Take A Look At How UNIQLO Plays With Digital Marketing Elements

The digital marketing elements of UNIQLO: depth + breadth, interaction and entertainment

Depth + breadth, interaction, entertainment - this is Digital marketing The three element is the everlasting use of digital marketing in all industries. But how deep these three points of understanding can be seen from the concrete tactical landing.

"Depth + breadth": linking everything to consumption needs. This depth and breadth, "not limited to online must go online", start from the needs of consumers themselves, achieve the various links, and give consumers a variety of possible ways to jump. "Interactivity": in Brand communication The level is different from the service concept. In Wu Pinhui's mind, it is more important to grasp the effectiveness of different platforms and carry out in-depth communication.

An example of interaction is the 2014 main project of UNIQLO. How to let the "basic" UNIQLO be accepted by more consumers? Wu Pinhui led the team to put the 2014 breakthrough in "how to educate consumers to match their clothes". Through education, consumers can realize the possibility of "basic funds" and realize that "basic money + various accessories" also have a sense of fashion. They launched a virtual fitting mirror in 14 cities across the country. During the activity, the user went to the designated UNIQLO store and chose UNIQLO clothing to try on and pass the "excellent". Virtual fitting The equipment will complete the interactive process, scan the two-dimensional code to get the activity works, share the activity works to the WeChat friends circle, and at the same time, use the words to explain which clothing is the commodity of UNIQLO, attract or invite friends to support themselves, then you can get the chance of winning the lottery. If there is no shop, consumers can also use UNIQLO costumes to match other clothing or accessories. Uploading works can also be used as athletes to participate in activities.

"Entertainment" is the starting point of Wu Pinhui's choice of communication program. In her view, why do consumers choose you? Or you are useful, or you are entertaining, happy and interesting. They designed many implementation principles such as Mid Autumn Festival flannel design game, HEATTECH heat spanfer fast run game, cashmere puzzle game and so on. However, in entertainment projects, UNIQLO does not add links to one click purchase - only shares and discourages purchases. Plus a purchase jump, which is a difficult demand for many retailers. Why can UNIQLO restrain such primitive impulses?

This involves the important cognition -- Wu Pinhui's clear positioning for the digital media platform: each platform has different attributes, and it is necessary to do things according to the attributes of the platform, rather than design functions according to the needs of the enterprises. "Do not let all channels lead to direct sales because we do not want consumers to always persuade them to buy and buy."

In this way, WeChat's active sharing and dissemination effect is very good. Taking the "mid autumn flannel design" as an example, its reading volume is nearly more than 100000, and the share rate can reach 87%. Over the past 4 months, Wu Pinhui has tried to change the way WeChat sells goods, using brand stories, design ideas, and fun interactive games to spread and get unexpected results. The number of fans has increased by 3 times. Now, the number of fans of official WeChat account of UNIQLO has exceeded 1 million.

More "1+1>2"

Except for what I mentioned above, Online and offline To assist, first of all, channel replenishment. Of the 661 cities in the country, UNIQLO's physical stores only entered more than 70 cities, and nearly 600 cities did not set foot in it. Online channels have naturally become effective additions. Therefore, the "double 11" UNIQLO large scale incremental sales volume can not be said to have nothing to do with the two or three tier urban consumer groups without shops, nor can it be considered that the entity consumer groups overlap with the online.

In addition, what kind of chemical reaction can happen online and offline?

Online sales data become a guide for offline store opening. UNIQLO established Tmall flagship store in 2009, which is different from other brands in Jingdong, Dangdang and other platforms. The official website of UNIQLO and the traffic on APP are all directed to Tmall flagship store. At the same time, we analyze who buys, the amount of consumption and the frequency of consumption in the background. We can use these data to guide the new store in China. Pan Ning said: "store accuracy is high, which is the advantage of big data." And the accurate rate of opening shop also makes UNIQLO avoid inventory loss to the maximum extent.

Integrating marketing activity data into regional sales guidelines. UNIQLO began promoting the "heat envoys" landing activities in Northeast China in October, allowing the envoys to take photos with everyone in HEATTECH thermal underwear. Customers can share information and photos with the heat envoys through their friends circle. Although it is a very simple activity, but because of the temperature in different regions, activities are carried out in four cities in the north. Then, with the gradual lowering of temperature, activities will enter eastern China again. On line, this activity is continuous and regional. But consumers will automatically "divide their own area" on the Internet and feed back from north to south, and the information of this feedback can immediately be used as reference information for sales or products in the next area.

Comment: from a different perspective, first, Digital marketing It can make the brand richer and more storytelling. This may be something that traditional marketing at the expense of the line can not even accomplish. Second, the interaction of digital marketing will enable consumers to give more feedback to the brand, and the brand can also make various adjustments according to this feedback; third, digital channels become an effective supplement to the actual channels.

Wu Pinhui is "crossover". She is crossing the border in washing, daily use, drinks and clothing. She believes that there will be more cross-border marketing people like her later. Because in the face of numbers, there is no industry distinction.

This has produced a "terrible" prospect, that is, all brands are no longer the competition among the same species, but the competition of all brands in the "attention" level of consumers. Which brands can take the lead in the limited 35 minutes to win the favor of consumers, and let people remember and love people is the maximum value of digital marketing communication. "The development of digital technology has given people more information and unlimited possibilities to create. And because it's too easy to get information, it's easy to forget. brand What needs to be clear is how to make consumers know themselves and love themselves in a short time.