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Creativity is the driving force of marketing: Uniqlo bring inspiration to Chinese garment enterprises
"Did you line up today?" On December 10, 2010, a crazy virtual queuing was quietly carried out in mainland China, quickly causing a craze in the network. This is a well-known Japanese casual wear brand Uniqlo and RenRen exclusive cooperation launched "UNIQLO LUCKY LINE" online queuing activities, so that users in UNIQLO website virtual UNIQLO shop lined up shopping, that is, have access to iPhone4, iPad, travel coupons, Special Edition Memorial T-shirt, 10% discount coupons and other wonderful gifts. This is another UNIQLO ensemble in mainland China that follows the notion of activities previously held in Japan and Taiwan with 140,000 and 630,000 participants respectively. Into the 21st century, a new wave of marketing is coming, marketing communications into a new marketing era 3.0 - the core is to focus on media channel innovation, content innovation and communication innovation, emphasizing the interaction of the virtual reality And the use of social media. In the Internet economy, creativity has become an indispensable driving force of marketing. Many businesses make full use of creative marketing, completely subvert the traditional marketing ideas, allowing consumers to experience business ideas in the interaction, the initiative to perceive product information. note! Innovative marketing wave is coming As early as early December 2010, UNIQLO has started activities preheating, December 2 to establish all public network public webpage attracted a large number of fans, December 3, UNIQLO release video ads on the site activity, December 6, all offline physical stores began to use brochures and display posters to notice. "Get online and queue up!" In line with the majority of network queuing group "together online queuing it!" Under the slogan of the lead, all users have responded. In the course of the activity, the list of winners' announcements was broadcast on the bottom of the queuing game interface, and the photos of the winners were also published in the album of UNIQLO Renren's public homepage. In addition to the daily random awards and lucky numbers commemorative awards, but also voted to participate in the grand prize winner, Yang Wei from Shenyang became the first to complete the line 500 fans, get 20 pieces of fleece clothes spree. In addition, discount coupons that can enjoy 10% discount during the 14-day event period are almost never lost. Each line of fans can get almost one. Not only the number of fans of UNIQLO Network surges, more UNIQLO offline entities Christmas sales store to bring more passenger traffic, stimulate the store sales. The event attracted a total of more than 1.33 million participants queuing activities, no doubt become the end of 2010 the most influential and the topic of online activities. Online hot and offline promotions, online communications and offline sales phase of the promotion, integration of online and offline resources, through up to two weeks of online activities, the UNIQLO brand full three-dimensional Packaging, dissemination, promotion. Uniqlo's Choice Renren as an exclusive partner, not only because Renren has a more flexible and open cooperation attitude, but also that Renren users are generally young students, white-collar workers, like fresh and fun fashion ideas, and UNIQLO's Positioning fit. "Queuing Marketing" is a magic weapon for UNIQLO. It translates the "boredom" activity of "queuing" in real life onto the internet and crowns the name of "LUCKYLINE" in sharp contrast. In the queuing activity, users You can also choose your favorite animals, scenes, very attractive to young people; in the "fun" at the same time added incentive factors, formed the source of spontaneous participation of users, many generous awards so that users are eager; the same time, The concept of "queuing" is ingeniously applied. The idea of ​​"queuing a lot of people because of attracting people" is also gradually spread out to create a "queuing effect" that attracts more and more people as ripples thrown into the center of the lake. Attracted potential consumers. In addition, the active carrier RenRen as a real-name social platform, users will automatically refresh the personal home page after participating in activities, resulting in real social circles have a linkage effect - to achieve a hefty response, spread one hundred ten hundred The spread of the effect. In fact, this is not the first time UNIQLO use "queuing marketing." As early as May 2010 during the Expo, in Shanghai Nanjing West Road Uniqlo flagship store opened lively, after a few days in the opening, only the largest logo under the import and export as the entrance, and the remaining few as exports only as exports. At the entrance, two isolation tapes lead people to wait in line, and the team continues to the side of the store. From a distance, it seems that the crowd presents an accurate "right angle" shape and is eye-catching. Line of "queuing marketing" to effectively control the number of customers entering the store to shop for customers to create a comfortable and safe shopping environment, and secondly also cleverly seized the mentality of the people, resulting in "Uniqlo brand is very popular , Hot line up "profound impression, expand the momentum. At the beginning of the new year, UNIQLO again launches the "Everyone Try on the First Wave" on Everyone Online, and UNIQLO fans can apply for a UNIQLO tryout by leaving a message on Uniqlo Public Homepage, after receiving the free gift Renren's personal home page on the trial diary and try on the pictures posted to mobilize users to vote on the diary, the ticket may receive higher coupon Vouchers. Undoubtedly, UNIQLO first wave of the New Year will once again lead to a network craze, borrowing the power of Internet users to take the initiative to promote UNIQLO brand, continuing the "queuing up hot" marketing effect. Whether it is online online virtual queuing, offline line store or queuing for new year's clothes, UNIQLO seizes consumers' psychology. Due to more motivational factors, communication factors and fresh ideas, Online virtual queuing and new clothes try on activities to bring greater network sensation and social effects, but also a combination of online media, a successful innovative marketing. Reflecting on the Enlightenment of Chinese Clothing Enterprises in the UNIQLO Case Most Chinese garment enterprises still confine themselves to the traditional marketing and promotion ideas and lack fresh marketing elements. For example, relying solely on traditional advertising and promotion and falling into the vicious circle of using celebrity endorsers, it seems that they must employ famous Endorsement can be started brand and so on. However, with the creative-oriented marketing 3.0 era, the traditional marketing and promotion methods lacking interactive elements can only bring more and more visual fatigue and promotion fatigue to consumers. As Japan's casual wear brand UNIQLO, then jumped out of the traditional marketing ideas imprisonment, in the new media environment perspective, take full advantage of the marketing 3.0 era brings innovative thinking, a successful online marketing. In essence, UNIQLOLUCKYLINE, a virtual reality activity, is an integrated digital marketing that takes advantage of the Internet, computer communication technology, and digital interactive media to achieve marketing goals that include customer engagement marketing, interaction Marketing, etc., after all, an effective corporate public relations practices. For apparel companies, especially apparel brands targeting whitewigs, young students and other people who are well versed in the Internet, such as Jeanswest, Baleno, Giordano, and other apparel brands, they have realized the power of the Internet and opened up official websites that are interested in developing e-commerce However, no progress has been made yet. It should be fully realized that when the Internet has become an indispensable platform for people's daily communication and information dissemination, traditional brands can make reference to the UNIQLO model and use the power of the Internet to promote their corporate PR and marketing instead of just a single To show clothing, the most important thing here is the interactive participation of netizens - online queuing to win rewards, offline activities to promote sales, three-dimensional brand awareness. In addition, in addition to the form of "queuing + incentive", activities such as "buy" and "spike" can also be added on the basis of these activities. Different marketing activities are regularly carried out. For example, lucky fans of certain numbers may participate in spike activities. Such as a period of time to accept buy applications. Burning the war in the mall onto the Internet, I believe the power of the Internet is a wind that can help companies that understand this theory to fight a beautiful victory. Creativity is the driving force of marketing "A company has only two basic functions: innovation and marketing." There is a "father of modern management" and Peter de Vaughan, praised by The New York Times as "the most enlightening thinker in the world." As early as thirty years ago, Luke clarified the importance of innovation and marketing as a core strategy for the survival and development of an enterprise. When products and marketing methods tend to be homogenized, more and more products and brands enter the consumer's field of vision, consumers are faced with more and more choices - how to make the brand truly enter consumption in the fierce market competition The mind, so that the face of the demands of rational products and emotional psychological demands of consumers to make a choice that is conducive to the business, is placed in front of each business problems. The emotional experience brought by creative marketing can add emotional value to the brand, enhance emotional appeal and reach consumers' minds more quickly. As Taiwan's creative master Yao Renlu said, "creativity is to loosen the brain." Yao Renlu shared such a story: Someone opened a shop in Colombia, selling dead roses, he will have a market? His dead rose, sold specifically to those who are ready to break up the couple. As a result, the dead rose is very popular on the market, a market that did not exist was born of unique ideas. Products in the field of creativity can bring a new market, and marketing ideas can better promote ideas, promote corporate brand and even consolidate the market. Visible, from marketing 1.0 to marketing 3.0 era, the driving force of marketing communication is undergoing important changes: creativity has become extremely important. Industry fast food giant McDonald's also make full use of the student community loves online social networking, longing for the real exchange of this feature, with Renren to carry out "Do not house, meet it!" Theme activities, users as long as the site provides a variety of interesting and meaningful reasons for the meeting , You can have a chance to enjoy McDonald's fresh and delicious summer special drink. August 2010, the German men's brand Bin Bao launched a series of microblogging marketing. Bin Bao will be the company's official microblogging home page into a stylish dress preaching platform, a daily fixed to users introduce the latest trend, the most youthful dress and dress of the road and the unique German clothing culture, as well as timely introduction in the Weibo Limited time discounts or gifts on many items have quickly attracted the attention of a large number of fans. At the same time, Bin Bao Chairman She Xujin also launched personal official microblogging, with very personal business thinking and regular management of small language sharing, quickly attracted a large number of fans concerned. Microblogging Chairman and Weibo official microblogging ongoing mutual cooperation, echo each other, made excellent commercial promotion effect. Bin Bao's brand awareness in the network rapidly rising. From the "best work in the world" to "UNIQLO line line", from "do not house to meet it" to promote microblogging, one by one vivid marketing case, once again demonstrated the extraordinary creative role in marketing - Creativity adds entertainment, interactivity and experientialness to the marketing, allowing the brand concept of the enterprise 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 consumers who actively participate in and gain awareness through interesting and novel ways. Creativity, as marketing and the emotional bond between consumers, so that marketing is not passively pass the information, but to allow consumers to participate actively become a part of communication. Marketing 3.0 era, fight not only marketing, but also creative.