How Did UNIQLO Succeed From A Bad Teacher?

After more than 20 years of development in Japan, UNIQLO has opened 790 stores.

With the aging of Japanese society, "UNIQLO" shows signs of saturation in its domestic market, and has no choice but to turn its attention overseas.

UNIQLO is the first known brand of casual wear in Japan, and is also one of the world-famous fast fashion brands.

Fast Retailing Co. (Ltd.) was developed by Ryui Masako's family business. Ryui Masashiya became the richest person in Japan because of the popularity of UNIQLO in the world.

After trying, failing, repeating and adjusting, in 2006, UNIQLO launched overseas expansion again, opened an international flagship store in the golden section of Fifth Avenue in New York, and began to hype the brand.

Subsequently, many

In South Korea and China, the "uniqu" attack has become plain sailing.

Ryui Masa believes that the main reason is that marketing is not in place and visibility is not enough.

At that time, no one knew who the "UNIQLO" was, did not get enough brand recognition, the shop area was less than 1000 square meters, narrow and mediocre, it was very difficult for people to interest.

UNIQLO has gradually established the brand characteristics emphasizing both quality and equality, and locked the main consumption force in "real ordinary people".

UNIQLO has steadily expanded, with retail outlets and suburban shops spread all over Japan.

"UNIQLO" has become the most popular brand of casual wear in Japan. It has also become the middle class in Japan.

In 2001, the first overseas shop of UNIQLO opened in London, England.

Unexpectedly, a few shops in England later closed because of poor management.

Several stores in the United States of "UNIQLO" have suffered similar fate.

"UNIQLO" failed overseas in the first attempt.

However, this setback not only failed to strike Ryui Masa's ambition, but inspired him to think about the reasons for his failure.

"UNIQLO" was not very successful when it entered China in 2001. By the end of 2005, there were 9 stores in mainland China, two in Beijing, 6 in Shanghai and 1 in Hangzhou.

"UNIQLO" had to turn off two stores in Beijing and concentrate on doing a good job in Shanghai store.

After a series of strategic adjustments, "UNIQLO" finally located in the middle class for China.

"UNIQLO" brand has been recognized by consumers and has been developing steadily since then.

In 2013, "UNIQLO" set the world's largest flagship store in Shanghai. Apart from the largest scale, the store also has the mission of further developing the Chinese market.

In order to let the old customers feel the change whenever they come, the display on the 1 floor will be refreshed every month.

Like Japanese stores, clerks dress diligently and maintain the unique geometric aesthetics of UNIQLO at any time.

"UNIQLO" believes that becoming China's number one means becoming the world's No. 1.

"UNIQLO" sells high quality and fashionable basic clothing, and identifies itself as a global brand rather than a Japanese specialty.

The functional characteristics of "UNIQLO" products have been relished.

"UNIQLO" operators believe that Apple's iPhone mobile phone like the pmission of functional beauty.

Apple's iPhone has won the support of global consumers and become a brand image with its excellent design.

In cooperation with Dongli, Japan, we have developed many huge sales functions.

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When the two companies first talked about cooperation in 2000, the directors of the old textile company Dongli, wearing a dark blue suit and tie, were in sharp contrast to the directors who were fast selling new clothes companies without tie and casual wear.

At that time, the plan was to use Dongli's material technology to produce high value added clothing, and then to sell and sell it by UNIQLO.

The winter underwear "HEATTECH" listed in 2003 has the function of heating and thermal insulation.

According to the requirements of UNIQLO, antibacterial, moisturizing and antistatic functions are constantly increasing.

As a result, the lightweight underwear Heattech sold one hundred million pieces in the autumn and winter of 2011.

UNIQLO's main production base in China, more than 75% of its products are working with dozens of large Chinese manufacturing enterprises. Nearly 600 million products come from China every year.

Due to the large production volume, strict quality control is needed in the process of R & D to production.

XXX sends professionals to Chinese factories to study how to pform R & D into real products.