Dual Channel Pricingstrategyof The SPA Enterprises UNIQLO(China)

With online shopping security and trust degree rising,consumers are no longer limited to purchase commodities through the traditional channel,but diversified channels through online and offline shopping.This made more and more traditional retailing enterprises began to expand their sales channels to online channel and implementeddual channel sales model.Among them,operating its own brand of clothing's retail enterprises called SPA(Specialty Retailer of Private Label Apparel)conducted the dual channel marketing mode in the earlier years,such as Japan's UNIQLO,G.U.,Spain 's ZARA,Sweden's H&M.They have achieved multiple channels' sales of T-mall flagship store,the company's official website and offline stores.However,along with the expansion of enterprise sales channels,channel conflicts arising from the transfer of demand and channel pricing problems.Although the SPA model will links the enterprise's procurement,production,retailing together and simplify the supply chain links and reduce the effects of information asymmetry and double marginal effects,it is conducive to rapidly adjustand unifydual-channel pricing strategy,but the impacts of its pricing strategy on the demand of different channels,consumer loyalty and channel transfer behavior still exist.Once enterprise developing unreasonable dual-channel pricing strategy,it will affect consumer loyalty,leading to consumer demand shift between the different channels and corporate channels'overall profit decline.Therefore,it is necessary to analyze the reasons for the falling on profit and offline demand,and investigate the effects from pricing change to profit and customer loyalty.In this paper,based on the decline situation in profits of the UNIQLO China in some areas of the two-channel pricing strategy adjusted,by analyzing the UNIQLO China in some areas of high-end stores,changed from a unified pricing strategy for differentiated pricing strategy,there have situations of demand transfer,purchase abandon and channel profit decline existedbecause of the channel price difference between the online channel and the offline channel,Based on the channel migration t-heory and consumer loyalty theory,this paperestablishedlinear demand function and profit function Channel pricing modelunder two kinds of pricing strategies based on the conclusion of the analysis.And introduce the influence factors such as customer loyalty,channel conversion cost and channel conversionand comparetwo conditions aboutexisting the demand transfer and the absence of demand transfer,which strategies access to the overall profit channel better.Then according to the model proposed the corresponding proposition to prove how different factors affect the overall profit of the channel under different pricing strategies.And get a conclusion:when demand transfer exist,differentiated pricing strategy is better than the unified pricing strategy.Finally,use the MATLABsoftware to simulate and analyze the sensitivities of different factors and provide the advices for UNIQLO China to optimize their current dual-channel pricing strategies.