UNIQLO Join Disney To Create A Single Product Pricing Strategy

Located in the sales base of UNIQLO, in

In the fourteenth years after the entry into China, the garment enterprises still maintained a relatively high growth rate under the condition of fierce competition.

Recent data show that the first three quarters of fiscal year 2015 reported that UNIQLO revenue grew 24% to 3 billion 270 million dollars, and profits increased 36% to 230 million US dollars, both of which hit a new high in the same period, of which China contributed most of the revenue.

High sales, not many SKU, will increase the probability of consumers hitting shirts.

Fortunately, UNIQLO's clothing is relatively low-key, LOGO and characteristics are not obvious, eliminating the embarrassment of the crash.

But this also gives UNIQLO a brand image that is not clear enough. UNIQLO realizes this and takes this as a breakthrough in winning.

In September 27th, UNIQLO magic for all theme store was officially opened in Shanghai. This is the work of global cooperation between UNIQLO and Disney's consumer department. Shanghai has become the world's first stop.

On the eve of the opening ceremony, in Huaihailu Road's UNIQLO flagship store, the reporter found that the area of five floors and 1140 square meters will become a display area for the cooperation products of UNIQLO and Disney.

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Magic for all concept store has five main theme areas, including Mickey 100 theme area, future world, small adventurer, colorful fairy tales and customized area.

These theme areas, UNIQLO products of different fabrics and technology, and Disney films ingenious combination.

For example, in the future world area, the most representative sci-tech HEATTECH products are put together with Star Wars role models, original props and classic posters.

It is worth mentioning that UNIQLO followed the original pricing strategy.

The prices of these products with all kinds of Disney designs are not much different from the original ones.

At the same time, the price of a Mickey doll made of Lanzhou velvet or fleece is 149 yuan, which is even lower than the price Disney sold for Mickey.

UNIQLO staff briefed reporters that in fact, as early as 2009, UNIQLO had already started cooperation with Disney, which was authorized to use the cartoon image.

This cooperation will bind the two brands more deeply. Both from the product and the decoration style of the shop, it has the same effect with Disney park.

Associating with the opening of Disney theme park in Shanghai next spring, this way of cooperation can win both sides' exposure.

The logic behind the brand cooperation between UNIQLO and Disney is that UNIQLO intends to make its brand image distinct.

Consumers have agreed on the recognition of UNIQLO products, but UNIQLO is not satisfied with it.

At the end of 2013, UNIQLO relocated its brand, and Slogan was upgraded from "Made for all" to "Life Wear".

At that time, CEO Pan Ning of China said, "we hope that UNIQLO will become the global brand other than Japan, China and Asia's first brand".

In addition to working with Disney, UNIQLO announced the launch of a personal brand launched by Christopher, the former director of women's clothing, Christopher, Lemerre.

In the recently released cooperative products, it still adheres to the high performance price ratio. "Up to 1300, you can buy the cashmere coat designed by the former Hermes director" at UNIQLO.

So, changing Slogan's UNIQLO, how to define itself? The founder, who is also the richest person in Japan, interviewed by wired in 2014, thinks that UNIQLO is not a family in essence.

Enterprise, but a technology company, UNIQLO's only competitor is apple, not Gap.

When the media interprets this sentence, most of them will focus on product technology research and development.

For example, in 2011, one hundred million pieces of HEATTECH products were sold, which has become the ultra thin down garment of UNIQLO in winter.

But UNIQLO wants to go beyond apple, perhaps not just in terms of technological innovations in clothing.

They want to go beyond the brand tone of Apple's "changing the world", and UNIQLO wants to give the brand a personality through cross-border cooperation.

As Liu well expects, "we are not selling fashion, but selling Style, especially the way of life.

We make clothes to make people express their attitude towards life style.