On the last 11.11, when I submitted my shopping cart full of Uniqlo products, there were only T-shirts left. The other products I planned to buy were sold out when I submitted. It is really hard to seckill Uniqlo products on 11.11.
From the official hot list, Ultra light down jacket is the most popular item during 78 women apparel brands and homme apparel brands. Uniqlo performed dramatic increasing sales in recent three years of Double Eleven (Singles Day) shopping festival.
2012, Uniqlo ranked as No. 75.
2013, Uniqlo raised to No. 6 with sales of 120 million RMB.
2014, Uniqlo ranked as No.1 during apparel brands and No. 5 during all categories.
2015, Uniqlo ranked as No.1 during apparel brands with the sales of 600 million RMB.
2016, Uniqlo still ranked as No.1 during apparel brands and the sales reached 100 million in 2 minutes 53 seconds.
In 2016, Uniqlo started the service of Purchase online, Picking up in stores. This service includes the two advantages of “pre-selected size easily change”, “Pants long free to change” which is attractive for customers. Because there are over 500 stores in China, customers can select the nearest store to get the products.
Perhaps, there will be other consumption when consumers in the delivery of goods. At the moments that online e-commerce impact traditional stores, UNIQLO uses its consumption experience of combination with online store services and offline stores to start a “new retail”.
For the presell condition, Uniqlo performs great since now. But how’s the record breaking? Uniqlo will raise the bar for the following Double Eleven (Singles Day) shopping festival? The answer is ‘Yes’, the only thing we have to ensure is the new record and new sales number. There are only three days to find it out.