CEO Pan Ning: Philosophy Of Rapid Expansion

In the recruitment mechanism of Uniqlo, applicants will enter the store manager's interview after online application, examination and test, and then go through the district manager, HR director, deputy general manager and other links. "Some of these 500 people passed the interview with me," he said.

However, how can a store with an annual turnover of more than tens of millions be managed by a young store manager in his 20s? The recruitment and training mechanism determines the key to success. In Pan Ning's view, we should encourage young people to become future operators, have expectations for young people, train them in the process of actual combat, and finally jointly complete business performance. Every month, he and the Deputy General Manager have to go to all parts of the country to communicate directly with front-line employees.

The efficient and professional recruitment and training mechanism is perfectly connected with the opening speed of more than 80 stores every year. "Uniqlo is regarded as the 'Whampoa Military Academy' in the retail industry by the outside world. The speed and quality of our talent cultivation are widely recognized by the industry." penning say.

The net increase of 80 stores every year depends on Uniqlo The economic data survey system built five years ago. Pan Ning said that the comprehensive research from China's provincial capitals to second and third tier cities, with data related to GDP, disposable income, urban future development planning and major business districts, had been completed in five years.

"These data will blossom and bear fruit in the next year or two." Pan Ning revealed that Uniqlo has more than 100 stores in Beijing, Shanghai, Guangzhou and Shenzhen, and now continues to extend to third and fourth tier cities. It is more necessary to conduct effective layout after data authentication.

In 2013, Uniqlo set up the world's largest flagship store in Shanghai, which is nicknamed "Uniqlo Cosmos flagship store ”This is also the symbol of Uniqlo's bet on the Chinese market. In Pan Ning's view, the city gives UNIQLO brand more sense of brand existence. "Shanghai used to be a symbol of Chinese brands, and in the future, like Hong Kong, it will become a window for the world to understand China," he said.

In the process of expanding to the third and fourth tier cities, Uniqlo is also constantly digging regional "gold mines". Broadly speaking, people believe that the coastal areas have developed earlier. For example, four super first-class cities, such as Beijing, Shanghai, Guangzhou and Shenzhen, are concentrated in the eastern coast, with strong consumption capacity. However, Pan Ning said that the consumption potential of the northwest, southwest and other regions is constantly being tapped.

Taking Kunming as an example, the sales of Uniqlo's large stores are on a par with that of Shanghai, but the total population of Kunming is far less than that of Shanghai, and the per capita income is also lower than that of Shanghai. "Why is the sales performance good? Because there is consumer demand in inland cities, we need to be able to find an outlet for consumption, become a brand trusted by customers, and we can continue to strengthen consumption," said Pan Ning.