"Double 11" Has A Very Good Performance, But UNIQLO Said The Entity Store Can Not Be Replaced.

"Double 11"

Behind the sales first, UNIQLO says "physical stores can't be replaced".

Tmall data showed that during the "double 11" period in 2018, UNIQLO ranked eighth in the 1 billion turnover club.

Even so, UNIQLO is still preparing to expand its physical stores substantially.

T-shirts, down coats and shirts are three major iconic categories of UNIQLO. At present, UNIQLO's global brand ambassadors are international athletes.

UNIQLO officials say the brand currently has more than one hundred million fans in China.

UNIQLO opened the store and opened the sale of the whole platform. On the eve of the "double 11", it launched the "flagship store" APP on the "double 35" to achieve the A underground single and B pick up, and sold within 100 seconds.

In the face of such a huge and fast market demand, how will UNIQLO respond to a series of tests such as stocking channels, logistics and distribution?

"Basic" habits

In October 11th, Fast Retailing, the parent company of Uniqlo, announced its 2018 financial year report. In the current fiscal year, UNIQLO's overseas market sales surpassed the Japanese market for the first time, with strong sales in the Greater China region and two digit growth in online sales, accounting for 15% of total sales.

According to Tmall data, in the past "double 11", UNIQLO ranked the first among women's clothing brands, ranking the top three in men's clothing brands.

And the specific sales information, UNIQLO said it is not convenient to disclose.

This newspaper search UNIQLO Tmall flagship store found that as of November 14th, the number of fans in the flagship store was 15 million 173 thousand, and the product was the main fund.

The highest selling single item is a ladies' fleece single Collar Collars long sleeved T-shirt, which sells for 36 thousand months, followed by a bag of monochromatic round neck short sleeved T-shirt (men / women's wear), and a monthly sales of 27 thousand pens.

A place

Collocation teacher once said, all are UNIQLO single product collocation, even in UNIQLO spokesperson Chen Kun and Ni Ni, all appear very ordinary.

UNIQLO staff interviewed by our newspaper said that the key to UNIQLO's success is that it does not target a specific group of people.

It's like eating habits, people eat every day, and food needs not only to fill their stomachs, but also to taste and be affordable.

The basic form of UNIQLO's launch is to build and cultivate user's habit of dressing. "The real demand of consumers is the basic money. It is a garment that you must have in your wardrobe, but it may not be the most luxurious and gorgeous one."

Miss Li, a customer who was interviewed by reporters, said that although the appearance of UNIQLO's down jacket was not very colorful, its lightweight and high technology made it more attractive.

Sense.

According to UNIQLO, designers who work with brands must be familiar with the brand spirit of UNIQLO, that is, how to implement the design principles so that users can put their products into more scenes and apply to a more diversified lifestyle.

But some consumers also said that there were "minefields" in the products of UNIQLO, and the damage of accessories such as socks was extremely fast. The POLO Jersey was shrinking after machine washing.

For the design and updating mechanism of products, UNIQLO is not convenient to disclose.

"Social marketing"

Unlike other fast moving brands, traffic stars in UNIQLO spokesmen are rare.

At present, UNIQLO's global brand ambassadors include Kam Kwan (tennis player), Kunimie Shingo and Gordon Reid MBE (wheelchair tennis player), Adam Scott (golfer), Roger Federer (tennis player) peace wild dream (snowboarding sportsman).

When it comes to hot spots, UNIQLO is also launching joint products with other brands.

The UT series is a branch line that UNIQLO tends to trend.

Reporters visited the store to discover that the recent UT series launched the art Mitch cooperation with Disney and Andy Warhol, and a series of cooperation with SPRZ NY ("amazing New York!").

UNIQLO said, "people from 6 to 60 years old wear UT."

In November 9th, Ali released the "Tmall double 110 year insight: the arrival of the new consumption era" report shows that consumer groups are becoming younger and younger, and the growth rate of consumers is obvious after 95.

UNIQLO said that for youthful users, UNIQLO has done a lot of efforts in digital marketing, and more than 60% to 70% of the brand's marketing is focused on mobile digital terminals such as media.

For UNIQLO's marketing model, UNIQLO said that in China, social networking and e-commerce, social networking and word of mouth are two major trends.

"In addition to China's e-commerce platform, the huge social platform is also very active. The essence of social networking is word-of-mouth sharing, which can be driven or converted into buying behavior."

So UNIQLO spawned a small social entrance to its own brand in China.

UNIQLO's official micro-blog and WeChat's two social platforms are one of the entry points for consumers to exchange purchase feedback, while UNIQLO will interact with micro-blog fans in order to understand the needs of consumers on specific holidays.

"We have observed a very interesting phenomenon. Some customers will take WeChat to shop to find products, and sometimes even buy them."

So does UNIQLO.

UNIQLO said that the official WeChat public's tweets would account for more than 10% of the total number of concerns, which could serve as a reference for users' loyalty to the brand, but there are still many variables.

"Young people will like it very much for good content and good ideas."

UNIQLO said.

Physical stores can not be replaced

On the eve of "double 11", UNIQLO launched the flagship store APP in China, and the brand said it wanted to extend the concept of "flagship store" to the world as the "largest store in the world".

The explanation of UNIQLO's concept is that there is an unlimited SKU (Dan Pin) in the store. Users can basically find all sizes suitable for themselves, and only need one contact point to meet the needs of users, and break through the restriction of goods, time and store SKU inventory.

UNIQLO said in an interview with reporters that the inventory of goods will vary with different channels, such as the distribution of historical sales data based on specific stores, and sometimes with product publicity to increase the number appropriately.

UNIQLO admits that although there are experience advantages in physical stores, there is a lack of sufficient inventory space to meet all the challenges of users' individual size and so on. At this point, the key to getting through online and offline channels has become a key.

"If customers can't buy it at the store, they can buy it directly through the online flagship store. At this time," inventory "is not limited to the scope of the store. The integration of online and offline makes inventory no boundaries.

In early 2018, UNIQLO launched China's "online order, the fastest store in the country 24 hours to pick up" services.

According to public sources, UNIQLO introduces RFID tags to 500 stores in China. Through RFID technology, UNIQLO can monitor store sales in real time and timely deploy products.

In the future, UNIQLO headquarters will have advanced practices in warehousing and logistics, including the use of UAVs, automation and so on.

Specific to China, UNIQLO owns several logistics partners including SF.

The company responsible person said that in last year's "double 11", UNIQLO completed almost 89% of the order delivery within a week.

UNIQLO believes that physical stores have an indispensable value. In the future, they will focus on capital sinking in China's three or four tier cities, and still need higher logistics costs in construction and development channels.

UNIQLO said the sale of information was not easy to disclose.