Luxury Brand "Young" Offensive Fierce, How Effective?

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In the process of digitalization, 2016 is the first year of digital luxury in standard sense.

In the Internet age, social media (such as micro-blog and WeChat) not only directly presented many new things to consumers, but also made it easier for users to get in touch with luxury brands and lifestyles, and more importantly, they are deeply affecting the luxury consumer groups, which are the most popular luxury brands at the core of China's high-end consumers.

Nowadays, social media and word of mouth have replaced the traditional media which have been occupying the high opinion level and become the main position of the dissemination of luxury brands.

In today's world, the best people who can play social media and digital networks are young Millennials.

The millennial generation, Millennials, refers to the groups born during the period from 1983 to 2000.

The world's richest population is moving towards a younger trend. The consumption capacity of this generation of young people is expanding rapidly, and the millennial generation is gradually becoming the main force of new fashion consumption.

Luxury goods

The degree of digitalization has become an important factor that can attract the purchase of this group.

Luxury brand's "young" offensive

Over the past year, the highly consistent movement of luxury brands in the domestic market is to compete for young people, including inviting young idols to become brand spokesmen and developing online shopping.

Major luxury brands, such as Cartier, Gucci, Burberry and so on, are launching aggressive marketing campaigns in the younger generation.

Cartire, once disdain to join the digital advanced jewellery brand, is unable to compete for the younger generation's consumer market.

As a jewelry brand of more than 160 years, Cartire suddenly opened an electronic business platform at the end of 2015. In July 2016, it invited 90 Chinese idol Lu Han as spokesperson.

Netizens have said that the combination of Cartire, 169, and Lu Han, 26, is too much of a violation.

For the Cartire brand with an absolute purchasing power class belonging to the elderly middle age, this is a bold attempt of Cartire in China.

Lu Han is not very old, and his qualifications are very shallow. However, his influence is undeniable.

The consumption of luxury goods in China and the desire for luxury goods are far greater than those in Europe and the United States.

Cartire and Lu Han show the spirit of independence of Juste UN Clou and create a brand new "nail yourself".

In the past few years, Gucci, who fell into a low performance, also made a bet on the younger generation.

Gucci is well versed in the marketing way of young consumer groups, and has launched an offensive from all aspects of social media, electricity providers, offline stores, and all over the world, occupying the minds of young people.

Gucci China's official micro-blog has about 820 thousand fans, compared with 1 million 950 thousand of Chanel micro-blog, 1 million 660 thousand of Dior and 1 million 100 thousand of Burberry.

But Gucci knows very well how to tie up marketing with young idols. With these young idol's fame and fans effect, it can expand its influence. Its cooperative stars include Yang Mi, Ning Zetao, Li Yuchun, Fan Bingbing, Ni Ni, Zhao Liying, Chen Xue Dong and so on.

In addition to the wind and fire in social media at home and abroad, Gucci also runs a school of its own in the field of e-commerce and makes a "girl's heart".

In May of this year, Gucci design director Alessandro Michele designed the exclusive capsule series for the e-commerce platform NET-A-PORTER, with exclusive rose printing as the main design, and re interpreted the egret pattern, from skirts, sweaters to bags and shoes, with a total of 20 single products, attracting a large number of young female fans.

Gucci's Garden series knitted cardigan, dresses, Dionysus bags and shoes and other single products, in addition to the official collocation style, can also be mixed with other brands of the brand, familiar with the sick and charming literary tune, so that love Gucci's "girl heart" fans have no resistance.

In the flagship store of Gucci, digital screens are used to replace the original walls, mirrors, and the walls of the fitting rooms are also embedded with digital screens to better assist consumers and see the whole body try out effect.

The super HD display in flagship store is used to show pictures of fashion show.

The HDTV wall can be combined with the image engine provided by Gucci to generate life size interactive pictures.

With the help of special somatosensory capture technology, customers and brand sales consultants can use simple gestures and pictures to interact, fast forward, playback or freeze images, and check the product display three hundred and sixty degrees to facilitate customers to check every detail of clothing.

Through a simple search on the screen, the customer can then ask the store sales consultant if the product is available and ask for a real product.

The TV wall system will also react in real time when customers pass through, so that customers can be in a complete interactive experience.

How fierce is the offensive?

Perhaps it is too early to judge the success of luxury brand marketing in China, and we can not see its actual effect directly, but we have been observing the performance of its brand in a conservative way.

It is a great challenge for luxury brands to try to use younger digital marketing to open up the younger generation of China's market.

The younger generation's preferences are hard to understand. They are happy and old. They abandon quickly and are very keen on a brand today. However, they may rush to another brand overnight.

We need to find the right location, but we can not carry out the popularization of luxury brands without any scruples.

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Viewpoint: "high cold" can not be put down.

We need to see two sides of things.

The popularity of the mass market brought about by the profit maximization will become the fact that many brands have to face. In fact, when the tide of brand popularity hits, on the surface, many brands just lose a few core consumers, but they get more new consumers. Sales and profits have not decreased but growth has increased. However, as the opinion leaders, the core consumers will also influence the new consumers. Therefore, the original luxury luxury brands will have to face the loss of more markets and customers, and more importantly, when the brand reaction comes, there is no chance of correction.

According to the world clothing and shoe net, the Research Institute believes that although the mass market is valuable for the sale of luxury brands, there are pitfalls.

80% of the consumer's group of recognized luxury brands represent the mass influence of the brand, so many brands invest 80% of the marketing energy in these 80% consumer groups.

As a matter of fact, 20% of the high-end consumers are the core consumers of luxury brands. These core consumers as opinion leaders will affect the consumption concepts and decisions of other luxury consumers and potential consumers.

Of course, 80% people represent the future consumption potential. Large luxury brands can do this, bear the responsibility of the education market and cultivate the market, but for small luxury brands, it is very difficult to do so, subject to many factors, will be committed to building brand reputation.

Therefore, luxury brand's "grounding gas" and "affinity to people" can only be more close to consumers in technical means, but they still need to convey the concept of luxury. They are deconstructed by the technical means of these technologies. Once the "high cold" mask has been removed from the brand, it will never be possible to wear it again.

More interesting reports, please pay attention to the world clothing shoes and hats net.