Uniqlo is the top ranking multinational clothing retailer in Japan and one of the leading global apparel retailers. As of June 2009, Uniqlo had nearly 850 chain stores worldwide. Uniqlo entered the Chinese market in 2002, and by 2007 its sales in China doubled compared to the previous year. By 2009, Uniqlo's store count in China rapidly expanded to 34 locations.
With the rapid expansion of domestic internet users, online shopping is gradually becoming the mainstream shopping method for the younger generation. To enhance coverage in China’s second- and third-tier cities, on April 23, 2009, Uniqlo's Taobao flagship store officially launched. On the day Uniqlo entered Taobao, its sales exceeded 300,000 RMB; by the end of June, Uniqlo's total online sales reached 18 million RMB; on November 2nd, Uniqlo's single-day online sales astonishingly reached 1.14 million RMB. In just half a year, Uniqlo quickly became the leader in online sales among apparel enterprises.
In the midst of the global economic crisis, with a lackluster consumer environment, Uniqlo stood out with continuously growing online sales. Besides its convincing quality and reasonable prices, this was also due to Uniqlo adopting an efficient online marketing method—EDM (Email Direct Marketing).
In 2009, Uniqlo entrusted all its market promotion work in China to an email marketing company. After professional analysis and comparison, they chose a customized email marketing solution for Uniqlo, transforming email into an important marketing channel for Uniqlo.
By sending email invitations, Taobao members interested in Uniqlo were converted into active Uniqlo users. Regular emails were sent to both new and old members, conducting EDM marketing, regularly recommending new products to customers, and enhancing customer brand loyalty. After half a year of EDM operations, Uniqlo's active user base grew by nearly 70%, and the email marketing channel generated approximately 20% of sales. Email has become an important online marketing channel for Uniqlo.
In the future, more companies will use email for product online promotion and customer maintenance services. Accurate EDM marketing is the winning weapon of the Internet era.
For more information:
- How companies can do email marketing [Special Topic]
- How to prevent spam [Special Topic]
- Managing money, goods, and clients - "It" excels
Uniqlo's Taobao flagship store registration is free to use:
- Online piggy bank
- Online inventory management
- Online customer management
Relevant thematic articles:
http://www.diglog.com/story/videos_other_679260.html
http://blog.sina.com.cn/s/blog_9d021e5d01011j38.html
http://www.diglog.com/story/technology_design_682754.html