UNIQLO优衣库

CHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLDUNIQLO目录CONTENTSINTRODUCTIONCHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLD01COMPANYPROFILECOMPANYPROFILEUniqloCo.,Ltd.(株式会社ユニクロKabushiki-gaishaYunikuro)(pronounced“YOU-nee-klo”inEnglish)isaJapanesecasualweardesigner,manufacturerandretailer.ThecompanyhasbeenawholelyownedsubsidiaryofFastRetailingCo.,Ltd.sinceNovember2005.InadditiontoJapan,thecompanyoperatesinfourteencountriesglobally.“””“UNIQLO'scorporatelogodesigninthechoiceofthecoloroftheredfloorandwhitefont,redandwhitecontrastenhancedattractivelogoandredandwhitecollocationisnottheoldcolorcollocationislikeblackandwhitecolorasalwayssofashionnotwasabandonedbytime.Simpleatmosphereoftheletterisalsoagoodchoice.TheUNIQLOclothingsector,therepresentativeofJapan,sowiththeJapaneseflag,日の丸’sred,canhighlighttheUNIQLO'svalueofexistence.COMPANYLOGO”“Fromthedoorwhentheclerkenthusiasticgreetingtothewindowplasticmodelsofpresentationandshelfclothesoffolding,hangingtoputtheshow,againtostorethesubtlelightingandmusic,eachaletapersonfeeljustright,inthemostdirectwaytoinspireconsumerspurchaseenthusiasm.PHYSICALSTORESHISTORY&DESIGNCONCEPTCHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLD02COMPANYHISTORYUNIQLOfoundedin1963byJapaneseFastRetailingCompany.In1984，TadashiYanai（柳井正）openedhisfirstunisexcasualwearstoreinHiroshima（广岛）underthename"UniqueClothingWarehouse".”“COMPANYHISTORYInSeptember1991,thenameofthecompanywaschangedfrom"OgoriShōji"to"FastRetailing",andbyApril1994,therewereover100UniqlostoresoperatingthroughoutJapan.InNovember1998,theyopenedtheirfirsturbanUniqlostoreinTokyo’strendyHarajukudistrict,andoutletssoonspreadtomajorcitiesthroughoutJapan.”“DEVELOPMENTINCHINAIn2002,UNIQLODesignStudiowasestablishedinordertostrengthentheabilityofdesigning.Inthesameyear,firstChineseUniqlooutletwasopenedinShanghaialongwithfouroverseasoutletsinLondon,England.UNIQLOstoresinmajorcitiesofChinaaremorethan340.Besides,UNIQLOoperatedwithJD.COM,startedtheonlineshoppingbusiness.UNIQLOhashundredsofprocessingenterprisesinChina.Almost90%ofUNIQLOgoodsareproducedinChina.DEVELOPMENTINCHINADESIGNCONCEPTUNIQLOdesigningideasaremainlyrevolvesaroundsimple,happy,fastsellingandotherelementstoexpand.Whilemaintainingtheunityofthewhole,therearesomenewvariations.UNIQLOadherestoprovidemodern,simple,natural,highqualityandeasytomixproductstocustomers.Whatitadvocated,the“all–match”conceptiswell-knownintheworld.DESIGNCONCEPTTheslogan“Thedressiscostarwhilethepersonistheprotagonist.”highlightsthepeople-orienteddressingconceptofUNIQLO.Itisbelievedthatevensimpleclothescanshowone’sownpersonalitythroughelaborateassortment.DESIGNCONCEPTJilSanderisknownas"QueenofClean"intheseriesofthecollaborationwithUNIQLO,shestillalwaysemphasizeditsbestatthedetailsofthedesignandtheuseoflines,giventheseseeminglysimpledesignwithverylowprofileamazingupperbody.ENTERPRISE'SCULTURECHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLD03COMPANYBIRTHIn1982,thecompanydownYanai(TadashiYanai),intheUnitedStatesCountries,theUnitedStatesbythewarehousesalesway,oncollegecampusesCountriesafteritwasputforwardintheclothingstoretotrytosellclothingstoragetypeself-serviceshoppingway,andwasfirstintroducedinJapansellstypeclothingsalesway,throughauniqueProductplanning,developmentandsalessystemtoachievethestoreoperationoflowcost.(note:in2009,yanaiwithanetworthof$6.1billion,becamethenewJapanTherichestman.)COMPANYBIRTHAccordingtoForbesmagazinelist09JapanclothingretailerUniqlofounderYanai(柳井正)isJapan'stopmen,totalassetsof$6.1billion.Twothingsyoucanseeyanaiinnovationspirit:1,UNIQLOhiredformerqueenofcontracteddesignluxuryJilSenderbearbranddesigndirector,willbealuxury,contracteddesignstylecombinebasiccategoryandthereasonablepriceideas.2,yanai,handinhandtojackma,activelyexploreUNIQLOe-commercemarket,cateringtothetrendofTheTimes.BRANDDESCRIPTIOMCustomerfoundthatuniqlobesidesnotesinthesmallfont,cannotfindanylongerAssociatedwithuniqlotoanyexplicitidentification.Uniqlohasalwaysbeentomodern,simple,naturalandhighqualityNoLOGO"enjoysagoodreputationintheindustry,"thedressisintheleisurefashioncircleofitsown."Hidden"brandNobrandlogo,revealpersonalizationBRANDDESCRIPTIOMpeoplefirstPeople-orienteddressingideastoperfectinthegoods.Goodsisnotasimpleput,accordingtodifferentthemesandtrendsdistinguishdynamicdisplay,fordifferentageandtheidentityoftheconsumertoprovidediversifiedchoices.Enablecustomerstoveryclear,veryquicklyunderstandwhereisthegoodstheywant,ispurelyisthelayoutofthemall,isflat,Europeanstyle,giveapersonakindofveryconvenient,verycomfortablefeeling.DEVELOPMENTSTRATEGYThepurposeoftheenterprisePricingislowenough.Itprice,makeitbetterabletoattractthosefrompremiumbrandtobrandmiddle-gradeprice,notjustthoseconsumerslookingforbargains.Locatedinthemiddleclass.Uniqlobrandforfashionablemenandwomenprovideparity,casualwear,andfamousforitsbasicfashionandbrightcolors.Productsaredividedintochildren'swear,men's,women'sclothing,accessoriesforconsumersof5to35yearsoldages.Theimplementationof"joker"appareltees.Uniqloadheretotheirownclothingstyle,isinthestyleofplain,reflecttheuniquedesignelements.Bybuying,cost-effective,easytoeasyisveryeasytocollocationoffeatures,givepeopleacomfortableandrelaxedfeeling.DEVELOPMENTSTRATEGYtargetofenterpriseTobetheworld'slargestclothingretailerTheconsciousnessandactiontobuildbrandimage,brandstatusThedevelopmentofthemarketAsoneoftherepresentativeenterprisesofSPAretail,uniqlostoresinChina,andwiththeaidoftaobaotocarryouttheelectroniccommerceinChina,striveformoreextensivemarketdiversificationToencirclethecities,intheprocessoftouchingeverycorner,isnotonlyacommercialstreetsideoftheroad,thesubway,fashionshoppingmallsandshoppingcenterssuchasincludedinthesetupshopuniqlo,hittheconsumermarket,differentlevelsofdiversifiedmarketing.DEVELOPMENTSTRATEGYFUTUREPLAN　EnhancethelevelofenterpriseoperationStrengthentheinformationmanagementandinformationtechnology,improvemanagementlevel　　　Upgrademanagementstrategy　ProductdiversityanddiversifiedchannelsMARKETTARGETSCHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLD04CUSTOMERGROUPSBRANDFABRIC "HEATTECH"ishigh-techclothingofthecombinationofJapan'sadvancedtechnologyandfashiontrend,isalsoveryimportantintheprocessofuniqlobrandglobalizationstrategy. “HEATTECH”hassuperhygroscopicheatoftheuniquefeatures,forthepurposeof"morewarmcaress,morecomfortableexperience,preferablyprice"  Uniqlocombinedinnovativetechnologyandmoderateprice,making"HEATTECH"clothingnotonlycanbeusedasadailydressin,evenifthecoldsnapsuddenlyhit,alsocanmakeconsumersfeelthewinterthinoutfitoftie-infun.BUSINESSMODELSPA SPAistheabbreviationof“SpecialtyRe—tallerofPrivateLabelApparel”,literaltranslationis"ownbrandclothingprofessionalretailers",namelydirectconnectiontoproductionandsales.Inlayman'stermsreferringtothosewhowillbetheirowndesign,manufacture,selfpricingofgoods,throughitsownmarkettocustomerstoselltheirownfranchisestores. Uniqlo’stransformationforSPA,focusedontheflatchannelmodeloffactorydirectlytoconsumers,suchtheflowoflinksisreduced,lowercustomercosts,youcanbetterimplementitsparityline.Atthesametime,storescanquicklyandeffectivelytothemarketinformationforthefirsttimeontheplantforfeedback,adjustthestructureofproductionplantproductsinatimelymanner,toavoidthemultichannelstoreflecttheissueofslow,andcaneffectivelyprotectthebest-sellingproductsinthemarketsupply.COMPETITION UNIQLO'sdedicationtostrategicparitylettheconfrontationavoidedZara,H&M,andletitgraduallyleadcompetitorsthroughaseriesofmarketingstrategyinoverseasmarkets.Uniqlotoparticipateinthecompetition,ofcourse,ispreciselythepremiseofscaleandthepositioningoftheinitialimplementation,thedislocationofthepersistenceofthecompany'sstrategy. Dislocationcompetitionstrategyisakindofcompetitivestrategytoavoidcompetitors'marketadvantage,andtoestablishtherelativeadvantageandcompetitivepositionbytheshortandlongshot.Dislocationreducesitsrivals.H&MandZARAisfastfashion,emphasizesthedesign.Asthescaleeffectofuniqloincreasesgradually,uniqlodidn'tuseterminalcapacityblindlytoextendcategorynumber,alwaysadheretotheinitialpositiontoeffectivelyavoidthecompetition.MIXBUILDSTRAGETY UNIQLOhasforesighttoforeseethepopularlineofclothingconsumptiononthemarket,positioninginthetopluxurybrandmix"accessories“.Thisideasuccessfullycompletedthefreedomtomatchwiththefirstclassclothingbrand,intotheworld'sleadingbrandsgatheredplace.Adjacenttothetopluxurybrands,thehugepricedifferencewithhigh-gradeclothesandconvenientshoppingplaceplaygreatroletotheexpansionofoverseasmarkets.Torealizetheeffectofmixingwithanyclothes,anyone,inadditiontoa"price",youcan'tfindUniqlologoontheproduct.Itisnotonlysuitableformixing,butalsosuitableforthosewhohatethelogo.MIXBUILDSTRAGETYmarketingstrategyAlargenumberofcelebrityendorsementsFashionelementstomarketingprograms,cooperationandjointdevelopmentoffashionproducts,andspendlotsofmoneytoinvitecelebrityendorsements,inChinesethereisChenKun,SunLi,GaoYuanyuanandsoon."Hidden"brandmarketingInadditiontothesmallfontofthenote,youcan’tfindanyoftheassociatedwiththedominantlogo.Uniqloisalwaysfamousformodern,simple,naturalandhighquality."Clothingonthenologo"alsomakeituniqueintheleisurefashionapparelindustryDISPLAY Aperiodoftimearoundthetopicandsubjectmatter,toconveythebrand'slifestyle,brandspirit,withtheway,fashiontrends,salesthemes,marketthemesandphysicalgoodsandotherinformation. Commercialformsincludingbrandimage,imageadvertising,promotionalactivitiesandcreativedesignimagewindowandsoon. Toco-ordinatetheoverallsituationinspace,todeliverthemostvaluablesalesinformationinthefirstspace. Thetargetisvisuallyattractive,tostimulatethestore,tostrengthenthebrandimage.VPthemedisplayDISPLAYPPondisplay Theremaybealargenumberofkeyproductsinthesamespaceatthesametime,sotherearemanykeypointsinthesamespace. Emphaticallyrecommendedcontentcanbeaproduct,alsocanbeacombinationofasetofproducts. Keyrecommendationofproductsshouldbeassociatedwiththenearestproduct. KeyrecommendationofproductsshouldconformtotheprincipleofinitiativetotryonDISPLAYIPitemondisplay AssociatedwithPP,generallyincludingPPdisplayproducts,goodsdisplayserieswithcompletecontentatthesametime. Providecompleteproductdesign Provideafullsizeselection Inthecustomerconvenienttakeareaprovidecompletegoods. Storeinareasnoteasytopickup.ADVERTISINGCAMPAIGNCHANGINGCLOTHES.CHANGINGCONVENTIONALWISDOM.CHANGETHEWORLD05ColorCo-ordinateLightandShadowAdventurousADVERTISEMENTCOLORUUUJCOORDINATEDIFFERENTMATCHINGRELATIONSHIPLIGHT&SHADOWADVENTUROUSVEDIOADS Warm Originality TouchedVideoAds