Jul 30, 2022
In Do It All From Your Phone
1. Deploy an online self-operated business model, and achieve rapid growth in the private domain through multi-touch drainage The private domain operation strategy of the WeChat mini-program of "Handheld Uniqlo" is widely praised by the industry. In addition to making full use of the WeChat official account and store diversion, Uniqlo has also activated public contacts such as commercial advertisements and social fission, and the traffic of the applet will flow back to the offline stores, realizing a two-way virtuous circle of traffic. 2. The official account continues to supply refined pet fans As early as 2015 , the operation of Uniqlo’s official account was already a success. The maximum number of readings for a single graphic message was nearly one million, and the activity and participation of fans remained at a high point. The participation and sharing rate of online activities is extremely high. . Uniqlo's official account has designed the image and text push into a beautiful long image, which is not only convenient for users to browse quickly, but also very suitable for planting grass. Coupled with the convenience of supporting direct-jumping mini-programs with pictures and texts, the official account has become an important source of stable traffic for mini-programs. In terms of operation, Uniqlo’s official account has been attracting WeChat mini-programs every step of the way, from newcomers’ attention to welcome words, secondary menus in the menu bar, to content graphics and texts. When the "Handheld Uniqlo" applet was launched in 2018 , nearly 50 % of the traffic came from the official account, thus achieving a quick start and the original accumulation of traffic. Up to now, Uniqlo's official account has tens of millions of subscribers, and the number of fans maintains a rapid growth every month. 1) Strong guidance in offline stores to cultivate user habits More than 800 stores across the country are telemarketing list another source of private domain traffic for Uniqlo. In Uniqlo's offline stores, whether it is product labels, posters, roll-ups, store shopping guides, broadcasts, fitting rooms, and checkout telemarketing list areas, the information that can be heard everywhere guides users to pay attention to and use the applet. 2) WeChat Souyisou efficiently introduces public domain users Uniqlo also attaches great importance to the introduction of traffic in the WeChat public domain. In the "Souyisou" brand area, Uniqlo uses the three shortcut keys of entering the store, discounts, and new products to configure differentiated content, nearby store address navigation, etc., to provide users who are actively searching with a clear index , which also makes Uniqlo search The proportion of UV continues to increase, and it has become an important channel for the promotion and conversion of small programs. 3) Small program mall private domain promotion to strengthen the mentality of the official website It is worth mentioning that, in order to continuously enhance the ability of traffic acquisition, private domain asset accumulation and channel conversion, after the multi-touch diversion to the mini-program, in addition to the e-commerce promotion Double Eleven and Double Twelve, Uniqlo also organizes more events every year. Exclusive promotions for sub-private domains to cultivate users' private domains and promote their minds. These measures have further driven the continuous growth of Uniqlo's private GMV .