Luxury Brand: "Digital Marketing"

White-collar woman Feifei is drinking coffee with her friends in Beijing's new light world. At that time, her iPhone phone received a push message from a street network and told her that there was a LV flagship store in 500 meters. This sign can not only bring "badge" (a way of rewarding Street experience), but also participate in the activities of "travel significance" and get the opportunity to get Louis Weedon's 100 legendary bags and magazines.

Recently, "street control" found more and more wandering in Shopping Mall.

Big information will be quietly pushed to his cell phone screen.

The luxury brands that have always avoided contact with the Internet have begun to walk down the "altar" recently. They are no longer restricted to the offline fashion shows and the regular advertising campaigns. Instead, they have launched the brand promotion online. Luxury brands have begun to play the role of digital marketing and play the "experience" marketing brand.

The interactive marketing mode based on LBS (Location Based Servise) merging location information brings consumers into a new realm. Luxury brand integration also has a new dimension. However, they still encounter a little embarrassment in exploring the way of brand communication and profit making.

Active search for consumers

It's interesting to sign in with friends and sign in to micro-blog, and Feifei has many "sign in".

Feifei, a luxury lover, quickly found the LV shop with her map logo and photographed and signed with her friends. She went to micro-blog at the same time. Her fans soon replied, "it's so funny. I'm in the neighborhood. I'm just browsing!"

Luxury brands need to take the initiative to find consumers? The answer is yes.

Nowadays, luxury brands no longer live in the temple, but they start to take the initiative to approach consumers.

In fact, the mainstream advertising mode of luxury brands can no longer meet the way and means of young consumers to obtain brand information.

According to McKinsey 2011 statistics, by the end of 2011, nearly 50% of Chinese had already started using micro-blog.

By 2015, China's luxury market share will account for more than 20% of global luxury goods sales.

Digital marketing and luxury brands finally find a meeting point.

Therefore, luxury brands, on the one hand, open the door to welcome guests and do luxurious store experience. On the one hand, online brands are fully deployed in Facebook, Twitter, Sina micro-blog, Kaixin and other SNS websites.

However, more and more new human beings are no longer satisfied with simply writing mood and photos.

They require any mood recording to be based on more precise positioning. Therefore, the emergence of LBS naturally becomes the next choice for luxury brands to infiltrate new consumers.

"Luxury brands are looking for consumers voluntarily, and by testing the mobile e-commerce with the industry giants, how to implant the brand connotation and product details well and interact with consumers on this platform is most important."

Mykim Chikli, chief operating officer of China's power pmission, told reporters, "unlike ordinary Brand Company, luxury brands are built.

Instead of pursuing immediate profits, we are building digital systems to pave the way for e-commerce and setting up a friendly framework for interactive marketing.

Cross industry integration resources

The medal of check-in is the most mainstream form of Four Square websites, including street, entertainment, Quartet, etc.

Not long ago, Marcby MarcJacobs (Mark Jacobs) used Four Square to sign in during the fashion week. Customers around the world could query the Marc by MarcJacobs store nearby.

When the user signs in to the designated place, he can open the exclusive brand Medal "Fashion Victim".

And the cooperation form of Coach and roadside network is similar. In order to better spread the brand value, Coach also built an official Raider station on the street side, detailedly disassembled the brand culture, creative information and store information of Coach. Users can sign in to Coach stores to exchange gifts, while they can also read the brand culture online.

"In fact, this new fashion is easier to be accepted. These tide people have the right to speak and have their own circle in micro-blog and everyone. We estimate that a street user can send a" broadcast "at least to affect the 5~10 people around. It can be said that LBS has the best combination of multiple dissemination and precision marketing.

CEO Liu Dawei told reporters.

In addition to the basic version of the "Medal of honor" form, luxury brands have been deeply exploring the possibility of LBS interaction. "Treasure hunt" has become an attempt and innovation.

In April this year, Jimmy Choo first tried to promote its new sneakers with Four Square in London.

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Jimmy Choo Trainer this pair.

Having its own Four Square account, it has been wandering in the city trend zone. If its fans can sign in at its new location before they leave to the next location to sign in, they can get a pair of JimmyChoo Trainer.

In order to expand its influence, Jimmy Choo also set up a twitter account for the event to update the progress of the event in real time.

Similarly, the high-end Dylan Candy bar is also used to achieve the brand communication effect in a similar way: it motivates users to use mobile image recognition technology to use coupons to encourage users to search for clues in related projects in the bar. If the mobile phone takes pictures of the item and sends pictures through email, it will have the chance to win coupons.

"Generally speaking, LBS's profit model is based on sign in to form user stickiness and activity, so that business concepts such as hotels, restaurants, bars, shops and so on can be embedded into the application, and the latter can collaborate with existing LBS websites to achieve the promotion of brands or products."

Liu Dawei said.

However, more and more big brands think that their products and audiences are more high-end than those of the general consumer goods and customers. Therefore, they do not want to be too much constrained by the existing expression system and core users of the partners. LV, Coach, Burberry and Tiffany are all of them.

App applications have been or are being built, and LBS and other high-end merchant brands have been established.

Among them, Tiffany's flagship "love marketing" App "Tiffany New York" plate, through the LBS way to integrate the location information of the merchants, will collect the information of New York's romantic restaurants, museums and so on. People can find a favorite restaurant through "browse list" and "browse map", and can observe details, save or share.

"Tiffany has been exploring how to deepen the interaction between people, and make this interaction unique brand characteristics."

Caroline Naggiar, chief marketing officer of Tiffany, said.

In fact, Tiffany's move highlights the ambition of luxury brands: its initial attempt at LBS in the "omnipresent" sector: people mark a heart anywhere on the map, enter the initials of their names and lovers' names in the pop-up box, or tell a story or send a short message.

"Tiffany is equivalent to the check-in function, so that it can not only grasp the location distribution of active customers, but also provide corresponding content supplements for the travel information board, killing two birds with one stone."

Zhou Ting, President of the Institute of wealth quality, said.

Embarrassment of luxury LBS

Despite the variety of applications based on LBS, foreign LBS is still out of the mainstream. It has been reported that only 4% of adults in the United States use Four Square, and only 1% of mobile phone users sign in.

In China, the business mode of LBS is even more single.

Basically, it is to promote the information of enterprises or merchants on the LBS platform through cooperation with various brands or businesses.

Liu Dawei told reporters: most of the cooperation opportunities that LBS can get at present is free. Even a small portion of the sponsorship fund is "minimal in the digital marketing budget of luxury goods".

The reason for this is that first, the positioning accuracy of LBS check-in led to many "check-in" entries. Secondly, almost all of them were involved in the competition of homogenization, and without exception, they were faced with the problem of "single function of products".

The LBS application of luxury goods is facing the same awkwardness: the order of users is smaller (below million level), the user group is relatively scattered, and the atmosphere of users' autonomous communication and interaction has not been established yet.

On the other hand, the luxury products themselves are expensive, which is limited to consumers' interests and attraction.

Moreover, luxury goods are too fastidious for the region and the crowd, and the coverage and continuous marketing are poor. Most of them are just filling in the blank of digital marketing.

In fact, simple "check-in" behavior is just one of LBS, which is not enough to form an independent product.

For the commercial mode, domestic LBS manufacturers are exploring their own, and their focus is also different.

The industry generally believes that the future differentiation of LBS can be divided into four main directions, namely, the direction of the game, the direction of social networking tools, the direction of information and the direction of e-commerce.

"Luxury goods and LBS cooperation focus more on" social "and" information "directions, and e-commerce in the future may also be an extension.

Luxury is more emphasis on brand value communication than individual product profits. For integrated marketing, it is just testing water. This demand is gradually changing. Therefore, cooperation with existing LBS providers may not last long. Self development is a trend in the future.

Zhou Ting said.

Burberry is one of the first luxury brands to try digital marketing. Nearly half of the media's public budgets are spent on digital marketing.

"It is not easy to calculate the returns that these resources bring."

Burberry group CEO Angela Ahrendts has openly discussed, "however, in the future, we will continue to adhere to the retail digital marketing strategy to promote long-term sustainable growth."

"Like most social media, your input and effort must be reciprocal."

"The brand must first recognize what they are trying to do for consumers, where consumers should go and experience these things," said Andy Ellwood, director of commerce at Gowalla headquarters in New York. "When considering what a luxury experience means, they can create an opportunity for consumers to experience luxury."