In the modern world we live in, international business plays a key role in the functionality of the country's resources and economy. The ease with which people can purchase goods from another country and the outsourcing of brands has meant that international barriers have been broken down and large companies are more accessible than ever. In recent times, the huge and unbridled rise of the multinational company is the famous Japanese clothing brand UNIQLO. The full name of UNIQLO is UNIQUE CLOTHING WAREHOUSE, it is defined by the inner meaning of useless decoration, decorative, abandoned warehouse, warehouse-type stores, supermarket shopping using self-service model, in order to provide customers with a reasonable and credible price for raw materials. It is probably the most successful local fast fashion brand in Japan, started in the 1980s and developed in the 1990s. In the 1980s, Uniqlo focuses on the basic design of unisex casual clothing, such as shirts, jeans, sweaters, etc., although these are fashionable clothes, but they keep up with fashion changes. Secondly, the introduction of Japan's first clothing sales hypermarket, in the form of warehouses, with "reasonable and credible prices and continuous ample supply, allows consumers to shop in one stop. The most important thing is to move the factory to cheaper locations, lowering production cost, allowing consumers to remain extremely low compared to other fashion outlets but at the same time maintaining a high quality rate through the unique planning, development and sales system of the product for store operations to achieve cost reduction, the form of leisure brand preferred by Japanese consumers Uniqlo is not satisfied with the success achieved in the late 90s of the last century, Uniqlo to adapt the market. Chinese, expanding the Chinese market share has an important significance for improving the global competitiveness of the multinational. In the early 20th UNIQLO entered the Chinese market, it remains unclear due to changes in macroeconomic policy and Chinese market, so it is in a passive strategic situation. , the initiative is very difficult to get competition; Now, thanks to more than 10 years' understanding of China market, it also has ways to develop and expand in China market. With China's deepening of market orientation, especially in 2001, the Chinese after joining the WTO, the WTO platform based on it, a clear judgment on the development of the Chinese market, and from the general actively to competition in the Chinese market in overall strategic planning, rather than simply with technology or funds to pursue a point one of retail business and profits.