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Create Unique Advantages: Look At The Marketing Secrets Of Japanese Clothing Stores

2008/11/10 10:02:00 20

The Japanese economy has been depressed in recent years, resulting in many shops having difficulty in operation, and even some hundred years old shops have gone bankrupt.

However, in the tough market environment, clothing stores still win the welcome of consumers by virtue of their characteristics, and become a very attractive black horse in the Japanese retail industry.

UNIQLOUNIQLO, which specializes in the management of its unique products, is a store specializing in casual wear. It specializes in a jacket with the name of "UNIQLO" as its brand. The characteristics of this jacket are: 1, environmental protection: the use of recycled plastic beverage bottles to make polyester fiber as raw material and then make clothes, in line with the growing public psychology and public opinion of environmental protection.

2, low price: from raw material processing to fixed-point factory clothing, reduce all intermediate links and direct sales, so that their clothing than other department stores similar clothing average price of 60%.

3, quality: the business philosophy of UNIQLO emphasizes the low price and low quality, and introduces various styles suitable for different consumer groups. The fabric has a variety of colors and checks and checks strictly on processing and acceptance. Therefore, in the Japanese market, it has become a well-known clothing brand recognized by consumers quickly due to its civilian price and high quality requirements.

4, direct selling: UNIQLO has launched a brand new distribution mode from production to sales. The development speed is amazing. Since the opening of Hiroshima in 1984, Japan has opened 459 branches, and has set up its own commercial website to launch e-commerce. It has set up a record of 380 thousand orders in a week, ranking third in online sales in Japan.

With these advantages, UNIQLO has achieved a 158% increase in sales in the light of the general lack of clothing business in Japan, and its brand clothing has been rated as the second top second hot commodity in Japan.

In Japan, one in every ten people wears jackets and casual wear sold in the shop.

SIMAMURA, a special business model, is at a competitive disadvantage in the Japanese retail industry and small and medium-sized supermarkets, which are squeezed by large supermarkets. SIMAMURA has been growing at an annual rate of 10% to 15%. Its branches have reached nearly 800 stores and have opened branches overseas. The secret of its success is different business models.

1, a specific business circle: SIMAMURA regards opening location as an important decision. It requires a small business circle of 5000 households and 15 thousand people on the basis of market investigation, which is 1 / 5-1 / 3 of general large chain stores.

As a result, the small towns in Japan can meet this requirement and set up branches to avoid confronting large market confrontations in highly competitive commercial prosperous cities. At the same time, opening shops through small business circles can develop more shops, expand market coverage and increase market share.

2. Target customers: SIMAMURA targets the 25-45 year old woman as a target customer. According to her needs, the clothing is limited to the daily clothing of the family members.

According to the Japanese market survey data, the average Japanese family's clothing purchase amount is 240 thousand yen, with 5000 households projected to be 1 billion 200 million yen consumption demand. If a branch's market share is 33%, it can reach 400 million yen sales target in one year.

3, standardized operation: Hardware standardization.

That is to say, all SIMAMURA clothing stores are unified to 825 square meters of standard shops. There is a unified requirement for interior decoration, display of goods, location of labels and configuration of goods, so that stores can establish a unified and deep impression in the minds of consumers.

At the same time, hardware standardization can reduce acquisition costs and expenses.

4, the unique personnel system: the personnel system of SIMAMURA is unusual, stipulates that each branch store has only one shop manager, one official employee, and the other staff are time workers.

The company's time workers account for 85% of the total number of employees.

It also stipulates that if time workers perform well, they can also be appointed as full-time employees and head of the store.

The flexible employment system, on the one hand, reduces human capital and on the other hand encourages talents to stand out. This is a rare innovation in Japanese retail industry.