Abstract
This article mainly studies the internationalization process of the Uniqlo, a fast-fashion brand of Japan Fast Retailing Group, and summarizes its successful experience in product positioning, strategic positioning, SPA business model, and Internet plus marketing and etc, at the same time, it analyses the weaknesses of Chinese fast fashion brands. In order to improve their international competitiveness, these brands must do the following: attaching importance to product R & D and design, strictly controlling product quality, strengthening self-brand building, improving supply chain management system, expanding sales channels and establishing Customer Service Center and so on.
Highlights
In 1984, when the Japanese economy was in recession, the first Uniqlo store opened in Hiroshima, Japan
The typical feature of the globalization strategy is that product R & D is carried out in the home country, and production and sales are implemented in the host country
Because of inadequate R & D and backward designs, which has led to China’s first- and second-tier fast fashion markets being occupied by foreign fast fashion brands
Summary
In 1984, when the Japanese economy was in recession, the first Uniqlo store opened in Hiroshima, Japan. Due to its strategic mistakes, the company suffered a great loss in the Chinese market. Until 2009, Uniqlo opened its TMALL flagship store, at that time, Uniqlo Drew the attention of Chinese consumers once again. Uniqlo has nearly 1030 direct-operated stores around the world. Its latest financial report shows that sales from September 2016 to August 2017 were approximately RMB 109.259 billion, and its net profit was approximately. Both sales and net profit reached the highest level in its history. When Uniqlo was founded, it was the time when Japan’s economy was in a recession. Uniqlo has taken its own path to success by virtue of its unique operation. Uniqlo’s business philosophy is worth learning for Chinese fast fashion companies
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