UNIQLO’S)) CONTINUEDSUCCESS - · PDF filerecommendation++ analysis+ financials+...
Transcript of UNIQLO’S)) CONTINUEDSUCCESS - · PDF filerecommendation++ analysis+ financials+...
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UNIQLO’S CONTINUED SUCCESS
SAMIE L. S. LY NADIM
CATHERINE SUMAGUE RACHEL
JMSB CONSULTING
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How can UNIQLO Scale up globally through an efficient
supply chain?
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KEY FINDINGS
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC BREAKDOWN
CONTINUE STRONG GROWTH IN FAST FASHION INDUSTRY
• Open 5 annual flagship stores • Online markeGng • Outsource producGon
U.S.
• OpGmize supply chain • ProducGon offices in key regions • JV with distribuGon partner
China
• Expand in high growth markets (India, Korea) • Online markeGng • UGlize Chines supply chain
Rest of Asia
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
UNIQLO VALUE CHAIN
UNIQLO’S SUPPLY SHOULD OPTIMIZE THEIR RELATIONSHIPS IN ORDER TO SCALE
Suppliers Decreased 120 – 40
Takumi Team Manufacturing Skills & Quality
Control
R&D -‐ InnovaGon – new fashion / PracGcal “Uniqlo Fleece” (Toray)
POS Data System Short Lead Time
Inventory Pooling Technique (3PL, Casio, Microsof)
Pricing FluctuaGons and SKUS
Joint Venture Bangladesh JD.com – 1 day delivery Gme e-‐commerce
PRODUCTION PROCESS SALES PROCESS NETWORK PROCESS
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
United States CHINA
ONLINE Rest of Asia
COMPETITIVE LANDSCAPE
CHINA AND THE REST OF ASIA ARE STILL FERTILE PLACES TO GROW
GAP
H&M
Uniqlo Inditex
GAP
H&M
Inditex
OPPORTUNITY!
OPPORTUNITY!
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
COMPETITIVE VALUE CHAINS
Suppliers In-‐House Design
Retailers POS
Customers
BOTH COMPETITORS HAVE DIFFERENT YET JUST SUCCESSFUL SUPPLY CHAIN THAT SUIT THEIR NEEDS
ZARA – INDITEX SUPPY CHAIN MODEL
Suppliers Outsourced Design
Retailers POS
Customers
H&M SUPPY CHAIN MODEL
In SEASON PRODUCT -‐ FAST PRODUCTION -‐ HIGH IN STORE TIME
SEASONAL PRODUCTS – HIGHER SHELF LIFE -‐
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
THE CUSTOMER OF UNIQLO
UNDERSTAND YOUR TARGET SEGMENT
20-‐35 years old, Urban
Like Fashion but are not Trend Seiers
Social Media
PRICE HIGH QUALITY TECHNOLOGY ORIENTED Online
PRACTICAL
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
YOUR MARKET PENETRATION WHEEL
MARKET PENETRATION WILL HAPPEN WITH SUPPLY CHAIN EFFICIENCIES
RelaGonships
Supply Chain Efficiencies
Market PenetraGon
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
COMPARISON ON MAIN PLAYERS UNIQLO INDITEX H&M
Core Competency Outsourcing VerGcally Integrate Dispersed
BEST AT PRICE COMPETITIVE SOURCING NETWORK
FAST SUPPLY CHAIN SOURCING & MERCHANDISING
Trend ForecasGng POS System POS System POS System
Suppliers Dispersed in Asia Localized Large Network
Inventory Control Longer Shelf Life Fast Inventory Longer Shelf Life
ProducGon Own ProducGon Spain Automated Factories
Own 30 ProducGon Centers
Fashion Segment PracGcal Wear In-‐Season (61%) Seasonal (80%)
Designers In House Designers Quick Fast fashion Longer Planning Time – 1 Head Designer
Countries US, CHINA US, EUROPE US, EUROPE
UNIQLO INDITEX H&M
Core Competency Outsourcing VerGcally Integrate Dispersed
BEST AT PRICE COMPETITIVE SOURCING NETWORK
FAST SUPPLY CHAIN SOURCING & MERCHANDISING
Trend ForecasGng POS System POS System POS System
Suppliers Dispersed in Asia Localized Large Network
Inventory Control Longer Shelf Life Fast Inventory Longer Shelf Life
ProducGon Own ProducGon Spain Automated Factories
Own 30 ProducGon Centers
Fashion Segment PracGcal Wear In-‐Season (61%) Seasonal (80%)
Designers In House Designers Quick Fast fashion Longer Planning Time – 1 Head Designer
Countries US, CHINA US, EUROPE US, EUROPE
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
UNIQLO INDITEX H&M
Core Competency Outsourcing VerGcally Integrate Dispersed
BEST AT PRICE COMPETITIVE SOURCING NETWORK
FAST SUPPLY CHAIN SOURCING & MERCHANDISING
PRACTICAL Fast Fashion TREND SETTERS
PRATICAL
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FINANCIALS
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
FINANCIAL OVERVIEW
Sales Growth
Markets
Store count
Sales CAGR 16% over last 10 years
Heavily centered in Japan. Recent trend to diversify into ROW and US.
Store count CAGR 9.3% over last 10 years.
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
SALES GROWTH HAS BEEN OUTPACING STORE COUNT GROWTH
-‐10%
-‐5%
0%
5%
10%
15%
20%
25%
30%
35%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Annual Sales Growth in % Annual store count growth in %
THERE IS STILL ROOM TO GROW
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STORE COUNT HEAVILY CENTERED IN JAPAN Uniqlo Store Counts
Japan ROW
YOU NEED TO DIVERSIFY INTO OTHER HIGH GROWTH MARKETS
Store count split ROW
China ROA US Europe, other
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STORE COUNT GROWTH
-‐5%
0%
5%
10%
15%
20%
Japan China ROA US
CAGR Store count of key Markets
MAINTAIN GROWTH PUSH IN CHINA AND ROW
0
100
200
300
400
500
600
700
800
900
Japan China ROA US
Store Count
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ALTERNATIVES
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC POSITIONING ASSESSMENT
COMPETITIVE ADVANTAGES RelaGonship model (JV, Partnerships,
CollaboraGons) Strong distribuGon network
EXPANSION THROUGH MARKET PENETRATION
US India China (OpGmize)
SUCCESS TO DATE
Supply-‐chain and R&D PracGcal, affordable, fashion trends Variety & high quality Fierce compeGGon
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC POSITIONING ASSESSMENT
COMPETITIVE ADVANTAGES RelaGonship model (JV, Partnerships,
CollaboraGons) Strong distribuGon network
EXPANSION THROUGH MARKET PENETRATION
US India China (OpGmize)
SUCCESS TO DATE
Supply-‐chain and R&D PracGcal, affordable, fashion trends Variety & high quality Fierce compeGGon
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC POSITIONING ASSESSMENT
COMPETITIVE ADVANTAGES RelaGonship model (JV, Partnerships,
CollaboraGons) Strong distribuGon network
EXPANSION THROUGH MARKET PENETRATION
US ROA China (OpGmize)
SUCCESS TO DATE
Supply-‐chain and R&D PracGcal, affordable, fashion trends Variety & high quality Fierce compeGGon
BECOME A GLOBAL PLAYER!
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
OPTIONS OpGon 1: Expand
aggressively in US & Europe
High
High
Increase
Med-‐Increase
OpGon 2: Replicate fast-‐to-‐market with verGcal
integraGon
High
High
Neutral
Neutral
OpGon 3: Expand
sustainably in US, India & opGmize
China
Low
Low
Increase
Increase
CAPITAL EXPENDITURE
RISK
BRAND RECOGNITION
MARKET SHARE
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
OPTIONS OpGon 1: Expand
aggressively in US & Europe
High
High
Increase
Med-‐Increase
OpGon 2: Replicate fast-‐to-‐market with verGcal
integraGon
High
High
Neutral
Neutral
OpGon 3: Expand
sustainably in US, India & opGmize
China
Low
Low
Increase
Increase
CAPITAL EXPENDITURE
RISK
BRAND RECOGNITION
MARKET SHARE
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
OPTIONS OpGon 1: Expand
aggressively in US & Europe
High
High
Increase
Med-‐Increase
OpGon 2: Replicate fast-‐to-‐market with verGcal
integraGon
High
High
Neutral
Neutral
OpGon 3: Expand
sustainably in US, ROA & opGmize
China
Low
Low
Increase
Increase
EXPAND RESPONSIBLY IN ORDER TO GROW
CAPITAL EXPENDITURE
RISK
BRAND RECOGNITION
MARKET SHARE
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
RISK & MITIGATION STRATEGIES
Market crash like in 2008
Slow down store openings
Analyze markets & close down non-‐profitable
stores
Difficult integraGon of US division
Hire US teams who understand US landscape
Sale & commission incenGves
CompeGGon increasing in China & rest of
Asia
Strong markeGng campaign
targeted per region
Use of technology &
blogs
RISKS MITIGATION CONTINGENCY
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC BREAKDOWN
CONTINUE STRONG GROWTH IN FAST FASHION INDUSTRY
• Open 5 annual flagship stores • Online markeGng • Outsource producGon
U.S.
• OpGmize supply chain • ProducGon offices in key regions • JV with distribuGon partner
China
• Expand in high growth markets (India, Korea) • Online markeGng • UGlize Chines supply chain
Rest of Asia
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ACTION PLAN
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
TIMELINE SHORT TERM (0 – 1 YEAR)
MEDIUM TERM (1 – 2 YEAR)
LONG TERM (2 – 3 YEAR)
U.S. Flagship stores
3PL Partner for distribuGon
Online presence in U.S.
U.S. MarkeGng campaign
ProducGon offices for China
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
PENETRATION OF U.S. MARKET
5 PILLARS FOR SUCCESS IN U.S. MARKET
Flagship Stores Design DistribuGon
Network
Online ProducGon
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
TARGET CUSTOMER SEGMENT
20-‐35 yr old urbanite
Graduate & young
professional
Not trend seiers
AcGve on social media
PracGcal, fashionable, affordable
ESSENTIAL TO UNDERSTAND UNIQLO’S TARGET CUSTOMER
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
BRICK & MORTAR FLAGSHIP STORES
KEY SUCCESS FACTORS
Targeted urban areas Local needs Supply chain management
STORE SPECS
200 SKUs 15,000 sq. feet
MARKETS
New York San Francisco Los Angeles Chicago Boston
OPEN 5 FLAGSHIP STORES PER YEAR FOR THE NEXT 3 YEARS
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
DESIGN TEAM IN U.S.
UNDERSTANDING U.S. CONSUMER IS CRITICAL TO ENSURE SUCCESS
In-‐house local team
Partnership with U.S. fabric manufacturer
Understand and cater to local needs
Monitor local trends
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
OUTSOURCE DISTRIBUTION IN U.S. Decision Criteria
Integrated technology for order tracking
Proximity to key markets
SaGsfy capacity
Advantages
Inventory management
LogisGcal efficiencies
KSFs
On-‐Gme delivery
Right product
Right quanGty
OUTSOURCE DISTRIBUTION TO 3RD PARTY LOGISTICS PARTNER
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
PRODUCTION IN U.S.
U.S. ProducGon
In-‐season products
Outsource to South American manufacturer
IdenGfy and engage with
10-‐20 suppliers
Longer shelf-‐life products
UGlize Chinese supply chain
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
ONLINE PRESENCE IN U.S.
Brand ambassadors via social media (snap chat)
Product placement
Ads (Facebook, SpoGfy)
Contests
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
SUSTAINABLE EXPANSION IN CHINA
ProducGon offices
DistribuGon network
Takumi Team
NEED TO ADAPT TO SCALE UP IN CHINA
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
PRODUCTION OFFICES OVERSEE GLOBAL SUPPLIER NETWORK
Bangladesh, Cambodia, Philippines
Quality control
Integrate with Uniqlo IT system
Forecast demand
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
JV WITH DISTRIBUTION PARTNER
• 8-‐10 distribuGon centers • Major Chinese ciGes DistribuGon
Centers
• Presence in key ciGes • Player with local knowledge • IntegraGon for presence
Decision Criteria
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
SCALE UP TAKUMI TEAM
Share best pracGces across teams
Quality control efficiencies (staGsGcal sampling)
ConGnuous training for knowledge sharing
TAKUMI TEAM IS CRITICAL FOR QUALITY CONTROL
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FINANCIAL PROJECTIONS
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
FINANCIAL ASSUMPTIONS AND PROJECTIONS
Sales Growth
Markets
Store count
Sales CAGR 12% over next 3 years Sales to reach 4,200B yen in 2018
Diversify more towards ROA and US. 100 new stores in China annually. 5 flagship stores in the US annually.
Store count CAGR 6% over next 3 years.
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
COST
$377M INVESTMENT OVER THE NEXT 3 YEARS
Item Cost
China store expansion $75M annually for 3 years
US flagship stores $15M annually for 3 years
Rest of Asia store expansion $5M annually
Online presence in U.S. $50M
MarkeGng campaign $30M
3PL distribuGon $2M
JV for Chinese distribuGon network $5M
TOTAL $377M
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
OPEN MORE STORES IN HIGH GROWTH MARKETS
DIVERSIFICATION WILL REDUCE RISKS AND MAKE UNIQLO A GLOBAL PLAYER
Store count split ROW
Japan China ROA US Europe, other
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STORE COUNT GROWTH
PUSH INTO HIGH GROWTH ASIAN MARKET, WITH FLAGSHIP STORES IN THE US
Store Count 2015 2016 2017 2018 CAGR
China 400 500 600 700 20%
ROA 320 330 340 350 3%
US 40 45 50 55 11%
Europe 24 24 24 24 0%
Japan 842 830 820 810 -‐1%
Total 1624 1729 1834 1941 6%
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RECOMMENDATION ANALYSIS FINANCIALS ALTERNATIVES ACTION PLAN
STRATEGIC BREAKDOWN
CONTINUE STRONG GROWTH IN FAST FASHION INDUSTRY
• Open 5 annual flagship stores • Online markeGng • Outsource producGon
U.S.
• OpGmize supply chain • ProducGon offices in key regions • JV with distribuGon partner
China
• Expand in high growth markets (India, Korea) • Online markeGng • UGlize Chines supply chain
Rest of Asia
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THANK YOU!