UNIQLO 2015 Marketing Keywords: O2O

Retailers should walk on two legs.

In 2015, the consumer experience of UNIQLO's traditional physical stores must be done. The biggest challenge of digital marketing is how to link creativity with brand and specific product series.

The ultimate goal is to pform a traditional retail enterprise into a 360 degree O2O enterprise by using different consumer experience contacts such as shops, APP, EC, social media platforms (such as WeChat, micro-blog).

By creating a 360 degree omni-directional system.

And product and service experience, enabling customers to experience and buy products at any time, anywhere and anywhere.

Among them, not more contacts can win a complete victory, how to grasp the effectiveness of different platforms for in-depth communication, create brand experience and word-of-mouth is more important.

I have done a lot of different jobs and different industries. I think the basic point of marketing is to return to "listen to the customers' voice," especially "hear".

No voice, need and feeling.

Basic skills are called "customer / consumer insight".

Many times, marketers will put the cart before the horse, too much to pursue something fancy, and forget what is the essence.

Ice bucket challenge.

The inspiration points are: first, how to break the traditional idea and expression way to let the public understand the theme of a small group and ignored by everyone; second, with the Internet and social environment, Chinese consumers are getting more and more OPEN.

We used to think that good public service marketing was a tear to the eye, but this case showed that it was necessary to make him feel interesting and let him notice that he would act.

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Fujian Hongyuan Group is a company that mainly produces pure cotton yarn fabrics. In the pformation and upgrading of industries, Hongyuan Group has chosen new solvent method bamboo fiber as a new breakthrough point.

The advantage of this new process is that the solvent recovery rate is over 97% when the production process is zero, and the quality of the product has been greatly improved at the same time.

In the field of new textile materials, Lyocell spinning technology abroad has been relatively mature, but the introduction of such a device, at least more than 10 billion, which is unbearable for enterprises, with the support of Quanzhou science and Technology Bureau, Hongyuan Group embarked on the road of independent research and development.

Quanzhou science and technology bureau put forward the idea of building bamboo fiber industry alliance, and combined textile equipment enterprises, upstream and downstream enterprises of textile raw materials and related research universities to break through the key technical bottlenecks of the textile industry.

Shortly afterwards, Hongyuan's bamboo fiber textile project was included in the national science and technology support program.

In 2014, the "5000 ton / new solvent bamboo fiber spinning line" passed the acceptance of the Ministry of science and technology.

In May, the products were put into the market.

"The price of domestic cotton is about 14500 yuan per ton, while bamboo fiber can sell to 40 thousand ~5 million," he said.

Hongyuan Group seeks new growth points by breaking through the predicament of enterprises through new products and technologies.

Even so, Hongyuan still faces the same predicament as many enterprises: lack of capital and hard employment.

Chen said: "orders come in a row, but our production line can only produce 10 tons per day, and there is no capital to purchase new production lines. Technical workers will have to work on the line for half a year to recruit workers."

In this regard, Li Shiqi, Dean of Intelligent Manufacturing Research Institute of Huazhong University of Science and Technology in Quanzhou, pointed out: "we need to improve the intelligence and automation of machinery."

As early as 2013, Quanzhou took the lead in implementing the "numerical control generation" demonstration project in the whole province.

In 2014 alone, the president of the Chinese Academy of Sciences three times led the heads of relevant departments and well-known academicians and experts to visit Quanzhou, went deep into the investigation and research of the first tier enterprises, and took Quanzhou as a local model and practice case of "made in China 2025".

Since the implementation of the "NC generation" demonstration project, the knitting embroidery equipment developed by Yongxin NC has produced 1200 units per year in the field of textile shoes and clothing, with an annual output value of 270 million yuan.

Lin Huihuang, chairman of Yongxin CNC, said: "the efficiency of the flat embroidery machine is equal to seven or eight employees, and the working efficiency is increased by 5 to 10 times."

This is a typical example of "mechanical change".

Moreover, 10 new textile machinery varieties have been independently developed by the "CNC generation" demonstration enterprise. More than 1000 sets of domestic CNC and servo systems have been promoted in the textile and footwear industry, and a flexible production line for shoe making has also been established in the footwear industry.