While the epidemic is accelerating the evolution of consumer demand, it is also changing the market survival rules of brands; the originally established consumer values and behaviors are also being broken. How can brands survive in adversity, build their own value ecology, and meet new consumer demands? Uniqlo China responded: “In the process of changes in consumer value and consumer behavior, we have been thinking about how to evolve with consumers’ lives. ‘. Currently, we are evolving from brand value, product innovation, online and offline services and innovation, to social responsibility.”
Safety, health, high quality, and sustainability are the “evolution” keywords
In Uniqlo’s view, what the brand ultimately brings to consumers should be better vitality and vitality. This requires brands to always think about the essential characteristics of life, and summarize and reflect on how these vitalities can contribute to a better life.
As for UNIQLO, they have always focused on the brand concept of LifeWear clothing for life, starting from the four aspects of peace of mind, health, high quality, and sustainability, and are gradually building a Brand immunity and health have now opened up the entire link of life and vitality. After all, these four quadrants are the key factors that consumers currently consider when making purchase decisions.
Uniqlo further explained that they are currently “evolving” in all aspects through product innovation, online and offline services and innovation, brand value building and social responsibility fulfillment.
In terms of product innovation, UNIQLO has launched new 2020 spring and summer products, including five major series: lifestyle sports, healthy sun protection, AIRism comfortable underwear, UT world cultural and creative pioneer, and high-quality classics. Under the pressure of the epidemic, people have new demands for clothing that is more comfortable and healthy, efficient in multiple scenes, and can also generate emotional resonance and serve as a cultural carrier.
It is worth noting that among these innovations in product content, UNIQLO still focuses on its two core elements of technology and art and culture. In terms of technology, technologies such as quick-drying, elasticity, sun protection, and breathability are all involved in the four major series of lifestyle sports, healthy sun protection, AIRism comfortable underwear, and high-quality classics. In terms of art and culture, it is naturally inseparable from the UT series, which presents global cultural creativity in clothes. It is reported that the UT World Cultural and Creative Pioneer Series launched by UNIQLO this time includes the Gunpla 40th Anniversary Series, Ultra Hero Collaboration Series, Pokémon Collaboration Series, and Neon Genesis Evangelion Collaboration Series. It will awaken passionate memories and help people unlock their creativity in life.
From April 27th to May 25th, UNIQLO will also launch the UT World Cultural and Creative Pioneer Exhibition at the global flagship store on Nanjing West Road, Shanghai, in conjunction with the store’s 10th anniversary store celebration, so that People “dialogue” with designers from different cultural backgrounds around the world to understand the story behind each piece of UT’s creativity. The “UT World Cultural and Creative Pioneers Book” is newly launched in stores across the country and UNIQLO’s mobile flagship store, and is given to consumers for free (while supplies last).
In addition, Uniqlo has also begun to get involved in the field of live broadcasting. However, unlike live broadcasts that are flooded with various Internet celebrities and are aimed at grabbing traffic, UNIQLO regards live broadcasts as one of the platforms to interact with consumers. What they consider is how to better communicate with consumers through live broadcasts. Provide them with better value for goods and services.
In terms of social responsibility, UNIQLO donated high-performance warm clothing worth 2.52 million yuan to Wuhan medical staff on January 31. On April 15, UNIQLO once again donated 100,000 yuan to Hubei. A piece of high-functional clothing worth more than 7.9 million yuan, including high-tech fabrics of the season and AIRism comfortable underwear with body-adjusting functions, supporting front-line epidemic prevention workers in Hubei to wear clothing that is breathable and sweat-absorbent, providing support for cities on the front line of the fight against the epidemic. Hero, brings vitality and comfortable wearing experience.
Because of its continuous innovation in products, services, and channels, as well as its practice of social responsibility, UNIQLO is gradually building and solidifying its increasingly good brand in the minds of consumers. brand value.
Revere data, always have insight into and meet consumer needs
In fact, the reason why Uniqlo has the above The measures did not come out of nowhere. In their business operation rules, they have always been in awe of the underlying consumer data. Based on data feedback, we can always understand and meet consumer needs. Although affected by the epidemic, this time is no exception.
Through cooperation with China Business News and the Decision and Behavioral Science Research Center of Fudan University School of Management, UNIQLO jointly released the “2020 Health” after collecting a total of 5,983 valid samples across the country. “Living Life Report” (hereinafter referred to as the “Report”), from data mining to the changes in people’s consumption attitudes to consumption behaviors before and after the epidemic.
The “Report” shows that after this “epidemic”, people are more eager for a sense of physical and mental autonomy, belonging, certainty, and ownership than before. At the same time, they are more respectful of the meaning of life and consume more People tend to choose brands that can provide safe, healthy, high-quality and sustainable products and services..
The following is UNIQLO’s response guide after understanding the five major changes in consumer attitudes to consumer behavior before and after the epidemic based on the data of the “Report”:
1. Technology satisfies consumers’ sense of autonomy
The “Report” found that more than 70% are from first-tier and new first-tier cities, such as clerical and administrative management People in the workplace who need to work for long periods of time, such as personnel, are more eager to take advantage of fragmented scene exercises. Based on this, UNIQLO has launched lifestyle sports series with quick-drying, elasticity, sun protection and breathability functions, such as sweat-absorbent and quick-drying DRY-EX round-neck T-shirts and high-elastic sports trousers, to meet people’s needs for using fragmented time to exercise. , making its health and vitality not limited by time and scenes.
At the same time, the “Report” pointed out that 75% of middle-aged women aged 35-45 come from first-tier and new first-tier cities, and more Shop for comfortable clothing that allows you to move “anywhere, anytime.” Uniqlo’s AIRism comfortable underwear series coincidentally meets their needs.
2. 99% of stores have resumed operations to give consumers a sense of belonging
The “Report” found that 81 % of young men aged 18-29 from third- and fourth-tier cities prefer to get together with relatives and friends offline after the epidemic, and tend to go to physical stores to experience product details and excellent services. 99% of UNIQLO stores have resumed operations, which is a guarantee to provide consumers with a good offline experience.
The “Report” also pointed out that 60% of young people aged 19-29 come from first-tier and new first-tier cities, especially those who work in education, marketing, consultants, etc. After the epidemic, I plan to participate in more art, fashion, and cultural community activities, and I am more willing to buy products with community labels. UNIQLO’s UT series, which brings together global popular culture, art, music, film and television, animation and other rich content, as well as the newly launched “UT World Cultural and Creative Pioneers Book”, will become its artistic masterpieces that embellish ordinary life.
3. Reliable details give consumers a sense of certainty
The “Report” found that more than 78% Young women aged 18-29 from first-tier and new first-tier cities buy more protective products. UNIQLO’s sun protection clothing series not only achieves a functional ultraviolet protection factor of UPF>40, but also has a UVA transmittance of <5%. It provides sun protection as soon as you wear it, helping to block UVA damage. At the same time, there are also rich choices in all categories of men's, women's and children's clothing. Trendy colors and fashionable styles coexist. Products with UV protection, AIRism breathability or Dry-EX quick-drying and other functions can radiate vitality and help them get the best results. While providing peace of mind and security, it can also help the whole family enjoy a sunny life.
In addition, the “Report” pointed out that more than 80% of young people aged 19-29 in third-tier cities and below are more concerned about social affairs and are willing to seek a healthy, comfortable and energetic lifestyle. UNIQLO’s new classic series has crafted extraordinary quality with ingenious details. Take for example the high-performance slim-fit wrinkle-resistant shirts, which use special technology to give them a crisp look and are extremely easy to care for. The well-designed washed-out pleated straight trousers feature comfortable fabrics. The smooth touch it brings makes it easy to resume work and production.
It is reported that the sales of this series have been growing at double digits without extensive exposure.
4. Art and cultural creativity help consumers stay away from the sense of deprivation
The “Report” found that, 60.3% of young women aged 19-24 from first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, and 61.1% of young men aged 19-29 from third-tier and fourth-tier cities plan to spend more time and money on pursuits such as food, beautiful scenery, clothing, art, etc. after the epidemic. Beautiful things. More than 72% of young men aged 19-29 who are under greater pressure in first-tier cities are more willing to buy fashionable and creative clothing.
Through the cooperation series with Marimekko and the Uniqlo U cooperation series, Uniqlo integrates innovative fabric technology and new functional aesthetics of design art to meet the needs of modern people with high efficiency, quality, modernity and Versatile dressing needs.
At the same time, UNIQLO’s official mini program also opened a mini program live broadcast room to help consumers stay at home “cloud-based” during the “special period” “shop.
5. Respect the meaning of life
The “Report” found that 60% of new first-tier cities 19 -24-year-old young women prefer brands that sincerely seek sustainable solutions, practice social responsibilities, and pay attention to major social issues.
Uniqlo LifeWear is the art and science of constantly “evolving” clothing that adapts to life. Through clothing that combines excellent quality and design beauty, it is loved and trusted by the public. Starting from reducing single-use plastic packaging of some products such as AIRism, we encourage people to change their consumption behavior from small steps, reduce the burden on the environment, live in harmony with nature, and inspire more sustainable health, happiness and life.
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Faced with the changes in consumption value and consumer behavior spurred by the epidemic, UNIQLO has adapted life through LifeWear based on data insights. Under the concept, combined with the characteristics of its own products and services, it has taken an important step in the process of the brand’s fight against the “epidemic”, from immunity to the extension of vitality.
In the process, there are products that It has been re-polished, and there are also innovative attempts at online and offline services. In the post-epidemic period, UNIQLO strives to “evolve” with people’s daily life, bringing a more fashionable and comfortable daily life experience through continuous evolution and upgrading.
“Evolution”, with continuous evolution and upgrading to bring a more fashionable and comfortable daily life experience.</p
