What Are The Secrets Of 2016'S UNIQLO Stores That Survive In Adversity?

It is reported that for the past 2016, it will be a year of fast fashion. The fast fashion brand has been slowing down and profit declining in this year.

In October of this year,

The 2016 fiscal year report released by parent express group shows that the group's total revenue has increased by 6.2% over the previous year, but its operating profit has dropped 22.6% compared with the same period last year.

The situation of other fast fashion brands is similar.

There are more than 500 stores in China, and it has become the fastest fashion brand in the Chinese market.

UNIQLO is well aware of the truth that the essence of brand communication is a kind of expression and simplicity can make a long distance. So how to do business in adversity?

Open the whole category, the whole scene, the whole age segment.

In November 18th, at the LifeWearday site of UNIQLO, Tokyo, a new walking show caused a sensation.

Instead of the traditional fashion show, tall models are dressed in grotesque fashion costumes to walk catwalks on the T platform. Instead, they are modeled on the common scenes of life: on the way to work, offices, seaside holidays, park walks, and even a rainy afternoon.

The models include young men, women, children and even middle-aged and elderly people. The clothes they wear are new clothes that will be listed in UNIQLO in 2017.

The audience's common feelings for this show are: life and grounding.

This show and UNIQLO's principle of commodity development come down in one continuous line: focus on the basic needs of daily life, do all kinds of products, cover all ages, and set foot in the whole scene of life, linking daily life with fashion taste.

Or it can be understood that UNIQLO does not sell clothes, but exports a fashionable dress matching solution.

It can be seen that, over the past thirty years or so, UNIQLO still sticks to its simple values, no matter how the business pattern changes and how the fashion trends are iterated.

In order to express this "basic culture" to consumers, UNIQLO has become one of its own in display and costumes.

The display of UNIQLO clothing is emphasized on the super finishing technique, which highlights the effect of warehouse display, not only to the height of each shelf, but also to the uniform standards of the alignment of each garment on the shelf.

Uniformed clothing is closely related to the different costumes of uniforms. UNIQLO actively takes advantage of the synergy between different clothing activities.

For example, on the basis of the main coat, appropriate matching of some leisure inside lap, for example, in the sale of clothing shelves, at the same time also have a hat, scarf,

A series of related products can be formed to form an effective business system, and the main and subsidiary businesses complement each other.

UNIQLO LifeWearday live, imitate the scenes of life

The number of suppliers in intensive supply chain is 1/10 of the same type of enterprises.

The bean industry, located in taudu, Japan, is the supplier of uniqo cowboy fabric.

From the United States, Australia and other places of origin cotton arrived here, after mixing, spinning, weaving, dyeing, and finally weave denim - in order to make the denim more flexible, spinning a number of cotton fibers in the middle of a mixture of polyurethane fiber.

UNIQLO

Known as the SPA (SpecialityRetailerofPrivateLabelApparel) mode, it can be plated as "private brand clothing store".

SPA is an integrated business mode for enterprises to participate in industrial design, production, logistics and sales.

It should be noted that SPA is "full participation" rather than "full ownership".

The product development and production of UNIQLO are jointly completed by UNIQLO and various suppliers.

Kunii, an executive in charge of UNIQLO production and supply chain, shared with me that the number of UNIQLO suppliers is only 1/10 of their counterparts compared with the same type of enterprises.

This means that UNIQLO has a highly intensive supply chain. Suppliers are not only simply processed, but are involved in product research and development, and even provide more high-tech solutions for UNIQLO.

Intensive supply chain further reduces production links and reduces manufacturing costs, making UNIQLO a powerful price advantage at retail terminals.

For example, UNIQLO uses a Heattech fabric for underwear at a minimum price of 79 yuan and a flannel shirt for 79 yuan.

The price of UNIQLO goods ranges from tens to hundreds of dollars.

In fact, UNIQLO's pricing strategy is based on this principle and dug up a moat for itself.

Of course, the premise is to have an intensive supply chain and lean management from source to store.

Brand strategy high price and low price coexist

Many people have such a question: why UNIQLO price is close to the people, but it doesn't give people a sense of stall. Some white-collar workers are willing to be their fans.

In fact, this is the strong point of UNIQLO.

Through its brand operation, it successfully built itself into a brand with "high price and low price": Although I am very affordable, consumers never feel Low.

Popularly speaking, it is high profile in brand promotion, but low in price.

In this regard, UNIQLO has made many attempts: for example, cross-border integration, the use of mature brand elements to expand the brand extension of UNIQLO.

Whether in 2015, Disney or New York Museum of Contemporary Art and other different fields, traditional and branded symbol partners, they hope to increase their brand style.

For example, in the fashion circle, the limited number of special design sections will be introduced to enhance UNIQLO's more fashionable pursuit of minimalist design and taste, and more popular voice rights.

The appearance of this technique is a special limited amount, while the inside is the penetration of the more fashionable fashion circle, the different class fashion vogue opinion leaders.

With the rise of the middle class, the more high-end people pay more attention to simplicity and return to the essence of things.

UNIQLO also grasps this subtle change in market strategy.

Wu Pinhui, CMO of Greater China in UNIQLO, is aware of this. She believes that brand communication is the essence of finding things in noisy market voice.

In August 14th, UNIQLO released its first global LifeWear advertising film, asking people what it meant to dress.

The video clip, which is designed by JohnJay, the global creative president of fast marketing group, is not as dazzling as the traditional FMCG ad, but it will find that it conveys a simple question of value. Why do we wear clothes? In fact, it is also an inquiry into the essence of life, which is consistent with the "basic life" of UNIQLO.

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