How Uniqlo Develop the China Market by E-Commerce

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UNIQLO entered the China market in 2002 but faced challenges with their low price strategy, leading to the closure of two retail shops. To capture the potential in the Chinese market, they partnered with to begin their e-business on the internet. UNIQLO offers high quality clothing with a wide range of colors at an affordable price through their own online store and Since partnering with, the turnover and traffic in 11 days was equivalent to the sum of all physical stores in China for nine years. UNIQLO also uses an Auto Stocking Inventory System and a customer service desk section on their website. The case highlights the importance of e-commerce and multichannel business models for capturing potential in new markets.

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How UNIQLO develop the China market by E-commerce through Taobao. com Give a brief overview of the case and why the group picked it: Uniqlo has been entered into China market since 2002 and there has nine retail shops in 2005. Unfortunately, she was not successful to run the business since later on two shops was closed. It showed that the low price strategy which she was using is not appropriate for her to growth in China. In view of the results, Uniqlo was finding ways to capture the huge potential in Chinese market. Hence, they’ve been partnered with Taobao. om to start their e-business on the internet afterwards. So we’re going to explore why they’re being so successful by partnering with them, what they could do more to gain the market share and how the situation of their competitors is.

Identify its business/market/products/services and if online or not at this time UNIQLO Hong Kong, Limited is a click-and-mortar organization. Its parent company is Fast Retailing Co. Ltd from Japan which owns and operates over 680 UNIQLO causal clothing stores in Japan, London, Korea, Shanghai and Beijing, etc. They sell high quality clothing with wide color ranges at an affordable price to all customers. They have their own online store as well as collaborated with Taobao. com to sell their products through internet.

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Hence, this platform is their e-marketplace. The current situation of e-Business within the case UNIQLO is using multichannel business model is a click and mortar retailer. Since they have selected Taobao. com as their e-business partner, it has been recorded that within 11days in both the turnover and traffic is equivalent to the sum of all physical stores in China for nine years. Taobao. com has been also provided a maintenance service and payment system to UNIQLO’s own on-line stores.

They are using interorganizational information systems to control and monitor the daily transaction. They have been also demonstrated a typical B2C business model to an apparel industry. Highlight and justify initial areas of the module that may be relevant to the case – What is our chosen case currently doing or what could it be doing online? After UNIQLO has cooperated with Taobao. om to set up an on-line purchasing platform, the sales order was boomed very fast from second tier cities in China. Surprisingly, the growth of sales volume on internet was better than the stores opened in the major cities in China. People can be more easily and convenience to order the UNIQLO’s products with no boundary, 24 hours and everyday at anytime. Besides, their Auto Stocking Inventory System can provide the real-time information to the customers and they have created a customer service desk section on the website that allows customers to contact UNIQLO by e-mail, telephone.


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How Uniqlo Develop the China Market by E-Commerce. (2018, Feb 25). Retrieved from

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