+ Introduction to UNIQLO

UNIQLO website:

UNIQLO is a famous Japanese leisure brand and a powerful core brand of Japan's Fast Retailing (FAST RETAILING) Group, which ranks at the forefront of the global apparel retail industry. We insist on providing modern, simple and natural, high-quality and easy-to-match products to consumers around the world. The "versatile" concept advocated is also well known to the world.

Brand introduction

"Clothes are supporting roles, and the people who wear them are the protagonists" highlight its people-oriented dressing concept. Even seemingly simple basic styles can be transformed with careful matching. You can also express your personality. The full name of UNIQLO is UNIQUE CLOTHING WAREHOUSE. Its inner meaning is to provide customers with the products they want at reasonable and credible prices by abandoning warehouse-type stores with unnecessary decoration and adopting a supermarket-type self-service shopping method. The company name is FAST RETAILING, which contains many special meanings. FAST + RETAILING embodies the fundamental corporate spirit of how to quickly commercialize customer requirements and how to quickly provide goods. It also expresses their desire to become a retail enterprise with a universal concept of fast food culture. Shaken faith. This concept refers to the continuous provision of clothing that can be worn by anyone at any time, anywhere, and in large quantities at reasonable and credible prices through unified services around the world. Therefore, they have a unique product planning, development and sales system to achieve low-cost store operations.

Edit this section of UNIQLO history

Fast Retailing, the UNIQLO brand company, was founded in 1963 as a small clothing store selling suits. The current chairman and general manager of the company, Yanai Tadashi, graduated from Waseda University in economics in his early years. He joined Fast Retailing in August 1972 and became the company's chairman and general manager in September 1984. In 1982, when Yanai, who was already the company's executive director, was inspecting the United States, he was inspired by the warehouse-style sales method on American university campuses. After returning to China, he proposed to try to sell clothing in a warehouse-type self-service shopping method in clothing stores, and in Japan For the first time, it introduced a hypermarket-style clothing sales method and achieved low-cost store operations through a unique product planning, development and sales system. In June 1984, the first UNIQLO warehouse clothing store officially opened in Hiroshima, Japan. At that time, Japan's economy was in a recession, and UNIQLO's business strategy was to provide fashionable casual clothing to all consumers at low prices. In order to gather popularity and attract customers, UNIQLO also provided a free breakfast of bread and milk to customers who came to shop when it first opened. This trick really attracted a large number of customers. Every morning, there are always many people gathering in front of the UNIQLO store, queuing up, getting breakfast, and then entering the store to make purchases.

Edit this paragraph brand development

In 1991, Fast Retailing began to carry out chain business and proposed a development plan to establish 1,000 branches to realize UNIQLO chain, American Limited and GAP That kind of store with national characteristics became a model for UNIQLO's expansion; in 1994, UNIQLO was listed on the Hiroshima Stock Exchange, and later on the Tokyo Stock Exchange; in 1998, the UNIQLO Harajuku store opened, and the sweater promotion was a success. The era of "casual wear directed to consumers" began. The so-called "casual clothing directed to consumers" means comprehensively revising the business processes of planning, production, circulation, and sales

UNIQLO (3 photos), and striving to establish a business model that is most suitable for consumers. The key is to follow the Consumer demand leads to mass production. In this way, relying on its unique business philosophy and business model, UNIQLO has developed all the way. Today, Fast Retailing has become the number one company in Japan's retail industry and one of the top companies in the world's clothing retail industry. It has nearly 600 stores in Japan alone; it created sales of 111 billion yen in 1999 and 228.9 billion yen in 2000. In 2001, it achieved a miracle of doubling its three-year performance of 418.5 billion yen in a row. As a result, it ranked first in Japan's "Ranking of Prosperous Enterprises in the 21st Century" and became the casual wear brand with the highest market share in Japan.

In September 2001, Fast Retailing opened its first overseas store in London, England. Now UNIQLO has 15 stores in the United Kingdom. Within one year of entering Europe, it was rated as "2002 UNIQLO" by the representative European industry magazine "RetailWeek". The most influential and outstanding companies in the UK market of the year."

Edit this paragraph Brand in China

Uniqlo took the lead in launching online shopping business in my country's brand clothing retail industry. Its online flagship store was launched on April 16, 2009, and Uniqlo's Taobao Mall store and The external online store was released at the same time, and an average of 2,000 pieces were sold every day after the store opened. 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 this year will double the current number. According to reports, UNIQLO has established branches in important mainland cities such as Beijing, Tianjin, Hangzhou, Shanghai, Jinan, Guangzhou, Qingdao, Dalian, and Nanjing. Among them, it already has 5 stores in Beijing. It is said that the number of stores in Beijing will reach 10 by 2011. In September 2009, UNIQLO Shenyang Zhongjie store officially opened, marking UNIQLO's official landing in the Northeast region. On September 19, 2010, UNIQLO's international shopping mall store in Tianjin opened grandly. In November 2009, UNIQLO opened its flagship store in Hangzhou Lei Xing. In May 2011, UNIQLO opened its Chinese flagship store in Qingdao Belle Plaza. In August 2011, UNIQLO settled in Jinan Plaza 66. In September 2011, the second and third stores were opened in Jinan Harmony Plaza and Guihe Commercial Building. 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's products are produced in China.

Edit this section of brand fabrics

UNIQLO

The famous Japanese brand UNIQLO (UNIQLO) "HEATTECH" global promotion event was held in Beijing. "HEATTECH" is a high-tech garment born from the fusion of Japan's advanced technology and fashion trends. It is also a very important strategic product in the globalization process of the UNIQLO brand. According to reports, the "HEATTECH" global promotion event will be held in New York, London, Beijing, Paris and Seoul from November 18th to 29th. "HEATTECH" has the unique function of super moisture absorption and heating. It is an innovative fabric developed by Uniqlo with the goal of "warmer care, more comfortable experience, and more affordable price". Since its launch in Japan five years ago, it has set off a fashion craze. In 2007, it achieved sales of approximately 20 million pieces in the Japanese market. UNIQLO combines innovative technology with moderate prices, so that "HEATTECH" clothing can not only be worn as daily wear, but also allow consumers to experience the fun of matching thin winter clothing even if a cold snap suddenly strikes.

Edit this paragraph brand production

Uniqlo's garment production base is not only established in China, but also gradually expanded to other Asian countries. While completing the decentralization and multinationalization of production bases, we have implemented a management system that can ensure product quality. UNIQLO dispatches "skilled craftsmen" to approximately 70 partner factories to provide them with active technical support. "Technical Craftsmen" is a group of skilled craftsmen with more than 30 years of experience in the textile industry in Japan. Through them, the factory is taught a complete set of factory management skills from fiber, weaving, spinning, dyeing, sewing, finished products to supply. In addition, the active performance of overseas production management departments cannot be ignored. A total of 170 UNIQLO production management officers are stationed in the Shanghai office, Shenzhen office and Ho Chi Minh City office in Vietnam. They go to factories in various places every week to conduct regular quality inspections and other work.

Edit this paragraph's brand characters

While Japanese companies are declining, the fast fashion brand Uniqlo is ushering in the most glorious moment in history. On February 19, its founder Tadashi Yanai topped Japan’s richest list. Founder of Uniqlo

Tadashi Yanai, born in 1949, is the chairman and CEO of Japan's Fast Retailing Co., Ltd. Founded in 1963, the company owns the famous brand "Uniqlo" and is a leading casual clothing company in Japan. "Under the current economic situation, if the rich only lose 20% of their personal assets, they can be considered to be operating quite well."

Matthew Miller, senior editor at Forbes magazine, said this was not just conjecture. According to statistics from Forbes magazine: In 2008, the number of the world's richest people dropped significantly, with as many as 373 people falling off the list, an unprecedented number. A loss of 20% is not bad, but what words should be used to describe a 29% increase in personal assets against the market? From US$4.7 billion to US$6.1 billion, the financial turmoil helped Tadashi Yanai, chairman and president of Japan's Fast Retailing Co. Ltd., ascend to the throne of the richest man in Japan, making him the first person in Japanese history to top the list of Forbes with his clothing industry. The first person. As of 2009, his personal assets have reached US$9.1 billion.

Edit this marketing strategy

One of the most famous marketing activities of UNIQLO is WORLD UNIQLOCK, which is a successful Widget carried out by UNIQLO. It has successfully occupied the user's desktop, mainly because it is based on the Internet Interesting principle in the 4I principles of integrated marketing. Base promotion. UNIQLO is a functional widget made for bloggers around the world based on its own brand. It integrates beauty, music, and dance into a tool like a clock, and uses the clock as a stage to display the brand, thus establishing a relationship between the audience and the brand. link. (Case reference source "Network Integrated Marketing Weapon Spectrum" Liu Dongming of Liaoning Publishing Group) Source On the screen made with FLASH, large numbers jump to display the current time. Every five seconds of jump, a period of five seconds appears randomly. Video, this video shows cute girls dancing, going upstairs, braiding flower ropes, or moving casually or to the rhythm. They are wearing UNIQLO's main clothing this season. After the five-second video, they enter the next ten-second cycle again. Appreciate the fresh faces of beauties and various dance poses every moment, which is both interesting and impressive. Coupled with good music and unique pictures, this creativity is so addictive! More importantly Yes, you may have been poisoned by Uniqlo accidentally. Beautiful women will wear different Uniqlo clothes at different times. Different clothes are worn in different seasons, and the product is displayed in an all-round way through the small platform of the clock, turning "I hate watching ads" into a desire to stop. Blogs from 57 countries around the world are vying to let the dancing beauties "home". There are actually many clock widgets and they are very common, but this widget successfully dominates the user's desktop mainly because it is based on the Interesting principle in the 4I principles of network integrated marketing. A fun or good-looking plug-in, no matter how interesting it is, will inevitably become boring when faced with it every day. This involves a longevity issue in Widget marketing. Ok, Uniqloc solves this problem cleverly: the so-called beauty is that it doesn't have time to get bad. In the clock plug-in, the clips of dancing beauties played are constantly updated. The person dancing may be different every five seconds, the clothes may be different, and the content of the dance may also be different. The time of 5 seconds is chosen just right, so as not to cause aesthetic fatigue or feast the eyes. The audience continues to pay attention in such a "semi-saturated" state, always looking forward to the beginning of each new 5 seconds. It is really appetizing. ! At the same time, Uniqloc dance short films have been continuously shot. The continuation and update of the content not only keep it fresh, but also can match the theme or direction of other promotional activities of the season. What's even better is that Uniqloc has integrated offline activities to select beautiful girls to participate in Uniqlock shooting. They are like Japan's "super girls and fast boys", such as Matsunaga Nana, Ishizu Yu and others, and their starlight effect has gradually fermented. In fact, the selection itself has evolved into a very good and powerful publicity tool, effectively expanding the influence of Uniqlock.

(The case reference source is "Network Integrated Marketing Weapon Spectrum" Liu Dongming of Liaoning Publishing Group)

Attachment: Interesting UNIQLO special topic

1. UNIQLO calendar (see extended reading for the website address) 2. UNIQLO screensaver (See extended reading for website address) 3.UNIQLOCK (See extended reading for website address)

Edit this paragraph for company development

In 1991, Fast Retailing began to develop chain business and proposed to establish 1,000 The development plan of each branch was to realize UNIQLO chain. Stores with national characteristics such as Limited and GAP in the United States became models for UNIQLO's expansion; in 1994, UNIQLO was listed on the Hiroshima Stock Exchange and later on the Tokyo Stock Exchange; In 1998, the UNIQLO Harajuku store opened, and the sweater promotion was a success, ushering in the era of "casual wear directed to consumers". The so-called "casual clothing directed to consumers" means comprehensively revising business processes such as planning, production, circulation, and sales, and striving to establish a business model that is most suitable for consumers. The key is to mass-produce according to consumer needs. In this way, relying on its unique business philosophy and business model, UNIQLO has developed all the way. Today, Fast Retailing has become the number one company in Japan's retail industry and one of the top companies in the world's clothing retail industry. It has nearly 600 stores in Japan alone; it created sales of 111 billion yen in 1999 and 228.9 billion yen in 2000. In 2001, it achieved a miracle of doubling its three-year performance of 418.5 billion yen in a row. As a result, it ranked first in Japan's "Ranking of Prosperous Enterprises in the 21st Century" and became the casual wear brand with the highest market share in Japan. In September 2001, Fast Retailing opened its first overseas store in London, England. Now UNIQLO has 15 stores in the United Kingdom. Within one year of entering Europe, it was rated as "2002 UNIQLO" by the representative European industry magazine "RetailWeek". The most influential and outstanding companies in the UK market of the year."

Edit this paragraph Uniqlo plans to vigorously develop the Asian market

Real view of Uniqlo stores

On September 14, 2011, Japan's Fast Retailing Company announced a major plan for Uniqlo Expansion plan. The company plans to open 200 to 300 new stores every year outside Japan, most of which are located in the booming Asian market. It is understood that the company plans to open 100 new stores every year in China and 30 new stores every year in Taiwan. As the operator of the Uniqlo casual clothing chain store, Japan's Fast Retailing currently has 840 Uniqlo chain stores in Japan and 180 Uniqlo chain stores outside Japan.

Edit the basic information of Uniqlo in this paragraph

Business type: Clothing/Apparel: Men's clothing, women's clothing, leisure sports, clothing; Main outlets: East China, North China and Northeast, Southwest, South China Store opening plan: UNIQLO plans to open 100 new stores in China every year. Store opening method: direct operation. Preferred property for site selection: commercial complex, shopping mall, commercial street. Property usage: leasing, cooperation. Required area: 500-1500 square meters; Contract period: 5 -10-year site selection criteria: 1. Downtown areas with frequent commercial activities: downtown areas with frequent commercial activities and large flow of people; 2. Near public places where people live together; 3. The minimum store area is 500 square meters.

Edit the latest news in this paragraph

As of the first half of 2009, Japan's Uniqlo has opened a total of 32 clothing stores in 13 cities in China. In order to ensure an overwhelming market advantage, the number of stores will be increased to 50 before the end of the year, and the scale of 100 stores will be achieved within 3 years. (Source: NetEase Finance) In the winter of 2009, UNIQLO will continue to vigorously promote this high-tech and high-quality fashion item globally, with a target sales volume of 50 million pieces! ! On October 1, 2009 (Thursday), UNIQLO's third global flagship store opened grandly in Paris, France, after London.

On October 31, 2009, UNIQLO's new store in Qianmen Pedestrian Street in Beijing officially opened. On November 1, 2009, UNIQLO's flagship store in Suzhou Industrial Park opened grandly. In September 2009, UNIQLO Shenyang Zhongjie store officially opened. In April 2010, UNIQLO Beijing Shilibao store officially opened. On May 15, 2010, UNIQLO Shanghai flagship store grandly opened on Nanjing West Road. On October 1, 2010, UNIQLO grandly opened at Deji Plaza in Xinjiekou, Nanjing. On June 3, 2011, UNIQLO grandly opened at Qingdao Xinye Plaza. June 2011 On August 17, UNIQLO Tianjin Lotte Department Store grandly opened. On August 26, 2011, UNIQLO Jinan Plaza 66 store grandly opened. On September 14, 2011, a large-scale expansion plan for UNIQLO was announced. It plans to open 100 new stores every year in China and in South Asia. It opens 100 new stores every year in the region, 50 new stores every year in South Korea, and 30 new stores every year in Taiwan, China. Uniqlo also plans to open 20 new stores every year in the United States and Europe. [1]

Edit this paragraph brand spokesperson

Maeda Atsuko Aragaki Yui Chen Kun, Sun Li, Du Juan, Huang Doudou, Tan Yuanyuan, Fang Datong, Lin Yichen, Bosco Bosco, Gao Yuanyuan 2011 autumn and winter UNIQLO brand Image spokespersons

bigbang, Ryuhei Matsuda, Orlando Bloom, Charlize Theron, Jolin Tsai, Usher, Akisa Kuroki, Chen Bolin and Chen Yihan