UNIQLO:平价时尚之楷模(下)

UNIQLO:Pattern of Parity Fashion(Ⅱ)

在UNIQLO的成功商业模式中,至关重要的环节就是MD商品企划环节和MK市场推广环节。将商品企划与市场推广的策略联结在一起,完美地传递到消费者眼前的枢纽功能,则由UNIQLO的店铺VMD系统来完成。同时,如同超市一样的自助零售服务模式和品类空间管理形式,也依赖于这套视觉促销系统。如果说眼睛这一器官帮助我们认识客观世界的话,同样,视觉化的VMD系统可以帮助消费者了解一个企业的世界。

The critical links of successful business model of UNIQLO are merchandising(MD) and marketing(MK).If we put the strategies of MD and MK together, the hub function of perfectly passing on to the consumers will be completed by VMD system of UNIQLO's shops. Meanwhile,the same as the retail self-service model and category space management style in supermarkets,also depends on the set of visual marketing system.If we say eyes help us understand the objective world,similarly,visual VMD system can help consumers to understand an enterprise thoroughly.