UNIQLO'S O2O Pformation Accurately Grasped The Direction Of The Market.

According to the world clothing shoes and hats net, because of the new

With the impact of the mode, more and more traditional retailers have joined the ranks of O2O and expanded their channel models. However, the pformation of O2O in traditional retail industry is both opportunities and challenges. Only when we grasp the opportunities in the new environment can we adapt to the new channel reform and development.

UNIQLO's O2O pformation accurately grasped the market direction, seized the opportunity of the development of the times, and explored the integration from online to offline.

process

O2O pformation process in UNIQLO

Online exploration phase.

In 2008,

Launched UNIQLOCK, which is the way to explore online from here; in 2009, UNIQLO launched UNIQLOCALENDAR; in 2010, the official home page of UNIQLO was set up on 2010, and in December of the same year, UNIQLO hosted a famous "UNIQLO LUCKYLINE" on social networking sites. In 2012, UNIQLO introduced UNIQLOWAKEUP, which features the ability to bind social networking sites and share information with fans or friends; in 2013, UNIQLO launched the official mobile app UNIQLOAPP.

The online service is offline.

UNIQLO accurately grasps market dynamics and establishes quickly.

The APP and WeChat public numbers are currently located in the second tier cities of UNIQLO stores, while the users of UNIQLO APP, WeChat public and Tmall flagship stores all over the country.

At the same time, in order to avoid the conflict between online and offline channels, UNIQLO promotes the competitiveness of the entity stores and implements the same price between online and offline.

For UNIQLO, online channels are only one of many retail outlets. The difference between online channels and traditional stores is only a feature that pcends time and space.

strategy

The pformation of O2O in UNIQLO focuses on:

Trust relationship is established through interaction with customers through the Internet.

Among the various online activities launched by UNIQLO, the first thing to consider is how to interact with users and establish trust relationship. In the UNIQLOOKS platform, UNIQLO is playing the most important role in the interaction between brands and consumers: UNIQLO calls on users to share their UNIQLOStyle through this activity. Users can upload photos of individuals not only, but also observe the netizens of all parts of the world. If you see your favorite netizens wearing a style, you can point out a "Like" or you can leave a message to express their personal opinions. The platform will be ranked according to the number of photos "Like".

This kind of street patten sharing through the real experience of consumers makes consumers feel the reputation of UNIQLO and trust them.

Moreover, creative and interesting activities can help to narrow the distance between brands and consumers.

Using consumer's conformity mentality.

In a group, the behavior of group members often has the tendency to follow the behavior of other members in the group.

UNIQLO's "queuing marketing", which is made by the crowd effect, compares the boring queuing behavior in real life to the "LUCKYLINE" to attract the participation of many online users. It attracts more and more users to participate in the activities through many huge awards. Online users' mutual communication and communication attract more and more potential consumers.

The use of new media technology, user experience as a starting point.

The pformation of UNIQLO is the first to consider the concerns of consumers, all in order to bring better consumer experience to customers.

UNIQLO digitalized posters of its own products through new media technology, and consumers can connect the mobile phone terminals and various posters in the store to get product related information.

It is the use of new media technology, UNIQLO greatly saves their own labor costs and data acquisition and analysis time.

UNIQLO's O2O strategy is the result of interaction between businesses and consumers.

O2O strategy affects consumer behavior, and consumer behavior reflects their needs. These needs guide UNIQLO's O2O strategy.

It is through interaction with consumers that the O2O pformation of UNIQLO is written step by step.

UNIQLO focuses on establishing an interactive relationship with consumers. O2O's pformation strategy takes consumers as the starting point, and grasped the essence of retailing. The change is to provide customers with better shopping experience.

In the process of O2O pformation, traditional retailing is based on online expansion, serving offline. Online and offline are not conflicting relationships but mutually complementary and integrated development. The two are inseparable from the innovation and progress of information technology, both aiming at enhancing the consumer's shopping experience and focusing on the logistics development of enterprises.

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