Brand value and fan economy in the digital age Uniqlo said so.

How to redefine brand value in the digital age? How to create an online and offline integration experience? How to integrate the multiple effects of agent partners in the marketing value chain? In view of these problems that brands and agents are concerned about, in? 20 16 15th China advertising and brand conference? In fact, Wu Pinhui, chief marketing officer of Uniqlo Greater China, and Jiang Meilan, CEO of Feirui Network Technology, had a wonderful conversation and shared it with you vividly and interestingly? Brand value and fan economy in the digital age? .

Wu Pinhui, Chief Marketing Officer (CMO) of Uniqlo (Greater China), stressed that the fan economy in the digital age is like falling in love. First of all, consumers must fall in love with brands, which has always been exciting. Jiang Meilan, CEO of Feirui Network Technology, believes that the fan economy actually hides the functions of products and makes emotions rise to the first place. All businesses, especially brand marketing, must understand the true meaning of fan economy.

Jiang Meilan: Digital marketing is very important to people. From a human perspective, what is the relationship between the so-called fan economy and the brand value economy?

Wu Pinhui: From three aspects: First, how the fan economy helps brands create value is love. You may not love something when you buy it, but if you love something, you will definitely buy it. The second is O2O, how to better integrate and connect online and offline services and experiences. The third is the management and performance of agents. In the digital age, talents from different industries are needed, and they have the ability of teamwork and integration. However, how to make such talents do the most creative things in the most effective and shortest time is the challenge faced by the team's core competence in the digital age.

Marketers are always talking about three things, what kind of brand you are, why I want to date you, and why I fall in love with you. How does Uniqlo do online and offline? What is the secret? There is no shortcut, just do your best every day! In the digital age, is there a core competitiveness in making numbers and content? Not exactly. Back to the essence of commercial economy, why do you want to run a business? Why did you buy this dress? Because you agree with this business, the value products and services of this brand.

How does the brand land? There are two pieces, one is the product and the other is the experience. In the digital age, what we should consider most is product innovation, and how to use technology and creativity to make product innovation. Numbers are just a means to enhance the experience of consumers and customers, and numbers are just a technology. China people pay attention to skill and Tao in fighting, Tao is your foundation, and your strategy and skill are your tactics. When you have no books and no Tao, you just work hard everywhere. Like ancient wars, if there is no way to fight, we can only attack with manpower and artillery. Those who are good at fighting can defeat the enemy without fighting, which is the essence of Sun Tzu's art of war.

For example, Uniqlo sells not only fashion, but three things, one is fabric innovation, the other is good cost performance and simple and classic design, and the third is service experience, which is the foundation of Uniqlo. We need fashion, we have fashionable products, but we don't just do fashion. Clothing can make you look good, keep you warm, and has many functions, not just selling fashion and looking good. This is the brand attitude of Uniqlo.

A successful brand can't be bought by one person but not loved by others.

Jiang Meilan: A successful brand cannot be bought by one person without being loved, nor can it be bought by customers without fans. How does Uniqlo make people buy your products and remember and love you?

Wu Pinhui: What we do every day is to think about how to make consumers love you, love you more, love you forever and want to love you every day. Uniqlo and Disney have one on 20 15? MAGICFORALL？ Disney is a very creative company, and Uniqlo is a clothing brand. Our two brands cooperate, hoping to bring this magic and fantasy to everyone, and in a normal way that everyone can experience. We transformed a floor of the flagship store of Uniqlo Shanghai Huaihai Road, the largest in the world, and made a MAGICFORALL concept experience store, which perfectly integrated Disney's magical elements with Uniqlo LifeWear products. It is a very new and good attempt in providing customer experience.

The other is how to bring creativity and beauty to customers. A dress, different people wear, different temperament, depends on whether you can control this dress. The person who knows how to wear clothes best is the clothes you wear, which will help you get extra points. This is our creativity. In this cooperation activity with Disney, we opened up a lot of space in the flagship store and made a MICKEY 100 display. Mickey 100 was designed by Disney and some independent designers, and 100 different shapes and materials were used to convey Mickey's creativity. We find that many young people have done creative things to stimulate their creativity, how to dress and how to match. You can creatively wear a T-shirt to express your personality and style.

What Uniqlo wants to do is to stimulate people's enjoyment of life creativity, lifestyle and quality of life through a LifeWear brand and the combination of creative experience and clothing. We hope our customers will understand that the significance that clothing brings to your life is not only to keep warm and look good, but also to create a brand-new creative and personalized lifestyle and life experience.

Star? Or an online celebrity?

Jiang Meilan: With regard to stars and online celebrities, consumers may think that stars are just representatives of high cold, while online celebrities are more grounded. More people want to try what they know because they want it to be close to life and related to their own lives. How to treat the influence of stars and online celebrities on sales?

Wu Pinhui: In my opinion, stars and online celebrities are very important, but it depends on how you use them. Stars have a high face value, and online celebrities are more of his/her stories, which may be funny or brilliant. We hope to find a point with both face value and story, which can be well combined. We are selling LifeWear clothing, and the clothing still needs to have a face value, which makes people look pleasing to the eye. But only the face value is not enough, so can other brands.

We think there are two kinds of fans. One is to say I love you every day, and I am your fan. This is a typical example. Another kind of fans is hidden. He usually doesn't declare that he loves you loudly, but he is silently observing what you have done for him. Shall we call him? Is the service of opinion leaders suitable for life? This story.

People often say that post-80s and post-90s are different from post-60s and post-70s, but are they really that different? We believe that there are many requirements and pursuits of human nature that are the same. For example, we all like good quality things, and we all like things that can show our personality or attitude. We all hope to spend 100 yuan on products or services with a value of 1000 yuan, instead of spending 1000 yuan on products or services with a value of only 1000 yuan. Sometimes, consumers' understanding of our products and services is far higher than our cognition. For example, I was surprised when a customer talked about the design details of Uniqlo's Oxford shirt neckline compared with the standards of high-end luxury brands. This customer knows so much about our products, which is a great encouragement to me.

In fact, many fans are hidden, and their love for you is accumulated bit by bit. I don't know if they are opinion leaders, but I think they are also online celebrities, because they have many followers in various fields, whether they are financial media or talented female writers. Their stories are wonderful in different fields. To me, they are an online celebrity with more stories and more content. What we want to do is to share their LifeWear stories with many people, and tell everyone through their life values that clothing brings you not only the beauty and function of clothing itself, but also stories and contents suitable for life and wonderful life.

I thought of you in the last mile. Too late!

Jiang Meilan: I have always felt that social media should not be regarded as a supplement to mass media, which is bound to fail. Being a SocialMedia is actually a missionary who finds his own brand, which means that consumers really like your brand, use your brand in their daily lives and really love you. He is your real KOL, not those big stars. There is a difference between the two. If he didn't think of you in the last mile, it was already late, but if he didn't even think of you in the last mile, it would be hopeless. So from this perspective, especially for the retail industry, the whole online and offline series is very important, so how does Uniqlo do it?

Wu Pinhui: First of all, in the past, marketing should have a fixed consumerjourney experience process, and so on. In the rapidly changing digital age, these must be adjusted. The first mile can be your last mile and the last mile can also be your first mile. For example, I saw you look good in this dress today. I heard it was designed by a designer. I don't have time to buy it, but I can place an order by picking up my mobile phone. So what was your first experience with Firstmile? Where the hell is it? One thing we have to do is how to impress consumers with the most appropriate content at the most effective point in the rapidly changing times. Of course, for the merchant, we certainly hope that he can buy it in the end, because he can only become your fan if he uses your product. We used to talk about O2O. I think we should change 2, right? , not+,but OxO(O times o), which has multiplier effect.

Second, the brand should think about what kind of behavior you want your customers to have at what point. Marketing, including agents, should also think about it and give your brand owner a good suggestion. What do you think the brand owner is doing to influence and change this customer's behavior? I don't think many agents are thinking about it. Do what the brand tells you to do, but according to your professional knowledge, you should give better and more effective advice to the brand owner.

After reading many articles about fan economy, I think fans and fan economic ecosystem are different concepts. Fans just let him know about you and may buy you. How does the fan economy create constant buy buy buying behavior in this system?

Regarding the fan economy, I repeatedly put forward four points to discuss with you: the first is how to communicate effectively with your fans, which is what everyone is talking about. Content is one of the key points, and it is not necessarily content that can be effectively spread. For example, for a retail industry, your store is your content, which depends on your enterprise value service chain to define effective content. Second, the brand &; Products and services. Experience (brand, product, experience) is our core. If our brand and products are not well designed, consumers will still leave you no matter what the content is. Third, like Uniqlo, we are both a brand and a retailer, so it is very important to build an ecosystem of branded products and interactive experiences. Fourth, now everyone doesn't carry a lot of cash, and many things are done with mobile phones. Therefore, how to help consumers complete the trading experience in the fastest time is a more effective platform to build a fan economic circle. After building this platform, you can think about how to create content, products or exchange experiences with each other.

But at present, it is difficult for all agents to fully serve this ecosystem. The biggest challenge now is how to use the most effective resources and the shortest time to help your customers integrate these elements and implement them quickly and effectively. Just make a concept that it is difficult to form an ecological economic circle.

The so-called scene is the moment when the heart is hit.

Jiang Meilan: Many people ask me how to do scene marketing. I often tell them that the most important essence of scene marketing is to let consumers contact you by all means and shorten the time for you to interact with him. Scene, strictly speaking, as a user, I want every moment. At that moment, I was hit by you in my heart. At this point in time, I need something like this, and I will feel that you and I have communication. How does Uniqlo's scene marketing work?

Wu Pinhui: Scene is also a word that people often say. The most direct way is that you need to make customers feel that they need you at a specific moment and place. For example, you need to wear clothes when it is cold, and you need to wear sportswear when you go to exercise. In the life experience of Uniqlo LifeWear, there are two important processes in the scene. One is content, and what kind of content is used to stimulate demand. Sometimes a customer may just want to buy a thermal underwear or a pair of sweatpants, but because he sees that this dress can be worn in different styles in Uniqlo, he may think that this dress can be worn like this. Especially in China, especially in second-and third-tier cities, customers need clothes, and they need to pursue and educate the beauty of life, but how to serve and satisfy them imperceptibly?

The best education is to let consumers feel the experience themselves. Both content and experience are important, and experience will become online and offline. How did you achieve it in this closed loop? Consumer demand is often hidden. You must inspire them at the right time and through the right scenes, so that they will always remember your brand and products.

The influence of social behavior is as important as consumption power.

Jiang Meilan: Many times, we should not only study what consumers buy when they enter the store, but also study the impact on social behavior, which is actually as important as consumption power. These two things must complement each other. How to treat people who come to physical stores, how to grasp his influence in social behavior, and then make a series with him?

Wu Pinhui: Actually, everyone is talking about the fan economy, not just being a fan. For us, fan economy has different KPIs. We have KPI's of fans, KPI's of sales volume, KPI's of store traffic, KPI's of each fan buying unit price, all of which need a lot of quantification. If an enterprise wants to realize this completely, the first thing to think about is the core economy. You need to set your specific KPI and give it to your team and agents to see how many fans you can increase and how many goods you can sell after this marketing activity is completed. Only in this way can agents and brands think together about how to create the greatest value with the most effective content, not just invest money.

Jiang Meilan: I think the relationship between a good leader and an agent is the essence of a brand, and there must be a clear communication with the customer. In addition, it is necessary to rely on the series and cooperation of different agents to bring this matter to the extreme, not to say that one agent can do it all.

Wu Pinhui: This is also the biggest challenge for all brands, advertisers and agents. In this era, so far I haven't seen any agent can solve everything. I think the biggest challenge in this industry is that you need to find a good agent in that field, you need to give it a very precise direction, you need leadership, you need to educate or develop cooperation with leading agents in the industry. If you don't do this, the agent you meet will either ask you to invest money, make a brand or do some landing activities. In China, we haven't seen an agent who can do these three things effectively. There may be some things that can be done, but they are not the highest ROI. So for the brand team, the biggest challenge is to find the right agents, string them together and create an integrated value chain. It is the biggest challenge for agents or brands, but before we find the next talented agent, it is also an opportunity for the industry to innovate in the future, which is worth pondering by advertisers and agents.

Jiang Meilan: Monochrome is bright and colorful. A spindle can do well, but it will certainly produce colorful colors when integrated, and fighting alone may not have the greatest impact.

Wu Pinhui: Finally, quote Uniqlo brand concept? LifeWear is suitable for life? Share your experience: creativity is endless, just like life is full of infinite excitement and opportunities.