Decryption: How Does UNIQLO View Customers?

World clothing shoes and hats, as a brand name, UNIQLO already has a world-renowned reputation, and has also exported high-quality products. As a retailer, in the case of slower growth of peers, and even stop shop stop bleeding, UNIQLO fiscal year 2017 has produced a record high revenue and net profit.

Obviously, UNIQLO has become a recognized learning paradigm whether it is in the brand industry or in the retail stage.

But in the view of UNIQLO itself, it only focuses on the clothing industry, and there is still much room for improvement.

The fundamental point is product and service.

In 2017, the whole Chinese market was flooded with words such as consumption upgrading, digitalization, intelligent trend, new retail, block chain and so on. Especially after double eleven, experience was king, and the rise of new middle class was also mentioned repeatedly, even in 2017, it is well deserved to be regarded as the first year of new retail.

Many companies are in a state of anxiety, and are afraid that they will be out because they do not know the above words.

"I think we need to calm down. Now a lot of things are too big.

I believe that no matter what work is done, it is very important to be down-to-earth.

CMO said, "what is new retail is actually smarter and more efficient. Ultimately, the key is product and service experience."

And this is also what UNIQLO has been communicating.

What UNIQLO is doing now is to increase the public's recognition of the value and fashion of their clothes.

The hope is that its product is not only a basic item, but a classic one, or even a fashionable one.

This explains why it is so diligently involved in cross-border joint funds.

Constantly collaborate with artists and designers including IN S, JW ANDERSON, Jil Sander 's, Christophe Lemaire, Ines De, Lemaire, and so on.

And the latest issue of UNIQLO 2018 spring and summer series, whether from the version or color, has been a bold attempt.

On the basis of maintaining the beauty of its curves, women's clothing is more and more diversified. It also introduces the two items that are two wear and wear.

Today's new dynamic pants, in addition to combining fast drying and high elastic function, the version can be worn to play or wear to work.

There are many colors not only seasonal fashion, but also some color developed by UNIQLO. The reason is that consumers can better control.

"You will find that it is not quite the same as the popular colors. We have more and more so-called fashion colors, which are integrated into the series of UNIQLO.

Because many fashionable colors of the season, ordinary consumers are not easy to control.

CMO explains.

At the same time, because of its retail genetic genes, UNIQLO attaches great importance to market demand.

"What do we think about every day? What products do we need to do? What are the needs of customers? How do we present the value of goods? How should the stores do visual impact? What should we do for our customers?

Offline stores have become an important way for them to understand the market.

UNIQLO cultivator is an online and offline service experience, and an added value experience of the retail store itself.

And the use of technology can make retail efficiency more efficient.

Take this spring festival to go on line.

From the point of view, A underground single and B pick up services, on the one hand, reduced the baggage problem of customers during the Spring Festival. At the same time, it also dispelled their subsequent concerns about online products, such as material, color and size. On the other hand, it was also the embodiment of the drainage line under the UNIQLO line.

You know, this year, double eleven and UNIQLO's sales of customers brought by the store itself are five times more than double eleven last year.

According to statistics, over 10% or 15% of customers from UNIQLO stores will choose to make additional purchases in stores.

In addition, there are no such plans for outdoor stores, such as coffee bar, juice shop, home product line and so on, which are known as lifestyle.

"In our current Business model, we still pay more attention to our industry, that is, clothing related."

How to treat customers

After positioning its role, UNIQLO began to explore the relationship with customers.

One of the important points is that fans do not mean customers, and the variables in the middle depend on loyalty.

Many brands in the promotion will actually use advertising, spokesmen, net red, media and other ways, spend energy to produce a big wave of traffic.

This is indeed a topic of conversation, and many people may be surrounded by powder.

But the topic is difficult to drive sustained competitiveness, falling on the brand, the topic is difficult to create monthly traffic, and then convert it into sales.

Fans do not necessarily pay for the powder, just like you can praise a person very handsome, but you may not want him to be your boyfriend.

In UNIQLO's view, to pform fans into customers, it is necessary to improve their loyalty to the brand.

"I think the loyalty flow of fans is the true traffic, they will bring the final sales."

In order to achieve this goal, UNIQLO actually acts as a "teacher" in addition to the work done on products and services mentioned above.

Take the clothes to wear, for example, UNIQLO will tell consumers how to express their personality and fashion through dressing.

This has upset the understanding of fashion in the past.

In the past, fashion was defined by the outside world. Today, UNIQLO is trying to "educate" consumers in a subtle way. Fashion can actually define itself.

"You said my goods have improved, but we are still doing this.

Tell customers how to get out of fashion sense, what kind of clothes you should wear and how to do it, which greatly changed his perception of brand and clothing.

At present, UNIQLO has nearly 100 million fans in China, and its loyalty is generally high.

UNIQLO also has its own service principles for its members.

It believes that there is no difference in the communication between brands and customers.

"All customers, loyal customers or disloyal customers, are first of all your customers. You should give the best services and products.

It's not because he's your VIP, it's different. "

But UNIQLO is also starting to become a member because it finds that many customers actually need timely access to important information.

For example, some designers of UNIQLO, because many customers do not know the news in time, or are limited by time, can not buy the long-lasting style at last.

And the uniqo wants to provide more information about the product and service that the customer wants to know through the service of the member.

"You can provide members with more efficient, or more detailed services."

In UNIQLO's guidelines, as a

It should not be distinguished that your service is VIP, or not VIP, because this is a violation of retail logic and common sense.

It is based on

This understanding of brand and retail has nearly 2000 stores around the world today, a double profit in 2017 fiscal year, and more and more consumer recognition.

For the Chinese market, it is optimistic that it should increase to 1000 stores before 2020.

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