UNIQLO Opened A Super Store In Shenzhen And Put The Concept Of Dress Related To It.

In the important Chinese market, UNIQLO is using the concept of more live related scenarios to enable consumers to buy more basic products.

Shenzhen new store is one of them.

The big companies that are bullish on the Chinese market seem to be doing the same thing - opening a super large store.

In March 30th, UNIQLO opened a three storey building in the Mixc Tiandi, Shenzhen, with a business area of about 2600 square meters.

This is also the biggest store in Shenzhen market.

In 2016, the brand of Muji, also from Japan, opened the world's largest store on the Huaihai Road in Shanghai. At the end of last year, Starbucks opened an unprecedented coffee shop in China in the form of a baking workshop.

Before that, UNIQLO opened a flagship store in Shanghai and Beijing.

UNIQLO Shenzhen Vientiane world store

They are so similar for so many reasons.

Let consumers in this market understand what is behind this brand through such large spaces and special displays.

For example, you have heard the boring way of life.

"A lot of times the brand regards" lifestyle "as an adjective or a name, and we want to regard it as a verb.

Wu Pinhui, chief marketing officer of fast marketing group in Greater China, said to the interface news, "when we have the planning of this store, we begin to think about whether there is a different way, instead of deliberately creating a shop that looks like a lifestyle.

For example, find a combination of products and urban life.

UNIQLO started the QQ project in Shenzhen in the second quarter of 2017. The final result is the different conceptual areas distributed between the three floors: the area with basic colors is called "classic quality Wardrobe"; the area for sportswear and leisure wear is called "healthy life filling station" and so on, and its classic printed T-shirt product line UT is placed in the Museum of "Chao Yi Wen Chuang".

Of course, these clothes are nothing different from what you see in other UNIQLO stores nationwide, but they are placed in different scenes of life.

UNIQLO has added some on display in different stores.

According to the expectations of UNIQLO, you can find products that meet your needs in this brand.

For example, how to wear a commuter to work.

If you want to try Adidas, you can try UNIQLO or not.

In the Shenzhen of UNIQLO, Chen Li Shi mixed the mix of products according to the concept of different regions, so as to tell consumers that you might be able to wear them.

And you can scan some of the posters in the store and get some video on what occasion the dress can wear, through the AR sweep of QQ.

UNIQLO calls this service the "digital experience house", which can be purchased online directly through offline scanning, and then the store itself.

In fact, this is not to tell you why it is so easy to wear.

UNIQLO is making the difference from similar brands by setting up lifestyle scenes.

In recent one or two years, there have been several good joint discussions on UNIQLO's discussions, for example, the women's clothing series of Finland brand Marimekko, which was listed today, and the cooperation with JW ANDERSON last year.

UNIQLO is also upgrading its products, editions and fabrics. For example, T-shirts have a more substantial texture of cotton, or they have introduced a durable ironing and wrinkle resistant shirt suitable for "lazy straight men".

But in the business world, these are not enough.

UNIQLO's main source of profit is some of the most basic styles. The basic single product, from a common sense, is that the frequency of a consumer's purchase is not too high, and the unit price of customers is not as high as that of fashion brands.

So UNIQLO needs to package them with some life concepts, so as to stimulate consumers' consumption intention.

If this method works, consumers may improve their buying frequency.

Basic products or UNIQLO's main source of profits

From Shenzhen's new store, UNIQLO wants to infiltrate this product with the concept of life brand packaging.

Community-based is a possible direction.

In the stores of New York and the UK, UNIQLO

People from nearby schools or communities will come here to take part in workshop, which is related to the theme of UNIQLO. For example, the Fifth Avenue shop in UNIQLO, located next to the New York Museum of contemporary art, often invite the designers of UT cooperation to create something with consumers. When the flagship store of Oxford Street 311 in London was reopened, they adopted a publicity campaign focusing on Utopia.

Before the store was officially unveiled, they also posted Jean Jullien illustrations on the walls of the store to attract people to stop.

There is a balcony on the third floor of Shenzhen's largest store in UNIQLO, which is named U Space by UNIQLO. It will also be given the same function.

UT cultural exhibition, printing on display on the opening day.

In the pparent garden column, it was used to refer to the creative display method repeatedly designed by UT, the Japanese designer Misaki Sato and the design for the UT, and put the UT into a pparent pot.

In the future, there may be Yoga activities, or family activities with theme. Shenzhen is a new city with many young families living here.

U Space

Nowadays, the concept of community is valued by many commercial companies.

In 2017, Apple Corp passed an activity called Today at Apple, which attracted people to be socially attracted by different themes.

Starbucks has also run a community store based on paternity or pets in the Chinese market.

After the UT cultural exhibition, UNIQLO will also focus on sports and life with a Activewear themed activity.

"If a brand has to go into life, the community is a more understandable concept, but it can not lack the interaction between people and people.

"Wu Pinhui said to the interface news," so if we want to build the concept of this community, we must find the right topics, services and commodities, and at the same time, we need to meet different ethnic groups.

There is no doubt that the Chinese market can carry out various innovative attempts.

Not only because the consumption potential is stimulated, but enough large consumers can make every region possible to be a subdivision.

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Shenzhen is labeled with technology, entrepreneurship and cultural creation.

Shenzhen's Vientiane Park, which is located in the new store of UNIQLO, has somehow copied the meaning of Beijing Sanlitun Taigu to build a community business circle - shops in the whole building, red brands in the emerging network, etc. -- UNIQLO takes a Chinese city as a sample to design a store.

Of course, it has enough reasons to play more tricks in China.

According to the latest financial reports, the sales volume of UNIQLO overseas market increased by 31.4% in the first quarter of fiscal year 2018, which first exceeded Japan's local market for the first time.

In the earnings report, the company has shown that the Asia region represented by greater China is the main driving force.

Obviously, to maintain the momentum of today's momentum, UNIQLO needs to tell more stories in China. Shenzhen is just one of them.