Fast Fashion Brand UNIQLO: Big Data Monitoring Support Product Pricing

It sells 79 yuan UT in summer, 499 yuan in winter, and a 299 yuan fleece jacket in spring and autumn.

The strategy behind UNIQLO pricing comes from the capacity building of big data monitoring.

By collecting all the sales data of every day, every color, every yard and every shop, UNIQLO has formed a huge database.

Through real-time monitoring and analysis of sales data, the production volume is adjusted and the marketing plan is adjusted.

Take marketing strategy as an example, UNIQLO analyzes and makes decisions based on the data collected.

They divide clothing prices into two categories, one is the initial price.

The price should take into account the gross margin of the commodity and the price and sales of similar commodities.

Take the light down garment as an example, first we should calculate a price that reaches the basic profit level according to the manufacturing cost and all kinds of expenses, and then make a floating adjustment according to the price of the down garment in the past few quarters.

For example, last year sold 499 yuan, sales volume is very high or even sell goods, this year can consider raising the price appropriately, on the contrary, it is necessary to moderately reduce the selling price.

The other price is the price after the price is cut.

There are two kinds of clothing price reduction in UNIQLO, one is "time limit and the other is excellent" and the other is "changing the selling price".

"Time limited and excellent" means that the selling price of a commodity will be reduced by 20-50 yuan within a specified period, such as a week, and the price will be adjusted back to the original price after the expiration.

The aim is to increase consumer's attention to the product and attract consumers to buy other styles of clothing, which is basically a way to attract customers.

The "change price" is aimed at those products with poor long-term sales and consumer response. It is necessary to revalue the price tag, which means that the original price will not be adjusted again.

Changing the selling price is mainly to clear up the backlog in time.

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UNIQLO has opened shops and sales in 16 countries and regions around the world, but the pricing of garments in different countries is not uniform.

For support.

Take the same women's color shorts as an example. The initial listing price in Japan is 1896 yen plus 8% consumption tax, which is about 125 yuan.

And this one.

The initial listing price in Thailand is about 152 yuan (the price below refers to the RMB price converted after the initial listing price). The United Kingdom is 159 yuan, Hongkong Macao is 160 yuan, France is 168 yuan, Indonesia is 175 yuan, Korea is 184 yuan, China is the most expensive, it is 199 yuan, Russia is the cheapest and 90 yuan.

This price difference should not only consider the local economic development level, price level, but also consider the local natural environment and consumer preferences for clothing.

For example, because of the relatively high latitude and relatively low temperature in the UK, shorts are cheaper than China, but the down vest may be more expensive than China.