Repeat 2019: UNIQLO'S Cargo Yard

　　 For the internationally recognized four fast fashion brands, ZARA in Spain, H&M in Sweden, GAP in the United States and parent company in the fast selling group UNIQLO. Among them, the "four big" in the domestic management of the number of stores ranked by UNIQLO.
After rapid growth and brutal growth, fast fashion began to be questioned in the winter of 2015. In the twinkling of an eye, the end of 2019 is coming to an end. Young consumers are becoming more and more picky. Retail low tide has spread to the Internet. For the fast fashion "uniqe" UNIQLO, looking back on this year in the era of high growth, it is doomed to be extraordinary.

Source: brand official

　 goods
UNIQLO in this year, in the human, goods and field ecological circle construction compared with other brands richer.
In terms of control of raw materials in the supply chain, UNIQLO has built a large and deep quality supplier network around the world, which is closely related to the cooperation of chemical fiber company Dongli group. This advantage ensures large-scale production to reduce clothing costs and the continuous R & D of comfortable fabrics.
Integrating design language, advocating simplicity in style, "never out of date".
In the 80s of last century, UNIQLO had no advantage in cheap clothes, but in 90s, it devoted itself to fabric research and development, giving it the functions of fleece, quick drying, sunscreen and heat. In the past two years, the fashion circle has won the crossover and joint name.
As the core word of the year 2019: "joint name" project, UNIQLO's landing and publicity methods on the IP and two line of online shopping are changing constantly, so that consumers can enjoy a unified sense of activity wherever they come into contact with the joint series. Working with movie artists to cooperate with the former masters of Hermes, there are several times a year.
In June 3rd, UNIQLO and KAWS jointly launched fashion apparel. UNIQLO stores once appeared customers scramble for hot money joint T-shirt, hit the screen, and some even model clothes did not let go. "The focus is not on what IP is, but on brand value. What do you want to convey through IP?" Brands look at this point, "cross-border and joint names are all temporary fanaticism."
The latest 2019 autumn and winter series, the brand found the Finland national treasure brand MARIMEKKO, launched the second limited joint name.
In fact, UNIQLO's biggest "magic power" is to make young consumers experience fashion and comfort with the highest price ratio, ensuring both cost performance and fashion sense. Not only is kaws, UNIQLO's seven dragon themed series T-shirt, weekly Youth Theme clothing has also been sought after by domestic teenagers.

store
In the 2019 fiscal year, UNIQLO came to the forefront. UNIQLO has opened more than 2200 stores worldwide. For the first time, the parent company has been selling overseas markets for the first time in excess of its local Japanese market, which means that UNIQLO is making good progress in opening stores to the sea. In particular, the Chinese market has played a great role in boosting.
As of March 2019, there were 825 stores in UNIQLO Japan, while 767 in China. In the 2019 fiscal year, the Japanese market of UNIQLO added only 30 stores. In the Greater China region, 91 new stores were added, and the market grew far beyond the local market. According to the brand planning, the number of stores in China in the 2021 fiscal year will reach 1000. At the same time, in the 2019 fiscal year, revenue was 502 billion 500 million yuan, and 89 billion yen was realized in China. Whether it was offline stores or online flagship stores, they were doing well: they refreshed sales in double eleven and broke the fastest record of 1 billion yuan.
To cope with the escalation of consumption, UNIQLO, as the pioneer force in the new retail industry, opened the shop to the box. In addition to the shops, residents can also buy HUAWEI phones and UNIQLO clothes at home, using box App, which can be delivered in 30 minutes, playing with new retail formats.
Looking at other international markets, in December 6th, the first store in UNIQLO Vietnam opened in Baisheng mall in Hu Zhiming. The store has three floors, with a total area of 3000 yuan. It received over 2000 customers on the same day, and the number of consumers coming to the store more next day.
　 people
In April of this year, Sun Zhengyi, the boss of UNIQLO, defeated the head of Softbank group with $24 billion 900 million. In dollar terms, Ryui Masa has the highest value added of wealth, and his business has increased by $5 billion 600 million since last year. Ryui Masa and his family are currently holding 49% of fast selling group, which is currently the third largest clothing retailer in the world.
Behind the increase of Liu Zheng Jing's business is the brilliant business performance of the fast selling group. The founder's words and manners were once the fashion weathervane of the clothing retailers. In September of this year, London said that UNIQLO opened the first store outside Japan, and officially opened the way of internationalization of the fast selling group, taking clothing as the carrier, observing the changes of the times and lifestyles and practicing the idea of functional aesthetics.
epilogue
In 2019, it was said that fast fashion brands were not doing well. Fast fashion such as Forever 21 and H&M was in deep water. So why did UNIQLO fare well? A more important point is that it does not follow the hot topics of transient wind, such as net red and live broadcast, but rather slowly, thinking about the market from the perspective of consumers and retail. Compared with styles, consumers pay more attention to product quality and lifestyle and attitude represented by brands.