The Outbreak Has Disrupted The 2020 Development Plan Of The Garment Industry.

If there is no epidemic, this spring of 2020, UNIQLO originally planned to make a new spring and Summer Conference on the theme of "suitable living city" in the Chinese market. As a global theme of UNIQLO, "suitable city for housing" mainly explores the relationship between cities, people and clothing.

But after the outbreak of the Spring Festival in 2020, the operation state of UNIQLO China was rapidly adjusted to the "war" epidemic situation. After seeing the change of people's consumption attitudes and needs during the special period, UNIQLO responded quickly from the brand to the commodity level.

Special period strain

A few years ago, UNIQLO began to build a system of online and offline full channel digitalization system, from the earliest to enter the brand flagship store in Tmall to do business, to later set up digital experience hall in the store, and to set up the flagship store in the industry.

So far, UNIQLO has established a complete digital operation system, including brand communication, letter delivery, social networking, and electronic business platform. Only on the brand self media, the amount of fans accumulated by UNIQLO is as high as 180 million.

This means that even when the online shop can not start business, UNIQLO can continue to connect and communicate with consumers. At the beginning of the outbreak of the end of January, UNIQLO quickly promoted the awareness of epidemic protection in the brand and media, guided consumers through the authoritative media content, and played the social responsibility of the brand.

At the same time, due to a sudden outbreak, a large number of consumer demand has been temporarily transferred online. UNIQLO will focus more on ensuring that consumers' demand for e-commerce platform is fully met. In line with the government's epidemic prevention management, it will provide support for the construction of the electricity supplier inventory and operation system.

In the case of UNIQLO, people's travel is limited during the epidemic. But relatively speaking, people's need for life's richness and health is magnified. Therefore, in the limited choice and limited space, clothing is a choice to let everyone go to a more dynamic life.

In the spring and summer of 2020, UNIQLO released the Sport Utility Wear life sports series, which integrates functions into the fabric in the series of DRY-EX sweat absorption and quick drying series, Ultra Stretch high elasticity and so on. The UV Protection sun protection clothing series has been selling well, UNIQLO has been upgrading its fabric function and extending it to coat and trousers.

Overall, UNIQLO hopes to revive the vitality of consumers' healthy lives through functional innovation and better quality and reliable details.

　　 Insight and layout after the outbreak

The concept of "black swan" has been reexamined and rewritten. But in UNIQLO's view, some things can be short changed for brands, but some long-term strategies based on enterprises will not change.

First of all, despite the surge in online orders, offline retail is still an irreplaceable channel. UNIQLO believes that consumers will have higher requirements for brands, quality of goods and shopping environment. Therefore, UNIQLO will continue to increase the focus of online offline stores to provide more innovative, quality, professional and reliable services.

"Try, get, see, and buy are the unique advantages of offline stores". From the whole brand and merchandise innovation, UNIQLO will think about how to make UNIQLO's clothing and lifestyle, art, humanity and technology side better through the collocation, display and service of physical stores.

In the past few years, UNIQLO has been doing offline activities in various city flagship stores, and these activities will expand to some large stores in the future.

In the short term, the opening process of new stores will be slightly suspended, but after the outbreak, UNIQLO will continue to open more new stores nationwide at the rate of 80 to 100 per year.

Secondly, we should understand the trend of social consumption and innovate constantly in products and services. On the one hand, UNIQLO clothing insists on aesthetic rationality, that is, everyone can control, rather than simple fashion; UNIQLO's quality, design and fabric are sustainable, and will evolve and innovate according to life.

Product excellence is the foundation of brand building, which is also the strength of UNIQLO. Over the years, UNIQLO has been making innovations in fabric technology to make its garments highly comfortable and highly practical, even including the fashion of icing on the cake.

Every season, whether designers collaborate or select the UT series of the rich content of global art, culture and sports creation, UNIQLO tries to use clothing as the carrier to open the life creativity of age, boundless vitality, and unbounded occasion.

In the view of UNIQLO, the brand power + commodity strength + service strength is immunity.

Thirdly, stick to the long-term concept of brand building.

Since the second half of 2019, UNIQLO has designed a brand book of LifeWear service life, edited by Japan's "tide Godfather" and Kinoshita Hyoho, who has joined UNIQLO. This brand magazine exports the aesthetic system that enables ordinary people to live better. On the one hand, it passes the colorful content and concise fashion visual presentation, and intuitively transfers the "LifeWear service life" brand philosophy to consumers. From a humanistic point of view, we advocate an endless and enthusiastic enthusiasm for life.

2020 the theme of spring and summer "LifeWear suit life" is the theme of "brand friendly city". "UNIQLO's insight into a global urban culture and life scene reveals that clothing plays a very important role in giving different kinds of urban scenes the possibilities and richness of people's lives."

The brand book containing the electronic version contains rich contents, no direct commercial promotion, and affects people with humanistic insight. At the time of the epidemic, it has become the unique content and channel of UNIQLO linking consumers, thus becoming the differentiation ability of UNIQLO and other brands.

Brand building needs long-term operation. UNIQLO insists on not following the Internet and superstition short-term flow, but by constantly exporting valuable content to disseminate the connotation of the brand. At present, many brands are concerned about the private domain traffic and the operation of social networking providers, and the operation of UNIQLO is also different from many brands.

"We hope to become a popular network red brand rather than a small net red brand."

So UNIQLO has been trying to attract more media bloggers or consumers to create content. In the three or four month of this year, UNIQLO will launch more self media professionals to create brand names including matching, fashion, health and culture.

In short, UNIQLO's "epidemic" strategy, short term adjustment and rapid response, the core is the development principle that it has always followed: from a big social perspective, to understand the change of consumer demand, and then quickly respond to this demand from the brand and commodity level.

And the long-term layout of enterprises and brand cultivation also provide better support for short-term unexpected adjustment.