基于SPA模式的优衣库运营模式探析--基于优衣库的案例

Analysis of Uniqlo Operation Mode Based on SPA Mode--Taking Uniqlo as an Example

随着经济全球化的迅猛发展,跨国企业面临着劳动力成本攀升、产品创新投入增大、运营模式落后等挑战,特别是改革开放以来进入中国的日本企业大多面临销售停滞,无法进一步提高业绩的窘况,日本零售企业更是如此。迅销公司旗下的核心服装品牌优衣库却表现优异,近年来,在华销售额和店铺数都在稳步上升,是目前日本少有的成长态势迅猛的企业。本文基于SPA模式理论剖析优衣库的运营模式,考察优衣库在国内市场获得成功的原因。同时,为本土服装制造业升级换代提供相关借鉴与启示。

With the rapid development of economic globalization,multinational companies are facing challenges such as rising labor costs,increased investment in product innovation,and backward operation models.Especially since the reform and opening up,most Japanese companies that have entered China have faced stagnant sales and cannot further improve their performance.This is especially true for Japanese retail companies.However,UNIQLO,the core clothing brand of Fast Retailing,has performed well.In recent years,sales and the number of stores in China have been rising steadily.It is currently one of the few companies in Japan that has grown rapidly.This article analyzes Uniqlo's operating model based on the SPA model theory,and examines the reasons for Uniqlo's success in the domestic market.At the same time,it provides relevant reference and enlightenment for the upgrading of the local clothing manufacturing industry.