Marketing Strategies On UNIQLO

It is a famous leisure apparel brand in Japan, it is not only the Japanese national brand (each of3Japanese, there are2owns UNIQLO’s clothes), but also makes Japan’s richest man Ryui Masa. However, UNIQLO’s80%sales are achieved in Japan. In Japan, UNIQLO’s gross margin at around20%, but in China, only4%.This paper firstly explains the related theory basis, including the value chain theory,4Ps marketing theory, positioning theory, and the research of UNIQLO is reviewed. Then the analysis of its marketing of the external environment, mainly the macro environment and industry structure. Next, analyze the internal environment, mainly UNIQLO, UNIQLO enterprise resource and enterprise value chain. Then under the guidance of the STP theory, analysis of its marketing strategies, based on4Ps theory, in-depth analysis of its pricing strategies, producting strategies, placing strategise and promotion strategy. The main problem of UNIQLO’s marketing and related countermeasures, selecting several representative stores in Beijing, based on long term observation and interviews, found many problems, puts forward the related countermeasures. The conclusion points out that, if UNIQLO wants to be in return on investment, first of all, it has to make the necessary adjustments in marketing strategies.