UNIQLO Wu Pinhui: Virtual And Social Integration To Deepen Brand Influence

Wu Pinhui, chief marketing officer of UNIQLO Greater China, shared the experience of UNIQLO in promoting product and marketing innovation under new technologies such as social media and Internet of things.

She believes that the most important thing in mobile era is to connect consumers with products and social networks through original stories from consumers.

Wu Pinhui said, for example, in the more than 10 second tier cities, UNIQLO shop stores a virtual mirror.

In this virtual environment, consumers can experience fashion trends from Paris and London.

Through the social networking platform, consumers and this activity are linked together to tell consumers that a different set of clothes has different tastes.

Wu Pinhui said that after the event, the brand has far-reaching influence.

On the line for just two weeks, UNIQLO WeChat pays attention to the growth rate of fans more than 4 times.

The average rate of user sharing is 67%, up to 85%.

If in peacetime, single word communication only 10% of the results.

Finally, she concluded that this unique experience is a change of behavior in terms of consumption, and mobile phones, social networking and so on are all ways to bring consumers a better way of life.

Below is

Speech record:

Good afternoon, everyone, dear guests! Just now we heard some excellent ideas from Coca-Cola vice president. Let's talk about something relaxing.

。

Before introducing the case of UNIQLO, I will talk about UNIQLO soon.

UNIQLO is the first of fast selling group.

A retail brand.

But unlike other retailers, we have a line from product design, development and production.

At present, in Asia and China, we are N0.1, from the number of stores we open.

There are nearly 400 stores in Greater China, and Asia and China are the only brands that currently maintain more than two digits per year in the retail industry.

In China Asia, we have been selected as the best employer in the retail industry.

Although we are a retail brand, what is the biggest challenge facing retail brands in the mobile world? How can we get rid of retail thinking and create brand experience without time and space constraints? Therefore, our brand philosophy is LifeWear.

Chinese has a saying, clothes, food, shelter and entertainment.

A garment is not a garment to wear people, but a person to wear clothes.

Clothes can change a lot of things.

The clothes that you wear at work, the clothes you wear when you play, the clothes you wear when you are in a good mood, and the belief of UNIQLO is that by changing the way you dress, whether fashionable or functional, by changing the wisdom of making clothes and the wisdom of wearing clothes, for example, in winter, people feel that they will wear a lot of warmth. UNIQLO invented clothes that could keep warm as long as one thing, the warmer, lighter, warmer and warmer.

In retail, how can we convey the spirit of brand to consumers besides the retail market? Of course, products are the most basic.

In our category, there are clothes that are suitable for various occasions, whether functional or fashionable.

Of course, this is not enough. As the retail industry, who will drive more than the store, whose flagship store is the most, and who will have the biggest effect.

In China, I believe people who go to UNIQLO stores say that service is very important in retail business, but this is also basic.

Only with good service can we not impress consumers.

Some people will say that the electricity supplier is also very developed.

So UNIQLO in China, we have a large business platform, business is also the largest.

But do you think this is enough? It is not enough for us.

All LifeWear permeates people's lives and inspires people all the time.

So in addition to these basic things, UNIQLO has done a lot of work in all social platforms over the past few years.

We have more than ten million fans online every day, through our WeChat, micro-blog, App and electricity providers, timely feedback to us.

What kind of clothes does he like today? What color do he like tomorrow? How does he feel about it today?

Through these data, we can know in time where the customers are, what materials they need, what kind of experience they need for LifeWear, what kind of knowledge they need to match, and we communicate with them through these platforms.

This opportunity is still infinite.

We have more than 310 stores in China.

But there are so many cities in China. In fact, many cities still can't go.

So where are our opportunities? Our opportunity lies in the fact that Chinese consumers are real LifeWear. Even if they haven't come to our market, he has heard friends talk about how we can make these people move.

In addition, people who have heard of tens of millions or billions of people in China's 1 billion 300 million population who have heard of UNIQLO and used UNIQLO can resonate with the brand.

Share the story and experience of this brand on a community platform.

So there are two key words, one is Mobilize, the other is Connect.

The platform is very simple, we are retail, so we still need the market and business.

In more than a dozen cities in a second tier city, we have set up a digital technology. We have set up a mirror which can be virtual in the mirror. I am wearing this set today. I made a speech in Paris, and I ordered Paris to enter the virtual environment, so that consumers can experience what Paris fashion is and bring consumers experience.

Although I may have never been to London or Paris in my life, I feel as fashionable and as fashionable as they are after wearing this suit.

This is an experience of retail outlets.

So many cities in China cannot be installed in every shop.

So how to use the mobile platform to let consumers experience Connect?

We work with Tencent to photograph the platform you wear and choose the scene you want to share with your friends.

This is the design of our entire platform.

The best way to get dressed is to wear clothes.

Similarly, a suit of different people wear different tastes.

We provide different platforms for consumers to tell us how you feel when you wear this suit when you exercise. Why do you think this is a good dress?

When you play with your kids, why are your kids happy? What does this suit bring to him?

This screen is in all our cities, and on every platform of our platform, as long as the shop opens, consumers upload this picture.

This is our consumers from all cities in China, letting consumers tell us what to do well.

The consumer is very cute, and some of the consumers are very active, showing the mood with body language.

In particular, the most touching thing is that the old couple in the upper left corner are 70 years old. We passed on the best consumer photos in the first week of the event, and invited the consumers to vote for what they thought was the best companion.

Then we passed it on in the evening, and there were more than 50 thousand votes on the day of the mobile platform.

The best companion is the old couple. He said that even if you are old, you have to hold your hand for a lifetime.

This is how we want Connect to live their lives.

Next, please ask our staff to put a video to show you how to carry out this activity on the Internet and in the physical store.

You may be curious. It looks very interesting.

What is the actual impact on our brand?

I told you that only two weeks after the event was launched, WeChat's concern for fans increased by more than 4 times.

The friend who took part in the activity voluntarily sent out to share with friends circle the average rate was 6 to 7, the highest was 8 to 5.

Usually we do an activity, if only the one-way communication of the text, about 10% will be good.

In terms of our base.

Because we are retail, and we look at sales figures every week.

In the autumn and winter of August, because of this activity, the display of the retail market includes new products listing. We have 10 new products in the autumn and winter on the top30 list.

Just now, many experts have also analyzed the most important points in the mobile era. How can we connect consumers with their brand names and brand idea by using inside's brand story and their originality?

The most important thing is that in fact, consumption is a change of behavior and knowledge. What we do is that we hope that through this brand, whether it is an experience in the retail market, the experience of mobile phones and social platforms can bring consumers a better life.