How the eyewear industry can learn from UNIQLO's _marketing_ model!
How the eyewear industry can learn from UNIQLO's "marketing" model!
Overnight,
Uniqlo is on fire.
The accompanying voice is a sigh for this incident, this kind of unexpected event that is unavoidable does not want to judge,
But from the perspective of the operation of fast fashion brands, Uniqlo can also be regarded as excellent.
Its O2O operation capabilities, interactive marketing capabilities and APP promotion capabilities are worth learning.
I have always thought that Japan's simple and neat characteristics are completely reflected in the company Uniqlo.
And the "marketing incident" that detonated the whole network last night made me understand the truth of "simple but not simple".
(10,000 words omitted here, you know...) Of course, as a glasses marketing company with a temperance and a bottom line, it will definitely not make fun of this matter.
Anyway, Uniqlo is on fire, Uniqlo, as a typical representative of fast fashion,
The attempt to transform O2O, the operation on social platforms, and the promotion of mobile apps are all worth learning from.
Online is offline diversion, and the establishment of a special e-commerce is not ruled out, according to the experience of the editor,
Uniqlo's online channels in China are only official websites and Tmall stores, and clicking on the product page on the official website will jump to Taobao.
Share the backstage of Taobao.
It is worth mentioning that in 2014's Double Eleven, Uniqlo's online sales were 260 million yuan.
Ranked fifth in the list of all categories.
However, from UNIQLO's internal perspective, although the value of e-commerce channels is constantly expanding,
But how to get consumers to return to physical stores Uniqlo is worth learning.
1. Promote WeChat and APP, not for the purpose of sales.
It is understood that the number of UNIQLO APP downloads exceeds 3 million.
The WeChat public platform has more than one million fans! And from Uniqlo itself
We also encourage our employees to promote the installation of the app and WeChat attention to customers.
Through continuous expansion and installs, as well as timely publicity and marketing,
In order to play the role of online to offline diversion.
2. QR code coupons will be issued, which can only be used in offline stores.
UNIQLO will push specially designed product coupons to customers through WeChat and APP from time to time.
However, coupons can only be used in offline physical stores, which can achieve high conversion diversion effect.
3. The same price online and offline, and the discount will be issued "compartmental".
In order to achieve true O2O, UNIQLO has adopted the strategy of the same model and the same price online and offline.
However, this diversion effect on the platform or store is not obvious.
UNIQLO's approach is to adopt a policy of "segmentation", that is, to adopt different preferential strategies in terms of products and time periods.
For example, the "product" segment mainly refers to the fact that the online and offline discounted goods are specially designated.
And there is a distinction in style; The "time separation" refers to the way of time-limited timing peak staggering sorting.
That is, users who miss online discounts can patiently wait for the subsequent discount period in physical stores.
4. Positioning services, online to offline diversion.
UNIQLO's APP and WeChat platform have location navigation services.
Users can use the app to find information such as the nearest store, contact information, opening hours, and the range of products sold
You can also use the navigation to find directions to the store.
5. Cover the whole country through WeChat, Weibo and e-commerce.
Online channels and offline scenarios are a good O2O combination for UNIQLO; But despite its nearly 400 stores in China,
There are still many cities that cannot be covered, and at this time, the cooperation of WeChat, Weibo and e-commerce channels is its complementary offline.
The best way to increase foot traffic and sales.
6. Big data monitoring supports product pricing.
Through the monitoring of the sales of each beauty and every code of goods every day and every hour,
UNIQLO may use this to determine the price for the sale of the product.
Generally, it is divided into the pricing of seasonal goods, the pricing of promotional goods, the pricing of out-of-season goods and unsalable goods.
7. Appropriate interactivity and entertainment.
Typical examples are the "Ride Out" launched in 2014, as well as the HEATTECH heat transfer run game, polar fleece jigsaw puzzle game, and so on.
The main purpose of this type of marketing is to make the shopping process enjoyable, in addition to adding interest.
It is worth mentioning that in the entertainment project, Uniqlo did not add a link to one-click purchase,
Rather, sharing is encouraged, and buying is discouraged.
Based on this, Wu Pinhui, Chief Marketing Officer of Uniqlo Greater China, said,
Each platform has different attributes to do things according to the attributes of this platform,
Rather than designing sales functions based on the needs of the business.
Basic culture, UNIQLO has achieved both men and women.
Uniqlo is a rare company in the field of clothing that is good at marketing.
It seems that the "window display" and "buyer's fashion" that have proven to be ironclad laws do not fully apply to Uniqlo.
But even with a handful of SKUs, Fast Retailing achieved 21% growth in 2014.
Based on its high cost performance, store design, mobile marketing, supply chain optimization and other aspects have also become research samples in the industry.
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Spectacles.