Take a look at how Uniqlo has fun with digital marketing elements

Depth + breadth, interactivity, entertainment - this is the three elements of digital marketing, and is the constant use of digital marketing in all industries. However, how deep the understanding of these three points can be seen from the specific tactics landing.

"Depth + breadth": Connect everything together according to consumer demand. This depth and breadth "is not limited to the online must go online", completely starting from the consumer's own needs, to achieve the establishment of various links, giving consumers a variety of different paths to jump the convenience. “Interactive”: At the brand communication level, different from the service concept, in the mind of Wu Pinhui, it is not the multi-touch that can win the victory. How to grasp the effectiveness of different platforms to conduct in-depth communication is more important.

The interactive example is 2014 UNIQLO's main push project - "Take advantage." How to make the "basic" UNIQLO more consumer acceptance? Wu Pinhui led the team to put the point of communication in 2014 on the “education consumers how to match clothes”. Through education, consumers can recognize the various possibilities of “basic funds” and experience “basic models and various accessories”. They launched virtual dressing mirrors in 14 cities across the country. During the event, the users went to the designated Uniqlo store, selected Uniqlo clothing to try on and completed the interactive process through “excellent” virtual fitting equipment, and scanned the QR code to obtain the activity works. The activity works are shared with the WeChat circle of friends. At the same time, the text shows which piece of clothing in the photo is UNIQLO's merchandise, attracting or inviting friends to support themselves, and you can get a chance to win. If you do not go to the store, consumers can also use UNIQLO clothing with other clothing or accessories, uploading works can also be used as players to participate in activities.

“Entertainment” is the starting point for Wu Pinhui’s selection of a communication project. In her opinion, why did consumers choose you? Or you are useful, or you are entertaining, happy, and funny. Based on this principle, they designed many implementations such as the Mid-Autumn Festival Flannel Design Game, heattech heat transfer running game, Polar Fleece jigsaw puzzle game and so on. However, in the entertainment project, UNIQLO does not add a one-click purchase link - only share and discourage purchases. Plus a purchase jump - this is a demand that many retailers can't restrain. Why UNIQLO can restrain this "primitive impulse"?

This involves an important understanding - Wu Pinhui's clear positioning of the digital media platform: Each platform has different attributes, to do things in accordance with the attributes of this platform, rather than to design the function according to the needs of the company. "We don't want omnichannel to direct sales because we don't want consumers to feel that they are always urging them to buy and buy."

In this way, Uniqlo’s WeChat active sharing and dissemination works well. Take the “Floor Design for Mid-Autumn Fleece” as an example, its reading capacity is nearly 100,000, and the sharing rate can reach 87%. In the past 4 months, Wu Pinhui tried to change the mode of dissemination of WeChat promotional products, using brand story, design concept, and fun interactive games to achieve unexpected results. The number of fans increased by 3 times. Now fans of the WeChat official WeChat account. The number has exceeded 1 million.

More "1+1>2"

In addition to the above, when it comes to online and offline assistance, the first step is to supplement the channels. Of the 661 cities in the country, Uniqlo’s physical stores only entered more than 70 of them, and nearly 600 cities did not get involved. Online channels naturally become effective supplements. Therefore, the large-scale incremental sales of "Double 11" UNIQLO can not be said to have nothing to do with the consumer groups of second- and third-tier cities that do not have stores, and it cannot be said that entity-consumed customers overlap with online.

In addition, what kind of "chemical reaction" can happen on the line and offline?

Online sales data become a guideline for offline store openings. Uniqlo established the Tmall flagship store in 2009. Unlike other brands scattered in JD.com and Dangdang, Uniqlo’s e-commerce official website and app traffic were all directed to Tmall flagship stores, and at the same time analyzed who was buying in the background. The amount of consumption, frequency of consumption, etc., can be used to accurately guide Uniqlo's opening of new stores in China. Pan Ning said: "The accuracy of opening a store is high, which is the advantage of big data." Accurate store opening rate also allows UNIQLO to avoid the loss of inventory to the maximum extent.

Integrated marketing campaign data became regional sales guidelines. Uniqlo began to promote “heat energy messenger” landing activities in the northeastern region from October, allowing the messengers to wear thermaltech thermal underwear to take pictures with everyone in the outdoors, and customers can share information and photos taken with the heat energy messenger through the circle of friends. Although it is only a very simple activity, because of the temperature in different regions, the activity was first carried out in four cities in the north, and as the temperature gradually decreased, the activity re-entered areas such as East China. While online, this activity is continuous and geographical. However, consumers on the Internet will “automatically divide their own area” and feedback from north to south, and this kind of feedback information can be immediately used as reference information for sales or products in the next region.

Comments: From a different perspective, first, digital marketing can make brands richer and more story-like. This may be something that the offline traditional marketing can not afford or even complete; Second, the interaction of digital marketing It will allow consumers to give more feedback to the brand, and the brand can also make various adjustments based on this feedback. Third, the digital channels become effective supplements to the actual channels.

Wu Pinhui is a "cross-border person," and she crosses the border between washing, daily use, beverages, and clothing. She believes that more cross-border marketers like her will emerge in the future. Because, in front of figures, there is no industry.

This has created a "horrible" prospect, that is, brands are no longer competing in the same category, but all brands in the consumer's "attention" level of competition. Which brands can be the first to win the favor of consumers within a limited three or five minutes, and make people remember and love it is the maximizing value of digital marketing. “The development of digital technology has given people more information and the possibility of unlimited creation. Because it is too easy to get information, it will be easy to forget, so the brand needs to be clear is how to let consumers know themselves in a short time, love Yourself."