Van Gogh and Uniqlo are experiencing a fierce war in the Chinese market

Absrtact: In China's rapid development of the Internet under the impetus of the establishment of just over 5 years of the network fast fashion brand has a big competition with the traditional line of capital. A few days ago, Van Gogh and Uniqlo in a flannel shirt and light down jacket and other items on a price war. There are people in the industry

In China's rapid development of the Internet, under the impetus of the establishment of just over 5 years of network fast fashion brand has a big competition with the traditional line of capital. A few days ago, Van Gogh and Uniqlo in a flannel shirt and light down jacket and other items on a "price war." There are insiders believe that from the price of the competition to the sale of the size of the chase, where the customer prudential products and Uniqlo this two fast fashion brands in China are experiencing a full range of fierce war.

Sales PK

"Double 11" sales where customers win

Uniqlo parent company Fast Sales group is currently ranked fifth in the global apparel chain brand, but also the absolute "Asian apparel brand one brother." In the fiscal year ending August, the group became the first Japanese apparel retailer to sell more than 1 trillion yen (12.8 billion U.S. dollars), Japanese media reported. At this point, the sales of less than 6 billion yuan of all goods can only be the same.

But it is worth mentioning that the two in mainland China's sales scale has been comparable. According to people familiar with the matter, Uniqlo Fiscal's sales in the Chinese market was slightly lower than that of customers. But what needs to be mentioned is that Uniqlo sales only for clothing and clothing accessories, all customers in its whole category development strategy, its "nearly 6 billion yuan" sales also include shoes, bags, household products and cosmetics and other categories of contributions.

There are people in the industry think, where the goods in the price and cost-effective and so more fit the domestic market demand. In the past "Double 11" day, the two main online channel sales of more than one times. Data show that Uniqlo Cat store sales amount of more than 20 million yuan, and where Sir Net sales of nearly 50 million yuan.

According to the reporter understand, every customer has sold 13 million T-shirts this year, and the domestic market on the whole year sold the number of brand T shirt about 50 million pieces. Van Gogh's main competitor, Uniqlo, sold 20 million pieces in the world last year, and in the domestic market, every guest has left Uniqlo behind in the single category.

Development Speed PK

China's market growth convergence

Every customer prudential product CEO aged in the "double 11" on the eve of the said, every customer this year "double 11" focus is with Uniqlo "war", which is the first positive response and the price of Uniqlo between the battle. And from the above figures, every customer at least on the online sales scale level small win.

Aged at that time also revealed that the first three quarters of the customer sales growth of nearly 30%, profit target is approaching. At the same time, Uniqlo although in various countries market opened up stores, but in the sales growth rate, "cardinal" too large Uniqlo but it is difficult to achieve such a high growth.

Data show that the Japanese market in the past 9, October, Uniqlo store sales fell 2.2%, but the online business rose significantly, so the overall sales volume Rose 0.7%. Japanese media believe that Uniqlo in Japan's market has been highly mature in the next few years will gradually shrink market size, so overseas expansion has become Uniqlo in the last decade, one of the most important strategic planning.

And the Chinese market has again become the common goal of both. According to the guests, where the first two years of market growth has been maintained in 150%, although this year after the adjustment, but the first three quarters of the growth rate is close to 30%. At the same time, Uniqlo boss Yanai frankly is stepping up the layout in China, will open 1000 Uniqlo stores in China, and that 10 years later, the size of the Chinese market is expected to be flat with the Japanese market. That means Uniqlo's ambitions in China have reached billions of dollars. Therefore, the two in the Chinese market development speed competition will be very "interesting."

Technical Innovation PK

The same direction for different purposes

For a long time, Uniqlo has been fast fashion brand defined as a "technical control", because it from the founder has been keen on a other fast fashion brands will not care about the matter-research and development. Benefit from rigorous research and development concept, its warm clothing products "Heattech" almost led the "light and warm" the advent of the era. In addition, moisturizing series, fast-drying series, light down jacket series and other commodities have formed characteristics.

As an Internet brand, where customers also attach importance to technological innovation, but this innovation is not embodied in clothing products, but mainly in the background shopping flow optimization, order Processing, warehouse logistics management, call center management. Where guests related to the person concerned, where compared to traditional enterprises, often can get more accurate customer feedback, and timely adjustment to the product, this is a pure electrical business advantage.

From the point of view of technological innovation, excellent Uniqlo and every guest have invested a lot of money and energy in the research and development level, but the direction of investment is very different. The former prefers to study product technology, while the latter prefers system development. In the industry, although the two in the direction of technological innovation, but both ways can build their own characteristics in the strong as the rapid fashion field of forest firm.