UNIQLO Will Open Stores In China At The Rate Of 80-100 Each Year.

With 20 years of experience in business, marketing and sales management, he has worked in several leading multinational fast-moving consumer goods and retail companies such as Unilever, Johnson, Coca-Cola, UNIQLO, etc.

In business, brand and business, it has experienced and distinguished achievements, including business strategic planning, business and sales management, marketing and brand strategy planning, brand communication and asset building, innovation and new product development, consumer and customer development.

Good at leading team building and talent training.

The channel is rapidly penetrating into the two or three tier cities.

This move is supported by facts: half of our nearly two million WeChat fans come from cities below two or three lines.

As a direct brand, UNIQLO sold its stores and electricity suppliers in 2014. As at the end of fiscal year 2014 (August 31, 2014), UNIQLO stores in the Greater China region reached 374 stores. In the double eleven Tmall store sales, UNIQLO sold 260 million yuan in sales (up to 24 in November 11, 2014), ranking fifth in the category list, becoming the first place in all categories of apparel enterprises.

From the perspective of brand penetration, according to our internal research (commissioned in 2014 by the advertising research department of Shanghai, China), UNIQLO has achieved more than 70% fame in China. Nearly half of the Chinese have used UNIQLO products. From the brand image and brand awareness, our brand image -- LifeWear service life, includes comfort, high quality fabrics and fashion, and consumers have a significant degree of recognition and recognition. The annual recognition points are more than five percentage points.

2015 is still our year of rapid expansion, no matter online or physical stores.

In terms of brand marketing objectives, there are following directions: first, continue to upgrade UNIQLO.

Product penetration.

We hope to achieve an absolute lead in the consumer's cognition of brand attributes.

Second, for some strategic products, such as the tannin cowboy series, Smart Urban and other more targeted at the middle class series, and functional products such as Heattech series underwear and AIRism series comfortable underwear, it has more positive promotion and market share; third, the customer experience and consumer innovation experience based on the brand concept of life fit for life will enable more customers to feel the online shopping experience of UNIQLO online and offline.

At the level of communication, the proportion of digital media in the overall budget is not large.

For retail brand, store is the best brand, and the connection point of marketing.

Therefore, most of the marketing budget is to support outdoor advertising and retail advertising inside stores and their surrounding areas.

A special breakthrough is that in the past, our mainstream media was still dominated by first tier cities + second tier avant-garde cities. In the second half of 2014, we launched 11 local or regional TV advertisements and outdoor print media in a strategic scale.

The premise of this behavior is that UNIQLO's channel is rapidly penetrating into the two or three tier cities, and it will open stores in China at the rate of 80-100 per year.

The move is supported by a factual basis: half of our nearly two million WeChat fans are from cities below two or three.

2015 marketing Keywords: O2O

Retailers should walk on two legs.

In 2015, the consumer experience of UNIQLO's traditional physical stores must be adequate.

The biggest challenge is how to link creativity with brand and specific product lines.

The ultimate goal is to pform a traditional retail enterprise into a 360 degree O2O (Topic Reading) enterprise by using different consumer experience contacts such as shops, APP, EC, social media platforms (such as WeChat, micro-blog) and so on. By creating a 360 degree comprehensive brand and product and service inspection, customers can experience and purchase products at any time, anywhere and anywhere.

Among them, not more contacts can win a complete victory, how to grasp the effectiveness of different platforms for in-depth communication, create brand experience and word-of-mouth is more important.

2014 marketing insights

Having done many different jobs and different industries, I think the basic point of marketing is to return to "listen to the voice of customers", especially to "hear" the voices, needs and feelings of customers, which is the so-called "customer / consumer insight" in marketing.

Many times, marketers will put the cart before the horse, too much to pursue something fancy, and forget what is the essence.

Case reference book

Ice bucket challenge.

The inspiration points are: first, how to break the traditional idea and expression way to let the public understand the theme of a small group and ignored by everyone; second, with the Internet and social environment, Chinese consumers are getting more and more OPEN.

We used to think that good public service marketing was a tear to the eye, but this case showed that it was necessary to make him feel interesting and let him notice that he would act.