UNIQLO Won Double 11 Costumes, Three Crown, And A Burst Fleece For 20 Years.

UNIQLO is not a clothing company, but a technology company?

ZARA, H&M, Forever 21 and other foreign brands are not very good days, but UNIQLO is an exception.
In the fiscal year of 2019, the overseas income of UNIQLO parent company's fast sales group exceeded 1 trillion yen for the first time, of which the income of UNIQLO Greater China reached 502 billion 500 million yen, and its revenue and operating profit increased by 14.8% and 20.8% respectively.
This year, Tmall's double 11 and UNIQLO swept the clothing industry and won the three championship of clothing comprehensive list, men's wear and women's wear.
This is the eighth Tmall double 11 that UNIQLO officially participated. Since it won the category of men's wear, women's wear, underwear and even clothing accessories in 2015, it has won the Tmall double 11 fashion list for the five consecutive year.
　 "Kung Fu in peacetime"
"All the girls, pay attention!" On the evening of November 8th, Li Jiaqi, a "lipstick", issued a familiar "call". However, the main character of this live broadcast is not lipstick, but "UNIQLO".
This is the first show of Taobao live in UNIQLO. UNIQLO said it was a test of water for young people. However, for the live broadcast, UNIQLO is more cautious.
"After 90" trabeculae, the senior UNIQLO fans, from the inside to outside, from top to bottom, are UNIQLO. But this year Tmall "double 11" and trabecula did not cut their hands in UNIQLO because they had bought several pieces ahead of schedule.
Many fans like trabeculae, and UNIQLO prepare for their Tmall double 11 "Carnival preferences".
UNIQLO believes that Tmall's double 11 is a test of brand and dare not relax. UNIQLO is doing business every day, and there are products every week. But on November 11th, the long-term accumulation of products, services and brand capabilities will be concentrated.
For UNIQLO, "prepare for Tmall double 11, Kung Fu in peacetime".
　 UNIQLO's "new retail"
Back to 3 years ago, in 2016, Tmall double 11 UNIQLO sold out in 10 hours, and was dubbed by netizens as "learning in advance".
This year, UNIQLO made an attempt to open up online and offline inventory, open online order, store self promotion and so on. And a month ago, in 2016 cloud habitat conference, Ma also put forward the "new retail".
These new retail attempts of UNIQLO are not decided by the head, but from consumers' opinions.
UNIQLO has studied consumer expectations for Tmall double 11 for two consecutive years, and found that the store has a high voice for self promotion and replacement. So soon in the Tmall flagship store, the store launched its own store, self location, store replacement and other services.
UNIQLO responsible person said, this year Tmall double 11, UNIQLO on the basis of the store on the basis of the introduction of the "store replacement", online shopping clothes are not suitable, can directly in the store replacement, save the express time.
Online and offline two-way drainage, UNIQLO in improving customer shopping experience, but also stimulated the enthusiasm of different channels.
This year Tmall double 11, UNIQLO national O2O store sales last year more than 3 times last year.
UNIQLO's products focus on material and cost performance, so experience is very important. UNIQLO said that the city with UNIQLO stores, Tmall's sales will be good, there is no store of UNIQLO, sales will be worse.
UNIQLO regards China's more than 700 stores as the more than 700 service points under UNIQLO online, and communicates with customers one after another. They are the signs for displaying brands, whether they are front-end stores or after-sale centers.
At present, UNIQLO is sinking to the three or four tier city with the annual rate of 80-100 increase.
UNIQLO also revealed that the "online inventory offline" mode in the Chinese market is being copied to other parts of the world.
UNIQLO's explosive logic
UNIQLO's products are "strange" - they wear 5000 yuan a month and 50 thousand of their monthly salary. Uniforms of UNIQLO will say that when you don't know what to choose, it's always right to buy UNIQLO, because the quality of the style is not bad.
The target audience of UNIQLO is 6-60 years old, and commodity SKU is mainly based on basic funds, and also has a series of designers cooperation.
In this regard, we can find out the reasons from the business philosophy of Ryui Masa, the founder of UNIQLO: "UNIQLO's casual wear must span age, gender, and even ignore nationality, occupation and education, and truly make this a clothing for everyone."
Why does "everyone's clothes" burst out repeatedly?
Ryui Masa said, "to provide customers with the things that customers want, in ways that exceed customers' expectations."
In November 1998, UNIQLO introduced a fleece sweater, priced at 1900 yen, or about 120 yuan.
At that time, the fleece was the high-end material used for outdoor mountaineering clothes. UNIQLO buys raw materials from Japan's Dongli company, spins silk in Indonesia, and carries on textile and dyeing in China. With the ability of technological R & D and global supply chain, the cost of products is reduced to achieve high quality and low price. The quality of UNIQLO fleece is reliable and its price is much lower. So it sold 2 million pieces in one year and is still one of its best selling products.
　 What's the difference between UNIQLO?
Unlike Zara, H&M and other fast fashion brands, UNIQLO's stores are full of basic funds, clothes that look ordinary and not fashionable. In fact, UNIQLO does not consider itself a fast fashion company.
UNIQLO's special feature is not to pursue fashion. Ryui Masa once said, "clothes are more than fashion." He believes that people who do not pursue fashion are not in the minority, and UNIQLO serves them.
Other clothing brands are the main fashion, and UNIQLO is unique in its own style.
Everyone knows the principle of "one price, one share of goods", but UNIQLO has done quality and low price.
Ryui Masa's approach is to design independently, entrust factories to process, and create their own supply chain. In 1988, UNIQLO set up procurement offices in China and arranged for production and quality management in factories in China. After completion of the garment production, UNIQLO bought the merchandise and the factory did not need to take any risks. In this way, efficient operation from design to terminal sales saves a certain cost. Moreover, most products of UNIQLO are basic, and the cost of raw materials is better controlled.
UNIQLO's clothing is not only cheap and comfortable, but also can be worn one year to the next year, and it can be matched with other brands of clothes. Fast fashion brands like Zara and H&M pay too much attention to fashion and sacrifice quality. Many clothes can't be worn after washing several times.
In terms of cost performance, UNIQLO wins. UNIQLO has its own unique insistence on clothing display and material.
In 1984, the first store in UNIQLO opened, and Ryui Masa considered the problem in the customer's position. The shop business concept was "let customers buy casual wear like buying magazines." Therefore, starting from the first store, UNIQLO made the storefront a similar warehouse style. Each store has a high ceiling and a wide aisle, and put a large number of clothes neatly, from the floor to the ceiling to facilitate customers to take. This kind of storehouse display is still in use till now.
The technological sense of fabric is another highlight of UNIQLO.
In 1998, the fleece boom made UNIQLO famous. At that time, the wool coat was monopolized by the outdoor brand, and the market price exceeded 10 thousand yen. The heating effect of UNIQLO's fleece is good, and the selling price is surprisingly low. As long as 1900 yen, it is simply a "price killer".
Since then, UNIQLO continues to maintain the advantages of materials. AIRism, Dry EX, Heattech and light down products are all other fabrics that have not been developed by other brands, and have also led the trend.
UNIQLO's advantages are more than that. Walking into a UNIQLO store will have a very intuitive feeling. The goods in the shop are neatly arranged and clean; when they go in, there will be no salesmen to sell behind them; children, young people and middle and old aged people, customers of all ages can get the right clothes at the store, "eat all", and the clothes and sizes are complete. Customers' good impression of UNIQLO naturally deepened.
UNIQLO's clothing is not fashionable, but it is not static. It works with the world's top designers every year to sell joint funds. You know, these designer clothes are so expensive that ordinary people can't afford them. The KAWS joint T-shirt, which was snapped up in China in April, was launched jointly by UNIQLO and New York contemporary art master KAWS. KAWS dolls often cost tens of thousands, and UNIQLO's joint name is only 99 yuan.
Fast selling means quickly capturing the needs of customers, rapidly turning the needs of customers into commercial outlets. To produce good products, we also need an efficient operation system to sell clothes quickly and turn them into profits. UNIQLO has also done so.
Cheap and cheap UNIQLO has been very popular in Japan, where consumption is sluggish. In 2001, UNIQLO began to enter the world and opened its stores to the world, including Britain, China, Korea and Thailand.
Half of UNIQLO's success is due to the Chinese market.
Ryui Masato, founder of fast marketing, said: "half of the success of UNIQLO is due to the Chinese market." That's true. UNIQLO contributed more than 8 revenue to fast selling. The fastest growing market for fast selling is in China.
In fiscal year 2019, UNIQLO's revenue in China increased by 14% to 502 billion 600 million yen, or about 33 billion 100 million yuan, and online sales increased by 30% over the same period.
Profits are rising faster. Last year, UNIQLO earned 4 billion 700 million yuan from China. This year, its operating profit in China is about 5 billion 900 million yuan, or 21%.
In other words, if the profit of the XXX group is divided into three pieces, one will come entirely from China.
Public reference reporters found that in fast selling earnings, UNIQLO China's revenue was singled out, and the importance of the Chinese market is evident.
At present, UNIQLO's revenue in China has accounted for 22% of the total revenue of UNIQLO. China is the second largest market after Japan.
Fast selling is very bullish on the Chinese market. It predicts that in 3 years, in the 2022 fiscal year, China's revenue will reach 1 trillion yen.
Why do Chinese like UNIQLO?
Chinese consumers are familiar with UNIQLO.
In recent years, fast fashion days are generally difficult. Forever21 also went bankrupt this year, and UNIQLO stores in mainland China are more open.
Starting in 2015, UNIQLO opened at least 90 entity stores in China every year. At present, UNIQLO has more than 700 stores in China.
In April 2009, UNIQLO entered Tmall. Online sales have made the popularity of UNIQLO rapidly improve, and it has covered many places that have not yet opened. Over the past 4 years, Tmall's "double 11" and UNIQLO sales have been the first in clothing category.
Zara and H&M play the leading role in fashion. UNIQLO is unique. It is a comfortable style of life. Clothes are mostly basic.
The importance of quality enables UNIQLO to cater to the needs of Chinese consumers. In addition, UNIQLO's advantage lies in "all". Whether children, young people and middle-aged or elderly people, or overweight people and pregnant women, everyone can find suitable clothes in UNIQLO.
There are more and more stores in UNIQLO, where the service is in place, the display is clean and tidy, and there is no pressure for people to go around. Many people will go in and see if they see the store.
It also specifically launched online ordering and offline store services in China. The accumulation of details has given Chinese customers a better impression of UNIQLO.
GU Nova blazed
Another highlight of the fast selling earnings report is GU, another clothing brand. GU is the sister brand of UNIQLO, which is characterized by low price and fashion, facing younger customers, such as students.
In the 2019 fiscal year of fast selling, GU surrendered its best "report card" in history, with revenue rising 12.7% to 238 billion 700 million yen and operating profit by 139.2% to 28 billion 100 million yen.
GU is a young brand. It opened its first store in 2006.
Most of its stores are concentrated in Japan. There are only 10 stores in China, of which 8 are in Shanghai.
However, in 2013, when GU opened its first overseas store, he chose the address in Shanghai. GU also entered Tmall and opened its official flagship store.
This year, GU has been popular with fashionable items, loose jerseys, sweaters and T-shirts, and sold millions of pieces each.
At present, revenue from GU accounts for only 1 of the total revenue of fast selling, but its potential is not to be underestimated. According to Xun, the total number of GU stores will increase from 2020 to 445 in the year of fiscal year 421.
In the future, GU material will become a sharp tool for fast distribution of low price clothing lines.
Move the headquarters to the warehouse.
Can UNIQLO become the number one in the world?
Today's fast retailing is the third largest clothing manufacturer and retailer in the world, after Zara's parent company Inditex and H&M. But its goal is to become "the world's first".
To achieve this goal, UNIQLO moved its headquarters to the 6 storehouse of Ming warehouse in February 2017, and began implementing the "Ming plan" to further improve all processes of design, planning, production, logistics and sales.
In office buildings located in the open area along the Gulf of Tokyo, the design, storage, logistics and so on have been converged, and the efficiency has been improved.
UNIQLO now puts the information in the most important position and rebuilds the supply system based on information. UNIQLO hopes to use the power of information to achieve "no useless things, no useless things, no useless things".
In 2018, UNIQLO also established a partnership with Google, using big data and user profiles to predict popular colors and styles, and predict the number of products that need additional production.
These practices can help UNIQLO grasp user preferences and improve efficiency. But these are not enough. Despite years of hard work, UNIQLO's revenues in North America and Europe are not high enough to open up markets in Asia. To raise revenue, we must count on the Chinese market.
How far is it from the world's first clothing manufacturer and retailer Inditex?
Inditex has many brands such as Zara, Pull&Bear, Massimo Dutti, Bershka and so on. Inditex's revenues in the 2018 fiscal year amounted to 26 billion 150 million euros, or 202 billion 300 million yuan. Zara is only a brand, and sales are higher than fast sales.
Only two of UNIQLO and GU brands are available, and UNIQLO accounts for more than 8 of revenue and GU accounts for only 1. In the 2018 fiscal year, the total sales revenue of Fast Retailing was 2 trillion and 130 billion yen, or 135 billion 400 million yuan. There is a gap of 66 billion 900 million yuan with Inditex's revenue.
For Ryui Masa, the greater the goal, the more energetic he may be. This may be why he has not retired at the age of 70.