把消费者当小偷防，优衣库惹怒年轻人

Core Viewpoint - The article discusses the negative consumer experience at Uniqlo stores in China, highlighting issues of surveillance and privacy violations, which have led to a backlash against the brand [2][6][18]. Group 1: Consumer Experience and Surveillance - Many consumers have reported feeling uncomfortable due to being closely monitored by staff, with some even being followed and photographed under the suspicion of theft [3][6]. - Internal reports indicate that certain Uniqlo stores have a practice of labeling suspicious customers as "11号" (No. 11), leading to invasive monitoring and sharing of their images among staff [7][10]. - The practice of surveillance is reportedly directed by regional managers, indicating that it is a systematic approach rather than isolated incidents [6][12]. Group 2: Impact on Business Performance - Uniqlo's parent company, Fast Retailing, reported a global revenue increase of 9.6% and a profit increase of 16.4% for the fiscal year 2025, but the Greater China region saw a revenue decline of 4% and a profit drop of 12.5%, marking the first time both metrics fell in this market [21][23]. - The decline in performance is attributed to changing consumer preferences, with younger shoppers seeking more unique and fashionable options rather than basic items, which Uniqlo primarily offers [27][28]. - The company has begun to shift its strategy from aggressive store expansion to focusing on fewer, higher-quality flagship stores that enhance customer experience [29][30]. Group 3: Future Strategies - Uniqlo is attempting to improve its market position by enhancing store experiences and integrating digital services, such as online ordering and in-store pickup [31][32]. - However, regaining consumer trust after the surveillance incident may take considerable time, and the competitive landscape in the Chinese apparel market is intensifying [33][34].