champion shoes Yanai, Japan
Roundup staff reporter Xu Linling
“You have a loose jeans, Slim, skinny jeans have been popular in the the.” “Cashmere Dress? This may be the most popular this fall season alone product, I suggest you buy one.”
Small club of the Road
Yanai was born in Japan, a traditional “clothing family”, and former Prime Minister Shinzo Abe is a fellow, a lot of family or relatives in Yamaguchi Prefecture, Kyushu clothing store business. Yanai was born in 1949, this year, his father Yanai opened a men's shop and other “mini-gun commercial”, the main selling the suits, with clients who want to wear a decent banking or securities industry.
This is the conservative traditional Japanese family honor, Yanai is the only son of the family, especially his father and thus subject to strict requirements and expectations. Evening entertainment late father often, even if late home and then, once seen Yanai is also always uncover some of the small crushing severely reprimanded him. His impression only admitted to high school and college, my father had praised him.
From the renowned Waseda University, graduated with a degree of political economy, Yanai, Japan's leading retailers are working jusco 9 months. Can not find a clear direction in life because, he then returned home to be married. Experienced a period of idle time, the consistently strong father suddenly suffering cerebral hemorrhage, Yanai is forced to take over the stores this Pn little suit.
Yanai young, the way is beginning to use their management Xifu Dian, resisted this change. “My father hired eight employees, two years later, only one stayed, other people think I'm just inexperienced, reckless young man. I had one person from purchasing to sales of all the work.” This The crisis forced Yanai is familiar with the apparel design, manufacturing to sales of all processes,
In 1984, Yanai formally took over from his father the hands of the post of president. Due to “Castle Peak tailor” and other men's suits to expand the impact of large stores, small county on the increasingly difficult for commercial operators. Yanai was started looking to a more mass-market casual wear. He took “uniqueclothingwarehouse” meaning, to create “uniqlo” brand, by design, integration of production to the retail operation mode.
This is the life Yanai is the first big adventure – in June 1984, this coming out from the remote and backward, “township enterprises” for the first time into the big cities to open its first store in Hiroshima City. Deserted for fear of scenes in the opening of the TV, radio, leaflets, etc. to publicize the results on the morning of 6 people are queuing up.
UNIQLO first major buying groups are young students. In order to take care of the day or in the working class customers, Yanai is time to adjust to shop for the night early in the morning 6:30 to 10:00, followed by business has been booming.
Yanai met the company is quickly developing a “golden age.” The late 80s, the Japanese economic bubble burst, the national income drastically reduced, people have to begin to reduce expenditure on clothing, cheap and good UNIQLO soon become their regular place.
History repeats itself. In 2008, a financial crisis sweeping the globe, and rich merchants of peace are the first people in the wallet shrinking water. With the price of civilians and non-value plunges fashion orientation, has more than 800 worldwide chain Uniqlo sales buck the trend rise in share price has increased by 63%, dismal stock market thriving in Japan.
9 defeat a victory
“I think he is an adventurer, in fact all it is risky business practices, only to bear the greater the risk, we can be more and more interest.” This is Yanai is on their own interpretation of success.
The early 90s, bent on expansion of the “Uniqlo” experiencing financial difficulties. In 1991, a year before Japan's economic growth rate of 6% to 2.2%, usually between banks are gradually more hesitated whether to Yanai is financing. Yanai is placed in front, it seems only one way to the market.
As listed sprint, Yanai employees are set to an almost impossible goal: every 3 years for the original three-fold growth. This means that 30 new stores a year, three years after the main store a few Pobai.
This radical and risky move for him familiar with the bank are getting disturbed, they began to refuse him a loan, and even advised him not to blindly open new stores, with sound business approach to the management company.
Yanai is vaguely aware that he may have created a “miracle business.” Just a few years, the ubiquitous Uniqlo clothing in expensive Japanese market whipped up a whirlwind, sales continued to record high, light 1998, sold 2 million a year on polar fleece jacket. Statistics show that there is an average of three Japanese Uniqlo fleece jacket. This seems to confirm the Yanai is advocating the “Uniqlo is Japan's national service.”
July 1994, Fast Retailing Co., Ltd. Hiroshima Stock Exchange as hoped, five years later to the Tokyo Stock Exchange Main Board.
And Japanese entrepreneurs in general about face different Yanai is a very brave person who conceded defeat. In 2003, he wrote a book called “a win nine lost” book. In his view, “business does not need any special qualifications. I think almost everyone can start it is important to do it yourself. Regardless of failure times are not discouraged to continue to challenge, in this process, the could develop an operator. “
UNIQLO once in 2002 years into the lag phase. At this point, Liu is well aware of the need for the “Uniqlo” brand integration elements. Design department at the first time to collect from Tokyo, New York, Paris and Milan fashion edge, adding to its own product development and design of the link.
In the adjustment and groping, gradually forming a UNIQLO fashion aesthetic on “Part philosophy”: clothes supporting role, talent is the main character to wear clothes, so be sure UNIQLO clothing style, simplicity, and even with other brand prada, armani world's top luxury brands such as freedom of harmonization with the style.
Yanai is to persuade big-name designer clothes Ji Ersang back at it as “UNIQLO” the creative director. This is known to clean simple design of the Queen, because of disagreements with prada, angrily left the fashion world. This news came out, Fast Retailing Co., Ltd. shares rose 8.6%.
After re-positioning the brand UNIQLO stable growth in operating income, and began the road of overseas expansion.
In 2001, UNIQLO opened its first in the UK from overseas stores. The next year, UNIQLO was European trade magazine “Retail Week” as “the year 2002 the UK's most influential companies.”
November 2006, in New York Broadway opposite, young fashion center soho, UNIQLO's first global flagship store was opened. November 2007, UNIQLO's most popular shopping areas in London, Oxford Street opened its first global flagship store in Europe. The shop is located in the bus station to extend the line, Yanai is hope that people can be friends meet here as a landmark. Soon after, Paris, France, near the Scribe Street Opera House opened its third global flagship store.
Since the financial crisis, media appearances, Yanai is frequently emphasize a word is “international.”
December 2009, Yanai was his second of the business book “to do real world retailers” wrote: “As China and other Asian countries, Brazil, Eastern Europe and Russia to join the new world economy is forming. retail world really start fighting. “
China has the largest market, is being Yanai sellers compete with these clothes, “first,” the main battlefield.
In 2002, Uniqlo to set foot on Chinese soil, but because of positioning error, in and Baleno, Giordano these low-end brand in China to compete in the narrow road frequently missed.
Now is the best time to come back: When hm, ca, zara brands have entered China, the “fast fashion” concept began to be city's white-collar workers to accept. On the other hand, Uniqlo timely international strategy also began to markedly – Paris, New York's fashion upgrade, led the Asian market.
Yanai is accelerating in China's shop rate, sudden Shanghai as the center of East China, with Beijing as the center of North China, with Guangzhou and Shenzhen as the center of South China to Chongqing, Chengdu as the center of the southwest as well as Hong Kong and other regions, and gradually increase their influence.
The richest man in Japan for two consecutive years are increasingly valued UNIQLO in the Chinese market. He declared outside: the next 10 years the Chinese market, sales of 1 trillion yen, more than Japan's domestic sales. Apparel retail chain to build its industry, “Asia.”
To achieve this “first” goal and not an easy task: compared to competitors hm, zara, UNIQLO shop in China, called the slow pace; In addition, the “fast fashion” business model is being copied in China, more familiar with the local market, a number of Chinese competitors are quick to learn and grow.
Yanai is found Ma. Yanai is a director and Ma are Softbank, the board of directors meeting, the two often meet. April 2009, Uniqlo in Shanghai announced strategic partnership Taobao, Taobao Mall has opened at the same time the official flagship store. Shop is less than two weeks, sold more than 30,000.
November 2 that year, was less than half a year opened UNIQLO flagship store Taobao Mall daily trading volume reached a record 55 million yuan, became the first clothing store Taobao.
The richest man in Japan had been asked: has so much wealth, how to prepare to spend?
The modesty of “selling clothes” and ambitious Japanese elderly replied: “In the future, our capital city for the development of UNIQLO's global strategy, we do not pursue a 'Japan's largest' business, but we will work tirelessly to become the 'world's largest' casual clothing production and sales business. “
The 61 year-old Japanese physique is not high, but energetic, eighty or more, accompanying them who trot to keep up. He seemed to always 100 meters sprint. His life's biggest competitor has been in another world – in 1999, Yanai is the father's death.
At the funeral, he died in Iraq last. He has no idea that a man named Liu wells are finally on his satisfaction.
Now, he has not stop.
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