The Traditional Retail Marketing Mode Of UNIQLO Won The Gold Medal In The Clothing Industry.

Recently, in 2014, the China Innovation Marketing Summit announced the best innovation cases in every industry, and constantly integrated the traditional and digital practices in the business innovation. Retail marketing The new model has won the gold medal in the clothing industry.

"Seize the opportunities of the Internet, create the best service, give users comfortable and wonderful brand experience", Ms. Wu Pinhui, CMO of Greater China in UNIQLO, answers the question of how the traditional retail industry adapts to the new Internet environment, seeks breakthroughs in time, innovating continuously, brings the best brand experience to consumers, and wins a new direction of survival. UNIQLO, which has always placed the needs of consumers in the first place, has been trying this year to bring more humane and creative marketing modes to consumers.

　 First, comply with consumers' online search habits and use O2O to achieve all-round communication and upgrading. Brand experience degree

Consumers' online search and purchase have become an irreversible trend. Today, shoppers are no longer satisfied with single purchase behavior, but what they need is more interesting shopping experience and personalized commodity information.

Unlike other retailers who fear or even exclude consumers from mobile search behavior in the store, UNIQLO sees this as an opportunity to enhance interaction with consumers, and launch Digital POP UNIQLO code, which allows you to get rich product information with ease and ease of purchase.

Digital POP transforms posters into 360 degrees of interaction with consumers at any time, regardless of whether they are in stores or outdoors, consumers can get the needed commodity information in time and put up suggestions to achieve the shopping guide effect. At the same time, online users can optimize purchase decisions by querying stock and store locations, preferential information and other functions, so as to achieve two-way diversion.

According to the background data of UNIQLO, an average customer is willing to stay on Digital POP for more than 1 minutes, which is equivalent to 4 Advertisements of 15 seconds. After finishing a product, he is willing to see more than two other products, and 80% are products of UNIQLO season. This not only helps the brand attract more fans, but also more importantly, it affects the decision-making of customers' purchase effectively.

　 Two, create a virtual interactive platform to provide innovative wear experience to achieve social interaction marketing.

UNIQLO has been advocating the brand concept of "Lifewear service life". It is hoped that every consumer will find their own collocation through the fashion brand experience, and create their own taste fashion with the products of UNIQLO. Brand also embodies this concept in marketing practice.

Since August of this year, UNIQLO has launched an excellent project in 14 cities across the country. It simulates different scenes and time and space in different parts of the world with a virtual experience mirror, so that consumers can try to experience their best wear in various occasions, and find their own excellent match to show their style and taste.

about Traditional retail For enterprises, how to realize the perfect combination of offline stores and digital platforms makes it more and more important for consumers to break through the restrictions of time and space to experience products and services. The innovation of UNIQLO in digital marketing is worth drawing lessons from many enterprises.