Uniqlo Experienced "Qualitative Change" In 2016: More Precise Digital Marketing

　　 Wu Pinhui Uniqlo Chief Marketing Officer, Greater China

With more than 20 years of experience in business, marketing and sales management, he has successively worked for several leading multinational FMCG and retail companies. He has rich experience and outstanding achievements in business, brand and commerce, and has set foot in business strategic planning, business and sales management, marketing and brand strategic planning, brand communication and asset construction, innovation and new product development, consumer and customer development, and digital marketing innovation. He is good at leading team building and international talent training.

As of August 31, 2015, Uniqlo's revenue in Greater China increased by 46.3% to 304.4 billion yen compared with the same period in 2014, accounting for half of the total revenue in overseas markets, and its operating profit increased significantly by 66.1% to 38.6 billion yen. At the e-commerce level, in 2015 Tmall The overall sales of the online flagship store of Uniqlo during the "Double 11" holiday exceeded 600 million yuan, taking the first place in the sales of clothing businesses.

　　 While the sales volume continued to increase significantly, Uniqlo experienced "qualitative change" in 2016:

At the level of brand positioning, Uniqlo should have a more specific connection between the concept of "LifeWear suits life" and people's lives, so that this concept and the emotion represented by the brand will be deeply rooted in the hearts of people. When it comes to promotion, it is the first time that LifeWear is presented in life scenes New products in spring and summer 2016, for example, launched scene themes of four lifestyle styles, including contemporary life, urban fashion, healthy life, quality family, and combined lifestyle and product experience with more scene marketing methods in the promotion.

In 2016, Uniqlo will launch more designer cooperation series in the Chinese market, expand its coverage channels, and enhance the fashion sense of Uniqlo products. Light fashion, light business and light sports will also become the main words of our products.

At the product level, Uniqlo has expanded the population and functions covered by the product. If the original core coverage area of the brand is the family (men, women, old and young) daily casual clothing area, the current products cover the urban fashion that reflects the contemporary spirit, the capable style suitable for workplace wear, and the hottest light sports, light leisure, light life Sportswear , as well as more textured and comfortable family and children's clothing series, while adhering to a simple and comfortable lifestyle, create more functional, more lifestyle and occasion clothing, covering leisure, business, sports, fashion, etc.

At the channel level, continue to open stores and deepen O2O Online and offline two-way diversion. While insisting on continuing to open stores, especially expanding the physical store channels in low-end cities, strengthen e-commerce channels. The focus is on how to conduct online and offline two-way diversion between entities and e-commerce, so as to promote more accurate digital marketing experience. In 2016, while Uniqlo insisted on expanding the breadth of consumer groups, it also covered more consumer life scenes, driving the rapid development of sales; And through designer series, opinion leaders and social interaction, the brand sensitivity is improved.

　　 2016 Marketing keywords more accurate marketing digital promotion

Uniqlo's audience coverage is growing in both breadth (crowd attribute) and depth (use occasions). We must consider what their needs are in different audience groups, different occasions and lifestyles, and carry out brand and product experience promotion according to their needs.

At the same time, consumers do not care about the channels they buy or receive information, but whether the product itself meets their current needs. Therefore, we pay more attention to how to channel consumers' demand to their appropriate channels when they need it, and complete experience and transaction, that is, two-way diversion of online and offline.

The means of cooperation is: Uniqlo has started the digital store project since 2015. At the same time, we have opened WIFI and mobile payment platforms in almost all physical stores, and will launch LBS services in some stores in the future. At the same time, we will continue to strengthen innovative marketing of fan experience and develop our own APP, WeChat, Weibo and other digital social platforms. Now all our platforms have more than 22 million fans. We will continue to explore the potential of fan economy in 2016.

　　 2015 Marketing Perception

Our annual budget for digital marketing has almost doubled. For Uniqlo, digital marketing is not only advertising, but also content, channel, payment, consumer experience and interactive communication. Innovation and integration are becoming more and more important. We are deeply studying how to get through more consumer contacts. In digital marketing, we focus on the innovation of content marketing and experience, rather than the purchase of advertising media. For example, our designer collaboration series between Uniqlo and Lemaire, which was very successful in 2015, completed nearly 50% of the sales in just one week. In the promotion of this series, we mainly borrowed the power of opinion leaders and digital content marketing experience to establish the reputation of brand and product innovation and the combination of online and offline experience.