2016 QQ Has Undergone Qualitative Change: More Accurate Marketing Digitalization
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.
- Related reading
Ahead Of Schedule 2016 Reserve Cotton Rotation: Traders' Willingness To Auction Cotton Reserves
|Focus: Textile And Garment Industry Four Ways To Promote Supply Side Reform
|- Agent Recommendation | 中老年服飾市場是否是塊新蛋糕?
- Investment leisure | 物聯網互聯網時代的暢想
- Investment leisure | 夏裝打折消費者對反季商品“不感冒”
- Clothing management | 服裝店新潮營銷穿板模特招顧客
- Clothing management | Experts Teach You How To Buy Clothes Shop.
- Fashion Bulletin | 如此荒唐的創意鞋你敢穿嗎?
- fashion week | 北京將上演巴黎ESMOD法式時裝夜
- fashion week | Simon Yam, The Best Actor, Appeared In The Fashion Show.
- neust fashion | High Temperature Heating Clothing Online Shopping Family
- Shoe Express | Double Star Shoes Rely On Technology To Promote High-End.
- Hotspot Analysis: What Is Nike Worried About And What Concerns It Is?
- Thanks To Adidas NMD, Adidas'S Greater China Performance Is Gratifying.
- Can The Upgraded Version Of Nike+ Get Rid Of The Adidas NMD Series?
- Ahead Of Schedule 2016 Reserve Cotton Rotation: Traders' Willingness To Auction Cotton Reserves
- What Are The Questions About The Second Batches Of Cotton Target Price Subsidies To Cash The Cotton Farmers In Xinjiang?
- Three Major Trends Of Clothing Industry In 2016
- On The Other Side Of The Ocean, The Old Way Of Saving Oneself Is Also Different.
- 借政策東風 棉市將春暖花開?
- What Is The Northeast Economy Now? Four Word Words To Describe
- Fujian Builds Cross Border E-Commerce Clearance Platform