Creativity Is The Driving Force Of Marketing: Apocalypse Of UNIQLO

Creativity becomes the emotional link between marketing and consumers.

"Have you lined up today?"

In December 10, 2010, a crazy virtual queue was launched quietly in the mainland of China, causing the Internet boom rapidly.

This is the "Uniqlo lucky line" online queuing activity launched by the famous Japanese casual wear brand UNIQLO and Renren. The netizens are queuing up at the Uniqlo shop of UNIQLO website, that is, they have the opportunity to get iPhone4, iPad, travel coupons, special edition commemorative T-shirts, 10 percent off excellent coupons and other wonderful gifts.

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

In the era of Internet commerce, a new wave of marketing is coming. Marketing communication is beginning to move towards the new 3 era. The core is to pay attention to the innovation of media channel, the innovation of experience content and the innovation of communication mode, emphasizing the interaction between virtual and reality, and the application 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 to completely subvert traditional marketing ideas, so that consumers can feel the concept of enterprise in interaction and perceive product information in the initiative.

Innovative marketing wave hits

As early as the beginning of December 2010, UNIQLO had already started warming up activities. In December 2nd, the homepage of Renren has attracted a large number of fans. In December 3rd, UNIQLO launched advertising campaigns on video websites. In December 6th, all offline stores began to use brochures and posters.

"Queue up online."

Under the slogan of "queuing up online" for the majority of network queues, netizens responded.

During the activity, the bottom of the interface of the queuing game is constantly rolling to announce the announcements of the winners, and the photos of the winners are also published in the photo album of the public home page of UNIQLO Renren.

In addition to the daily random prize and lucky number Commemorative Award, the winner of the award was chosen. Yang Wei from Shenyang became the first fan to complete the 500 line, and received a gift package containing 20 pieces of fleece.

In addition, there are a large number of 10 percent off coupons that can be used in the 14 day activity period, and almost all fans in the queue can get one. This not only makes fans of universites Renren net surge, but also brings more passenger flow to the Christmas promotion of the shop under the UNIQLO line, which stimulates the sale of physical stores.

The event attracted more than 1 million 330 thousand people to participate in the queuing, and undoubtedly became the most influential and topical online activity at the end of 2010.

The combination of online hot and offline promotions, online communication and offline sales promotion, integration of online and offline resources, through two weeks of online promotional activities, UNIQLO brand will be all-round packaging, dissemination and promotion.

UNIQLO's choice of Renren as an exclusive partner is not only because of Renren's more flexible and open cooperation attitude, but also because the users of Renren net are generally suitable for young students, white-collar workers, like fresh, fun and fashionable ideas, and the location of UNIQLO.

"Queuing marketing" is a magic weapon of UNIQLO, which plates the "boring" and "boring" activities of queuing into the Internet, and the name is "Luck line", which immediately forms a sharp contrast.

In queuing activities, netizens can also choose their favorite animals and scenes, which are very attractive to young people. When they are "fun", they add incentives to form a source of motivation for netizens to participate in activities spontaneously. Many huge rewards make netizens eager. At the same time, the concept of "queuing" is ingeniously applied, and the idea of "queuing" because of attracting people is gradually spreading out, forming a "queuing effect", just like the ripples of stones pouring into the center of the lake, attracting more and more potential consumers.

In addition, the activity carrier Renren, as a social platform of real name system, will automatically refresh new things on the personal homepage after participating in the activities, so as to produce linkage effect in the real social circles, to achieve the effect of "one echo, one answer, one pmission, twenty dissemination".

Actually, this is not the first time that UNIQLO has used "queuing marketing".

As early as May 2010, World Expo, Shanghai, the flagship store of UNIQLO, located in Nanjing West Road, Shanghai, was bustled and opened. In the days after its opening, the import and export of the largest logo was set as the entrance, and the rest of the import and export as exports only.

At the entrance, two isolating belts lead people to wait in line. The queue continues to the side of the store. In the distance, it appears that the formation has an accurate "right angle" shape, which is very eye-catching.

The "queuing 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 also cleverly grasp the psychology of the Chinese people.

At the beginning of the new year, UNIQLO launched the "2011 people trying on the first wave" on everyone's Web site. Universum fans can leave messages on univercity's public home page, apply for uniforms and try out diaries and try out photos on Renren's personal homepage, mobilize netizens to vote on their journals.

Doubtless, the first wave of UNIQLO's new year trial will trigger the Internet craze again, and take advantage of the power of netizens to popularize the brand of UNIQLO, and continue the marketing effect after "queuing up hot".

Whether online virtual queuing or offline shop queuing, or new year's clothes try, UNIQLO is firmly seized by the psychology of consumers.

Due to more incentive factors, communication factors and fresh ideas, online virtual queuing and new clothes try on activities bring more network sensation and social effect, and it is a successful innovative marketing combined with network media.

Apocalypse of UNIQLO

On the contrary, most Chinese clothing enterprises are still confined to traditional marketing ideas, and lack of fresh marketing elements: for example, relying solely on traditional advertising promotion and falling into the strange circle of using celebrity endorsements, it seems necessary to hire famous spokesmen to start branding.

However, in the 3 era of creative marketing, traditional marketing and promotion methods which lack interactive elements can only bring more and more visual fatigue and promotional fatigue to consumers.

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.

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In essence, the virtual reality activity of UNIQLO "lucky line" is an integrated digital marketing, with the help of Internet, computer communication technology and digital interactive media to achieve marketing objectives, including customer participation marketing, interactive marketing, and so on, which is an effective way of corporate public relations.

For garment enterprises, especially those who are well versed in the characteristics of the network, such as white-collar, young students, such as JEANSWEST, Baleno, Giordano and other clothing brands, they have realized the power of the network, and have opened up an official website, intending to develop e-commerce, but so far, there has not been much progress.

When the network becomes an indispensable platform for people's daily communication and information dissemination, the traditional brand should fully realize that it can refer to the mode of the uniqo, use the power of the network to carry out the enterprise public relations and marketing, and not only just display the clothes in a single way.

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 the form of queuing and incentive, we can add "group buying" and "spike" activities on this basis, and carry out different marketing activities regularly. For example, lucky fans of a certain number segment can participate in spike activities and accept group buying applications at a certain time.

The war of shopping malls is burning to the Internet. We believe that the power of the network is an easterly wind, which can help the enterprises that know this way to win a beautiful victory.

Creativity is the driving force of marketing.

"There are only two basic functions of an enterprise: innovation and marketing."

Peter Drucker, known as "the father of modern management" and praised by New York Times as "the most enlightening thinker of the day", has expounded 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 methods tend to be homogenized, more and more products and brands enter the field of vision of consumers. When consumers are faced with more and more choices, how to make the brand enter the minds of consumers in the fierce market competition and make consumers who face rational product appeals and emotional psychological appeals to make the choice that is conducive to the enterprise becomes a difficult problem for every enterprise.

The emotional experience brought by creative marketing can add emotional value to the brand, enhance emotional appeal, and reach the mind of consumers faster.

Taiwan creative master Yao Renlu said, "creativity is loosening the brain."

Yao Renlu shared a story: if someone opened a shop in Columbia and sold dead roses, would he have a market? His death rose was sold to lovers who were preparing to break up.

As a result, dead roses are popular on the other side of the market. A market that did not exist was born with unique creativity.

Creativity in the product area can bring a brand new market, and creativity in marketing can better promote ideas, publicize enterprise brands and even 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, the Queensland Tourism Bureau of Australia recruited Great Barrier Reef nursing staff all over the world.

The so-called "best job in the world" recruitment campaign has attracted the attention of the world due to its novelty and eyeball effect. It has become the world's most successful tourism promotion case.

The recruits worked in Australia's Great Barrier Reef for 6 months, earning a 150 thousand Australian dollar income. They only need to swim, dive, and sail on this site, and introduce work experience through text blogs, photos and videos.

"The financial crisis can still have such a good job?" this question has been questioned by netizens all over the world for a time, and the process of questioning is precisely the moment when creative marketing can exert its power. "First full doubt, after all the competition", the entire recruitment is in full swing, reaching the expected effect of marketing and promoting Great Barrier Reef tourism.

The public relations value of the event has exceeded 70 million dollars.

The fast-food giant McDonald's also makes full use of the characteristics of students' love of online social networking and longing for true communication. With the help of Renren net, the theme activity of "do not house, meet" is provided. As long as the netizens provide a variety of interesting and meaningful reasons for meeting, they can enjoy the refreshing and delicious summer special drink of McDonald's.

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

Bin Bao turned the official micro-blog homepage into a fashion preaching platform. It introduced the latest fashion, the most youthful dressage and the unique German dress culture to the netizens daily, and launched a lot of time limited discount or gift on micro-blog, attracting a large number of fans' attention.

At the same time, She Xujin, chairman of the company, opened an official micro-blog, which attracted a lot of fans' attention with highly humanistic business thinking and regular management of small language sharing.

Micro-blog, chairman of micro-blog, and the official micro-blog of the company have been cooperating with each other and echoing each other.

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

Concluding remarks

From "the best job in the world" to "online queuing on the UNIQLO", from "don't house, meet it" to micro-blog's promotion, one fresh marketing case once again reflects the extraordinary role of creativity in marketing. Creativity adds entertainment, interaction and practicality to marketing, so that the brand idea of enterprises can be further interpreted and disseminate in the interactive participation of netizens and customers. Marketing information is no longer passively presented to consumers, but a process of active participation and perception by consumers in an interesting new way.

Creativity has become an emotional link between marketing and consumers, so that marketing is no longer just a passive pmission of information, but let consumers take the initiative to participate in the ring of communication.

The 3 era of marketing is not only marketing, but also creativity.

Creativity in the product area can bring a brand new market, and creativity in marketing can better promote ideas, publicize enterprise brands and even consolidate the market.