Analysis Of The Brand Marketing Strategy Of UNIQLO

Currently, UNIQLO has nearly 300 stores in China.

However, according to the distribution of stores, UNIQLO's physical stores only entered more than 70 cities in 661 cities nationwide, and nearly 600 cities did not set foot in it.

In this way, UNIQLO has formed an online and offline complementarity situation, and online channels have become the channel to make up for offline stores.

Online and offline complement each other, the data marketing platform as the starting point of O2O is particularly important.

UNIQLO established Tmall flagship store in 2009, which is different from other brands in Jingdong, Dangdang and other platforms. The official website of UNIQLO and the traffic on APP are all directed to Tmall flagship store. At the same time, we analyze who buys, the amount of consumption and the frequency of consumption in the background. We can use these data to guide the new store in China.

UNIQLO uses online data to guide offline location work, which is rare in O2O practice of physical retailers.

In addition, the "excellent marketing" case of UNIQLO online and offline interaction has also been highly praised.

Last August 8th, UNIQLO opened an excellent event in the flagship store in Huaihailu Road, Shanghai.

The interactive audience stands at the designated sign, and activates the system by hand action.

Replace the background option with the left and right hands, allowing the experiencer to switch quickly between children's interesting forest or New York street background.

The background is dynamically combined with colorful elements, presenting four themes of holiday holidays, British fashion, street filming fashion and Tong Meng's adventure. After selecting the background, gently lift hands and touch OK button to start shooting. The excellent device will automatically record eight seconds video for the experiencer and a snapshot.

Photos can be uploaded to UNIQLO WeChat public address instantly, and photos can be obtained on the spot by paying attention to WeChat public number. The video will be updated in real time.

Active website for consumers to view and download.

Judging from the final effect, this activity has been strengthened online and offline.

Mutual guidance.

We will guide the offline stores to become fans of UNIQLO officials. At the same time, with the help of online friends circle, more people will pay attention to this activity and come to experience under the line.

In the international mainstream advertising industry,

It has become the best partner for embedding social media.

In the era of information fragmentation, short video is more in line with the golden 7 seconds rule in advertising theory.

In the short video era, UNIQLO has been in front of many retail entities.

The huge amount of information in the Internet age is constantly affecting every audience's brain.

This gives consumers a natural inconsistency in advertising.

New media marketing expert, Fei Rui network CEO Jiang Meilan and her team research found that: the fragmented reading era, the audience has become increasingly impatient.

No more than 30 seconds after an advertisement.

Under her suggestion, UNIQLO carried out the "eight second video" attempt.

Use six segments of eight seconds video ads to show the warmest scenes in life, and convey the most accurate content to the audience with the least time.

The latest data show that this group of small video player has exceeded 7 million times.

In the era of big data, advertising is getting more and more "understanding you", which makes you feel more comfortable.

UNIQLO's eight second video also caters to this trend.