Research on the Marketing Strategy of Uniqlo in China

Citation

Wang, Yi. (2021). Research on the marketing strategy of Uniqlo in China. (Master Independent Study). Bangkok: Siam University.

Abstract

China has a huge demand for clothing and, with the continuous improvement of people’s living standards, the requirements for clothing also improved with the pursuit of novel design and high quality. As a fast fashion brand that entered the Chinese market early, Uniqlo has brought different experiences to Chinese consumers, which caused great resistance to the  Chinese  garment enterprises. Looking at Uniqlo’s development in China over the past two decades, the initial period of no profit to the current quarter of turnover comes from China, which is  inseparable from the implemented marketing strategy.

This paper used Uniqlo as the research object, utilized 4Ps marketing strategy theory and STP theory. Uniqlo’s development process  in China was analyzed in three stages, and analyzed  its marketing environment from six aspects: politics, economy, society,  technology,  industry,  and competition. An in-depth study of its current marketing strategy and existing problems in China institute, with four aspects: product, price, channel and promotion. On this basis, a questionnaire about Uniqlo’s marketing strategy was developed, effective data was screened, and association rules was used to mine the key factors of Uniqlo consumers’ clothing purchases. Uniqlo consumers were subdivided by multiple mapping diagrams. A structural equation model were established to analyze the influencing factors of Uniqlo consumer satisfaction. The results show that: (1) Uniqlo’s development in China was not easy, it has gone through three  stages. From the failure of the exploration period, finding the problem, solve the problems; gradual adaptation to the reform period and the current period of expansion has been moderately successful; (2) The political, economic, social, technological and  industrial  environment  in China was basically conducive to the development of Uniqlo, while  the  competitive  environment was relatively fierce, especially among brands of the same type, but generally speaking, the marketing environment was good; (3) According to the

empirical analysis results, the factors that Uniqlo consumers pay attention to when choosing clothing, fabric, comfort, price and quality were closely related, which was also the factors that consumers pay the most attention to. The results of multiple correspondence  analysis  showed  that the younger group preferred Uniqlo online shopping channels, while the middle-aged group preferred physical stores. Price reduction promotion was the  preferred promotion method of   most groups; The reasonableness of pricing was based on the level of income. The results of structural equation model showed that product characteristics, pricing rationality and channel convenience all had a direct and significant positive effect on Uniqlo consumers’ overall satisfaction, while promotion stimulation had a direct and positive effect on Uniqlo consumers,  but the effect was not significant.

Finally, combining the theoretical basis, current situation analysis, and empirical research, the author made on optimization plan of Uniqlo’s brand marketing strategy in China, and  provided a powerful reference for the transformation and upgrading of China’s garment enterprises.

Keywords: Uniqlo, 4Ps marketing strategy, STP, Chinese clothing enterprises

Listed Companies Working Capital Management Problems and Countermeasures: Study on Gree Electric Appliances, Inc. of Zhuhai

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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