UNIQLO: How To Promote Sustainable Development With Science, Art And Lifewear

If the international fast fashion is faced with embarrassment after China's "dividend", it does not seem to include UNIQLO. 18 years after entering the Chinese market, UNIQLO is using its China Business Model to release a UNIQLO culture in China -- changing clothing, changing common sense, and changing the world.

In the past year, in the face of the uncertainties of the environment and the increasingly diversified and personalized consumers in China, UNIQLO has made many new attempts at the same time as it develops steadily: launching the "store rush service"; creating the "summer beauty function aesthetic studio"; launching the Miao embroidery project with the Song Qingling foundation of China, delivering the power of the new generation to deliver the best embroidery; issuing its own fashion magazine project -- "LifeWear suit life" brand book; and providing more than 700 stores under the double eleven period linkage line, providing self changing service. Just like UNIQLO's responsible person made a summary of UNIQLO in 2019, "rich and substantial."

Performance is the best evidence for this. In the 2019 fiscal year, under the impetus of overseas UNIQLO and GU, UNIQLO parent company Xun marketing group has achieved the best performance in the past few years. Among them, the total revenue in the Greater China region reached 502 billion 500 million yen, an increase of 14.3% over the same period last year, and the operating profit was 89 billion yen, up 20.8% over the same period last year, continuing strong performance. At the same time, UNIQLO has opened more than 80 stores in Huaxin, and is expanding at the rate of 80 to 100 per year.

The following is a summary of the hot events in UNIQLO in Greater China in 2019.

In February, UNIQLO hosted a new press conference featuring "excellent spring and summer 24 hours" at its flagship store in Shanghai, Huaihailu Road.

In March, UNIQLO launched the "store emergency delivery" service. Users will place their products on the door of the flagship store of UNIQLO.

In April, UNIQLO built UT theme pavilions in Shanghai's global flagship store.

In May, UNIQLO joined FM105.7 Shanghai traffic radio for the first time in Shanghai's global flagship store.

In July, UNIQLO joined the China Song Qingling foundation to hold the launching ceremony of the Miao embroidery project, "the power to inherit new students to deliver excellent embroidery" at the global flagship store in Huaihailu Road, Shanghai.

In August, UNIQLO hosted the 2019 autumn and winter new product conference entitled "originating in functional aesthetics and enjoying unlimited life" in Shanghai's global flagship store.

In September, the brand book of "LifeWear service life" was launched, and more brands, attitudes, images and characteristics of products were conveyed to consumers.

In November, UNIQLO returned to Tmall double eleven men's wear category TOP1. Double eleven period, UNIQLO linkage line more than 700 stores, online order, convenient store replacement.

Looking back on the past, we will focus on the future and explore the unknown. The following is the winning business network interview with Q&A, who is responsible for UNIQLO.

Q. win win network

A. UNIQLO

　　 01

In Q.2019, what did UNIQLO consider most? Why?

A. How to promote the healthy and sustainable development of brand by using science and art. Starting from the vision of our president, he feels that sustainable development is at many levels. First of all, the design must be sustainable. This is quality assurance. Externally, we are in contact with more public welfare projects. Last year, we worked with the Song Qingling foundation. There are also many green supply chains among the cooperative suppliers.

Of course, the most important thing is to return to consumers, how consumers perceive quality and sustainable development. For a thing to be sustainable, it must have quality, and this quality can stand the test of time.

　 02

Q. what would it be if you summed up UNIQLO in 2019 with one word?

A. Rich and steadfast. In 2019, UNIQLO made many attempts, whether in the promotion of product lines, including opening stores, online and offline breakthroughs, or to some social media, sustainable development, have made breakthroughs.

　 03

Why did Q. choose the theme of "100 lines and hundred new year's new yearning" at the beginning of the new year in 2020, and publish the report on the new trend of 202 thousand industries and all walks of life?

A. UNIQLO has developed strongly in recent years, especially in the Chinese market, and has now developed into the second largest clothing brand in the world. Behind the rapid development, we really want to know how we can continue to grow with consumers through some insights in the next ten years. We have been seeking breakthroughs in order to find out the origin of consumers' support for UNIQLO, which is the origin of social, cultural and consumer behavior. We hope to find some new ideas that can bring new inspiration to consumers and even to the industry.

　 04

In Q.2020, what aspects will UNIQLO try to break through?

A. In 2020, what I think is very important is how to make LifeWear sustainable development. This sustainable development may be in products, but also in shops, in digital services, in public welfare and so on.

In terms of products, we hope to build classics, which can be sold for ten years and twenty years, which requires us to constantly polish and extend the products. At the public welfare level, we continue to carry out Miao embroidery project, trying to make everyone aware of the cultural power in Miao embroidery, and the integration of traditional culture and clothing.

　　 05

Q. international fast fashion has recently lost China, and global development is facing bottlenecks. UNIQLO has become a thriving industry. What do you think is the reason why UNIQLO can get out of tight encirclement compared with other fast fashion brands?

A. We think that art and science are different from those of general fast fashion. This is not the core competitiveness of many fast fashion brands. In the past, many fast fashion brands may be more of a fashion label and easy to homogenization. We have a very strong scientific fabric and design foundation, how to introduce some design and content, including the needs we speak today, this is a kind of art level, to redefine the clothing industry, this is a kind of future demand.

From these two quadrants, we can do our best to find some combination points. Make these yearning and people's demand for life more scientific, more artistic, more Smart, more Easy way to achieve. Science and art should be applied to life, and it will really have a sense of existence. We need to find some series. This is something we want to explore.

　　 06

Q. for today's increasingly diverse, personalized, labelled consumers, how does UNIQLO implement LifeWear service life philosophy to meet more and more new consumption needs?

A. Find the commonalities in personality and satisfy them with products and experiences. We will meet different personality needs according to its different product lines, such as UT, which is typically dynamic, with a pursuit of content and art, and functional products like HEATTECH and sunscreen. It is more healthy, dynamic and efficient. In fact, the demand is there, for us, it is just how to catch the needs of these people more quickly according to different products. Technology will become an important tool in some aspects.

At the marketing level, we are more trying to break and merge, not just online and offline, but we want to give customers a better experience. So we focus not only on the popular net red and live labels, but we will pay more attention to what the real products and experience bring to customers.

　　 07

Q. in the future, what aspects will UNIQLO develop in China?

A. I think it's back to our founder's Vision. We always feel that clothes are needed for life and for the old life. Whether through the brand concept or product design, clothing needs to evolve according to the needs of people's lives. According to the changes in the times, falling in China is innovation.

So in the future, we will learn and implement how to better follow the pursuit and insight of people's evolution and innovation based on the LifeWear brand concept of life and service. The product and service experience will always be our two core. Back to the two core idea is art and science, science is more fabric, functional, art may be more design and some new fabrics.

Written in the end

UNIQLO's business logic is very clear. With goods and services as its starting point, it always keeps an eye on consumer demand. It does not blindly follow suit and constantly explores the essence. It has been thinking about how to run sustainability into commodities, services and brand value penetration, hoping to guide the correct consumption outlook and values through pursuing the essence. As for technology and traffic, these are just tools and need to be used calmly.

After the traditional retail mode is decoded by the new retailer, the interaction between the brand and the person is no longer confined to the commodity, but the values that permeate the details, and are retained in the memory of instant emotions.