Can Double 11 UNIQLO Record This Year?

Last three years

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Refresh sales records again and again.

According to the world clothing shoes and hats net, in 2014, double 11, UNIQLO ranked Tmall in the dark horse.

Second; 2015 double 11, UNIQLO became the champion of Tmall apparel category, the overall sales exceeded 600 million yuan; 2016 pairs 11, UNIQLO 2 minutes 53 seconds, became the fastest brand breaking brand of the whole category, and sold out after 10 hours.

From the pre-sale situation of double 11 this year, the list of pre-sale as at 24 in November 1st shows that UNIQLO is third.

Behind sales performance, "new retail" has become a key word in UNIQLO.

On the basis of last year, double 11 new retail sales were upgraded again this year: convenient collection and purchase experience, personalized after-sales service and cross regional quick pick-up.

Not just low prices

For many consumers, double 11 is no longer a cheap carnival.

On the eve of double 11 this year, based on consumer expectations and insights, UNIQLO joint third party research institutions released the "double eleven consumer expectation survey 2017".

The survey shows that consumers are faced with many problems during the double 11 shopping season, putting forward new expectations for "superior quality" and paying more attention to the realization of the quality and individual life of individuals.

Of the 16750 consumers in the country, 88% of consumers want to buy both preferential and quality guaranteed products in double 11. 65% of consumers hope not only online, but also at the store can get the same quality new products for the season, 66% of consumers want to no longer impulse consumption, and buy good products that are really needed.

For commodity prices, 76% of consumers want to be pparent, do not exaggerate the discount rate by floating prices, and 72% of consumers want double 11 promotion time longer than double 11.

Chart source: UNIQLO and the third party Research Institute jointly issued the 2017 double 10 consumer expectation survey in October 20th, and 16750 people participated in the official platform of UNIQLO and the three party platform.

Therefore, although many people are rushing to double 11 discount sales, UNIQLO believes that price and quality are not contradictory, and the service experience of "superior quality" should not be discounted.

This year's double 11, UNIQLO has launched a high quality, price pparent 2017 autumn and winter main selling popular products.

For example, light and warm portable high-end feather down clothing, "black technology" HEATTECH warm underwear, soft and warm, comfortable, vibrant free fleece series, hundreds of styles, personality, fashionable flannel series and other star products.

These commodities almost cover the different life scenes of consumers, and also reflect the combination of technology and fashion.

More than speed

In fact, last year, double 11 and UNIQLO launched the "double 11 consumer expectations" survey in 2016. Close to 40 thousand consumers voted in the -10 28 months of October 21st, including the UNIQLO digital platform. Among them, 99% of consumers hoped that online stores / stores would offer a simultaneous discount, and 56% of consumers expected to speed up the double 11 period.

In view of the speed of receiving, 81% of consumers want to pick up goods directly in the nearest stores.

Therefore, on the basis of these data, UNIQLO maintained the same online and offline prices during the period of double 11 in 2016, and the price is pparent. "Unlike the usual, UNIQLO will offer services to some selected products, and offer Alipay offline payment to win the cash coupon."

The operation of the whole channel has been started before the activity. "

UNIQLO told reporters.

In UNIQLO's double 11 consumer demand survey this year, 78% of consumers want to enjoy personalized after-sales value-added services in nearby stores (such as quick replacement, replacement of merchandise size, modification of trousers and so on), and 72% of people hope to pick up goods quickly in self selected stores.

According to the data provided by Tmall, the demand for double 11 shopping is also changing slightly.

41.3% of consumers like to buy gifts in double 11 to their families, and 36.9% of the consumers will hoard their children on this day (source: Zhi Meng: 2016 double 10 consumer behavior report).

The rapid demand for goods thus derived enables 72% consumers to realize quick pick-up of stores, even if they are not in a city, they can quickly send warmth to their families.

Therefore, UNIQLO said that this year's double 11 has further upgraded O2O's new retail experience: online ordering, consumers can choose their own stores to pick up the goods, even if they cross the province across regions, they will be able to get stock ready in the fastest 24 hours.

At present, UNIQLO has opened more than 500 stores in China.

During double 11, these stores will support services.

This means that UNIQLO has completely broken the geographical restrictions of stores.

This new O2O retail service of "A underground single, B take delivery" allows families and friends to quickly and easily collect your intimate gifts even if they are not in the same city, and at the same time meet your shopping needs for business travel and travel.

"UNIQLO said.

In order to encourage more consumers to make their own stores within 24 hours, they can get a value of $10 to buy coupons if they want to pick up goods in stores within 15 days of -11 November 10th. They will be able to pay 200 yuan before they arrive in November 30th.

It is also worth mentioning that UNIQLO has provided more personalized services and launched the "free change, easy to replace" value-added service.

Consumers can change the size of the product according to the try on experience (only for goods that are backed up for seven days, no reason to return the goods), the same kind of goods can be changed for color, and even the trousers can be altered for free.

And the on-line service also makes retail become a non channel boundary.

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