UNIQLO: Explore New Value Of Brand Through Crossover

In 2015, Uniqlo The action is frequent, first announced the cooperation with the former Hermes ladies art director, Christophe Lemaire, to introduce the series of men's wear and women's wear. Recently, they released another item. Advertising film Advertisements show that the new t-shirts with Kabuki style will be on sale at the end of March. This new T-shirt It was co operated with Shochiku Co. Ltd and was designed by Nagao Zhimin (NIGO). In the past year, UNIQLO has encountered new challenges both in the Japanese market and overseas markets. In 2015, UNIQLO was exploring the new value of brand in "lifestyle" besides basic funds.

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Nowadays, people still like to call the "local tyrants" the rich businessmen in China, with their satire on their tastes, because they used to be so fond of showing off their wealth by flaunting the big LOGO. But after 2012, most of the wealthy in China began to dislike LOGO. "They do not like to represent themselves in LOGO. They prefer a unique and honorable expression." Zhou Ting said.

Miss Kong, like Chanel's brooch and Hermes's printed scarf, sits on the Huaihai Road on the Huaihai Road in Shanghai by a private driver's car. She looks at the window of the LV store outside the window and tells the reporter that she will never use LV's bag again.

In 2015, the new crisis of big international brands in China is that Chinese rich people are going to be branded. In other words, China's rich are beginning to stop consuming traditional luxury brands that they consider to be "popular". "Why pay for the already popular brand premium?" the new rich have no specific demand for consumer brands. These people are the core consumers of luxury goods.

In the first half of 2014, the luxury brand maintained a good growth for many years, which highlighted the weakness. The sales growth of the world's first luxury goods giant LVMH (MOET & CHANDON Hennessy Louis Vuitton group), the Swiss luxury goods company Richemont, and the SWATCH group maintained a small growth rate of about 2%; the net profit growth of the negative growth area increased year by year, the LVMH fell by 5%, the peak group dropped by 4%, the French Open Cloud group dropped 9%, and the SWATCH group maintained a positive growth rate of 1%, only Hermes gained 6% positive growth.

When Chinese rich people decide not to pay the price for the brand premium, and only pay the price for the products, the financial data of the international luxury magnates become "ugly" seems to be the beginning. "When luxury goods are transferred from brand to product centered, the pricing power of the whole market is the first to change." Zhou Ting believes that this is undoubtedly a qualitative change: the brand decided "what I sell what you buy" this luxury goods in the field of nearly two hundred or three hundred years of gold rule, will become consumers has the final say. This is too scary for traditional luxury brands.

This terrible reason is that, who said that the Chinese liquor industry will not act again in the luxury industry? In 2014, the liquor prices that were once high were frequently frustrated, and the price cut over the whole industry. Losses and performance fell sharply, and the adjustment seemed to be bottomless. Obviously, there are some misery in luxury and liquor.