Uniqlo EC Division head Hu Guoxun: Uniqlo electric dealers have been trying to sell the forefront of the way

In the fashion brand retail seminar hosted by Transcosmos, Hu Guoxun, Director of the EC Division of Uniqlo, said that Uniqlo's Power Corps team only has more than 10 people, has been trying the forefront of the sales approach, online and offline joint marketing has accumulated some experience.

First, the line up and down the single lane to take the conversion rate is not high

Uniqlo has tried for three months, allowing users to line up and down a single, offline stores to take goods, but finally reached the actual conversion rate is very low. Hu Guoxun explained that there are two main reasons: first, the Chinese distribution cost is very low, compared with the door-to-door, consumers prefer to send to the home or company; the second is the store and the electrical business IT system did not get through, the consumer to the store to mention the goods, the need for the EC Division Express to the store, from the operation of the increase in costs. In addition, Uniqlo stores are listed in their own planning, there is no design space to place the electrical business package.

Second, the store can drive local users to buy online

Hu Guoxun said the sales figures for the clothing warehouse, the more stores open, the more online sales. Because consumers to the store, you can experience the quality of Uniqlo products and services, the brand recognition will be higher.

Billion power network to understand that since September 2002 formally entered the Chinese market, Uniqlo has about 300 stores nationwide. At present, Beijing and Shanghai stores a total of more than 80, South China, central and Southwest will be Uniqlo future focus on expanding areas. According to the Global senior executive vice president of Fast Sales group, penning, CEO of Uniqlo Greater China, according to the plan of Uniqlo, in the future will be in Greater China 80~100 new stores, and for poor performance of the store will be closed.

Third, online for the new store drainage

In response to media reports that Uniqlo's O2O strategy is offline for offline drainage, Hu Guoxun says Uniqlo does actually drain the wire from the line. Under the line Uniqlo new opened more than 80 stores each year, the need for new online traffic.

Uniqlo will attract users to the physical store through a variety of ways, such as the location of the app to provide the surrounding store guidelines, the online app offers coupons two-dimensional code are designed, can only be scanned in the physical store to use, so as to achieve from the line to the store drainage.

Four, do not do online for the money

and other traditional brands to do "special" paragraph is different, Uniqlo line and offline products are the same quality and the same price, and at the same time on-line. "Unless it is a special series of products because the limited release online only under the flagship store open, Uniqlo absolutely do not make electricity for the special section, so that the consumer assured that the line of product quality and offline is the same. "Hu Guoxun said.

In addition, Uniqlo for all users are equally, do not make membership system, there is no integration system. "All people are our users, Uniqlo is not differentiated." "Hu Guoxun said.

V. Online marketing costs are very low

Although many brands online on the big efforts to do marketing, but Hu Guoxun revealed that Uniqlo online marketing cost control is very strict: the cost of the through train can not exceed 1000 yuan, plus the drilling exhibition per month can not exceed the cost of more than 100,000 yuan. He believes that the core competitiveness of online brands is still on the merchandise, Uniqlo concept is to sink down to do industry.

In addition to controlling marketing costs, Uniqlo also strictly controls the margins on the line. "Double 11 activities, Uniqlo is the fastest turnover to 10 million of the clothing brand, why is insufficient stamina?" is due to insufficient stocking. Why is there not enough stock? Because there are not many goods that meet the requirements of the activity discount and do not seriously affect the gross margin, no business of negative profit is willing to do it. Hu Guoxun said, Uniqlo in the double 11 without clear inventory of demand, the passenger flow will double growth.

Compared with other brands, Uniqlo online stores to pay special attention to rapid sales, when the quarterly product discounts faster than similar products, discount the strength is slightly larger. Uniqlo average inventory turnover days are 83.72 days, more than half of domestic service enterprises.

Six, Uniqlo in China's electric business model of the world's unique

Uniqlo in China's online channels only the official website and cat shop, if customers in the official website orders to order items need to login Taobao ID, the official website and the cat Shop with Taobao technology backstage. Uniqlo app's flow is also the guide to cat shops and stores, the focus is not on sales.

In this respect, Hu Guoxun said, Uniqlo in China online sales model is unique in the world, in Korea and Lotte cooperation, other countries are building independent websites. According to the Global senior executive vice president of Penning Group, the CEO of Uniqlo Greater China, the future is not ruled out in China will develop their own electric business platform.

Seven, online sales target is doubled long

Penning said that at present Uniqlo online sales accounted for Uniqlo China's overall sales of about 6%, but in the future this proportion will be expected to increase to 20%~30%.

In addition to the growing sales, Uniqlo is actively exploring the interaction with users. According to the industry insiders know Uniqlo, Uniqlo future will allow users to interact. "Users can share the shopping experience, the advantage of this is that good feelings spread very quickly, on the other hand, bad things also share very quickly." ”

Photo: Uniqlo's Mid-Autumn Festival Heart clothing activities, stimulating the interaction between users and users

Hu Guoxun said that the 2014-year double 11 in the first half of March began project preparation, is now for next year's double 11 planning. Uniqlo on China's online market expectations are high, the annual sales target to achieve double growth. Uniqlo is currently the world's fourth largest apparel retail enterprises, of which Greater China is the second largest regional market after Japan, the 2013 day cat double 11 sales billion.