Besides Clothes, What Exactly Does UNIQLO Sell To Us?

UNIQLO is a company selling basic clothing. Everything is common.

It is not as attractive as Chanel. It is not like Zara and H&M full of fashion sense, nor does it represent the new retail mode like Taobao and Tmall.

But why is Ryui Masa, the founder of this company, the richest person in Japan and even Asia for many years? What is the sale of UNIQLO to us?

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Some may say that what UNIQLO sold to us is

Grab a sweater, jeans and so on.

But the fact is not so simple.

It is just a tangible thing bearing knowledge. Whether a company's products have value or not, the most important thing is to see what is invisible to it.

UNIQLO is often classified as fast.

It is parallel to Zara and H&M, but unlike other fast fashion brands who focus on fashion design, UNIQLO pays attention to the technological innovation of basic products.

UNIQLO once said that he is a technology company and his competitor is apple. Only at this level of thinking can we correctly understand UNIQLO.

Let's take a look at the Apple's Apple logo, but Apple's design is amazing. If we look at the first generation of iPhone from the 2007, to the current iPhone 7, does it have an amazing design?

What exactly does UNIQLO sell to us?

In addition to the big touch screen it brought to us at first, this is both a technological breakthrough and a breakthrough.

Apart from the characteristics of breakthroughs, Apple has given us a natural design, but behind it is enormous technological progress.

We can say that although iPhone is famous for its design, it is more important to encapsulate technology with elegant design.

Similarly, when other clothing companies pour designs and luxury into their clothing, UNIQLO infuses clothing with "technology".

This is why UNIQLO once said that it is a technology company and its competitors are apple.

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Let's take a look at two cases of UNIQLO classics.

The fleece is now an ordinary fabric, but it was brand new 20 years ago. UNIQLO and fabric manufacturer Dongli developed the fabric of fleece, made the clothes originally used for mountaineering into fashionable casual wear, and the fleece clothing was sold in autumn and winter in 1998. UNIQLO's shop in Tokyo was even considered to be a fleece store.

A joke in fashion circles is that no matter how cold it is, you can't wear autumn trousers anyway.

In fact, this kind of commodity has been completely changed by UNIQLO.

In 2007 and 2008, UNIQLO launched a thermal underwear called "HEATTECH" (thermal technology), which has very good thermal performance and is very thin. It is a high-tech garment combining high technology and fashion.

In the autumn and winter of 2007, thermal technology underwear sold 20 million pieces in the Japanese market.

It is usually predicted that similar clothing sales of 50 thousand ~10 a year will be a good achievement.

For technology, Ryui Masaari said: UNIQLO should create "comfortable, fashionable, stylish, moderate, high performance, high quality and affordable" leisure.

"

Technology is used to make people lead a better life.

What UNIQLO does is to inject fabric technology into its products.

What exactly does UNIQLO sell to us?

Other clothing companies are pouring fashion into fashion, design and luxury, but UNIQLO does not, in fact, inject different things into tangible clothing.

For clothing products, UNIQLO can be said to be different from all other clothing companies. Ryui Masa said: "clothes are part of clothing."

What this phrase means is that UNIQLO is not just a clothing company, but rather a company that sells screws, nails and other parts.

Other clothing brands are trying to create an atmosphere, while UNIQLO is just making parts indifferently, making up their own overall clothing style by consumers themselves.

UNIQLO's product concept is, "clothes are supporting roles, and clothes are the leading role."

UNIQLO has used the brand slogan "LifeWear" for more than 10 years, which means that clothes are suitable for life.

"Man" is the soul of life and clothing.

Misaki Sato, a famous Japanese designer, and once helped UNIQLO to carry out brand innovation, he described the brand positioning of UNIQLO: the super rationality of aesthetic consciousness.

These ideas are what UNIQLO injected into clothes, and it makes everyone's necessities with such a concept.

What exactly does UNIQLO sell to us?

In general, UNIQLO, an ordinary clothing company, has achieved such great success because it has injected two key knowledge into its products:

Beautiful and super rational daily clothes;

Epoch-making functionality and technology.

UNIQLO and its parent company's fast selling concept coincide with its product design.

UNIQLO's goal is to provide real good clothes and innovative clothes, so that everyone in the world can feel joy, happiness and satisfaction after wearing them.

The idea of fast selling of UNIQLO's parent company is changing clothes, changing common sense and changing the world.

03

We have seen some beautiful designs, such as specially designed floor lamps and super beautiful teacups, which can not resist the temptation to buy them home. They are so beautiful.

However, they are not suitable for daily life.

For example, from a technical point of view, people who experience high quality VR helmets will agree that VR represents the forefront of technology exploration and attempt, which enables us to experience realistic scenes that are more realistic than reality.

It is true that it is more realistic than reality because we have no chance to see it in the flesh.

But so far, almost all VR products are very bad products, because their creators are just trying to plug in new technologies and knowledge that they have grasped, so the result is a freak.

With iPhone, we will not feel very abrupt, but wearing a VR helmet will be a monster to others.

This is the bad consequence of unsuitable new technology in products.

What exactly does UNIQLO sell to us?

What UNIQLO sold to us is actually knowledge. It turns knowledge into tangible things.

In the past, all physical goods were made, and UNIQLO and its everyday clothes were just one of the outstanding cases.

When we create products, we should take UNIQLO as an example to create products that users need and adapt to the latest technology and apply them to enhance people's lives.

As Ryui Masa said, we consider the starting point of all the issues, and we must stand on the "consumer's standpoint": "what can this bring to the consumer?" "is this what the consumer really wants?"

Jonathan Kagan and Craig Vogel, two professors at Carnegie Mellon University, have divided products into four quadrants by using the technology of modeling and technology for two axes to show us what kind of breakthrough products we should create.

Their conclusion is:

We should create "high modeling, high technology" products, that is, the products in the upper right corner of the quadrant, which are aesthetic and new technology.

This will also be a product of high value, so it can be summed up as good shape, high technology and high value.

A successful breakthrough product becomes a necessity when it comes to the market.

When we design products, we must have the goal of making such a breakthrough product, making it a natural necessity.

The successful example of UNIQLO is that we should inject knowledge into the product (idea, design, technology) and create products that users feel useful, useful and desirable.

This rule is equally valid for both physical and virtual goods.