A small trial that wants to change the US market
UNIQLO's Heattech thermal underwear and UltraLight light down jackets are also considered to be relatively good functional product lines in the brand. Now their sales locations have moved from general stores to a place where functional features are more obvious - vending machines, or In the airport.
According to the Wall Street Journal, the first Uniqlo To Go vending machine has appeared at Oakland International Airport in California. This month, UNIQLO will hold another nine such vending machines in airports and shopping malls in Los Angeles, Houston, and New York.
The clothes sold in the machine are not as complete as those in the Uniqlo store. They are mainly thin thermal underwear and down jackets, both priced at US$ 14.9 and US$ 69.9 respectively. The products will also vary slightly depending on the season and the needs of the local consumer, and they are all packed in boxes or cans for sale. They are small in size and may also be packaged and carried by travelers.
If you are waiting for a long time at an airport with a low air-conditioning temperature or you find that you did not have enough warm clothing to change before you travel, buying a piece of clothing on a vending machine may seem like an easy way to purchase with a remedial nature. Behavioural, but you'd better be very familiar with your size, because overconvenient consumption scenarios also mean that there is no fitting room to choose from, and if you want to return it, you have to go to the store or take the mail.
Marisol Tamaro, UNIQLO’s director of marketing in the United States, said that vending machines are much cheaper than stores, and they have access to quite a few passengers at airports. In general, people at the airport don't have too much time to queue up or go shopping. It's easier for time-limited people to solve basic clothing needs with a few keys. This time the placement of vending machines is also a small attempt to see whether this mode of investing in a small amount can bring higher profits later.
Previously, the United States e-retailer Best Buy also set up such a machine at the airport, which will sell some Beats headphones and other electronic devices, resulting in annual sales of tens of millions of dollars.
As for the effectiveness of this new program, Uniqlo can be expected, but this will be taken as a measure to cope with the sustained loss in the U.S. market. The third fiscal year 2017 financial statement (ie September 1, 2016 to May 31, 2017) shows that Fast Retailing Group’s revenue was 1.48 trillion yen, an increase of 3% year-on-year, and operating profit reached 180.618 billion yen. This was a 23.9% year-on-year increase. Although losses in the U.S. were reduced under the company's operational reforms, they did not perform as well as other overseas markets.
Uniqlo has not had any breakthrough in the United States for more than 10 years. Now the company has nearly 50 stores in the United States, and Yanai has said in March this year that it will expand in the United States at a rate of 20 to 30 new stores per year. The new attempts in logistics, marketing and other aspects also proved his determination to change UNIQLO in the United States.
Only this vending machine program may not be able to reverse the situation, it may just be seen as a small product marketing campaign.
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