How Does Ma'S Admiration Of UNIQLO Keep Upgrading?

Constant change means UNIQLO as a whole. brand Tonality is also promoted. Uniqlo In spite of the great determination of change, the change of mind has not changed: let everyone wear high quality clothing and let people enjoy it. fashion And the charm of quality, changing clothing, changing the city, changing the world, start with changing people's lives.

Ma Yun once said that the world's most admired businesses are only two, one is Starbucks, and the other is UNIQLO, because the two have done the best.

In 1984, UNIQLO opened its first store in Hiroshima and gradually penetrated the whole Japanese market. In 2001, the clothing retailer opened its first overseas store in London. In 2002, UNIQLO came to China, and in 2005, it did business in the United States. But since then, UNIQLO action has clearly begun to accelerate, and the opening of UNIQLO's 2010 to 2015 results will show that the number of overseas stores in UNIQLO has increased 12 times in the past five years, from 136 to 1734, and now UNIQLO stores have expanded to 17 countries.

Size is always important for the apparel retailing industry, but scale does not guarantee success. UNIQLO founder Liu Jing has had an internal Manifesto: the most powerful product, because the strongest product will drive everything. What is the strongest product? It is to show the customer the reason for buying. The reason for UNIQLO's purchase may be that everyone can say a lot, such as the basic screams, super performance price ratio, comfort and fashion.

Before that, I wrote articles to analyze the way to win the battle of UNIQLO. Simply speaking, it is how UNIQLO deals with high price products at low prices, but people's cognition of UNIQLO is mainly at this stage. The challenge facing UNIQLO is how to develop a brand image that surpasses high cost performance.

The answer of UNIQLO is to create a new experience economy 3 based on the consumer.

Unstoppable experience economy 3

The core of experience economy is consumers, but how to satisfy consumers in different stages and have different connotations, experience economy 1 businessmen's attention is focused on products; experience economy 2 businessmen's attention shifted to consumers.

Experienced the first two stages, with the gradual maturity of the consumer market, experience economy 3 has broken through the pursuit of narrow economic interests in the 1 and 2 times. From the spiritual experience of human beings, it attaches great importance to human being as a high-level demand of "natural person" self actualization. Experiencing economy 3 is humanized, realizing the subjective initiative of consumers as "human", paying close attention to the interaction between enterprises and consumers, and emphasizing the integration of humanistic spirit and corporate brand culture.

The Internet has brought commerce into the 3 era of experience economy. Products are no longer the only important part of the business blueprint. Users spend money on products that are not simply products, but rather an experience involving services. It is undeniable that UNIQLO has made outstanding achievements in the era of experiencing economy 1 and 2. When experiencing the 1 era of economy, UNIQLO is building high-tech fabrics, and has made a series of explosive products, plus the price is close to the people. It has established a strong cognition in the minds of users. The 2 era has emphasized the occupation of consumers' minds. In the 3 era, UNIQLO needs to highlight the emotional exchanges between merchants and customers on the basis of the first two stages, respect the creativity of customers, and satisfy their personalized needs for commodities and habits.

Creating cross border products to create explosive products

The boundaries between the costumes and casual wear of young people after work are less and less obvious. When buying clothes, they emphasize individuality, and do not follow the trend easily. At the same time, they pay more attention to the sense of quality than the previous generation. That is to say, the age of concern for quality has already been advanced.

How to impress the new generation of young people? UNIQLO's efforts are reflected in two aspects of innovation, maintaining cost-effective and quality sense, and approaching young people to integrate creativity into life.

One of the hottest topics recently is Christophe Lemaire, a former Hermes director, who joined UNIQLO and led the design of the "Uniqlo U" series. The two cooperation between UNIQLO and Lemaire has already made us feel that the basic components of UNIQLO are more than basic, but the details of fabric quality, color application and sewing technology have been upgraded to a new level. Now, the more in-depth integration between them will surely bring more consumers' quality and comfort to everyday life and create a sense of luxury, superiority and high quality through the idea of "LifeWear service life" of UNIQLO.

The UT series, which is hot every year, has launched the four themes of "cool and interesting fun" this year. No matter what personality can be displayed vividly. KAWS series, Disney cooperation series, American team 3 series, Star War series and so on, we can see that UNIQLO is stimulating people's creativity in life, lifestyle and quality of life.

The release of the KAWS series once caused a sensation. What's more surprising is the passion for art and creativity inspired by its sales. UNIQLO KAWS series as a trend culture popularization, a frontier art impact, infected Chinese consumers.

People's pursuit of creativity and quality of life is common, and UNIQLO undoubtedly plays a huge role in impressing young people.

Comprehensive interaction drives fans economy

Making fans economy is the only way to achieve brand success. A successful brand can not only be bought by people, no one loves, customers can not only have no fans. To really stir up fans, we must arouse their sense of participation.

The MAGIC FOR ALL concept store is located in the 5 largest building of the global flagship store, UNIQLO, the largest flagship store in UNIQLO, and the theme store displays are closely related to the changes in Shanghai's big hot films. From star wars, Captain America to 3, to depict Pixar friendship's UTGP theme, "Alice in Wonderland" and "seabed general mobilization 2", let every consumer here feel as if they are in a colorful and dreamy Disney theme world, even shopping has become a kind of enjoyment.

The world's first UT FACTORY customization area allows every consumer to participate in the customized travel of exclusive clothing. Through UTme! Design t-shirt on mobile phone or iPad, print directly. You can also choose My UNIQLO embroidery and badge service to make your UNIQLO unique.

Walk into the UNIQLO store, connect your mobile phone to WiFi, scan the digital posters around the store to find out the detailed description of the merchandise, collocation guide and real-time inventory. You can also use WeChat and Alipay to pay for mobile payment, and connect offline offline. UNIQLO hopes that online and offline two-way drainage can bring more brand and product information to consumers through online channels.

In the newly revised WeChat menu, consumers can get the most intimate online exclusive shopping experience. Not only can we find the latest preferential information, first-hand seasonal products, experience online interaction to receive benefits. Can also be used as a companion with the treasure, whenever and wherever possible, directly to the tide of single product, query practical wear, see the most fashionable with the ground gas match Buyer show. At the same time, the self-service function in the menu can achieve real-time inventory and online purchase of goods, and even search for the closest QQ store.

Retail innovation must focus on the 3 of experience economy. The efforts made by UNIQLO are aimed at bringing innovative experience to consumers.

Brand upgrade to change life with clothing

UNIQLO's usual style is to knock clothes, fabrics and designs, and once wanted to show all the new products and technologies. Design sense and fabric innovation are the reasons for buying young people. Young people are very creative, but they are also rational consumers. Therefore, products with technological content and cost-effective products can impress them.

However, as Ryui Masa said in an interview earlier, "the competitor of UNIQLO is not Gap, but apple." UNIQLO's latest breakthrough in product and service innovation is most eye-catching. It is also one of the few clothing companies in the global apparel industry that likes to hike itself with high technology, including fleece, AIRism and HEATTECH. They have become the iconic products of UNIQLO.

Constant change means more improvement of UNIQLO's overall brand tonality, which is the determination of UNIQLO's spanformation. Although it is bold and resolute, it has not changed its original mind: let everyone wear high quality clothing, let people enjoy the charm of fashion and quality, change clothes, change cities and change the world, start with changing people's life.