Research on Marketing Modes of New Retail Based on 4C Principles: a Case Study of UNIQLO
Xiaohong Tan, Yu He
Available Online September 2019.
- https://doi.org/10.2991/jahp-19.2019.191How to use a DOI?
- New Retail; 4C principles; marketing; UNIQLO
- With the increasingly prominent diversification of consumer demands, a single sale channel via either traditional retail stores or e-commerce cannot meet consumers' desires for touch and instant gratification, good shopping experience as well. Driven by new technologies, the concept of New Retail was introduced in 2016 integrating online and offline resources to accurately grasp customer needs and better serve consumers, it ultimately cushion the slowdown in the growth of Total Retail Sales of Consumer Goods. For many clothing retailers, the rapid development of online e-commerce has boosted their sales, but then has greatly impacted sales performance of their physical stores. However, the past three successive years from 2016 to 2018 have witnessed UNIQLO's great success of being clothing sales champion in TMALL. As a foreign brand, it continues to expand in China even as the clothing industry slows down year by year, with more brands closing stores sharply. Therefore, this paper attempts to analyze how UNIQLO applies the New Retail marketing modes in China to accurately meet the needs of consumers, maximizing shopping experience based on the 4C principles.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Xiaohong Tan AU - Yu He PY - 2019/09 DA - 2019/09 TI - Research on Marketing Modes of New Retail Based on 4C Principles: a Case Study of UNIQLO BT - The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019) PB - Atlantis Press SN - 2352-5428 UR - https://doi.org/10.2991/jahp-19.2019.191 DO - https://doi.org/10.2991/jahp-19.2019.191 ID - Tan2019/09 ER -