Uniqlo launches vending machine retail model to help brand promotion

With the advent of the e-commerce era, the offline real economy has faced tremendous challenges. After U.S. sales once again failed to meet expectations, Uniqlo expanded the use of vending machines to sell clothes at the airport. A few days ago, Japanese fast fashion brand Uniqlo launched vending machines to sell clothes in airports and shopping malls in 10 cities including New York and Houston. Consumers can purchase Uniqlo LifeWear series products through machines, including basic products such as T-shirts, thermal underwear, and ultra-light down jackets. The vending machine is a microcosm of its strategic transformation in the United States. Uniqlo used to be ambitious for the US market and planned to increase from 45 physical stores to 200 in 2020. However, due to the continuous loss of performance, the double pressure of revenue and cost made Uniqlo give up the idea of u200bu200bopening physical stores to expand. Marisol Tamaro, UNIQLO's US marketing director, said that vending machines sell basic items and some light clothing. Placing them at the airport can particularly attract passengers who are in a hurry to catch a plane but forget to bring some clothing. In addition, the cost of selling goods in the form of a vending machine is lower than that of a physical store. In the future, Uniqlo will focus on emerging channels such as pop-up stores and vending machines to test the US market. Uniqlo is not the first retail company in the United States to use vending machines to sell things at the airport. When offline brick-and-mortar stores are 'dilapidatedSelling goods in the form of unmanned vending machines is a low-cost expansion model for retailers. The area of u200bu200bthe vending machine is much smaller than that of a physical store, so you can save a lot of money in rent. The cost of the vending machine itself is also lower than the cost of decorating the store and hiring a salesperson. Even if you can't sell something, it can be used as a bright billboard. Vending machines are also more in line with the rhythm of the airport. Many people may be on business trips or short trips. They carelessly forget to take some personal clothing when packing. When the flight time is more urgent, compared to visiting duty-free shops, buying good-quality underwear from a vending machine is quite good. Good choice. Put the basic items or other necessities in the vending machine, the brand does not need to be promoted at all, consumers will naturally choose this convenient way to buy if they have demand. NPD Group retail analyst Cohen Marshal believes that as more and more consumers pursue convenient shopping, Uniqlo's vending machine experiment will achieve good results. As a vending machine manufacturer whose products are exported to the world, it said that future vending machines will pay more attention to intelligence and user shopping experience. The implantation of VR scenes will greatly enrich the purchase pleasure of customers. With the continuous development of technology, automated retail The space will be infinite. The above information is provided by the price of the vending machine. Please mark the reprint