UNIQLO O2O "Unconventional" First Test The Water After Opening Shop

< p > < a href= "http://sjfzxm.com/news/index_f.asp" > double 11 < /a > this year, UNIQLO's debut is amazing, but in fact, it is not only in double 11, but also in the usual sales of UNIQLO, and sales have entered the level of 100 million yuan.

This article focuses on the mobile strategy of UNIQLO, which is mainly manifested in the location and function of APP.

Compared with O2O who overthrew the traditional electricity supplier, UNIQLO's < a href= "http://sjfzxm.com/news/index_f.asp" > O2O < /a > is the most rational and the most stable.

Now let's learn more about it.

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< p > why should I write O2O of UNIQLO? This year, I heard more than one electric business friend recommended to me. "O2O of UNIQLO is the most mature and systematic" at present, which has aroused my curiosity.

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< p > what you need to know is that after four years in Tmall, UNIQLO did not participate in the first 10 years until this year. It has played a key role in O2O. This is a key signal. The Chinese electricity supplier market is mainly from the wholesale explosion mode, and has stepped into the stage of brand e-commerce evolution. Especially the mobile Internet and O2O are in the eve of the outbreak. UNIQLO must cut in advance.

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< p > for this reason, I have also asked some friends. The first impression is that the a href= "http://sjfzxm.com/news/index_f.asp" of UNIQLO, the electricity supplier < /a > and the O2O strategy are very "unconventional", which almost brought me a huge subversion of thinking.

But in depth understanding, it is found that UNIQLO is so rational that it is the most rational and robust company compared with many people who cry out against traditional retailing business, and those who are on the top of the e-commerce channel, and call for the integration of O2O.

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< p > gossip and talk less about how UNIQLO is "unconventional" in my eyes. Maybe it will upset your understanding of O2O.

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< p > strong > 1. UNIQLO O2O will not doubt, weaken or discard the offline stores, but will tilt its focus to it.

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< p > there are many discussions about the "window effect" of the entity store. The electricity supplier will destroy most of the physical stores. This has almost become a mindset, and some chain giants are going to stop and shop this year. The prospect of the store seems to be getting more and more confused.

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"P" is different from UNIQLO, which is almost the opposite.

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< p > first, speed up shop opening.

As far as I know, next year, the expansion of UNIQLO's stores in China is speeding up, and the number of new stores will grow by 30% over the same period last year. This is partly due to the APP and O2O tests of UNIQLO and good results.

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< p > this is a typical case that mobile Internet will draw the world.

At present, the stores of UNIQLO are mostly in the second tier cities, while the users of UNIQLO APP and Tmall flagship stores come from all over the country, so there is a train of thought of "loading APP first and then opening shop".

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< p > UNIQLO, through the promotion of < a href= "http://sjfzxm.com/news/index_f.asp" > APP < /a >, enables more and more users to know their brands and enhance their popularity, so that more users can have a desire, and they expect that UNIQLO will open their stores in their own cities.

At the same time, according to the user's geographic location, daily activity and other related data, to provide shop location and rhythm control reference.

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< p > How do UNIQLO avoid double line and enhance the competitiveness of entity stores?

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< p > first, it achieves the same price between online and offline, so as to avoid the impact of online channels. This seems to have become a O2O standard, not to talk about; < /p >

< p > secondly, it will attract customers to shop in many ways. For example, APP provides location guidelines for the surrounding stores. The online APP offers the two-dimensional code of coupons which are specially designed and can only be scanned in the physical store, so as to realize the drainage from online to store; < /p >

< p > in addition, UNIQLO has adopted the strategy of "designated product partition + time interval" for commodity discount.

The so-called "product segmentation" mainly refers to the online and offline discount items are specially designated, and in the type of a distinction.

The so-called "time interval" specifies the time period of discount activities and adopts the method of peak sorting. Users can miss the online discount and wait patiently for the discount period coming from the stores.

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< p > strong > two, UNIQLO APP does not sell heavily, reinstall the amount and brand exposure rate, and actively promote offline online stores to the online diversion.

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< p > roughly understand and calculate, the installation amount of < a href= "http://sjfzxm.com/news/index_f.asp" > UNIQLO APP < /a > in China should be around 3 million. If the user opens at least once a month, the monthly activity will exceed 50%.

This is a good pcript.

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< p > even so, the order conversion rate and sales volume are not the indicators of UNIQLO assessment APP, but more attention is paid to the expansion of the installation volume, especially the location of users' mobile phones in the open shop area, and the exposure rate is increased through brand communication.

In this way, wherever it goes, it can quickly accumulate popularity and reduce the cost of opening new stores including hot spots and promotions.

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For this reason, UNIQLO is actively selling its own APP to users, which is low cost and directly effective to users. P

In a year, UNIQLO's stores will have 3~4 promotion activities, from shop assistants to store managers and in store broadcasting to spare no effort to push the installation of app. This is a full target.

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< p > I understand the data is that in April this year, from 15 to May 1st, the first online O2O activity of UNIQLO APP, every one hundred users will have 30~50 users choose to download APP and complete the purchase, the effect is very obvious.

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< p > its promotion way is also more interesting. It is through the store radio and the cashier's reminder that users can enjoy a better discount if they use APP to scan the two-dimensional code of the specified product.

All product 2D codes are specially designed and can only be scanned by APP of UNIQLO.

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< p > for this reason, UNIQLO has carried out large-scale training for the employees of the store, in order to enhance the installation capacity of APP continuously with the help of big promotion.

Of course, there is no complex issue of interest distribution, but a company rule, and staff can be implemented accordingly.

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< p > strong > three, the official website and APP of UNIQLO are all directed at < a href= "http://sjfzxm.com/news/index_f.asp" > Tmall flagship store < /a >, there is no membership system, no integral system, and the electricity supplier has strong instrumentality.

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At the beginning of its creation, UNIQLO chose a strategy different from that of Gap and Zara. Its founder firmly believed that imitating others alone could not win the game. So there was "Made For All" brand value, that is, producing the basic clothing that everyone could wear. This concept is almost completely different from the only fashionable brand that actively seeks change and seeks P.

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< p > this makes UNIQLO constantly make breakthroughs in the supply chain and the application of new fabrics (for example, the lightweight feather down series, which is said to have been a hand of Shanghai), and brings a peculiar phenomenon, that is, UNIQLO has no membership system and no "integral".

In the eyes of UNIQLO, it is a good friend of human beings all over the world. Whether you come for the first time or the one hundred time, it will treat you equally.

This is a simple and unusual logic of thinking.

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< p > for example, why UNIQLO insisted that users should go to stores to use discount discounts, and specifically designed two-dimensional code that could be scanned by their own APP, which effectively avoided the waste of coupons.

UNIQLO's money saved on coupons and membership management systems can be invested in the pformation of offline stores.

At the same time, because there is no complex membership system, online and offline mutual diversion and activities are easier to get instant results.

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P, APP, a small partner of UNIQLO mobile promotion and operation, said that UNIQLO's APP is more like a tool to increase customers' consumption viscosity and provide real value discount activities for direct use online.

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< p > at the same time, careful observation will find that UNIQLO's official website and APP in China, all traffic flows to Tmall flagship store. This is unthinkable.

After all, users of the platform are platforms, settling users into their official website and doing CRM management well, which is what many brands dream of. A href= "http://sjfzxm.com/news/index_f.asp" and UNIQLO /a do not do so.

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< p > the above ideas may not be suitable for most brands to learn from, but how to stick to their brand values and study the underlying reasons behind UNIQLO's doing so is a question that every O2O brand maker should seriously ponder.

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