Among the Japanese fashion retail companies, only Uniqlo and Muji are recognized as successful in China. Especially Uniqlo, which ranked first in the store list with a total sales of 1.5 billion on Double Eleven in 2019. Uniqlo's overseas sales exceeded Japan's domestic sales in 2018.
UQLO Greater China CEO Pan Ning once analyzed six reasons why Uniqlo is popular in China at a group settlement meeting held in Tokyo last year.
1: "Successful"
1: Uniqlo's successful brand building.
沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪 沪The result was 1st place in 2018.
In the early stage of developing business in China, according to the instructions of founder Yanai Masato , he worked hard to carry out brand building and publicity activities every day. In the end, Uniqlo won the top spot in the 2018 Greater China brand rankings.
Now the foggy support and high recognition. The number of customers who come to the store has increased the purchase rate of "LifeWear" and the purchase rate of customers.
Now Uniqlo has received overwhelming support from customers and has a high reputation. In particular, the concept of "LifeWear" advocated by Uniqlo is deeply rooted in the minds of customers. The high-quality and cost-effective daily clothing has made it well received, which has also promoted the increase in the number of people in the store and the purchase rate.
2: "Dijijita ルーケティングの用と evolution"
2: The expansion and evolution of the e-commerce market.
SNSによるマーケティングがしているる. New products New products on SNS are extremely popular with customers.とくにMost of China WeChat (ウィーっットや) Weibo (ウウォームームームームームームームームームームームームームームームームームームームームームームームームームームームームームーームームーームーームーームーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー� ファッシンョョもThe average consumer in the industry has achieved great success. KOL's information information products are purchased, new SNS products of KOLs, and high-quality products of KOLs.
SNS has brought about a boom in the market. Especially actively promoting new products or new events on SNS will attract a large number of customers. Among them, operations on WeChat and Weibo platforms in mainland China can significantly increase young potential consumers. In the fashion industry, it has also achieved success in gaining a large number of KOLs (Key-Opinion-leaders) that have influenced the general audience. Consumers see the information sent by KOL and buy goods, and then show a "buyer show" on the self-media platform, thus making the market effect a higher level.
3: "His society's products are not available for product"
3: Uniqlo's products cannot be imitated by other companies.
high-quality, high-functional material and high-performance, and sexy ratings for shoes.ユニクロを represents the product of Chinese living people.
uses high-quality and high-performance materials, while Uniqlo's core products have also received good reviews for their fashion. Uniqlo products have become an indispensable existence in Chinese people's daily lives.
"UT" exists, and the adults are welcomed.Manga Ukiyoe, Japanese, corporate, and world's works.
"UT" is very popular among young people. Comics such as comics, Ukiyoe, and other Japanese-related content, cooperation with international companies, works by world-class artists, etc., are also Uniqlo's fans-attracting artifacts.
4: "Successful store strategy"
4: A successful store opening strategy.
business, buying power, trustworthiness, and strong first-class cities (Beijing, Shanghai, Huangzhou, Shenzhen) center stores, 200 stores in the first-class cities, and about 3 stores in China. Level 2 city and Level 3 city. 100 stores in the past year, the number of stores, one store, one store, one store, "a store", and a high-quality store. "Deficit Store" refers to the words, "季ゼローコススもももしている. 2021 annual 1000 stores are decided.
When he first started his business in China, he chose to open stores in first-tier cities (Beijing, Shanghai, Guangzhou and Shenzhen) with strong purchasing power and communication power. The number of stores in first-tier cities reached 200, accounting for about 30% of the total number of stores in mainland China, and the growth potential of second- and third-tier cities is also very high. In the future, 100 stores will continue to open each year, and not only the number of stores will be opened, each store will earnestly carry out "store management" and increase revenue. The goal is to "no store losses" and implement "low-cost operation". It is scheduled to exceed 1,000 stores in China in 2021.
5: "EC business is huge"
5: The expansion of e-commerce business.
China's extraordinary career, August 2021 issue, the high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high-level high- "You Ming 。。"。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。� O2O (オンライントゥ·オフライン)にもとエエオンラインにがにある. The country and the mainland of China are mainly in China, the store EC, the store storm, the store storm, the store storm, the store storm, the product is being purchased early.
China's e-commerce industry is very developed, and the sales of the August 2021 period are planned to account for more than 30%. The "Youming Project" that has entered the world has also begun to be implemented, and will gradually establish a retail model integrating online and offline based on O2O. Especially in mainland China, where the market is active, the store also assumes the responsibility of an e-commerce warehouse, clearing inventory while conducting sales efficiently and quickly delivering goods to consumers.
6: "Strong いぼムワーククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククククク
competes with the Chinese market, and the Chinese market is always strong and strong. The cultivation of talents in the family is strengthened, the daily life of the company is one person, and the education of the company is the most important. The local area, the strong system of the main body, the successful examples of learning and learning together, the successful examples of the business practice, the successful practice of the business.
In order to survive in the fiercely competitive Chinese market, Uniqlo has established a "strong team management system" that always maintains tension. Strengthen the structure of elite talent cultivation, and the upper-level leaders clearly convey business policies to each employee through daily communication and thoroughly implement employee training.Not only in the store, but also maintain a strong joint cooperation system with the headquarters, learn from each other's successful cases and implement teamwork business strategies, which guides Uniqlo to achieve success in China.
The topics in the future are は, 4つある.
There are four future topics.
1つは, "The cultivation of talents of the genitals"だ. , now, the stage lively and lively.
first, the cultivation of business talents. is not only in China, but will continue to cultivate operators who can be active worldwide in the future.
2〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤〤� Inspire the enhancement of the していく. Products are enhanced. China's policy of one person, and now it will be big. Products in the industry.
Second, develop the younger generation of consumers. , especially in recent years, the marketing strategies that younger generations have been able to flexibly use electronic products and actively launched to them have achieved great success. This marketing strategy will continue to be improved. At the same time, it will also improve the quality of children's products. China has now abolished the one-child policy and has huge market potential, so children's products will also target the industry's number one goal in the future.
3つは, "Level 2 and 3 urban commercial insurance"だ. Local stores are sold with great success and enhanced popularity. The China Clothing Conference held a 2018 annual market scale for clothing and supplies in China was RMB 308 million, and the Japanese yen was approximately RMB 50 million (the Japanese yen market scale was approximately RMB 1 billion). 〗かも, annual rate is 7.3%. The market is very popular today.
Third, expand the market in second- and third-tier cities. increases Uniqlo's popularity by adding stores and strengthening marketing. The China Clothing Association announced that the scale of China's domestic demand market in clothing in 2018 was 308 million yuan, which was about 50 trillion yen to yen (the size of the Japanese clothing market is about 1 billion yen), and it grew by 7.3% annually. In the future, we will firmly grasp China's market potential and strive to expand our industry.
4つは, "Single profit rate of 20%"だ. 号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号号� また, RFID (contactless electronics)どのぽへにばにいぼにとでにとでにでにでにでにでにでにでにでにでにでににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににににに�
ranked fourth, reaching an operating profit margin of 20%. strives to "selling does not rely on discounts", implements the reduction of funds to the end, and implements a low-cost operating model. In addition, we will use electronic tools such as RFID (contactless electronic tags) to improve the store's operating efficiency, prevent the store from being out of stock, and improve the profit model.
Yanai President "China's clothing market けして reduces speed"
Yanai President "The development of China's clothing market has absolutely no slowdown"
Yanai President はは, alley いわれているChina's scenery has slowed down, "ア130 million people have a population of 130 million people. Production and purchase of the world's largest clothes are explained.In the future, the second-level city and the third-level city will be strengthened, "The population of millions of people in the city, the middle-level city", "The Chinese clothing and material market will be reduced in speed".
President Yayai Masato refuted the theory of China's economic recession circulating in Japan: "I think the consumption of the (China) clothing industry has not slowed down. After all, the annual clothing demand in China is 50 trillion yen, so we still have room for efforts to reach 1,000 stores. China has a country with a population of 1.3 billion not only is it the largest producer, but also the largest market in the world." In the future, Uniqlo will also open stores in second- and third-tier cities. "Every city has a population of millions, and there are a large number of potential customers with middle-level economic levels." Based on this, Yanai once again emphasized that "China's clothing market has absolutely no recession."
is translated as original in Hujiang Japanese and reproduction is prohibited without authorization.
