UNIQLO: The Spirit Of Brand Core From The List Of Explosive Products

The fast selling group of UNIQLO parent company released its 2019 first half financial report last month.

UNIQLO turnover increased by 80 billion 900 million yen in half a year, reaching 1 trillion 267 billion 600 million yen, an increase of 6.8% compared with the same period last year, and a record high.

Among them, the sales of overseas business of UNIQLO increased by 72 billion 500 million yen, and the performance in the Greater China region was outstanding.

It was also last month that UNIQLO launched the second comfortable AIRism underwear series with designer AlexanderWang, which caused a lot of excitement in the fashion industry. KOL and red tide people shared the trial and feel experience of the new series.

When underwear is no longer confined to conventional wear experience, but with the dual attributes of comfort and fashion, UNIQLO's another explosive product is born.

The success of AIRism's comfortable underwear series is in essence an upgrade of UNIQLO's series of explosive products.

As Ryui Masa, founder of UNIQLO, said, "the best way of doing business is to get a very high sales performance with just one commodity.

This is the most efficient, and most profitable way. "

"Change clothes, change common sense, change the world."

This is the mission of Xun marketing group. The founder of Liu Jing is never pursuing the goal.

So how can we sell uniforms in the best selling world? How can we satisfy people's daily dress needs and improve people's lifestyle through creating continuous explosive products?

Starting from essential categories, we create high-quality single products that enhance people's lifestyle.

From his father's Western clothing store Ogori Shoji to the creation of leisure products as the main product of UNIQLO, Ryui Masa has an innate sense of smell about how to make money.

The particularity of a small county's commercial operation of high-grade suits has certain requirements and restrictions on the working environment and consumption level of the consumers. The cycle between investment and repayment is very long, which makes Ryui Masa realize that such a business is hard to generate a higher turnover.

In contrast, casual wear is cheap, even if squeezed stock will not be a big loss, and will not wait for a long process of capital withdrawal. From the perspective of business mode, the proceeds are more obvious.

More importantly, this is the most popular category that the mass population needs to buy. From here, it is closer to Ryui Masa's intention to change the general knowledge of clothes and improve the quality of life for consumers.

In 1991, Ryui Masa changed the company name from "small county commercial company" to "Fast Retailing Co., Ltd. (fast Marketing)". At this time, "UNIQLO" has been accurately positioned in the basic product line of life without age, gender and identity difference.

Fast drying elastic pants, Easycare and other products are integrated into the scientific and technological force, so that the comfort of fabrics has been greatly improved. HEATTACH and AIRism series are the "black technology" of the clothing industry. Once launched, they become the necessary explosive products for UNIQLO workers.

Because of its heat preservation and heat resistance, HEATTACH series has changed the heavy and airtight biases of trousers, and has improved the comfortable experience of winter clothing.

The AIRism series is suitable for all ages, climate and other different scenarios. It provides comfortable clothing for any occupations and consumers in various environments.

Whether it's a white-collar worker who commutes on the subway every day, a flying tramp who travels frequently in different seasons, a chef who works continuously in a hot kitchen, and a takeaway on the way to lunch in summer.

The comfort and light of AIRism have been integrated into every detail of life, so that millions of users are no longer worried about summer problems such as sticky sweat and stuffy space.

Breaking the restrictions of crowd and scene, UNIQLO is bringing the improvement of quality of life to consumers, which is also the top priority of creating commercial explosive products.

Integration of technology innovation product upgrading, leading the quality of life in the future

When brand accuracy connects people with product types, how to enhance the competitiveness of products becomes particularly critical.

UNIQLO has found the core element of creating breakthrough products quality upgrading.

When HEATTACH was first launched in 2003, it sold 1 million 500 thousand pieces.

In 2004, the product increased antibacterial function and quick drying function. In 2005, it increased the moisturizing function and gained the support of women who wanted to prevent skin dryness in winter. The sales volume reached 4 million 500 thousand pieces.

In 2006, UNIQLO combined with the chemical fiber factory to further enhance the diversity of functionality and variety, until 2010, sales increased to 80 million pieces.

Joining Science and technology is the best way to make products difficult to copy and surpass easily.

UNIQLO is constantly upgrading its products through technological innovation. The added value of new products has helped UNIQLO break through the trade barriers of the basic leisure wear industry and create the added value that consumers really need.

For clothing, fabric is the most important factor affecting the wearing experience.

UNIQLO AIRism refreshing underwear series uses copper and ammonia fibers with moisture absorption and desorption properties. It effectively adjusts the comfort of the clothing's micro environment, accelerates the thermal movement of the smooth surface, and makes the skin feel cool under hot weather and hot environment.

Professional golfer Adam Scott has been a loyal user of UNIQLO AIRism products for 6 years.

"Remember when I played it for the first time, I played very well. After that, I wore it more and more. It became part of my life and I couldn't live without it."

Also loved by many professional athletes is the introduction of DRY-EX series of high-performance fabrics.

The well knitted DRY-EX fabric has a good function of sweat absorption and quick drying, and has breathability, which makes sport wear more comfortable.

Another UNIQLO summer Monday sunscreen clothing series has achieved "instant sun protection" through scientific and technological efforts.

The fabric technology of UNIQLO is used to weave sunscreen material into yarn. The UV protection coefficient UPF>40 can block more than 95% solar ultraviolet UVA.

On this basis, UNIQLO added durable waterproofing properties to fabrics.

As for the audience, there are not only women's styles, but also men's and children's hats with ultraviolet protection function. Once again, they combine functional and practical consumption groups with different age and gender.

From product design to consumption experience, the ultimate customer service conveys the spirit of brand core.

When the practicality and technology of the product reach a certain height, upgrading the design sense of the product and the purchase experience of the user will enable the user to have a deeper connection with the brand from the emotional level.

This is also the most value-added part of the consumer product.

From the design level, UNIQLO's design is mainly based on simplicity, with the purpose of providing comfortable clothing for consumers in all kinds of scenes.

With the excellent designers in different fields, the original explosive products have improved in fashion and wearability.

The new products that are working with Alexander Wang use the most frivolous AIRism fabric ever made, just as comfortable as second layers of skin.

UNIQLO knows that "practicality + technology power + design sense = the ultimate product". On this basis, what we have to do is to enhance the user's consumption experience.

In addition to the simple decoration style and neat display of goods, UNIQLO is also specialized in creating a specific exhibition area and interactive area to provide customized services for consumers.

This year, UNIQLO has set up a small ultraviolet experimental device in the national stores, giving consumers an intuitive understanding of how high-tech fabrics enhance user wear comfort.

The ultimate pursuit of product quality and the continuous upgrading of user experience.

The core business logic behind UNIQLO's explosive products is to link clothes closely with people.

This concept is the reflection of the core spirit of UNIQLO brand, which is suitable for life.

By constantly upgrading the quality of clothing, consumers can buy functional clothing and comfortable clothing at a low price, and change the common sense of those who are so excited about the price and improve their quality of life.

This is the mission of Xun marketing group and the significance of "explosive products" in the commercial society.