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[real time news website] International fast fashion leaves, Uniqlo opens 3,000 stores against the trend and grows and broadcasts

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In 2023, on the second day of the New Year, the Zara Nanjing West Road Store ushered in the whole day and was ready to snooze. This time, it was not as usual as usual, sorting out, and counted, but officially closed the store.

Located on the Nanjing West Road store in Shanghai, it has been open for 16 years. It is the first store opened by Zara, a fast fashion giant ZARA in Mainland China. For many consumers, it has landmarks.It also misses himself when he first entered the workplace.

The shrinking of the fast -fashion brand in the Chinese market is no longer the "news". As early as 2021, the Bershka, Pull &;;;;;;;;;;;;;;;;;;;;;; Bear and Stradivarius closed all physical stores in China.

At the end of 2022, GAP, one of the four fast fashion brands, was also in China. Baozun E -commerce, an e -commerce operation company, acquired all business in GAP Greater China.

On January 5, 2023, Zara started the first live broadcast in Douyin, and the entire live broadcast was up to four hours.In order to cooperate with the first live broadcast, ZARA launched some new products that have not been launched in other channels and the 2023 Chinese New Year series in Douyin.In addition, Zara's first live broadcast of Douyin also provided free shipping and freight insurance for other channels to attract consumption orders.

"Give up the entity and embrace e -commerce" seems to be the only choice for the fast fashion brand in the Chinese market, but some people run counter to them.

Not long ago, the founder of Uniqlo Liaomei, the top of the 2022 Japanese rich list, and the media told the media, "Uniqlo opened 3,000 stores in China for only "minimum targets."

In recent years, Uniqlo has maintained a store opening speed of 80 to 100 each year in China. Even the situation where the epidemic has repeatedly led to weak offline clothing demand.According to the financial report of 2022, Uniqlo has 89 new stores and 24 new stores in Mainland China. However, from the perspective of the location of the new stores in Uniqlo, the sinking market has obviously become the focus.

Based on this, the hedgehog commune was deeply curious about the reverse operation and reverse growth of Uniqlo. While paying attention to Uniqlo, it also hopes to find some comfort and confidence for China who is still experiencing iterative and painful old clothing companies.

We need more and more basic models

On the evening of January 7, Xiaohongshu colorful skin care bloggers@1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 third third.

In the video, the bloggers listed 7 crimes online, and the first saying of the hot review said: "Each sentence talks about the hearts of the people."

In the video, the blogger focuses on the basic models of online shop clothing, either with tight pure desire, hot girl style and other online red models, or too large boyfriends, oversize, these exaggeratedDesign makes consumers with ordinary figures unable to choose, let alone match daily needs such as commutes and classes.

Picture Yuan Xiahongshu

@Said: "In the online store promotional map, the model always has a variety of posture to concave the shape, and even uses a series of methods such as makeup, lighting, filter, P pictures.As consumers, we hope to use clothes to set off the value of people. "

In this sentence, there are countless consumers' hearts, Xiaohongshu fashion bloggers@这 这 这 这 这 这 这 这 这 这 这 became popular last summer.

But Shan is also tired of being dominated by various online celebrities. She smiled bitterly and said: "Since the dress style derived from the BM style (the Italian girl brand Brandy Melville) became popular, this short, small and tight -fitting style rather than all.Yes, is this really the clothes I can wear like a mortal? Isn't it like Transformers? "

Xiaohongshu user @Chikei commented in the video: "Five years, except for coats and ties, the rest can only buy Uniqlo. Because Uniqlo is basic, the style is simple and simple, good match." This comment has other other comments.The user replied a lot. At this moment, everyone suddenly missed Uniqlo.

Uniqlo has insisted only on doing basic models since its establishment in 1984. The dream of the founder Liu Jingzheng is to open a huge warehouse of "anyone, at any time, you can choose the huge warehouse of clothes."

Although Uniqlo is simple and basic models, lacks personalization and fashion, it still makes sales and word of mouth fly, and user satisfaction and repurchase rates have risen.Essence

Behind the basic model is Uniqlo's ingenuity, differentiation and even values.

First of all, the basic model means that the universality and the wide crowd coverage, so that the largest market volume is aimed at.Basic models can be achieved only gender, regardless of age, from children's clothing, pregnant women to the elderly, can choose clothing that suits you in Uniqlo, and the basic model does not pick people.They are strong.

Second, basic models can reduce production and design costsThe more concise the styles required, the fewer the factory and production lines, and reducing the new models can also effectively control the design costs.Data from Tianfeng Securities shows that Uniqlo's SKU (inventory measurement) is only about 1,000 models, while ZARA has more than 8,000 models.That is, Uniqlo meets 80 % of market demand with 20 % SKU, which greatly reduces inventory pressure and operating risks.

The saved funds can choose better fabrics and more superb production technology, so the comfort of Uniqlo takes advantage of the same price brand.In this way, it has greatly improved the cost -effectiveness, making the label of "quality and low price" more and more popular.

Finally, the quality, simple and natural values and lifestyle represented by the basic modelIt also provides more space for the brand concept, and has been recognized by more and more young people.Moreover, fashion is a cycle, and the basic models will never be wrong.

In 2022, functional costumes look up

For 2022, in the post -epidemic era, people's attention to immunity and health consumption demand are far better than before.Coupled with various niche outdoor sports such as flying disks, paddle boards, camping, and cycling popular last year, the sports scenes are renewed and iterated, and it has also made consumers more and more common for functional pursuit.

For the representatives of the low -tech industry such as the clothing industry, the outbreak of functional clothing is undoubtedly the biggest highlight of 2022.

After Lululemon became the "new religion" in the middle class, he brought more attention to scientific and technological and functional clothing brands that focused on sweat absorption, temperature control, smelling, wear resistance, water -proof, waterproof, waterproof, and so on.Has down jacket.

In the winter of 2022, down jackets that can adapt to outdoor scenes have become new choices for many young people.Taking the newly upgraded windbreaker down jacket as an example, Bosideng created two innovative custom fabrics-PRO-PROOF fabric and architectural silhouette checkered fabric, which can achieve waterproof, windproof, wrinkle anti-wrinkle, breathable, and refusal to resist the functional characteristics of the oil.Do your best to meet the consumer demand that keeps warm but not bloated.

At this point, Uniqlo's pursuit of fabric technology and functional aesthetics can be said to have gone in front of most brands.As a global pioneer in the world, Uniqlo began to think about how to solve the above problems as early as 2009.

The earliest light down is a combination of light and light fabrics made of ultra -fine raw gauze with high -quality down high -quality down. Uniqlo brings outstanding lightness to the high -end light down series and is regarded as a new generation of down jacket.

Uniqlo's pursuit of innovation technology is far more than that.In fact, as early as 2003, Uniqlo and Dongli Group (high -tech multinational enterprises with organic synthesis, polymer chemistry, and biochemistry as the core technology) cooperated to invest in the "next -generation raw materials development team".Three years later, Dongli also formed a strategic cooperation relationship with Uniqlo, and built an integrated commodity development system from fabrics to final finished products.

In 2008, after the cooperation with Uniqlo, Dongli Group established a second -generation laboratory in Nantong, China.Ten years later, Dongli once again announced its cutting -edge clothing research and development laboratory: climate simulation laboratory.This laboratory invested as high as 1 billion yen and is located inside the Seto factory in Okuka, Naga Prefecture, Japan. The building space is 940 square meters.

Dongli's laboratory has 3 artificial meteorological rooms, which can adjust the temperature, humidity, wind speed and wind power, rainfall, and shots, etc. at will, and can simulate extreme weather in the extreme circle.A variety of equipment such as 3D human scanning, wireless thermometer, wireless humidity meter, cardiopulmonary heart electrical and sweating measurement.

In addition, the laboratory also has a textile fabric library, which is equipped with databases such as past fabric design drawings: from fiber physical properties, fabric design related information, to the appearance of fabric appearance, and trying penetration, it is all available.These configurations are unimaginable for any clothing brand in China.

In 2019, Uniqlo officially launched the first issue of "Lifewear Services" brand book, which passed the consumers for 56 years of China Uniqlo's thinking on clothing.

This magazine is based on the theme of "aesthetics derived from function"For the starting point of 8 people living in Los Angeles, Uniqlo showed the clothing with "aesthetics derived from function" to adapt to their work and different living trajectories in different industries, making life more colorful.

At present, several major functional products of Uniqlo are trying to make the functionality, comfort and design sense of a single product, resonate with each other by trying to set the value of dressing value to resonate with each other.This is why, compared with other fast fashion brands that "follow" fashion changes, Uniqlo's fashion is not fast.

In Uniqlo's brand concept, fashion is a design that eliminates all redundant, and it is the real relationship between clothing and everyone's body.

Uniqlo is in China and takes root downwards

China ’s sinking market composed of 1 billion population has a trillion levels of basic clothing markets. For small cities in the fourth and fifth -tier line, it is undergoing the transformation from non -branded bulk goods to branding development.Faced with huge gaps, "Uniqlo that sinks the market", Once became the goal of many entrepreneurs.

In the past few years, consumption upgrades have covered all strata in all regions of China.The essence of consumption upgrades is cognitive upgrades: high cost performance, becoming a common demand for residents of white -collar workers from the first, second, third -tier, and fourth -fifty -six lines.However, the supply of the sinking market is far from meeting such new demand.Send products with high quality, stable quality, and affordable price to the door of the residents of the county and townships. This incident has the opportunity to have a chance in many categories.

Actually,County and township residents with high decentralization and small radius of lifeYou can easily reach the small business district and pedestrian streets within one kilometer without enduring traffic costs such as traffic jams. It is still the main way to shop in physical stores.

It is precisely because of the huge potential of China's sinking market, and dare to release the words "3,000 stores are just starting points".

Since mid -2022, Uniqlo has already intended to attack small and medium -sized cities.Uniqlo New Stores are selected to cover provinces and cities such as Zhejiang, Shandong, Yunnan, Sichuan, etc. Among them, Yueqing, Lizhou, Jingmen, Hubei, and Huainan, Zhejiang will have Uniqiku stores for the first time.

Judging from the location information of the new store, the Uniqlo of Uniqlo is basically the shop on the first floor of the shopping mall in the sinking market, and the first floor is often regarded as the most dense gold area.However, in the first and second -tier cities, the period of fast fashion brands has passed, especially the mid -to -high -end market is difficult to give Uniqlo very core shops.

In addition, Uniqlo takes the basic costumes of Volkswagen as its core advantage. In the sinking market, there is no risk of inconsistent market demand due to outstanding design styles.On the other hand, compared to the extremely cost -effective e -commerce clothing, Uniqlo's offline stores can also become potential brand guarantees and enhance consumers' trust.This is also the key factor why Uniqlo is deeply cultivated offline.

Chen Jia, a researcher at the International Monetary Institute of Renmin University of China, believes that the re -rise and successful transformation of Japanese consumer companies in the past decade is very concerned about the development and transformation of Chinese enterprises.

He said that leading Japanese companies have always coexisted with conservatives, especially after "decades lost", rare Japanese companies that have expanded overseas.Uniqlo is not unique in terms of market layout. It just integrates the traditional export -oriented economic model of Japanese companies into the new era of consumer downgradeism, and has grasped the overall situation of overseas market changes.

Founded in 1963, Uniqlo has gone through 60 years. Its middle -aged crisis comes later than other fast -moving products.Even if it is as strong as Uniqlo, it has faced various sounds in the past two years, such as: decreased comfort, unstable quality control; increased proportion of high -priced clothing; too many Japanese elements, etc.

In the future, with the rapid development of domestic clothing brands, brands such as internal and external, banana, Ubras and other brands are aggressive, and there will be more clothing brands with both fashion, texture and functional.EssenceChoosing the sinking market is also a self -rescue of Uniqlo's planning. In the sinking market, the management of stores, especially the potential risks of the fitting room, will also become the top priority.

Reference book: Wang Jing's "Future Brand: Decrypting the China Market Brand Building and Growth Way"


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