How Does UNIQLO Convey The Emotional Value Of Chinese Annual Customs With "New Clothes"?

For every Chinese, the most traditional and warm memories of the new year are "new clothes".

Everyone has his own new clothes story.

It may be a memory with family members, a tacit understanding from a lover, or a concern among friends. Those love and warmth hidden in the heart are told by "new clothes" in the Chinese year.

The new year's new clothes have irreplaceable emotional value for Chinese people. This also makes it an important symbol for the business brand to interact with consumers in the new year.

During the Spring Festival this year, UNIQLO provided consumers with many choices to show their sense of ritual.

It not only provides the "one-stop" new clothes for the whole family, but also provides a guide for both functional and design design for different occasions during the Spring Festival holiday.

In this purchase list of new year's clothing for you and your family, UNIQLO launches Spring Festival special selection new year fortune series, senior light down clothing series, 2019 spring and summer children's wear series, 2019 spring summer Bottom series, spring summer new Uniqlo U series.

These products have their own characteristics in terms of functionality, collocation scenarios, consumer groups and so on.

New year's good luck series includes HEATTECH warm underwear, no steel ring, bra, shorts and so on. It gives people a warm year flavor in color matching and design. The high-grade light down jacket has added colorful new styles in this season. It has the same parental choice as spring and summer children's clothing series, which can create a bright and relaxing atmosphere in spring. The inspiration comes from the color sense of Impressionism. The spring and summer new Uniqlo U series and spring summer UT series have brought rich collocation imagination.

In addition to the new product season, UNIQLO takes the theme of "New Year's new clothes" as a theme to explore cultural implications with consumers, and deeply participate in the new year's scenes of Chinese consumers from the emotional level.

On the eve of the Spring Festival, UNIQLO launched a series of brand marketing activities through the promotion of spokesmen, promotion of new products and upgrading of online services under the theme of "new clothes, telling our stories". In the process of choosing new clothes with brand consumers, it not only conveys the brand concept of "LifeWear (service life)", but also has a more emotional connection with local consumers in the Chinese market.

In order to reawaken the emotional memory of consumers on "New Year's new clothes", UNIQLO invited global brand spokesperson Ni Ni and Jing Bairan to tell their new clothes story so as to arouse the wide audience's discussion and sharing of the theme of "New Year's new clothes".

Comfortable and warm touch is the interpretation and understanding of UNIQLO's "New Year's new clothes".

In the brand promotion film, Ni Ni, as an actress, pursued a comfortable style of dressing outside her job. Her choice of new year's clothes was "comfortable personality". For Jing Bairan, who grew up in the northeast, the new year's new clothes were the family temperature that the family gave in the long winter.

These dress ideas and emotional expression reflect UNIQLO's exploration and understanding of regional market culture and consumption habits, and are more likely to arouse the resonance of Chinese consumers.

On social media and digital platforms, brands also invite consumers to participate in interaction.

UNIQLO launched micro-blog's theme story on micro-blog's new clothes story, which is also on the palm flagship store, trying to bring the new year related products to consumers in a more scenic way.

People from all walks of life have their own unique new clothes story.

Kunqu Opera artist Zhang Jun, young dancer Zhu Jiejing, SMG host Ren weight, InStyle publisher Yang Ying respectively described the different costumes in their career and family life memories.

With the popularity and development of digital and intelligent technology, the way of consumption and the way of sending blessing are also changing.

UNIQLO is also adapting to this lifestyle change in the new year's marketing.

In order to enable consumers to experience online shopping and blessing services during the new year shopping season, UNIQLO launched a new "heart to heart" campaign at Palm flagship store this year to enhance online interaction between brands and consumers.

Customers can customize their new year's greeting cards through the homepage of the flagship store app on the UNIQLO library and customize their new year's greeting cards. They can choose new clothes or share coupons for friends or family members, and then share them with friends through WeChat when they buy or receive tickets.

At the same time, friends receive new greetings and blessings cards, you can create pictures and share your thoughts with friends circle.

Uniqe store services also upgraded during the Spring Festival under the new online upgrading of online and offline businesses.

During the Spring Festival this year, more than 660 stores in UNIQLO, which support 365 days' unstoppable stores, offer their own services, and the stores can finish stocking in 1 hours at the fastest time. Consumers can choose their own stores to pick up their products in any country.

At the same time, it also provides "free change, easy to replace" after-sale value-added services to meet the individual needs of changing trousers, similar products for color and size, and on the spot try to solve many shopping problems of consumers during the Spring Festival.

In addition, UNIQLO flagship stores and offline stores have also launched new year benefits.

On line, on January 7th -2 10, members choose the "store self mention" on the flagship store of the UNIQLO library. When you pick up the goods on the day of the store, you can receive 30 yuan from the store, and you can use the gift coupon from January 8th to January 7th, and 24 yuan to the designated store for 300 yuan.

Online, from January 25th onwards, consumers to UNIQLO mainland China any entity stores, a single consumption of 588 yuan, that is, 1 New Year's rugs.

From January 11th onwards, members to UNIQLO mainland China any entity stores, single consumption of any amount, enter WeChat card package to show UNIQLO membership card, that is, 1 sets of new spring red packets.

Since the launch of the brand new slogan "LifeWear (service life)" in 2013, UNIQLO has continuously propagandizing its own brand concept in the process of globalization, exploring and thinking about the meaning of clothing with consumers in different regions.

Author: Song Ci

And this new year's marketing campaign, which is based on "new clothes, telling our stories", is another innovative attempt of the interaction and interaction between UNIQLO and Chinese local consumers.