The Secret Of Ryui Masa'S Operation -- "Product + Visual" Double Marketing And Digital Retailing Of UNIQLO

UNIQLO, with the characteristics of "product + visual" dual marketing, successfully conquests the Chinese market, and makes clothes more comfortable through various black technologies, and develops digital retail to improve the consumer shopping experience.

"The key is to try. It's okay to be wrong. There are nine experiences in the wrong nine times."

This is the founder of Ryui Masa, who is the founder of UNIQLO, which is also the core idea of his famous "one win, nine defeats" philosophy.

Referring to the famous Japanese entrepreneurs, many people will think of Konosuke Matsushita and Inamori Kazuo. In fact, Liu Qisheng, founder of UNIQLO, is also a true "God of management".

Make parity with luxury standards. clothing Using self-help thinking to do sales and low price goods, Ryui Masa is a "heterogeneous" in the clothing industry. It is such an entrepreneur who dare to break the rules. He has not only pushed himself to the throne of Japan's richest man many times, but also made UNIQLO a popular leisure brand in the world.

Together with Ryui Masa's business strategy, there is a good image of "good quality and low price".

As we all know, UNIQLO costumes know that the fast fashion casual brand is not only price friendly, but also a good quality and simple design style. Even during the financial crisis of 2010, when the wealth of the world's richest man Bill Gate and the "stock god" Warren Buffett had shrunk, Liu was able to "make a blessing in disguise" and become the richest Japanese by $7 billion 600 million.

The reason is nothing more than Ryui Masa's business secret accumulated over the years.

1, reduce categories, fewer and more refined

Most of the traditional clothing dealers get the market dominance by a large number of categories and styles, but Liu is going to cut SKU and win by exploding products.

Ryui Masa has had an internal Manifesto: use the strongest products, because the strongest products will drive everything.

What is the strongest product? Ryui Masa believes that at least customers have "reasons for buying".

Japan UNIQLO research expert Tsukiizumi Hiroshi once exposed a UNIQLO data: 500 kinds. This is the number of new products launched by UNIQLO every quarter. Even in the flagship store of UNIQLO, the area of 5000 square meters is 500. What is the 500 concept?

This is a very small number. Compared with other fast fashion brands ZARA and H&M, UNIQLO has less than 1/10 of their merchandise.

This method can be called "less varieties and large stocks". A good sale is a great profit. If it doesn't sell well, the stock will pile up.

Although there are not many kinds of products, Liu well is paying 100% of his ingenuity. Now, super super explosive fleece, HEAT TECH series, thermal insulation for men and women. Underwear Products such as sweaters and ultra-thin down garments, which have not been shrunken, have caused fashion trends all over the world.

At the same time, Ryui Masa has been making vigorous efforts in product fabrics and crafts.

For example, the same is 99 yuan pants, when other clothing enterprises are using ordinary denim fabric, Liu well is using warm and wet fibers.

And in terms of product technology, he also emphasizes excellence.

It is rumored that, on the basis of the fault tolerance of 3%-5%, which is prevalent in the clothing industry, such as thread, fastness, etc., Liu well is putting forward a fault tolerance rate of less than 3%, which means that in the process of quality inspection, if the garment thread goes beyond the quality inspection standard of UNIQLO, the merchandise will be "rebuilt and rebuilt".

As a result, the impression left by customers of UNIQLO products is not only "cheap" but also "quality".

The word used in the industry is that "UNIQLO is used as a standard for luxury goods to do parity".

2, product and visual dual marketing

If the quality of products is the first "chip" that UNIQLO wins, then self-help shopping with gold shop is an important strategy for Ryui Masa to eventually lead the world.

Anyone who has visited the UNIQLO store will find that UNIQLO, with its neat layout, concise style and stock directly placed on the shelves, has a distinct "supermarket" style. In contrast, other clothing sales stores are mostly new and almost invisible stocks.

Why do we do this?

In Ryui Masa's eyes, this is the most suitable way for middle class young people to shop.

Most of the middle class are office workers. The most notable characteristics of these people are less money, Limited shopping time, fashion pursuit and the need for "wild" clothes to switch scenes. This determines that the most popular among them is parity, simple and good quality clothing.

UNIQLO just meets the core needs of the target users, and then delivers a simple, lightweight and versatile fast fashion concept on the product. Now it seems that neither the product style, packaging or shop decoration style, Liu Jing is no exception in the product and visual spanmission of this concept. Self help shopping is also based on the young people's autonomy and efficiency.

And the location of UNIQLO's stores also chose the "gold shop" crowded area to create high-end brand concept. When UNIQLO entered China in the first place, because of its low price, many people were classified as "cheap but not good", and ended in failure.

After failing many times, Ryui Masa summed up the past lesson and thought that if UNIQLO wanted to make an international brand, it must improve the customers' view of it. In the hot business circle, a large number of offline stores are Ryui Masa's improvement measures.

The location of the core business circle always gives people the feeling of "big name", while the uniform decoration style makes UNIQLO quickly "unique".

Finally, with the characteristics of product and visual dual marketing, UNIQLO stores in China have already covered more than 70 cities, and in the global market, there are processing points in Southeast Asia, Europe and many other regions.

3, endless black Technology

With good products and marketing tools, how to make UNIQLO achieve sustainable development is an important issue that Ryui Masa needs to face up to.

As we all know, people's demand for clothes originated from "shame" and "cold resistance". Gradually, when people's material level was raised, the demand for the original ecosystem was gradually replaced by "beauty" and "fashion". Available in clothing industry Today, the era of consumption with one-sided pursuit of new styles has passed. "Comfort" and "simplicity" have become synonymous with the new era.

How can Ryui Masashiya make clothes more comfortable when he sees this?

In his view, a lot of investment in science and technology is necessary.

This is like many brands of sports shoes (such as Anta, Lining, etc.) can continue to sell well, a large part of the reason is that in today's diverse shoes, technology elements are injected, so that they can better meet the needs of customers, such as lightweight, breathable and even good elasticity.

Based on this idea, Liu well started a large-scale technology investment in the development of UNIQLO.

After more than ten years of iterative update, UNIQLO has HEAT TECH series (self heating, light, stable, absorbent, breathable, antistatic, deodorant, fast drying and other characteristics), high light down clothing series (special fiber, ultra-fine nylon material, etc.), AIRism comfortable underwear series (super fine polyester fiber, quick drying, heat dissipation) and many other Black Star Technology explosions.

In addition, 3D U-Knit three-dimensional knitting technology has been developed. The advantage of this technology is that the knitted fabric can be prepared by knitting machine at one time. It has no stitches at all. It fits the body curve better and is more comfortable to wear.

Sure enough, after owning these black technologies, UNIQLO is more comfortable with the sales of products.

The fast selling of UNIQLO's parent company announced its 2017 fiscal year's report showing that the combined income reached 18619 billion yen (about 109 billion 259 million yuan), an increase of 4.2% over the previous year and a net profit of 119 billion 200 million yen (about 20 billion 200 million RMB), up 148.2% over the same period last year. Revenues and net profits have reached a record high. Overseas UNIQLO revenue was 708 billion 100 million yen, up 8.1% over the same period last year, operating profit of 73 billion 100 million yen, an increase of 95.4% over the same period last year.

4, the future of UNIQLO

He did not stop there. In his view, digital retailing is the future of UNIQLO.

In July 2017, UNIQLO launched a digital service device called "intelligent buyer". The device has three integrated units, the AR camera, which is responsible for scanning the body of the customer. In the middle is a touchable electronic screen about 60 inches in size. On the right side of the electronic screen is a set of 4D augmented reality camera and voice playback unit.

At present, the "intelligent buyer" has covered 100 stores in Beijing, Shanghai, Guangdong, Tianjin, Fujian and many other provinces and cities. This is not a simple advertising screen. When you approach the "intelligent buyer" within the range of five meters, it will greet you with "say hi" and slide the screen. You can browse new products in the store, wear suggestions and preferential information, and even have simple interactive games.

In this regard, the answer given by UNIQLO China CMO is to provide faster, more accurate, and better matching of customers' own needs.

This point coincides with Ryui Masa's recent revelation of a new business strategy. Ryui Masa hopes that the online sales of UNIQLO will double in the next two years, raising the proportion of sales to 20%.

"We are determined to embrace future technology and do our best to turn ourselves into a digital consumer retail companies. For this reason, we have built the Ming warehouse in the six floor of the more than 16500 square meter open office in Tokyo, UNIQLO city. Ryui Masa said, "this bright project includes not only the analysis of demand accurately with digital information, but also the support for all these initiatives by using digital marketing to communicate directly with customers, including increasing online shopping services and establishing systems."

It can be said that UNIQLO stores are based on AR and intelligent voice technology. At the level of technological innovation, the industry already has a relatively mature overall solution.

However, the application of clothing at UNIQLO stores has very different innovative significance.

5, conclusion

Where there is a will, there is a way. No matter how many times they fail, they are not discouraged. It is Ryui Masa's primary quality to become the "God of management". Cutting down the category, making less and more sophisticated clothing embodies the ingenuity of the operators who are based on the needs of their customers. If the dual marketing of products and vision has made UNIQLO quickly develop its own style, a lot of black technology input and use will eventually make willow well go farther and farther on the global retail Road of UNIQLO.

Ryui Masa takes inventory of wisdom:

Wrong nine times, there are nine times experience.

What is the strongest product? At least customers have "reasons for buying".

Self help shopping is the most suitable way for middle class young people to shop.

If we want to make an international brand, we must improve the customer's opinion on it.

How to make clothes more comfortable? A lot of investment in science and technology is necessary.

Digital retailing is the future of UNIQLO.