Eight Tricks Of Luxury Marketing

As TESIRO channeled brand marketers say, "no brand ratio.

It is better at finding details, and details are the main thread throughout the development of luxury brands.

There are 3000 known families in China. The 1 million millionaires are a lot of people. The urban life and the middle class are all necessities of life. People are rich and wealthy, but the products on the market are still products that depend on price wars. So we can see that foreign luxury brands are coming in. The opening of LV in a local market has crowded out the lives of people.

China is already the third largest luxury consumer market in the world.

It includes golf, jewelry, watches and clocks, luxury homes, famous cars, tours and so on.

The annual sales volume of China's luxury goods market, which includes food, wine, cigars, art, airplanes, yachts, clubs, homes and other industries, is about $2 billion. It is estimated that by 2015, the sales of China's luxury goods market will exceed US $11 billion 500 million, accounting for 29% of the total global consumption.

Although market research shows that Chinese consumption and lifestyle are increasingly being replaced by self enjoyment and self development.

The pursuit of fashion and image, individuality and development is becoming the aspiration and demand of the new generation of consumers. Symbolic consumption is becoming a new trend.

Symbolic consumption has two meanings:

Mr. Tan Xiaofang thought that one of them was "the symbol of consumption".

That is, to express and convey some meaning and information by means of consumer consumption, including the status, identity, personality, taste, taste and identity of consumers.

Consumption process is not only to satisfy people's basic needs, but also the process of social performance and social exchange.

Secondly, it is "symbolic consumption".

That is, consumers not only consume goods themselves, but also consume some of the social and cultural significance of these commodities, including the mood, beauty, atmosphere, style and sentiment of consumption.

Because of Chinese unique culture and psychology, the symbolic consumption that Chinese people pursue is more like conspicuous consumption.

What is conspicuous consumption? As early as published in the book on leisure class theory in 1899, economist Veblen put forward the concept of "ConspicuousConsumption" for the first time.

It is far from enough to maintain honour and honour and maintain wealth or power.

Because honor is derived from such evidence.

Conspicuous consumption is a kind of consumption activity that provides evidence for wealth or power to obtain and maintain honor.

However, it was not until 1960s that scholars in sociology, consumer behavior and marketing learned from economists' research and introduced psychology and sociology to make substantial progress in the research of conspicuous consumption, especially luxury consumption and marketing.

It can be said that as society becomes richer and richer, conspicuous commodities are becoming more and more important.

International marketing circles generally believe that China, with its fast growing economy, is the most potential luxury consumer country. With the unique culture and consumption psychology of Chinese people, conspicuous consumption has become one of the most important motives of many people's consumption behavior.

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Foreign luxury companies, like making their products, are also dedicated, persistent and extravagant to marketing, but it is this spirit that has made the world-famous luxury brand.

The story of international luxury brands may be fascinating, but their marketing methods are not mysterious. So is the marketing of luxury brands, so how do they operate? The famous marketing expert, Tan Xiaofang, summed up the 8 skills of luxury marketing. Let's call it the eight dragon market of luxury marketing.

1, heavy public relations, word of mouth

The marketing of luxury goods follows the principle of "public relations first, advertising second".

We know that high density advertising can not bombe luxury brands in a short time.

Luxury is more word-of-mouth, and word of mouth communication depends on public relations.

For example, holding a public wine reception, customer party, or taking business marketing to make word of mouth such a high credibility publicity strategy become the lubricant and booster of luxury brand marketing.

Such as Rolls-Royce motor in the mainland of China and Hongkong area, a large number of public relations methods were used to establish a good publicity effect and brand image at lower cost. This promotion mode has further consolidated the consumption circle of luxury goods, and has been proved to be an effective marketing method.

2, Luxury Show Marketing

For luxury goods, show marketing is to create suitable topics and spread widely, then pack the products in the store and wait for customers to come.

Before consumers enter the door, the text and picture information about the product have been organized into a legion, which has repeatedly attacked the world of consumers. The bombing of media and marketing information has created a visage image for famous brands in advance.

When trying out a new season of clothing in the shop or browsing the window in the shop to consider whether to buy a new leather bag, consumers already knew the brand and had definite ideas about some products.

Today's consumers, while consuming products, are also consuming these related entertainment information and gossip topics, which is a daily conversation among friends.

Just as the British talk about the weather, the latest brand new products on the shore are a regular topic for the Asians.

What to wear and what to buy is an interesting and common topic of conversation in Asian social occasions.

The fashion show of the season shows that the fashion show itself is entertaining.

People love Hollywood movies, are fascinated by celebrities' charm, and their attention to idols brings people back to fashion topics.

The fashion show held in Paris and Milan is like another theatrical stage. Behind the scenes are all experts in theater performances - themes, places, music, lighting, scenery, stage and modeling - all of which constitute a successful fashion show, shaking people's attention.

Fashion shows are pure entertainment: bold and innovative costumes, attractive models and countless breast beauty legs.

Although there are only a few large customers sitting on the scene, through the media publicity of various channels, everything in the show has been instantly pmitted to all parts of the world.

There is a virtual relationship between ordinary people and designers, just like fans and stars.

When a Japanese woman talks intimately about the fashion designer Mark Jacob, people will really think she is familiar with the designer, and his costume design is almost made for her.

So, in such an era of flourishing marketing, is there any room for advertising? In fact, advertising has been very good, but its role has changed.

Advertising allows people to recognize famous brands and to define images for famous brands. But today's consumers are not blind and suspicious. They prefer to listen to editorial opinions of fashion magazines.

3. Publicize and promote top users of brand.

For a long history of luxury brands, those with noble social status and influential users, such as Royal aristocrats, famous statesmen, writers, and so on, may have been only interested in the brand products, but they also unwittingly achieved the added value of these brands.

Today, they have become brand spokesmen for more consumers.

Mr. Tan Xiaofang understands that most luxury brands use effective methods to publicize their top customers, and undoubtedly have a stronger appeal to consumers.

Let's see how MontBlanc promotes its top users.

The sponsorship of MontBlanc includes cultural, artistic and musical arts projects, which expand the impact of its products on the broad audience through the effects of cultural celebrities.

In 1992, MontBlanc established the MontBlanc culture foundation. Every year, the MontBlanc international art sponsorship award was awarded to those who made outstanding contributions to culture and art. The winners also receive the gold limited edition ink pen made by MontBlanc, especially the winners of the year.

MontBlanc's sponsorship activities have made these winners become ambassadors of their own brands. What people see is no longer a thin brand, but a more vivid and vivid image.

4, luxury marketing

In the luxury marketing activities, value orientation is undoubtedly the most important. Please note that the "value" mentioned here is not the "price" in the popular sense.

"Value" is a sense of superiority, happiness and comfort that consumers can feel. But "price" is just an external expression of "value", but alone talking about price can not reflect the true place of value.

According to a survey, there are obvious differences between Oriental and Westerners in the consumption of luxury goods. Western luxury consumers represented by European and American countries are mainly gathered in the middle class aged 40 to 60, while the eastern luxury consumers represented by China and Japan are mainly 30 nobles.

The average level of luxury consumption in the world is 4% of the total personal income, while in China, it can reach 50%-60%. From the entire luxury market, the consumption of medium-sized luxury goods is the real mainstream. In the general consumer goods market, the sales strategy of each independent brand is carried out by the "special case alone consumption proposition" as the core.

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Every big or small luxury brand must have a clear distinction between its brand positioning and the brand positioning of its competitors.

The core issue of private brand proposition is: how can we win the trust and love of consumers, and let them pay for the purchase of our products with genuine gold and silver? But in the luxury market, the brand positioning of luxury goods often appears to be very inconfluent.

For luxury goods, uniqueness and exclusiveness determine that they do not need to make such difference analysis with their competitors.

Different brands of luxury goods reflect different tastes and different ideas; every luxury brand will say "I am myself" without any disguise, and will never deliberately emphasize that "I compare with such a brand, have such advantages", because this comparison is exactly the opinion expressed in the value orientation of this product.

The consumption of luxury goods, whether in China or in the west, should be focused on "bloodline" to see if you are authentic. French perfume and Swiss watches all develop a large number of luxury brands in their respective hometown.

If China's Lanzhou Ramen also needs to make a brand, then the Lanzhou water, Lanzhou noodle, Lanzhou meat, Lanzhou seasoning plus the real Lanzhou chef made the Lanzhou Ramen is authentic.

Almost all the luxury brands in the world are collected from the original place of origin. The processing of origin and the production of origin are all about keeping this "pure" flavor, which is "authentic". Luxury consumers value this.

5, customer oriented service and promotional skills.

When you go abroad to travel or take a vacation, you go shopping in a foreign brand store. You will often be asked to fill out a customer information form by the salesperson.

Although you have repeatedly told them that they are only tourists, they will not give up easily, but repeatedly ask customers to fill in their specific names and detailed addresses.

Shortly after returning home, you will receive mail or catalogues from other people.

That is to say, the marketing services of top brands abroad are not limited to their own countries, but to all parts of the world.

Of course, those who go abroad to do shopping must be loyal customers of the brand.

There are many ways to promote sales besides e-mail.

On one occasion, the author also received a package from abroad, opened it to see, it is actually handmade catalog, which makes me feel the enthusiasm and consideration of the brand service.

The attached card also reads the following: as long as I am willing, whether it is two months or three months, the salesperson will certainly keep the goods I want.

If she happens to be out of stock, she will also actively search for me around the world -- this is the "customer oriented service" unique to top brands.

6. Super service of top brands abroad.

A luxury brand store located in Ginza, Tokyo, will serve champagne free of charge for customers on Sunday.

Originally used in the movie "breakfast of Tiffany", it has become a popular marketing tool in many luxury brand stores.

They also offer 100% fresh and pure fruit juice for those who do not drink.

Similar fashion orders will be held in Japan, including on-site orders. Catering services will also be provided. The main waiter of the catering service is our salesperson.

That is to say, the salesperson acts as a waiter's duty at the same time, which has become a rule in the field of top luxury brands.

These are special services that are unique to the top luxury brands.

What's more, in the Ralph Lauren store in New York and Chicago, there is also a street store called "PURPLELEVEL", which specializes in top quality merchandise. Its layout is like an upscale living room.

In that place, VIPs can enjoy almost all kinds of cocktails, and the cocktail's bartenders are the salesmen of the store.

Here, customers usually pick up cocktails and pick out the clothes they want to buy in the costumes recommended by the salesmen.

At the same time, there are professional tailors, who tailor their clothes according to the specified style to meet the needs of customers.

Mr. Tan Xiaofang understands that in general, customers of these luxury brands usually purchase hundreds of thousands of yen products at a time.

In addition, each customer is specially equipped with a person in charge to wait respectfully at the entrance of the venue. As soon as the customer appears, the person in charge will take the initiative to greet the customer and take the customer to the designated seat to eliminate the customer's uneasiness.

Although this fashion conference accepts customers' on-site orders, its intention is to host a gathering for distinguished customers, but not a simple negotiation.

I think that's the best luxury brand.

7, while pursuing creativity, emphasize business value.

Creativity is still crucial because luxury goods must attract consumers with new design ideas and inspiration.

However, luxury manufacturers must combine design inspiration, customer needs and business opportunities three closely.

According to market pulsation, design is the first step to combine creativity with business.

LV (LV) captured the enthusiasm of European and American consumers for Japanese pop culture, and invited Japanese artist Murakami Takashi (TakashiMurakami) to launch Cherry Blossom handbags, which was greatly welcomed by the market.

Secondly, it is necessary to find the right stage for the wildly ambitious design, and insist that the business focus should be on the more mainstream design.

8, pass the brand idea to customers, but don't be arrogant.

Storefront is the real contact between brands and consumers.

Even if a business operator or designer devoted his whole life to creating a lofty brand image, a service could directly affect the entire brand image and even hurt the brand history that had accumulated for a long time.

Therefore, I hope every salesperson should have a strong sense of ownership and sense of responsibility, and have a sense of honor that I am proud of my brand.

For those younger, less famous brand shop salesmen, I hope to have the confidence and courage of being an expert, no matter what brand and clothing they sell.

That is to say, as long as the customer needs, whatever needs can be satisfied through personal ability.

In addition, each brand contains designer's unique ideas and ideas, so you may wish to pass these brand ideas and ideas to customers.

Of course, extremes are inevitable.

Some of the salespeople in the top luxury brand shops are too proud to be somewhat arrogant.

For these people, I have to say that they misunderstand the true meaning of pride.

On one occasion, I was commissioned by a brand to visit a top brand store on the spot.

The salesperson just glanced at the customers who had patronized the store, not even at the least.

Maybe you think this customer is not like buying anything at all. But why is there even the simplest phrase "welcome to come? What can I do for you?"

This is indeed sad. Such a practice will only seriously affect the image of the brand, and because of this, sales performance will remain stagnant.