Research On The Marketing Strategy Of UNIQLO Fast Fashion Brand In China

Since 2002,many international fast fashion brand began to enter the Chinese clothing market,these fast fashion clothing brand take a unique marketing strategy,bring a different experience to our customers,it makes our clothing brand in a disadvantage position.As an excellent fast fashion clothing brand,UNIQLO shop is the largest number of fast fashion brand in China,it makes huge development in China,achieved considerable economic benefits,and it depends on the unique marketing strategy.Therefore,this article will use UNIQLO as an example to analyze its marketing strategy in China and explore the success factors of its marketing strategy.It will provide theoretical basis for China's fast fashion brand or the fast-changing fashion brand,so as to build the suitable enterprise's marketing strategies to avoid blindly follow the fast fashion brand marketing strategy.First,This paper elaborates the fast fashion,fast fashion brand and related marketing theory,so as to provide the corresponding theoretical basis for the future analysis of UNIQLO fast fashion brand marketing strategy in China.Secondly,this paper analyzes the corporate background of UNIQLO,Marketing environment analysis,through the analysis of UNIQLO enterprise background to the overall situation of the enterprise have an accurate grasp,in addition,this article from the internal environment and external environment analysis of UNIQLO in China marketing environment,that the external environment The economic environment,the economic environment,the social environment,the technological environment,the competitive environment and the industry environment have a certain influence on the marketing of UNIQLO in our country,and the use of the SPA model in the internal environment of the enterprise,the remarkable technological innovation ability and the unique cost control method and the corporate culture of the company provide the guarantee for UNIQLO's marketing in our country.Through the analysis of UNIQLO's marketing environment in China,we can understand the prerequisite and reason of the marketing strategy.Once again,this paper analyzes the marketing environment On the basis of This paper analyzes the UNIQLO fast fashion brand marketing strategy in China from four aspects:product,price,channel,promotion and localization strategy by using 4Ps theory and localization theory as the theoretical framework.Through the analysis of its marketing strategy,Marketing strategy is unique.Finally,on the basis of analyzing the strategy of UNIQLO fast fashion brand marketing,the author draws the enlightenment of UNIQLO fast fashion brand marketing strategy in China.China's clothing brand in order to enhance the comprehensive competitiveness,it must make some achievement in brand building,product design,supply chain construction and other aspects,so that to change the current scale of China's clothing brand which is high inventory,high yield,low quality and performance decline.