In the modern world we live in, international trade plays a key role in the functionality of the country's resources and economy. The ease with which people can buy products in another country and the outsourcing of brands have now broken down international barriers and made big business more accessible than ever. In recent times, the famous Japanese clothing brand UNIQLO has experienced a considerable and unbridled rise in popularity. UNIQLO's full name is UNIQUE CLOTHING WAREHOUSE, it is defined by the interior sense of unnecessary decoration, decorative abandoned warehouse type store, supermarket using self-service model, in order to provide Reasonable and credible pricing customers who want raw material prices. It is arguably Japan's most successful local fast fashion brand, established in the 1980s and expanded in the 1990s. In the 1980s, Uniqlo focused on basic design of unisex casual clothing, such such as shirts, jeans, sweaters, etc., although these clothes are fashionable, but follow the development of fashion. Second, the introduction of Japan's first hypermarket-style clothing sales, in the form of warehouse stores, with "reasonable and credible prices and large continuous supply, allows consumers to have a one-stop shop." The most important thing is to move the factory to cheaper locations, thereby reducing the cost of production, allowing prices for consumers to remain extremely low compared to other fashion outlets, while remaining at a high level of quality . Through the unique product planning, development and sales system enabling store operations to reduce costs, form. of the Japanese consumer's favorite leisure brand.But Uniqlo is not satisfied with its success at the end of the 1990s of the last century, Uniqlo to adjust the...... middle of paper ......uh the Chinese market, increase the share of Chinese market, it is important to improve the global competitiveness of the multinational company. At the beginning of the 20th UNIQLO entered the Chinese market, remains uncertain due to changes in macroeconomic policy and the Chinese market, so it is in a passive strategic situation. , the initiative is very difficult to obtain support; Today, with more than 10 years' understanding of the Chinese market, it also knows how to develop and expand in the Chinese market. With China, the deepening of market orientation, especially in 2001, after China joined the WTO, the WTO platform based on it, a clear judgment on the development of the Chinese market, and active global competition in the Chinese market in overall strategic planning, rather than simply having technology or funds to pursue a retail and profit goal..