Clothing Experiential Marketing &Nbsp; UNIQLO Walks Ahead Of Chinese Brands.

At the end of last year, a crazy virtual queuing activity was quietly launched in China, and quickly triggered a network boom. stay Uniqlo In the "UNIQLOLuckyLine" online queuing activities launched by Renren network, participants use their Renren account to log on the activity page, select a cartoon image, and join the others in a long queue at the UNIQLO online virtual store. They have the opportunity to get iPhone4, iPad, travel tickets, special edition commemorative T-shirts, ten percent off coupons and other gifts, all of which provide an endless source of power for the queuing people.

Before that, UNIQLO held the same activities in Japan and Taiwan, respectively, creating a record of 140 thousand and 630 thousand people.

The reason why UNIQLO queuing activities are so popular is not only rich prizes, but also interactive. Experience marketing mode More consumers have enjoyed it. In just a week, the online queuing activity has been attended by more than 930 thousand people. "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 registered to participate in the lottery. But because of the experience elements, the enthusiasm and interest of the audience are greatly increased.

Alvin Toffler, the American futurist, predicted in the book "shock of the future" that after experiencing thousands of years of agricultural economy, industrial economy for hundreds of years, and decades of service economy, experience economy will be the latest wave of development.

Unlike the economies of scale seeking low prices, the experience economy is going against the other side, which will set up customized consumption and memorable consumption processes. Experience economy is fashion, everyone can have it, but everyone who owns it will get different experience.

In fact, experience is usually caused by direct observation or participation in events, whether events are real or virtual. Experience involves emotional factors such as sensory, emotional, emotional and so on. It also includes rational factors such as knowledge, intelligence and thinking.

On the road of "experience", UNIQLO is no doubt appropriate and far ahead of Chinese brands. But one of the advantages of competing with the international giants is that successful examples are just around the corner.

Last year, the men's wear brand that promoted the British style. AI Deng Bao Announced the start of the "third generation terminal mode" new experience retail terminal strategy.

"The company will have a new experience in upgrading the existing marketing network of the 1500 chain stores, upgrading and upgrading the retail terminal, and developing new sales channels." Li Mingxin, executive vice president of the company, said, "in the future, we should emphasize the new consumption experience terminal form, so that consumers can experience a sense of home when shopping, such as integrating household products, tableware, sofa and so on into the shop, and every household product will be sold."

The company's experience retail terminal EdenboCLUB concept store is divided into two layers, one or two layers of windows perfectly connect, the first floor retail pattern mainly sells business men's wear, city men's wear and accessories, and VIP VIP service; two floor outdoor men's wear and sports men's wear, leisure area reflects the pursuit of life and uniqueness. Obviously, AI Deng Bao tries to complete the brand strategy integration through the spanformation of products and sales.

White-collar workers also focus on the details of the target group in the sixth generation lifestyle shop, introduce the concept of "clothes bar", add water bar and rest area in the shop, and provide news and fashion information. When customers take up drinks, calm down and enjoy the white-collar atmosphere, they also have a deeper understanding of the brand connotation of white-collar workers.

The company also plans to introduce more high-tech elements into the store, so as to make the shopping environment more responsive to the lifestyle and work scenarios of the target consumer group, the top management professional women, which endows customers with more emotional resonance while endowing the art of the terminal. Many customers regard white collar shopping as a kind of enjoyment. They even regard their friends as a social interaction or public relations.

In the cat's life experience Museum, the image consultant will put forward various suggestions on the diversification of clothing for each customer, giving customers the best match for their underwear styles. "Cat people are never selling underwear, they are promoting a fashionable and sexy modern lifestyle".

These practices are in line with Bird Schmidt, founder of the Columbia International Business School's international brand management center. In his experiential marketing, he believes that the so-called experiential marketing is to redefine and design marketing thinking in five aspects: consumers' senses, emotions, thoughts, actions and connections. This way of thinking breaks through the hypothesis of traditional "rational consumers" and argues that consumers consume both rationality and sensibility.

Although customers buy clothes, they really pursue their inner thoughts, emotional language and personality images. Although there may be some time to go before maturity, in this era of consumerism and experiential popularity, garment enterprises should undoubtedly take this note.