UNIQLO Test Water E-Commerce &Nbsp; Sales Effectiveness Is Obvious.

Tao Shengye, senior student of Zhejiang Sci-Tech University

The activity launched by UNIQLO and Renren started online at 10 on December 10, 2010, and participants used their Renren account to log on the activity page, choosing a cartoon image to queue up with other people in front of UNIQLO's virtual store.

In addition to a random iPhone or iPad per day, participants may get 4999 yuan coupons or 20 dresses, and almost 10% of the coupons are available. These provide a continuous source of motivation for queuing users.

In just a week, more than 930 thousand people participated in the online queuing activity.

The original idea of LuckyLine came from a long queue in Japanese stores.

"The headquarters hopes that those customers who are unable to queue up by geographical and time constraints will also have the opportunity to enjoy promotional offers."

Fast marketing (China) commerce and Trade Co., Ltd., Matsuyama Shinya, Minister of e-commerce.

"How to let consumers participate in activities has been a very troublesome problem in the planning of network activities."

In the view of Cao Yun, deputy director of DDB interactive innovation, the essence of LuckyLine is still registered to participate in the raffle. But with the packaging of this element, the enthusiasm and interest of the audience are greatly increased.

UNIQLO has added more Chinese elements to queuing activities in China. Belgian company Eboy has undertaken the specific design. They have designed fifteen scene blocks and about fifty queued personas.

Giant panda, Sun Wukong, Tai Chi or cyclists lined up long lines on the Chinese streets around Beijing roast duck, red lantern, stone lions and Xiaolong Bao.

In order to warm up the campaign, UNIQLO launched a public home page in December 2, 2010 from Renren, and the reason for choosing Renren is that they have more flexible strategies for opening cooperation.

In December 3, 2010, UNIQLO began releasing ad campaigns on video websites, and all offline stores began previewing their brochures and panels in December 6, 2010.

Tao Shengye turned out to be a loyal customer of UNIQLO when he visited the UNIQLO shop.

However, many netizens feel frustrated that LuckyLine's ten percent off coupons can only be used in physical stores.

UNIQLO China has been doing e-commerce since 2008, but similar services such as customer service and network maintenance have been outsourced. Some detailed coordination work has prevented the coupons from being used in its online stores.

As for the role of activities in promoting Christmas promotions for stores, Matsuyama Shinya said, "store sales are influenced by many factors, and we can not simply assess the effect brought about by this event, but in the meantime,

Cao Yunze believes that if we cooperate with a larger user base such as QQ, we may add a zero to the number of participants.