UNIQLO O2O Online For New Stores Under The Line Drainage

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Xiaobian network to introduce the UNIQLO O2O mode strategy, online offline store for new drainage.

Recently, in

At the brand retail seminar, Hu Guoxun, Minister of fast fashion UNIQLO EC (e-commerce), revealed that only more than 10 people in the e-commerce team of UNIQLO have been trying to sell the frontier, and have accumulated some experience in online and offline joint marketing.

Online conversion rate under the single line is not high.

UNIQLO has tried for three months, allowing users to place orders online and offline stores, but the final conversion rate is very low.

Hu Guoxun explained that there are two main reasons: first, China's distribution costs are very low, compared with the self mentioning, consumers prefer to send to their homes or companies; two, the IT system of stores and electricity providers has not been opened up, and consumers need to express their stores to the stores, which requires EC department to express to stores.

In addition, the products of UNIQLO stores have their own plans, and there are no surplus places to put the electronic business packages.

Stores can drive local users to online purchases.

Hu Guoxun said that according to the sales data of UNIQLO, the more outlets there are, the more online sales will be.

Because consumers go to stores, they can experience the quality and service of UNIQLO products, and the recognition of brands will be higher.

Since its formal entry into the Chinese market in September 2002, UNIQLO now has about 260 stores nationwide.

At present, there are more than 80 stores in Beijing and Shanghai, and Southern China, central China and southwest China will be the key areas for future development of UNIQLO.

According to Pan Ning, senior executive vice president of global marketing group and CEO of Greater China in UNIQLO, according to the plan of UNIQLO, 80~100 new stores will be opened in Greater China every year, and the stores with poor performance will be closed.

Online new outlets for offline drainage

According to media reports, UNIQLO's O2O strategy is online drainage, and Hu Guoxun said that UNIQLO would drain from line to line.

UNIQLO opens more than 80 stores every year, requiring online new traffic.

UNIQLO will attract customers to shop in a variety of ways. For example, APP provides location guidelines for the surrounding stores. The online APP coupon codes are specially designed, which can only be scanned in the physical store, so as to achieve online shopping.

Do not make special contributions Online

Different from other traditional brands, the products of UNIQLO online and offline are of the same quality.

"Unless there are some special products on line and offline, UNIQLO absolutely does not make electricity providers special contributions, so that the quality of consumer confidence online products is the same as offline."

Hu Guoxun said.

In addition, UNIQLO treats all users equally, without membership or scoring system.

"Everyone is our user, and UNIQLO does not discriminate."

Hu Guoxun said.

Online marketing costs are very low.

Although many brands are doing a lot of marketing online, Hu Guoxun reveals that the marketing cost of UNIQLO online is very strict: the cost of a through train can not exceed 1000 yuan per day, plus the cost of drilling and opening can not exceed 100 thousand yuan per month.

He believes that the core competitiveness of online brands is still on the market, and the idea of UNIQLO is to concentrate on industry.

In addition to controlling marketing costs, UNIQLO also strictly controls gross margins on the line.

"Double 11" activities, UNIQLO is the fastest turnover to 10 million of the clothing brand, why lack of stamina? Because of insufficient stock.

Why do we not stock enough? It's because we don't give goods and hurt gross profit.

Hu Guoxun said that UNIQLO did not have the demand to clear inventory in the 11 11, but the passenger traffic would double.

At the same time, compared with other brands, UNIQLO online stores pay special attention to fast sales, and the discount rate of products in the season is faster than that of similar products.

The average turnover time of UNIQLO average stock is 83.72 days, which is more than half of that of domestic service companies.

UNIQLO's unique global business model in China

UNIQLO's online channels in China are only official website and Tmall store, and the final product page of official website will jump to Taobao and share Taobao's background.

The flow of UNIQLO App is also directed at Tmall stores and stores. The focus is not on sales.

In this regard, Hu Guoxun said that UNIQLO's sales model in China is unique in the world. In Korea and Le Tian, other countries are building independent websites.

According to Pan Ning, senior executive vice president of global marketing group and CEO of Greater China in UNIQLO, it will not rule out the development of its own e-commerce platform in China in the future.

Online sales target is doubled.

Pan Ning said that at present, online sales of UNIQLO account for about 6% of the overall sales of UNIQLO China, but the proportion will be increased to 20% to 30% in the future.

In addition to sales growth, UNIQLO is actively exploring interaction with users.

It is understood that UNIQLO insiders revealed that UNIQLO will allow users to interact in the future.

"Users can share shopping experience. The advantage of doing this is that good feelings spread very quickly, and on the other hand, bad things can be shared very quickly."

Hu Guoxun said that in the first half of 2014, it was ready for sale in March in the first half of March, and is now preparing for double 11 next year.

UNIQLO on China Online

The expectation is very high, and the annual sales target should be doubled.

UNIQLO is currently the fourth largest apparel retailer in the world, and the Greater China region is the second largest regional market after Japan. In 2013, Tmall's double 11 sales volume exceeded 100 million.