Fast Fashion UNIQLO Seems To Be Moving Towards "Faster" Without Turning Back.

The core reason for the popularity of the Chinese market is not speed.

The picture shows UNIQLO's big world of art and science for life and life in New York.

Science and technology exhibition.

With the development of fast fashion, it seems that there is no turning back towards "faster". Some people think that the core competitiveness of fast fashion is a fast word.

However, as apparel companies accelerate innovation,

The possibilities and boundaries are being expanded, and technology has become a competitive weapon for fast fashion.

This means that fast fashion does not necessarily consider speed as the ultimate goal, and technology can also break through. UNIQLO is a typical example.

According to the world clothing shoes and hats net, there are 4 days to come. China's 467 million online shopping consumers will soon usher in the 11 largest consumption festival in China.

In the Tmall double 11 fashion section, UNIQLO has always been the most popular consumer brand, ranking the top two Tmall double 11 apparel sales for two consecutive years, and last year sold short in 10 hours.

Some analysts believe that the reason why Chinese consumers are so fond of buying uniforms in double 11 is that consumers are more inclined to buy practical and functional products with greater discount than those of 11, commonly known as "hoarding goods".

For UNIQLO, the most popular products every year are the classic technology series including HEATTECH series, ULD high light down jacket and AIRism underwear.

Double 11 is in the winter. Whether for the dry cold north or the wet south, the basic products of UNIQLO just meet the needs of consumers.

UNIQLO products ranked first in Tmall's latest double 11 official explosion list.

And the top three brands of the brand are the ULD senior light down clothing.

Although Ryui Seiso, chairman and chief executive officer of fast retailing group of UNIQLO parent company, said the brand will shorten the product supply cycle to cater to the trend of faster and faster industry, but obviously, the core reason why UNIQLO's popularity in the Chinese market is not only won by speed.

Some people have summed up the success of UNIQLO as "breakout of basic funds", but in fact, at the moment when consumers pursue individuality, it is not enough to support the brand leap.

Decided that UNIQLO's success at this stage should belong to the excellent technology behind the basic fund, which is the core competitiveness that UNIQLO has been neglected for many years.

Last month, UNIQLO and Japanese textile technology Dongli group held a large-scale world clothing technology exhibition in New York to celebrate the two party cooperation 15th anniversary.

At this exhibition, for the first time, people have a close understanding of the strong technical backing behind UNIQLO, and also let its fabric partner Dongli group go to the front desk.

The cooperation between UNIQLO and Dongli group can be traced back to 1999.

In 2003, the two parties signed a strategic partnership agreement with a term of five years to carry out new high technology cooperation.

Dongli is a manufacturer, and UNIQLO is a production retailer specializing in production, distribution and product upgrading.

Dongli group is a high-tech enterprise based on organic synthesis, polymer chemistry and biochemistry. It is also the largest supplier of functional fiber products in the world. Its research results are applied to important fields such as medicine, environment and so on.

The two companies signed a partnership every five years. In 2015, they announced the signing of the "strategic partnership" agreement from 2016 to 2020, and welcomed the third phase of the partnership. The total volume of pactions planned by the two sides through the supply of materials and products will reach 1 trillion yen, or 51 billion 700 million yuan, as of 2020.

In the 15 years of cooperation, Dongli group and UNIQLO fabric business value has reached 850 billion yen. Since the introduction of HEATTECH technology in 2003, the series has sold 1 billion products worldwide.

At the "life and life art and science" fair in New York, UNIQLO shows five major innovative technology products in the past 15 years, the HEATTECH warm underwear series, the ULD senior high light feather down garment series, the AIRism comfortable underwear series, the touching trousers, and the Dry-EX high function sweat absorption and dry speed fabric.

Take the HEATTECH series, which is the most familiar to consumers, for example, the Expo shows the technology of moisture absorption and heating through the large-scale installations. It explains intuitively the principle that Dongli's special superfine fiber can absorb human body's water vapor and convert steam into heat energy.

The special structure woven by 4 different fibers can lock the heat into the air layer formed by the fiber gap, and play the role of heat insulation to keep the fabric warm.

This series includes three product lines: warm underwear, double warmer and warmer and warmer. According to the warm experience of different people, the cold scheme is suitable for different scenes and environment temperature.

The ULD top grade light down garment, which is easy to induce, light, portable and warm, is another big explosive technology.

Besides its thermal performance, the technology advocates the compatibility between clothing and real life scenes, such as various ways of matching the down garments into briefcases and other practical occasions after a long flight.

AIRism comfortable underwear series and Dry-EX fast drying technology fabrics mainly create more comfortable wearing experience through fiber innovation.

The former uses finer polyester fiber fabric than the filament, and the special braiding structure of the polygonal section yarn brings the sweat absorption and drying performance.

The latter uses a special arched structure to make it faster than ordinary dry fabric.

Deep into the microcosm and constantly updated patented technology in 15 years, it reflects the patience of "fast" fashion brand UNIQLO.

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The competition in fashion industry, especially in fast fashion industry, has become intense. The fast fashion brand is also facing the threat from Ultra Fashion.

Those fashions with no physical shop load are threatening traditional fast fashion brands with faster delivery speed and lower operating costs.

Some of the fast fashion brands, which are mainly young and fashionable, are starting to shop and grow stagnant. It also means that the fashionable fashion can not support the long-term development of the brand. The real value of the brand is the integrity of the operation mode and the concept of close to the contemporary consumer life.

According to the analysis, in addition to "fast" and "fashionable", these traditional fast fashion brands obviously need more solid core competitiveness.

UNIQLO's choice is a life style idea based on technology.

This is why UNIQLO changed its brand slogan from "making clothes to people" to "LifeWear suit life" in 2013. The brand wants to make daily life of high technology, so as to improve people's wearing experience.

Ryui Masa said that the revolutionary technology of Dongli is the key foundation for LifeWear to achieve the ideal of life in the form of "LifeWear". The essence of this idea is to create a better and more comfortable everyday life for all.

Relying on these advanced technologies, UNIQLO can integrate energy, comfort and modern fashion styles to create new values for consumers.

Since 2015, UNIQLO began to shift its focus of development to online pfer, to reform its electricity business to meet the needs of consumers. In addition to its three party e-commerce platform such as Alibaba, Tmall also introduced high-tech unmanned machines and LED digital screen "intelligent buyers" to physical stores, thereby enhancing consumers' shopping experience.

At present, the "intelligent buyer" has already covered 100 stores in Beijing, Shanghai, Guangdong, Tianjin, Fujian and other provinces and cities, and UNIQLO said it will be promoted to all the UNIQLO stores in China in the next one to two years.

According to the brand test data, "intelligent buyers" brought about a 15% increase in the conversion rate of real shopping.

In addition, UNIQLO headquarters has collaborated with Accenture, a consultancy, to develop a new system that can predict its future buying behavior based on customer purchase records, and promote product sales to intelligence. The ultimate goal is to achieve more precise humanization.

UNIQLO is also trying to achieve humanization through more diverse product choices.

In March this year, UNIQLO official website was also launched to enable users to have their own shape and preferences, and choose their own collar styles, cloth patterns, etc.

UNIQLO started in September 14th, in Japan's main store, for the first time launched "semi custom goods" for consumers who are not standard stature, that is, consumers can pick out half finished products in the store, then adjust their size, color and size according to their own preferences, and finally buy the most suitable clothes for their own figure.

In addition, UNIQLO has chosen to launch a series of cooperation with artists and designers to satisfy consumers' pursuit of novelty.

Following the Christophe Lemaire led Uniqlo U series, the J.W.Anderson series, which was launched in September 22nd, is also widely welcomed.

Because compared to the brand name of the designer J.W.Anderson, the brand name is 1520 to 2100 dollars, and UNIQLO provides consumers with a reasonable price and personalized basic products.

At this stage, UNIQLO emphasizes the "Scene" applicable to clothing.

Earlier, Wu Pinhui, CMO of Greater China in UNIQLO, revealed that apart from "intelligent buyers", UNIQLO is going to have cross-border cooperation with music. In the future, UNIQLO's clothing will be penetrated into more scenes to enhance the freshness of consumers.

In the process, hi-tech fabric technology has become a booster for clothing and weekend travel, daily commuting, home entertainment and outdoor sports scenes.

Under the correct strategy, XXX group's net profit surged 148% to 119 billion 200 million yen, or 6 billion 960 million yuan, to a record high in the year ending August.

Group sales increased by 4.2% to 1 trillion and 860 billion yen over the same period, and gross profit rose 5.1% to 909 billion 200 million yen.

The sales of overseas UNIQLO market, including the Greater China market, increased by 8.1% to 708 billion 100 million yen compared with the same period last year, while operating profit surged 95.4% to 73 billion 100 million yen.

Under the effective localization strategy, UNIQLO's performance in Japan's overseas market, including greater China, has increased rapidly.

The picture shows a store in UNIQLO in China.

Some analysts pointed out that with the expansion of the core products such as UNIQLO Polo shirts and fast dry T-shirts, and the brand localization strategy of unique products based on the climate and culture of different regions, it helps to improve its profitability.

In view of the strong purchasing power of Chinese consumers, UNIQLO plans to increase its number to 1000 stores in China in 2020, which is expected to exceed Japan's.

In order to better satisfy the needs of consumers, Liu well is announcing this year's shareholders' meeting that the group has launched the "Ming Ming plan" officially launched for 2 years to pform the "information manufacturing and retail" format to better adapt to the changing environment of the fashion industry and the increasingly fierce market competition.

He pointed out that although fast Marketing Group's main clothing products production and sales, but in the future, in the face of Amazon, Google, Apple, Alibaba and Tencent and other high-tech competitors, to grasp the new needs of consumers will be the group's most critical breakthrough point.

Now UNIQLO is more and more like a technology company.

"UNIQLO is not a garment manufacturer in essence, but a technology company. The competitor of UNIQLO is apple, not Gap."

Ryui Masa said in a media interview.

In addition to a number of popular Star Technology in the store, the 3D U-Knit knitting technology, displayed in the New York Manhattan new product preview in March, emphasizes that a sweater can do without stitches to provide more comfortable wearing experience.

At the Expo in New York, UNIQLO set up the future clothing unit, and looked forward to the possible shape of clothing fabrics in the future, including rechargeable clothes, discolourable fabrics, clothes to help burn patients recover.

From a functional perspective, UNIQLO sells not only clothes, but also a clothing scheme that optimizes human lifestyle.

Now, UNIQLO's application of high technology has changed from a simple gimmick of "fashion crossover technology" to technology as a part of brand values, forming a differentiation advantage as a fast fashion brand.

In other words, brand is not the icing on the cake with technology companies, but technology as the core competitiveness of fashion retailing.

With differential competition, the second half of the fast fashion has started.

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