UNIQLO'S "Unconventional" O2O Mode Wins Users' Hearts.

Under the P line, traditional retailers are facing great challenges. Apparel brands are paying for the extensive growth of the past few years, and the pain of high inventory is continuing.

But UNIQLO is a special case. Its offline stores are expanding against the trend, and online development is making great progress.

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Except for its stores in Beijing, Shanghai and other major shopping malls, another feature that attracts people's attention is the WORLD UNIQLOCK marketing activity. UNIQLO combines beauty, music and dance with its own clothes, and displays them through online APP format, even letting consumers from "I hate watching advertisements" to "P".

The above mentioned shop wide shop and online interest marketing mode are only part of the UNIQLO O2O mode. The author collated the detailed information for readers to learn from.

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< p > < strong > line takes interaction as the main line to start marketing < /strong > /p >

< p > UNIQLO began to explore online marketing strategy in 2008 and has achieved good results in several marketing events.

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In 2008, UNIQLO launched the UNIQLOCK on the blog. This is a clock that combines beauty, music, dance and UNIQLO's main costume. This clock complied with the Interesting interest principle of the integrated marketing 4I principle: the number above the clock shows the current time, and every 5 seconds will enter a random movie. The characters in the movie are dancing or upstairs, and of course, all these characters are wearing the P season's main costume.

The clock can be downloaded and installed on the blog website as a plug-in, which directly establishes the connection between the audience and the brand. This way also allows the audience to fall in love with advertisements.

By the end of March 2014, UNIQLOCK has launched 8 editions, with more than 200 million trips and 500 thousand downloads in more than 200 countries.

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< p > 2009, UNIQLO launched the calendar UNIQLO CALENDAR. This calendar will combine the three parts of the different seasons' images, music and UNIQLO costumes, and it can be displayed on the blog page. Consumers can understand the clothes and accessories sold by UNIQLO in the calendar according to the calendar.

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< p > 2012, UNIQLO alarm clock UNIQLO WAKE UP was launched online in the form of APP, about 4 weeks online, and it broke through 500 thousand times. This can bring convenience to consumers, downloading 196 countries and regions, far exceeding the area covered by UNIQLO's physical shops.

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"P" is popularized in the form of clocks and calendars. UNIQLO has created a concept marketing. UNIQLO brand has "encroachment" on the minds of consumers. At the same time, this marketing mode has also played a role in promoting UNIQLO's own products.

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< p > try SNS, triggering network queuing: UNIQLO has launched a social game based on SNS, consumers can choose their favorite cartoon characters in the game, participate in the queue of brand promotion, and may meet their SNS friends in the queuing process. The winning information will push each other, thereby enhancing interaction.

The basic Award for queuing is the discount coupon for the brand. Consumers can take the coupon to the brand store to consume.

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In 2010, UNIQLO first put the queuing game on Facebook and Twitter. Users can log in to the UNIQLO official website through the accounts of these two websites and queue up to receive coupons. According to statistics, this activity attracted 60 thousand people to participate. In 2011, UNIQLO took the queuing game to enter the mainland of China. The partners were the relatively red SNS platform Renren net. On the one hand, everyone opened the API, there were many applications that could be operated, on the other hand, everyone was close to Facebook, and before that, UNIQLO had accumulated relevant experience.

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Such a queuing raffle event, if P is simply opened online, will not have much influence on the numbed users, but will combine it skillfully with SNS to enhance user interaction on the network. The new way will be more dynamic, and allowing users to get coupons can increase the sales volume of offline stores.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > UNIQLO < /a > the queuing game launched on Renren platform is a very successful promotion.

It is understood that at the end of the game, a total of 1 million 330 thousand people participated in the queue, which directly led to the successful sale of the shop under the UNIQLO line.

And the online part of UNIQLO has also gained a lot of benefits. During the activity, UNIQLO website has more than 100 thousand UV per day, which is 5 times higher than that before the activity.

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P launched APP, location service is convenient for offline drainage: in 2013, UNIQLO launched its official mobile application UNIQLO APP. Users can find information about their nearest stores, contact modes, business hours and sales range through location service in this application. Users can also find the route to shop by means of navigation tools; this application will push promotional messages to consumers in time.

The shopping link is to get through with Tmall, and consumers can finish one-stop shopping directly on the mobile phone end.

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< p > < strong > strengthening the physical shop under the line, promoting the < a href= "http://www.91se91.com/news/index_c.asp" > APP < /a > /strong > /p >

< p > as seen from the beginning of this article, UNIQLO can be seen in many shopping malls in many cities in mainland China. I understand that by the year August 31, 2013, UNIQLO's physical shops in mainland China were 225 (UNIQLO official website information), while UNIQLO's plan was to strive to open 80-100 NEW stores a year.

UNIQLO stores are mostly located in the bustling areas of the city. On the one hand, they can increase the role of brand promotion. On the other hand, the relatively large passenger flow in department stores helps greatly in improving sales volume.

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< p > in addition to launching various online attracting activities, UNIQLO has been actively exploring ways to improve the experience of offline stores.

New York UNIQLO flagship store is the first clothing retailer to introduce Starbucks coffee shops in the United States. In addition, in order to increase the user's staying time, UNIQLO stores tables, chairs, sofas and iPad, which can also attract consumers to browse online and increase sales.

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< p > in addition, the entity store under the UNIQLO line is a good undertaking and guide for its online part.

UNIQLO actively recommends its own APP to offline users in the form of promotion or discount. It even reminds consumers that using the APP scan to make product two-dimensional code can enjoy discounts.

Of course, in order to achieve the promotion effect, UNIQLO conducted large-scale training for the staff in the shop.

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< p > < strong > online and offline integration, anti conventional a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > mode won the user's heart /strong > /p >

< p > UNIQLO, with the hottest platform on the Internet, detonates marketing and promotes marketing while promoting brand awareness. At the same time, UNIQLO will see where potential customers are based on big data, and decide where to open the store. The offline store promotes its online APP by means of preferential discounts and other "temptation" to achieve online diversion.

Unlike many companies that have stepped up online construction and reduced the number of offline businesses, UNIQLO has stepped up the pace of laying shop under the line, but is speeding up. This unconventional play has made UNIQLO a more mature O2O model among apparel retailers.

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