Communication tactics: How to use the three elements of digital marketing in Uniqlo

Guide: All enterprises-not just clothing retail, want to know: On line online, Uniqlo is how to think, how to do? Uniqlo how to do O2O "1+1>2"?

When we talk about Uniqlo, what do we talk about? Zero inventory, basic, data management, flagship store, fast fashion ... And now the brightest, two types of data: In addition to being one of China's leading brands of fast fashion, Uniqlo is still accelerating in the physical stores: Last year, Uniqlo opened 82 stores in China, more than 62 in H&m, 28 in Gap and 18 in Zara, up to the year 2014 ( August 31, 2014) at the end, Uniqlo in the Greater China area of the number of shops reached 374, and its Greater China CEO Penning said the next step will also be 80-100 a year to continue to open the shop in China.

All enterprises-not just clothing retail, want to know: On line, Uniqlo is how to think, and how to do? Uniqlo how to do O2O "1+1>2"?

Reporter in Shanghai Uniqlo's China headquarters-Xun PIN (China) Trading Co., Ltd. exclusive interview with Uniqlo Greater China chief market Officer Wu Pinghui.

Uniqlo Greater China market official Wu Pinghui has more than 20 years of business, marketing and sales management experience, has worked in Unilever, Johnson, Coca-Cola and other leading multinational FMCG companies. In early 2014, she arrived at Uniqlo. At this time coincides with the brand transformation of Uniqlo: 2013 Uniqlo brand re-positioning, the brand concept from the "Made for All" (to the People) to update the "Life Wear (to serve the living)", the reason for this change is "we hope Uniqlo to become in addition to Japan, China, Asia's first brand outside the global brand "(Penning language).

Therefore, she told reporters: "I joined Uniqlo after three major levels of work, all for such a positioning and efforts." ”

These three levels are:

First, in the original Uniqlo goods and services on the basis of increased brand strength, the brand added value in the entire retail supply chain including services to reflect;

Second, to create a global retail brand, the concept of brand, value, create in just simply "sell products" in the retail tradition of jumping out of the real interaction with consumers to create a new brand of Uniqlo experience, the formation of brand goodwill, and the establishment of a better service brand to promote the team;

Third, the transformation of a traditional retail enterprise into a 360-degree O2O enterprises, through the creation of a full 360-degree digital brand and merchandise, retail service experience, so that customers can anytime, anywhere, any channel experience products.

So, in the face of the internet era of the huge impact on retail enterprises and changes in the brand and channel marketing changes, Uniqlo how to adapt and override the trend above?

Service idea: According to consumer demand, line jump down

Take out your cell phone, Uniqlo in the store scanning the bar code, will be pushed to a message, you can see the detailed introduction of the product, product material, price, style, collocation, and part of the series also with the product of the advertising video, at the bottom of the page can view stores and inquiries products. Through the product inquiries, in the specific product page can also be queried from the nearest store inventory and share merchandise. Inventory is dynamic and real-time.

Unlike other retail companies, Uniqlo welcomes consumers to "pull out their mobile phones" in the shop. When he wants to know more about the product, he can take out his cell phone, and when the model is broken in the store, he can check the other stores or the cat store for the goods and order it immediately.

Take out the phone, scan the store digital poster (Digital POP) two-dimensional code, consumers will be led to Uniqlo official micro-letter account, consumers can also be guided to the brand series of the main push product recommendations, including jackets, down jacket, flannel series, polar Fleece series, Jeans series, Heattech warm clothing, Children's wear and so on. Unlike other retail companies, Uniqlo welcomes consumers to "pull out their mobile phones" in the shop. When he wants to know more about the product, he can take out his cell phone, and when the model is broken in the store, he can check the other stores or the cat store for the goods and order it immediately.

At the same time, from the perspective of communication, Wu Pinghui idea is: "The use of digital innovative services, each customer in the browsing spend 1 minutes to obtain information on the equivalent of 5 advertising time, so it can be said that this is an effective in-depth communication; At the same time because the poster is a combination of the main push products, so 80% Customers see is the season when the main push of goods; and through this way to effectively promote the growth of micro-credit users, follow-up each month customers will receive more promotional information; Through the poster detailed introduction of the product fashion wear, fabric material and the nearest distance to buy the store and inventory, increase customer effective purchase, but also produced a good ' No dead end ' service state. ”

According to Wu Pinghui's introduction, every consumer who goes through the Digital Pop digital newsletter is following the digital statistics, including how long he spends browsing, whether there are other products to look at after watching the poster-related series, whether to share, collect, buy, etc. Through Uniqlo statistical analysis, the average user spends at least 1 minutes viewing content, and more than 72% of users are willing to buy after viewing.

This is "put everything together, according to consumer demand, anytime and anywhere online jump." "The idea of implementing a specific case.

The question before returning to this idea: what is the value of the Internet to the brand?

It is known that Yanai is the creation of Uniqlo, in its book "A win nine defeat" in the talk of "Uniqlo a shop", Yanai had this description of Uniqlo brand store positioning: "I have visited the American College Life Association." There, students need to live goods readily available, and convenient access, do not need the staff to receive them, completely self-help form.

There is no one in the shop to sell things out of the commercial flavor, the layout of the shop is entirely in the customer position design. Perhaps only a simple ' self-service ' way, easily misunderstood by others is that we in the province labor costs. Therefore, we think that the most ideal way of service, is ' the customer want self-service mode '. This is also the "Help Yourself" that later became the tenet of Uniqlo management. ”

From this point of view, Uniqlo this digital technology is committed to creating consumer self-service concept, is with Yanai desire and brand store positioning in line with. Wu Pinghui More detailed explanation: "Uniqlo currently has more than 300 stores in China, the vast majority of the flow of people in the store, many customers into the shop does not necessarily direct purchase, and if in order to allow customers to understand product information, the store can place posters space is limited, but through this poster link to the micro-letter product page, You can provide the customer with the fastest, more comprehensive, and more permanent information. The concept of digital POPs is designed to meet the product experience and self-service needs of the entity store customer base in a timely manner without losing the opportunity to communicate effectively with the customer. It is not designed to allow customers to enter the online or offline to pay, but to meet the Customer self-service experience, service needs, and replace the clerk to give him more, not inferior to the real people's brand and service experience. ”

Therefore, the Internet for the value of Uniqlo, is to give the brand more consumer services to achieve the convenience of tools, the effect is that-excellent Uniqlo want to "all connected", so that can give consumers at any time to jump, anytime and anywhere to adapt to the needs of their time and convenience. "We want to use flagship stores, posters, apps, micro-letters and other contact points, so that consumers always love the Uniqlo, and give him the best experience and response." ”

Reporter comments: can achieve this kind of thinking, is the "hardware" of Uniqlo can shield more interests entanglements: Direct business model can shield line on the interests of the tangle; The comprehensive examination of the store can block the single shop sales performance of the offline attributes assessment. This is the condition that many clothing enterprises do not have at present.

Communication tactics: How to use the three elements of digital marketing in Uniqlo

In Wu Pinghui view, depth + breadth, interactivity, entertainment-This is the digital marketing of ternary, is all the industry in the face of digital marketing the constant use of the main points. But for the three points of understanding how deep, from the specific tactics to the ground can be seen.

"Depth + breadth", which is already mentioned in the previous section "linking everything to consumer demand". This depth and breadth, "not limited to the line must go to the line", completely from the consumer's own needs to start, to achieve the setting of various links to consumers a variety of different ways to jump the convenience of the possibility. And this service, turn around and become Uniqlo brand Promotion: "Consumers will feel that this thing is not an advertisement, but very useful information or interesting experience, I buy clothes later remember." ”

"Interactive": in the brand communication level, and service concept is different, in the heart of Wu Pinghui, not many contacts can be swept, how to grasp the effectiveness of different platforms in-depth communication is more important.

The interactive example is the 2014 Uniqlo main push project-"excellent". How to make the "basic" excellent Uniqlo by more consumers? Wu Pinghui led the team to put the 2014 's dissemination point on the "education of consumers how to match clothes." Through education, consumers can recognize the "basic" of a variety of possibilities, experience "basic" + various accessories "also have a sense of style."

They launched virtual fitting mirrors in 14 cities nationwide, during the event, the user goes to the designated Uniqlo store, chooses Uniqlo apparel to try and completes the interactive process through the "excellent" virtual fitting equipment, scans the two-dimensional code for the active works, and shares the activities with the micro-trust Circle of Friends, At the same time, use the text to explain which dress in the photo is the product of Uniqlo, attract or invite friends to support themselves, you can get the winning opportunity. If you do not go to the store, consumers can also use Uniqlo costumes with other clothing or accessories, upload works can also be used as a player to participate in activities.

This activity is particularly good for consumers in the two or three-line city. "In the two or three-tier city, consumers ' perceptions of fashion collocation remain at the surface level, giving them a sense of collocation through this activity; 2nd, how to use 300 dollars with a set of" tall "clothing-this demand two or three line city more intense. As at November 5, the number of participants in the event was close to 1.4 million.

"Entertainment", which is the starting point for Wu Pinghui to choose the communication project. In her opinion, why do consumers choose you? or you are useful, or you are entertaining, fun, and fun. They have designed many executive designs such as the Mid-Autumn Festival flannel Design game, Heattech Heat transfer game, polar fleece jigsaw puzzle and so on.

A special detail is: In the entertainment project, Uniqlo does not add a link to buy-only share, do not encourage the purchase. Plus a buy jump--a demand that many retailers can't restrain. Why can Uniqlo restrain this "primal impulse"?

This involves important cognition--Wu Pinghui's clear positioning of the digital media platform:

"Uniqlo's position on the electricity business is that it is just one of our many retail outlets, with the nature of transcending time and space constraints, while the app has more of a service-nature and content-transmitting nature; The social media platform, such as micro-credit, is a conduit for in-depth conversations with consumers." "Each platform has a different attribute, to do things based on the properties of the platform, rather than to design features based on the needs of the enterprise." In the case of micro-letters, she said to reporters, there are only three requirements for users, "the first is to tell me what I don't know, knowledge or creativity; the second is to let me try something I like, whether it's an unsolicited purchase or a new design attempt; The third is to make me enjoy, be happy, and relax. ”

"Not all channels are directed to direct sales because we do not want consumers to feel that they are always persuaded to buy." ”

In this way, Uniqlo's micro-letter initiative to share and spread the effect is very good, "mid-Autumn flannel Design" as an example, its reading volume of nearly 100,000, sharing rate can to 87%. Over the past 4 months, Wu Pinghui has tried to change the way micro-credit is marketed, using brand stories, design ideas, and fun interactive games to reach unexpected results, reaching 3 times times the number of fans, and now has more than 1 million followers of the official Weibo account.

More "1+1>2"

In addition to the above, when it comes to online assistance, the first is the channel supplement. In the country's 661 cities, Uniqlo's physical stores have only entered more than 70 cities, and nearly 600 cities have not been involved. Online channels naturally become effective supplements. Therefore, the "double 11" Uniqlo large-scale increase in sales, can not be said to have no storefront of the two or three-line urban consumer groups, not to say that the entity consumer groups and online overlap.

Besides, what kind of "chemical reaction" can happen on line?

Online sales data into the line to open the location of the store guidelines. Uniqlo established the Cat flagship store in 2009, with other brands dispersed in Jingdong, when the platform is different, Uniqlo's electric dealer website and the flow of the app are all directed to the cat flagship store, at the same time in the background analysis of who in the buy, single consumption amount, consumption frequency, Using this data can accurately guide the Uniqlo of new stores in China. Penning said: "Open shop accurate rate is high, this is the advantage of big data." "and accurate open shop rate, also makes the Uniqlo can maximize the avoidance of inventory loss."

Integrate marketing activity data into regional sales guidelines. Uniqlo from October onwards in the northeast region to promote the "energy messenger" landing activities, so that the messenger wearing Heattech warm underwear in the outdoor with everyone to take pictures, customers can be shared through the circle of friends and thermal Messenger photos of information and photographs. Although it is only a very simple activity, but because of different areas of temperature reasons, the activity first in the north of the four cities, and then with the temperature gradually low, the activity into East China and other regions. And online, this activity is continuous, regardless of geography. But consumers online, they will "automatically divide their own area", from north to south gradually feedback, and this feedback information can immediately be the next area to do sales or product reference information.

Reporter comments: In another way, first, digital marketing can make the brand richer and more story--it may be that offline traditional marketing can be expensive or impossible; second, digital marketing interaction, will allow consumers to give more feedback to the brand, brand can also be based on this feedback to do a variety of adjustments; third, The digital channel becomes the effective supplement of the actual channel.

Wu Pinghui is a "cross-border", in the washing, daily, drink, clothing cross-border She, think that there will be more like her cross-border marketing people. Because, in front of the figures, there is no industry division.

This creates a "scary" prospect that brands are no longer competing in the same category, but that all brands compete at the consumer's "attention" level. Which brands can take the lead in the limited 35 minutes to win the favor of consumers, and let people remember, let people love, is to maximize the dissemination of digital marketing value. "The development of digital technology gives people more information and the possibility of unlimited creation." And because too easy to get the message, it will be easy to forget, so the most need to understand the brand is how to let consumers know themselves in a short time, love themselves. ”

"China is such a big market, many competitors, if completely to invest money to win, said in Shanghai, casually buy an advertisement may not instantly disappear 10 million." The advantage of retail industry in the past is industrial products, and the future advantage should be marketing competition. By then, brand values will play an important role. ”

So, you, as marketers, how do you make consumers love your brand, not hate?