Rich has 17 years of experience in e-commerce including website design, digital marketing, and operating e-commerce sites. He wants to use his expertise in digital marketing and e-commerce to globalize and achieve his goal of working for Uniqlo by 2020. He has a business plan to achieve 975 million yen in gross sales for Uniqlo's Taiwan e-commerce in 2017, representing 15% of their total Taiwan sales. His segmentation highlights his global vision, e-commerce technical skills, and logical problem-solving abilities.

1. 電子商務經營提案
RICH WU

2. 始めまして、私はRichです。
自分は「eコマース」を経験しておりまして、webサイトの設
計からDigital marketing、そしてECサイトのブランド経営な
ど、１７年の経験を積んでおります。
趣味は撮影とファッション。
自分が持っているDigital marketing及びeコマースの専門を生
かし、グローバル化にしていきたいため、2020年までこの目
標を完成させたいです。
ＵＮＩＱＬＯにてその人生の夢を実現したいと思います。
よろしくお願いします。

3. IN THE EYES OF MY FRIENDS
# Perseverance strong
# Positive
# Continuously learning
豪気
好奇心が強い
積極性がある

4. MY PRINCIPLE
Focus Adaptable Competitive Teamwork
集中力 順応性 競争力 チームワーク

5. WHAT KIND OF PERSON I WANT TO BE
2000 2006 2008
2012
2017
2020
Global
Business
Owner
Web
Designer
Engineer
Web
Marketer
eCommerce
Business
Planner
eBusiness
Owner
Channel head
eBusiness
Owner
Channel head

6. WHY I CHOOSE UNIQLO
私は世界で活躍したいと思います

7. WHAT EFFORTS I MADE
• Understand every kinds of ecommerce business model.
• Learn from work to know more about social marketing and digital tool.
• Start to own my business P&L as a manager.
• Practice to do the sales forecast and modify when needed.
• Set up annual sales plan according the target.
• Improving my second language English and Japanese if needed.

8. BUSINESS PLAN

9. POSITIONING
FashionBasic
Cheap
Expensive

10. SWOT ANALYSIS
• High-end Quality at Low Cost
• Innovative fabric technology: HEATTECH &
AIRism
• Japanese Identity
• Excellent relations with manufacturers to
“secure stable high volume supply of top
quality materials”
• Largest Apparel-retail Market Share in Asia
STRENGTHS
• Smaller selection of fabrics and clothing styles
than competitors.
• Risk of reliance on certain regions for
production.
• Lake of exclusive campaign online.
WEAKNESS
• Positive brand awareness among conscious
fashion-heads.
• Popularity of large format stores.
• Rising purchasing power and increasing
influence of Western culture in China.
OPPORTUNITIES
• Stiff competition from global operators like
H&M, Zara and Gap.
• High speed local brand challenge like Lativ.
THREATS

11. THE PLAN
MISSION STATEMENT
To continuously provide fashionable, high quality lifewear at the
lowest prices in the market. Uniqlo’s essence is of pure functionality
woven with innovative Japanese technology, re ned by culture.
Uniqlo is stylish apparel for everyone, for every occasion.
Establish omnichannel for customers via digital approach.
OBJECTIVE
Achieve 975 million yen gross sales in 2017 Taiwan ecommerce.
Achieve 5 trillion yen in 2020.(Taiwan ecommerce 15% of total sales)

12. 4P MARKETING STRATEGY
PRODUCT
Continuously providing fashionable, high
quality lifewear at the lowest prices in the
market.
We should leverage big data from our
website to find out what customer
interest and fast feedback.
PRICE
Keep Leveraging SPA to offer lower
price with high quality.
PLACE
Set up omnichannel(O2O) for customer,
which they can buy anytime anywhere.
Optimize online shop UI/UX and mobile
device experience.
PROMOTION
We already good at creative campaign,
but most important is to have
inclusive online campaign to
communicate with online customer.

13. 4C MARKETING STRATEGY
CUSTOMER’S NEED
Customer need to buy a cloth which is easy to
worn together with a convenient way among
store, online or mobile.
We could find out more their need from online
sales, buzz and keyword.
CUSTOMER’S COST
Leverage online KOL to be our
celebrity for cost down the cost in
customer’s mind.
CSR policy.
CONVENIENCE
Set up omnichannel(O2O) for customer, which
they can buy anytime anywhere.
Optimize online shop UI/UX and mobile device
experience.
Fulfillment system optimization like 有明物流
which made customer in Tokyo can get their
parcel in 3 hr.
COMMUNICATION
CRM is a must!
We need to define our customer’s
status and communicate with them
with different content.
Inclusive communication like case of
吉祥寺

14. 2017 TAIWAN MARKET SALES FORECAST
3億円x65店先=195億円 間売上高
電子商取引の売上高195億円x5%=9.75億円
電子商取引の月次売上高9.75/12= 7,500万円
注文数が必要7,500万円/5,500円顧客の平均価格=13K
人々の需要13K/2%受注変換率=650K

15. 2017 TAIWAN ONLINE SALES FORECAST
2017 プロモーション期間
売上収益 9.75億円 100%
売上原価 5.85億円 60%
総売上高 3.9億円 40%
営業経費 2.4億円 25%
営業利益 1.5億円 15%

16. DEVELOP CALENDAR PREPARE FOR 2018
APR MAY JUN JUL AUG SEP OCT NOV DEC
Catch up the business
Intern in store
Make 2018 sales plan

17. RICH’S SEGMENTATION
# Global vision and ambition
# Ecommerce technical capacity
# Logic and ability to solve the problem