How To Learn How To Learn The Marketing Strategy Of Uniqo

The press conference, making products and whitewashing their attention to user experience are not all traces of Lei Jun. It is said that after a big drink, Lei Jun told Chen: rapid expansion is the last century's strategy. The times have changed and users need to follow.

After that, he began to integrate with all of his friends. He began to integrate Vic: the number of employees dropped from more than 10000 to 300, only to make shirts, to focus on attention, or to focus on TM.

Even if only shirts were made, the Department was reduced from more than 200 to 7. They are the originator of van guest shirt.

An employee who started a business together with his old age is very pertinent in his old age appraisal: "everyone from one arrogance to another is arrogant.

At the beginning of the year, he said that his marketing master now said he was a product manager, and the whole guest was only a man in his old age.

How well to say, don't forget, paranoid Jobs has to rely on Cook, the great man who likes men, to shape the industrial chain.

I also want to learn from UNIQLO. "I used to despise UNIQLO, now I want to learn from them."

But after years of immersion in Japanese business history, teachers have not yet seen the secret of UNIQLO's success.

1, the product manager, or the craftsman's heart, must go deep into the product from the beginning of a product's planning. It's not just that you only make one product, or do many products.

Only shirts are excessive focus.

It is possible in some industries, but not in the clothing industry.

Of course, it can be understood that the mobile phone can make a burst of money, but the normal people change a mobile phone every year, but the shirts belong to the fast moving consumer goods. Besides, it is difficult for fans to turn around the low price strategy. A millet phone can be reduced from 1999 yuan to 399 years.

UNIQLO is very focused on making clothes, but the product line is very rich, ranging from down jacket to trousers and socks.

2, the economy of cock wire is coming to an end.

To speak of, UNIQLO's success is similar to the outbreak of the year's customers.

Ryui Masa, founder of UNIQLO, inherited the family business and sold suits.

But soon, he discovered that the suit was expensive and the cash flow was slow. A Japanese man usually did not buy a suit in a year.

Ryui Jungcai decided to make casual clothes.

Moreover, when UNIQLO became popular in Japan, it was the era of the collapse of the bubble economy. Cheap and high-quality casual clothes catered to the needs of the masses.

But after Japan's economic recovery, UNIQLO is also actively changing.

Most of Ryui Masa's strategy has the support of management. There is only one thing. Everyone's one objection is to let UNIQLO rise in price.

In 2004, UNIQLO rarely advertised in the newspaper: UNIQLO would bid farewell to the low price era.

Ryui Masa's train of thought is very clear: UNIQLO can no longer rely on selling products that are superior to the price and quality. UNIQLO has to do the real good quality clothes.

Like Chen's famous "shirt trip", Ryui Masa explained patiently how good the material of UNIQLO was: their woolen sweater was made of cashmere velvet in Inner Mongolia, the best cashmere in the world. The fleece sweater was once developed by NASA to adjust the temperature of the material (that is, you put the air conditioner on it), the noir wool of Italy, and the world-famous Japanese denim...

But even if the material is excellent, UNIQLO's price is very competitive, because from product planning, management, logistics to shop sales, UNIQLO is personally responsible for saving the cost of outsourcing, and Ryui Masa saves the cost as a concession to consumers.

Similarly, for all customers, the present era has changed.

Although this is the age when every brand advertised itself as low, their extensible space is not imaginable.

29 yuan of shirts and canvas shoes only stay in that particular era. If customers want to make a brand, the road is long and long.

At least from the year when he attacked LV in his old age, his understanding of brand remained in the rough land.

3, good at learning.

This is a respectable teacher.

I heard that he has been running around and visiting the successful clothing brands, hoping to find his own way.

This is similar to Ryui Masa, who was in the start-up period.

Ryui Masa first learned from Giordano and GAP: developing cheap casual wear with quality and low cost.

4, if you can't catch up with the trend, make products that anyone can like.

For example, UNIQLO has never been a product of individuality. Their idea is that a product, old man, adult and child can wear and say "good", that is, the size is different.

In those days, the explosion of red objects was purely accidental: the G-spot of cock wire had been stirred up, and Han Han, who was slovenly, had been fighting against Guo Jingming. The Wang Luodan, who was just like Ge You, had just been promoted successfully.

But then, everyone's "full life" has become a seemingly big, but hollow core of failed marketing.

Without advertising, UNIQLO spent most of its money in shop opening and product research and development, and they hardly advertised.

This is a model of anti Internet thinking: it is the usual practice of Internet Co today to spend money to advertise and accumulate popularity rapidly under the promotion of capital, but UNIQLO rarely involves it.

6, don't be led by the capital.

Don Dead, the God of wealth, can understand, but making mobile phones and selling clothes is really not the same thing.

Moreover, Lei Jun people say that they are learning with Tongrentang (quotes, interrogation) and seabed fishing.

Investors want you to expand quickly and get instant results.

But the deposition of a brand can be completed in a few years? UNIQLO has refused to intervene by external investors, and stick to its own path and let Baleno speak.

Ryui Masa said that the success of UNIQLO is that they have always followed the craftsman's heart: from product planning, production, sales to sales feedback, every link can not fail, and must be treated by artisans' hearts.

For example, even a price of 1000 yen of a pair of trousers, must be meticulous planning, patience design can appear in the shop.

In this industry chain: UNIQLO is responsible for product design, and then sends design proposals to long-term cooperative factories. The clothes produced are bought out by UNIQLO, sent to shops, and then the sales situation of stores is returned to the company, thus formulating the next business plan and design plan.

Later, UNIQLO extended this way to the whole world.

UNIQLO's foreign companies have a large R & D team. Their job is to capture the fashion trend, and plan in line with local national aesthetic new products.

For those products that do not sell money, remove them decisively.

Even if you sold shirts in old age, did you become a craftsman?

8, there is a sense of crisis.

This estimate has been acquired by teachers.

But Ryui Masa said the crisis is not uneasy, crisis = opportunity.

9, dare to try and make mistakes.

Liu Jing is also not a God. He has made many mistakes, such as opening shop blindly.

Later, UNIQLO changed its strategy, opened a store in a region, and then expanded after making profits, so that almost every UNIQLO could make profits.

But now, teacher Chen, I am worried that you will make a mistake again, where to fall down from where to fall.

You have to remember that if you break the rules of the industry, you will lose everything.

Chen's teacher's shirt is said to be selling well, but I think his biggest mistake is to overrethink himself.

Elder brother, if your old products are all rubbish, have I ever bought your canvas shoes?