Dior'S Crisis Public Relations Reveals China'S Market Charm

"I only said it for four seconds, which turned into an international event."

In May 24th, Shharon Stone, a movie star of the United States, suddenly became the target of thousands of Chinese and foreign speakers, and brought endless trouble to her endorsement brand, Dior and the big family, LVMH group.

Unlike Shharon Stone's sophistry, the handling of Dior crisis public relations is very timely.

In May 26th, Dior China issued a statement: to draw a clear line with Shharon Stone's personal remarks, saying that she did not agree with her sudden thought-provoking remarks.

And said that Dior, as one of the first international brands to enter China, is deeply loved and respected by Chinese consumers. They will never support anything that hurts the feelings of the Chinese people.

In addition, in the statement, Dior reiterated its long-term commitment to the Chinese market and expressed its strong support for the reconstruction of the earthquake stricken area.

After this incident, people have begun to reflect on the relationship between spokesperson and brand.

In the commercial era, celebrities have become a typical media resource, and star movements are widely concerned by the media.

Therefore, in order to rapidly enhance brand awareness, many businesses are willing to spend heavily on advertising endorsements. In a deeper sense, in order to better enhance brand reputation and enhance brand personality in communication, brand endorsement is regarded as the cutting edge of marketing.

However, with the development of information technology, the abuse of brand endorsement has been gradually revealed.

Especially after the "pornographic door", many of the brands that they spread have been in crisis, facing the replacement of brand spokesmen.

This not only means the waste of huge brand endorsement fees, but also makes the brand embarrassing image, which makes products boycott.

Excluding the maintenance of brand image and the market deciding everything, it becomes the starting point of the operation of international big public relations.

China's huge consumer market and huge consumption power have enabled the international luxury brands to discover new growth in sales.

When the Chinese people's consumption ability is widely valued by the world, the international brand names are almost mixed up with the trend of flattery, hoping to dig a big piece of gold from the new rich class: from last year, international brands began to speed up in the Chinese market.

In the year when the design masters arrived in China, Pierre Cardin took the lead in Beijing's meridian show and the return to the silk road show, which made Pierre Cartan a brand facing the "middle age" crisis, which has changed in the minds of Chinese fashion consumers.

But in October last year, Karl Lagerfeld carried out a spectacular show in the Great Wall with LVMH's most potential brand Fendi.

The subtext of the Fendi show is also very clear: I will attack the Chinese market in a big way.

The words of Hugo Boss Group Chairman and CEO Bruno Searl CE gave a good explanation for these masters' arduous performances in China: don't take the Asian and cheap fashion together for granted. Designers should not fly to Italy five times a year, once a year, and the remaining four should go to China.

The Chinese market has always been the most encouraging part of the HugoBoss global strategy.

As luxury goods enter the Chinese market at a fast pace, a lot of shocks have made China's vogue wander or some worshipping foreigners.

But fortunately, more and more Chinese upstarts have been following the trend for a few years, and have begun to set up their own life and consumption outlook purposefully.

The days of selling goods by brands will no longer be that easy.