It'S Probably Not So Simple To Compete In Luxury Groups.

With regard to brands, with the help of films, especially some literary and artistic films, whether they are implanted or directed by themselves, the pmission of brand culture and latest products to core consumers is more soft than advertising advertisements in fashion magazines, making consumers feel less business.

Over the past few years, many brands have tasted sweetness.

But the problem is that the promotion and direct sale of brand value by film or other entertainment products are often very long, and the long tail effect of the movie is short, and the urgent need of the brand is pformed by a brand-new cross-border mode.

Compared to watching a movie, having a cup of coffee or having a meal has a wider audience and more rigid demand.

So the luxury brands have launched a "cross tongue" cross-border wind.

Whether it is Hermes or Gucci, or Burberry or Dior, these luxury brands, which sell leather goods and advanced garments as the main selling direction, will also sell perfume and mobile accessories in the storefront.

These sub line products.

However, most of these products are outsourced to other large groups to authorize production and operation.

Chen Kai, a sales director of a Italy men's wear brand in China, told reporters that sales of similar accessories such as keychains and mobile phone chains were always good. "Many young consumers start buying the first product of a brand, starting from key buttons and business card clips."

This kind of small accessories is the first choice for many young people to give gifts personally. The price is not high, but it can show their taste, and so does perfume.

Chen Kai told reporters that, from the perspective of financial data, the profit margin of such products is much higher than that of selling a leather bag or a pair of shoes in some cases, because these small products occupy the store area and low inventory, and many times they are "easy" to buy, and the products cost is low and the premium is high.

Although these products have many advantages, brands can't put eggs in the same basket at the moment.

"The homogenization of products of various brands and accessories is getting more and more serious, and the brand viscosity of consumers is increasing and their value is getting lower and lower. There are many counterfeit products, and the negative effects are highlighted."

Chen Kai said.

Just because of this,

Big brands are beginning to explore new ways to increase brand viscosity. "Crossover" is one of them.

Cross border entertainment is a customary technique for brands. When it comes to Tiffany's breakfast and Audrey Hepburn's classic black evening dress, he comes to the front of a shop in front of the Tiffany shop in New York's Fifth Avenue. While eating breakfast, she looks at everything in Tiffany's shop with envy. So far, it's hard to forget. Having a Tiffany diamond ring has become the dream of many girls.

Spanning half a century, such as Miu Miu,

Bvlgari and other brands have invested in filming microfilms or movies.

This is not the brand's implanting of commercial films, but rather the brand's imperceptibly convey the brand culture to consumers in this way according to their brand concept and feelings.

For example, in Miu Miu's short film "women's story", Miu Miu sunglasses and all kinds of ready-made clothes appear in high profile in the movie. Then the costumes worn by the heroine in the movie are sold mad in the real store.