[case] #8203;#8203;uniqlo marketing- how china completed cock wire counter-attack-（[例] # 8203; # 8203;优衣库营销u2014u2014中国如何完成旋塞线反击）.docVIP

[Case] #8203;#8203;Uniqlo Marketing: How China completed Cock wire counter-attack? Research papers Download News: Uniqlo’s success in China today seems enviable, but few people know, Uniqlo early years in China has also been miscues in Shanghai loss, shut shop in Beijing. Uniqlo first landed in 2002 Shanghai, the continuation of Japan’s low-cost strategy. Lin Cheng first he became district manager copied the Japanese approach will Uniqlo open in the rent cheap lots, there is an even opened across the Songjiang of a temple. Meanwhile, the face of China’s high tariffs, cost a lot of pressure, when in order to bring the price down, with fabrics in China with foreign countries is different, and even put a lot of goods into the local Chinese style, but the result of low-cost strategy yes, not only unable to maintain the original high quality, but also into a price war quagmire. By the end of 2005, Uniqlo opened nine stores in the mainland without a profit. Reposition the brand concept Uniqlo concept in Japan is the ‘lowest price the market to provide high-quality goods,’ but in the Chinese market, the incumbent Uniqlo Greater China CEO Penning have different views, ‘Uniqlo in Japan for the mass brand, we want to service all of But everyone in Japan to China in terms of the above is the middle level. China’s emerging consumer does not need a price war, they pay more attention to an international brand to give before they bring not enjoy the shopping experience abroad and fine service. After all, at the time, yet so many people like this can go abroad freely, to travel, to contact the outside world. ‘ 2006, Uniqlo shop layout with a new concept in China again became open in the high street trend of high-quality international brands. Two new stores in Shanghai were selected in the bustling shopping center, an opening in the Gateway Plaza, a 700-square-meter Super Brand Mall, two have been successful. Meticulous and delicate service Uniqlo clerk saw cu