Uniqlo analysis: professional "cutting service" system

If you are 1 meter tall and 76, this is exactly the average height of a U.S. males, which means you can walk into almost any store selling clothes and then wear a pair of 76.2 cm (30-inch) jeans, all of them for you Made to order. But UNIQLO, the shortest jeans are 81.28 cm (32 inches), but do not worry, because UNIQLO can provide free tailoring services. But you want to be able to immediately bring the hands of the jeans home, the next day to get back to the store to take pants is a problem. Also, the location of this shop is crowded tourist area. So UNIQLO will because of those who are compact, inconvenience to return here to take away the clothes of customers and how much sales? Suppose garment manufacturers in order to meet the needs of most customers, we must create respectively 28,30,32,34 inches of jeans. If UNIQLO excludes the first two lengths, you can save a lot of time, labor and financial costs in the manufacturing process. For any company that needs to create tens of thousands of similar products, cutting down unnecessary options will undoubtedly improve efficiency. Assuming that the minimum height of UNIQLO to buy jeans without any cropping is approximately 1.82 meters (6 feet), UNIQLO does not offer off-the-shelf, unmodified products to over 60% -80% of its customers! In 2006, UNIQLO opened the first flagship store in the United States when the brand is still not very known. By 2011, they opened two more high-profile stores in Manhattan and announced that they would open 200 stores in the United States by 2020, achieving sales of $ 5 trillion. Seen in this light, UNIQLO production decision must have a mystery. So, UNIQLO production decision how to translate into effective marketing means? High quality product Although UNIQLO jeans have no special design, its wild, trendy and four-choice (regular, casual, self-cultivation, skinny) selections have attracted a lot of customers. 2. Well-trained staff. If at that time there was not a single employee who could answer questions, assist in fitting and fast payment nearby, customers would most likely leave UNIQLO immediately. A recent article from The New Yorker, based on studies done by different retailers, analyzed the reverse approach UNIQLO worked in difficult times: Increasing the number of employees in stores without reducing labor can significantly increase sales. 3. Competitive prices. Here the price of 50 US dollars jeans looks comparable to 75 to 100 US dollars in jeans. 4. Enhance the store's traffic. The beauty of the free cutting service is that it lets you go back to the store to pick up your clothes, which allows you to see the new models just listed and the shirts you want to buy the other day. Perhaps you will make impulse spending decisions, buy a pair of socks or T-shirt. Although we do not know the exact figures, we believe UNIQLO's losses due to those marginal customers who do not want to return to visit will be offset by loyal customers who frequently visit. Expert Analysis: UNIQLO's business logic has created a virtuous cycle of sales: 1. Large-scale to ensure that consumers can provide high-quality products → well-trained staff through the marketing tool will become a cutting edge service and Non-inconvenience → cost savings can be set at a lower price jeans; second, to prevent customers flow to competitors → consumers return to the store and buy more products, companies get more profits, they can be put into production and staff training.

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