How Can GU Win The Content Marketing Ship?

GU's time to enter China is a bit late.

With Zara, Gap, FOREVER21, H&M, UNIQLO and other fast fashion brands taking root in the Chinese market, every new fast fashion brand is a big challenge. GU should be very clear. Therefore, they first choose to sprout in Shanghai and borrow this prosperous city to test the future of the brand in China.

"GU UNIQLO Shanghai Store" is located in the flagship store of Huaihai Middle Road, Shanghai's famous commercial street. Its shop area is about 1000 square meters, and it shows a lot of fashion products.

But many people think that here will still smell a UNIQLO taste, how to get rid of consumers in GU appear the shadow of UNIQLO, create more differentiation, GU actually made a lot of attempts.

The first step is of course learning.

Of course, the sample of UNIQLO is also worth learning and studying.

UNIQLO's success has been replicated by many brands. Among them, the most powerful way to win is that they can play very well. UT deserves to be a classic case of this topic.

Over the years, this ordinary T-shirt has been the most dazzling focus in UNIQLO stores. It started with the T-shirt co operated with LINE. The classic expressions of LINE, Brown bear and Cony rabbit, were sold on the UT of UNIQLO.

A few hours later, the series was snapped up, and many stores quickly broke.

Then, Simpson series, Captain America series and Star Wars series came out of the street, and clever UNIQLO incorporated these fans into their fans.

This kind of single product wins the game many brands do not dare to take risks easily, but this is indeed a marketing risk worth learning and emulating. GU has also learned a lot.

In August 18, 2015, GU held a GU free market on the theme of "Go Wide, Go Wild, GoFree" at the water house, and announced that its flagship store in Tmall will officially open in August 24th.

On the day of the opening ceremony, GU and Tmall joined hands to play a "broad leg pants". Tian Yuan, Mu Xiyan, Xiao Bai, and other star red people wore GU wide leg trousers to participate in the activities.

Consumers can not even reject the style and price.

It is reported that in GU Tmall flagship store, there are no less than 10 kinds of light legged trousers, but also a low price of 99 yuan and 149 yuan. Many consumers begin their autumn and winter dress tutorials from GU's wide leg pants. Like UT, GU's wide legged pants have become the key to their entry into the Chinese market.

Nature,

It's still fermented.

In the first half of this year, a lot of young girls were conquered in a 5 night 9. Meanwhile, the heroine Satomi Ishihara's match in the play also gave consumers the chance to emulate. During that time, GU kept brushing their sense of presence in their WeChat public numbers, through a series of them.

Let consumers know that the original goddess is a pair of wide leg pants, at the same time, such a content to wear consumers benefit.

It is understood that the reading volume of these topics has reached 1w+, and the demand point for consumers to wear content has also become a direction of GU marketing promotion.

Therefore, they try to reach consumers through content, thus promoting the pformation and sale of goods.

At present, GU mainly focuses on the operation of the public media.

"Our public number is different from that of many brands. We send frequently, four times a week, but the rate of unsubscribe is not high.

Because the content we produce is not only a product of all kinds of information, but also fashion wear.

Chen Xiaomin said.

The sense of success of content harvest makes them feel that this road is right, so they have made a new attempt, a G.paper focused on fashion matching. Like fashion pictorial, G.paper will regularly visit WeChat, micro-blog and so on.

It has become a long-term and fixed column.

"The content will be combined with holidays, for example, the May Day holiday. We specially built a special Taipei, Hawaii, New York! Travel with GU to get a lot of members' forwarding."

Chen Xiaomin said.

Japanese magazines, such as Xinwei and Mina, will have many travel plates. They will be guided by their own models. On the one hand, they will also introduce the costumes. On the other hand, they will introduce the tourist attractions and be very popular.

GU also quickly copied in the near future. In the G.paper, it introduced the content of "Hello Tokyo, the popular model KIKO take you to Tokyo". It introduced a lot of recent popularity matches, such as the shoulder shirts and skirt pants, and the popular restaurant in Tokyo.

Such marketing gameplay embodies the content to the greatest extent, from the perspective of consumers, to achieve the purpose of content marketing, otherwise it is only the brand's self - promotion, unable to attract new customers, but also the loss of existing members.

Through such a period of content, consumers gradually began to distinguish between UNIQLO and GU, and the younger generation gradually created their own unique accent.

"Many brands are confused about their public numbers and don't know how to use them.

The advantage of GU lies in the fact that Japan's GU has independently developed the exclusive APP of the brand. They have accumulated a certain amount of fans through long-term exploration and operation, "this game can also be copied to the domestic market.