UNIQLO, Greater China CMO: Do Not Make Cutting-Edge Fashion, Only Do Necessities For Life.

In August 3rd,

During the period, UNIQLO Greater China CMO Wu Pinhui interviewed the media.

The views and practices of consumers, channels, digitalization and other issues demonstrate uniqe's pursuit of product details and the concept of life and life, and reveal the true meaning of returning to the essence of retailing.

A conference with a sense of mission.

Two venues, 22 to see each other, less than 10 meters away, set up the two major events of the conference.

A main show art, a main show product and technology, one side is the piano, dancer, colorful coloured glaze created audio-visual enjoyment, while the major series of new costumes under the technology of the strength of the show.

This is the first time that UNIQLO has introduced the new product preview into the museum. It is a breakthrough display and a public subversion of UNIQLO's impression.

"Through a conference and an interesting form, what we want to tell you is what kind of life the UNIQLO wants to bring to consumers."

Wu Pinhui, CMO of Greater China in UNIQLO, said this.

This naturally returns to the brand's level -- life.

It's not the same as the costumes that often seem unreachable.

Want to convey a concept that clothing is art, life is art, clothing is science, and life is science.

Whether pianists or dancers, everyone can go through UNIQLO.

To find the scientific and artistic side of your life, to find different scenes and experience the feeling of dressing in different moments.

So the theme of this conference was technology and art.

The manufacture of a garment involves many applications of science and technology itself. But in UNIQLO's view, besides science and technology, there are artistic expressions, including design, edition, color and so on.

Better combination of trends and details to jump on clothes?

"We hope that UNIQLO's clothes are a work of art that everyone can afford. This artwork needs the support of science and technology, such as HEATTECH, blocktech and so on.

stay

On the basis of design and edition, through the combination of color and life scenes, we can better convey the different values of life that clothing can bring to us.

This explains why the new product preview is not just a display of goods, but a double theme show.

Through this press conference, UNIQLO wants to make the product details more "exposed" in the media and consumers' horizons. From the exhibition site, it is obvious that this goal has been achieved.

In the product hall, this season, the Knit Qun knitting series, HEATTECH warm underwear, Fleece fleece series, Ultra Light Down high light feather down series, Blocktech, Jeans&EZY Color Jeans cowboy series and the EZY color cowboy series, as well as the collaborate series of the Jeans, and the series of other products have been displayed and displayed. Before each series, the staff members are tirelessly making professional introduction to product fabrics, edition, function and technology selling points.

Not only are fabrics, processes, scenes, and interior details more viewed by UNIQLO as important product strength.

Compared to the pursuit of good-looking and fashionable, UNIQLO is more willing to "knock" on the details that do not seem to be very much concerned. A very ordinary round neckdown vest can be changed to a V collar by a secret button operation. It provides a solution to build the interior. The seamless down jacket has a more intimate and beautiful appearance besides keeping the windproof, waterproof and lightweight functions.

This is also the new functional aesthetics that UNIQLO is carrying out in recent years. It extends from design creativity to integration from technology to ends.

Wu Pinhui said that the future dress is not only good-looking, but should give people more space to enjoy the functions brought by clothing.

It is necessary to have functions and aesthetics. This aesthetics may not be very fashionable, but everyone can wear it. That is the two sides of life that UNIQLO suits life to achieve: Science and art.

Making friends with young people is cool.

Since 2013, the fast selling group of Youqun parent company has started the brand pformation action, and the young people have become the consumer group highly valued by UNIQLO.

There are many ways for young people to express their personalities. Dressing appeals are most demanding.

So UNIQLO began to increase investment in product R & D, technological innovation and brand marketing, attracting more young people's attention.

In the traditional concept, young people are not rational enough to consume, and their brand loyalty is low. They are easy to be influenced by fashion trends. However, through repeated surveys on the trend of social consumption, UNIQLO is acutely aware that most young people's demand for clothes is not only a low price, popular quality, but also a key factor for them to choose the brand.

According to UNIQLO, quality includes cost performance and life extension.

As a category that UNIQLO has vigorously explored in recent years, UT has become the collection carrier of the brand content of UNIQLO, bringing together elements such as art, culture, two dimension, animation and so on, and working together with high-end designers to achieve a good market reaction.

For example, cooperation with former Hermes creative director Lemaire, and KAWS, INES and so on, these young people with limited economic ability in the past may need to frugal for one or two years to afford them, but now they are becoming a "affordable luxury (affordable luxury goods)" to satisfy their thirst, which is the embodiment of cost performance.

Whether students or social workers in the workplace, UNIQLO is "infiltrating" the different life scenes of young people and becoming an emotional link through language.

Of course, UNIQLO wants to do more than just "infiltrate" the existing scene. It wants to break the boundaries of different scenes and achieve the unity of human beings.

The beach holiday series launched by UNIQLO jointly designed by BV Tomas Maier is based on this ideal.

The biggest feature of the series is not that all fabrics are breathable, absorbent, fast drying and hygroscopic. Instead, a swimsuit / swimming trunks can satisfy the different needs of swimming and party, and even the dressing changes are saved.

In addition to products, UNIQLO's insight into young people is also reflected in digital construction.

"Lian Shang net" understands that at present, more than 60%~70% of UNIQLO's marketing is in the digital end, including mobile phone ends, from the media end, as well as jitter and other new media platforms.

Among them, the brand has more than 700 thousand fans on the jitter, and this is obtained without any promotion.

Think about how to use good products and communicate with young people through the digitalization of life. Let them feel that UNIQLO is like a friend in life, no matter what consumers want, gossip, funny or interesting, or when consumers need to go on a date or interview, he may find some Solution in it. This is what Youqu is doing for young people.

And the changes that these efforts show are, in the eyes of young people, UNIQLO cool.

"In fact, there are many layers of cool things. We just do things in a way that they can accept and understand."

Wu Pinhui said so.

Channel is not a problem. Follow customers.

Since its entry into the Chinese market in 2002, the number of UNIQLO stores in China has nearly 700, and has maintained the speed of opening one hundred stores a year.

It is rare for us to be weak and fashionable.

On the line, UNIQLO continued to deploy and occupy China's core business circle and infiltrate into two or three tier cities. On the Internet, UNIQLO entered Tmall in 2009. It was the first fashion brand to enter Tmall in the early days. Since 2012, Tmall has been participating in Tmall's double 11 and has won the top 11 in many years.

Online and offline the same price, the store's self promotion and other full channel initiatives is to boost UNIQLO to further climb the peak of performance.

In the eyes of outsiders, the construction of UNIQLO's channel is too excellent, and the market reaction ability is always a step forward.

It seems that UNIQLO does not seem to have any difficulty in solving many brand channel problems.

In the view of UNIQLO itself, this may not be a channel problem. Instead of exploring channels, it is better to return to the essence of retailing.

"Follow the customers," Wu Pinhui summed up in five words.

In the mobile Internet era, consumers get information and consumption scenes are scattered. How to create a multi scene content and service platform, and connect with customers at any time and anywhere, this is what UNIQLO takes seriously.

"For us, the meaning of online is the same as offline, it is a store.

No matter which channel can convey the value and service of a good product, experience is the most important. "

UNIQLO is more focused on the new retail Road than the channel.

Build a series of online content platforms, including micro-blog, WeChat, NICE, APP, etc., to establish a base for communication with consumers, to capture consumer preferences, so as to understand them.

At the sales terminal, new initiatives such as online experience of new members, APP faster looking for size and inventory, self mentioning of stores, changing trousers and so on have been implemented, and cooperation with ALI and Tencent has been made to optimize payment methods, and even achieve personalized recommendation, making it easier for consumers to buy and pay more.

Through the digital pformation of stores, we can get through the online, offline, and maximize the value and value of goods before, after, after and after sale.

These seemingly simple operations contain the digital logic of UNIQLO.

In Wu Pinhui's view, ease and convenience are the essence of numbers.

Traffic is not equal to content, content is not equal to thought, and thought is not equal to value. Therefore, in terms of numbers, design and creativity are particularly important.

"All the design and creativity can be reflected by digital tools. In the past, it could be a 60 second advertisement. Now it can be done in ten or five seconds, but the question is whether consumers can understand the value of what they do. This is a challenge.

The greatest value of numbers should be to help consumers get more relaxed and smarter to enjoy the wisdom, convenience and Inspiration of numbers.

Figure: UNIQLO Greater China CMO Wu Pinhui

Don't be a cutting-edge fashion, only a necessity for life.

In the eyes of many consumers, UNIQLO has increasingly become a fast fading brand hard to leave.

"We don't want to be the cutting-edge fashion. We are the necessities of life."

Wu Pinhui believes that being a fast food product is acceptable to everyone, which is just a major brand advantage of UNIQLO.

As for fashion, in a sense, UNIQLO is a subversive.

From the UT listing, "looting" and "drying up" of consumers can be seen, giving consumers a unique sense of existence.

A way of expression, and the sense of existence of life value may be more important than playing cool and looking good at those things.