Luxury Brands Are Hard To Control Traditional Information Dissemination.

"The information of the social media is not controllable, which is the biggest concern of luxury brands, especially the negative impact of information on brand image is difficult to control, and image is right.

It is one of the most important assets.

But those traditional ways of communication can make luxury brands more precise in controlling the information they want to convey.

"The beauty of distance", the noble luxury brand has always deliberately maintained the distance from the public.

This is not only reflected in its pricing strategy, but also in marketing and communication strategies. Mass media such as micro-blog, watercress and Kaixin seem to have nothing to do with luxury brands in the past.

However, changes have been quietly occurring.

Today, almost all luxury brands have launched official micro-blog.

/ target=/_blank/> Dior (Dior) China's first global advertising campaign is also online.

In addition to social media, these luxury giants have tried other new media marketing: Cartire (Cartier), Bentley (Bentley) produced micro film, GUCCI (Gucci),

And other brands of APP Software...

The younger generation of luxury goods consumers in China and the change of media habits have forced luxury brands to embrace change. Their attitude towards new media has changed from past resistance to today's attempt.

However, the luxury brand's attempt at new media is still in its infancy.

Rhodes, senior vice president of public relations for many first-rate luxury brands, told the first financial daily that they had concerns behind their caution: "the impossibility of controlling information on social media is their biggest concern."

Change with customers

Just two or three years ago, almost all luxury brands also resisted new media. Because of their small target groups, they preferred traditional marketing and communication methods.

"The application of luxury brands to the Internet is slower than that of the popular brands, but their attitude towards the Internet has changed a lot over the past two years."

Gao Ming said.

Last year, a study on China's luxury brand consumption and consumer interests released by CIC, a group of China, revealed that in the fashion industry, the British luxury brand Burberry was the most interactive brand. From January 2011 to May, its official micro-blog triggered more than 43000 forwarding and more than 5300 comments.

In recent years, Chanel, Cartire, Dior and other luxury brands have tried more and more new media. They also see that they are no longer segregated from new media.

Why do luxury brands change? Gaoming analysis: "China's luxury consumer groups continue to expand and are younger than other countries, and new media are also developing. It has become an important channel for consumers to get information."

Zheng Shunjing, general manager of Bentley China, talked about why Bentley wanted to spread in new media. He explained to the media: "the tastes and habits of the guests are changing. Simply speaking, the average age of the owners of the global Bentley is 45 years old. China is about 35 years old. Before Bentley's customers did not look at the Internet, the newspapers did not watch it, they got up at two o'clock in the afternoon, and now they are all micro-blog control, and the brand can get a lot of support in the new media."

The rising Chinese luxury market released by McKinsey, a management consultancy in 2011, shows that the most prominent feature of luxury consumption in China is "younger age". 73% of Chinese luxury consumers are less than 45 years old, and 45% of luxury goods consumers are between 18 and 34 years old. This proportion is 37% and 28% respectively in Japan and Britain.

"For younger consumers of luxury goods, new media has become a very important channel for their access to information. For such a behavior habit of target audience, luxury brands can not give up such channels."

Gaoming stressed.

Big name communication phobia

But even so, luxury brands are still cautious about new media. For example, luxury brands almost publish messages unilaterally in social media, and do not interact with users, nor even respond to fans' inquiries.

Zhang Wei also found that some luxury brands did not reply to many of the messages on the home page.

Why is the luxury brand so cautious? "It is the biggest worry of luxury brands," he said. "In particular, the influence of negative information on brand image is difficult to control, and image is one of the most important assets for luxury brands.

But those traditional ways of communication can make luxury brands more precise in controlling the information they want to convey.

Does the luxury brand require interactive communication? Zhang Wei puts forward: "I advocate online communication. Before the luxury brand conveys brand personality, we should learn to communicate through T, stars, designers, and today when we convey the brand personality on the Internet. We can convey the history and culture of the brand to Chinese consumers through the display of social personalities, so that Chinese consumers can understand the history and culture of luxury goods."

In addition, Zhang Weiyi suggested: "luxury brands should listen more to the voice of consumers on the Internet, and understand how to better choose media channels."

For the latter, the brilliant experience is: "first, see whether the target audience is identical, and then consider whether the quality of the network platform is high."