UNIQLO, which is committed to becoming the world's first "digital consumer retail enterprise", joined hands with Tmall Super Brand Day to open the 23SS Spring and Summer New Product Release Fashion Show with the theme of "The Art of Everyday Life" in the form of a live broadcast at the global flagship store on Huaihai Middle Road in Shanghai for the first time on March 3.
Today, more than 20 years after UNIQLO's entry into China, live broadcasting, as the strongest engine of "digital consumption", is undoubtedly regarded by brands as a new weapon to fight in the commercial rivers and lakes. From the "Shelf Live 1.0" on the Tmall platform in September 20, to the "Shop Visit Live 2.0" in conjunction with offline stores, to the "Content Live 3.0" set up in the Shanghai global flagship store in September 22, it is not difficult to see that UNIQLO's definition of live broadcast has also been iteratively upgraded from a traffic channel that transmits event information to promote sales conversion to an important stage for carrying brand digital content marketing.
Tmall Super Brand Day joined hands with Uniqlo for the first time, why bet on content-based live broadcast innovation?
Entering the "Live 3.0 Era", in just half a year, UNIQLO Live has not been relieved in its willingness to innovate and upgrade, and has once again thrown a bombshell - for the first time, it has joined hands with Tmall Super Brand Day to open the 23-year-spring new product release live broadcast.
According to the 2022 financial report, UNIQLO's sales in Greater China rose to 538.5 billion yen, an increase of 1.1%, and China has become UNIQLO's second largest market. From the "traditional era of selling goods" to Tmall "eat crabs early", to now linkage to empower the world's first store live broadcast room, we can also smell UNIQLO's strategic intention to build a moat for the brand in the live broadcast track and even domestic digital marketing, in order to maintain the sales growth trend in China.
Benefiting from the digital layout, UNIQLO has never stopped innovating and upgrading the domestic digital marketing field, and has also laid a solid foundation for the cooperation between Tmall Super Brand Day and UNIQLO. In addition, Tmall's series of content innovations in the live broadcast field in recent years are highly consistent with UNIQLO's strategy of accelerating content-based live broadcast upgrades.
"According to store conditions" decoding innovation and upgrading, Tmall Super Brand Day and Uniqlo jointly create "super content live broadcast"
The cooperation with Tmall Super Brand Day, as the first stop of the Uniqlo 23SS Spring/Summer Global Tour in China, is different from the brand self-broadcast mainly carried out by visiting stores and bringing goods in previous years, this Tmall Super Brand Day and Uniqlo have created a more innovative "super content live broadcast". Focusing on "The Art of Everyday Life to enjoy the "beauty" new inspiration", the "store" was transformed into a "show" for new products this season, detonating the highlight moment of UNIQLO's new product release, exceeding one million views on the night of the live broadcast, successfully building this live broadcast content innovation into a "brand super marketing event", and finally realizing the mental planting of the "super crowd", the breaking of the circle of interest TA, and the planting of products of the pan-population, and quickly transformed into performance growth.
"Adapting to store conditions" has become the keyword for the two parties to jointly upgrade the innovation of live broadcast content. Extending from live show to offline stores, the innovation of "according to store conditions" covers new products, new content and new forms, presenting consumers with an immersive interactive consumption experience full of "novelty".
In line with UNIQLO's brand positioning, Tmall Super Brand Day specially set up a second scene "according to store conditions" to create a people-friendly and lively atmosphere, inviting fashion media insiders and consumers to watch the show live and interpret new product inspiration and wear design in real time, such as new products launched on Tmall Super Brand Day, women's INES designer co-branding, new function sports sunscreen, nude breathable light oxygen BRA, anime street tide UT, etc. In addition, it also shares insights on this season's new product propositions and brand lifestyle philosophy from a professional perspective combined with fashion trends, so as to enhance consumers' fun and experience of watching shows in the live broadcast room.
In addition, during the live broadcast of new product launches on Tmall Super Brand Day and Uniqlo, consumers can also check in stores and receive exclusive gifts such as limited co-branded bouquets between Tmall Super Brand Day and Uniqlo. From online to offline stores, while strengthening consumers' goodwill, flowers as a communication carrier are cleverly integrated into the new product proposition of spring and summer, which also allows consumers to more intuitively perceive the design inspiration of UNIQLO's new products this season.
It is not uncommon to combine fashion shows with life scenes, but few stores that transform daily consumption into show venues. As soon as the new product is released, consumers can enjoy this new product release show through the Tmall UNIQLO live broadcast room, subverting consumers' cold impression of previous fashion shows, and for UNIQLO, which is positioned close to the people, it is a successful new taste that narrows the distance with consumers.
Tmall Super Brand Day, as Tmall's ace IP, and UNIQLO have joined forces with UNIQLO to create momentum for live broadcasting, increasing the digital marketing of UNIQLO brands in multiple dimensions such as the marketing innovation of "super content", the topic influence of "super events", and the traffic aggregation of "super crowds", forming a complete online and offline marketing link through "improving the communication exposure in the live broadcast room and the interactive experience of offline stores of the transaction-return brand", scenario-based live content innovation, direct interaction of consumers' five-sense experience, and the effect transformation of more than one million views. It not only breaks the circle of UNIQLO's "LifeWear" lifestyle philosophy, but also affirms consumers' innovative cooperation in this "Super Content Live Broadcast".
Successfully interpreted live content innovation to feed back business growth, and the two joined hands to create a benchmark case in the apparel industry
The effective gameplay interpretation of Tmall Super Brand Day and Uniqlo also provided insight into industry benchmark cases for brands to explore live content innovation and feed back business growth. In the first year of economic recovery, the recovery of consumption brought about by the return to normal life has made it necessary for the apparel industry, which has a high share of the live broadcast market, to seize the opportunity of business outbreak, and also put forward higher requirements for the brand's digital retail experience. According to iMedia survey, domestic consumers buy clothing from e-commerce platforms (67.9%), followed by offline clothing physical stores (55.5%). In the future, the exquisite content-based live broadcast method will continue to feed back the brand's digital retail service experience. The cookie-cutter live broadcast format lacks sustained momentum except for short-term sales growth.
As one of the first global brands to enter Tmall, the two met at the beginning of the development of domestic e-commerce platforms, and the strong combination accelerated Uniqlo to enter the fast lane of digital new retail in China, and won the top spot in Tmall's "Double 11" apparel category for nine consecutive years.
According to iMedia consulting data, the total size of China's live streaming e-commerce industry reached 1,201.2 billion yuan in 2021 and is expected to reach 2,137.3 billion yuan by 2025. In the future, live streaming e-commerce as a core segment will still lead the rapid growth of the entire industry. UNIQLO, which has 200 million + fans on social media, has been playing an innovative role in the Chinese market, from launching brand self-broadcasting through the Tmall platform, to this season's spring and summer new products joining hands with Tmall Super Brand Day IP to innovate live content, witnessing the explosion of innovation in the content live broadcast track on Tmall Super Brand Day, and providing new fuel for the continuous growth of UNIQLO's business and even the promotion of core track industry rankings. The cooperation between the two parties is not simply to create a brand digital marketing event, but more importantly, under the situation of the intensification of the live broadcast subdivision track, the use of content-based live broadcast innovation to strengthen the brand digital marketing barriers.
The era of Internet stock has forced brands to "roll out ideas" and "roll out characteristics" in live broadcasts. Tmall Super Brand Day and Uniqlo also let more brands see the possibility of using live content innovation to achieve traffic breakthroughs. According to iMedia consulting report, Chinese apparel companies will gradually develop in the direction of high-end and branding in the future, and are expected to reach 1,107.1 billion yuan in 2025. The linkage between Tmall Super Brand Day and Uniqlo has pointed out how to use live content innovation to achieve online and offline victory and jointly build a brand centralized marketing stage. Apparel brands that are highly dependent on offline retail channels still need to optimize live streaming strategies from the digital end in the future to break free from the internal friction of brand live streaming and store competition. This cooperation shows how to build a brand centralized marketing traffic field through live content innovation, link stores to improve consumer interactive experience, and harmonious coexistence between online and offline to jointly drive brand business growth. Let many brands in the apparel industry see the value of content-based live broadcast innovation and discover the digital marketing upgrade drive with more universal value. WWD
Content Planning Huayi Tomorrow Fashion Content Center
Written by Lilian
Image source: Courtesy of the brand