Content Marketing? How Can GU Be Able To Catch This Ship?

In September 30, 2013, GU's first Chinese store opened in Huaihai Middle Road, Shanghai.

GU is the new fashion of UNIQLO's family fashion. Its positioning is more fashionable and close to the people than the latter.

Last year, GU used a wide leg pants that "perfectly concealed the body defects" quickly brought the retro trend to a comeback. I remember that many fashion bloggers in the social circle began to recommend this magical pants in a neat way, such as "what is worth buying" and so on. The shopping platform is spontaneously generated about GU.

With the east wind, GU quickly integrated into the Chinese market.

And this single product "meritorious service" is still the best selling series in their Tmall flagship store.

Fast fashion brand competition has never stopped, UNIQLO, Zara, Gap and other giants.

In the domestic market, how can GU win the competition in this battle like cloud?

As for the performance of the "overseas student" in China, these two years have made remarkable achievements in spite of the fact that they have made a small test.

"Content marketing is the main trend of the market, and for the brand, it is also a good brand publicity and output."

Chen Xiaomin, head of China's marketing department at GU, said that GU will pay more attention to collocation while selling goods. This is the confusion point and demand point of consumers. Therefore, their editorial department will, like most fashion media, regularly "G paper" in social media, and guide consumers' attention through content.

This way of "saving the nation" through content marketing has been favored by many brands, such as sexy but not yellow Durex, Korean version of women's collocation, Korean clothing house and so on.

Indeed, "content marketing" deserved to be the hottest topic of the year. Instead of sticking to a pile of goods to sell and sell, it would be better to take a pen and draw a picture of your users.

A pair of legged trousers

GU's time to enter China is a bit late.

With Zara, Gap, FOREVER21, H&M, UNIQLO and other fast fashion brands taking root in the Chinese market, every new fast fashion brand is a big challenge. GU should be very clear. Therefore, they first choose to sprout in Shanghai and borrow this prosperous city to test the future of the brand in China.

"GU UNIQLO Shanghai Store" is located in the flagship store of Huaihai Middle Road, Shanghai's famous commercial street. Its shop area is about 1000 square meters, and it shows a lot of fashion products.

But many people think that here will still smell a UNIQLO taste, how to get rid of consumers in GU appear the shadow of UNIQLO, create more differentiation, GU actually made a lot of attempts.

The first step is of course learning.

Of course, the sample of UNIQLO is also worth learning and studying.

UNIQLO's success has been replicated by many brands. Among them, the most powerful way to win is that they can play very well. UT deserves to be a classic case of this topic.

Over the years, this ordinary T-shirt has been the most dazzling focus in UNIQLO stores. It started with the T-shirt co operated with LINE. The classic expressions of LINE, Brown bear and Cony rabbit, were sold on the UT of UNIQLO.

A few hours later, the series was snapped up, and many stores quickly broke.

Then, Simpson series, Captain America series and Star Wars series came out of the street, and clever UNIQLO incorporated these fans into their fans.

This kind of single product wins the game many brands do not dare to take risks easily, but this is indeed a marketing risk worth learning and emulating. GU has also learned a lot.

In August 18, 2015, GU held a GU free market on the theme of "Go Wide, Go Wild, GoFree" at the water house, and announced that its flagship store in Tmall will officially open in August 24th.

On the day of the opening ceremony, GU and Tmall joined hands to play a "broad leg pants". Tian Yuan, Mu Xiyan, Xiao Bai, and other star red people wore GU wide leg trousers to participate in the activities.

Consumers can not even reject the style and price.

It is reported that in GU Tmall flagship store, there are no less than 10 kinds of light legged trousers, but also a low price of 99 yuan and 149 yuan. Many consumers begin their autumn and winter dress tutorials from GU's wide leg pants. Like UT, GU's wide legged pants have become the key to their entry into the Chinese market.

Love selling content GU

Naturally, wide legged trousers are still fermented.

In the first half of this year, a lot of young girls were conquered in a 5 night 9. Meanwhile, the heroine Satomi Ishihara in the play made the match of wide legged trousers also let consumers compete to emulate. During that time, GU kept brushing their sense of presence in their WeChat public numbers. Through a series of matches, the consumers knew that they had a pair of legged trousers with the goddess. At the same time, this kind of wear content benefits consumers very much.

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It is understood that the reading volume of these topics has reached 1w+, and the demand point for consumers to wear content has also become a direction of GU marketing promotion.

Therefore, they try to reach consumers through content, thus promoting the pformation and sale of goods.

At present, GU mainly focuses on the operation of the public media.

"Our public number is different from that of many brands. We send frequently, four times a week, but the rate of unsubscribe is not high.

Because the content we produce is not only a product of all kinds of information, but also fashion wear.

Chen Xiaomin said.

The sense of success of content harvest makes them feel that this road is right, so they have made a new attempt, a G.paper focused on fashion matching. Like fashion pictorial, G.paper will regularly login WeChat, micro-blog and other social media, becoming a long-term and fixed column.

"The content will be combined with holidays, for example, the May Day holiday. We specially built a special Taipei, Hawaii, New York! Travel with GU to get a lot of members' forwarding."

Chen Xiaomin said.

Japanese magazines, such as Xinwei and Mina, will have many travel plates. They will be guided by their own models. On the one hand, they will also introduce the costumes. On the other hand, they will introduce the tourist attractions and be very popular.

GU also quickly copied in the near future. In the G.paper, it introduced the content of "Hello Tokyo, the popular model KIKO take you to Tokyo", which introduced a lot of recent popularity.

For example, a shoulder shirt, skirt and so on, and a popular restaurant in Tokyo.

Such marketing gameplay embodies the content to the greatest extent, from the perspective of consumers, to achieve the purpose of content marketing, otherwise it is only the brand's self - promotion, unable to attract new customers, but also the loss of existing members.

Through such a period of content, consumers gradually began to distinguish between UNIQLO and GU, and the younger generation gradually created their own unique accent.

The core of a brand's growth is that the consumer agrees with the brand. Content marketing can better spread the culture of the brand.

"Many brands are confused about their public numbers and don't know how to use them.

The advantage of GU lies in the fact that Japan's GU has independently developed the exclusive APP of the brand. They have accumulated a certain amount of fans through long-term exploration and operation, "this game can also be copied to the domestic market.

Is brand suitable for media?

Paper media is declining. It is an indisputable fact that more and more media are starting to join the new media team. Therefore, under the emerging market of new media, few brands will use themselves as media to guide the fashion trend.

Conversely, if the brand can think differently and use itself as a medium, the effect will be very different.

Take the clothing brand as an example, it has a sense of fashion and users, so it can plan more professional content. This ordinary fashion magazine will have some differences.

GU has already launched their content full channel plan at present. "Micro-blog and micro Amoy are making many new attempts.

In addition, we also participated in the "campus talent show" sponsored by Tmall in conjunction with the hot spots of the 90s market. At the same time, we are ready to sign some excellent campus talents to enrich our content.

Chen Xiaomin said.

Micro-blog is mainly engaged in deep cooperation with some well-known KOL in the circle.

Through these red people's content writing forwarding, let GU get more exposure, but also took the opportunity to pull the product sales.

In order to drive the sale of Tmall flagship store, GU also spent a lot of time in micro Amoy. It is reported that they will launch two rounds of content every day, including new product release, topic interaction and so on, thus stimulating their traffic and purchase rate.

At the same time, GU also actively participated in Tmall's net red plan, and carried out the output of Tmall's Darren channel, and achieved very good results.

"For example, one of the characteristics of our summer products is to cooperate with some artists, so that consumers can see a brand with strong artistic temperament.

There are even some scenes that have been robbed just on the line.

For example, with the cooperation of Altman's projection 50th anniversary, the cooperation fund introduced at that time increased the output of GU content by one level.

Moreover, not long ago, they also signed up Oyang Nana, a popular Asian pop star. Through exposure of Tmall's content output, it brought more than 300% traffic.