下面就从digital marketing和traditional marketing两方面展开进行分析。
-digital marketing:
1. o2o,串联线上与线下
优衣库推出的digital pop在数字营销领域是极具创新意味的。Digital Pop可以简单地理解为数字化海报,但其实其能够影响的层面更广,更像是自己的贴身店员。具体做法方面,优衣库为旗下产品不同的品类,如轻羽绒、牛仔系列、摇粒绒等,都布置不同的二维码,并印制在店端POP上。消费者可以透过扫描二维码,得到关于这个品类更多的信息,包含更多产品细节的介绍、成分、不同的色系、尺寸、款式、搭配、电视广告等,甚至于可以查询库存。当然,也可以转发分享给朋友或社交圈。这让店面本身展示产品、体验、试穿的主轴功能再添上营销。过去在店端的海报,顾客几乎都是一掠而过,即使是电视广告,最多也是15秒或是30秒的停留时间,而平均每一个Digital POP,平均都能让顾客停留1分13秒,并让体验升级。
2.优异的微信运营:互动性、娱乐化
微信作为中国使用最为广泛的社交媒体,向来是品牌营销的必争之地。优衣库微信基本维持着每周1+3条的消息推送,且保持着精彩的品质。图文最高阅读数达70万次;最快纪录15分钟内即破10万次。及时丰富的产品优惠信息,确实是消费者最想得到的,也更想在第一时间把好消息分享给好朋友。而平均每1-2周出现的精彩H5页面互动游戏,更将产品、故事、图文串联在一起,让消费者在互动中,自然接受和自动分享了企业所要传播的内容。微信线上调查问卷创最短时间内完成最多回馈数,破优衣库全球各社交媒体平台问卷调查的最高记录。微信平台的运用让优衣库的传播更精准,对消费者更加了解。而微信的附加功能也让优衣库与消费者的互动更亲密、更全面。打开微信附近的人,就能找到最近的优衣库门店;打开蓝牙,在特定的区域内摇一摇,就能摇到惊喜;打开微信卡包,就能收到产品促销优惠券;打开微信支付,全民一起抢现金红包,直接用来线上支付购买。与微信功能的全方面融入,都为优衣库的微信公众号加分。有趣好玩的特性也让优衣库数年连续成为微信营销中最受年轻人青睐的品牌,优衣库微信公众号也数年斩获金瞳奖年度最佳内容营销品牌微信公众号。
-traditional marketing:
1. 优质代言人引领传统营销
为继续巩固其在年轻人中的市场,优衣库选取代言人:陈坤、倪妮、周渝民、新垣结衣等优质偶像拍摄广告片并进行投放。
2. 户外广告:优衣库门店选址涵盖大部分一二线城市的高级商圈,尤其在繁华商圈开设大规模的门店,门店本身成为代表性的地标及广告,如北京三里屯,广州维多利亚广场。
2. 户外广告:优衣库门店选址涵盖大部分一二线城市的高级商圈,尤其在繁华商圈开设大规模的门店,门店本身成为代表性的地标及广告,如北京三里屯,广州维多利亚广场。
-跨界合作,整合digital与traditional media进行营销传播
优衣库营销的另一重点,就是与各种品牌的跨界合作,如disney, line, pixel等。这些品牌都有着强力的认知度。而每一次的跨界合作,都是通过线上营销中的微博和微信炒热话题,提高认知度,再通过门店的摆设或传统电视、户外媒体进一步促进消费者走入门店购买。
Reference:
优衣库官方网站,http://www.uniqlo.cn/
联商网,2015,《不数字,无未来:看先行者优衣库如何玩转数字营销》,http://www.china-ef.com/20150115/499476.html
李北辰,2015,《为什么优衣库总让你觉得很酷?答案在创新》,http://libeichen.baijia.baidu.com/article/137266
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