优衣库的新零售策略研究
摘要：随着消费者需求的日益突出多样化，通过传统零售店或电子商务的单一销售渠道不能满足消费者对触摸和即时满足、良好的购物体验的需求。在新技术的推动下，新零售概念于2016年推出，整合在线和离线资源，准确把握客户需求，更好地服务消费者，最终缓解了消费品零售总额增速的放缓。对于许多服装零售商来说，在线电子商务的快速发展提高了他们的销售，但随后极大地影响了实体店的销售业绩。然而，从2016到2018年，优衣库连续三年成功成为天联服装销售冠军。作为外国品牌，由于服装业增长一年比一年放缓，并随着中国服装业的不断扩张，越来越多的品牌大幅关闭门店，但优衣库在中国仍在扩张。因此，本文试图分析优衣联如何运用中国新的零售营销模式，以准确满足消费者的需求，在4C原则的基础上，最大限度地提高购物体验。
关键词：新零售;4C原则;营销;优衣库
引用文献一：
基于4C原则的新零售营销模式研究：UNIQLO的案例研究
原文作者 XiaohongTan；YuHe
单位 School of Foreign Languages Xinhua College of SunYat-Sen University
优衣库基于4C原则的新零售营销模式
1990年，美国营销专家罗伯特F.Lauterborn提出了基于消费者需求的著名4C原则，即消费者、成本、便利性和沟通性。与传统的4Ps理论相比，4C原则突出了客户感情，强调顾客满意作为目标，重视与客户的沟通和交流。在'新零售'的背景下，越来越多的企业将引导消费者喜欢购买过程，并乐于购买产品，关注如何为他们创造方便和舒适。
A．基于在线和离线集成的把握消费者需求和欲望
4C非常重视消费者的需要和需求。只有深入了解消费者的实际需求和欲望，才能取得最终的成功。因此，在新零售的背景下，企业不仅需要关注产品方面的客户，还需要关注服务和离线购物体验。优衣库在这方面通过各种方式理解和捕捉用户需要。
2016年双11前夕，根据优衣联和伊索巴中国集团进行的一项名为'2016年双11消费者期望'的调查。在10月21日至10月28日的期间，近4万名消费者投了票。调查显示，99%的消费者希望网下和网下购物的价格相同，56%的消费者希望在'双11'期间加快送货服务。关于送货速度，81%的消费者希望直接到最近的商店取货。
为了方便及时交付客户最需要的物品，优衣库通过与天猫合作实施交付策略，如'同价在线和离线'和'在线订单离线取件'。解决了网上库存不足的问题，使客户尽快收到货。根据优衣库的统计，由于这些新战略，2017年，优衣库的销售额是一年前的5倍。当顾客来到商店取货时，订单取件服务已经带动了超过10%到15%的随机额外消费。
根据优衣联和iResearch发布的'2018年春节期间新零售'报告，报告显示，56%的人在春节期间有行李问题，他们希望携带更少东西的旅行，68%的消费者会使用新零售和离线服务为家人购买礼物，即使他们可能不会回家。此外，59%的客户对春节期间包裹递送的延迟而烦恼，而71%的顾客希望获得比店内服务更好的客户服务，如交换和退货。更重要的是，78%的顾客会购买中国新年的商品，而服装将日益成为第一选择。
基于这些见解，优衣库为消费者提供了解决方案，解决中国新年送货服务悬念或携带太多行李等问题：优衣库为客户提供从2018年中国新年开始在A点订购和从B地点取货的服务。换句话说，在客户在优衣库的网上商店下订单后，他们或他们的朋友或家人可以在附近的优衣库线店。此外，中国春节期间还将提供免费的裁缝和更换尺寸。
B．基于大数据和智能的经济成本
在4C原则中要考虑的第二个C是客户成本。对于新零售市场的消费者来说，客户成本不仅局限于产品价格本身，还包括购买期间的时间和精力。因此，客户成本应包括货币成本、时间成本、心理成本和身体成本。为了最大限度地提高客户的满意度，优衣库充分考虑了客户在编制营销计划时希望支付'总客户成本'的问题。
首先，在货币成本方面，UNIQLO的产品规划、制造和分销能力全部在内部，这意味着它能够根据客户在商店购买的产品来贴近客户需求，从而节省生产过剩或不必要的间接费用。库存可以在几周内升级，或在几天内补充。通过专注于有限面料范围的核心产品，优衣库isableto能够将其面料采购整合到巨额订单中，从而赋予其更大的谈判力量，与供应商对抗，从而转化为更便宜的价格，主要价格从39元人民币到499元人民币。客户的主要价格范围为39至499元人民币。至于顾客最关心的折扣，为了保持商店库存的最佳水平，优衣库将调整任何价格变动的时间，并提供其产品的折扣率。具体来说，大多数产品每年将降价约3次，最后将50%的折扣，甚至60%的折扣。简言之，灵活的价格变化和折扣导致消费者的满意度提高了回购率，优衣库的销售数字也增加了，从而带来了更高的收入和高利润率。
此外，在精神和时间成本方面，消费者往往花费大量的时间和精力访问各种数字渠道，如网站或应用程序来收集完整的产品信息。因此，企业应调整资源资本，更新数字通道，尽可能方便接收信息。2018年5月，人工智能将被利用来处理问题。优衣库推出了名为优衣库的AI个人助理，客户通过自己的应用程序和微信公共账户使用。这个自动聊天机器人，UNIQLOIQ会尽快将搜索结果泵出，因为客户可以将它们输入搜索栏，通过指定用户生成的筛选内容（如性别、服装类型或颜色）来缩小theyre搜索范围。得益于自动聊天机器人，它创造了更好的消费者购物体验，最终推动超过10%的消费率。
最后，在实物成本方面，物理成本节约应该是新零售营销的优势之一。在智能物流和新技术的支持下，消费者可以享受周到的送货上门服务。同时，客户可以购买应用程序中选择的产品，并引导他们到最近的商店试用。
C．基于视觉现实和人工智能的购买便利
4C理论的第三个C强调消费者购买他们感兴趣的商品方便[7]。因此，企业应重视为消费者提供最大的购买便利，无论在线还是离线新零售。
为了方便网上购物，2018年10月，优衣库推出了一项名为'旗舰店一键购物'的计划，让消费者能够根据他们的购买习惯快速找到旗舰店的入口进行购物。消费者能够通过代码扫描从官方网站、官方APP、微信小程序以及离线商店进入。无论何时何地，消费者都可以输入小应用程序或应用程序来完成一键式购物。同时，官方APP、微信小件也根据购买方便性进行了相应的设计和调整，包括优化共享功能，方便用户转发微信时刻，添加商品检查功能，提供详细的产品信息，加强4D配件功能，更直接地显示佩戴效果。
得益于社会口碑推荐、多平台入口和一键订购服务的便利性，2018年双11，优衣库TMALL旗舰店的销售额突破1亿元，而2017年、2016年（6）则达到1分2分53秒。
在方便离线购物方面，为方便消费者找到自己想要的，2018年在深圳数码商店独家展示的名为'智能U指南'的电子智能屏幕，不久将推广至全国各地的商店，作为数码时尚协调员和数码销售助理，可以发挥更多的关注，当消费者按下数码时尚协调员的按钮时，服装风格以4D形式进行。数字销售助理将在消费者购物时提供指导。'智能U指南'提供的最令人印象深刻的服务称为'离线订购、在线交付'。需要提醒的是，智能助手可以帮助从实体店推动到天猫在线商店的流量。因此，消费者可以直接选择服装，并在屏幕上下订单，优衣库将尽快发送产品。它减轻了携带购物袋的负担，也节省了排队等候检查账单的时间。
目前，更多的功能仍在开发中，包括能够直接在电子屏幕上的商店下订单。这可视为名为'智能买家'的电子屏幕的高级版本，其交互效率是传统媒体的四倍以上，提高了2017年推出的商店购物转化率15%。
D．基于智能存储和大数据与客户的有效沟通
4C原则中的第四个C是通信。需要与消费者不断沟通，培养忠诚的消费者。基于4C原则的新零售营销旨在强调营销活动，不仅是单边促销，而且与企业和用户沟通，使企业及时获得用户的信息和反馈，以及分析用户偏好和习惯的大数据，并改进产品、服务、购物体验的调整策略。
在互联网时代飞速出现之前，优衣库传统上以传单、报纸、电视广告作为广告的主要方式。如今，它利用大量方法与消费者沟通，传达其品牌理念和理想，包括其独特的店内环境、名人代言、数字营销以及与设计师和品牌活动的合作。然而，在这些通信方法中，独特的店内环境是优衣库最看重的。通过宽阔的过道、明亮的灯光、整齐堆放的货架、精美的展示，店内展示着许多数字屏幕，解释其面料和服装的实际优势，并与消费者互动，营造舒适温馨的购物体验，极大地促进了品牌风格的有效沟通，培养了忠实的顾客。优衣库的CMOMOMO（CMO）的CMOWU引用了'对于优衣库最有效的沟通方式，是新零售下的店内环境'。她认为，优秀的产品及服务经验实际上刺激了他们的购买欲望，扩大了销售市场，而不是品牌的营销活动。
即便如此，UNIQLO仍从采用积极的营销策略的角度与客户保持持续沟通。为了提高其在祖国和海外市场的品牌知名度，它利用日益数字化的工具与客户直接沟通，并快速将客户的愿望转化为实际产品。每年，UNIQLO都为STECHTECH、超轻羽绒夹克和AIRism等核心产品开展促销活动，宣传产品的独特品质和显著特点，传达其品牌理念，引导消费者在电视和其他媒体上以不同的方式看待服装。
为了及时调整策略，满足个人需求，优衣库非常重视客户的反馈和购物记录。事实上，它已经建立了一个洞察团队，每年至少进行一次UNIQLO年度市场调查，并通过分析来自在线客户的大量请求和评论来改善核心范围。此外，为了了解消费者的行为，例如消费者何时将商品退回货架，以及产品何时和在哪里销售。2017年，优衣库商店推出了RFID（射频识别）标签，可以收集及时准确和具体的信息，如体积，类型和颜色。与手动条形码相比，RFID标签可以自动读取信息，节省soasto更多的劳动力和库存成本，确保公司能够快速提高热销产品的产量。目前，许多服装品牌在实体店应用RFID技术，如十项全能，ZARAZARA和INMAN。据十项全能RFID项目负责人让-马克·利比programme（Jean-MarcLieby）说，这项技术不仅增加了5%的销售额，而且减少了9%的损失。
外文文献出处：
https://kns.cnki.net/kcms/detail/detail.aspx?dbcode=IPFDamp;dbname=IPFDLAST2020amp;filename=ISCA201909001191amp;v=yNqSsodUyA4ZiRqWFN%mmd2FUDaVMfK5nah%mmd2FtgGAmzbA2LR7S2V9%mmd2BpDZepAER9zzznECwe5FqBSet7eQ=
附外文文献原文
Abstract—With the increasingly prominent diversification of consumer demands, a single sale channel via either traditional retail stores or e-commerce cannot meet consumers desires for touch and instant gratification, good shopping experience as well. Driven by new technologies, the concept of New Retail was introduced in 2016 integrating online and offline resources to accurately grasp customer needs and better serve consumers, it ultimately cushion the slowdown in the growth of Total Retail Sales of Consumer Goods. For many clothing retailers, the rapid development of online e-commerce has boosted their sales, but then has greatly impacted sales performance of their physical stores. However, the past three successive years from 2016 to 2018 have witnessed UNIQLOs great success of being clothing sales champion in TMALL. As a foreign brand, it continues to expand in China even as the clothing industry slows down year by year, with more brands closing stores sharply. Therefore, this paper attempts to analyze how UNIQLO applies the New Retail marketing modes in China to accurately meet the needs of consumers, maximizing shopping
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4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
Research on Marketing Modes of New Retail Based on 4C Principles: a Case Study of UNIQLO
Xiaohong Tan
School of Foreign Languages Xinhua College of Sun Yat-Sen University
Guangzhou, China
Yu He*
School of Foreign Languages Xinhua College of Sun Yat-Sen University
Guangzhou, China
*Corresponding Author
Abstract—With the increasingly prominent diversification of consumer demands, a single sale channel via either traditional retail stores or e-commerce cannot meet consumers desires for touch and instant gratification, good shopping experience as well. Driven by new technologies, the concept of New Retail was introduced in 2016 integrating online and offline resources to accurately grasp customer needs and better serve consumers, it ultimately cushion the slowdown in the growth of Total Retail Sales of Consumer Goods. For many clothing retailers, the rapid development of online e-commerce has boosted their sales, but then has greatly impacted sales performance of their physical stores. However, the past three successive years from 2016 to 2018 have witnessed UNIQLOs great success of being clothing sales champion in TMALL. As a foreign brand, it continues to expand in China even as the clothing industry slows down year by year, with more brands closing stores sharply. Therefore, this paper attempts to analyze how UNIQLO applies the New Retail marketing modes in China to accurately meet the needs of consumers, maximizing shopping experience based on the 4C principles.
Keywords—New Retail; 4C principles; marketing; UNIQLO
- INTRODUCTION
In 2016, Jack Ma, chairman of Alibaba Group for the first time mentioned that New Retail came from the deep combination of online and offline logistics with the help of big data, cloud computing and other innovative technologies. Soon afterwards, Zhao Shumei [1] defines New Retail from the perspective of marketing theory as all activities that enterprises apply advanced Internet thoughts and technologies, use the latest concepts and thinking as the guidance, improve and innovate traditional retail methods, and sell goods and services to final consumers as well. Yan Zhanghua and Liu Lei [2] argue that the connotation of New Retail is to obtain comprehensive data and improve retail efficiency from the perspective of consumers experience through online and offline integration. Wang Baoyi [3] holds the opinion that New Retail is a comprehensive retail format that better meets the multi-dimensional needs of shopping, entertainment and social activities of consumers with omni- channel and pan-retail forms in the era of data-driven and the consumption upgrade.
According to the above studies, these can be seen that not a few scholars agree that New Retail is empowered by big data and new technologies with the characteristic of online and offline integration, in order to better meet the increasingly complex and diversified needs of consumers, and helps suppliers to match flexibility and enlarge scale customization, so as to realize the efficient operation of the entire industry which reshapes a 'people-centric' business model.
The past three years have witnessed the application of New Retail concept into retail industries such as supermarkets, food, home furnishing, and clothing, etc. In the USA, for instance, international retail giant Amazon launches revolutionary offline physical store named 'Amazon Go' with its shopping philosophy of 'Just Walk Out' and 'No Checkout'. It perfectly integrates cloud computing and big data into the New Retail, attaches importance to customer experience, connects different shopping scenarios, and takes the lead in entering the New Retail era. In China, Alibabas Hema Fresh which reconstructs the offline supermarket and develops different online and offline combined business modules, such as fresh food, food, take-out and supermarket. By taking advantage of cloud computing, big data, artificial intelligence, Internet of things and other advanced technologies, its online traffic and offline products will be combined to provide consumers with offline experience, online ordering, rapid delivery and the most relaxed shopping experience in the least time.
With the rapid development of e-commerce, the development situation of brick-and-mortar retail enterprises becomes grim. The wave of store closings continued in 2015 and Chinas traditional clothing industry was greatly affected. Statistics show that the clothing industry closed nearly 10,000 stores in 2015 [4]. However, UNIQLO has ranked the first in sales volume in TMALL double eleventh for three successive years, accounted for 25% of the Chinese clothing market in 2018 [5]. As an early pioneer of getting in touch with the concept New Retail among clothing brands, it has explored New Retail marketing modes and achieved certain results, maintaining an annual expansion rate of about 80 stores in China. Therefore, taking UNIQLO as an example to study the New Retail marketing mode conforms to the needs
Copyright copy; 2019, the Authors. Published by Atlantis Press.
of the development of the times and has positive significance to improve the competitiveness of the clothing brand as well.
How does UNIQLOs New Retail marketing work? This paper is to analyze the performance of the marketing strategy based on the 4C principle, and try to explore the advanced experience and inspirations of UNIQLOrsquo;s New Retail marketing modes for Chinas clothing brands.
- THE CHARACTERISTICS OF NEW RETAIL
New Retail is a combination of e-commerce, physical retail and logistics, paying more attention to the application of cloud computing, big data and other high new technologies to improve the efficiency of sales and proc
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