UNIQLO Wu Pinhui: The Essence Of Innovation Lies In The Psychological Resonance Of Customers.

In 2014, the seventh Golden Award International Creative Festival was held in Shanghai in from October 21st to 23rd. Wu Pinhui, chief marketing officer of Greater China in UNIQLO, said that sometimes success is not very intuitive in defining figures. It may define the spirit of your products.

Standing on the other side's position to understand him, your position may be digital and sell well, but for customers, he may need you to impress me.

For UNIQLO, many, many innovative ideas have even opened up many models in the past few years to imitate the industry.

What do you think of "innovation"?

I think the most important essence of innovation must arouse the psychological resonance of customers, not by selling goods or selling one thing.

In a word, UNIQLO, though we are a retail business, the art of a successful operation in the past is that we not only provide many innovative fabrics and material products to customers, including mobile databases, but also a few of the leading companies in the industry.

The concept of UNIQLO is that food and clothing are very important parts of human beings, so UNIQLO developed a APP, which in fact caused a lot of resonance among many industries.

Let me give you another example. For example, one thing we are pushing recently may be in the retail industry, so I can let consumers get Happy.

Consumers can use a cell phone, any product that he is interested in, to see all the information he wants to know, including how to match the fabric, material and even the celebrity endorsement.

In fact, consumers often encounter a problem in shops, lacking codes.

In fact, innovation may be very theoretical to many people, but I think the most important significance for customers is that innovation must be close to his life and he never thought of it.

Can he not bring about absolutely good results?

Wu Pinhui: I think a lot of people will say that innovation is IDY, and then tomorrow will be successful.

In fact, a lot of innovation is a process of accumulation. When we say that apple is successful, he also accumulated a lot of failures and what consumers like.

I like speaking experience very much.

You have a good question just now. It is difficult to quantify the result immediately.

For example, we are pushing a lot of mobile terminals recently, whether micro-blog or WeChat's innovation. Many times, customers may not be able to immediately understand your creativity behind this. Sometimes creativity is very good. How do you measure this success? We simply read how many people are reading, but what I may ask for the team is more important to see sharing and pformation.

Through this continuous accumulation, we have done many online product interaction experiences in the past, perhaps the team's pformation or sharing rate.

I sent out one thing, and 80% of them were willing to help me to share it, and this is not a product at all. It means telling our products how to do it with you.

Everyone will think this is not good, but from

In terms of it, it is very good.

We see many successful enterprises all over the world, and its innovation is a process of accumulation.

From a very small matter, and finally to that critical point, it broke out.

In fact, for UNIQLO, there are many new ideas.

For you, you will feel the most impressive impression of yourself, or whether it is the process, the most painful or happy, if you say one, which one will you say?

Wu Pinhui: I think so. We made a "gratitude" this year.

That idea is very simple. Maybe when we used to thank a person for his activities, we might give consumers some good things.

This year we think about how we should interpret the connection between clothes and your life from the perspective of brand.

For example, when you wear a dress for your child, he can enjoy the day's life very comfortably because of his clothes.

So we made an idea this year to generate connections with people's lives, and then we would publicize our gratitude activities.

When we did this activity, many of our colleagues said, "I'm so touched."

Because I really tell everyone's voice, there is a story behind every dress. I tell each story.

The story behind people, but we are moved.

But from the sales figures, it is not satisfactory.

So how do you define success or failure? Sales figures are not ideal, but consumers are very impressed after that.

So I think this may be a good idea for me. If a brand resonates with the consumer's life value, I feel like a good change with my team, including my boss.

Sometimes success is not very intuitive about defining figures. It may define the spirit of your product.

Standing on the other side's position to understand him, your position may be digital and sell well, but for customers, he may need you to impress me.

How do we see the change of media from our tradition to mobile?

Wu Pinhui: if we jump out of the commodity and marketing point of view, what are we doing in commodities or doing business or doing these business models? I think the most important thing is what he has to do with me, in fact, it is a kind of recognition of values.

I think the media for me, I think the most important thing is to find that, should be a resonance point.

Specifically, for example, UNIQLO (Theme Reading) (expand site selection information) to talk about "clothing life".

It sounds abstract, but if I tell you that you have a different mood every day, there is a story behind each of your clothes.

I will remember this dress. I once wore this suit. Maybe a skirt I wore yesterday met my old friend who I hadn't seen in ten years.

For me, that is a story.

For me, the meaning of the media to me is that I have to find a story based on the brand spirit, what is the story I want to tell about the clothing life at some point. It may be a moment in the open air, but maybe on the mobile phone or mobile platform, I can tell him more, what spark from the moment I meet you to the end, and even when we are in the process of visiting, everyone is happy to laugh is also a story.

The role of the media should magnify these common values and stories, but take advantage of different platform characteristics.

I think the truth is the same, but for the brand, how to create the true, the good and the beautiful, I think it is very important, if this thing is understood, as the media and the platform to apply, it is the implementation of the problem.

If we talk about evaluating marketing, what do you think of two things?

Wu Pinhui: usually we will have several fixed KPI when we do it.

1. how much growth has been made?

2., brand related.

What is "brand related"? After I did this, the most difficult part of my brand's penetration and utilization is brand shrinkage.

All brand ROI is a process of accumulation, and apple has not suddenly made a iPad or iPhone today to become the world's leading company.

I think the most important ROI is actually the hardest part, actually building brand value.

Why some brands can be worth so much, that is, to sell a drink.

Why is the brand of UNIQLO so good? I think the biggest KPI is whether I am able to reach the role of my brand in my mind today. We feel that "people" is the protagonist, everyone has his own personal character, so you can play it freely.

Second, we want to let you know that we are not making innovations in commodities. The same clothes I wear each season are different. This may be that we are measuring our commercial value.

I think the index of business is very important. The index of execution is very important. The target of execution will not let you see the value of business immediately, but it is the most important process of accumulating success and innovation.

Every six months, every year, you review how many brand values you create, and whether your brand is in a row or not in people's mind. If someone else sells one hundred pieces, you can sell one thousand yuan.

This is the value of the brand.

In fact, we seldom have such a long time to chat on the stage so happy. For all the audience, just now Wu pin Hui and Yang Zhe share some views and opinions. Most of us are not looking at the number. I can affect 80000 people or one hundred thousand people.

Marketing may return to its essence. Whether it is Yang Zhe's "relevance or resonance" or Wu Pinhui's brand value, it is hoped that 2015 will be a year of change.

In addition to integration, it goes back to the basic fundamentals of marketing.