Fast Fashion UNIQLO Borrows Traffic To Test Sink Market O2O

UNIQLO joined the rush. Recently, the Beijing Commercial Daily reporter learned from the Shanghai UNIQLO "double 11" press conference that this year, "double 11" consumers can choose the store to carry out their own service or send them urgently if they are on the flagship store or App order. The express delivery service can be delivered within one hour, and consumers need to pay the express fee. It is understood that UNIQLO has opened up online stores and stores to achieve timely and coherent inventory information. In the view of the industry, UNIQLO's move is mainly to enhance customer experience and enhance inventory liquidity, thereby reducing costs and trying to enhance brand competitiveness in the "double 11" logistics service.
To this, the reporter consulted Beijing Chaoyang Joy City UNIQLO store, the other side said that the current Beijing stores can provide emergency delivery service, the service will continue, and the company is responsible for the express delivery. Among them, when consumers buy online, they can see the stock situation of nearby stores. If the goods are out of stock, the system will also screen out the best stores for consumers to choose. In addition, customer service suggests that if the distribution distance exceeds 3 kilometers, and can not come to the store to mention it, you can choose some platform errands and UNIQLO docking.
In addition, UNIQLO said in an interview, UNIQLO has maintained 80-100 stores opening speed, and more than 60% customers from 234 line cities, the future will further sink. Beijing Business Daily reporter browsing found that the rapid delivery of services in the three or four main lines of the city's business circle has basically achieved coverage.
According to UNIQLO, express service, such as emergency delivery and replacement, is designed to enhance consumers' "double 11" consumption experience, do not wait for logistics, and do not worry about returning goods. In fact, from the beginning of 2018, UNIQLO has launched the "online order and the fastest 24 hour pick-up service" in China. From 24 hours to 1 hours now, UNIQLO is accelerating the speed of immediate delivery. According to the analysis of the industry, the biggest problem in the clothing industry is inventory. SKU leads to a shallow inventory in the clothing industry. If we can get through the inventory data online and offline and achieve higher liquidity, we can effectively alleviate the inventory pressure and reduce the cost.
Lai Yang, deputy expert of the Beijing Business Research Institute and executive vice president of the business economics society of North China, seems to be more and more obvious about the consumer's habit of staying indoors. Nowadays, more and more brands are transforming the physical stores into service terminals, which are both the experience center and the distribution center, providing consumers with the nearest store self service or distribution service. The "double 11" consumption peak period, people are eager to get goods immediately, UNIQLO achieve urgent delivery, can stimulate consumer desire to buy.
"Before the entity store and the electricity supplier are completely estranged, separate purchase goods and purchase, and now the enterprise has already opened up online and offline in inventory, and realized the integration of goods data." According to Lai Yang, with the mature application of commercial big data, brand operators can gradually improve operational efficiency, reduce costs and improve customer experience, which is also an inevitable trend.
According to the report of the 2019 fiscal year ended August 31st, the profit of UNIQLO in the Greater China region increased by 21% to 89 billion yen. In the 2022 fiscal year, sales in the Greater China market are expected to exceed 1 trillion yen.