UNIQLO Wants To Be An Evergreen Tree. Where Is The Trick?

Although there has been a scandal in Sanlitun's "fitting door", it has nothing to do with the scandal of UNIQLO itself, which seems to be unable to prevent the growth of UNIQLO, from the number of stores to sales, and so on. UNIQLO has been strong again and again.

If you remember the scenario of double eleven last year, you might as well check out the final performance of UNIQLO in that spending spree, and you will find that UNIQLO continues to shine.

The tenth eleven "double eleven" UNIQLO Tmall flagship store traded 35 seconds to break 100 million, and the online and offline businesses were booming, maintaining double-digit growth and eventually becoming Tmall's "double eleven" men's and women's wear sales champion.

In fact, the performance of the so-called double eleven is just a glimpse of UNIQLO, and UNIQLO is not the first time in Tmall's "double eleven" splendor, it is not the first time to win the "double eleven" men's wear and women's clothing category sales champion.

The reason why I mentioned the double eleven in the past six months is that it can reflect the performance of UNIQLO, which reflects the power of UNIQLO and shows good daily operations to consumers and industries.

So, what makes UNIQLO's clothing sales company grow and shine year after year in the era of retail and clothing industry?

Shaping product advantages through technological innovation

At the end of the last century, UNIQLO tried bravely on the road of technological innovation, constantly improving its R & D technology and production technology, and often introduced some popular products with cost advantages and price advantages.

For some seasonal fashion fabrics, UNIQLO, under the premise of ensuring the performance of its fabrics, has greatly reduced its production cost through technological research and development, and even made the selling price of its products less than half of the price of similar products in the market.

UNIQLO, with a lower price and higher quality, has set a record for the sale of 26 million garments, and has successfully listed on the Tokyo stock exchange and has topped the list of the largest clothing manufacturers in Japan.

Since then, UNIQLO has been working with Japan's top garment research and production institutes to set up a specialized fabric innovation and research team, and has launched a series of products with high quality and low price, such as HEATTECH, BLOCKTECH and ULTRALIGHT DOWN.

No wonder, Ma Yun said, looking around the world, he admired two entrepreneurs most, one was Starbucks founder Schultz, and the other was Ryui Masa, who sells clothes.

The biggest characteristic of Ryui Masa is that he is not satisfied with the current situation and does not seek stability. He even believes that the stable growth of enterprises is a disease.

Therefore, in the products, services, store management, marketing and other aspects of UNIQLO, you will continue to see the courage of innovation, in these innovative initiatives, through the enterprise intelligence of UNIQLO.

Using the wisdom of the times to integrate into the new marketing and new retail pformation wave

As a giant in clothing marketing, UNIQLO naturally has two hands on line and two hands are not idle, but what is unthinkable is that UNIQLO's strategy of double line penetration is excellent.

In fact, the shop next to the UNIQLO line has been working hard and shining.

UNIQLO has made a comprehensive and fine adjustment of inventory, warehouse location and logistics. It has achieved the goal of getting the national stock and Tmall online open, allowing customers to pick up clothes from more than 100 cities and more than 500 storefronts in the whole country after placing orders on Tmall.

Realized the entire China region comprehensive opening, online order, offline pick up goods.

In the offline stores of UNIQLO, the "smart buyer" technology service system was introduced to provide customers with new and detailed service experience.

"Intelligent buyer" can actively greet customers, interact with customers, recommend new products to customers, and make suggestions for collocation.

This is a high level of consumer experience in offline consumption, and also quickly set up a distinctive personality of UNIQLO's brand image.

In addition to the wisdom experience of stores, UNIQLO's innovation should be distributed in the whole field of marketing and services, promoting the upgrading of sales business from the perspective of new retail and new marketing.

UNIQLO and Google cooperate to predict the demand of commodities through AI analysis of climate and fashion trends, and adjust the supply chain and inventory through digitalization.

In warehouse management, the automation of warehousing and distribution is achieved through the introduction of intelligent robots, which ensures 24 hours of no interruption and greatly saves labor costs.

In terms of daily customer service, customization, label management, self-help retailing, UNIQLO is also rapidly promoting artificial intelligence, realizing intelligent marketing and intelligent retail.

It is undoubtedly wisdom to pform the wisdom of the times into one's own wisdom.

Because of the innovation of technology and service system, customers can get better experience in UNIQLO consumption than other stores.

UNIQLO is able to get access to stores, online stores, all platform products, the same price of selected commodities online and offline, the online offline promotion, and store replacement services.

During the double eleven period last year, customers could easily buy the same clothes that they like in the stores and online shops of UNIQLO stores. At the same time, they can buy goods online, buy the goods online, and make the choice convenient, and the clothes bought at UNIQLO online store can be exchanged in stores promptly, which brings great convenience to customers.

This kind of service design makes customers feel comfortable and comfortable.

UNIQLO joined hands with Alipay earlier. It introduced AR technology to shops for the first time, and distributed AR real scene red packets to increase interest in shopping.

UNIQLO realized the way of sending products and information through the digital platform, including social networking platform, WeChat and micro-blog, in building intelligent interactive system for the store, building APP member ecology, and building a new marketing system of UNIQLO's new retail store, so that UNIQLO's online stores and stores can be integrated into one, eventually forming a new retail and new marketing closed loop, such as customers can place orders on UNIQLO online stores, and stores can arrive 1 hours, which provides customers with very excellent consumer experience.

The dual channel shopping mode, efficient express logistics system, plus UNIQLO's strong position in the Chinese market, UNIQLO's marketing activities often have good and excellent performance.

The flagship store launched by UNIQLO last year has made the new retail color of a clothing selling company more intense.

Enter WeChat's little program of UNIQLO, open the location and search the specific location and distance of the nearby UNIQLO store. Click on one click navigation to view all the merchandise inventory, color and size of UNIQLO. If you want to try it on, you can navigate to a nearby store by one button, and save the steps of the handover procedure.

UNIQLO's "flagship flagship store, one click shopping" responds to the needs of consumers for personalized value-added services, updates O2O's new retail service, and opens up multiple platform entries, that is, buying, placing orders immediately, and sharing at any time.

UNIQLO is trying to get online and offline from the entire retail layout, so that customers can see, buy and touch online.

Through the digital platform, customers can choose the desired goods and sizes on the platform, and expand the space of goods and fields.

At the same time, from the consumer's point of view, a simple three step can complete the purchase behavior, and finish the scene like buying and watching.

UNIQLO's new retail exploration has not only achieved good results, but also won the affirmation of the industry. The vice president of Alibaba group highly praised him. He believed that as one of the first brands to embrace the new retail business, UNIQLO's business model was very original in the clothing industry, focusing on supply chain optimization to provide consumers with high quality products and services.

It will also set up a benchmark for efficient operation of apparel industry and quality service for new retail business.

Fully implement data management and serve customers accurately.

UNIQLO has been strengthening the construction of Direct stores without joining the route.

Such a practice is undoubtedly a kind of care and responsibility for enterprises, brands and customers.

Of course, the development of joining is not without any responsibility, but in UNIQLO, it seems that its direct business may be more assured of the improvement of services and the comprehensive protection of commodities.

UNIQLO believes that the most fundamental solution to the problem is how to control the real and effective information at the first time. The most fundamental way to solve this problem is to collect feedback channels, while direct stores are the best source and channel. Another key is how goods and services can capture the hearts of consumers.

UNIQLO believes that the battalion can let itself grasp the data and business information of the stores for the first time. Through these data and information, it constantly corrections the headquarters and R & D departments and marketing departments to judge the first-line market, and promptly grasp the business opportunities, and make quick and accurate decisions.

This is also an origin of UNIQLO data management.

Starting from the establishment of the company, UNIQLO collects all sales data of each and every store and accumulates huge databases every day.

Through real-time monitoring and analysis of sales data, to formulate output and adjust marketing plan, UNIQLO can basically achieve zero inventory.

According to the feedback from all kinds of data, UNIQLO keeps reducing SKU and is committed to doing well the basic funds favored by customers.

The so-called basic money is the money that everyone can wear, such as T-shirts, jeans, underwear and shirts.

It is said that Ryui Masa, founder of UNIQLO, observed a phenomenon: in the daily operation of clothing stores, basic funds usually account for 30% of total sales, and most consumers mix the popular and basic funds of each season.

It is difficult to do the basic money. Even in the eyes of the world-famous fast fashion brands, it is difficult to achieve such an emphasis on the proportion of data such as UNIQLO, but UNIQLO can do in color and style, for each SKU, design a variety of colors, many styles, men, women, old and young full coverage.

This is due to strong data collection, data analysis and data utilization capabilities of UNIQLO.

For "double eleven", the best test marketing opportunity, UNIQLO is also doing enough data management homework.

On the eve of two 11 consecutive years, UNIQLO will join the third party research institutions to launch a dual 11 consumer expectation survey.

Before the arrival of the "double eleven" in 2018, UNIQLO obtained a detailed survey result, and their survey results showed that 76% of consumers hoped that the price of the products would be pparent, disgusted with "rising and falling down and false promotions", and 72% of consumers hoped that the "double eleven" promotion time would be longer than the "double eleven" day, which would facilitate the purchase choice; 78% of consumers would like to enjoy personalized after-sale value-added services in nearby stores; 72% of consumers hoped to achieve quick pick-up of stores in different places, even if they were not in a city, they could also quickly send warmth to their families.

It is based on these survey data that UNIQLO upgraded the corresponding new retail experience last year. Not only did it win two "crowns" of Tmall men's and women's clothing in double eleven, it also ensured that they were still in the forefront and firmly occupied the new retail global operation benchmark.