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UNIQLO'S Online Business Thinking For Offline Service

2013/12/19 17:48:00 40

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Electricity Supplier O2O Mode APP Client Entity Store Brand Value View

Less than four years after being stationed in Tmall, UNIQLO did not participate in the first 10 years of this year until p a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a ", which conveys a key signal. The Chinese electricity supplier market is mainly from the wholesale explosion mode, and has stepped into the stage of brand e-commerce evolution. Especially the mobile Internet and O2O are in the eve of the outbreak, and UNIQLO must cut in ahead of schedule.

Less than P, most of the first impression of UNIQLO's e-commerce and O2O strategy is very "unconventional".

The reason why UNIQLO is so far is that it is the most rational and robust company compared with many people who shout anti traditional retailing businesses, and those who are on the top of the e-commerce channel, and call for the integration of O2O.

The "unconventional" actions of UNIQLO will be interpreted by you.

UNIQLO O2O will not weaken or discard offline stores, but will tilt its focus to it.

there have been many discussions on the "a href=" http://www.91se91.com/news/index_c.asp "window effect less than /a" in the entity store. The electricity supplier will break down most of the physical stores. This has almost become a mindset, and some chain giants are closing and closing the real shop this year. The prospect of the physical store seems to be getting more and more confused.

UNIQLO is different, but it is almost the opposite.

according to "business school", next year, the expansion of UNIQLO's stores in China is full speed increase. The number of new stores increased by 30% over the same period last year. This is partly due to the APP and O2O testing of UNIQLO and achieved good results.

This is a typical case that mobile Internet will draw the world.

At present, the stores of UNIQLO are mostly in the second tier cities, while the users of UNIQLO APP and Tmall flagship stores come from all over the country, so there is a train of thought of "loading APP first and then opening shop".

UNIQLO, through the promotion of APP, has enabled more and more users to know their brands and enhance their popularity, so that more users can have a desire.

At the same time, according to the user's geographic location, daily activity and other related data, to provide shop location and rhythm control reference.

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UNIQLO has done the following three measures in order to avoid double line fight and enhance the competitiveness of the entity store.

First of all, it implements the same price between online and offline, thereby avoiding the impact of online channels, which has become a O2O standard. Secondly, it will attract customers to shop in various ways, such as providing location guidelines for peripheral stores in APP. The online coupons of APP are designed specifically, which can only be scanned in physical stores, so that online shopping can be carried out. Third, for commodity discounts, UNIQLO has adopted a strategy of "designated product segmentation".

The so-called "product segmentation" mainly refers to the online and offline discount items are specially designated, and in the type of a distinction.

The so-called "time interval" specifies the time period of discount activities and adopts the method of peak sorting. Users can miss the online discount and wait patiently for the discount period coming from the stores.

UNIQLO APP does not sell heavily, heavy installation and brand exposure.

the installation capacity of UNIQLO APP in China is more than 3 million. If the user opens at least once a month, the monthly activity will exceed 50%.

This is a good pcript.

Even so, the order conversion rate and sales volume are not the indicators of UNIQLO assessment APP, but more attention is paid to the expansion of the installation volume, especially in the areas where users are not open.

No matter where it goes, it can quickly accumulate popularity and reduce the opening cost of new stores including < a href= "http://www.91se91.com/news/index_h.asp" > thermal field, promotion less than /a.

"P >" for this reason, UNIQLO actively online shop to "sell" to users.

the APP of our own, this diversion way is low in cost and direct and effective.

In a year, UNIQLO's stores will have 3 to 4 big promotion activities, from shop assistants to store managers, and in store broadcasting to spare no effort to push the installation of app. This is a full target.

According to the data learned by the business school, in the first O2O activity of UNIQLO APP in 15 and May 1st of April this year, one hundred 30~50 users will choose to download APP and complete the purchase. The effect is very obvious.

its promotion way is also more interesting. It is through the store radio and the cashier's reminder that users can enjoy a better discount if they use APP to scan the two-dimensional code of the specified product.

All product 2D codes are specially designed and can only be scanned by APP of UNIQLO.

To this end, UNIQLO conducted a large-scale training for employees of the store, in order to enhance the installation capacity of APP with the help of big promotion.

Of course, there is no complex issue of interest distribution, but a company rule, and staff can be implemented accordingly.

official website and APP are all directed at Tmall flagship store.

At the beginning of its founding, UNIQLO chose P and Gap, Zara and other clothing brands.

Its founder firmly believes that simply imitating others can't win, so the brand value concept of "Made ForAll" is produced, that is, the basic clothing that everyone can wear. This concept is almost completely different from the fashion brand that actively seeks change and seeks novelty.

This makes UNIQLO constantly make breakthroughs in the supply chain and the application of new fabrics, such as the light feather series, which is said to have been a hand of Shanghai. This brings a peculiar phenomenon that UNIQLO has no membership system and no "integral".

In UNIQLO's view, UNIQLO wants to be a good friend of human beings around the world. Whether you come for the first time or for the one hundred time, it will treat you equally.

This is a simple and unusual logic of thinking.

for example, UNIQLO insists that users should go to stores to use discount discounts, and specifically design two-dimensional codes that can be scanned by their own APP. This effectively avoids the waste of coupons.

UNIQLO's money saved on coupons and membership management systems can be invested in the pformation of offline stores.

At the same time, because there is no complex membership system, online and offline mutual diversion and activities are easier to get instant results.

UNIQLO mobile promotion and operation colleagues told the business school that UNIQLO's APP is more like a tool to increase consumer's consumption viscosity, providing truly valuable discount activities online for direct use.

At the same time, "business school" found that UNIQLO in the domestic electricity supplier official website and APP, all traffic flows to Tmall flagship store, this is unthinkable.

After all, the users of the platform are platforms, settling users into their official website, and doing well the < a href= "http://www.91se91.com/news/index_c.asp" > CRM management < /a >, which is what many brands dream of, and UNIQLO does not do so.

The idea of "P > UNIQLO is not suitable for all brands to learn from, but how to stick to their brand values and study the underlying reasons behind UNIQLO's doing so is a question that every O2O brand maker should seriously ponder.