UNIQLO New Products Listed In Spring And Summer, CMO Talked About "Social Business"

In February 28th, UNIQLO hosted the spring and summer conference in 2019 at the world's largest flagship store in Huaihailu Road, Shanghai, showing new products and upcoming JW Anderson cooperation series.

This spring summer series is the third collaboration between UNIQLO and designer Jonathan Anderson.

Not long ago, UNIQLO just listed the designer collaboration series Uniqlo U and INESDE LA FRESSANGE. Last winter, UNIQLO launched a cooperative underwear with Alexander Wang.

The designer cooperation series will limit the sales channels and sales volume, and the price of products will be higher.

Through the cooperation of designers, UNIQLO can find some colors or designs that can be extended to basic funds, and this can also make UNIQLO attract consumers who are outside the general fund, such as consumers who like to buy fashionable fashions.

In spring and summer this year, apart from continuing to promote the AIRism series of LOHAS, one of the important new products of UNIQLO is "sunscreen clothes".

Although the previous AIRism mesh zipper hooded sport cardigan also has the function of sunscreen, many people are not familiar with it, because the product name can not be mentioned.

UNIQLO received the verification of the Chinese government and standard institutions at the end of 2018, and it could be used to describe the use of "sunscreen" in the product for two words.

UNIQLO CMO Wu Pinhui told curiosity daily that UNIQLO this year added sunscreen to the bestsellers of different fabrics, including jackets and bottoming shirts, as well as men's wear and children's wear.

UNIQLO may want to make all kinds of summer clothes with sunscreen function a "burst money".

After all, it has no array of products such as HEATTECH series or fleece fabrics that are innovative, clear and hot.

In the Japanese market, UNIQLO has made the market share close to Wacoal, the largest brand, through the steel ring underwear series.

It also pushes steel underwear in the Chinese market.

The improved steel ring underwear is one of the key commodities in spring and summer of 2019: the new lightweight steel band underwear has increased from the original SML 3 sizes to 6 sizes.

The new series also has a new version and more decorative choices.

We have analyzed why no steel ring underwear will be more and more popular among women, which is related to aesthetic pluralism, admiration for comfort and changes in women's social and economic status.

Of course, it is also inseparable from the promotion of large companies such as UNIQLO and AEO (Aerie parent company).

In an interview after the press conference, CMO Wu Pinhui of UNIQLO China talked about topics such as new retail and social business.

UNIQLO launched the online store purchase function in 2016.

Wu Pinhui told curiosity daily that during the big promotion activities, two to 30% of orders were taken under the online single line.

Recently, UNIQLO has launched a "store rush to deliver". After the mobile phone orders, UNIQLO will deliver products to the door with Shun Feng City.

Previously, Hai Lan's home and the US mission had similar cooperation.

The prospect of such a service may be hard to say, but consumers are becoming more and more serious about the limitation.

UNIQLO has launched several new functions at WeChat flagship store.

At the end of 2018, UNIQLO broke through the WeChat public and WeChat flagship stores, and consumers could click on links to buy products after reading public articles. However, many bloggers had already been able to do this.

During the Spring Festival, UNIQLO opened the function of "new clothes and heart to heart": when you purchase UNIQLO products at WeChat flagship store, WeChat sends friends, which is similar to Starbucks's "star theory".

In early 2019, UNIQLO launched the "heart to heart" and "save worry".

Consumers will see the complete set of UNIQLO Costumes: Official stars or model hard shots, and unofficial bloggers and photos of "Su Ren".

There are product links under each collocation.

Consumers can collect (point matching).

"Many people have no idea about basic funds or what they usually wear.

This can foster a concept of collocation aesthetics, "Wu Pinhui said.

Speaking of the direction of the social networking business of UNIQLO, Wu Pinhui said: "there may be more to create content in the future," including letting bloggers or consumers participate in production content.

A better result may be in Japan as in 2015, when someone on the Instagram shared the collocation of UNIQLO (the topic was the upper and lower UNIQLO Department), forming a boom, and later came out with a matching book.