Can The Sales Of UNIQLO Built On AR Double?

With the Spring Festival approaching, Alipay and QQ have launched AR red packets, ready to stage a "red packets war".

Not a few

In order to attract more tourists during the Spring Festival when everyone was buying new products, they began to work with two companies to enter the "player ranks".

After McDonald's, Procter & Gamble and Coca-Cola, UNIQLO joined Alipay's AR camp and launched a new marketing strategy.

From January 11th to January 26th,

It will distribute AR real red envelopes in over 400 stores across the country. Shops can get red packets within 500 meters, and Alipay can scan the UNIQLO Logo to open the red envelopes. The red envelopes include vouchers and cash withdrawals.

Though you can't play Pok mon GO, it's OK to grab a red envelope.

Alipay AR real red packet product leader zero long said that for businesses, AR real red packets have natural advantages of offline drainage, businesses can use AR real red envelopes at the special time point of Spring Festival to interact with users in depth, at the same time for offline store drainage, increase user participation.

2016 is an extremely dull year for UNIQLO.

This is the first time that UNIQLO has combined AR technology with store shopping experience for the first time.

Brand.

At the beginning of the year, UNIQLO adopted a new marketing method to try to make some exploding points to make up for the dull ending in 2016.

In the past 2016, as the three fast fashion brand, UNIQLO was flat.

According to the earnings report released by the fast retailing group of UNIQLO parent company, the profit and net profit of UNIQLO declined 22.6% and 56.3% respectively in the financial year from September 2015 to August 2016.

In those days, UNIQLO was also a great sight. In 2013 to 2015, UNIQLO grew more than 60% in the Greater China region, and its operating profit was as high as 83%.

After the rapid fire, UNIQLO seems to have experienced a bottleneck in China.

In the Japanese market, UNIQLO also had the embarrassment of declining performance. In December last year, the sales of UNIQLO Japan fell by 5%, while the same store sales fell by 5.9% compared with the same period last year, which caused the founder Ryui Masa's personal assets to shrink by 14 US $100 million in one day.

UNIQLO attributed this year's defeat to the "unusual warm climate" which has affected the sales of winter products.

In fact, many brands have complained that "warm winter" has affected the sales volume of their products, such as H&M, such as Bosideng, which specializes in Down garments, and thousands of down garments and cotton padded clothes now can be bought at a discount of three hundred or four hundred yuan.

The changeless and changing of UNIQLO

Unchanged

It is reasonable to complain that the weather is bad and affect sales. After all, the weather is not so cold. No one wants to wear heavy down clothes and wrap himself into a heavy polar bear.

Cotton and down clothing are naturally selling poorly.

But the root of it, the lack of flexibility in production, can not deal with the changes in the market.

Many clothing retailers have outsourced production to Asian factories and sent the designs to factories early and made them.

But if the weather is very warm this winter, many brands will not be able to change their stocks and produce goods that match the weather in time.

Like Zara, the design, manufacturing, logistics and distribution of the supply chain will be controlled in their own hands, and this will not happen.

But in fact, the problem of UNIQLO is not only in winter products, but also in other products.

Over the years, UNIQLO has always maintained a "cool" style. Its products are simple, natural, comfortable and reasonably priced, so that they are equally suitable for both young and old, and workplace leisure.

At first, opening the market with this style did create a clean flow in the fast fashion industry.

The quality of Zara and H&M is general, and the style is more aimed at young people.

UNIQLO soon received a warm welcome.

But after several years of precipitation, the product style of UNIQLO has not changed much. For some people, it will feel tired.

All the products bought, besides the frequent replacement of close fitting clothing (such as autumn clothes and underwear), consumers will not have the desire to buy two times.

In the past two years, UNIQLO seems to be a bit reluctant to innovate in terms of product innovation.

In 1998, UNIQLO began selling its fleece products. In just two years, UNIQLO sold its fleece sweater to nearly 1/3 Japanese.

In 2008, UNIQLO introduced HeatTech Series in China to incorporate heated fabrics into close fitting clothing.

For girls, heating up stockings in winter is a good choice.

In 2009, excellent clothing launched autumn and winter high grade light down garment, which can be compressed in a small bag, light and portable, and sold very well in the year, creating a trend.

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Over the years, these innovative products are still regarded as the focus of publicity and sale of objects, or familiar recipes.

But for consumers, HeatTech is good, because it is worn inside, so it has a good sense of experience and will continue to buy.

But after buying one of the down and fleece products, they are not willing to repeat it.

It's embarrassing for colleagues to think that wearing clothes for so many years.

And now I walk into UNIQLO storefront, I feel there are a few young consumers, or some young consumers are planning to buy clothes for their parents and grandparents.

This is not a good thing for a fast fashion company. It is desirable to do well for both young and old, but also strive to retain the core young people.

In this era of advocating consumption upgrading, with the rise of the new middle class in China, many people will be more inclined to purchase quality and design good costumes, and the impact of prices may be weakened.

Consumers may not agree that cheap, good quality but mediocre designs are likely to be faced with the dilemma of the loss of tourists and competitiveness.

According to the world clothing and shoe net, it seems that UNIQLO is still enjoying a high popularity. But in fact, a large part of the reason behind it is the rapid expansion of the illusion that shops are stacked up. But expansion in the first tier cities does not mean that it can bring profits.

Like UNIQLO and H&M, their growth rates are slowing down or even starting to lose money.

If we open up shop to maintain "peace" on the surface, then some Chinese brands in the future may be busy with self help.

Change

Although UNIQLO says that the reason for the decline in sales is due to the weather, it acknowledges that the company needs to increase its strength in product and marketing.

In the past few years, UNIQLO has also made some attempts, such as the joint UT launched jointly with KAWS, a contemporary art master in New York in April.

T-shirts sold well, and the Chinese region contributed nearly 100 million yuan in sales.

If we can keep up with the trend and make more fashionable products, will we improve the brand?

In addition, in November last year, UNIQLO published 6 Magic dialect advertisements on social networks. It used the Cantonese, Shandong dialect, Shanghai dialect, Minnan dialect, Sichuan dialect and northeast dialect to explain the winter's main down products.

The advertising team said that through these advertisements, UNIQLO was trying to be cool, triggering "viral pmission".

These few ads of "less UNIQLO" show up to 500 thousand times in Tencent video.

These attempts were more successful.

The changes are mainly embodied in the design and marketing of products, making the products more youthful.

The AR red envelope program, which joined Alipay, is also one of the marketing strategies to attract young people.

XXX has said that it will achieve 5 trillion yen in 2020, earn more than ZARA and H&M, and become the world's largest apparel manufacturer and retailer.

To this end, UNIQLO can do better. After all, the brand used to use technology to create so many amazing fabrics.

Ryui Masa said in an interview that UNIQLO is not a garment manufacturing enterprise in essence, but a technology company. The rival of UNIQLO is apple, not Gap.

UA has also put aside such rhetoric and thinks that he is a technology company with Samsung and apple rivals. So CES launched many smart wearable products this year.

UNIQLO has less action than UA.

More interesting reports, please pay attention to the world clothing shoes and hats net.