Transferring Retail Format of Hybridization: A Case Study of UNIQLO in Mainland China

The debate about standardization and adaptation of the transfer of retail formats is a key issue in the field of retail internationalization.While it has been recognized that "Glocalization" or "Hybridization" approach is significant in much of the existing literature.However, there is still a lack of knowledge regarding the competitive advantage for the standardization and adaptation in international retailers.A case study of the successful operation of UNIQLO in Mainland China helps in understanding why retailers do succeed in all international markets.The paper also identifies important factors in the strategies of "Hybridization".These include the concepts of "Standardization of specific advantage" and "creative adaptation" to the case study.