There is no denying that traditional retail retailing is facing great challenges

Admittedly, offline traditional retail is facing huge challenges, apparel brands are in the past few years, the extensive growth of the bill, high inventory of the pain continues. However, Uniqlo is a special case, as early as in 2009, Uniqlo through the alliance with Taobao to carry out electric business. In 2013 "Double 11" day, Uniqlo official network flagship store's daily sales breakthrough 120 million yuan, a total of more than million merchandise sales, year-on-year growth of more than 500%.

Last year, Uniqlo began to try the online and offline linkage of the O2O mode, through the store broadcast and the cashier's reminder, to the consumers to shop to recommend their own app, users can download the app on the two-dimensional code on the designated goods discount purchase.

Its online shops are bucking the trend of expansion this year, the number of new stores to increase 30%. This shows that Uniqlo is accelerating the line store layout transformation O2O.

Recently, the global senior executive vice president of Fast Sales group, Uniqlo Greater China CEO penning in an interview with the 21st century Economic report, said that the current online market accounts for Uniqlo China's overall sales of about 6%, but in the future this proportion will be expected to increase to 20%-30%. But penning frankly, Uniqlo O2O mode is still in the process of exploration, and the size of the number of stores is Uniqlo O2O model to smooth operation of the foundation.

How do you O2O the early transformation of Uniqlo? It can be summarized as follows:

First, do not abandon or weaken the store under the line, and through the online, offline channels combined to promote the use of the online platform for me. Uniqlo through the promotion of the app, so that more users know our brand, enhance visibility, so that more users to create the hope of Uniqlo to their own city to open a shop desire. According to the user's geographical location, daily active degree and other related data, to provide open shop location and rhythm control aspects of decision-making reference. At the same time, Uniqlo to achieve online and line prices, to avoid the impact of online channels, and the use of App Store location guidelines, store-specific two-dimensional code design to achieve the purpose of the line of drainage to the shop. And because Uniqlo app and cat flagship store users from all over the country, so there is "first installed app, then open shop" mentality.

Second, Uniqlo app not heavy sales, heavy installation volume and brand exposure rate, and actively promote the offline entity shop to the line of diversion. Uniqlo app in the domestic installation should be around 3 million. Even so, the order conversion rate, sales are not Uniqlo evaluation of the app index, more focus on expanding the installation, especially in the open area of the user's mobile phone to seize the position, through the brand to promote exposure rate.

Third, Uniqlo's electric Dealer website and app all guide the cat flagship store, no membership system, there is no integration system. At the same time, Uniqlo insisted that users go to the store to use the discount, and specifically designed their own app to scan the two-dimensional code, which effectively avoids the waste of coupons. And in the coupon, member management system into the savings of money, can be put into the shop under the transformation.

In addition, Uniqlo also online virtual wardrobe services, the system will be based on the user's sex, clothing occasions, style and the day of the weather, to the network to buy users recommend the right merchandise. This year, Uniqlo online platform mining will continue to do more consideration.

Uniqlo average inventory of turnaround days is 83.72 days, faster than domestic service to at least half, then Uniqlo famous "Zero inventory" is achieved through several ways:

First, in the product development model, Uniqlo chose to enter all age groups and gender can wear the basic section. There are several benefits to this approach: the rate of error reduction, inventory pressure is very light, the face of the consumer is more comprehensive, rather than confined to certain groups of people, thus forming a larger market size, and help Uniqlo in the non-standard apparel industry to excavate a standardized category, so that the terminal control standard simple to copy, And in the shop image, product display and so on can present the integrated management.

Second, in the tracking of sales data, Uniqlo is on a weekly basis. For more than more than 20 years, Uniqlo has formed a huge database by collecting all the sales data of each day, every color, every single store. Through real-time monitoring, analysis of sales data, to formulate production capacity, adjust the marketing plan, Uniqlo finally basically achieved zero inventory. At the same time, Uniqlo's electric dealers website and the flow of the app are all directed to the cat flagship store, to the background analysis of the customer's single consumption amount, consumption frequency and other information, and using a variety of data to accurately guide the Uniqlo new stores in China which areas. Open shop accuracy is high.

Third, the use of direct shop model to quickly win the direct market response. Many clothing brands in the retail side to take the franchise model, although it can bring huge cash flow and in-depth channels to facilitate the rapid expansion of enterprises, but makes information collection links appear fault. And the first time to grasp what happened in the shop, in the "fast fashion" industry is particularly important. Uniqlo has a business philosophy, goods and shops are our only contact with customers, shops are the only place to create profits. My personal understanding is that the headquarters staff can not collect information themselves, must be through the shop assistant, shop chief to achieve. Commodity。 2014, Uniqlo online platform mining will continue to do more consideration.