At the end of last year, a survey of UNIQLO was made, which wanted to investigate "

What is the ultimate problem of the universe?

The vote was made 4046 times, of which 25.3% thought cheap was the primary reason to purchase UNIQLO.

The advantage of UNIQLO is not absolute. In fact, the positioning of "the lowest price continuously providing high quality goods" in 2002 when UNIQLO entered China is not effective, because it is Japan's low price, and China is another concept.

Take the women's feather down jacket as an example, it sells for 499 yuan in China, but only 4990 yen before Japan's tax, and it is converted to 260 yuan according to the real time exchange rate.

Truly open

The positioning is actually a UNIQLO brand as a middle-class brand.

Everyone said that when cheap, in fact, is to say that cost-effective.

UNIQLO is more practical and durable, compared with H&M and GAP, which also have low price routes.

This is also fully shown in the poll results: 16.9% of people agree with the marketing concept of "basic money"; 8.2% of people even feel that clothes are ugly, but they still prefer to buy some matching parts such as socks vest, and 5.6% of color control is also satisfied here.

Most of the commentaries also mentioned joking and comfort words.

The reason for buying UNIQLO is that fashion is bigger than we think.

20.6% of my friends firmly chose "I think UNIQLO's clothes are quite beautiful". They agree with UNIQLO's simplicity and no waist fashion aesthetics.

4.2% of them feel that though they can't dress up, they look good on models.

Even 11.7% of people say UNIQLO is unsightly, but everyone is wearing it. It seems that they are temporarily unable to understand it.

So, follow suit.

Since UNIQLO hired Nagao Zhimin as the creative director of the UT Series in 2013, UNIQLO has been very close to the trend of fashion. There are many cross-border cooperation, and the star spokesperson who attracts young consumers.

Judging from the voting results,

It seems to be pretty good.

The biggest difference is the technical factors.

Although UNIQLO claims to be a technology company, it is developing low price specialties.

The Heattech, AIRism and so on were not so popular. Only 7.2% of the voters liked "UNIQLO's functional clothing".

There are a lot of Tucao about fabrics, such as "why is it pilling?" "Heattech keeps warm by ideas."

"Strange fabrics are breathless and wear wet."