How Does UNIQLO'S O2O Strategy Achieve "1+1>2"?

When we talk about "UNIQLO", what are we going to talk about? Zero inventory, basic funds, data management, flagship stores, fast fashion...

Now, the brightest is two kinds of data: in addition to one of China's fast fashion leading brands, UNIQLO is still accelerating: in the last year, UNIQLO opened 82 stores in China, far more than 62 of H&M, 28 of Gap and 18 of Zara. At the end of the 2014 fiscal year (August 31, 2014), the number of stores in the Greater China area reached 374, while its Greater China CEO Pan Ning said that the next step would continue to open shop in China at the rate of 80-100 per year.

All businesses are more than just

They all want to know: what do you think about UNIQLO and how do you do it on the Internet? How does UNIQLO do O2O "1+1>2"?

The reporter interviewed Wu Pinhui, chief marketing officer of UNIQLO Greater China, at the China headquarters of UNIQLO, Shanghai.

Wu Pinhui, the marketing officer of Univer China, has 20 years of experience in business, marketing and sales management, and has worked for several leading multinational fast consumer company such as Unilever, Johnson and Coca-Cola.

In early 2014, she came to UNIQLO.

This is just the brand pformation of UNIQLO. In 2013, UNIQLO repositioned its brand and updated its brand concept from "Made for all" to "Life Wear (service life)". The reason for this change is that "we hope that UNIQLO will become a global brand other than Japan, China and Asia's first brand" (Pan Ningyu).

Therefore, she told reporters: "after I joined UNIQLO, there are three main tasks, all of which are striving for such a position."

These three levels are:

First, increase the strength of the brand on the basis of the original UNIQLO goods and services level, and put the brand value added in the whole retail supply chain, including services.

Second, build up a global retail brand, jump off the brand concept, value and creation in the simple retail selling tradition of "selling products", interact with consumers, create a new brand experience of UNIQLO, form brand sentiment and build a team that can better serve brand promotion.

Third, pform a traditional retail enterprise into a 360 degree O2O enterprise. By creating a 360 degree omnidirectional digital brand and commodity, the retail service experience enables customers to experience products at any time, anywhere and anywhere.

Then, in the face of the tremendous impact and pformation of the Internet era on retail enterprises, how does UNIQLO adapt and override the trend of marketing pformation such as brand and channel?

Service idea: jump online and offline according to consumer demand.

Take out your cell phone and scan the barcode in the store of UNIQLO, and send a message to you to see the detailed introduction of the product.

The price, style, and collocation are also equipped with advertising videos of the series. You can view stores and inquire products at the bottom of the page.

Through commodity inquiries, you can also query the nearest store stock and share products on the specific product page.

Inventory is dynamic real-time.

Unlike other retail businesses, UNIQLO welcomes the action of consumers taking out mobile phones in the store.

When he wants to know more information about products, such as ingredients, he can take out his cell phone. When the model is broken up in the store, he can check whether there are goods in other branches or Tmall stores by cellphone.

When you take out your cell phone and scan the Digital POP 2D code, consumers will be directed to the official WeChat account of UNIQLO. Consumers can also be guided to the series of main commodity recommendation of the brand, including coats, down garments, flannel series, fleece series, jeans series, HEATTECH thermal clothing, children's clothing and so on.

Unlike other retail businesses, UNIQLO welcomes the action of consumers taking out mobile phones in the store.

When he wants to know more information about products, such as ingredients, he can take out his cell phone. When the model is broken up in the store, he can check whether there are goods in other branches or Tmall stores by cellphone.

At the same time, from the perspective of communication and communication, Wu Pinhui's thought is: "using digital innovative services, each passenger spends 1 minutes in browsing to get the information equivalent to 5 advertisements, so it can be said that this is an effective in-depth communication; at the same time, because the poster is combined with the main push products, 80% of the customers are seeing the main products of the season; and through this way, the growth of WeChat users is promoted effectively. Customers will receive more promotional information every month. Through the posters, the products of fashion wear, fabric quality, and the nearest store and stock purchased from customers are introduced in detail, thus increasing the effective purchase of customers and creating a good" no dead end "service state.

According to Wu Pinhui's introduction, every consumer who enters through the Digital POP digitization newspaper follows the statistics, including how long he spends browsing, whether he has seen other products, whether he has shared, collected or purchased interest after he has seen the series of posters.

After UNIQLO statistical analysis, the average user spends at least 1 minutes to see the content; more than 72% of users are willing to buy it after viewing.

This is exactly "connecting all things together, online and offline at any time and anywhere according to the needs of consumers."

A specific case is implemented under the train of thought.

Before returning to this idea, what is the value of Internet to brand?

It is known that Ryui Masa created the UNIQLO library. When he mentioned "UNIQLO 1 store" in his book "one win and nine defeats", Liu Jing had described the location of UNIQLO brand store: "I visited the American College Life Association.

There, students need all kinds of daily necessities, and they are easy to get. They do not need them to receive them. They are entirely self-help forms.

There is no commercial taste in the shop to sell anything. The layout of the store is entirely based on the customer's position.

Maybe it's simply a self service way. It's easy to be misunderstood as our labor cost in the province.

Therefore, we believe that the best way of service is "the self service way that guests want".

This is the HELP YOURSELF (self help) that later became the business purpose of UNIQLO.

From this point of view, UNIQLO's digital technology is committed to building the concept of consumer self-service, which is consistent with Liu's wishes and brand positioning.

Wu Pinhui explained in more detail: "UNIQLO currently has more than 300 stores in China, and the vast majority of its customers are concentrated in stores. Many customers do not necessarily buy them directly into the shop, but if customers are allowed to know the product information, there is no room for posters to be placed in the store, but through this posters linked to WeChat product pages, they can provide the customers with the fastest, more comprehensive and long-term information.

The concept of Digital POP is designed to meet the product experience and self-help needs of customers in real time, without losing the opportunity to communicate effectively with customers.

Its original intention is not to let customers enter online or offline, but to satisfy customers' self-help experience and service needs, and to replace him with more and less inferior brand names and service experience.

Therefore, the value of the Internet for UNIQLO is to give the brand more convenient tools to achieve customer service. The result is that UNIQLO wants to connect everything, so that it can give consumers any convenience to jump at any time and adapt to their needs at any time and anywhere.

"We want to use flagship stores, posters, APP, WeChat and other different contact points, so that consumers love the UNIQLO all the time, and give him the best experience and response."

Reporter comments: can achieve this train of thought, is the "hardware" of UNIQLO can shield more interests Entanglement: the direct mode can shield the offline interest disputes; the comprehensive assessment of the store manager can screen the hard index assessment under the offline sales performance of single store.

This is a lot.

The conditions that enterprises do not have at present.

Communication tactics: how does UNIQLO make use of the three elements of digital marketing?

In Wu Pinhui's view, depth, breadth, interaction and entertainment are the three elements of digital marketing, the key to the constant use of digital marketing in all industries.

But how deep these three points of understanding can be seen from the concrete tactical landing.

"Depth + breadth" is part of the above mentioned "linking everything to consumer demand".

This depth and breadth, "not limited to online must go online", start from the needs of consumers themselves, achieve the various links, and give consumers a variety of possible ways to jump.

And this service has turned into UNIQLO's brand promotion promotion: "consumers will feel that this is not an advertisement, but a very useful message or interesting experience, and I will remember it after I buy clothes."

"Interactivity": at the level of brand communication, it is different from service concept. In Wu Pinhui's mind, it is more important to grasp the effectiveness of different platforms and communicate in depth.

An example of interaction is the 2014 main project of UNIQLO.

How to let the "basic" UNIQLO be accepted by more consumers? Wu Pinhui led the team to put the 2014 breakthrough in "how to educate consumers to match their clothes".

Through education, consumers can realize the possibility of "basic funds" and realize that "basic money + various accessories" also have a sense of fashion.

They launched a virtual fitting mirror in 14 cities across the country. During the activity, they went to the designated UNIQLO store, chose UNIQLO clothing to try on, and completed the interactive process through the "virtual" fitting equipment, scanned the two-dimensional code to get the activity works, shared the activity works to WeChat friends circle, and at the same time used words to explain which clothing was the commodity of UNIQLO, attracting or invited friends to support themselves, and then they won the chance of winning the lottery.

If there is no shop, consumers can also use UNIQLO costumes to match other clothing or accessories. Uploading works can also be used as athletes to participate in activities.

This activity is especially good for consumers in the two or three tier cities.

"In the two or three tier cities, consumers' cognition of fashion collocation still stays on the surface level, giving them the feeling of collocation through this activity; second, how to match a set of" tall "clothes with three hundred yuan -- this demand is stronger for two or three line cities.

As of November 5th, the number of participants was nearly 1 million 400 thousand.

"Entertainment" is the starting point of Wu Pinhui's choice of communication program.

In her view, why do consumers choose you? Or you are useful, or you are entertaining, happy and interesting.

Based on these principles, they designed a lot of implementation, such as Mid Autumn Festival flannel design game, HE