Uniqlo is a famous leisure brand in Japan and the core brand of Fast Retailing Group in Japan, which ranks in the forefront of the global clothing retail industry. Insist on providing modern, simple, natural, high-quality and easy-to-match goods to consumers around the world. The concept of "Joker" advocated by us is also well known to the world.
brand introduction
"Clothes are the supporting role, and the person wearing clothes is the protagonist" highlights his people-oriented dressing concept. Even a seemingly simple basic model can show its own personality as long as it is carefully matched. Uniqlo's full name is UNIQUE Clothing Warehouse. Its internal meaning refers to abandoning the warehouse-style shops that are not necessary to be decorated and adopting supermarket-style self-service shopping to provide the goods that customers want at reasonable and credible prices. The name of the company is Fast Retailing, which contains many special meanings. Fast+Retail embodies the fundamental entrepreneurial spirit of how to quickly commercialize customers' requirements and provide goods, and also expresses their unshakable belief in becoming a retail enterprise with a global concept of fast food culture. This concept refers to providing a large number of clothes that anyone can wear at any time and anywhere at reasonable and credible prices through global unified services. Therefore, they have a unique commodity planning, development and sales system, so as to achieve low-cost store operation.
Edit this section of Uniqlo history.
Uniqlo brand Fast Retailing Company was founded in 1963, when it was a small clothing store selling suits. Liu, the current chairman and general manager of the company, graduated from Waseda University with an economics major in his early years./kloc-0 joined Fast Retailing Company in August 1972, and/kloc-0 became the chairman and general manager of the company in September 1984. 1982 Liu, who was already a director of the company at that time, was inspired by the sales model of campus warehouses in American universities when he visited the United States. After returning to China, he proposed to try to sell clothes in clothing stores by means of warehouse self-purchase, and introduced the supermarket sales model for the first time in Japan to realize the low cost of store operation through the unique commodity planning, development and sales system. 1June, 984, the first Uniqlo warehousing and clothing store officially opened in Hiroshima, Japan. At that time, Japan's economy was in recession, and Uniqlo's business strategy was to provide all consumers with fashionable casual clothes at low prices. In order to gather popularity and attract customers, when Uniqlo first opened, it also provided customers with free breakfast: bread and milk, which really attracted a large number of customers. Every morning, many people gather in front of Uniqlo's store, queue up for breakfast, and then go into the store to buy.
Edit this paragraph of brand development
199 1 year, Fast Retailing Company started chain operation, and put forward the development plan of establishing 1000 branches to realize the chain operation of Uniqlo. Stores with national characteristics, such as American Limited and GAP, have become models of Uniqlo's expansion. 1994, Uniqlo was listed on Hiroshima Stock Exchange and then on Tokyo Stock Exchange. 1998, Uniqlo Harajuku Store opened, sweater promotion was successful, and the era of "casual clothes facing consumers" began. The so-called "casual wear directly facing consumers" is a comprehensive revision of business processes such as planning, production, circulation and sales.
Uniqlo (3 sheets) strives to establish the most suitable business model for consumers, the key of which is mass production according to consumers' needs. In this way, Uniqlo has developed all the way with its unique business philosophy and business model. Today, Fast Retailing has become the largest retailer in Japan and the largest retailer in the world, with nearly 600 stores in Japan alone. It has created a sales miracle of199911billion yen, 228.9 billion yen in 2000, and 4 185 billion yen in 200/year, and therefore ranks among Japan's "2/kloc-0". In September, 2000 1, Fast Retailing Company opened its first overseas1store in London, England. Now Uniqlo has 15 stores in the UK. Less than a year after entering Europe, it was rated as "the most influential outstanding enterprise in the British market in 2002" by the representative European industry magazine RetailWeek.
Edit this brand in China.
Uniqlo took the lead in launching online shopping business in China brand clothing retail industry. Its online flagship store was released on April 6, 2009, and Uniqlo's Taobao Mall store and external online store were released at the same time. After opening the store, it sold an average of 2000 pieces a day. In addition, Uniqlo will open three new stores in Shanghai next month, bringing the total number of stores in Shanghai to11; Total number of Uniqlo stores in China this year.
Will double the number of people now. According to reports, Uniqlo has been deployed in Beijing, Tianjin, Hangzhou, Shanghai, Jinan, Guangzhou, Qingdao, Dalian, Nanjing and other important cities in the Mainland. Among them, there are already five stores in Beijing. It is said that by 20 1 1, the number of stores in Beijing will reach10; In September 2009, Uniqlo Shenyang Zhongjie Store officially opened, marking the official landing of Uniqlo in Northeast China. On 201September 19, Uniqlo grandly opened its business in Tianjin's international shopping mall. In June 2009, Uniqlo opened its flagship store in Hangzhou, Li Xing. 20 1 1 May, Uniqlo opened its flagship store in China in Qingdao Belle Plaza. On August 20 1 1, Uniqlo settled in hang lung plaza, Jinan. On September 20 1 1, the second and third stores opened in Jinan Harmony Square and He Jiong Commercial Building respectively. It is reported that Uniqlo has processing points in China, Southeast Asia, Europe and other regions, including hundreds of various processing enterprises in China. 90% of Uniqlo's products are made in China.
Edit this brand fabric
Uniqlo (Japanese clothing brand name)
The global promotion meeting of the famous Japanese brand Uniqlo "HEATTECH" was held in Beijing. "HEATTECH" is a high-tech garment that was born after the integration of Japanese advanced technology and fashion trends, and it is also a very important strategic commodity in the process of Uniqlo brand globalization. It is reported that the global promotion conference of "HEATTECH" was held in new york, London, Beijing, Paris and Seoul from June 5438+065438+ 10/8 to 29. "HEATTECH" has the unique function of super moisture absorption and heating, and is an innovative fabric developed by Uniqlo with the goal of "warmer care, more comfortable experience and more suitable price". Since its listing in Japan five years ago, it has set off a fashion craze, and in 2007, it achieved sales of about 20 million pieces in the Japanese market. Uniqlo combines innovative technology with moderate price, so that "HEATTECH" clothing can not only be worn as daily clothes, but also allow consumers to experience the fun of matching thin clothes even if the cold snap suddenly strikes in winter.
Edit this brand production
Uniqlo's clothing production base is not only established in China, but also gradually expanded to other Asian countries. While completing decentralized and multinational production bases, we should implement a management system that can ensure the quality of goods. Uniqlo sent "skilled craftsmen" to about 70 cooperative factories to provide them with active technical support. "Skilled craftsmen" are a group of skilled craftsmen who have more than 30 years of experience in Japanese textile industry. Through them, they teach a whole set of factory management skills from fiber, weaving, textile, dyeing, sewing, finished products to supply. In addition, the positive performance of overseas production management departments can not be ignored. Uniqlo has a total of 170 production managers, who are based in Shanghai, Shenzhen and Ho Chi Minh City, Vietnam, and regularly go to factories around the country for quality inspection every week.
Edit the brand characters in this paragraph.
When Japanese enterprises declined, Uniqlo, a fast fashion brand, ushered in the most brilliant moment in history. /kloc-in February of 0/9, its founder Liu topped the list of Japan's richest people. Uniqlo founder
Liu, born in 1949, is the chairman and CEO of Fast Retailing Group. Founded in 1963, the company owns the famous brand "Uniqlo" and is a leading casual clothing enterprise in Japan. In the current economic situation, if the rich only lose 20% of their personal assets, it can be considered that they are doing quite well. Matthew Miller, a senior editor of Forbes magazine, said that this is not a guess. According to the statistics of Forbes magazine, in 2008, the number of rich people in the world decreased on a large scale, reaching as many as 373, which is unprecedented. A loss of 20% is good, so what word should be used to describe the rise of personal assets against the market by 29%? From US$ 4.7 billion to US$ 66,543.8+billion, the financial turmoil helped Liu, chairman and president of Fast Retailing Company, become the richest man in Japan, becoming the first person in Japanese history to reach the top of Forbes with the clothing industry. As of 2009, its personal assets have reached $96,543.8 billion.
Edit this marketing strategy
One of the most famous marketing activities of Uniqlo is Uniqlo World, which is the successful occupation of users' desktops by Uniqlo, mainly based on the fun principle in the 4I principle of network integrated marketing. Base upgrade. UNIQLO is a functional widget made for global bloggers according to its own brand, which integrates beauty, music and dance into the clock as a tool to show the brand on the stage, thus establishing the connection between the audience and the brand. (Case reference source "Network Integrated Marketing Weapon Spectrum" Liu Dongming, Liaoning Publishing Group) On the screen made of FLASH, big numbers are jumping to show the current time. A five-second movie appears randomly every five seconds. This film is about lovely and beautiful girls dancing, going upstairs, knitting flower ropes, or dancing at will or following the rhythm. They wore Uniqlo's main costume this season, and after five seconds, the film entered the next ten-second cycle again. It's interesting and impressive to appreciate the refreshing faces and various dance postures of beautiful women all the time. Coupled with good music and unique pictures, this idea is really fascinating! More importantly, you may be accidentally poisoned by Uniqlo, and beautiful women will wear different clothes at different times. Wear different clothes in different seasons, and display products in all directions through the small platform of the clock, so that "I hate watching advertisements" becomes an obsession. Blogs from 57 countries around the world are scrambling to make Wu Mei "settle down". In fact, there are many clockwork, which is also very common, but the success of this gadget is mainly because it is based on the interesting principle of network integrated marketing 4I principle. A fun or good-looking plug-in, no matter how interesting, will inevitably be boring every day, which involves the longevity of Widget marketing. Well, Uniqlo skillfully solved this problem: the so-called beauty is that he hasn't had time to go bad. In the clock plug-in, the fragments of dancing beauty are constantly updated. People who dance every five seconds may be different, clothes may be different, and the content of dancing may be different. Five seconds is just right, and it won't be aesthetic fatigue or feast your eyes. The audience is constantly paying attention to this "semi-saturated" state and always looking forward to the start of every new 5 seconds. It is really appetizing! At the same time, Uniqlo dance short films have been continuously filmed, and the continuation and update of the content can keep the freshness on the one hand, and can also match the theme or direction of other promotional activities in the season on the other. Even better, the activities of selecting beautiful women to participate in Uniqlo's shooting offline are just like Japan's "super girls and fast men", such as Song Yongyong, Shi Jinyou and others, and the starlight effect is gradually fermenting. In fact, the selection itself has evolved into a very good and powerful propaganda tool, effectively expanding the influence of Uniqlo. (Case reference source "Network Integrated Marketing Weapon Spectrum" Liaoning Publishing Group Liu Dongming)
Attachment: Interesting topic of Uniqlo
1. Uniqlo Calendar (see website for further reading) 2. Uniqlo screen saver (see website for further reading) 3. Uniqlo (see website for further reading).
Edit this passage about the development of the company.
199 1 year, Fast Retailing Company started chain operation, and put forward the development plan of establishing 1000 branches to realize the chain operation of Uniqlo. Stores with national characteristics, such as American Limited and GAP, have become models of Uniqlo's expansion. 1994, Uniqlo was listed on Hiroshima Stock Exchange and then on Tokyo Stock Exchange. 1998, Uniqlo Harajuku Store opened, sweater promotion was successful, and the era of "casual clothes facing consumers" began. The so-called "casual wear directly facing consumers" is to comprehensively revise the business processes such as planning, production, circulation and sales, and strive to establish the most suitable business model for consumers. The key is to mass produce according to the needs of consumers. In this way, Uniqlo has developed all the way with its unique business philosophy and business model. Today, Fast Retailing has become the largest retailer in Japan and the largest retailer in the world, with nearly 600 stores in Japan alone. It has created a sales miracle of199911billion yen, 228.9 billion yen in 2000, and 4 185 billion yen in 200/year, and therefore ranks among Japan's "2/kloc-0". In September, 2000 1, Fast Retailing Company opened its first overseas1store in London, England. Now Uniqlo has 15 stores in the UK. Less than a year after entering Europe, it was rated as "the most influential outstanding enterprise in the British market in 2002" by the representative European industry magazine RetailWeek.
Edit this paragraph Uniqlo plans to vigorously develop the Asian market.
Uniqlo store real scene
On 20th11September14th, Japan Fast Retailing Company announced the large-scale expansion plan of Uniqlo. The company plans to open 200 to 300 new stores outside Japan every year, most of which are located in the booming Asian market. It is understood that the company plans to open 65,438+000 stores every year in China and 30 stores every year in Taiwan Province Province, China. As the operator of UNIQLO leisure clothing chain stores, Japan Fast Retailing Company has opened 840 UNIQLO chain stores in Japan and 180 UNIQLO chain stores outside Japan.
Edit the basic information of Uniqlo in this section.
Format: clothing/apparel: men's wear, women's wear, leisure sports and apparel; Main outlets: East China, North China, Northeast China, Southwest China and South China: Uniqlo plans to open 65,438+000 new stores in China every year. Opening method: Direct site selection requires preferred properties: commercial complex, shopping center, commercial street. Property use: leasing, cooperative demand area: 500-65,438+0,500 square meters; Contract term: 5- 10 years. Site selection criteria: 1. Downtown with frequent business activities: downtown with frequent business activities and large traffic; 2. People live together near public places; 3. The minimum shop area is 500 square meters.
Edit the latest development of this paragraph.
By the first half of 2009, Uniqlo had opened 32 clothing stores in China 13 cities. In order to ensure the overwhelming market advantage, the number of stores will be increased to 50 before the end of the year, and the store scale of 100 will be realized within three years. (Source: Netease Finance) In the winter of 2009, Uniqlo will continue to vigorously promote this high-tech and high-quality fashion item around the world, with a target sales volume of 50 million pieces! ! On Thursday, June 65438+1 October1Sunday, 2009, after London, Uniqlo opened its third global flagship store in Paris, France. On June 5438+1October 3 1 day, 2009, Uniqlo's new store in Qianmen Pedestrian Street in Beijing officially opened. On June 65438+ 10/day, 2009, the flagship store of Uniqlo Suzhou Industrial Park was grandly opened. In September 2009, Uniqlo Shenyang Zhongjie Store officially opened. On April 20 10, Uniqlo Beijing Shilibao Store officially opened. +05 Uniqlo's flagship store in Shanghai opened at Nanjing West Road 20 10 10 Uniqlo opened at Kidd Plaza in nanjing xinjiekou 2011June 3 Uniqlo opened at Qingdao Xinye Plaza 201June1. 5438+0 1 Uniqlo Jinan hang lung plaza Store Grand Opening 20th1KLOC-0/September14th, Uniqlo's large-scale expansion plan was announced. It is planned to open 100 stores in China and 100 stores in South Asia and South Korea every year. Uniqlo also plans to open 20 new stores in the United States and Europe every year. [ 1]
Edit this paragraph brand spokesperson
Atsuko Maeda Aragaki Yui Chen Kun, Sun Li, Du Fu, Huang Doudou, Tan Yuanyuan, Fang Datong, Ariel Lin, Bosco Wong and Uniqlo 201/autumn and winter brand image spokespersons.
Big Bang, Long Ping Matsuda Orlando Bloom, Charlize Theron Jolin Tsai, Arthur Meisa Kuroki Chen Bailin Chen Yihan.