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    2016 QQ Has Undergone Qualitative Change: More Accurate Marketing Digitalization

    2016/3/24 9:36:00 69

    UNIQLOMarketing DigitizationTmallO2OWechatMicro-BlogSportswearElectricity Supplier

      

    Wu pin Hui

    Uniqlo

    Chief marketing officer of Greater China

    With over 20 years of experience in business, marketing and sales management, he has worked in leading multinational fast moving consumer goods and retail companies.

    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, digital marketing and marketing innovation.

    Good at leading team building and international talent training.

    As of the 2015 fiscal year of August 31, 2015, UNIQLO's revenue in Greater China increased by 46.3% to 304 billion 400 million yen over the same period in 2014, accounting for half of the total revenue from overseas markets, and operating profit increased by 66.1% to 38 billion 600 million yen.

    In the electricity supplier level, 2015

    Tmall

    "Double eleven" UNIQLO flagship store overall sales exceeded 600 million, and won first of apparel sales.

    While sales continued to increase significantly, UNIQLO experienced a qualitative change in 2016.

    At the brand positioning level, UNIQLO should have a more specific relationship between "LifeWear service life" concept and people's life, so that the emotion represented by this concept and brand will be deeply rooted in the hearts of the people.

    To put it into practice, it is the first time to present LifeWear 2016 spring and summer new products with life scenes, such as the theme of the four lifestyle styles, including contemporary life, urban fashion, healthy life and quality family.

    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 expands the coverage and usage of the product.

    If the original brand is the core of the coverage area is the family (men, women and children) casual clothing field, the products now cover the contemporary spirit of the city fashion, suitable for workplace wear dry modeling, the hottest light exercise, light leisure, light life.

    Sportswear

    As well as a series of home and children's clothing with more texture and comfort, while adhering to a simple and comfortable way of life, we will create more functions, more lifestyle and occasions to wear clothing, covering leisure, business, sports, fashion and so on.

    At the channel level, continue to open shop, and deepen

    O2O

    Online and offline two-way diversion.

    While insisting on continuing to open stores, especially the expansion of low level city stores, the channel of e-commerce should be strengthened.

    The focus will be on how to conduct two-way online and offline diversion of entities and electricity providers, so as to promote more accurate marketing and digital experience.

    In 2016, UNIQLO insisted on expanding the breadth of the consumer population, but also covered more consumer life scenes, driving the rapid development of sales; and through designer series and opinion leaders, social interaction to enhance brand sensitivity.

    2016 marketing keyword more accurate marketing digital promotion

    UNIQLO audience coverage (population attributes) and depth (usage) are growing. We must consider what their needs are in different audiences, different situations and lifestyles, and promote brand and product experience according to their needs.

    At the same time, consumers do not care about the channel of their purchase or the channel to receive information, and they care about whether the product itself meets their current needs.

    Therefore, we pay more attention to how to channel the demand to the right channel when consumers need it, and to complete the experience and paction, that is, the two-way diversion under the line.

    The cooperation is: UNIQLO started to do digital store projects in 2015. At the same time, we have launched WIFI and mobile payment platform 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 the fan experience, innovative marketing, and develop digital social platforms such as APP, WeChat, micro-blog and so on. Now all our platforms add up to over 22 million fans.

    We will continue to explore the potential of fans economy in 2016.

    2015 marketing insights

    Our annual budget for digital marketing has almost doubled.

    For UNIQLO, digital marketing is not just 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 more contact with consumers. In digital marketing, we are moving to focus on content marketing and experience innovation rather than advertising media buying.

    For example, in 2015, the successful co operation of UNIQLO and Lemaire designers completed nearly 50% sales in only a week. In this series of promotion, we mainly borrowed the power of opinion leaders and digital content marketing experience to build brand and product innovation reputation and online offline experience.

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