Check it out: http://since1984.cn/blog/?p=1303
Uniqlo is a clothes brand in Japan: mid-price, mainstream for youngThis year it developed a themed campaign - Dancing On Clock (or not good translation) and sponsored fashion young kids to submit their dancing vedio to Youtube (of course dressed in their outfits) , sametime created a 'dancing' flash clock for billions of bloggers – freely get a code by visiting its site and immediately have the 'flash clock' dancing on your own page, the flash clock is all lovely to watch, now has been adopted by nearly tens of thousands of bloggers...
Some of my friends have already installed it and strongly recommended me...after all its not bad to have some lovely girls dancing around your screen during the ultra long drowsy meeting :)
More thought on digital marketing:
How smart marketing it is, comparing the annoying website banner ad, restless junk email, rubbish sms or effortless online instore....thousands of form to claim YOU are not left behind by the digital century, however the Uniqlo somehow validated one point that without the intelligence of marketing, technology is nothing more than a meaningless form.
We have heard too much hot thesis over Web2.0. But lets take a close look at whats happening: ( refer to the figures indicated below)
- Unclear marketing objectives of seizing web2.0 opportunities
- Embarresed situation of measuring your digital investment basket
- Confused views on the worthwhile approach among tons of digital foams
- AND, in general, ALWAYS the challenge to make new things happen (even you got a brilliant idea)!!!
So I firmly believe that the solution still lies in the basic: how we vitalize the technology approach to enabe consumer need and make it mega. And the Uniqlo is making a good example for us, simple but buzzy theme, worthwhile investment plus on-line/off-line intergrated approach...thats the way of marketing, in whatever web X.0 world :)
More thought on digital marketing:
How smart marketing it is, comparing the annoying website banner ad, restless junk email, rubbish sms or effortless online instore....thousands of form to claim YOU are not left behind by the digital century, however the Uniqlo somehow validated one point that without the intelligence of marketing, technology is nothing more than a meaningless form.
We have heard too much hot thesis over Web2.0. But lets take a close look at whats happening: ( refer to the figures indicated below)
- Unclear marketing objectives of seizing web2.0 opportunities
- Embarresed situation of measuring your digital investment basket
- Confused views on the worthwhile approach among tons of digital foams
- AND, in general, ALWAYS the challenge to make new things happen (even you got a brilliant idea)!!!
So I firmly believe that the solution still lies in the basic: how we vitalize the technology approach to enabe consumer need and make it mega. And the Uniqlo is making a good example for us, simple but buzzy theme, worthwhile investment plus on-line/off-line intergrated approach...thats the way of marketing, in whatever web X.0 world :)
12 comments:
Hi, Jenny, I did not do in-depth research on Uniqlo but just want to have a quick sharing based on my observation during my Japan trip last week. Uniqlo is a popular brand whose store mainly located in tube station.
In terms of the price, it is actually not a mid-price brand, but a low price brand. Give you some idea about Uniqlo’s price. Shirt is 1000-3000 Yen, which is 60-200 RMB, trousers 2000-5000 Yen, which is 130-300 RMB. Wind coat, 6000-10000 Yen, which is equal to 400-650 RMB. To be honest, It is very very cheap in Japan I have to say. In department store, wind clothes is 2000-3000 RMB, top clothes is 1000 RMB above.
Moreover, in terms of targeting young person, if you were in Japan you would know Uniqlo’s design is very normal, not trendy at all. For young people, they buy it just for the low price. Even the clothes in the video, you could see it is normal design. I am not sure whether it is shot in Japan, but the young trendy Japanese in Japan are not dressed like that.
Uniqlo’s strategy is not the same in other countries such as China as they can not compete with local brand on the low price.
Last but not least, the interesting thing is that there is a popular book called 下流社会 written by a Japanese writer. In this book, whether you buy Uniqlo is a sign that you are in upper middle class or lower middle class. Upper Middle class will say I never buy it. So Uniqlo is Lower-middle class’s selection. (90% of Japanese are categorised as Middle class)
Hope this information is useful for you. But anyway, their idea of this digital marketing is good.
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