Clothing Business Is Not Easy To Do? That'S Bull! Men And Women Kill The UNIQLO "Double 11" Easy To Sell 1 Billion

Tmall's "double 11" started in the morning of November 11th, and the Alibaba's unaudited data showed that the 2019 "double 11" trading volume broke 10 billion for only 96 seconds, compared with 2018 breaking tens of billions of 125 seconds to reduce 29 seconds. After 1 hours, 3 minutes and 59 seconds, Tmall's "double 11" trading volume exceeded 100 billion.

And clothing as a netizen "double 11" must buy goods, after the opening of activities, there is a good performance. Data show that UNIQLO Tmall flagship store has broken through 500 million yuan with 16 minute sales, doubling its speed and refreshing its record again. Breaking 1 billion yuan is also the fastest in history.

It is reported that in early November 1st, UNIQLO announced the "double 11" strategy to improve consumers' shopping experience from preferential ways and ways of purchase. On the line, the company offers a variety of coupons, including a full 500 yuan reduction of 50 yuan, a full 1000 yuan reduction of 130 yuan, and a discount from offline stores, starting from November 8th, UNIQLO members can enjoy a discount of 488 yuan or 40 yuan. It is noteworthy that the "double 11" on the day of 12, UNIQLO has also added a full 200 yuan to reduce 20 yuan coupons.

In addition to Tmall's online platform and official website, UNIQLO has launched its own online platform, flagship store. Consumers can shop online or store more than 700 stores online when they shop online. It is reported that its stores rush to deliver the fastest service an hour (within three km).

From the Tmall platform "double 11" sales situation, clothing category subdivision list, UNIQLO occupies the first place in men's wear and women's wear list, has been ranked first in Tmall's women's wear sales list for five consecutive years.

Shi Hongmei, an analyst with Orient Securities, said that the main reason why UNIQLO can sing all along is to meet the demand for cost based on basic funds. Compared with the fashion brands of fashion trends and the fast fashion brands such as ZARA and H&M, UNIQLO is not so fashionable. UNIQLO's business philosophy: "clothing is originally without individuality, and only by ingenious wearing of someone, can it display unique personality charm". Clothing is a basic component and needs to be assembled by itself.

In addition, in the statistical flagship store of UNIQLO, ZARA and H&M, it was found that the top selling products of all fast fashion brands in all shelves products were women's tights, women's T-shirts and men's T-shirts, all of which are basic products of Tmall. At the same time, DT financial statistics UNIQLO and ZARA products under the comment elements found that UNIQLO received the most comments tag is "very comfortable", "very comfortable" and "good quality", the main trend of ZARA in the "comfortable" also ranked the top three. Obviously, the "quality" and "comfort" groups that focus on clothes are getting bigger and bigger. This is also one of the reasons why UNIQLO sales are getting higher and higher. It can be seen that the basic fund in the current Chinese market can be supported by more people.

The reason behind this is that Shi Hongmei believes that this is closely related to the development stage of the current Chinese consumer market. China's per capita disposable income of urban areas is about 5500 US dollars, and the overall macro-economy is in a slowing down stage, which is close to Japan in the middle and late 80s. At the same time, the development stage of consumer culture in China is similar to that, which happened to be the social foundation for the rapid development of UNIQLO in Japan.

With the gradual slowing down of the growth of domestic economy and residents' income, consumers are beginning to get rid of the blind worship of high-end brands and high unit prices. While the middle and high-income groups are increasing their overall consumption ability, they are more concerned about the promotion of high-end goods to their own living quality, the end of the conspicuous consumption era, the return of consumers to rational consumption, and the success of consumers in the pursuit of cost-effective products. The fast development of the Xun group in Japan was benefited from that. Through its UNIQLO and GU brand, it provided consumers with high quality casual clothing at high price. On the one hand, it guaranteed the quality of products with low SKU and large single quantity and super quality suppliers. On the other hand, it reduced costs by efficient production chain management and achieved super low price multiplying effect.

Mary Wu, a researcher at Soochow securities, also said that the stronger consumer willingness of young consumer groups is expanding China's consumer market. In such a large market, the leading brands of domestic products, high-end overseas brands, and the emerging brand leaders who have grown together with the Z era in recent years have both shown a high growth momentum. The upsurge of consumption upgrading, the growth of new brands brought about by national pride and new channels have created excellent consumer company. Such growth shows that under the backdrop of slowing economic growth, the diversified demand of the Chinese market makes it possible for the consumer brand with its own unique positioning to find room for growth.

Reporters learned here that in the past ten years, UNIQLO's global business has maintained a relatively fast growth rate, and the number of global open shop has increased from 2008 to 26, to 186 of 2014. In the 2015-2018 year, the number of online stores in UNIQLO declined, but still more than 120. What is more noteworthy is that the proportion of China's UNIQLO from the net opening shop to China has increased from 26% of 2010, and by 2015, the proportion of China in UNIQLO's open shop has reached 53%. After 2015, UNIQLO opened up shop in China every year, accounting for over 50% of the total, reflecting the growing importance of Chinese business in UNIQLO's overall growth strategy. In the future, if UNIQLO wants to continue to grow at a faster pace, it will be the only way for UNIQLO to strengthen and optimize its business.

According to the insiders, UNIQLO has maintained high net sales in recent years, and has shown good profitability. It also reflects that China's fast fashion market is not "hard to do" but "entered a new stage of differentiation". It still has great potential and will generate many new opportunities.

Aforementioned Oriental Securities analyst Shi Hongmei pointed out that the UNIQLO phenomenon for the domestic public leisure apparel industry, also has several enlightenment: first, insist on cost-effective is the positioning of the public leisure apparel industry foundation, especially in the context of economic slowdown, cost-effective products market space is more extensive; two is to maintain the basic tonality of the brand, from a number of dimensions to actively attract young consumers, is conducive to avoid brand aging; three, strong supply chain management capability is the basis for long-term development of leisure clothing enterprises, and is also one of the necessary conditions to ensure product quality; four, globalization is the only way to brand evergreen.