vixen rv UNIQLO to find opponents
UNIQLO to find opponents
2002 UNIQLO came to China, but because of the wrong opponent, location ambiguity, had to return losing; when it come back when the opponent to face much stronger than before, of course, new competitors arrival in China, positioning it also became clear.
Fiscal year 2007, UNIQLO (Uniqlo) China sales doubled over the previous year. Beautiful data also reflected in the company of its brands – Fast Retailing of Japan (JP: 9983) group in the October 9, 2008 Published on the monthly earnings. According to financial reports, UNIQLO's overseas business for the first time the annual surplus, largely helped by sales growth in Asia. The conservative Japanese company decided to accelerate the speed shop in Asia.
At this point, the clothing brand is being brought young people in places like Beijing and Shanghai, and HM, CA, ZARA brands compare to describe the brand, “casual wear” this phrase has been “Fast Fashion” (fast fashion) instead .
Penning obviously happy to see that. He is a fast sell (China) Trade Co., Ltd. Managing Director. In selecting new store locations, he put Uniqlo shops open in the fast fashion brand shops are next door, the Super Brand Mall in Shanghai's Pudong district is they gathered these four brands.
In September 2008 as a weekend in the Super Brand Mall UNIQLO store, customers of all ages generally calm water and soil selection, 8 there are 4 sets of cash registers in use, each cash register queue in front of 12 customers. However, in 2 layers HM store, excited young girls in colorful smart shuttle between the shelves and open use of the three cash register before, each are surrounded by a 56 to wait for payment of the customer. ZARA and 1 floor is slightly bound to them, dressed in black suits to the clerk inquired commodity situation, you have a little excitement to your Convergence. CA to be deserted lot, less than 10 customers throughout the store slowly stroll.
Super Brand Mall business side – Royal Thai market manager Zhou Xuguang Management Limited, said that at the current sales, UNIQLO, and you win a fight ZARA. “3 floor, the elevator is Uniqlo, but now, although at a floor, ZARA, location has to bias the middle point, from one mobile line (people's movement of the line) point of view, UNIQLO is now better than a floor, the location of difference . “
UNIQLO it probably should be grateful to those next door competitor, they failed to “Fast Fashion” into China, before the days of UNIQLO's no so good – it was straight off within a year was forced to shop.
2002 UNIQLO first set foot on Chinese soil, when, HM, ZARA brands like few people have heard of. Today, their consumption is devoted to HM was still plain, Metersbonwe, Giordano a loyal customer. UNIQLO is a popular clothing brand in Japan, so the first in mainland China also positioned as public leisure apparel. Thus, its main competitor is the extreme fire at the Baleno, Giordano.
“We took the wrong way,” Penning admitted, had just entered the Chinese mainland UNIQLO policy misjudgments, “We are very close with the local brand price, price war to fight the bitter end.”
However, although a popular walking route, the price of UNIQLO is not particularly close to the people. Or 59 yuan a T shirt, which allow consumers to feel confused – was at a roadside stall for 10 per T shirt can buy 20 yuan pants consumers, UNIQLO is at most upscale casual restaurant, and no How many reasons to go there consumption.
Sales bad UNIQLO have to select the relevant shop. In 2006, after May 1 holiday, UNIQLO Beijing withdrawal. While renovations were begun Shanghai Exchange Square. Penning and Hong Kong Exchange Square, manager negotiations, would prefer to shop moved from the 2nd floor, 4th floor, in exchange for a 1,000 square-meter location. Raffles shop area due to the small shop, from the better performance of the Nanjing East Road, only 10 minutes from the shop was revoked.
Penning began to hope that UNIQLO simple texture gives the impression left behind, he needs more spacious shop. Super Brand Mall offers a guarantee at this time with the end of pumping into the conditions of hope and cooperation UNIQLO. “In addition to the 2nd floor was Zhengda ESPRIT, almost no shops. To look around, surrounded by decoration board.” Penney recalled. Certainly, it now appears UNIQLO bet the right place.
There are also gambling on the time of HM was not long before they came.
“Come on, vogue! Let your body go with the flow!” (With the incoming tide it! Let your body lose control!) As the Madonna in his songs “Vogue” The Scream, 2006, the Spanish brand ZARA
The first to enter the Shanghai; in 2007, from Sweden, HM followed almost the same time also came in from the Netherlands, CA. The Fast Fashion brand quickly reconstruct the concept of fashion consumers in Mainland China, Shanghai streets are filled with shops carrying these bags the girls.
UNIQLO so the ride to catch the Fast Fashion. “The next decade China will become the world's largest consumer market,” Fast Retailing is Yanai president headquarters in Japan, said, “no one will turn a blind eye to this market.”
Of course, the ride did not take them so easy, because those opponents than the original local brand in China much more powerful. Just out of the woods, on both China and overseas markets have high hopes of UNIQLO's Fast Fashion in today's popular fashion trend or appear in front of some conservative – when HM store full of shiny patent leather and small, and excellent library or main comfortable clothes cotton quality clothing.
“I bought a Uniqlo shirt, bought two years ago, through to the present is still very new – I usually wear regular washing Oh.” Zhou Xuguang said he was a year ago bought a HM shirt now lost. “However, the new UNIQLO slower speed than HM. ZARA is the value of products fashion element, the use of materials generally. HM almost like ZARA, but the clothing is more preferred younger, lower price.”
Penning acknowledged UNIQLO degree in fashion than those of the Nevertheless HM. Uniqlo clothing as a whole in favor of the basic models, sketch maps and a small section is also a small amount of it and the HM variety of brands such a big difference – it obviously makes sportsman beauties have a headache for them, than even the most embarrassing case of wearing the same clothes and their own people.
“Seems to look easy Zhuangshan? Do not just look at a piece, to go with.” Penning want customers to use UNIQLO “Simple Comfort” style with its own personality. But when lazy people more options to the HM who UNIQLO had to find ways to attract more people to see your new.
Karl has been leveraging as HM? Rugby Field and the recent Kawakubo, like Ling, since 2007, UNIQLO began to seek cooperation with big-name designers. Spring and summer of 2008, a focus on UNIQLO fashion news aroused attention – the U.S. version of “ELLE” style editor Kate Lanphear as an Alexander Wang's Uniqlo 1436 U.S. dollars worth of work to catch the Eve? St. ? Laurent handbag, and Wang for the UNIQLO designs that little black skirt section value of 59.5 U.S. dollars only.
Alexander Wang, who by the Devil Wears Prada – “VOGUE” editor Anna Wintour favored by the United States, 24-year-old Chinese-American designer and Uniqlo have learned that cooperation extremely happy: “I can not wait to tell my news brothers and sisters, we are very excited! “God knows why, his clients are big stars, obviously not lacking from Uniqlo design fees. UNIQLO is on special significance for the goods to sell large, it also can be used to refute those who “lack UNIQLO fashion degree” evaluation.
June 2008, when the Wang's work to China, watercress on the UNIQLO team immediately raged. Young girls Qiazhiyisuan spent 299-399 yuan price, you can give yourself an equipment designed by the Wang dress. By the end of June, the Shanghai Super Brand Mall store UNIQLO 5 Wang family clothing only 3, the Hong Kong exchange shops and even only two.
But Wang is also only designed for the Uniqlo clothing 5, UNIQLO has worked with only 12 big-name designers, it also needs more designers to store consistent with its English “UNIQLO”-Unique Clothing Warehouse , meaning “unique clothing warehouse” – meaning.
“Fast Fashion This is the mainstream of the times,” Penney said, “even if slightly conservative, UNIQLO has never lagged behind the trend.” Has been Uniqlo to the cost in exchange for a bunch of conservative provisions, such as leaving behind the thread buttons, not more than 5 mm, can not cut too short, or when the button may fall off in the laundry. Now, the price and quality is Uniqlo Penning think they can ZARA words against a powerful weapon. “You do not need to buy clothes for her too much pressure.” He added.
(Editor: Tong Fei) []
adidas clothing, vixen fox, vixen dc comics,
