复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Uniqlo

引 UNI QLO MADE FOR ALL a brand that is for Anyone, Anywhere, anytime Sana Kawai Lai mei Kwan

Sana Kawai & Lai Mei Kwan A brand that is for Anyone, Anywhere, Anytime

Presentation overview Fast Fashion market Company background Business model Marketing Retailing strategy /4p

Presentation overview Fast Fashion Market Company Background Business Model Marketing & Retailing strategy/4P

Presentation overyⅰeW Competitor analysis SWOT Analysis Future Strategy

Presentation overview Competitor analysis SWOT Analysis Future Strategy

眼定價 SPECIAL 99 LEGGNGS PANTS 重 手as 干 ashion E Market lifeandlensofbeauty

Fast Fashion Market

品〓G|oba| Fast fashion market Sales of Major Global SPA Firms FAST RETAILING(UNIQLO)-- H&M 1.5(trillions of yen) nditex(ZARA)-c-GAP -O- Limited 1.0 0.5 98"99"00"01"02"03"04"05060708"09"101112 Note: Compiled using data from annual reports converted at August 31, 2012 exchange rates

Global Fast fashion market

salud China's Apparel Market Apparel sales $129 Exhibit 2: Per capita annual expenditure on clothing billion in 1600 12.0 2011 1400 10.7 10.4 10.4 10.4 10.5 100 1200 1000 80 Annual per 6.6 Yuan 800 9 6.8 capita urban 6.0 6.7 60 600 4.0 disposable 400 2.0 Income grew 200 oy 8.4%in 0.0 2011 2006 2007 2008 2009 2010 % Per capita urban annual expenditure on clothing Per capita rural annual expenditure on clothing 11% of their Share of clothing in per capita urban annual expenditure total annual Share of clothing in per capita rural annual expenditure expenditures n clothing

Apparel sales $129 billion in 2011 China’s Apparel Market % 11% of their total annual expenditures on clothing Annual per capita urban disposable income grew by 8.4% in 2011

Key players Foreign brands Domestic brands Lower-tier cities Urban first-tier cities Top brands by Expanding into 2nd-tier market Vs Top brands by market value. Vuitton 1AA↓ 33% 3Gu Fast fashion Urban first-tier cities Expanding into lower-tier UNIQLO, Zara Forever21.h&M Meters bonwe, vanc

Domestic brands Lower-tier cities Expanding into 2nd-tier Top brands by market value: 1)Metersbonwe (33%) 2)Semir (26%) 3)Anta (35%) Foreign brands Urban, first-tier cities Top brands by market value: 1)Louis Vuitton 2)Chanel 3)Gucci Key players Fast fashion Urban, first-tier cities Expanding into lower-tier UNIQLO, Zara, Forever21, H&M, Metersbonwe, Vancl

UNI QLO W- hat is Fast Fashion Afford Fashion Fast Fast ble able moving Fashion Design to stores in less than 3 weeks Q Quick response to latest trends Q Eliminate low sales products No need for a big storage

What is Fast Fashion? Afforda ble Fashion able Fast moving Fast Fashion Design to stores in less than 3 weeks ◆Quick response to latest trends ◆Eliminate low sales products ◆No need for a big storage

Consumer behavior Exhibit 5. What are the top factors that drive a purchase? (across all eight cities othing 2 Value n=1.966 100 or oney 50% 30%6 100 Hefe nan Xiangfan Zhongshan Changshu xinmin Respond ua Brand 露 value-for-money ource: CATI, Deloitte Analysis ivate\ Chinese consumers iviotives for purchas.p new clothing is for its function

Consumer behavior Although there are fashion motivated customers, Chinese consumers Motives for purchasing new clothing is for its function Value￾for￾Money Quality

Compan Backgro堂

Company Background