Local Luxury Market Is Still Far Ahead, Marketing Is Practical.

After simply setting up the brand image with culture, history and products as the publicity keynote, luxury goods, with their natural advantages, have begun to expand their brand awareness by sponsoring different kinds of art forms and sports events.

After that, public welfare and charity have gradually become a good way to spread brand communication.

Compared with the mature Western luxury brands, local enterprises are still striving to establish their own luxury and tonality.

Luxury itself is a high premium category. Besides the basic value, it carries too much price space in the name of brand image.

In fact, in the mature luxury market, consumers' social responsibility for brand image is an indispensable part.

Charitable activities are often one-off rescues, targeted at people, the coverage of public interests is broader, more sustainable, or can be classified as part of charity activities.

While luxury brands participate in big events or public welfare activities and abandon charitable assistance, more development direction should be related to the brand industry, consumer groups and product technology characteristics, so as to maximize the effectiveness.

As the product of flying Yada's participation in the hot debate of manned space flight in China, its follow-up marketing strategy has been slightly inadequate. From the early stage propaganda to the introduction of limited money, it is mainly based on the commemorative significance of participating in the major technological development events, and neglected the technical characteristics of brand products.

Just like OMEGA launched the "moon landing" limited wrist watch, consumers were initially attracted by the big event and concerned about the brand, and the follow-up would not be because a brand of a series of products had rushed out of the atmosphere, and the real purchase was the breakthroughs in the technology and material of the product, such as ergonomics design, earthquake resistance, magnetic protection and so on.

The key point of marketing publicity is to promote innovation in the industry.

From the characteristics of products, the main attraction is consumers who have a knowledge of the industry. This marketing approach focuses on consolidating the existing consumer's awareness of the brand and attracting more attention from potential consumers.

And the public welfare activities targeted at products to adapt to the crowd will be able to tap new consumer groups in a wider range.

The small star group is a non-profit public welfare organization small star children's growth foundation established by the group's capital injection, which focuses on the local brands of children's clothing. The public welfare activities aim directly at the users of brand products. This enables public welfare activities and enterprise development strategies to be directly linked together and form a complete set of standardized, institutionalized and streamlined operation mode.

Recently, the little star chose to combine the current "Little Prince" movie, launched the little prince little designer project, will cultivate children's reading habits and tap the potential of children's art as the core, mining children, especially autistic children's artistic interpretation of talent.

In fact, it is difficult to achieve the desired results if the projects of public organizations and enterprises are not interesting and creative.

In the public welfare activities focused on consumption, a deeper level of activity is to improve the part of the group that needs help through the development of activities, such as the tenth "

Spirit surges Female Entrepreneur Award.

This award is one of the main consumer groups for Cartire products, global women.

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Each year, 1 winners from 6 regions, including the Asia Pacific region, are designed to inspire innovation and pioneering spirit of women worldwide.

The winners can not only get a business start-up fund of $20 thousand, but more importantly, receive a one year guidance from a professional consultant team.

Chen Wenyi, a Chinese player who won the award in 2015, said: "I enjoy the whole competition process. It gives me the opportunity to meet many excellent women, and, of course, professional business advisers offer valuable suggestions for my business plan.

This is a great opportunity for me and for the company. "

The Cartire agilas women's Entrepreneur Award was first established in 2006, covering the Asia Pacific region. In 2011, Chinese athletes have won the regional championship. The traditional luxury brands have been ploughing in this industry for a long time.

This persistence is

The performance is even more obvious. If we mention equestrian around the world, all concerned will think of Longines.

Longines released the first multi-function timekeeping watch with its watchcase engraving since 1878. It began to associate with equestrian, sponsored horse racing in 1881, and began to cooperate with equestrian sports in 1912.

Holding 100 years of sponsorship support is rarely seen in any industry, but it also brings great results to the brand image creation. The common values of "the elegance, tradition and pursuit of excellence" are widely recognized by consumers.

At the same time, Longines watches are also ahead of all brands in the promotion of the Chinese market. Longines global vice president and marketing director, Juan Carlos Capelli, said: "for the first time, China has only one event in cooperation with Beijing equestrian masters. Up to now, the market has experienced explosive growth for five years. Longines now has more than 10 international horsemanship tournaments in China each year.

With more competitions and more media attention and interest, equestrian has become a highly recreational activity in China, just like tennis and golf in the past. There are only more than 100 equestrian clubs around Beijing.

In the sponsorship of all kinds of activities that consumers can pay attention to at this stage, most of the support for luxury goods comes from the international brands of major groups, and few local luxury brands appear. The exposure rate is even far lower than that of local car, digital and Internet platforms.

This phenomenon is only attributed to the late development of local luxury environment, which is rather one-sided. Compared with the uncomparable brand history and culture caused by time, the adjustment of brand awareness is lagging behind in the victory of innovation, and the diversification of brand image is more important.

At present, the development of local luxury brands is mostly based on the western mature brand model, with product design elements and technological value as the selling point.

This pattern is understandable, but it ignores the development of the times. The Western luxury brands have been centred on hundred years since its establishment, and the market environment is simple at that time. In the current Internet age, creative and disseminated publicity methods are as important as the products themselves.