Wu Pinhui: The Electricity Supplier Is Just Another Store.

It's easy to say, but how can we create the possibility of double eleven days, 210 million yuan and more than 300 stores in all China, and maintain 80~100 stores every year? What are the possibilities besides marketing? In the beginning of 2014, Wu Hui Hui joined us.

It is the pformation of UNIQLO from "Made For All to people" to "LifeWear service life". The brand pforms from clothing itself to clothing and human connection, and listens to her analysis of the marketing strategy and implementation of UNIQLO.

Reporter: at the end of the year, double 11 is close to double 12, and other major electricity suppliers also have various activities. How does UNIQLO choose e-commerce and digital marketing plan for the whole year?

Wu Pinhui: we look at it from a larger perspective.

UNIQLO is the retail industry. For us, how to create a deep interaction experience between brands, products and consumers is our ultimate goal.

For example, what platform do we use to create brand LifeWear experience service, product innovation experience, whether it is retail outlet or e-commerce retail channel, or even other new platform channels.

Retail outlet is our focus. We have more than 300 stores in China. We will not be overly favored because the electricity supplier is now a particularly popular channel.

For UNIQLO, the electricity supplier is just a channel, like our other store, and the difference is that this channel can surmount the limitation of time and space.

Under this framework, we plan to list and promote sales of new products from a consistent point of view. There may be some differences between e-commerce and retail stores at some point in time, but in general, 80 or 90% is a big direction, and marketing direction is consistent.

We do not push the electronic business or offline products exclusively for the products, but we may just say double eleven. Some types of electronic business platforms will be pushed sooner or later.

Reporter: how does UNIQLO arrange marketing expenses?

It's not convenient for me to disclose figures.

We classify customers according to their usage behavior. For example, many young people or office workers are shopping by mobile phones. The proportion of mobile shopping in our e-commerce platform is higher than 50%. Consumers will automatically go to my electronic business platform to look for it. Maybe I need to invest in some activities of Tmall and some platform pactions.

At the same time, when consumers see our information and want to experience, they will go to the market.

We strive to create brand, product and service value, so that consumers can choose their platform and shopping experience.

We will increase investment in social media.

Over the past few years, the marketing of UNIQLO is basically an addition, but not entirely media input. We spend more resources to achieve brand and product through consumer experience activities and services.

For example, we spend a lot of time and manpower on WeChat, micro-blog and micro-blog in UNIQLO. Our WeChat has many experience of UNIQLO's brand, products and services, not just promotional messages.

We think that the most important marketing for consumers is to have a close brand spirit and creativity, and others will resonate with you.

For example, retail customers need a lot of samples: I want this style, do I have other colors, sizes, which house I find in my stock and so on.

Recently, UNIQLO's activity in China is based on the "code" printed on the products posters of the retail market. UNIQLO, the digital code of the digital library, the mobile phone is independently querying, giving consumers more information they want to know about products, including fabrics, functions, wear, inventory, color and size.

Through this connection, consumers can find out which stores are within 1 or 2 kilometers around you, and which stores have pants that you need in color and size.

Maybe the demand you encounter can not be solved by a poster, then extend the demand and experience of customers to your products, brands and services through online digital platform.

We will spend a lot of manpower and resources to do this brand experience and service.

Reporter: general online hot line will be depressed, UNIQLO double 11 single 260 million yuan, the line is still full every day, in addition to online and offline alike, unified layout, what are the core points?

Wu Pinhui: UNIQLO China hopes to open 80~100 new stores every year, and we are also actively expanding in the second tier and three tier cities, because we believe that electricity providers or social media are just a tool of life. People can't always buy things in the room. Many physical tests can not be met by electronic tools. You need to go out to interact, or you need to touch it and feel it.

You go to the store and see a lot of people. You are very excited. The decoration and service inside make you comfortable.

We believe in the basic needs of human needs. We firmly believe that store experience and service are still the essence of retailing, and we must do this well.

Apart from not dividing our consumers into electricity consumers or retail consumers, electricity providers sell to retail outlets, and retail can also bring electricity to the electricity supplier. I think the most important thing is the service and shopping environment of the market itself: our stores are actually many choices, from children to old people can buy clothes, and our salesmen will not keep staring at you, let you feel pressure, when you have needs, they will be very enthusiastic to serve you.

You may feel very basic about these services, but most of them do very well. People will agree that you are well served.

Consumers will not necessarily feel that I need to buy anything, but when I need it, I will go back to your store or the electricity supplier.

Wu Pinhui: look at the two. First, content quality, good creativity and experience, consumers will be willing to see, willing to spread.

We do not have no goods, we have too many things, but consumers only want to see them.

Therefore, we will strictly control the quality of the content. We will not buy people all day long, and do something that makes people feel and resonates with the brand of life.

Some customers may think that this is what I want, this thing has to be connected with my life. A piece of clothing can bring better elements, feelings and love to my life. Some customers are very practical, you have to tell me whether they are warm or not. Some customers want to know the price most, so we will balance the needs of different customers on the content, not buying them all the time, buying and selling them.

Balance is experience and understanding of brand strategy, and finally there must be a standard of measurement.

In social media, our first indicator is how many people will become your fans, second, and how many people will look at your content, which is a content quality indicator.

The second one will also see if one of my customers will buy and share the forwarding rate when I come out.

There are many service accounts. Generally speaking, the forwarding rate is between 6 and 10%. The forwarding rate of UNIQLO is 20 to 30%. Our content is sticky to consumers, so he will be willing to open it. He will be willing to share and share the games, product introductions or offers.

Reporter: what is the highest forwarding rate in all the sharing?

Wu Pinhui: Generally speaking, customer requirements are not complicated. The first is new and interesting. For clothing, he may want to know whether clothes are light and warm, or how to get warmer and how to wear them. Sometimes I simply tell me what you can buy for my children.

Second, we do a lot of interactive experience, play games, do dragon Solitaire, which is fun for the consumers, but we will integrate the brand story into it.

The third is promotion.

These three are not just UNIQLO. I believe almost all consumers want this. The key is who can do something interesting and innovative, and will find you when consumers need it. I think this is the core.

Micro-blog, WeChat, APP, and all the community platforms of the electricity supplier add up. We have over ten million fans.

We micro-blog WeChat do content, APP, electricity providers to do services and pactions.