Uniqlo has been a sales leader on Tmall during Singles’ Day (Nov. 11th, or Double 11, major Chinese e-commerce event comparable to Cyber Monday in the US). This year’s 11.11 marks the 9th one held by Taobao and Tmall, and the 8th in which Uniqlo has participated; this year Uniqlo launched its 11.11 promotions in-store on November 10th.
Uniqlo's "new retail" strategy
On the morning of the 10th, Uniqlo’s Shanghai flagship store was packed… which is completely ordinary, because their Double 11 strategy is very much in line with their entire “new retail” model.
Uniqlo’s success in riding the e-commerce wave can be summed up with the following formula: Brand value + in-store pick-up + O2O integration. Their strategy has always been to use Tmall's extensive reach to consumers, customer service, and order fulfillment to serve as a funnel for their own more than 500 stores in upwards of 100 cities across the country.
There is a logic to the madness; brand reputation must be and is ...
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