Industry Big Data! 2015 Luxury Fashion Brand Asset Ranking

In September 14th, Baidu Marketing Research Institute released the list of brand digital assets list in the first half of 2015, and launched the asset list data tool synchronously. The total number of 42 lists has been released. Among them, three categories of luxury goods, fashion clothes and cosmetics have released a total of 13 lists, accounting for 30% of the total list.

This release selects the 1-6 month full network data in 2015, adopts the new model, including three dimensions of information inventory, connection activity and word of mouth recommendation, and its detailed index includes the complete process of consumers' cognition, demand, decision-making and sharing. The new word of mouth recommendation is the Social Listening social listening index, using Baidu's leading Chinese semantic analysis and deep learning technology to fully mine the public opinion data of various industries, and react more accurately to the heated discussions and emotional attitudes of consumers on brands.

Users can check the asset value of different brands of related industries through the registered brand digital asset list website, and compare different indicators for competing products. In addition, the website also provides the derivative indicators of the assets list, such as displaying the brand connection activity according to different regions, classifying and displaying the brand information of consumers' centralized search, so that the brand owners and agents can understand the needs of consumers more intuitively and comprehensively, so as to make more scientific and effective marketing strategies.

The following is the 2015 digital asset list of luxury brand fashion.

2015 luxury luggage brand digital assets 10

In the Top 10 luggage brand list, the French and Italy brands became the main force, 4 came from France and 3 came from Italy. Louis Vuitton three indicators are far ahead of the list in the first place, and Chanel and Prada become the three biggest winners in the luggage industry.

In the first half of 2015, luxury goods prices were adjusted, and Chanel, Prada, Coach and other brands had a long cut in domestic prices, and Gucci was also making a clear sale discount. As far as Chanel Leboy is concerned, the price rise in France and the domestic price reduction make the difference between domestic and foreign prices shrink to a much smaller price than that of a ticket abroad, which is a good news for the sale of domestic bags.

From the group level, LVMH's top three brands are among the top 10, while Gucci has won another seat in the list for another luxury giant, Kai Yun group.

In the top 10, in addition to the old luxury brand, the Korean brand MCM, which was bought by Korea, was rushed to the tenth place by Korean drama. MCM is also the only Asian blood brand that has entered the list. It has the characteristics of being younger and more athletic. It shows us the opportunity and hope of the luggage industry which has long been monopolized by European brands.

In the second half of 2015, with the issuance of major brands next spring and summer, and more emerging brands entering China, plus the brand price adjustment policy, there will be a more intense competition.

2015 luxury jewelry brand digital assets 10

Among the top ten brands listed in the brand digital assets list, there are professional jewellery brands such as Cartire, Tiffany, Bvlgari, Graff, Van Cleef & Arpels and Cho Mei. Luxury brands such as Chanel and Dior are also seen.

Among them, the reasons for being able to list are different. As a professional jewelry brand, Cartire has gained the highest attention in the market through its accurate positioning, channel and market strategy, and has accumulated a lot of exposure in various domestic media, which has become an important reason for its taking off the list of assets. Tiffany and Bvlgari's Internet users are also actively searching for information, although they are not the first Cartire in IWOM and media exposure.

Chanel and Dior are among the top five in the jewelry list, mainly due to their exposure and discussion volume. This is also a great advantage for fashion brands to make jewelry products.

In addition, it is noteworthy that Graff, as a store is not a jewellery brand, has made great efforts in terms of search volume, media exposure and word of mouth, ranking sixth in the list. Although VCA ranks eighth, its audience's brand loyalty is higher than other brands, which is almost the same as that of Tiffany. Therefore, Tiffany and VCA are quite brand with their own style. Earl and MontBlanc are among the top ten due to their high network exposure.

Top watch brand digital assets 10 top in 2015

In the first half of 2015, the figures of China's wrist watch brand digital assets list show that both the top watch brand and the digital assets of the high-end brand show a high speed and vigorous growth trend. As Chinese consumers' recognition of high quality lifestyle deepens, people begin to pursue the refinement and artistry of fashion, technology, lifestyle and life details.

No luxury item can be used as high as a wrist watch. Consumers began to identify with a priceless watch treasure, which can be passed down from generation to generation and become the treasure of the world. On this year's list, Swiss watches brands such as Patek Philippe, Jaeger Le Coulter and Vacheron Constantin still receive the most attention with their exquisite tabulation technology. It is worth mentioning that the German watch brand, which also maintains high technology content, strong functionality and high durability, has been among the top watch brands this year. It has to be said that brand names such as Langer and glascu, which have completely preserved the German tabulation technology, are beginning to be concerned by consumers. To some extent, they reflect the maturity of the market and the need to import different brand elements.

Looking at this year's list, the traditional watch brands with high quality and classic appearance occupy the main sub division list, which shows that consumers' attention to functionality, practicality and brand culture is increasing. A high quality wrist watch is no longer a digital timestamp. From a technical point of view or from an aesthetic point of view, the imagination and creativity behind it will become a collection of collectible meanings.

At present, the permeability of Chinese consumers perfume is relatively low. Most consumers do not have the habit of using perfume everyday. In response to Internet behavior, ordinary consumers do not search and pay attention to perfume related knowledge in search engines. However, heavy users of perfume products tend to gather in the vertical perfume forum to discuss perfume knowledge such as fragrance, fragrance retention and so on.

Brand digital asset data also verify this. We can see that the connection activity of perfume brands is often lower than that of skin care, makeup and other items, but the stock of word of mouth compares favorably. This also shows that digital marketing of perfume category should pay attention to word of mouth marketing in professional vertical forums, and gradually penetrate and influence mass consumers through establishing links with professional KOL.

In the perfume brands ranking, CHANEL, Dior, Lancome and other brands account for the majority of top 10. This shows that the consumption ability and attention of Chinese consumers to high-end brands gradually increase, but the cognition of perfume is still. Luxury goods There is still room for further improvement in the familiarity and use of perfume brands. On the other hand, it is also reflected that buying motivation for category is more likely to choose luxury brand because of the demand of gift giving.

8 of the top TOP10 brands in the high-end skincare list are occupied by European and American brands, and two of the top Japanese brands are Shiseido and Skii. Among them, Estee Lauder group and L'OREAL group respectively won 2 and 3 seats. The former achieved excellent results by Estee Lauder and Clinique, and the latter firmly stabilized with Lancome, Ke Yan and Biotherm. This asset list will focus on three indicators: information inventory, connectivity activity, and word of mouth recommendation. Estee Lauder ranked first in excellent overall strength, followed by Lancome in a weak margin. Ke Yan received the first place in the single index of connectivity activity, which has great potential.

Most of the top ten brands in the make-up category are mainly European and American brands. The top three are Maybelline, Chanel and Dior, and the reasons for the top three are not the same. The number one Maybelline, the main young player, has a far reaching connection with its active star endorser and its brand to consumer interaction. Chanel and Dior, ranked second and third, belong to high-end make-up brands. They compete with each other in all dimensions of the asset list. They are also among the top three with high attention, high concentration and huge information stock. Chanel also stands out with its numerous reputation accumulated among consumers.

Paris, L'OREAL, also known as the European and American make-up brand, has always been the main body of skin care. It relies on the newly released air light pad frost in the first half of this year, making it the seventh place in the list.

When it comes to air cushion frost, we have to mention a famous brand of Korean cosmetics. The star came that night not only brought strong Korean wind to China, but also made the development of Korean cosmetics brand mushroomed. As the first Korean brand to enter China, by this fierce Hanfeng, relying on the heat of spokesperson Song Hye Kyo, it became the most popular Korean brand, ranking ninth in the list.

As the crowd in the make-up market is getting younger and younger, with the strong presence of Korean brands, the competition in the makeup industry will become increasingly fierce.

What is brand digital assets?

Specifically, brand digital assets contain six detailed indicators, namely, information inventory, connection activity and word of mouth recommendation, which include six complete processes of cognition, demand, decision-making and sharing.

Internet Shanghai volume, multi-source and unstructured information make it possible. brand marketing The effect is even more difficult to measure. In a rapidly changing network environment, brand marketing is needed to shorten the feedback cycle, so as to optimize the strategy in time. Regional differences and uniqueness require brand marketing to adopt targeted marketing strategies for different consumers.

The natural Internet attribute of brand digital assets determines that it has more "good qualities". It can be keen to capture brand marketing. Internet Each node that produces effect can quickly and instantly feedback the evaluation results and dig deep into the different terminals, provinces and cities, and evaluate the marketing effect of the brand on the network most meticulously, objectively and truthful.