Become A New Year'S Product -- The New Year'S Method Of UNIQLO Style

Finally, on the eve of the Lunar New Year's Eve, women took the girls to make dumplings at home, and the men took the boys to their ancestors' grave.

At that time, there was no television, no electricity, and went to bed after supper.

When she was asleep, she was whispered by her mother.

When I got up and put on my new clothes, I felt very mysterious, especially cold, and my teeth trembled.

...

Such a dark night can no longer be seen. The night is not as black as it used to be -- this is really beginning to celebrate the new year.

-- Mo Yan

Today, the material and spiritual supply is adequate or even surplus. Today, this passage is bound to make people staggered in space and time. Men and women, old and young, each identity and action have been given special meaning because of their years, and with the memory of their senses, they have become the warmest part of a generation's memory.

For young people, it's a bit hard to imagine such a grand way to celebrate the new year.

However, even though the way of Chinese New Year is much simplified nowadays, Mo Yan's unforgettable "new year wear new clothes" is still one of the most important rituals that can not be omitted. Not only that, the more convenient and smooth consumption experience brought by the upgrading of the clothing retail industry, but also makes people wearing new clothes and sending new clothes become a more and more preferred link nowadays.

Last year, an investigation by UNIQLO directly confirmed this trend.

In the survey of Chinese consumers' consumption and lifestyle changes in the new year, 78% said they would store new products for the whole family, and clothing was replacing their traditional goods for their first choice.

Under this trend, UNIQLO, known as the "national brand", has a new goal of becoming a "new year product".

In China, becoming a new year's product is a higher certification of a brand's "national" character.

But when it comes to Chinese people to open their doors during the Spring Festival, it's hard to mention the gift in front of their families.

How to become a new year's product?

In Marcel Moss's gift, he said:

"Friendship between people is sublimated in gift exchange."

For Chinese people, this is especially true. New Year's products are never just an object, but an individual's carrier to communicate emotions in family relations. That is to say, when a product becomes a Chinese New Year's product, it needs not only practical value, but also the emotional value of all family members.

Based on this, on the eve of the 2019 Spring Festival, UNIQLO launched a brand campaign featuring the theme of "new clothes, telling our stories". Jing Bairan and Ni Ni, the global brand spokeswoman of UNIQLO, recalls the memories of new year's new clothes and the criteria for choosing new clothes, and arouses consumers' stories about new year's new clothes on social media topics.

This is an activity intended to arouse the taste and tender memories of the year.

Fiber remembers the temperature of old stories.

Just like Jing Bairan recalled, the temperature of the new sweater he wore in the long winter of the northeast, the busy and happy days of his family, the fusion of the hot meal of the new year's Eve in the light, mixed with the background sound coming out of the television.

Everything can now be awakened by the soft and warm waxy touch of a knitted sweater.

The new clothes are our memory clues.

In UNIQLO launched the theme KV, such clues are placed in different Chinese family scenes and intergenerational relations. There are three generations of families who insist on wearing new year's red clothes, the three generation of fathers and sons who want to wear the same clothes as Dad, and couples with men and women alike.

The old and new concepts that follow in Chinese family relations are embodied in wearing and copywriting.

Warmth is aroused, so how can we pass it through the way people are used to?

UNIQLO's solution is based on the card sharing of social software: UNIQLO launched a new "heart to heart" campaign at the flagship store, and went to the flagship store on the UNIQLO library to enter the home page, sent the exclusive new year greeting card, chose the new clothes or shared coupons for friends and family members, and completed the purchase or coupon, and then shared them with friends through WeChat.

Friends receive new greetings and blessings cards, you can create pictures, share your thoughts with your friends, and enjoy the new year's greetings.

Similarly, based on the findings of last year's uniqo, 54% of the people will use new retail and online offline services to buy gifts for their families ahead of time and spend more time with their families for a short spring festival. 68% people say that even if the Spring Festival is unable to go home for a variety of reasons, they will use line offline services to buy gifts for their families and do their annual goods. In order to better support the needs of wiring activities, the uniqo continues to upgrade the consumption experience of O2O this year.

The time of online shop's self service delivery has been upgraded from last year's promised "24 hours" to "finishing the stock in the first 1 hours". This way, consumers can choose their own stores to pick up the goods when they send the blessing online, and the "cross city love" is more convenient and fast. Consumers who travel in spring can also "light" travel, and get the new clothes when they get off the plane.

The new year's methodology of UNIQLO style

This is not the first time UNIQLO wants to become a Chinese new year product.

In recent years, UNIQLO has been exploring the change of Chinese New Year's ways in a patient and practical way, and meeting the actual needs accordingly.

On the basis of that, last year, UNIQLO launched online smart phones on the basis of AI and AR technology, and the smiling face recognition and red envelopes were in the atmosphere of celebrating the Spring Festival with Chinese people. The AI and AR rules of play were the solutions in the conclusion of the survey.

UNIQLO's Cross City pick-up service was launched last year, because UNIQLO observed that people had already been burdened with big bags.

This year, we found that the spring festival marketing and the corresponding services of the uniqo are becoming a very "uniqo" brand practice. The so-called "uniqo" style is that it embodies the simplicity and practicality of the product in marketing and digital retail.

Starting from this year's "new clothes, telling our story" activities, the Spring Festival node is a peak of emotional marketing. For brands, telling a good home story can bring many topics and discussions, but UNIQLO has gone through an emotional Road, and ultimately falls on the way users wear plans and service experience.

UNIQLO distilled the custom of losing "new year wear new clothes", emphasizing the return of annual flavor. The most important thing is that it combines the spokesperson, the specific commodity and the practical wear suggestion with the needs of the Chinese people to convey emotion in the Spring Festival.

Therefore, this is not an empty slogan for giving gifts to uniforms. When consumers look at UNIQLO, they will not have a sense of emptiness about sending their parents, relatives or gifts.

Specifically, you can find a collection of red clothing that goes with the Chinese traditional "New Year's luck series" - from the underwear to the red coat of the coat, whether it's a classic HEATTECH warm underwear, or a light down jacket, or a sweater sweater. If your family wears a red tradition in the new year, you can basically get the red elements of the family together in this collection.

You can find a new clothes matching scheme based on different family members: if you want to buy gifts for the male members of your family, you can find a mix of casual jackets and sweaters for men of different ages and family reunion.

Similarly, for women's members, you can find inspiration in the family portrait or the new year's dress reference. If you are based on a family scene, such as shooting a family portrait or a family of three outings, these reference riches almost satisfy the needs of most families in these scenes. Echoing the details of each match is a reflection of the emotional exchange in the Spring Festival.

The spring festival marketing of UNIQLO not only solves the common pain points in the Spring Festival gift giving: it can give consideration to the problems of gifts and family members' lack of practical gifts, etc. at the same time, it is similar to "to wear the same with Papa" and "Mom insists that the family members are a bit red in the new year," just like the new year's "love goods" and the design of corresponding cards, so that both the giver and the recipient receive emotional satisfaction in a specific relationship when they get the gift.

This is the practicality of the spring festival marketing of UNIQLO in "traditional values".

The matching UNIQLO stores offer their services, including the shop order mentioned above, and stores can finish stocking in 1 hours at the fastest time. Consumers can choose their own stores to pick up goods in any country. This is a trend that complies with the fact that people no longer pack big bags and carry the new year's goods home, so that the emotional satisfaction and shopping experience can be smoothly connected.

This is the practicality of the spring festival marketing of UNIQLO in the "consumption experience".

And the "heart to heart" activities launched by UNIQLO at handheld flagship store also meet the needs of people who want to "bask" or "bask" to express emotional feedback by creating sharing behavior.

It helps people to emphasize the expression of emotions in the process of sharing in order to better conform to current social habits. This is the practicality of the spring festival marketing of UNIQLO in "social sharing".

And every action above is simple and efficient for consumers. Thus, from the awakening of annual flavor, the delivery of gifts to the solution, and the sharing, UNIQLO provides a very "closed style" New Year's gift closed loop.

For this emphasis on practicality and cost-effective marketing methods, UNIQLO CMO Wu Pinhui last year told the media that UNIQLO as a direct retailer for effective pformation, consumer experience, she believes that the key point of new retail is products and services.

In 2019, UNIQLO's "New Year's Methodology" was further deepened.

From a series of expressions in "new clothes and our story", we can see that UNIQLO knows more about the Chinese people's Chinese year.

To become a new year's product, if UNIQLO's "basic fund" is a natural advantage for sku of all ages, their detailed and long-term insight into Chinese consumers' lifestyles, and the optimization of consumer buying experience through the use of digital retailing, as well as the ingenious combination of functional and emotional characteristics of commodities themselves, are their "acquired efforts".

It is the 6-60 riches of clothing that UNIQLO offers to meet the needs of different life scenes and functional needs. It has a subtle influence on changing consumers, so that they can think of UNIQLO when they think of buying new year's clothing and buying new clothes. This is a place where families can find suitable products.

With constant penetration of brands and combinations of stores, we can see that UNIQLO is naturally becoming part of our year.