Look At The Marketing Secrets Of Japanese Clothing Stores

The Japanese economy has been sluggish in recent years, causing many stores to run difficulties, and even some hundred years old shops are bankrupt.

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、特定商圈：SIMAMURA把开店选址作为一项重要决策，要求在市场调查的基础上选择为5000户人家、1.5万人的小商圈，是一般大型连锁店商圈1／5－1／3。因而日本人口较少的乡镇都可达到这个要求而开设分店，避开了在高度竞争的商业繁华大城市面对大型市场的对抗，同时通过小商圈选址开店可多发展店铺，扩大市场覆盖面，提高市场占有率。

　　2、锁定目标顾客：SIMAMURA把25－45岁的妇女作为目标顾客，根据其需求，经营的服饰局限于家庭成员流行的日常服饰。根据日本市场调查资料，目前日本平均一个家庭的服饰购买金额为24万日元，以5000户人家推算为12亿日元的消费需求，如一个分店的市场占有率为33％，则一年即可达到4亿日元的销售目标。

　　3、标准化的操作：硬件标准化。即所有的SIMAMURA服饰店统一为825平方米的标准店铺，内部装潢、商品陈列、标签的位置和商品的配置都有统一要求，使商店在消费者心目中树立起统一而深刻的印象。同时，硬件标准化可降低购置成本及费用支出。

　　4、独特的人事制度：SIMAMURA的人事制度非同寻常，规定每家分店只设店长一位正式员工，其他人员都是计时工作者，相当于我国的钟点工。全公司计时工作者占全部员工数的85％。并且规定如果计时工作者表现优秀也能任命为正式员工，并担任店长职务。灵活的用工制度一方面降低人力资本，另一方面激励人才脱颖而出，这在日本零售业中是非常少见的创新。