运营优衣库的日本迅销集团宣布，从7月开始优衣库在日本市场销售的新商品有20%将提价。这部分新商品的价格涨幅将在10%左右。此番涨价是继去年下半年该品牌对旗下秋冬产品提价5%后，又一次大幅上调产品价格。接二连三的涨价究竟是何原因？一再试探消费者的价格承受力，优衣库为何底气十足？
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Continuous price increases started out of frustration</p
作为全球知名“快时尚”品牌，优衣库一向以亲民的价格、舒适的穿着感为业界称道，一件基本款POLO衫不过100元上下。消费者习惯在时尚百搭的款式和颜色中欣然选购商品，而无需惴惴地查看产品售价。正因如此，该品牌连续提价的举动成为业内热议的话题。
优他国际品牌投资管理总裁杨大筠在接受《中国纺织报》记者采访时表示，“快时尚”品牌有两大竞争力，其一是产品推新速度，其二是为广大消费者接受的价格。“优衣库这次涨价是市场环境和企业经营压力双重作用的结果，否则它不会如此大幅调价。”杨大筠说。
Talking about the reasons for this price increase, Fast Retailing Group Chief Financial Officer Okazaki Takeru said: “Companies have been working hard to absorb the pressure of rising costs, but now they have to make this decision.” The main ones listed by Okazaki Ken The reason is the depreciation of the yen �他指出，企业此前一直采用远期汇率等措施来降低影响，但日元贬值进入常态化，已经无法加以弥补� �</p
自2014年10月底日本央行扩大量化宽松计划以来，日元贬值10%左右。对优衣库自身而言，日元贬值使得企业进口原材料价格上涨，特别是羊毛和羊绒等珍稀材料的采购价持续走高，导致了生产成本的增加。在去年8月31日截止的财政年度，公司所作出的汇率预测是1美元兑换102.5日元，而不是目前的120日元左右。冈崎健对此表示：“经济环境如此，除了提价，我们别无选择。”
除了日元贬值导致进口成本增加，中国等代工厂的劳动力生产成本攀升，也成为优衣库提价的一大理由。据了解，优衣库在售的商品有60%～70%都是在中国工厂里生产的。记者试图联系优衣库在华的一家加工生产企业负责人，但这位负责人不愿详谈。他只表示，人工成本是所有出口企业不得不面临的问题。目前，我国纺织企业一线员工月薪在3500元左右，是东南亚一些企业的3倍之多。去年年底，全球知名物流企业UPS联合财新传媒发布的调研报告指出，中国出口制造企业在供应和需求方面都备受压力。其中，40%的企业表示，劳动成本上涨是其面对的大挑战。
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Market test for brand transformation</p
日元贬值和劳动力成本的攀升使得优衣库的涨价颇为无奈。但也有业内人士指出，不得已为之的涨价实为品牌转型的探索，其根据在于优衣库在抱怨成本上涨的同时，赢利却并未受到明显拖累。迅销集团财报显示，2014年9月~2015年2月，优衣库品牌日本国内销售额为4545亿日元，同比增长12.1%。在保暖内衣、轻型羽绒，以及卫衣卫裤等核心冬季产品热销带动下，折扣促销幅度下降，使毛利率按年提升了180个基点。同期，国际市场销售大幅上涨48.9%至3455亿日元，其中大中华地区和韩国的销售及利润增长均超出集团预估水平。
在全球消费市场企稳复苏的特殊时期，这样的业绩已足够亮眼。正是因为有了不俗的销售表现，优衣库也更有资本通过产品线的叠加,探索更多赢利可能。就在不久前，优衣库宣布将联合前爱马仕艺术总监Christophe Lemaire的个人品牌Lemaire，从今年秋季开始推出男、女服装合作系列。Christophe Lemaire工作室总监Sarah-Linh Tran表示：“优衣库的品牌理念也是Lemaire对待时尚的看法和哲学，因此我们一直期待和优衣库合作。”
“Hand in hand” with the former Hermès artistic director will undoubtedly add color to the design of the product. Although it is not known how this well-established designer positions the price of the product, at least Uniqlo’s market strategy to expand the product line has been traced. follow �或许正如迅销集团会长兼社长柳井所言，调整价格是为了创造更优秀的品质� �</p
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Brand fans come from one place to the end</p
无论是成本上涨导致的被迫行为，还是为品牌转型铺路的有意为之，对于一个发展得相当成熟的国际品牌来说，接二连三的涨价都需要有足够的底气。因为一旦价格超出消费者接受范围，不仅无法通过新产品线吸引更多的目光，很有可能损失一部分忠实的品牌拥趸者。
In this regard, Yang Dayun analyzed: “Uniqlo must have conducted research before raising prices. Can consumers accept the price increase? What is the appropriate range? This requires research data to support. Judging from the current development status of the brand , a solid consumer base is its market foundation, and judging from its product positioning, even if the price is increased by 10%, the final price will not be unacceptable. ”</p
在2014年的秋冬新品销售工作上，优衣库首次在日本市场实施了全面涨价，主体价格上涨了5%左右，同时也提高了贴身内The functionality and quality of clothing and other products. Judging from customer flow and sales, there is basically no loss of customers. Industry insiders pointed out that because consumers who buy Uniqlo value quality more, as long as the final selling price of the product is in an equal relationship with its added value, consumers can still digest the product price increase. In addition, due to the Japanese government’s economic stimulus measures, employee wages of Japanese companies have increased. Coupled with the decline in oil prices, the relief of consumption pressure has also promoted the increase in purchasing power.
在中国市场上，优衣库也拥有一批稳定的消费群体� �在位于北京朝阳大悦城的优衣库店面里，一位女性消费者正在挑选基本款的打底裤，在她看来，优衣库属于实用型的“快时尚”品牌� “The clothing is comfortable and simple. It doesn’t just follow the trend. Compared with other brands, it is more suitable for parents to wear. For products such as polar fleece outerwear, shirts, lightweight down linings, etc., Uniqlo still has advantages. If the price increase is within a reasonable range, Even if the price is the same as other brands, I will still choose Uniqlo out of trust in quality. ”</p
有着这种想法的中国消费者不占少数，多年来，优衣库也一直凭借差异化的定位在中国市场稳步发展� �杨大筠认为，优衣库在中国市场上已经打下了良好的品牌基础，所以即使在中国市场提价10%，也不太会影响终的产品销售�
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