The New HEATTECH Of UNIQLO Is Expected To Break Through 1 Billion Pieces Of Seamless Sewing Technology.

According to the world clothing and shoe net, after 15 years of introduction,

In the latest edition of 2017

The conference announced that HEATTECH sales in the year are expected to exceed 10 billion yuan.

This seems to be a very impressive figure.

In 2003, UNIQLO launched the HEATTECH with Japanese fiber manufacturer Dongli, using the principle of "fiber absorption and heating" to keep the body warm by preserving the water evaporated by human body.

At the beginning of the year, the annual sales target was 1 million 500 thousand, and sales volume reached 3 billion pieces in the next 10 years. It also became the main product of the autumn and winter clothing sales in UNIQLO, or a "burst money".

It took 5 years from 300 million to 1 billion, and it seems that HEATTECH is selling faster, but UNIQLO is not optimistic.

In the 1 months of December 2016 and 2017, the sales volume of UNIQLO in Japan continued to decline for the two month in a row.

You know, UNIQLO's main products are warm and cold.

In 1994, UNIQLO introduced a warmer fleece jacket than its marketable products. At that time, the price of a fleece coat was about more than 5000 yen, and the 1900 Q. yen uniqe fleece jacket was quickly opened up with the advantage of high cost performance.

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UNIQLO's light down jacket Ultra Light Down is also a change in the image of the down coat in the minds of people. A down jacket, known as 206 grams, can be taken into the triangular handbag, which is easy to carry.

In the 2014 launch of the 20th anniversary launches of UNIQLO fleece jackets, Ryui Seiso said: "in order to pass on the new method and value of clothing, innovation is indispensable."

Ryui Masa has said many times before that "UNIQLO is a technology company, not a clothing company."

But after the fleece jacket, HEATTECH underwear and Ultra Light Down, the UNIQLO almost never introduced the technological innovation.

UNIQLO, which has slowed down its innovation, can only upgrade the explosive products every year.

Taking HEATTECH as an example, in 2004, HEATTECH had more antibacterial functions. Second years of HEATTECH increased the moisturizing effect; the HEATTECH launched in 2009 could go to static electricity.

HEATTECH can also choose more colors, and UNIQLO has launched a "very warm" and "super warm" version of HEATTECH with better thermal performance.

In 2017, the new version of HEATTECH also had technical improvements. The men used seamless sewing technology. The cuffs and necks were no longer in existence. UNIQLO added the ingredients of Morocco nut oil with moisturizing and antioxidant effects.

But such technological upgrading is not enough to stimulate consumers' enthusiasm for new products.

"Buying other brands like HEATTECH is enough."

A Japanese consumer said in an interview with reporters.

Without the enough degree of topic that can be brought by the technology drive, the uniqo can only increase the marketing input.

In the summer of August, UNIQLO set up a vending machine for sale of HEATTECH and down coats at the US airport, trying to appear in front of US consumers in a more fresh image.

More interesting reports, please pay attention to the world clothing shoes and hats net.