UNIQLO Double 11 On The Eve Of The Handheld Flagship Store On The Line To Respond To Consumer Personality Consumption

"This is part of our global brand and membership customer service strategy."

Wu Pinhui, CMO of Greater China in UNIQLO, told reporters that "we need to move forward to better satisfy our customers' future expectations."

UNIQLO still puts its foothold on meeting the needs of customers.

This may also explain that the international fast fashion players who have entered the Chinese market almost at the same time have slowed down their shop opening rate, their revenue growth has been weak, and the news of closing stores and withdrawing from China has been heard. At the same time, UNIQLO still has a steady growth rate of 80 to 100 stores a year, and its net profit has increased by double-digit growth.

At present, Greater China has become UNIQLO except

The largest market outside.

17 years after entering the Chinese market, China Business Model, which was explored by UNIQLO, is developing a habit of UNIQLO in China.

In Wu Pinhui's words, clothes are like food. They have some constant needs.

"UNIQLO may not be the most luxurious one in your wardrobe, nor is it the most beautiful one, but it is the necessary one."

Tools play an important role in this process.

This is one of them.

"A concept of multiple entries."

Not APP, nor is it.

The explanation given by UNIQLO is an online and offline multi entry concept.

It can go from line to line or from line to line.

Online and offline accelerated convergence today, consumers have more and more commodity information, preferences and platform choices when shopping in stores and online stores, but they also have to face more complex shopping experience.

Consumers are also losing in pit links from layer to layer.

For UNIQLO, what they have been doing is to facilitate consumers.

Wu Pinhui gave an example. Consumers can find "palm flagship store" in UNIQLO APP, or enter WeChat flagship store through flagship store, but also use the "flagship flagship store" from offline stores.

In her view, no matter this person is a fan of social or a shopper at the store, whether he has downloaded APP of UNIQLO or concerned about Tmall's flagship store, he can quickly find the purchase entry according to his buying habits.

"Palm flagship store" is based on the vision of one touchto serve. We hope to have a diversified entry to provide consumers with the greatest convenience to meet their purchase needs.

Of course, the most important entry is based on UNIQLO's own platform.

Let stock flow.

One of the highlights of the "flagship flagship store" is to achieve the full access to the inventory under the UNIQLO line.

Consumers are no longer plagued by the fact that stores are out of order and can not be purchased. They can search for online stores with one click. If they want to try shopping, they can easily choose near physical stores to experience immediately.

Consumers can also "sweep the code" through offline stores, scan the commodity bar codes with mobile phones, and immediately find the commodity information, no matter the size or color.

In terms of product styles, you can also query some of the goods that are not sold in the store, and purchase them with one key order.

As Asia's largest except Japan

UNIQLO has over 600 direct outlets in China, so that every store can be regarded as an inventory warehouse. With the specific shopping data online and offline, the distribution of goods from any store is allowed to maximize the flow of so-called stocks.

In response to consumer demand for personalized value-added services, the "flagship flagship store" has also upgraded O2O retail services, providing flexible, efficient, more personalized and free delivery options.

According to Wu Pinhui, consumers can specify the time stores to send directly, the fastest can achieve 1 hours of delivery, or according to customer demand specified time by the store delivery.

At the same time, it has continued its online order since last Spring Festival, and the 24 hour pick-up service of any store in the country. Customers can enjoy the value-added services such as size, color, free modification of trousers and so on.

At the same time, UNIQLO "palm flagship store" also upgraded the consumption experience through "one click purchase at any time and anywhere" and "members enjoy good gifts".

No matter from website or social media, it is recommended by celebrities to grow grass and Amway and their friends' word-of-mouth. Clicking on the attached two-dimensional code or link can go to UNIQLO's flagship store, and buy your favorite products with your orders, and instantly share your friends.

It meets the needs of social shopping and recommendation of word-of-mouth.

UNIQLO "palm flagship store" has also opened up the members' benefits and purchase records of different purchase channels, and members can enjoy new product experience opportunities, and have the opportunity to advance the purchase of designer cooperation in advance.

Take the 2018 autumn winter HEATTECH warm underwear series with the famous fashion designer Alexander Wang, the official sale date of the national stores is November 9th, while the "flagship flagship store" will start one day earlier, at 8:00 November 8th.

In fact, this is not the first time that UNIQLO has launched the concept of unbounded inventory in China.

Looking at the world, UNIQLO has been making the concept of "the largest store in the world", which is an unlimited SKU, unlimited size, basically can satisfy all the merchandise information that customers are looking for, so there is no so-called "goods and time", and the restriction of store SKU.

Insight based on consumer demand

Why do we need to launch the "flagship flagship store"? What are the functions of the flagship store?

According to the Consumer Research Report of UNIQLO 2018, consumers show a new demand trend when they shop online, and put forward higher requirements and expectations for O2O's new retail service experience.

Specifically, the following 4 points:

Customers want to get the same comprehensive information online and offline, hoping to get through the whole channel shopping and shopping experience.

According to the survey, 92% of people like to go to the physical store to experience consumption, and feel the effect of fabric and clothing. More than 60% of them will search for information online before shopping.

Efficiency and speed have become rigid needs, and more emphasis is placed on whether goods or logistics services can be personalized.

72% of the respondents hope that the logistics will be efficient and flexible, such as the time to collect goods and pick up the goods by themselves. 78% of the respondents hope to enjoy personalized value-added services in the shop outlets, such as product customization, quick replacement, and replacement of merchandise size.

Under the trend of socializing consumption, customers believe more about word of mouth recommendation from friends and social media. Consumption is more smart. "Goods to three" no longer only pursues low prices, but also wants to find the brand and quality of trust and understand the commodity information that they want to know.

According to the above survey, 63% of people think that convenient and simple information retrieval and shopping operation can make shopping decisions more efficient; over 50% of people will consult friends or opinion leaders, and social economy will become the most important decision reference.

Customers value brand word-of-mouth and sustainable use of goods more than ever, and look forward to buying the high quality needed for real needs.

According to the survey, 90% of the respondents trust and continue to buy a brand or commodity because of the good quality of their products. 49% of them will look for past consumption records because they believe in a brand, as a reference for shopping at present, and 53% of the participants often participate in the cooperation of the designer, hoping to buy more popular cooperation without queuing up.

At the same time, UNIQLO is also based on its over 100 million of China's huge membership, frequently interacting with its perception and feedback.

On the shop side, UNIQLO has regular customers voice, collecting some feedback from shop customers.

On the other hand, using its own social platform, UNIQLO regularly throws out some topics to do more survey.

Under the new economic situation, UNIQLO stands at home.

At a higher level, it is not easy to climb the peak.

The future growth point has always been a problem for UNIQLO.

In the conversation with Wu Pinhui, it revealed that the future of QQ will revolve around brands, commodities and services (experience) and make incremental in these three aspects.

At the brand level, UNIQLO will continue to use the consistent LifeWear service and life philosophy to better connect with everyone's life clothes. At the commodity level, UNIQLO is constantly upgrading its design and technological innovation every year.

Elements (designer joint name, UT, etc.) and black science and technology fabrics (HEATTECH warm underwear, high light down jacket, high performance

Fast drying elastic pants (touching pants), quick drying dry high elastic Dry-EX fabrics, etc., to empower, on a more beautiful basis, but also more suitable to wear.

UNIQLO has also made many attempts in recent years.

In addition to the intimate services of basic stores, UNIQLO is trying to help customers find products and make it interesting.

When Shenzhen's largest store opened in March 30th, UNIQLO launched the digital experience Museum for the first time, using AR to integrate virtual and offline entities.

As long as customers open the mobile phone QQ in Shenzhen Vientiane store to sweep the poster, the "clothing and vitality new digital experience Museum", you can feel the physical goods store and online service experience.

In Wu Pinhui's view, connecting all the technologies and platforms with the best products, stores and customers is the future direction of UNIQLO's future.

"So it may not be a more dazzling thing, but it's definitely closer to the needs of customers."

As a product of manufacturing and retail, UNIQLO can achieve 1+1 by more than 10 through technology, service and other parties, and for consumers, UNIQLO always provides a simpler, easier and more intimate choice based on their original intention of subtraction.