Yum Research Institute Li Fangxiang: UNIQLO'S Multi-Channel Layout

There is a good example of multi-channel structural function planning.

The O2O mode.

UNIQLO has entered the Chinese market since September 2002, compared to HM and ZARA.

A few years ago, the flat marketing management mode was adopted in the Chinese market at the beginning, but the performance in the Chinese market in those years was mediocre.

But in recent years, after the construction of O2O, the performance of UNIQLO has been impressive, leading to almost everyone talking about O2O.

From the O2O layout of UNIQLO, it is worth our traditional enterprise learning.

UNIQLO has always believed that physical channels (stores) are of great value to consumers. The main role of O2O is to provide services for offline stores, help offline stores increase sales, and achieve effective promotional results, and each paction can be tracked.

As early as April 2013, UNIQLO realized the multi-channel layout of "store + official website + Tmall flagship store + mobile phone APP".

UNIQLO's APP supports online shopping, two-dimensional code scanning, coupon payment and offline store inquiries. The online shopping function is achieved by jumping to Tmall flagship store on the mobile phone side. The coupon payment and offline store inquiry function is mainly for the offline store to bring in the flow, increasing the frequency of user to store consumption and the customer price.

In terms of multi-channel layout, UNIQLO's various channels have clear structural functions.

First of all, the coupons and two-dimensional codes displayed on APP are specially designed for stores. They can only be scanned in physical stores, and can be directly drained from APP to stores. In recent years, the stores in China opened up much faster than those of similar brands, because they believe that only stores where they can be covered can provide better quality shopping experience to bring and retain more consumers.

Secondly, UNIQLO's official website and APP in China, all traffic flows to Tmall flagship store. All online sales are completed only in Tmall flagship store. At present, online sales of UNIQLO account for about 6% of overall sales of UNIQLO China.

Finally, UNIQLO also withdrew from its APP, but just doing the display and drainage of goods, the two-dimensional code of goods and coupons in UNIQLO store is specially designed for its own APP. In 2013, UNIQLO launched its official mobile application UNIQLO APP. Users can access the location service in this application, find information about their nearest stores, contact modes, business hours and sales range, and users can also find the route to the store through the navigation tool; this application will push promotional information to consumers in time.

The shopping link is to get through with Tmall, and consumers can finish one-stop shopping directly on the mobile phone end.

It can be seen that UNIQLO's O2O layout is simple, direct and effective.

However, it should be noted that this pattern is not all enterprises can learn, or that most enterprises in China can not copy such O2O layout directly.

Mainly for the following reasons, from the brand strategy point of view, UNIQLO is a single brand strategy and strong brand appeal, so its ultimate direction of the outcome is relatively simple. From the product point of view, the products of the online and offline products of the UNIQLO library are the same price, while UNIQLO products are mainly based on the basic fund, the single SKU is abundant, the procurement cost is low, and the promotion and customer management methods are very simplified, the online and offline price system is consistent and the management cost is low.

But from the case of uniqo, we can see that the key point of the O2O multi-channel contact construction is that the enterprise should do well in the first place, locate the brand strategy, plan the product, find their own consumer, and have full understanding and understanding of the functional structure of each channel, and plan according to the characteristics.