UNIQLO 16 Minutes Break 500 Million Tmall Double Eleven Brand Battle Start

China service network news, November 11, 2019 zero bell struck, Tmall eleventh double eleven shopping street officially opened the brand battle. The fast fashion brand UNIQLO once again showed the popularity of the Chinese people. After 16 minutes, the turnover was broken by 5 hundred million, and became the leader of Tmall apparel brand in one fell swoop. It is understood that the brand turnover last year spent 35 seconds.

One of the famous fast fashion brands in Japan, UNIQLO, has been involved in Tmall double eleven since 2012. It has gone through eight years and has won the top list of clothing sales for five consecutive years. The way to go is the direct shop mode, the same line and the same price on line, and quickly clean the clothes through the way of line drainage.

This year's double eleven, after ten years of development, consumers have changed the habit of consumption, and clothing brand Tmall merchants are more cautious, no longer blindly emphasize the price is low, but seek a broader sink channel. Therefore, UNIQLO closely follows the consumption trend and implements the O2O strategy to the end. That is to say, the first opening online order, the nearest store return function (before providing the store pick up service), has greatly eliminated consumers' skepticism about online and offline apparel quality, and produced trust.

In terms of goods preparation, UNIQLO launched 100 new autumn and winter products during the double eleven period, dominated by basic and bottoming shirts, diversified versions and new designs. It includes the HEATTECH warm underwear series, the fleece series, the senior light down series, and the new Hybrid high performance composite coat series developed with Olympic athletes, smart and warm.

In terms of supply chain, UNIQLO has over 700 stores, strong support system and flagship store on hand, which can ensure that even in different places, the stock can be completed within one hour.

In fact, for consumers, double eleven advertising, return process is cumbersome, customer service is not timely enough, and online and offline goods, the discount allowance can not see clearly, prices fluctuate are pain points, UNIQLO's popularity in the Chinese market is the main reason to help solve their pain points, win a sense of trust. In the future, we will decode traditional retail in the new retail way, and make the simple clothing styles and services to the extreme, and help them with science and technology. These are the exceptionally clear business logic.