Research On Integrated Marketing Strategy Of Uniqlo Under The O2O2O Model

With the rapid development of Chinese Internet,online shopping platforms such as Tmall,Taobao,Vipshop,JD,and Suning are strongly growing up.According to China Internet Network Information Center,in 2014,the most active and popular category in China's online retail market is clothing.75.3%consumers in the overall internet users prefer shopping online instead of offline.Due to the high gross profit and high repurchase rate,the clothing has been an extremely important part for online retail,attracting more and more ecommerce enterprises to actively invest in online apparel industry.Nowadays,the online clothing retail is transforming from quantity into quality.Chinese apparel enterprises and world famous apparel manufacturers have had closer cooperation in procurement of raw materials.Considering the characteristics of offline and online consumers,Chinese apparel enterprises are paying more attention to balance online and offline marketing and seeking a breakthrough of online marketing.As the online shopping is crazing in China,the traditional apparel enterprises that mainly focus on physical store operation are suffering dramatic shock.Since 2017,due to the rising costs,increasing competition in countries such as Southeast Asia,and fluctuations in the exchange rate of RMB against the US dollar,it has been difficult to raise prices for exports clothing.Meanwhile,as more and more foreign apparel brands entered the Chinese market,the domestic apparel market has suffered an unprecedented impact.According to the National Bureau of Statistics,in 2017,the apparel enterprises of the whole the apparel industry achieved a total of 28.78 billion garments,decreasing 2.62%compared with 2016 year-on-year.According to customs data,the number of garment exports in China increased by 4.06%from January to December 2017,while the average unit price of garment exports decreased by 5.13%.In view of the current situation,Chinese apparel enterprises need to keep pace with the era,upgrade their sales mode and make sure their positive development.When the Chinese garment enterprises explore their future direction,Japanese brand Uniqlo take this opportunity,rapidly occupying the Chinese market.Uniqlo has received a great recognition in China,and its global network,especially in Greater China market,has obviously expanded.In addition,Uniqlo's online store has a good performance through internet promotion,which also helps to increase offline stores.As a LifeWear brand,Uniqlo aims to offer daily clothes to people who enjoy a simple and better life,and makes sure the products are high-quality,fashionable,affordable and comfortable.It is noteworthy that the integrated marketing strategy contributes a lot to the success of Uniqlo.The strategy contains five parts:product,price,place,promotion and localization,and initiatively combined with the O2O2O model.O2O2O(Online to Offline to Online)model is the combination of Internet economy and real economy,and it is also a further development and innovation of the O2O(Online to Offline)model.Because the apparel industry has a tight relationship with times,cultures and trends,compared with other industries,the O2O2O model was applied earlier and relatively flexible in apparel industry.The main process of O2O2O model is the effective communication between online and offline.It aims to make consumers return online consumption as well as stimulate the offline consumption through online promotion and offline experience.Combining with the 02020 model,Uniqlo successfully entered Chinese market,established a good brand recognition and was accepted by most Chinese consumers.At present,the O2O2O model in apparel industry is mainly processed through the following four steps.First,customers obtain the basic information of the store through the seller's online promotion;second,customers enjoy the physical store experience,so as to understand the raw materials,texture,effect,etc.of the product,and get good service that the online shopping is difficult to achieve;third,after customers become a registered member of the brand by scaning the QR code in the physical store,they can either consume in the physical store or buy products in online stores by using PC,mobile phone,or any mobile internet terminals at any time;last but not least,based on the customers'loyalty to a brand,they will recognize and prefer the brand and will purchase the products through multiple channels when selecting this brand again.The premise of this thesis is that the development of internet has a significant influence on communications.The diversification of communication medium and the rise of e-commerce and online marketing have brought momentous changes in apparel industry at home and abroad.In particular,the development of information technology and the popularity of mobile phone applications have promoted the prosperity of e-commerce,so that the importance of online marketing has unprecedentedly increased.In order to adapt to the new environment,domestic apparel enterprises must seize the opportunities,overcome the challenges,actively innovate marketing strategies,and absorb lessons from successful experiences,so that they can win the leading position in the competition of global apparel enterprises.By analyzing the integrated marketing strategy of Uniqlo from the perspective of internal and external environment,concrete steps of marketing strategies,the advantages and shortcomings will be summarized,which helps domestic apparel brands to learn the lessons and enlightenments.The thesis is divided into six chapters:Chapter ?:The first chapter constructs the overall framework of the whole thesis,summarizing the background,significance,and methodology of the thesis,by which the chapter figures out the specific contents involved in the thesis and indicates the major points of views in the following chapters.Chapter ?:The second chapter targets to absorb the previous relative theories and research materials,seeking a breakthrough and new research direction from the previous studies,by which literatures are reviewed and concluded and the new ideas are easier to be clearly understood by reader.Chapter ?:The third chapter,taking Uniqlo as an example,studies the integrated marketing strategy under O2O2O model in practice.External environment including economy,policy,culture and geography,as well as the internal environment including industry,competitor and technology analysis will be addressed.The integrated marketing strategy of Uniqlo will also be stated from the perspective of product,price,place,promotion and localization in this chapter.Chapter ?:The forth chapter,based on the conducts of integrated marketing strategy of Uniqlo under the O2O2O model,comprehensively evaluates the strengths and limitations of the strategy.By finding out the problems of Uniqlo itself and summarizing the advantages and disadvantages in the process of strategy formulation and implementation,the lessons will be learned that the integrated marketing strategy under 02020 model still has an exemplary significance regarding the conducts of Chinese apparel enterprises.Chapter V:The fifth chapter focuses on the whole thesis,providing suggestions and resolutions for domestic apparel enterprises.Through the comprehensive analysis of the strengths and limitations of integrated marketing strategy of Uniqlo,combined with the characteristics of domestic apparel enterprises and the current status of domestic apparel industry,the enlightenments are concluded to put forward feasible suggestions for future development of Chinese apparel enterprises.Chapter VI:The sixth chapter summarizes the whole thesis from two aspects.On the one hand,this chapter clarifies the main idea of the thesis,and concludes the major contents,conclusions,findings and research results.On the other hand,this chapter points out the shortcomings and limitations in the thesis,and provides suggestions for later researchers' reference,so as to make the following studies more comprehensive and perfect.