UNIQLO Wu Pinhui: Omnipotent CMO

　　 Reporter: what role do you think CMO should play in the enterprise?

Wu Pinhui: I think CMO should be business leader first. What you do is ultimately to create corporate reputation and brand value and help business grow. So CMO wants to understand what business drivers is, how marketing works, and CMO wants to grow with business and team.

Second I think it is very important to play a role of resource integration and implementation integration. As we mentioned before, no one will stare at a terminal on the line or offline. Many times you go to the social networking site today, search for it tomorrow, buy it in the market, buy it next time on the line, you can do it in Tmall, you can also be in APP, so CMO is more important to play an integrated role and get through more online and offline. Integration is very important. Where is the right place to invest? Yes, the boss may give you 10 million of the budget before, but the advertising investment will take the lead. But it can not measure its commercial value. Now the project that may invest the least money is the biggest, and it must be accurately measured.

The third is to train young people. There are too many opportunities now, and young people are also jumping thinking. They want to be social, and feel cool, but they do not. business The feeling, which makes him unable to do things, can also meet the need of breadth and depth. So talent training is also a big challenge for CMO. Before, you could spend 6 years or even more time with people. Now you don't have much time.

　　 Reporter: This is actually our next question. You may have done one thing in the past. Now you have to do everything. What is the most urgent ability to improve at the moment?

Wu Pinhui: what you just said needs balance, but balancing it well will not make you NO.1, and the most important thing is the ability to innovate. Now consumers are changing so fast that new things are being pushed out, consumers are being spoiled, and they are demanding higher and higher.

Innovation is not necessarily a great invention. We are using technology that has existed for a long time. But I catch an opportunity to combine them into a kind of market innovation through consumer shopping behavior and habit data mining. But electricity providers really can't take the place of all your life.

　　 Reporter: Yes, this is absolutely, do you have any special secrets in learning, how do you usually learn it? Especially innovation is hard to get through direct learning.

Wu Pinhui: there is no trick. I think the first is reading. Although it works for a long time, it has to absorb new information and information constantly, whether through social networking or domestic and foreign websites, constantly absorbing new information, which will stimulate you to think about some new ideas. The more senior managers, the more important the open learning attitude and ability is. The book I read is actually nothing special. It is nothing more than English magazines such as BusinessWeek and economist. These may not be directly related to business, but will bring you back to the essence of the problem, what kind of things will move people, and what is the most essential demand of human beings. Technology can change a lot, but technology is just a way to achieve it. CMO More importantly, we need to see the trend change, see what needs are satisfied under the new technological revolution, and what other needs are not met. Many problems will emerge in the process of reading, giving you more answers.

Second, be brave enough to challenge things that have not been done, or idea. Many times, success and failure are in the front line. Try and observe their development. I can't suddenly come up with a very big idea in UNIQLO, but as long as I know what I want to do to achieve this goal, I will add a little bit of resources to the situation and see what will come out in the end. If you don't try, you will lack innovation. Innovation is not a sudden idea. Innovation is a process of accumulation.

　　 Reporter: what are we going to do in a day?

　　 Wu pin Hui I usually work back to Email in the daytime and precipitate myself in the evening. I seldom go to socialize, but I will see friends circle and WeChat group to see what is discussed on them, why there are some things worth discussing, some things I may feel bored, and why some people are going to discuss. You observe what people are doing. It is a learning in itself. For me, 70 or 80% time is at work, and a lot of time is meeting with the team, discussing how to do the content and bringing the team up. My first priority is my team, and what my team is doing, second social networking and social media, is second to me.

　　 Reporter: how do you train young people and hire young people? Do you have any tips to share with you?

Wu Pinhui: as long as I am in office or on a business trip, I will have 70 to 80% time to discuss with my team, teach them how to do the content, how to make judgments, and even sometimes I will take them together. Second give young people stage performance. Whenever there is company activities, I will let the team speak. The boss's speech is normal, but a team member's speech will give them a sense of participation, responsibility and honor.