her.

There's been another unpleasant experience.

I believe that this kind of online shopping experience is not only encountered by Ms. Li.

When the overall economic environment is weak and the price is no longer the sole criterion for deciding whether to consume or not, experience is infinitely elevated.

Whether it's physical retailing or not.

They are all pursuing "lifestyle", a way of selling more respectfully to consumers.

Here we have to mention that we have been adhering to the "LifeWear service life".

The idea of UNIQLO.

What is the whole network first?

In the Tmall 2016 double eleven Shopping Festival, which ended just now, UNIQLO became the fastest selling brand in the whole category with 2 minutes and 53 seconds. It also became the first brand breaking clothing brand in 3 consecutive years. At the end of the year, it ranked the top in the popular industry.

It is reported that this year is the fifth year since UNIQLO took part in Tmall's double eleven since 2012.

Knowing the power of the electricity supplier, UNIQLO has attached great importance to its development and opened an official flagship store in Taobao in 2009.

UNIQLO told the reporters that they usually spend a year or even longer to prepare for double eleven, that is, the preparation of the annual "double eleven" activities started after the end of the "double eleven" activities in the previous year, and all preparations will be based on the data of the previous year.

"We hope that every entity store and flagship store can become a brand image and a window to publicize the brand, enhance customer experience and satisfy customers' maximum satisfaction.

Whether online or offline, as long as we can enhance customer experience and better meet customer needs, are UNIQLO's pursuit.

UNIQLO responsible person to the joint network reporter expressed.

And their strategy of double eleven this year is enough to prove this.

Taking into account the real needs of customers, they first launched the "double eleven consumer expectation degree" survey in 2016 through the research group. Then, according to the survey results, the strategy of "online ordering, store 24 hours picking up" was put forward.

UNIQLO said it will launch this innovative service step by step this year, which will be launched by more than 400 stores in more than 100 cities nationwide. The online shopping order will be launched in over 400 stores in all over the country, and the store can easily pick up goods within 24 hours. That is to say, UNIQLO will complete the stock preparation within 24 hours after the purchase of the "store self" consumers in the UNIQLO Tmall flagship store, and notify consumers to pick up the goods from the stores they choose.

When experience economy becomes value conversion, any part of shopping process is a kind of market behavior.

Obviously, UNIQLO is a step forward. They do not look at the double eleven from the perspective of the electricity supplier platform, but reexamine the carnival from the direction of consumers' demands and brand essence.

The whole line is sold out, and the new retail drive?

Beijing time 10:24 on November 11th, UNIQLO Tmall flagship store suddenly broke the notice that the goods sold out on the whole.

Subsequently, its official micro-blog also officially announced that double eleven activity merchandise had been sold out.

When the news came out, the whole of China was boiling, and all kinds of speculation were overwhelming.

According to the insiders, as a rigorous Japanese enterprise, there will be no problems in stock preparation, and it is all out of stock.

What must be hidden behind this? Even the news of uniqe punishment has been heard on the Internet.

Although in the view of UNIQLO, because consumers are too eager to buy, sales are faster than expected, and some are unexpected.

However, the industry generally speculated that UNIQLO deliberately caused shortages, is it necessary to further drain to the line? And do not exclude event marketing to attract eyeballs.

An insider who asked not to be named revealed to reporters: "I think Tmall flagship store of UNIQLO should have completed its performance, and would like to guide the guests to the official website and offline.

At the same time, he said jokingly, "this teacher who is ahead of the examination will not be able to understand it."

Previously, Ma Yun talked about the word "new retail" in the cloud habitat conference. "In the next ten years and twenty years, there is no e-commerce." only the new retail said, online and offline and logistics must be combined to produce the real new retail.

Perhaps UNIQLO is a forerunner.

In order to learn more accurate news, the associated business network reporter immediately contacted the internal staff of UNIQLO.

In response, their answer is: "UNIQLO's resources invested in this year's double eleven, the flagship products and so on all refer to the actual situation in previous years to formulate specific strategies, but this year's sales speed is faster than before."

And more information, the other side can not disclose again.

Kaga analysis of 100 person members said: "Ali vigorously push the whole channel this year, we need benchmarking brands to set an example. UNIQLO is undoubtedly one of the best choices. The main performance of the whole channel is online ordering, store delivery, or online ordering, and offline picking.

For consumers, logistics is a big problem. It is spontaneous to choose goods under the line. UNIQLO only provides choices without coercion, and of course, it saves logistics costs for brands.

It is reported that the new breakthroughs of the store under the UNIQLO line, the double eleven passenger traffic nearly doubled over the same period.

The deep interconnection between online and offline is the best way to help users experience.

This year, UNIQLO skillfully moved the main battlefield of double eleven to the line. Under the experience driven economy, they also gave the "holiday" atmosphere when they "landed the new retail" concept.

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Future plans to return to audiences?

Behind the "double 11" Carnival, it can not be overlooked that the former fast fashion tycoons are also facing the pressure of declining performance. The thorny problems of "cheap", "plagiarism", "pollution" and "labor" have become a stumbling block for fast fashion development, and UNIQLO is no exception.

According to the 2016 fiscal year report released in October 13th by UNIQLO's parent company, the sales profit for the fast selling year has declined for the first time in 5 years, showing a consolidated sales revenue growth, but its profit dropped by more than 5 percent.

The company's revenue increased by 6.2% to 17864 billion yen, gross profit increased by 1.9% to 864 billion 900 million yen, but operating profit decreased by 22.6%. Net profit attributable to parent company was sharply reduced by 56.3%.

Operating profits plummeted 22.6% to 127 billion 300 million yen (about 8 billion 200 million yuan).

Despite the decline in profits for the whole year, UNIQLO was the only region in the Greater China region to perform better than expected in the second half.

Since its entry into China in 2002, UNIQLO has now covered more than 100 cities in China and has more than 400 stores.

It is reported that XXX group will expand its total number of global stores to 3336 in fiscal year 2017, including 837 Japanese UNIQLO stores, 1104 overseas UNIQLO stores and 1395 brand stores worldwide, including UNIQLO international stores, which will add 146 yuan to home.

And with the growing trend of electricity providers, UNIQLO revealed that the sales volume of flagship stores in China accounted for about 10%, which will be raised to 30% in the future.

In addition, GU, another fast fashion brand, grew quite well and its profit after tax increased by 34.8%.