Research on Marketing Modes of New Retail Based on 4C Principles: a Case Study of UNIQLO

With the increasingly prominent diversification of consumer demands, a single sale channel via either traditional retail stores or e-commerce cannot meet consumers' desires for touch and instant gratification, good shopping experience as well. Driven by new technologies, the concept of New Retail was introduced in 2016 integrating online and offline resources to accurately grasp customer needs and better serve consumers, it ultimately cushion the slowdown in the growth of Total Retail Sales of Consumer Goods. For many clothing retailers, the rapid development of online e-commerce has boosted their sales, but then has greatly impacted sales performance of their physical stores. However, the past three successive years from 2016 to 2018 have witnessed UNIQLO's great success of being clothing sales champion in TMALL. As a foreign brand, it continues to expand in China even as the clothing industry slows down year by year, with more brands closing stores sharply. Therefore, this paper attempts to analyze how UNIQLO applies the New Retail marketing modes in China to accurately meet the needs of consumers, maximizing shopping experience based on the 4C principles. Keywords—New Retail; 4C principles; marketing; UNIQLO