"The point is to try, it doesn't matter if you are wrong. If you make a mistake nine times, you will have nine experiences."
This sentence is the founder of Uniqlo, Liu Jingzheng, and this is the core idea of ​​his famous "one win and nine defeat" philosophy.
Referring to the famous Japanese entrepreneurs, many people will think of Matsushita Yukisuke, Inamori Kazuo, in fact, the founder of Uniqlo, Liu Jingzheng, is also a veritable "god of management."
Using the standard of luxury goods to make cheap clothes, selling with self-help thinking, and making high-quality goods with low prices, Liu Jingzhen is called a "heterogeneous" in the clothing industry. It is such an entrepreneur who dares to break the rules. Not only has he pushed himself to the throne of Japan's richest man, but he has also made Uniqlo a popular leisure brand in the world.
Together with Yanjing’s business strategy, there is also a good image of “good quality and low priceâ€.
Knowing that Uniqlo clothing knows, this fast-fashioned casual brand is not only price-friendly, but also has a good texture and a simple design style that makes it easy to “be versatileâ€. Even during the financial crisis of 2010, when the world’s richest man, Bill Gates, and Warren Buffett’s wealth all shrank, Liu Jingzheng was “blessed in disguise†and became Japan’s new richest man with a net worth of 7.6 billion.
The reason is nothing more than the business secrets that Liu Jingzheng has accumulated over the years.
01 reduced category, less and fine
Most of the traditional clothing dealers use the large number of categories and styles to gain market dominance, but Yanjing is trying to reduce SKUs and win by explosives.
Yanai has an internal declaration: to use the strongest products - because the strongest products will drive everything.
What is the strongest product? Yanai Zheng believes that at least customers have "reasons for purchase."
Japanese UNIQLO research expert Yue Quanbo once exposed a UNIQLO data: 500 kinds. This is the number of new products that Uniqlo puts into every quarter. Even in the flagship store of Uniqlo, the area of ​​5,000 square meters is 500. What is the concept of 500 kinds?
This is a very small number. Compared to other fast fashion brands ZARA and H&M, Uniqlo has fewer than one-tenth of the items.
This method can be called "a small variety of large inventory." Selling well is a good thing. If you don’t sell well, the stock will pile up.
Although there are not many categories, Liu Jingzheng has paid 100% of his ingenuity. Nowadays, Super Super Blasting Fleece, HEAT TECH series, thermal underwear for men and women, non-shrinking sweaters, ultra-thin down jackets and other products have already triggered fashion trends around the world.
At the same time, Yanjing is constantly making "small tricks" in product fabrics and processes.
For example, the same 99 yuan pants, when other clothing companies are using ordinary denim fabric, Liu Jingzheng is used to keep warm and wet high-grade fiber.
In terms of product technology, he emphasizes excellence.
It is rumored that based on the prevailing 3%-5% fault tolerance rate in the apparel industry (such as the thread, the button is not strong, etc.), Yanjing is proposing a fault tolerance rate of less than 3%, which means that the quality inspection In the process, if the clothing thread head exceeds the quality inspection standard of Uniqlo, the goods are directly “recycled to the furnaceâ€.
As a result, UNIQLO's products leave customers with the impression of “cheap†and “qualityâ€.
One word circulating in the industry is that “Uniqlo uses the standard of luxury goods as a cheap commodityâ€.
02 product + visual dual marketing
If the product quality is the first “chip†for Uniqlo, then the self-service shopping method with gold Wangpu is the important strategy for Yanjingzhen to finally lead the world.
Anyone who has been to the Uniqku store will find that Uniqlo, which is neatly arranged, simple in style and placed directly on the shelves, has a distinctive "supermarket" style. In contrast, other clothing sales outlets are mostly new and almost invisible.
Why did you do this?
In the eyes of Yanai Zheng, this is the most suitable way to shop for middle-class young people.
Most of the middle class are office workers. The most striking feature of this type of people is that they have less money, shopping time is limited, fashion is sought, and “wild†clothing is needed to switch life scenes at will. This determines the most affordable, simple and good quality clothing.
Uniqlo just meets the core needs of the target users, and then delivers a simple, lightweight, and versatile fast fashion concept on the product. Now it seems that whether it is product style, packaging, or shop decoration style, Liu Jingzheng has invariably conveyed this concept both in product and visually. The self-service shopping method is also based on the current scene of young people who like to be independent and efficient.
The location of UNIQLO's stores is also the choice of “Golden Wangpu†crowded areas to create a high-end brand. When Uniqlo first entered China, it was classified as “cheap and not good†by many people because of its low price, and it ended in failure.
After repeated failures, Liu Jingzheng summed up the lessons of the past and believes that if Uniqlo wants to become an international big brand, it must improve the customer's view of it. The large number of offline stores in the popular business district is the improvement of Yanjing.
The location of the core business district always gives people the feeling of "big name", and the uniform decoration style makes UNIQLO quickly and uniquely "unique".
In the end, with the characteristics of product and visual dual marketing, Uniqlo has more than 70 stores in China, and in the global market, there are processing points in Southeast Asia, Europe and other regions.
03 endless black technology
With good products and marketing tools, how to make Uniqlo achieve sustainable development is an important issue that Yanjing is facing.
As we all know, the initial demand for clothing began with "shame" and "warm". Gradually, when people's material level is raised, this original ecological demand is gradually replaced by "beauty" and "fashion". Today, in the clothing industry, the era of consumption of one-sided pursuit of fresh styles has passed, and “comfort†and “simpleness†have become synonymous with the new era.
Yanai is also seeing this, how can I make clothes more comfortable?
In his view, a large amount of scientific and technological investment is a must.
This is like, many brand sports shoes (such as Anta, Li Ning, etc.) can continue to sell well, a large part of the reason is that in today's a wide variety of shoes, infused with technological elements, so that they can better meet customer needs, such as lightweight, Breathable and even elastic.
Based on this idea, Yanai is starting a large-scale investment in science and technology during the development of Uniqlo.
After more than ten years of iterative update, the current Uniqlo has HEAT TECH series (self-heating, light, stable, water-absorbing, breathable, anti-static, deodorizing, quick-drying, etc.), advanced lightweight down jacket series (special fiber, Ultra-fine nylon and other materials), AIRism comfortable underwear series (ultra-fine polyester fiber, quick-drying, heat dissipation) and other black technology stars explosion models.
In addition, 3D U-Knit three-dimensional knitting technology has been developed. The advantage of this technology is that the woven clothes can be finished by the knitting machine at one time, and there is no stitch at all, which is more suitable for the body curve and more comfortable to wear.
Sure enough, with these black technologies, Uniqlo is more comfortable with the sales of its products.
UNIQLO's parent company Fast Retailing announced its fiscal year 2017 financial report shows that the total comprehensive income for the period reached 1,869.1 billion yen (about 109.59 billion yuan), an increase of 4.2% over the previous year; net profit was 119.2 billion yen (about 20.2 billion contracts) Renminbi) jumped 148.2% year-on-year. Both revenue and net profit hit record highs. Overseas Uniqlo revenue was 708.1 billion yen, up 8.1% year-on-year; operating profit was 73.1 billion yen, up 95.4% year-on-year.
04 Uniqlo's future
Liu Jingzheng did not stop there. In his view, digital retail is the future of Uniqlo.
In July 2017, Uniqlo launched a digital service device called “Smart Buyerâ€. The device has three integrated units, the AR camera above, which is responsible for the customer's body scan recognition. In the middle is a touchable electronic screen about 60 inches in size. On the right side of the electronic screen is a 4D augmented reality camera and voice playback unit.
At present, "smart buyers" have covered 100 stores in Beijing, Shanghai, Guangdong, Tianjin, Fujian and other provinces and cities. This is not a simple advertising screen, when you approach the "smart buyer" five meters range Inside, it will “say hi†to greet you, swipe the screen, you can browse the store's new products, wear advice and offers, and even simple interactive games.
In this regard, the UNIQLO China CMO has given the answer: to provide faster, more accurate, and more suitable for the customer's own comprehensive mix.
This coincides with the recent discovery of a new e-commerce strategy by Yanai. Yanai is hoping to double the global online sales of Uniqlo in the next two years, increasing the proportion of sales in the channel to 20%.
“We are determined to embrace the technology of the future and do our best to turn ourselves into a digital consumer retail company. To this end, we have built the UNIQLO city of Tokyo, with a clear warehouse on the sixth floor of an open office of more than 16,500 square meters.†Yanjing said. “This project includes not only the use of digital information to accurately predict demand analysis, the use of digital marketing to communicate directly with customers, but also the inclusion of online shopping services and the establishment of systems that will support all of these initiatives.â€
It can be said that the Uniqku store is based on the introduction of AR and intelligent voice technology. At the level of technological innovation, the industry already has a relatively mature overall solution.
However, the application at the apparel level has a very different innovative significance in the application of the Uniqku store.
05 conclusion
If you are interested, you will succeed. No matter how many failures are not discouraged, it is the primary quality that Yanjing is able to become the "God of Management". Reducing the category, doing less and more refined clothing reflects the operator who starts from the customer's needs, and the ingenuity in product polishing. If the dual marketing of products and vision makes UNIQLO quickly form its own style, then the investment and use of a large number of black technologies will eventually make Liujing go further and further on Unicom's global retail road.
Yanai is operating a smart inventory:
Wrong nine times, there are nine experiences.
What is the strongest product? At least the customer has a "reason for purchase."
Self-service shopping is one of the best ways to shop for middle-class young people.
If you want to become an international big brand, you must improve the customer's perception of it.
How to make clothes more comfortable? A lot of technology investment is a must.
Digital retail is the future of Uniqlo.
Editor in charge: Gao Wei
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