"You lined up today?"
On December 10, 2010, a crazy virtual queue quietly launched in mainland China, quickly triggering an Internet boom. This is the famous Japanese casual wear (apparel joining: http://china.globrand.com/join-fuzhuang/) UNICO brand globrand. The UNIQLO LUCKY LINE online queuing event launched by com and Renren in an exclusive partnership allows netizens to line up at Uniqlo’s virtual UNIQLO store to get access to iPhone4, iPad, travel vouchers, special edition commemorative T-shirts, 10% discount coupons Other wonderful gifts. This is another "universal queuing music" conducted by Uniqlo in mainland China. It follows the concept of activities that previously set records of 140,000 and 630,000 participants in Japan and Taiwan respectively.
Since the beginning of the 21st century, a brand new wave of marketing has been struck, and marketing communication has begun a new era of Marketing 3.0. The core is to focus on the innovation of media channels, the innovation of experience content, and the innovation of communication methods, emphasizing the interaction of virtual reality. With the use of social media.
In the era of Internet economy, creativity has become an indispensable driving force for marketing. Many businesses make full use of creative marketing, completely subvert the traditional marketing ideas, so that consumers feel the corporate philosophy in the interaction, in the initiative to perceive product information.
note! The wave of innovative marketing is coming as early as early December 2010. Uniqlo has already started warming up activities. On December 2nd, the establishment of the Renren.com public homepage attracted a large number of fans. On December 3, Uniqlo released an advertising campaign on a video site. On December 6th, all offline stores began to use brochures and posters for posters.
"Line up online together!"
Under the leadership of the slogan "Let's Go Online and Line Up!" for the vast majority of online queuing families, various users have responded. During the event, the bottom of the interface of the queuing game kept rolling and broadcasting the list of winners. The photos of the winners were also published in the album on the public homepage of Uniqlo.com. In addition to the random prizes and the lucky number commemorative awards each day, Yang Wei was also selected to participate in the grand prize winner. Yang Wei from Shenyang became the first fan to complete the 500-time queue and won the big-global brand network including 20 polar fleece clothes. .
In addition, discount coupons that can be enjoyed for 10 days during the 14-day event period are almost never frustrated, and almost every queuing fan can receive one, which not only provoked fans of UNIQLO's Renren Network, but also the UNIQLO offline entity. The Christmas promotion of the store brought more passenger traffic and stimulated the sales of physical stores.
The event attracted a total of more than 1.33 million people to participate in the queuing activities, undoubtedly the most influential and topical online activity by the end of 2010. Combining online hot and offline promotions, online and offline sales promote, integrate online and offline resources, and promote the Uniqlo brand through two-week online campaigns. Packaging, dissemination, promotion.
Uniqlo’s selection of Renren as an exclusive partner is not only due to Renren’s more flexible and open cooperation attitude, but also because Renren’s users are generally young students, white-collar workers, like fresh and fun fashion ideas, and Uniqlo’s Positioning fits.
"Lined marketing" is a typhoon for Uniqlo. It shifts the "queuing" activity of "boring" and "boring" in real life to the Internet. It is marked with the name "LUCKY LINE," which is in stark contrast to the queuing activities. Chinese netizens can also choose their favorite animals and scenes, which are very attractive to young people. At the same time, they add “motivation†and encouragement factors to form a source of motivation for netizens to participate in activities spontaneously. Many rich prizes make netizens eager to try; The concept of "queuing" was ingeniously applied, and its concept of "many people queuing because of its attraction" gradually spread out and formed a "queue effect", like the ripples thrown into the center of the lake, attracting more and more people. The more potential customers come here.
In addition, as a social platform for the real-name system, the activity carrier Renren will automatically refresh the personal content on the personal homepage after participating in the event, thus resulting in a linkage effect in the real social circle—achieve one hundred responses, one pass and one hundred The effect of communication.
The global flagship store of Uniqlo in Nanjing West Road, Shanghai opened with a buzz. In the days after its opening, only the import and export under the largest logo was used as the entrance, and the remaining imports and exports were only used as exports. At the entrance, two barriers led people to wait in line, and the team continued to the side of the store. From a distance, it looked like the crowd had a precise “right angle†and was very eye-catching.
The “line marketing†under the line can effectively control the number of customers entering the store, create a comfortable and safe shopping environment for the customers in the store, and secondly, it also cleverly seizes the psychology of the people, resulting in the “Uniquku brand is very popular. "Impressive queuing," deep impression, expand the momentum.
At the beginning of the new year, UNIQLO launched the “First Wave of 2011 Everyone Trials†on Renren. UNIQLO fans can apply to become UNIQLO testers by leaving a message on the UNIQLO public homepage. On Renren’s personal homepage, a trial diary and try-on photos were published to motivate netizens to vote on the diary, and those with the tallest votes would receive gift certificates from Uniqlo. Undoubtedly, Uniqlo's first wave of the new year will once again trigger an Internet boom, borrowing the power of netizens to actively promote the Uniqlo brand and continuing the marketing effect of “queuing hotâ€.
Whether it is online virtual queuing on the Internet, or offline lining of physical stores, or the fitting of a new year's new clothes, UNIQLO has firmly grasped the psychology of consumers, and due to more incentive factors, communication factors and fresh ideas, The online virtual queuing and new clothes try-out activities have brought about greater network sensation and social effects, which is combined with a successful innovative marketing of online media.
The Enlightenment of the Uniqlo Case on Chinese Garment Firms In contrast, most Chinese apparel companies are still constrained by traditional marketing ideas and lack fresh marketing elements: if they rely solely on traditional advertising, they are caught in a circle of using celebrity spokespersons. It seems that they must hire well-known companies. Spokespersons can start brands and so on. However, in the era of marketing led by creativity, the lack of interactive elements of traditional marketing methods can only bring consumers more and more visual fatigue and promotion fatigue.
As the Japanese leisure apparel brand Uniqlo, it jumped out of the traditional marketing ideas, under the perspective of the new media environment, make full use of the innovative thinking brought about by the marketing 3.0 era, and carried out a successful online marketing promotion.
In essence, UNIQLO LUCKY LINE, a virtual reality event, is an integrated digital marketing that uses the Internet, computer communication technology, and digital interactive media to achieve marketing goals, including customer-participed marketing. , interactive marketing, etc., may be an effective corporate PR approach.
For apparel companies, especially those positioned in the white-collar class, young students and other deep-seated network of people, such as Jeanswest, Benny Road, Giordano and other clothing brands, have realized the power of the Internet and opened up an official website, intends to develop e-commerce However, there has not been much progress so far. It should be fully realized that when the Internet becomes an indispensable platform for people's daily communication and information dissemination, traditional brands can refer to the Uniqlo model and use the power of the network to promote public relations and marketing, not just single To display clothing, the most important thing here is the interactive participation of netizens – online queuing to win rewards, offline activities to promote sales, and stereotyped brand promotion.
In addition, in addition to the form of “queuing+incentivization,†activities such as “group purchase†and “second kill†can also be added on this basis to carry out different marketing activities on a regular basis. For example, lucky fans of a certain number segment can participate in spike activities. If a time period accepts a group purchase application. Combine the flames of the shopping malls to the internet, and believe that the power of the network is a shareholder's style and can help companies that know them well to win a beautiful victory.
Creativity is the driving force of marketing “A company has only two basic functions: innovation and marketing.†Peter De, who is known as “Father of Modern Management†and praised by The New York Times as “The Most Inspiring Thinker of Contemporary Timesâ€. Luke explained the importance of innovation and marketing as the core strategy for the survival and development of enterprises as early as 30 years ago.
When products and marketing approaches tend to be homogenous, more and more products and brands enter the consumer's field of vision, and consumers are faced with more and more choices - how to make the brand truly into the consumption in the fierce market competition The wisdom of the mind makes it difficult for consumers in the face of rational product appeal and perceptual psychological appeal to make choices that are beneficial to the company. The emotional experience brought by creative marketing can add sensible value to the brand, enhance emotional appeal, and reach consumers' minds faster.
As Taiwan's creative master Yao Renlu said, "creativeness is to loosen the brain." Yao Renlu shared this story: Someone opened a store in Colombia and sold dead roses. Will he have a market? His dead roses are sold exclusively to couples who are about to break up. As a result, dead roses are popular on the one hand and a market that did not exist was born out of unique ideas.
Product ideas can bring a brand new market, while marketing ideas can better promote ideas, promote corporate branding and even consolidate markets. It can be seen that from the marketing 1.0 to marketing 3.0 era, the driving force of marketing communication is undergoing important changes: creativity has become extremely important.
In the world financial crisis in 2009, the Queensland Tourism Bureau recruited the Great Barrier Reef care sitters around the world. This time, the “best job in the world†recruitment event has attracted the attention of the world due to its innovative ideas and eyeball effect. It has become the most successful tourism in the world. Promotion case.
When the candidate works for six months on the Great Barrier Reef in Australia, he can get $150,000 in income. Just swim, dive, sail, and introduce work experience through text blogs, photos and videos.
"The advent of the financial crisis can still have such a good job?" This question has for a time been questioned by Internet users all over the world. The Queensland Tourism Board is doing exactly the opposite, and the questioning process is exactly the moment when creative marketing exerts its power. "The first question in a comprehensive way, and after the whole people's competition" made the entire recruitment in full swing, and achieved the expected effect of marketing tourism in the Great Barrier Reef. The public relations value of the entire event has exceeded 70 million US dollars.
McDonald's, the fast food giant in the industry, also makes full use of the student community's love for online social networking and desires real communication. With the help of Renren.com's “Don't Go Home, Meet It!†theme activity, users only need to provide a variety of interesting and meaningful reasons for meeting. , you can have the opportunity to enjoy McDonald's fresh and delicious summer special drinks.
In August 2010, the German menswear brand Binbao launched a series of microblogging promotion marketing. Binbao turned the company's official Weibo homepage into a fashion pretending platform. It constantly introduced users to the latest trends, the youngest and youthful clothing and dressways, and the unique German clothing culture. It also launched on Weibo at the right time. The limited time discounts or gifts of many products quickly attracted the attention of a large number of fans. At the same time, Bin Bao, the chairman of Binbao, also opened an official micro-blog at the same time, and it attracted a large number of fans to follow the highly personal business thinking and regular management of small language sharing. Chairman Weibo and Binbo official Weibo continued to cooperate with each other and echo each other, achieving excellent commercial promotion results. Binbao's brand knowledge has rapidly increased on the Internet.
Concluding remarks From the "best job in the world" to "Uniqub online queue", from "other house, meet it" to microblogging promotion, one by one fresh marketing case, once again reflects the extraordinary role of creativity in marketing ——Creativeness adds entertainment, interaction, and experience to marketing, allowing the brand concept of the company to be further interpreted and disseminated in the interactive participation of users and customers. Marketing information is no longer passively presented to consumers. It is the consumer who actively participates in and acquires perception through fun and novel ways.
Creativity becomes the emotional bond between marketing and consumers, so that marketing is not a passive transmission of information, but consumers are actively involved in becoming a part of communication. In marketing 3.0, it is not only marketing but also creativity. (Author: Asi ( "26519,26223,26032,12289,39532,29855,29081,32,12288") Landscape Singapore, Malaysia Jing Xi)
The Enlightenment of Uniqlo to Chinese Garment Enterprises
"A company has only two basic functions: innovation and marketing," Peter Drucker said. Creativity becomes the emotional bond between marketing and consumers, so that marketing does not passively transmit information, but allows consumers to actively participate in becoming a part of communication. In the marketing 3.0 era, companies fight not only marketing but also creativity.