Take you to disassemble Uniqlo’s online and offline marketing strategies, and analyze the all-round way to let us buy, buy, buy~
In 2019, Uniqlo achieved 32.2 billion revenue in the Chinese market, a year-on-year increase of 14.3%. Among them, benefited from domestic electricity Business Development, Uniqlo’s online sales increased by 30% year-on-year.
Among them, Uniqlo’s private domain traffic is indispensable. Through its official accounts and mini programs, Uniqlo operates 50 million fans across the country, and combines offline stores to reach users in multiple ways.
As a part of private domain traffic, the small program “Uniqlo Palm Flagship Store” also played a good role. After the disassembly, it was discovered that the mini program seemed to be the core of the operation of the official account and the store, and the latter two gave the former great traffic support.
Why does Uniqlo attach so much importance to mini programs? Today, I will take you to disassemble this small program that is favored by Uniqlo.
1. “How to gather fish into fish ponds”
Uniqlo has 50 million private domain traffic. If you want to make a small program, you must make good use of its own online traffic.
Therefore, the official account with 30 million fans has become the largest traffic portal for the Mini Program.
1. “Welcome”
Welcome is very important for the official account. It not only determines the reader’s first impression of you, but also makes it easier to accept and guide the reader to the next step.
The welcome message of a general official account will first introduce your own positioning, talk about what this official account can bring to readers, and finally guide the latest activities on the shelves.
But on the UNIQLO official account, none of the above is mentioned, and the official account is not even mentioned. It can be seen from the welcome message that Uniqlo attaches great importance to small programs. With only 10 lines of welcome text, 6 small program entries have been placed.
Well, “My Son” is correct.
2, “Menu Bar”
Like the welcome message, the menu bar is also a small program link, and some more important links have been marked to make it clear to users.
3, “Push pictures and texts”
UniqloThe image and text push of the official account is similar to the push form of the cosmetics industry. The content is designed as a growth chart. The advantage of this is that it is easy to read, and has better viewing and is more suitable for planting grass.
The content is mostly Normal match to plant grass, there will be a link to the mini program below, fans are interested You can place an order immediately, greatly reducing customer loss.
In addition to planting grass, Uniqlo will also use other forms to guide transactions in small programs.
The following push is to present products in a fresh form.
On the first screen, oncoming the cat’s animation, let fans guess what the cat is doing.
None of the result options are right! The correct answer… it turned out to be related to the product. Uniqlo sometimes gives fans a refreshing feeling through such fun and fun games.
After dismantling the official account, there will be a feeling: It is not so much that the mini program needs the official account to divert, it is better to say that the positioning of the official account is to divert the mini program.
Okay, after talking about the official account, let’s talk about another traffic entry of the mini program: offline stores.
inIn China, Uniqlo has surpassed Japan’s stores, reaching 767. In Uniqlo’s offline stores, whether it is fitting rooms, queues, product labels, posters, without exception, there are QR codes for small programs.
Picture source: network
Even, when the clothes you want have no code number, you can scan the code through the mini program and buy them online immediately.
I have to say that Uniqlo has made a lot of effort to divert small programs.
To sum up, the traffic path of the WeChat ecosystem and offline stores is like this.
The official account and offline stores divert the applet, and the traffic of the applet will return to the offline to realize the circulation.
Second, “Why does the small program have such a large traffic tilt? 』
The official account of 30 million fans, coupled with the diversion of 760 offline stores, enabled the small program to rapidly expand. In 19 years, the number of visits has exceeded one million.
So, why can small programs get such a large amount of traffic tilt?
Let’s remove the function of the applet, you will know the purpose of Uniqlo after the disassembly.
1. E-commerce function
Today, WeChat holds 1.1 billion monthly active users. The huge number of users makes mini programs an important hub for WeChat monetization.
Therefore, Uniqlo’s Mini Program has a very rich section: new product section, activity section, popular section…Because there is no personalized recommendation, the homepage design is a bit crowded. The purpose is to cover a large number of clothes styles as much as possible To satisfy user tastes and improve the conversion rate.
The homepage section is very complete, and the e-commerce function is also relatively complete, so I won’t do too much hereAnalyzes.
2. Collocation function-planting grass
To say that the most popular way to play in the clothing and cosmetics industries in recent years is to plant grass.
Because of seeing the power of planting grass, Uniqlo added “Xiaoyou planting grass Society”. Inside are all matching outfits, amateurs try them on, so that many fans no longer have to worry about clothesDecoration .
In addition to homepage recommendations, fans can also filter by style, popular, and new products. Which one you like, you can also like the collection and chop it next time.
Currently, there are two entrances for this function: the welcome message and the bottom of the homepage.
