UNIQLO'S Overseas Market Continues To Expand, And Marketing Channels Are Changing To Enhance Popularity.

UNIQLO stores continue to accelerate the expansion of "marketing + channel" frequent change

Yesterday, Okazaki Kenzai, senior executive vice president and chief financial officer of fast Marketing Co., Ltd., told reporters in an exclusive interview that the mid term vision of fast selling is the number one in the world.

Retail brands are expected to exceed the number of overseas stores in Japan this autumn.

UNIQLO as a strong leader

With GU, Theory and other brothers brand entering China's fast selling group, the desire for Chinese market is also reflected in the capital market.

In March last year, fast selling was listed in the form of Hongkong precare securities (HDR) in Hongkong, the second listing of its Tokyo main board fundraising channel.

For more than a year's experience in China's capital market, Pan Ning, senior executive vice president of Global Marketing Co., Ltd., and CEO HDR of Greater China, told reporters: "after Hongkong's listing, the influence of fast selling in China will further increase, not only conducive to the recruitment of enterprises in China, but also the opportunity for companies to have more international investors."

However, Pan Ning admits that investors have high expectations for the fast track sales performance, but such expectations are also very severe.

"In the past year, the liquidity of fast selling in Hongkong's capital market is not large, though this is not the company's original intention.

The future will continue to develop steadily and steadily.

UNIQLO store expansion continues to accelerate

As the most prominent brand of fast selling group, the development of UNIQLO in China has attracted much attention.

It is reported that as of February this year, the total number of stores in the Greater China area of UNIQLO has reached 415 (340 in mainland China), accounting for 60% of overseas UNIQLO.

According to the company, UNIQLO's sales in Greater China in the first time exceeded 200 billion yen mark, an increase of 66.5% over the same period, and is expected to increase significantly this year. 2014.

"The Group expects total revenue in the Greater China region to reach 300 billion yen in 2015, and will strive to achieve the goal of 1000 stores in the near future," he said.

In fact, the plan of UNIQLO's 1000 stores in China has finalized the timetable. By 2020, the company will attack the number of stores.

According to this calculation, the average number of shops will maintain more than 120 per year in the next five years.

According to the latest news from reporters, UNIQLO's plan to open shop in China in 2015 is about 100, which accounts for half of the total number of new stores in different regions.

However, as the uniformed clothing of QP, we also need to solve the difference between the sales level and aesthetic habits at all levels in China.

How to achieve channel sinking and product line enrichment as soon as possible has also become the focus of attention from all walks of life.

At the same time, in the first-line market, Zara, GAP and other brand performance also continued to cause pressure on the development of the company.

In response, Pan Ning responded that UNIQLO products had dual features of daily necessities and fashion products, which could meet the brand needs of different consumers.

At the same time, GU and Theory, another two brands of XX group, can make a good addition to the market.

"Marketing + channel" is constantly changing.

Although UNIQLO's rapid opening up to the low line market and the formation of channel advantages, it remains to be tested by time, but it has been invested in the first tier market, such as North Guangdong, Shenzhen and Shenzhen.

Aspects are gradually finding unique means.

Its summer core burst T-shirt product UT and the film and television culture giant's linkage cooperation has brought a lot of stimulation to its sales.

For example, this summer T-shirt with the popular movie Avenger League 2 has gained considerable sales.

Pan Ning bluntly said that the company hopes to make clever use of movies and other popular events to attract consumers' attention.

"Although the product group of UNIQLO is relatively fixed, the content of each core will have different emphasis every year."

In line with UT, the idea of online and offline joint sales is similar, and UNIQLO's continued overweight of e-commerce channels is slowly entering the harvest stage.

Last year, "double 11" promotion, UNIQLO sales ranked first in clothing category, all the comprehensive category fifth results, the company tasted the sweetness.

Okazaki told reporters that at present, the sales of fast selling group accounted for about 5% of the total sales, while China was about 6%. In the future, it hoped to increase this proportion to 20%~30%.

"At present, the group's headquarters in Japan is studying the new mode of the electricity supplier, hoping to build the delivery that can arrive at the latest, and this service will soon be pushed out in China and the European market."