Why Can UNIQLO Sell Clothes 6 Times Faster Than Muji?

Compared with Muji, UNIQLO's location in customer mind is clearer.

Though Muji sells more merchandise than UNIQLO, who has bigger sales?

How many times is UNIQLO?

Six times.

It is very difficult for customers to think about their products when they are not clear about their categories. When they are shopping, they will have a random look. The conversion rate between them is very different.

What problems do consumers think when they face a strange brand?

What do you do?

Compared with other brands, what is the difference between you and others: what value can they bring to me?

How can you see that your value really exists?

Therefore, to make a brand well is to answer these three questions.

First question: what do you do?

New category naming eight character formula

To provide consumers with the core simple information - "category".

What is a category?

It is the last classification before the customer makes the purchase decision.

Are shoes category?

Shoes are called abstract products. The real category should be sneakers.

1, we must be clear about the category represented by our brand, so as to effectively connect the needs of our customers.

What is Muji?

Hear nothing of.

UNIQLO sells clothes.

Compared with Muji, UNIQLO's location in customer mind is clearer.

Though Muji sells more merchandise than UNIQLO, who has bigger sales?

How many times is UNIQLO?

Six times.

It is very difficult for customers to think about their products when they are not clear about their categories. When they are shopping, they will have a random look. The conversion rate between them is very different.

2. New products are the main source of new brands.

One of the most important characteristics of a category is continuous differentiation and new products.

A new category is equivalent to a blank colony. Finding it and preempting it is the best chance to create a brand.

With the growth and growth of the category, its customers will become more and more. A large number of customers will inevitably bring some users' needs which can not be effectively satisfied. When these minorities are increasing, reaching a certain critical size, they will generate a new subdivision to satisfy these new demands.

3, when a new category arises, it will get a name.

This name basically concerns the life and death of this category.

For example, there is such a category, someone called PDA, someone calls a palm computer, someone calls a smart phone.

When Apple launched this handwriting, Internet access and phone call, it was called PDA, which was vigorously promoted and finally failed.

The name is wrong, PDA, personal digital assistant, no one can understand, do not know where to come from.

But apple made PDA technology, without wasting, and finally made iPhone, which was very successful.

How to name new products?

We have a principle called eight character formula.

1, there is a root.

Follow the principle of category differentiation, dig up the needs of old categories and customers.

For example, yogurt and soy milk, with the help of milk this category of Lenovo, to differentiate users' demand for milk.

2, goodwill.

More valuable expression.

The same is the butter extracted from plants, you are called margarine, you certainly are not interested in eating, you call it vegetable butter, vegetarian may be more preferred.

And you can redefine that vegetable butter is free from cholesterol, rich in isoflavones, and so on, to better express this category.

3, straightforward.

Directly refers to the characteristics or visualization of the brand.

What is the earliest known balance car?

Body sensing car, body induction control car.

Most people think the same as the "body sense" of a pull rod box.

We feel that the best plation should be called Li Hang, the most direct and straightforward.

4, brief.

Easy to remember and spread.

Because customers can say two words, absolutely do not say three words.

For example, the difference between computer and computer, but now the frequency of using computers is obviously higher than that of computers.

Because the computer is too powerful, it also extends many other categories, such as computer bags and computer tables.

The expression of computer package and computer desk makes people feel very tired.

Second question: what is the difference?

9 ways of brand differentiation

The second question is: what is the difference?

Your brand must be different from its competitors and there are significant differences for customers.

An important criterion is that when customers hear your advertisement, they no longer ask, "so what?"

For example, the advertisement of Hengda ice spring, "a source of water for the whole world".

We can't help thinking, what's going on?

What does it mean for me to have a water supply for the whole world?

There is a book called "difference", which tells us 9 ways of brand differentiation, which can help us better display our brand characteristics.

For example, it divides products into two characteristics, one is physical characteristics, the other is market characteristics.

1, physical characteristics refer to the intrinsic benefits of products.

The next one is subdivision. The first is called direct characteristics, such as tasty, whitening and moisturizing.

The second is called indirect properties, such as manufacturing methods, purely manual, or 72 processes that emphasize the natural or complex manufacturing process and are of special value to consumers.

For example, the new generation, such as iPhone1 to iPhone7, makes people feel the value of technological iteration and progress.

These can indirectly imply that your product is better than your competitors.

2, market characteristics refer to market performance that can affect customer choice.

This can be divided into many kinds.

For example, the founder.

The creator means originality, others are Shanzhai, because you are original, so to a large extent, you have more professional knowledge.

Leader.

I am the best seller in the market, the most recognized by consumers, which is very convincing for customers.

Classic.

My brand has existed for 300 years, and after the verification of history, customers will find it valuable.

Sell well.

Selling goods out, this information will often make consumers feel very impressed.

The most popular.

It is the favorite brand of a particular group, such as Nike, which is the most popular brand among professional athletes, and it is also different for consumers.

Expert.

Focus on subdivision, and you have more knowledge in this field.

In fact, there are more than 9 ways of changing the market and brand differentiation. There are many ways that we can explore and summarize ourselves.

Third question: why do you see this?

Provide three kinds of trust to customers.

The third is called "why" and "trust" should be provided to customers.

There are three types of trust.

1, authoritative third party certification: Dezhou braised chicken (Chinese time-honored brand), eight Tieguanyin (national intangible cultural heritage).

2, customers self verify: seeing is believing.

For example, when we saw a restaurant waiting in front of the restaurant, we subconsciously judged that the restaurant must be delicious.

3, brand effective commitment: free trial, invalid refund, these are brand commitment.

In fact, there are many ways to get customers' trust. When we provide trust to customers, we must use various methods and use them as much as possible to create a three-dimensional trust.

For example, "Bai Guo Yuan" actually provides customers with three kinds of trust:

The authoritative third party has proved that Asia's 2015 fruit and vegetable retailers award is the only fruit enterprise in China's top 100 chain stores.

Customers verify it: there are many stores. If you say you are the largest fruit chain store in the country, if you can't see your store, customers will never believe it.

The effective commitment of the brand: no good three no (no reason, no small ticket, no food) refund.

It's not good to get a refund directly to you. Such a promise is very reassuring for customers to buy it. Hundreds of millions of dollars are repaid every year, but it's worth it compared to billions of sales.