UNIQLO Concept: UNIQLO Wants To "Restrain" A Lot.

Under the noisy environment of the Internet, marketing can easily become popular and ungrounded.

Compared with some Internet companies, UNIQLO has to "restrain" a lot.

Wu Pinhui, the marketing director of UNIQLO, believes that the marketing concept of UNIQLO is depth, breadth, interaction and entertainment.

This enables UNIQLO to express its values clearly through the impetuous murmurs of the Internet.

In the digital age, especially the popularity of smart phones and the prevalence of APP, UNIQLO is playing the utmost role in the interaction and entertainment of marketing, thus gaining more depth and breadth of communication.

"UNIQLOWAKEUP", which is APP developed by UNIQLO.

Combined with weather changes, you can get different background music to wake you up every day.

On sunny days, there is music on sunny days, and in rainy days there is music in rainy days, but no longer the ringing of ringing ears.

"UTme!", the app developed by UNIQLO can design and draw T-shirt patterns on its own.

In some countries, UNIQLO stores even have exclusive machines that allow you to get your own T-shirts.

"UNIQLORECIPE", inspired by the "LifeWear" dressing philosophy advocated by Uniqlo by 6 chefs from the United States, produced 24 original dishes.

The highlight of this APP is that in addition to enjoying the delicious food presented by each chef, consumers can also see the costumes that they are wearing in line with the color of the dishes, which can be easily purchased by the client.

In addition, TheBooks's lead singer and guitarist NickZammuto specializes in a series of background music for this APP.

From the above marketing cases, we can see that UNIQLO's interaction and entertainment are applied properly.

Marketing is no longer a good way to imbue consumers with their own products, but to let consumers participate with digital tools and pass on their values through entertainment.

A variable in 2014 is,

The existence of the entity has already overturned the existing marketing mode and even the business mode.

The digital poster project (DigitalPOP) launched by UNIQLO integrates marketing and customer service system, membership system, data acquisition and even settlement system. Behind it is the marketing mechanism based on WeChat's public account of UNIQLO.

In UNIQLO store, take out the mobile phone to scan the barcode on the goods, the system will push a message, which has a detailed introduction of the product, the product's material, price, style, collocation, and some parts are also equipped with this series of products.

At the bottom of the page, you can view stores and inquire about products.

Through commodity inquiries, you can also query the nearest store stock and share products on the specific product page.

Because WeChat platform is connected with information system, it can reflect the real-time inventory dynamics of UNIQLO.

And others

UNIQLO welcomes consumers to "pull out their phones" in the store.

When he wants to know more information about the product, such as raw materials, he can take out his cell phone to scan the code. When the model is out of stock in the store, he can check whether there are goods and orders in other stores or Tmall flagship stores by mobile phone.

Take out your cell phone and scan the digital poster code in the store, and consumers will be directed to the official WeChat account of UNIQLO.

Consumers can also be guided to a series of main brand recommendation.

In addition, digital POP also bears the function of data acquisition.

Every consumer who enters through digital POP is followed by digital statistical analysis, including how long he spends browsing, whether he has seen other products, whether he has shared, collected, or purchased interest after seeing the series of posters.

After UNIQLO statistical analysis, the average user spends at least 1 minutes to see the content; more than 72% of users are willing to buy it after viewing.