UNIQLO Double Eleven Counterattack Ranked Fifth Pushing Unconventional O2O

It is reported that in 2014, Tmall's double eleven and UNIQLO entered the war with men's women's clothing and baby's clothing. Data show that as of 11 days at 24 o'clock, UNIQLO ranked fifth in Tmall's double eleven single store sales list, second only to millet, HUAWEI, Haier and Linshi wood industry, ranking the top of clothing brand sales list.

Double eleven shopping Carnival opened on the morning of 11, and broke through just over 38 minutes. The fast fashion UNIQLO quickly won the first sales in the clothing panic buying war.

At 1 in the morning, UNIQLO broke into the top five in women's clothing, baby clothes and men's wear in the top three, of which women's clothing was the first, while second of Han's clothing houses had broken 100 million.

As of 10:30 on the 11 th, UNIQLO women's clothing category ranked second, while baby children's clothing and men's wear are good performance.

According to the data of Tmall 11, 23 hours, the final UNIQLO class was rushed into the top five, including second of women's clothing, and five of men's wear and children's wear. According to the news of Han Du Yi she, the sales volume of its double eleven single store is 279 million yuan, which is about 60000000 higher than that of UNIQLO in women's clothing category. If it is true, it means that sales of UNIQLO will reach 200 million yuan for women's clothing only.

UNIQLO's double eleven e-commerce show is very popular.

And reviewing the road of e-commerce of UNIQLO, it was discovered that it had been stationed in the Taobao mall in the early 2009, and its performance has risen all the way. In 2013, sales of double eleven single days had reached 120 million yuan. But despite the continued rise in performance, UNIQLO's e-commerce show did not rush into the top 10 in its main clothing category. Therefore, this year's violent rise to fifth of the whole category of UNIQLO, can be said to be stunning "counterattack".

In fact, faced with the strong impact of the electricity supplier, not only UNIQLO stationed in the electronic business platform, ZARA, C&A, TOPSHOP and many other fast fashion retailers have chosen to embrace the electricity supplier. However, in addition to UNIQLO's ability to take the lead in the sales list, ZARA, C&A, TOPSHOP and other fast fashion brands have not ranked the top five in clothing category.

Perhaps, many people will be puzzled. For a UNIQLO who does not engage in points and does not engage in membership, and has not yet exploded money and deals with products at low prices, what will happen to its e-commerce show?

It is understood that UNIQLO started the exploration of online marketing strategy from 2008, and then launched a series of network event marketing, such as UNIQLOCK, UNIQLO CALENDAR, UNIQLO WAKE UP, and achieved very good results.

At the same time, UNIQLO stationed in Tmall, opened an independent website, released APP, and chose to embrace the Internet actively and effectively. And, what is interesting is that all of its traffic entry points to Tmall flagship store of UNIQLO.

But what makes UNIQLO develop rapidly is its "unconventional" O2O mode. It is understood that UNIQLO O2O way is mainly through the popular platform, marketing events, app and other ways to stimulate. Consumer The interest is for offline drainage; while strengthening online investment, UNIQLO also uses its unique big data to rapidly expand stores in areas where consumption potential is high, and popularizes APP online. website And so on, so as to achieve integration online and offline. Therefore, in the electricity supplier will be traditional. retail When the impact was dizzy, UNIQLO was expanding everywhere. It was reported that there were 80-100 stores planned for the year.

Earlier, UNIQLO Greater China CEO penning said that online sales accounted for only about 6% of total sales of UNIQLO China, and the future proportion will be expected to increase to 20%-30%. In the double eleven, the "anti attack" of UNIQLO, its e-commerce show will be more and more wonderful.