When people stand in long cues to purchase a product, it is a silent word of mouth.

Photos:

• 1) A Sale and a free demo at Watsons gets attention. 1) A Sale and a free demo at Watsons gets attention.
• 2) Before the promotion starts, people slowed down to take a look. 2) Before the promotion starts, people slowed down to take a look.
• 3) Groups of friends sitting in line. 3) Groups of friends sitting in line.
• 4) The line quickly grew. 4) The line quickly grew.
• 5) People walking by slowed to check it out. 5) People walking by slowed to check it out.
• 6) The line wraps around the store with rope queue management. 6) The line wraps around the store with rope queue management.
• 7) 7)
• 8) A popular snack store develops a line slowly at first. 8) A popular snack store develops a line slowly at first.
• 9) Ropes are put out to manage the line, which also signal for people to get in line. 9) Ropes are put out to manage the line, which also signal for people to get in line.
• 10) The line grows as people passing by jump in. 10) The line grows as people passing by jump in.
• 11) Glass walls let people see inside the store. 11) Glass walls let people see inside the store.
• 12) Big video screens entertain people waiting, and promote the product. 12) Big video screens entertain people waiting, and promote the product.
• 13) At the Dorayakie (Tong Ro Shao) store, people line up. 13) At the Dorayakie (Tong Ro Shao) store, people line up.
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• 15) Whole families often make an outing of the line experience. 15) Whole families often make an outing of the line experience.
• 16) Located on a main road (Gong Yi RD in Taichung), this branch experiences lines nearly every day, but other branches do not. 16) Located on a main road (Gong Yi RD in Taichung), this branch experiences lines nearly every day, but other branches do not.
• 17) While waiting in line, neighboring stores hand out promotions for their own offerings. 17) While waiting in line, neighboring stores hand out promotions for their own offerings.
• 18) Once inside, video and an elaborate servicescape emphasize the product's Japanse heritage. 18) Once inside, video and an elaborate servicescape emphasize the product's Japanse heritage.
• 19) Numbers are given out one gets to the counter. 19) Numbers are given out one gets to the counter.
• 20) At the counter, the line gives way to a crush. 20) At the counter, the line gives way to a crush.
• 21) The actual product (Dorayakie). 21) The actual product (Dorayakie).
• 22) A blogger blogs about how great this product is. 22) A blogger blogs about how great this product is.
• 23) Sales, samples, and giveaways are always sure to generate lines. 23) Sales, samples, and giveaways are always sure to generate lines.
• 24) Here, a well known special price on cabbage is generating a very long line. 24) Here, a well known special price on cabbage is generating a very long line.
• 25) Prices are low, but if you buy two, the price is higher (1 for 10NT and 2 for 35NT)! Limit of 2 per person. 25) Prices are low, but if you buy two, the price is higher (1 for 10NT and 2 for 35NT)! Limit of 2 per person.
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ConsumerCam:

Show Links:

• 我們這一家 Our Family (the Japanese cartoon mentioned in the show)
  
• Lukang: Commerce and Cummunity in a Chinese City
  
• Egg tart (we couldn't remember the English name) was a product people lined up for

Bottom Line:

• Stand in line in an orderly fashion and wait for your term is a normality and acceptable practice in the west.
• In Taiwan it is not a part of tradition to wait in line; if there’s space, people will take advantage and cut in line.
• People have been educated by the government in the past 5 years to take a number card and wait to be helped. I.e. Post office, Hospitals, Government departments, Train stations.
• In the late 1980’s McDonalds introduced the lining system to local consumers.
• Through trial and errors the government found the number card worked best, they also provide seating areas for consumers while they wait.
• Chinese people are curious and don’t mind standing in long cues to try out a new product.
• When the media gets involved with the product phenomena, it increases the exposure.
• If the product is perceived with value in the eyes of the consumer, it will spiral up even more.
• Line triggers lines; it’s the silent word of mouth with a group psychology and a proxy for quality.