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Burberry Pays Attention To Putting Prada Online On Two Or Three Line Cities

2013/10/10 21:19:00 33

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< a href= > http://www.91se91.com/news/index_c.asp > Dior brand > /a > 117 million yuan, ranking first; Coach brand put 8 million 921 thousand yuan, or 322%, the fastest growing.

this is a time when traditional brand marketing has failed.

All kinds of marketing modes are pouring into our eyes everywhere.

for example, we use SNS every day: the right window of Renren does not jump out of Burberry's latest windbreaker, WeChat news platform jumps out Dior's latest autumn brand press conference, micro-blog's private letter window displays the new series of Hermes jewelry series.

passing through the art gallery, "Dior fashion spirit Exhibition" posters are coming into view; in the corner of Liz Carlton, cowhide sofa quietly printed "Logo" Logo, the hotel manual on the table title page Burberry spokesperson Emma Watson carried Hermes square lattice bag.

we finally find that this is a totally different era from the past.

although its input and output ratio in digital marketing has always been questioned by the outside world, it is undeniable that in 2013, Burberry's digital ambition to accelerate the expansion of the online market has been exposed.

Burberry has disclosed such a data to the media. In 2013, more than 60% of the marketing budgets will be invested in digital technology, and this data will go up in the future.

according to its first quarter earnings report in 2013, Burberry products and regions have achieved double growth on line and line. As an important market for luxury consumption, mainland China and Hongkong are bound to become the fastest growing regions on the global line.

data show that in 2013 1-8, Burberry posted 35 million 696 thousand yuan in print media advertising, ranking sixth in clothing and leather luxury brands, an increase of 159.61% over the same period last year, ranking fourth in the clothing and leather luxury brands, which is second only to Coach, Valentino and Ferragamo.

Beyond P, the brand launch of Burberry has shifted to new media with its digital marketing. Now it has covered influential social networks such as micro-blog, Youku, roadside LBS and bean paste community.

Prada has always been a high-end and mysterious veil for Chinese consumers.

1-8 months in 2103, the amount of Prada in the print media was 28 million 146 thousand and 300 yuan, while the growth rate was only 0.26% during the same period. Compared with the radicalization of Burberry, Prada was quite calm. In the clothing and leather luxury brands, only Gucci and Boss respectively promoted the growth rate of -10.76% and -30.88% at the same time.

compared with Gucci, Prada has a small number of stores in China, but in terms of brand positioning, the scale of its single store is even higher.

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Zhou Ting, President of the Institute of wealth quality, pointed out that the brand strategy of P is facing great challenges, and the key to its response lies in "sinking". < --EndFragment-- > > Prada >

Zhou Ting said that Prada will pay more attention to the promotion of media in the two or three tier cities, and local information channels will be a crucial channel for delivery.

In order to enhance the guidance and interaction between brands and consumers, and to provide consumers with better experience and services, its PR activities will also sink to the two or three tier cities.

At the same time, brand service also needs to sink, open stores, and naturally service needs to be followed up, because consumers in the two or three tier cities can not go to north to go to Canton to do repairs and maintenance.

Compared with Burberry and Prada, the Dior fashion spirit exhibition, which began in September this year, seems to represent the new path of luxury brands.

the exhibition has gathered many historical series of Dior, including the classic black and white "Dior style", the "Dior garden" with flowers as the inspiration source of costume and jewelry, and the "pink red wrapping" characterized by elegance and beauty.

Shuttling through a series of exhibitions is like shuttling in one fashion after another.

in addition to the direct presentation of < a href= "http://www.91se91.com/news/index_c.asp > > dress > /a >, the Dior fashion spirit exhibition also invited many artists at home and abroad to interpret their" Dior spirit "in a special way, including France's Demachere Patrick (Patrick Demarchelier), and from the local Liu Jianhua, Lin Tianmiao, Qiu Zhijie, Yan Peiming, Ceng Fanzhi, Zhang Huan, Zhang Huan and so on.

In addition to the "re creation" of the artwork, the organizers also moved the French handicraft workshop directly to the site. During the workshop, all the participants in the handicraft workshop were vividly replicated by the French practitioners and the slow needle and thread barges, which made the French hand-made P elegant and meticulous.

luxury brands have gradually become the mainstream by adopting the way of exhibition to enhance brand awareness. Perhaps, for the Chinese with high quality of materialization and extreme lack of core spirit, "fashion spirit Exhibition" is the most popular brand promotion to convey brand value.

"although the current a href=" http://www.91se91.com/news/index_c.asp "> luxury goods < /a > Internet promotion is rampant, the traditional flat media still has a large market.

Huicong, director of luxury module, Zhai told financial weekly newspaper reporter.

she pointed out that luxury advertising now appears as follows: 20% Internet delivery, 60% non aviation magazines and 20% airports.

There is not much attention to the subdivision of luxury goods. Besides the watch, this piece is mostly concentrated in party newspapers and metropolis newspapers, because it is often related to the folk customs of the Chinese people, but there is no obvious tendency in leather goods and clothing advertisements.

"in today's Chinese market, fashion magazines are still in the old world: from the annual total advertising volume, the position of ELLE is unshakable, and Vogue and fashion bazaar second and third are occasionally interchangeable.

The advertisement delivery of brands in magazines often follows the related activities of brands and magazines, and accordingly increases the weight of advertising delivery.

Obviously, the advertising cost of these three magazines is much higher than that of other second-line fashion magazines, forming an advertising fee echelon.

in addition, just like the new strategy of Prada at present, according to the annual report of China luxury goods released by the Institute of wealth quality, more and more luxury brands are gradually realizing the huge market potential of the two or three line cities. But at present, the high-end advertising media in these cities are still in the initial stage, and there are some problems that have to be solved at present: the two or three line cities lack the media carriers suitable for luxury goods delivery, so luxury brands are faced with the dilemma of not putting in the 2012 line cities, or having to "endure" and the "miscellaneous" brands of the casual brands.

specifically, it is difficult for high-end media to effectively issue in these cities.

"Foreign monks chant chanting", especially in the high-end fashion media.

Analysis data show that consumers in the two or three tier cities prefer to believe in authoritative media with international background and strength in editing and cataloguing. However, these media are rarely published in these cities, even if they are issued, because of lack of classified positioning in the delivery channels, it is hard for real high-end consumers to have the ability to consume.