Burberry Is The Wisdom Of Digital Marketing.

Many luxury brands sell under the line of Waterloo.

Following Chanel (Chanel) and Cartire (Cartier), the luxury brand Gucci of France's Kai Yun group lowered its price in China, and the relevant stores in Shanghai, Chengdu and Nanjing called out the slogan of "50 percent off sales".

The decline in performance is the main reason for Gucci's sharp reduction in price ahead of schedule this year.

Zhou Bo, a luxury research expert, said that the business strategy of Kai Yun group was too conservative to escape the pressure of the rising cost of offline stores. In fact, China has the most extensive market for luxury goods. Unfortunately, the group has not enough strategic vision to catch the electricity supplier express.

Contrary to the decline in Gucci sales performance, the British luxury brand Burberry (Burberry) business in China can be described as thrived. It has been widely recognized by Chinese consumers by opening an official flagship store on Tmall's Alibaba platform to test the water business.

Most of the high cooling luxury brands consider digital marketing to be a detrimental brand image. Burberry has always been known for its innovative and bold digital marketing. The old British brand is actively embracing the Internet and social media to witness its rapid growth in online sales.

Recently, Burberry announced at the group's global media conference that revenue in fiscal year 2015 amounted to 2 billion 500 million pounds, an increase of 11% compared with the same period last year, and adjusted pre tax profit of 456 million pounds, a real increase of 7%.

Carol Fairweather, chief financial officer of Burberry, specifically mentioned: "last year, Burberry opened flagship store on Tmall, which has a positive impact on the brand promotion of the company in China, and sales volume has also improved."

Hundreds of models greeted the audience around the scene, and the intersection of the relative models turned into numerous snowflakes falling to the ground.

The Keane band "Somewhere Only We Know" and the shining beams are all in one, stunning the audience.

A bit like a big concert? This is actually the Burberry 10's 3D hologram fashion show that has been built over the years, the ultimate experience of technology and fashion mix and match.

The British fashionable and luxurious old brand was founded 158 years ago, and the handicraft made by the old workmen in the workshop continues with a noble mystery.

Today, Burberry embraces change. It turns a common Beige windbreaker brand into a fashion and trend leader.

This is due to a paper appointment nearly ten years ago.

In 2006, Angela Ahrendts was appointed CEO of Burberry company. At that time, her first decision with the company's chief creative director, Christopher Bailey, was to target young consumers after 80 and 90, and let Burberry become the first digital fashion luxury brand.

At that time, the Classic Beige yellow.

(Trench Coat) accounted for less than 20% of company sales.

We must regain the foundation of its charm and fashion. Almost all movie stars and celebrities in 50s and 60s are wearing Beige windbreaker.

If companies still target these people today, a 2% increase in annual sales will continue.

In fact, post-80s and post-90s have become influential people. They either have good income, good status, or Internet users, fashion fads and opinion leaders.

Never conceals the admiration for Starbucks and Apple Corp: the consistent brand temperament makes it feel that no matter where the corner of the world is, Starbucks can get the same quality experience in Apple retail stores when drinking the same taste latte in the same style of Starbucks.

Such a consistent consumer experience is an excellent brand marketing approach.

They will pursue this brand quality: whether you enter a store in London or New York, or even just visit the Burberry official website, you can feel the consistent fashion, high-end, ultimate and comfort of Burberry.

All this will be achieved by digitalization.