In The Digital Era, How To Create Online And Offline Integration Experience?

Wu Pinhui, Chief Marketing Officer (CMO) of UNIQLO Uniqlo (Greater China), Jiang Meilan, CEO of Ferui Network Technology

How to redefine in the digital era brand Value? How to create online and offline integration experience? How to integrate the mass effect of marketing value chain agent partners? In view of these issues that both brand owners and agents pay more attention to, at the "2016 15th China Advertising and Brand Conference", Uniqlo Greater China Chief Marketing Officer Wu Pinhui and Fei Rui Network Technology CEO Jiang Meilan had a wonderful dialogue, and they shared "brand value and fan economy in the digital era" vividly and interestingly.

　　UNIQLO Wu Pinhui, Chief Marketing Officer (CMO) of Uniqlo (Greater China), emphasized that the fan economy in the digital era is like falling in love. First, consumers should fall in love with the brand and always be excited. Jiang Meilan, CEO of Ferui Network Technology, believes that the fan economy actually hides the functions of products behind, making emotion the first. All businesses, especially brand marketing, must understand the true meaning of the fan economy.

　　 Jiang Meilan: Digital marketing is very important for people. From the perspective of people, what is the relationship between the so-called fan economy and the brand value economy?

　　 Wu Pinhui: From three aspects: first, how does the fan economy help brands create value? It is love. You may not love something when you buy it, but you will definitely buy something when you love it. The second is O2O, how to better integrate and connect online and offline services and experiences. The third is the management and performance of agents. In the digital age, talents from different industries are needed to have the ability of team cooperation and integration. However, how to make such talents do the most creative things in the most effective and shortest time is the challenge facing the team's core ability in the digital age.

Marketers always talk about three things: what kind of brand you are, why I want to date you, and why I fall in love with you. How does Uniqlo do online and offline? What's the secret? There is no shortcut, just do the best work every day! In the digital era, does it have core competitiveness to do digital and content? Not at all. Back to the essence of commercial economy, why run an enterprise? Why buy this dress? Because you agree with the value products and services of this business and this brand.

How to implement the brand? There are two pieces, one is product, the other is experience. In the digital era, what we should consider most is product innovation, how to use technology and creativity to do product innovation. Digital is just a means to enhance the consumer and customer experience, and digital is just a technique. The Chinese people pay attention to skill and Tao in battle. Tao is your foundation, your strategy, and skill is your tactics. When you have no Ben or Tao, you are just fighting. As in ancient times, if there is no way to fight, we can only use manpower and artillery to attack. The man who fights the most is the one who defeats others without fighting. This is the principle of Sun Tzu's art of war.

For example, Uniqlo does not only sell fashion , but sell three things, one is Fabric The second innovation is good cost performance and simple classic design, and the third is service experience, which is the essence of Uniqlo. We need fashion, we have fashion products, but we don't just do fashion. Clothing can make you look good and keep you warm. It has many functions, not only to sell fashionable and beautiful clothes, but also Uniqlo's brand attitude.

　　 A successful brand cannot be bought by only people but loved by no one

　　 Jiang Meilan: A successful brand cannot be bought by only people, loved by no one, and sold by customers without fans. How can Uniqlo not only let people buy your products, but also let people remember and love you?

　　 Wu Pinhui: What we do every day is to think about how to let consumers love you, love you more, love you all the time, and want to love you every day. In 2015, Uniqlo and Disney had a "MAGIC FOR" All "cross-border cooperation, Disney is a very creative company, Uniqlo is a clothing brand, we two brands cooperation, hope to bring this magic and fantasy to everyone, and in a very ordinary way, everyone can experience. We transformed a floor in Uniqlo's largest flagship store on Huaihai Road, Shanghai, to make MAGIC The FOR ALL concept experience store perfectly integrates the magic elements of Disney and Uniqlo LifeWear products. It is a new and good attempt to provide customer experience.

In addition, it is how to bring creativity and beauty to customers. A dress, worn by different people, has different temperament, depending on whether you can control the dress. The person who can wear clothes most is the one who wears clothes on you, and will help you gain points. This is our creativity. In the event of cooperation with Disney, we opened up a large space in the flagship store store and made a MICKEY 100 exhibitions, MICKEY The 100 is designed by Disney and some independent designers. It uses 100 different shapes and materials to convey Mickey's creativity. We found that many young people have done creative things to stimulate their creativity, how to wear and match. You can wear a T-shirt creatively to express your personality and style.

Picture: MICKEY 100 Theme Area - Mickey Statues with Different Styles

What Uniqlo wants to do is to stimulate people's creativity, lifestyle and enjoyment of life quality through a LifeWear brand, combining creative experience with clothing. We want customers to understand that clothing brings you not only warmth and beauty, but also how to create a new creative and personalized lifestyle and life experience.

　　 Star? Or online celebrity?

　　 Jiang Meilan: With regard to stars and online celebrities, consumers may think that stars are just a representative of high coldness, while online celebrities are more grounded. More people want to know something that is close to life and related to their own life, so they want to try to do it. What do you think about the influence of stars and online celebrities on sales?

　　 Wu Pinhui: In my opinion, stars and online celebrities are important, but it depends on how you use them. The star has a high face value, while the online celebrity is more about his/her story, which may be funny or talented. We hope to find a point that not only has beauty, but also has stories, which can be well combined. We are selling LifeWear clothes. Clothes should have good looks and make people look pleasing to the eye. But only the appearance is not enough, other brands can also do it.

We believe that there are two types of fans. One is to say I love you every day and I am your fan. This is a typical example. The other kind of fans are hidden. They don't usually loudly proclaim that they love you, but they silently observe what you do for them. We call him the story of "the adaptable life of opinion leaders".

People often say that the post-80s and post-90s generation are different from the post-60s and post-70s generation, but are they really so different? We believe that human nature has many requirements and pursuits that are the same. For example, we all like things with good quality, and we all like things that can show our personality or attitude. We all want to spend 100 yuan to buy products or services worth 10000 yuan, instead of spending 10000 yuan to buy clothes worth only 1000 yuan. Sometimes consumers' understanding of our products and services is far higher than our cognition. For example, I was surprised when a customer talked about the design details of Uniqlo's Oxford shirt collar compared with the standards of high-end luxury brands. It was a great inspiration to me that this customer should know our products so well.

In fact, many fans are hidden, and their love for you is accumulating bit by bit. I don't know if they are opinion leaders, but I think they are also popular online because they have many followers in all fields, whether they are financial media or talented girl writers. Their stories are wonderful in different fields. To me, they are an online celebrity with more stories and more content. What we want to do is to share their LifeWear stories with many people, and tell them through their life values that clothing brings you not only the beauty and function of clothing itself, but also more stories and contents that are suitable for life and wonderful life.

I thought of you the last mile? It's too late!

　　 Jiang Meilan: I always think that Social Media should not be regarded as a supplement after the launch of mass media, which must be a failure. Be Social Media， In fact, it is the missionary who finds his own brand, that is, the consumer really likes your brand, uses your brand in daily life, and really loves you. He is your real KOL, not those big stars. There is a difference between the two. If it's too late to let him think of you until the last mile, but if he doesn't think of you even the last mile, he will be hopeless. So from this perspective, especially for the retail industry, the whole online and offline connection is very important. How does Uniqlo do it?

　　 Wu Pinhui: First of all, the previous marketing should have fixed consumer journal consumer experience process steps, etc. In the fast changing digital era, these should be adjusted. First The mile can be your last mile, and the last mile can also be your first mile。 For example, I saw you look good in this dress today. I heard that it was designed by a designer. I don't have time to buy it, but I can place an order by picking up my mobile phone. So your First What was mile's first experience? Where the hell is it? One thing we need to do is how to impress consumers with the most appropriate content at the most effective point in the era of rapid change. Of course, for business, we certainly hope that he can finally buy, because he can become your fans only after using your products. In the past, when people talked about O2O, I thought that 2 should be changed. It should be X, not+, but O X O (O multiplied by O) has a repeated multiplication effect.

Second, the brand should think about what kind of point and behavior you want your customers to have. In marketing, including agents, you should also think about giving your brand owner a good suggestion. What do you think the brand owner is doing to influence and change the behavior of this customer? How can it be effective? I don't think many agents are thinking about what the brand wants you to do. But according to your professional knowledge, you should give better and more effective suggestions to the brand owner.

Having seen many articles about fan economy, I think fans and fan economic ecosphere are different concepts. Fans just let him know about you and may buy you. How does fan economy create continuous purchase and purchase behavior in this system.

As for the fan economy, four points have been repeatedly raised for discussion: the first is how to effectively communicate with your fans, which is the content that everyone talks about. Content is one of the key points. It is not necessarily content that can effectively communicate. For example, for a retail industry, your store is your content, which depends on your enterprise value service chain to define effective content. Second, we are talking about brand & product & Experience (brand, product, experience) is our core. If our brand and product design is not good enough, and there is no content, consumers will still leave you. Third, like Uniqlo, we are both brand and retail. How to create an ecosystem of interactive experience brand products and experiences is very important. Fourth, now we don't carry much cash with us. Many things are done by mobile phones. So how to help consumers complete their trading experience in the fastest time is a relatively effective platform to establish a fan economic circle. After the establishment of this platform, you can think about how to create content, products or mutual exchange experience.

But at present, all agents are hard to be able to provide complete services to the ecosystem. The biggest challenge now is how to use the most effective resources and the shortest time to help your customers integrate these elements and implement them quickly and effectively. It is difficult to form the concept of ecological economic circle if only one is achieved.

　　 The so-called scene is the moment when the heart is hit

　　 Jiang Meilan: Many people ask me how to do scenario marketing in the end? I often tell them that the most important truth of scenario marketing is to use all means to shorten the time you interact with consumers when they contact you. Scenarios, strictly speaking, as a user, I want every moment. At that moment, my heart is hit by you. At this point, I need such things, and I will feel that you have communication with me. How does Uniqlo do scene marketing?

　　 Wu Pinhui: Scene is also a word that people often talk about. The most direct way is to say that you need to make customers feel that they need you at certain times and places. For example, you need to wear clothes in cold weather, and you need to wear sportswear when you go to sports. In the life experience of Uniqlo LifeWear, there are two important processes in the scene. One is the content, and what kind of content is used to stimulate demand. Sometimes the customer just wants to buy a thermal underwear or a pair of sports pants, but he may think that the clothes can be worn in this way because he sees that the clothes can be made into different styles in Uniqlo stores. Especially in China, especially in the second and third tier cities, customers need to be educated about how to wear clothes and pursue the beauty of life, but how to imperceptibly serve and satisfy them?

The best education is to let consumers experience by themselves. Both content and experience are very important, and experience will become how to realize online and offline in this closed loop. Consumers' needs are often implicit. You must motivate them at the right time and through the right scene, so that they will always remember your brand and products.

　　 Social behavior influence is as important as consumption power

　　 Jiang Meilan: Most of the time, we not only need to study what consumers bought when they entered the store, but more importantly, the influence on social behavior, which is actually as important as consumption power. These two things must complement each other. What do you think of those who come to the physical store, in terms of social behavior, how to catch his influence and then make a series with him?

　　 Wu Pinhui: In fact, when people talk about fan economy, they are not just fans. For us, the fan economy has different KPIs. We have KPIs for fans, KPIs for sales, KPIs for store traffic, and KPIs for the purchase price of each fan, which need a lot of quantification. If an enterprise wants to completely realize this, the first thing to think about is the core economy. You need to set your specific KPI and give it to your team and agents to see how many fans can be added and how many products can be sold after this marketing campaign. Only in this way can agents and brands think about how to create the maximum value with the most effective content, not just by investing money.

　　 Jiang Meilan: I think the relationship between a good leader and an agent is the essence of the core of the brand. The customer side must have a clear communication. In addition, it is only through the series and cooperation of different agents that this matter can be brought into full play. It does not mean that one agent can do all the work well.

　　 Wu Pinhui: This is also the biggest challenge faced by all brands, advertisers and agents. In this era, so far I have not seen that any agent can solve all the problems. I think the biggest challenge in this industry is that you need to find good agents in that field, give them a precise direction, need leaders, need to go to education or develop cooperation with leading agents in the industry. If you don't do this, the agents you meet will either ask you to invest money, or ask you to build a brand, or ask you to do some landing activities. In China, we have not seen an agent who can effectively do all three. There may be something that can be done, but it is not the highest ROI. Therefore, the biggest challenge for the brand team is to find the right agents, link them together, and create an integrated value chain. It is the biggest challenge for agents or brand dealers, but before we find the next talented agent, it is also an opportunity for innovation in the industry in the future, which is worth thinking deeply by advertisers and agents.

　　 Jiang Meilan: The monochrome is bright and colorful. One main axis can be well done, but when combined, it must produce colorful colors. Fighting alone does not necessarily have the greatest impact.

　　 Wu Pinhui: Finally, we quoted the UNIQLO brand concept "LifeWear fits life" to share our experience: creativity is endless, just like life is full of infinite exciting and opportunities.