Business: UNIQLO Should Do "Look At It, Buy It": "Planting Grass" At A Glance, Placing It In A Second.

UNIQLO is becoming more and more fashionable to get more attention and make friends with more young people. This can be seen from the recent new Haicheng series UT, which is popular with young people on UNIQLO online. Today, UNIQLO can be seen as the most frequent clothing retail brand in social media.

In this autumn and winter new product conference, UNIQLO has made the shop a fashion show.

In August 7, 2019, UNIQLO launched its new autumn and winter products conference on its 5 floor of its flagship store in Shanghai. What is even more unexpected is that this press conference, with the theme of "moving from the functional aesthetics to enjoying the infinite", is actually used in the form of "fashion show".

　　 Fashion life art show

The opening of the event is an elegant classical music played by the NSO Shanghai International Youth Symphony Orchestra. With the end of the music, a "life art show" is opened. The models are stepping on the stage to show the new products to the audience, blending classical music with modern fashion styles.

At the same time, in order to let more consumers understand and watch this activity, UNIQLO opened its "watch buying mode" in its flagship store (official website, official App, WeChat applet, and offline scanning), breaking the space restriction, and consumers can directly watch the autumn and winter new products conference on the online channels covered by the flagship store of UNIQLO library, so that consumers can be "weeds" immediately after planting grass.

Music + show + digital mode once again gives consumers a different sense of experience. In fact, this is not the first time that UNIQLO has launched a press conference in its flagship store. In fact, as early as this year's spring and summer conference, UNIQLO moved the conference to the store and opened it to ordinary consumers.

The former touches online and offline to reach the universites fans across the country in video mode. The latter directly communicate with consumers, not only the invited guests can participate in the activities, but also consumers can participate in the activities. For the two time, the conference will be held in the store. Wu Pinhui, CMO of Greater China in UNIQLO, said in an interview with Morketing, "we want to give the store more brand spirit and a new life value communication, not just a shopping function." Let stores become another bridge between UNIQLO and consumers, carrying the brand concept.

　 Digital exploration of fashion

In addition to constantly bringing new marketing gameplay to the market, and making consumers feel that UNIQLO is becoming more and more fashionable and cool, UNIQLO's exploration and innovation in digitalization is becoming more and more fashionable, which is different from other clothing retail brands in this field.

In UNIQLO WeChat small program, a special "small superior grass grass club" is set up to provide personalized services to consumers. Among them, stars and consumers can upload their own collocation in the "small superior grass society", taking the content as the core transformation force, and further let consumers form the consumption behavior of buying with small programs.

In order to let consumers have better experience of retail service, UNIQLO is equipped with intelligent shopping guide Xiao you, in order to save customers' search and browse time according to the needs of consumers. On the other hand, compared to Tmall stores, the amount of conversion of small programs is more than 100 million fans from UNIQLO's media platform, and is directly directed to small programs through the content of WeChat public address. The purchase of Tmall stores is mostly from customers who are accustomed to buying Tmall platforms.

In addition to the small program explorations, in 2018, the "flagship flagship store" was launched to achieve online access to information, inventory, service and purchase, saving the steps of switching procedures, and providing users with seamless shopping experience. For example, through the "flagship flagship store" one click to search online store inventory, consumers will no longer be troubled by the fact that stores are out of stock and broken codes can not be purchased, and consumers want to try them on when shopping online, so they can directly choose near physical stores to experience immediately.

"Flagship flagship store" is actually a conceptual shop. Users can choose from their own consumption habits. They can enter the flagship store from official website, official App, WeChat applet and offline stores. Therefore, whether they are fans of universites or consumers, they can quickly find the purchase entries according to their buying habits.

Do "get through the stock, try it on the spot, buy A, and B pick up the goods." "Palm flagship store is based on the vision of one touch to serve, and we hope to have a diversified entry to provide consumers with the greatest convenience to meet their purchase needs," Wu Pinhui said.

Simplify the process of consumer purchase and improve consumers' shopping decisions. Let consumers not face complex shopping experience, use simple purchase operation to retain consumers who are losing their shopping links in layers after another. It is reported that at present, more than 60%~70% of UNIQLO's marketing is in the digital end (mobile terminal, self media end, jitter and other new media platforms).

In addition, UNIQLO also launched a digital experience Museum incorporating AR virtual digital experience and integration of goods and shop experience services in China's stores. Consumers through QQ, open sweep, scan two-dimensional code, you can see posters, costumes, collocation scenes and clothing details, including AR interaction.

In fact, with the continuous changes in the retail market, foreign clothing brands entered the Chinese market and experienced a rapid development stage. They fell into a bottleneck in 2016. According to the relevant earnings data released by various brands in 2016, the performance of GAP, H&M and other clothing retail brands continued to decline, especially in the first half of 2016, the performance of the clothing industry dropped by 21.5%.

The decline in performance is actually a decline in China's overall garment industry. According to the data compiled by the foresight Industry Research Institute, in 2012, the retail market of China's apparel market grew by 22.9% over the same period last year, and dropped to about 7% from 2014 to 2016. In 2017 last year, the year-on-year growth rate dropped to 1.4%.

In order to break through the tight encirclement, the major clothing retail brands have been looking for opportunities for transformation. In order to increase sales volume, they choose to start digital transformation. As an early entry to the domestic e-commerce platform UNIQLO, Tmall shop fans have exceeded 18 million, 100 million of the fans from the media platform.

And from time to time activities and digital innovation, Morketing also found that today's UNIQLO is not only the fashion of marketing, but also the brand concept and fashion design of UNIQLO are becoming more and more fashionable.

　　 Unbounded fashion design

In this autumn and winter series, Ni Ni, the global brand spokesperson, is the first time to appear in the show, wearing the avocado sweater and white broad leg trousers, comfortable, versatile and fashionable, showing that even the basic money can be fashionable.

"Many young people and fashion people like to wear a sweater. This year, UNIQLO made some designs for their clothes. For example, in the version, compared with the traditional clothes, they made a short, long design or added different colors to make a very basic dress very fashionable and young.

To achieve "no boundaries", design clothes that used to be only young people to wear and wear them into a basic form that can be worn by all age groups, while having fashion elements, said Wu Pinhui, CMO of Greater China in UNIQLO, in an interview with Morketing at the event site.

Behind clothing design, UNIQLO wants to convey more of a way of life. Many products developed by UNIQLO are mostly from the needs of consumers to meet the needs of most consumers in different life situations, such as attending meetings, running, going on dates, etc. "UNIQLO is not only fast fashion, but LifeWear, to meet the role of clothing in life, become a necessity in consumer life," Wu Pinhui shared.

On the other hand, in terms of design concept, UNIQLO advocates a fashion of "grounding gas", so that ordinary people can also buy high-end luxury designer products to meet consumers' shopping needs. For example, cooperation with former Hermes creative director Lemaire, and KAWS, which was "Crazy" some time ago. Let these "luxury" which can be bought and used to be able to afford to buy can become "luxury" that consumers can not afford to save or save.

Looking at it, no matter marketing mode, digitalization or UNIQLO's clothing design and brand concept, there is only one thing "follow consumers and facilitate consumers".

　 summary

Faced with the changing market environment, the reason why UNIQLO can still maintain steady growth in the field of clothing retailing is in essence to catch consumers.

UNIQLO, based on the insight of consumers' life scenes, provides consumers with comfortable functional clothing from the products while satisfying consumers' pursuit of fashion elements. In the face of changes in the market environment and changes in consumer behavior, the "flagship flagship store" provides consumers with multi-channel shopping needs.

Following the footsteps of the market, correctly understanding consumers is the fundamental reason for UNIQLO becoming more and more fashionable. It is also a "foothold" for UNIQLO market reaction ability. Today, UNIQLO is becoming more and more fashionable to step into the different life scenes of consumers and establish emotional links with them.