Gucci Performance Reversed Cloud First Half Performance Exceeded Expectations

Benefit from luxury brand Gucci

For the first time in two years.

Sales in the first half of the year amounted to 5 billion 500 million euros, up 17% from the same period last year, a 3.5% increase compared with the same period last year.

Gucci's comparable sales grew by 4.6% in the second quarter of fiscal year.

Kering SA released its first half performance over analysts' expectations.

Company continuity

Operating profit recorded a decrease of 5.4% to 773 million euros.

International brands usually speak standard Chinese, but introduce products from French, British or Japanese perspectives.

This way of "international norms" is often manifested in maintaining brand tonality and copying brand language, but plating the brand's English copy into Chinese.

All Chinese characters can understand, but the arrangement and combination of Chinese characters will produce different meanings.

A good combination is to say that the audience can understand people; bad combination is to speak the rhythm of Chinese speaking foreign languages.

Product naming is one of the criteria for judging whether a brand has spoken words.

The image above is named after the product of SWISS THINS chocolate. It is not difficult to find that Chinese and English are not literal plation, but according to the attributes of the products, the English meaning should be appropriately added or reduced.

For example, Safeguard plates to Shu Fu Jia, and Pampers plates into Pampers, which is the result of "speaking people's words" which fits product attributes and Chinese context.

The so-called "dry personnel" is to be based on local hot spots and do activities that the audience can understand.

For example, Coca-Cola's "nickname" campaign is the branch of global campaign nickname campaign.

Abroad, it shows as follows:

At home, it was thought of as:

"Goddess", "technical man" and "expression emperor" are popular expressions. This is the perfect performance of "grounding Qi".

The success of the nickname bottle allows creativity to be lateral, and there are lyrics bottles, lines, bottles...

For example, M&M 'S in Shanghai's flagship store, wearing the armor of the M bean born Chinese Terracotta Army, the people's image is attractive.

Imagine, if GUCCI let the square dance mother back their home bag, Flash Mob in the street, jump "the most dazzling national wind"...

If the serious and serious times published a "sleep XX, get up, hey" and "do not turn not Chinese" on official micro-blog.

This is a good idea. However, the mother of the square dance will let GUCCI carry the name of "buy vegetables special bag", which is not conducive to its positioning.

Having said that, there are still many brands. The localization of its localization strategy is not in the ground gas, but in the lower limit.

The green arrows chewing gum advertisement of Jia Ling has once again refreshed the public's understanding of "greasy".

This advertisement seems to be using Jia Ling to contrast the green arrow's freshness. It is estimated that at that time the strategy was thinking, "Jia Ling likes everyone, Jia Ling can be red, Jia Ling can give green arrow a new brand concept."

But the strategy ignores the key point of a brand's pmission, which is to carry out reasonable creative execution on the premise of maintaining brand tonality.