UNIQLO "M-type society" marketing tips: high product sales, selling parity. Facing the media, Yanjing once said that "the economic crisis is my friend". Such a stamina is closely linked with UNIQLO's market orientation and business strategy in the new economy and consumption patterns. In the 2009 Forbes magazine rankings, Yanai is becoming the richest man in Japan for 6.1 billion U.S. dollars, making it the first Japanese entrepreneur to top the list by clothing. Support this miracle of wealth is the casual wear chain UNIQLO outstanding performance in the financial crisis. In the fiscal year from September 2008 to August 2009, UNIQLO sales and operating profit reached 685 billion yen and 108.6 billion yen respectively, up 16.8% and 24.2% over the previous fiscal year, respectively, The general dismal fashion industry in stark contrast. Facing the media, Yanjing once said that "the economic crisis is my friend". Such a stamina is closely linked with UNIQLO's market orientation and business strategy in the new economy and consumption patterns. Short-term rapid support parity In the 1980s, Japan's clothing market, a problem that the first-line brand is too expensive, and ordinary clothing difficult to meet consumer demand for quality and fashion. The problem is the opportunity. When Yanai was first established as a UNIQLO in 1984, he deliberately decided to provide young people with affordable casual wear. UNIQLO's core is fast. "Short" means the chain is short. UNIQLO's business model is the garment industry's new "super-docking," to minimize the middleman link, by the designated manufacturers design and production, and then directly into the warehouse UNIQLO store. "Flat" is the parity. UNIQLO, to the best of its ability to abandon the traditional shopping malls unwanted decoration, the implementation of warehouse-type shops, the use of supermarket-style self-service shopping methods, reduce service links and costs, as low as possible to provide customers with clothing prices. "Fast" refers to "fast fashion", that is, the concept of fast updating and keeping up with the trend of consumption. In recent years, it has been sought after by fashion consumers who are still limited in income but still limited in income. The financial crisis has added strength to the strength of UNIQLO. The economic downturn has caused the Japanese who wreaked havoc on luxury goods to squeeze money bags. With the withdrawal of Versace and the collapse of Yoho Yamamoto, more people are turning their attention to "fast Fashion "UNIQLO. Overseas flagship store pulled up the brand In the subconscious, most consumers will agree that cheap and not good, which makes the parity often linked to the usual, fast fashion affordable UNIQLO has also been trapped in this. But soon, Uniqlo has been adjusted accordingly. In addition to its domestic development, UNIQLO also successively established global flagship stores in luxury fashion sections in the United States, London and Paris. As a cheap, as a cheap brand, Uniqlo this behavior has been questioned by the industry, but it turned out that the popularity of overseas flagship store for UNIQLO has brought tremendous brand value. By opening a flagship store and being next to a luxury brand, it can enhance the grade and draw on the most cutting-edge design elements and design inspiration at any time to ensure the innovation and vitality of UNIQLO. At this point, UNIQLO has a good grasp of the M-type consumer in the consumer "new luxury products," the characteristics of consumption, that is, as mentioned above, the product feels the upper class, the price of the downstream class. In addition, overseas expansion also contributed a valuable room for growth UNIQLO. At that time in Japan, UNIQLO opened its stores nearly at full capacity, and its goal for the next 10 years is to achieve annual sales of more than 5 trillion yen, surpassing the sales of rivals Gap, H & M and Inditex, which owns the Zara brand. To achieve this goal, overseas markets, especially the development of the Asian market is imperative, and has shown a very high growth potential - In 2009, UNIQLO and Taobao to open an online flagship store, opening 10 days sales become Taobao Shop first. Liu Yan is often said that the phrase "only in Japan, sales of the company, eventually unable to sell in Japan," which not only reveals the changes in economic patterns, but also shows the spirit of a business crisis, which is UNIQLO in the crisis One of the tips down.
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