UNQLO O2O do what What not to doPosted by: admin | Posted on: February 28, 2017
in the transcosmos China sponsored fashion brand retail seminar, UNIQLO EC division is responsible for Hu Guoxun said, UNIQLO’s electricity supplier team only more than and 10 people, has been trying to front sales, joint marketing online and offline accumulate some experience.
: UNIQLO App screenshot
Pick up the conversion rate is not high, a
UNIQLO had tried for three months, allowing users online orders, the line of stores to pick up, but finally reached the actual conversion rate is very low. Hu Guoxun explained that there are two main reasons: one is the Chinese distribution cost is very low, compared with the home from mentioning, consumers love home or company; two is the IT system stores and electricity supplier is not open, the consumer to the store from mentioning the goods, need to express to EC department stores, from the operation it will increase the cost of. In addition, UNIQLO stores goods into columns have their own planning, have the design space for the electricity supplier parcel.
two, stores can drive local users to buy online
Hu Guoxun said that the sales data from UNIQLO view, open stores more places, online sales will be more. Because of the consumer to the store, can experience the quality of products and services for the brand UNIQLO, acceptance will be higher.
billion state power network to understand, since September 2002 officially entered the China market, UNIQLO has been in the country has about 300 stores. At present, Beijing and Shanghai stores up a total of more than 80, Southern China, central and southwestern areas will be the focus of future development of regional brand. According to the fast retailing group vice president, senior executive’s Greater China CEO Pan Ning said, according to the plan of next year will be UNIQLO, in the Greater China region net increase of 80 to 100 new stores, and for the poor performance of the stores will be closed.
three, online for the next line stores drainage
media reports for the UNIQLO O2O strategy is a line for the next line of drainage, Hu Guoxun said UNIQLO will indeed be from online to offline drainage. The line opened more than and 80 new year UNIQLO stores, the new flow of people need to line.
‘s will through a variety of ways to attract users to store shopping, such as APP to provide location guidelines around the store, the online APP offer coupons two-dimensional code is specially designed, can only be used in the physical store to scan, to achieve from the line to the shop drainage.
four, not specifically for online
"electric special" is different from other traditional brand UNIQLO, online and offline products with the same price, and at the same time on the line. "Unless there is some special commodity series because of limited edition only online and offline flagship store opened, UNIQLO absolutely do not designed for electricity suppliers, the quality of the products and the line so as to make the online consumer confidence is the same." Hu Guoxun said.