UNIQLO: Creative Marketing.

Recently, a crazy virtual queuing activity has been quietly launched in the mainland of China and has triggered a rapid upsurge in the Internet. This is the UNIQLO LUCKY LINE online Queuing service launched by the famous Japanese casual wear brand, UNIQLO and Renren.

Netizens are queuing up at the virtual UNIQLO store of UNIQLO website, that is, they have the opportunity to get iPhone4, iPad, travel tickets, special edition commemorative T-shirts, 10 percent off coupons, and other wonderful gifts.

This is another "popular queuing music" launched by UNIQLO in the mainland of China. It has used the concept of 140 thousand and 630 thousand record entries in Japan and Taiwan, China.

"One family

Since twenty-first Century, marketing communication has entered a new era of marketing 3. Its core is to pay attention to the innovation of media channels, the innovation of experience content and the innovation of communication mode, emphasizing the interaction of virtual reality and the application of social media.

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Inspiration from UNIQLO to Chinese Enterprises

On the contrary, most Chinese clothing enterprises are still confined to traditional marketing ideas and lack of fresh ideas.

As the Japanese leisure clothing brand UNIQLO, it jumped out of the traditional marketing idea of imprisonment, in the new media environment perspective, make full use of the innovative thinking brought about by the marketing 3 era, and carried out the successful online marketing promotion.

In essence, the combination of UNIQLO LUCKY LINE and virtual reality is a kind of integrated digital marketing.

It realizes marketing goals by means of Internet, computer communication technology and digital interactive media, including customer participation marketing and interactive marketing. It is an effective way of public relations in enterprises.

For garment enterprises, especially those who are well versed in the Internet, such as JEANSWEST, Baleno, Giordano, and so on, such as white-collar workers, young students, etc.

They have realized the power of the network, thus opening up the official website, and intending to develop e-commerce, but so far, no progress has been made.

When the Internet becomes another indispensable platform for people's daily communication and information dissemination, the traditional brand can refer to the mode of UNIQLO, use the power of the network to carry out the public relations and marketing promotion of enterprises, and not just display the clothing singly.

The most important thing here is the interactive participation of netizens - Online queuing to win awards, offline activities to promote sales, and three-dimensional brand promotion.

In addition, in addition to "queuing + incentive" this form, you can also add "group buying", "spike" and other activities elements on this basis.

For example, lucky fans of a certain number segment can participate in "spike" activities, and can accept group buying applications at a certain time.

Burning the shopping mall to the Internet will help the company win a beautiful battle.

When the marketing means tend to be unified, more and more products and brands enter the consumer's perspective.

When consumers are facing more and more choices, how to make the brand enter the consumer's mind in the fierce market competition and make consumers make the choice that is beneficial to the enterprise is a problem before every garment enterprise.

The emotional experience brought about by creative marketing can add perceptual value to brand and enhance consumers' emotional appeal.

Marketing is no longer a passive presentation.

Creativity in the product area can bring about a brand new market, and creativity in the marketing field can better promote the business concept and make the brand better consolidate the market.

It can be seen that from the marketing 1 to the marketing 3 era, the driving force of marketing communication is undergoing important changes.

Creativity has become extremely important.

In 2009, under the global financial crisis, Queensland Tourism Bureau recruited Great Barrier Reef nursing staff all over the world. This recruitment activity, known as "the best job in the world", attracted people's attention because of its originality and creativity, and became one of the most successful tourism promotion cases in the world.

The recruits worked in Australia's Great Barrier Reef for 6 months, earning a 150 thousand Australian dollar income.

All they do is swim, dive, sail and introduce work experience through text blogs, photos and videos.

"When the financial crisis comes, can there be such a good job?" this question has aroused netizens' doubts all over the world.

The Queensland tourism administration did exactly the opposite.

The process of questioning is exactly the time for creative marketing to exert its power.

"First full doubt, after the national competition" has made the entire recruitment in full swing, reaching the expected effect of marketing and promoting Great Barrier Reef tourism. The public relations value of the whole activity has exceeded 70 million US dollars.

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In August 2010, the German men's wear brand launched a series of micro-blog promotional marketing.

Bin Bao turned the company's official micro-blog homepage into a fashion preaching platform, which regularly introduced the latest fashion, the most youthful dressage to the netizens, and the unique German clothing culture, and timely introduced many commodity discount or gift messages on micro-blog, which attracted a large number of fans' attention.

At the same time, She Xujin, chairman of the company, opened an official micro-blog, which won highly acclaimed fans with highly personalized business thinking and regular management experience.

Micro-blog, chairman of micro-blog, and the official micro-blog of bin Bao constantly cooperated and echoed each other, and achieved excellent commercial promotion effect.

The brand recognition of bin Bao has been promoted rapidly on the Internet.

From "the best job in the world" to "online queuing on UNIQLO", from "don't house, meet it" to micro-blog's promotion, one fresh marketing case reflects the extraordinary role of creativity in marketing again and again. Creativity adds entertainment, interaction and experience to marketing, so that the brand idea of enterprises can be further interpreted and disseminated in the interactive participation of netizens and customers.

Marketing information is no longer passively presented in front of consumers, but consumers actively participate in it through interesting and novel ways and get satisfaction.

Lin Jingxin, a well-known public relations expert, an expert in corporate crisis management, is currently a research fellow at the Institute of public communication, Zhongshan University, and a professor of Chinese media and corporate communications at Hong Kong Polytech University.

Mr. Lin Jingxin is the most respected lecturer in crisis public relations. He has provided crisis management consulting and training for several top 500 enterprises. He has rich practical experience and theoretical research in media communication, crisis public relations and brand management, and is also the author of the bestseller "network crisis management: the solution to enterprise crisis in the era of Web2.0" and "the ten crisis public relations course that managers must read."