全球快速時尚產業的國際化策略-UNIQLO個案研究

Abstract

全球成衣市場具有高獲利率以及高成長率，尤其是在具有高消費能力的亞太區域以及新興國家，例如金磚四國(BRICs)。 UNIQLO為了實現在全球成衣業成為第一（GLOBAL ONE）的目標，宣布它將在2020年達到50億美元的銷售額。為了對抗來自ZARA、 H&M與GAP的強勁挑戰，UNIQLO 必須要發展具有競爭優勢的國際化策略以和其他競爭者差異化。 本研究針對快速時尚產業以及主要公司進行分析，探討UNIQLO的競爭優 勢及其國際化成長策略，認為UNIQLO未來可朝創業家精神、全球在地化與區域化以及快速回應發展並提出具體建議。 在創業家精神方面： 調整公司定位並找出新的目標客戶、使用環保素材、與其他品牌共同研發產品並與網路零售業者合作；在全球在地化與區域化方面：增加員工以及供應商的國際化程度、使用日式體驗行銷、與策略區位的當地公司合資進入海外市場；在快速回應方面：增加資訊科技的使用、建立區域配送以及集散中心。

The global apparel market is profitable with high growth rate, especially in the Asia Pacific area and emerging countries such as BRICs, where people have large buying power. To realize the goal of being GLOBAL ONE in the global apparel industry, UNIQLO announced that it will reach $50 billion sales revenue by 2020. To against the strong competition from ZARA, H&M, and GAP, UNIQLO should develop competitive advantages in the internationalization strategies to differentiate from these competitors. The advised strategic activities can be concluded to three strategic goals for UNIQLO’s internationalization and growth strategy, which are initiative entrepreneurship, glocalization and regionalization and fast speed. • Entrepreneurial initiatives: Adjust its positioning for new target customers; develop more functional fabric and co-design with other brands for feature products; cooperate with online retailers. • Glocalization and regionalization: Increase the internationalization degree of employees and suppliers from different countries, implement Japanese experiential marketing and joint ventures with local company in strategic location choice • Fast speed: Use more IT systems, create regional distribution centers and hubs.