Uniqlo Development road more twists and turns, how to achieve the reverse attack?

Uniqlo entered China is not smooth sailing, as early as before, has been in the Chinese market fail mai. Today, however, how can Uniqlo achieve the reverse attack? Except for the core factors, such as quick response of supply chain and good price of goods, the most intuitive reason may be to return to the front line shop-the warm greeting from the shop assistants, the display of the plastic models in the window and the folding and hanging of the clothes on the shelves, And then to the shop in the subtle lighting and music, each one feel just right, in this most direct way to stimulate the consumer's shopping enthusiasm.

International clothing brand Uniqlo (UNIQLO) 's parent company, Japan Express Sales (fastretailing) group will "operate to comply with customer demand, create customer demand" as their own 23 business philosophy of the first to implement.

Public data show that from September 2012 to August 2013, the volume of the group's sales reached 1.143 trillion yen, an increase of 23.1% per cent, and for the first time in the company's history, more than 1 trillion yen.

How did the Uniqlo fail Mai in the Chinese market? Except for the core factors, such as quick response of supply chain and good price of goods, the most intuitive reason may be to return to the front line shop-the warm greeting from the shop assistants, the display of the plastic models in the window and the folding and hanging of the clothes on the shelves, And then to the shop in the subtle lighting and music, each one feel just right, in this most direct way to stimulate the consumer's shopping enthusiasm.

The accurate behind, is the Uniqlo many times of a large number of measurement and repeated practice and improvement. There is no detail to be taken for granted, but you don't know the secret of the store in Uniqlo.

Display

1. Window

Uniqlo's window display has been a relish for the industry. In the summer will come temporarily, in Uniqlo China Shanghai Huai Hai flagship store, the window combined with the season theme, with the beach, sunshine and other elements to decorate, the choice of colors more brightly bright, props such as umbrellas, sun caps and so readily available, arranged in a patchwork.

The so-called "fast fashion", not only means that the supply chain response speed, but also an important implication is to lead the trend, the early education of consumers, in the window space before the season to show the next season's dress collocation.

Of course, this workload can not be underestimated. Uniqlo Huaihai flagship stores more than 600 plastic models, of which more than 300 are rotatable, and window display needs to be often new, cycle generally not more than 1.5 months.

In Uniqlo, is responsible for the display in the store mainly visual marketing department, shelf display by the department responsible for the layout of the store to dominate.

Each month, the headquarters of the visual marketing department will be in the store's visual marketing team issued a overall collocation instructions, the latter will be based on the implementation of specific instructions.

2. Order

In retrospect, what drew you into the Uniqlo store? What makes you hang out in the store?

If the theme window shows that Uniqlo's merchandise display has started from outside the shop, the second point of display is the entrance.

Under normal circumstances, the fast fashion brand will choose to do the entrance to open, good view, and in the choice of clothing will be part of the hot goods in the quarter of the position, the first to attract customers into the entrance.

After entering the store, with the different route planning and category zoning, consumers began to unconsciously walk into the brand "layout".

It is noteworthy that the display standards of several big fast fashion brands are different, Zara, for example, adopts a thematic zoning display that gathers different styles of clothing and ornaments in the same area, avoiding disharmony between the "mix and match" of each other, while the C&a is based on a different way of life to partition the work, Leisure, sports and other types of scenes with the combination of goods to facilitate targeted consumer shopping.

Uniqlo store planning embodies the principle of "efficiency" as the center. Its main zoning approach is "long Channel + small lattice" to maximize the use of the store space, storage-style display not only in the visual formation of a rich image, but also to strengthen its "self-purchase clothing" brand positioning.

At present, Uniqlo store in the merchandise has covered the summer and autumn, so from the entrance, elevator to the store deep in the "long channel", consumers see the Order of goods from summer to autumn clothes, from T-shirts, shirts and other blouses to trousers.

And in the arrangement of color and pattern, Uniqlo display aim is from shallow to deep, from the cold color to the warm line to arrange, the order can be specific to the "Red orange beige green blue purple", according to the spectral order from the channel entrance back. The pattern aspect is from the single color, the wave point to the stripe display, this is also most conforms to the shopping behavior the color choice way.

There is a special product that does not follow this principle, that is, dresses or other fashionable, need to focus on recommended clothing. Huai Hai Road Shop a floor shop chief told "Good Company," one of the principles of Uniqlo is "to put attractive goods in the depths of the store, to attract customers to come in."

The same thing can be applied at the cashier's location: Now you know why the clothing brands put the cashier's store in the depths of the shop?

3. Display Mode

into any Uniqlo store, is not far from the whole side of the "T-shirt wall" catch the eyeball?

Uniqlo pp (point of salespresentation, points on display) area, is people into the store after the focus of the area, but also the main display area of merchandise selling points. In order to make PP area a refreshing, magnificent feeling, Uniqlo tends to its regular section of the pure color of the product concentrated folded, uniform placed together.

It is almost a well-known fact that the goods in the area are arranged in order from top to bottom and from small to large. But do you know the number of each pile of T-shirts on the display shelf?

The answer is: 15 pieces. Yes, that's exactly the right thing to do, fill the shelves properly, and make it easier for the clerks to count.

Compared to these basic or classic items of the display, the performance of art, music, movies, comics and other popular culture of Uniqlo UT (UNIQLO T-Shirt) due to the main color patterns, display methods are mostly hanging display.

So, have you ever felt this way: Uniqlo store hanging on display of clothes, at any time can get hands, where is the secret?

According to the laws of the human body and consumer behavior research, the apparel industry has a "gold display line", the specific refers to the level of sight with people basically parallel, from the ground 90-120 centimeters between the shelf display space.

The area, usually located on the second to third floor of the shelves, is the easiest place for the eye to see and the easiest to get the goods, so it is also considered the best place to display.

Excellent Uniqlo on this further refinement, the male "Gold display line" to adjust to 85~140 cm, women are 75~130 cm, the clothing hanging height control within the range, to the maximum close to the body function, reduce discomfort.

After saying the height of the hanging display, let's talk about the spacing of each piece of clothing. In hanging the key commodities such as silk dresses, the shop assistants will be divided into pieces of clothing by about 3 cm width to hang, relatively sparse display will not only bring more refreshing effect, but also to avoid the product due to the display of inventory pressure.

4. Promotional Tools

"Promotions" is essential for any fast-fashion company, but in most cases the brand chooses some not-so-conspicuous promotional tools to help dilute the consumer's sensitivity to "promotions".

In this respect, the practice of Uniqlo is flexible and methodical.

In the store of pop (point of Purchase, selling points advertising) information transmission, Uniqlo in each category will be placed on the product introduction of the back board, Introduction materials, design, version, collocation, discount and other information. This approach not only allows consumers to understand and choose their own products more intuitively, to maximize their self-service style of storage and shopping malls. More importantly, these backplane can be installed on any shelf or counter, and can be flexibly adjusted size, in the case of ensuring the store neat and timely delivery of promotional information.

Service

From the consumer into the shop to leave, Uniqlo employees in turn have four sentences of service terms.

When entering the shop "Welcome", inquires the product situation "Please wait a moment", the inquiry end "lets you wait", leaves is "Thanks, welcome again".

This is only the most basic rules, the staff will be based on the actual situation to add more humane services. For example, when the consumer enters the shop directly according to the time greeting "Good Morning", "Good afternoon"; pay attention to People's credit card signatures, add a name to it before you say "good shopping", and even compliment each other's merchandise, such as "You're buying a good deal" and "This is our best selling commodity now".

Many times, these seemingly obscure service details are the core of Uniqlo's "keep" consumers.

In addition, although gifted Uniqlo emphasis on self-service shopping, "shop assistants do not give advice to consumers, do not affect the customer test clothing experience", but this is not completely fixed.

The Uniqlo store chief introduced the "good Company", in three special circumstances, the staff will offer help to each other: when the consumer stays in front of the shelf for more than 3 seconds, when it touches the goods, and when he picks up the goods.

"We will be on the pitch to see if the customer needs help." If they say they want to see for themselves, we'll just leave it at once. ”

Lighting, music

If the shop is likened to a person, then the light and music play a decisive role in his "character".

In Uniqlo shops, even the daytime will be brightly lit, creating a spacious and bright, clean and transparent shopping environment; The focus of the light setting in the H&m shop is to play in the model and the core display area, and the brightness can be adjusted properly, but the overall principle is "all areas of the store need lighting to light", while in the Abercrombie & Fitch store, Dim lights, The smell of perfume is a sign of the standard "nightclub café".

In music, the soundtrack of Uniqlo is much more simple rhythm and melody. But these highly recognizable background music creates a "sense of urgency" in a way that makes it easier for consumers to create fast shopping (or perhaps a quick exit) mentality.

In comparison, H&m's background music favours jazz and hip-hop style, while Zara moves directly to the store in Europe and the United States, which even music broadcasts are entirely controlled by the Spanish headquarters computer system.

Interestingly, although most of the time the music sounds "static", but in fact Uniqlo headquarters every month to send new discs for each branch.

Do you hear the difference?