UNIQLO Should Pay Close Attention To Brand Value And Fans Economy In The Digital Age.

UNIQLO Wu Pinhui, Chief Marketing Officer (CMO) of univercity (Greater China), stressed that fans in the digital age are like love. First, let consumers love brands.

Fei Rui network technology CEO Jiang Meilan believes that fans' economy is actually hiding behind the functions of the products, so that the emotional rise is the first place. All businesses, especially brand marketing, must realize the true meaning of the fans economy.

In the digital age, how to redefine the brand value? How to create online and offline integration experience? How to integrate the marketing value chain agent partners' effectiveness? For these brand owners or agents are concerned about the issue. In the "2016 fifteenth China advertising and brand conference", Wu Pinhui, chief marketing officer of UNIQLO and greater China, and Fei Rui network technology CEO Jiang Meilan launched a wonderful dialogue, which vividly and interestingly shared the brand value and fans economy in the digital age.

Jiang Meilan: digital marketing is very important for people. What is the relationship between the fans' economy and brand value economy?

Wu Pinhui: from three points of view: first, the fans' economy is how to create value for the brand. It is love. You buy something not necessarily love it, but if you love something, you will definitely buy it.

The second is O2O, how to better integrate and connect the online and offline services and experience.

The third is the management and performance of agents. In the digital age, talents from different industries need to have the ability of teamwork and integration. But how to make such talents do the most creative things in the most effective and shortest time is the challenge faced by the team's core competence in the digital age.

The marketer is always talking about three things, what kind of brand you are, why I want to date you and why I fall in love with you.

What is the secret of the uniqo? What is the secret? No shortcut is the best thing to do every day! Is there a core competitive ability to do the numbers in the digital age? And not.

Back to the nature of the business economy, why do you run a business? Why do you buy this dress? Because you agree with the value products and services of the business and the brand.

How does the brand come into being? There are two pieces, one is the product and the other is the experience.

In the digital age, what we should consider most is the problem of product innovation, how to use technology and creativity to make product innovation.

Numbers are only a means to enhance consumer and customer experience. Numbers are just a technique.

The Chinese people are fighting for skills and ways. Your strategy is your strategy.

When you do not have ben or the way, you are fighting.

Like ancient wars, if there is no way to fight, we can only use manpower to fight with artillery fire.

Those who fought the most battles, who did not fight, were soldiers and soldiers.

For example, UNIQLO is not only selling fashion, but selling 3 things, one is fabric innovation, the second is good price performance and simple classic design, and the third is service experience.

Ben.

We need fashion, we have fashion products, but we are not just fashions.

Clothing can make you look good, can keep you warm, has a lot of functions, not only to sell fashion and good-looking, this is the brand attitude of UNIQLO.

A successful brand can not be bought but not loved.

Jiang Meilan: a successful brand can not only be bought by people, but not loved by others.

How does UNIQLO make people buy your products, and let people remember you and love you?

Wu Pinhui: what we do every day is how to make the consumers love you, love you more, love you always, and love you every day.

In 2015, UNIQLO and Disney had a "MAGIC FOR ALL" cross-border cooperation, Disney is a very creative company, UNIQLO is a clothing brand, our two brands cooperate, hoping to bring this magic and fantasy to everyone, and is a way that can be experienced by ordinary and big families.

We have pformed a storey into the MAGIC FOR ALL concept store in UNIQLO, the world's largest flagship store in Huaihailu Road, Shanghai, which perfectly integrates Disney's magic elements and UNIQLO LifeWear products.

It is a very good new attempt to provide customer experience.

In addition, it is how to bring customers creative and aesthetic feeling.

A dress that wears on different people is different in temperament. It depends on whether you can control the dress.

It is our creativity that most people who wear clothes will wear your clothes on you.

In this activity with Disney, we opened up a lot of space in the flagship store, and made a MICKEY 100 exhibition. MICKEY 100 was designed by Disney and some independent designers, using 100 different shapes and raw materials to convey Mickey's creativity.

We find that many young people do creative things, stimulate their creativity, how to wear and how to match them. A T-shirt can be very creative and express your personality and style.

What UNIQLO wants to do is to inspire people's creativity, lifestyle and quality of life through a LifeWear brand, combined with creative experience and clothing.

We need to let our customers understand that clothing brings you the meaning of life, not only warmth and good looks, but also a higher level of meaning is how to create a new creative, personalized lifestyle and life experience.

Star? Or net red?

Jiang Meilan: about stars and net red, consumers may think that stars are just a high cold representative, and net red is more popular. More people want him to know that things are close to life, and related to his own life, will want to try to do this thing.

What do you think about the impact of celebrities and net red on sales?

Wu Pinhui: my view is that stars and net red are important, but it depends on how you use them.

The star has a high face value, and the net red is more of his / her story. The story may be funny or talented.

We hope to find a point that can be combined well with stories and stories.

We sell LifeWear clothes. We must have a face value and make people look good.

But only face value is not enough, other brands can do it.

We believe that there are two kinds of fans, one is that I love you every day, I am your fans, this is a typical example.

Another kind of fan is invisible. He usually does not speak loudly that he loves you, but silently watches what you do for him.

We call him "the life of the leader of the opinion."

We often say that after 80, 90, and after 60, 70 is not the same, but is it really different? We think that there are many requirements and pursuit of humanity is the same.

For example, we all like things of good quality. We all like things that can express our own personality or attitude. We all hope to spend 100 yuan to buy products or services of 10 thousand yuan, and not to spend 10 thousand yuan to buy the value of wearing only 1000 yuan.

Consumers sometimes understand our products and services better than we do.

For example, when customers are talking about the design details of the neckline of Oxford spinning shirt in UNIQLO, I am surprised and surprised to hear the standard of high-end luxury brand. This customer's understanding of our products is a great inspiration to me.

In fact, many fans are invisible, and your love is accumulating bit by bit.

I don't know if they are opinion leaders, but I think they are also net red because they have many followers in all fields, whether they are financial media or talented girl writers. They have many followers.

Their stories are wonderful in different fields. To me, they are a more telling story and more content.

What we want to do is to share their LifeWear stories with many people. Through their values of life, we can tell you that clothing brings you not only the beauty and function of clothes, but also the story and content of life.

The influence of social behavior is as important as consumption power.

Jiang Meilan: many times, we not only want to study what consumers buy when they enter the shop, but more importantly, their influence on social behavior, which is as important as consumption power. These two things must complement each other.

Those who come to the store, in the social behavior above, how to catch his influence, and then to do a series of connections with him, how do you see this?

Wu Pinhui: actually, we all talk about fans economy, not just fans.

For us, fans have different KPI in economy, we have KPI of fans, KPI of sales, KPI of store traffic, and KPI for every fan to buy unit price, which requires a lot of quantification.

The first thing that an enterprise wants to do is to realize the core economy. You need to set your specific KPI, give your team and agents to see how many fans can be increased and how many products you can sell after the marketing campaign is completed.

Only in this way can agents and brands think together, and how to create the greatest value with the most effective content, not just by investing money.

Jiang Meilan: I think the relationship between a good leader and agents is the essence of the core of the brand.

In addition, it is necessary to rely on different agents' series and cooperation to bring this matter to the limit, not to say that an agent can do all well.

Wu Pinhui: This is also the biggest challenge for all brands, advertisers and agents.

So far, I haven't seen any agent who can solve everything.

I think the biggest challenge in this industry is that you need to find a good agent in that field. You need to give it a very precise direction. You need leadership, education, or cooperation with the leading agents in the industry.

If you don't do this, the agent you meet will either ask you to invest money or call you a brand or ask you to do any landing activities.

In China, an agent has not yet been able to do all three things effectively. There may be something to do, but not the highest ROI.

So for brand teams, the biggest challenge is to find the right agents and string them together to create an integrated value chain.

It is the biggest challenge for agents or brand dealers, but before we find the next talented agent, this is also an opportunity for the industry to innovate in the future. It is worth pondering over by advertisers and agents.

Jiang Meilan: the color is bright and multicolored.

A spindle can do well, but it must be combined to produce colorful colors. Fighting alone does not necessarily have the greatest impact.

Wu Pinhui: finally, quoting the "LifeWear service life" of the UNIQLO brand concept, we share the experience that creativity is endless, just like life is full of endless wonderful and opportunities.

It's too late to think of you in the last mile?

Jiang Meilan: I have always felt that Social Media should not be added as a supplement to mass media, so Social Media must have failed.

To be a Social Media, in fact, is to find a missionary of your own brand. That is to say, consumers really like your brand and use your brand in daily life. They really love you. They are your real KOL, not those big stars. These two are different.

It is too late for him to think of you in the last mile, but if you do not even think of your words in the last mile, you will not be saved.

So from this point of view, especially for the retail industry, the whole line is very important, so how does UNIQLO do it?

First of all, previous marketing must have fixed consumer journey consumer experience process steps and so on. In the rapidly changing digital era, all of these need to be adjusted.

First mile can be your Last mile, Last mile can also be your First mile.

For example, I saw you wearing this dress very well today. I heard that it was designed by a designer. I didn't have time to buy it, but I could place the order when I picked up my cell phone.

So what is the first experience of your First mile? Where exactly is it? One of the things we need to do is how to move consumers in the most effective way with the most appropriate content in the rapidly changing era.

Of course, for business, of course, we hope that he can finally buy it, because he can only become your fans if you use your product.

In the past, when we talked about O2O, I think we should change that 2, it should be x, not +, it should be O x O (O multiplying O), it has a multiplicative effect.

Second, brands need to think about what kind of behavior you want your customers to produce.

Marketing, including agents, should also consider and give your brand owners a good suggestion. Do you think the brand owners are doing this thing? In order to influence and change this customer's behavior, how should it be effective? I think many agents are not thinking about what the brand asks you to do, but according to your professional knowledge, you should give the brand owner a better and more effective suggestion.

I saw many articles about fans' economy. I think fans and fans are different concepts.

Fans only let him know that you may buy you.

The fans economy is how to create continuous buying and buying behavior in this system.

about

There are four points to be repeated and discussed: the first is how to communicate effectively with your fans, which is the content (content) that we all talk about.

Content is one of the key points, not necessarily content can effectively communicate.

For example, for a retail industry, your store is your content, which depends on the definition of effective content (content) in your enterprise value chain.

The second is our brand, product & experience (brand, product, experience), which is our core.

If our brand and product design are not good enough, then there will be no content, and consumers will leave you.

Third, like UNIQLO, it is very important for us to make brand and retail, and how to create an interactive ecosystem of brand experience and experience.

Fourth, now everyone will not bring a lot of cash on the body, many things are done by mobile phone.

So how to help consumers complete their trading experience at the fastest time, this whole link is a more effective platform to build fans economic circle. After building this platform, you can think about how to create content, product or experience of mutual communication.

But at present, it is difficult for all agents to fully serve the ecosystem. The biggest challenge now is how to integrate these elements quickly and effectively with the most effective resources and the shortest time to help your customers.

It is difficult to form a concept of ecological economic circle.

The so-called scene is the moment when the heart is struck.

Jiang Meilan: many people ask me, how do scenes marketing really work? I often tell them that the most important truth of scene marketing is to use all means to shorten the time when you interact with him when he touches you.

Scenes, strictly speaking, as users, I want every moment, in that moment, I hit you in the heart, at this point in time, I need such things, I will feel that you have communication with me.

How does the marketing scenario of UNIQLO do?

Wu Pinhui: the scene is also a word that you often talk about. The most direct way is to make the customer feel that he needs you at some time and in some places.

For example, when it is cold, you need to wear clothes. When you exercise, you need to wear sportswear and so on.

In UNIQLO LifeWear's life experience, there are two important processes in the scene, one is content, and the other is how to stimulate demand.

Sometimes customers may just want to buy a warm underwear or a pair of sports pants, but because in the UNIQLO store, he can see that this dress can make a different style. He may feel that this dress can be worn like this.

Especially in China, especially in the two or three tier cities, it is necessary to pursue and educate people about how to wear clothes and have a sense of life, but how do they imperceptibly serve and satisfy him?

The best education is to let consumers feel the experience themselves.

Content and experience are very important, experience will become online and offline in this closed loop how do you achieve it.

Consumer demand is often hidden. You have to motivate them through the right scenes at the right time, so that he will always remember your brand and products.