Why Is The Retail Source UNIQLO And IKEA So Popular In The Era Of "Internet +"?

In October 15, 2015, the 2015 theme of "what to buy and what to sell" will be. Xi'an Sofitel international conference centre opens. This storm will gather more experts and scholars from the retail industry at home and abroad, as well as many executives from Yintai, big business, Wangfujing, Ginza business, Century Golden Flower, Tianhong, Xing long family, Da Run Fa, BBK, Sanzi group, Yue language communication and five star electrical appliances.

In " Internet + " Or when the concept of "entity retail +" is noisy, physical retailing is encountering an unprecedented predicament. Based on this, this business union will take the theme of "buy what, sell what" as the theme, and explore the retail source in the Internet era in the most straightforward way. Designed to guide retail sales. Online retailers Interference, return to the essence of retail, seize the consumer psychology of consumers, so as to sell consumers really need cost-effective products.

At the scene of Fengyun meeting, Jiang Meilan, a new media marketing expert, focused on "consumers" and explained in detail what consumers want and what retailers should sell. The following is the full text of the speech. CEO

Let me explain to you that the most recent case is Xiaohong book. Many people know cross-border electricity providers, the other is UNIQLO, and the third is IKEA.

Why do we read the little red book, we know our prime minister Li Keqiang, he visited the Xiaohong book a while ago, he really spent two hundred yuan to buy things. What kind of platform is it? Let our prime minister run to him today to cheer him up. As Zhu Wei said just now, now the consumer, you want to study the first thing of goods, please do not study the goods first, first come back to study people, what is wrong with people, we talked about the first thing, before our consumers, you think about it, we have made money before, if you can go out to buy two things very happy, after I make money, the first thing is to buy clothes and shopping. Now young people earn money and start traveling. They put their money on tourism. If you don't understand them, their mood and their actions have become so. Why do we talk about Xiaohong book today? Zhu Weiti's two figures just now. Chinese people spend 46% on global luxury goods and 76% Chinese buy from overseas. In 2014, our Chinese tourists spent $165 billion overseas, and you could find that luxury goods companies cut their stores away from China, but their target consumers were Chinese, who opened their stores to places where Chinese people travel. Xiao Hong book is a cross border shopping community. How do you do it? Before you buy something, you will think what I should buy in that country. When you buy it back, you want to show off. If you want to tell people what I have bought, others will think what I will buy next time. They have made a community, which can be discussed in this community, you will see what he is buying and selling, and you can tell people what I have bought. He can do another thing. You didn't buy it at abroad this time. You can come to buy it here. If I label, label, have the United States, France, Japan and so on, when I am concerned, what do you buy from the United States, the eye drops bought from France on the left, the snacks bought by the girls, and you will want to buy snacks, and they want to buy such things, that is life. We are concerned about the location, then look back at the location of merchandise, and then produce a link between friends, sharing the concept of the past retail business to do things, do you say what I want to sell? Do you want to buy something? You ask others to buy it, they think now is the other way round, is what you want, I sell you, through the discussion of the community, like the media discussion of the people, the small red book recommendation, South Korea must buy ten large mask, you can buy it here. There is a problem in the order of the two intersections.

The second is the recent UNIQLO. My client has launched a very successful series. They have produced a series of products with the former designers of Hermes. The online shopping mall is sold out in three minutes, a total of more than ten shops in China, and every shop is open. This is the situation. All the friends around me were 8 days when we went shopping as a VIP. Second days, everyone went crazy in the store. All the people were crazy about the three words of Hermes. I could not afford Hermes, but I could buy Hermes series. A similar product, in your shop, he will feel the designer of Hermes, the whole frame is like this, almost all the conditions in the shop are like this. When you choose a product, you should first observe the psychology of the consumer, and the other is not to buy luxury goods, but to have a little distance. Disney is about to open in China. UNIQLO has done one thing. He has made the flagship store of UNIQLO and Disney, and the world's first is in China, and is in Shanghai. That day, including the president of their global group, you can see the long queue of consumers. You need to go directly to the store on the five floor that day, you need to use this way. What is his concept? We used to see that there is a future world in Disney. He used this idea to conceive the structure of the whole shop, so that I do not think I have reached Disney Park yet, but I can feel that he runs up and down with this mode. You will find that every block is full of dreams, creating space for consumers to discuss and combining online and offline. For the first time, you can use this pattern on the spot, and you can shake the picture automatically by using Pinyin, and you can produce the T-shirt on the scene. At the same time, they use the so-called interactive "up and down" in the interactive links, and we can say that you can create your own T-shirt under the online and offline fusion mode. We made a device, you can shout Mickey, people will appear on the screen, scanning the two-dimensional code image will appear in the phone. If we can't get to the store online, you can create the desired clothes through the online platform. You can send the picture to you directly from the factory. On the right is Mickey, the one hundred designer we've seen, and we find all of these things they're doing in a very deep connection with the consumers, and the UNIQLO uses the technical force to interact with you.

We used to discuss whether to make a brand or a product. When we first came to China, we would find that there were many similar brands with UNIQLO, and Metersbonwe and so on. After five years, after ten years, you will become a brand customer. The extent of people's admiration for you is different from the brand you do.

IKEA (IKEA) opened in Xi'an, and it is also very crowded. IKEA is best known for its store. You will find that IKEA never does online shopping, so he does not do all the hype. Japan made a IKEA train, called IKEA, and everything in it was finished with IKEA products. Then you thought that the car should be open for more than ten years before it could return to investment. In fact, it made a match. He asked 1300 members of the IKEA to apply for it. He picked 240 people from the inside to pick up the car. If you mentioned the case, the boss would never let you pass. Did the 240 people pack the car crazy? What is the purpose? Shaping the contact of consumers with different contacts and respect for the brand. All activities are not for the purpose of 240 people attending the day. All activities are aimed at promoting consumers' propaganda after the event. So its focus comes from what we want to do today. Even if it is over, we still think IKEA is a great brand. On the left is the IKEA magic mirror made in the front. His method is very simple. There will be some words on the mirror. He senses that someone will whistle and say you are beautiful today. Everyone will be very happy through the mirror. This is the IKEA magic mirror. Besides, when IKEA launched the book, what did he say?