The online flagship store will be launched in mid-April and three new physical stores will be opened in Shanghai
It was learned from the Shanghai representative office of UNIQLO, a well-known Japanese clothing retail company, that UNIQLO will be the first to launch online shopping business in my country’s brand clothing retail industry, and its online flagship store will be launched in mid-April. In addition, Uniqlo will open three new stores in Shanghai next month, bringing the total number of stores in Shanghai to 11; Uniqlo’s total number of stores in China in 2009 will double the current number of stores to more than 50.
The newly opened stores will exceed the total number of stores opened in the mainland in the past seven years
According to relevant personnel of Uniqlo’s wholly-owned Xunmei (China) Trading Company in China, due to the impact of the economic crisis, many consumers have given up buying luxury goods and brand-name clothing and turned to cheaper fashion. Uniqlo’s affordable prices and high cost performance have kept its business booming despite Japan’s deepening economic recession. In 2008, clothing sales in Japan reached 500-600 million pieces. On average, each Japanese purchased 4 or 5 pieces of UNIQLO clothing within a year. Among them, thermal underwear alone sold 27 million pieces in the last winter season.
At the same time, Uniqlo has also increased its speed in opening stores in mainland China. According to reports, after Uniqlo entered the Chinese market in 2001, it opened its first store in mainland China in Shanghai in 2002. So far, it has only 23 stores, including 8 in Shanghai. From now until the end of 2009, UNIQLO’s new stores will exceed the total number of stores it has opened in mainland China in the past 7 years, making UNIQLO far more than 50 stores in mainland China. According to reports, Uniqlo will open three new stores in Shanghai next month, located in Daning International Shopping Center, Zhongsheng Shopping Center in Xinzhuang area and Changshou Road, bringing the total number of stores in Shanghai to 11. By the end of June 2009, the number of stores will be It has reached more than 30 companies and is expected to exceed 50 companies by the end of 2009.
According to reports, UNIQLO has already set up stores in important mainland cities such as Beijing, Chengdu, Chongqing, and Guangzhou. Among them, it already has 5 stores in Beijing. It is said that by the end of 2009, the number of stores in Beijing will reach 10; in Chengdu, following the opening last month After opening the first store, the second and third stores will soon be opened.
Product prices in online stores are basically the same as in physical stores
According to reports, UNIQLO’s online flagship store will be launched in mid-April. UNIQLO will use the online flagship store as an engine for UNIQLO product brand promotion and as a driving force to support UNIQLO’s business in China. Online stores may add more product varieties than physical stores, and Uniqlo has great expectations for its online shopping business. At present, there are not many companies in mainland China with a single clothing brand opening online stores. There are also many UNIQLO products for sale on Taobao, but at least half of these UNIQLO brand clothing are fake. The prices in UNIQLO’s online store are basically the same as those in physical stores. UNIQLO hopes that by opening its own online store, it can provide consumers with a trustworthy platform to enjoy a convenient transaction process. Uniqlo has organized a dedicated team to engage in online store business. UNIQLO online stores will complement each other’s strengths with the help of UNIQLO physical stores.
According to analysis by industry insiders, from a technical perspective, there are basically no obstacles for merchants to open online stores. However, from the nature of clothing product sales, the sales of clothing products, especially higher-grade clothing, is a kind of experiential sales. The wearer needs to try on the clothing to experience whether the style and color of the clothing are suitable for his or her needs. It is difficult to realize this sales link in online store sales, so few well-known clothing brands have opened online stores. Secondly, theoretically speaking, online shopping is still in its infancy, and the quality of online products is still relatively low. Clothing sold online is generally not selective and cannot be tried on. Third, for a well-known brand like Uniqlo to be the first to open an online store, it may be related to its relatively large proportion of young target customers. Young people are becoming more and more dependent on the Internet and are becoming more and more enthusiastic about online shopping. In order to attract this group of consumers, it is understandable that Uniqlo took the lead in opening an online store.
Production base 90% of goods are produced in China
According to reports, UNIQLO’s business policy in 2009 is global one, that is, allowing customers around the world to enjoy the same products. 50% of the fabrics used in the clothing sold by Uniqlo in its stores in mainland China are imported. The quality of the products sold in any UNIQLO store in mainland China is consistent with the products sold in UNIQLO in Japan and around the world.
It is reported that UNIQLO has processing points in China, Southeast Asia, Europe and other regions, among which there are hundreds of various processing companies in China. 90% of UNIQLO products are produced in China. UNIQLO has very strict factory management controls. In order to ensure the strengthening of quality management and improvement of the overall production process rate of product production factories, UNIQLO dispatched Japanese technicians with considerable industry experience to work in its office in Shanghai. Cooperating factories and related technical personnel across mainland China teach advanced fiber technology.
According to reports, among Uniqlo’s target customers, consumers in the 24-35 age group account for a relatively large proportion, accounting for almost half. According to the 2007-2008 customer survey, UNIQLO customer loyalty is relatively high, reaching about 80%. Uniqlo hopes to be the company with the highest level of consumer satisfaction.
It is understood that UNIQLO just signed a contract with the well-known designer Ji Jin this month.��·Sanda signed a contract and she will be responsible for Uniqlo’s future autumn and winter clothing. Uniqlo may launch her own brand for her.
