Zhao Liying Endorsed Dior'S Bold Attempt To Innovate Marketing Strategy

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One industry consensus is:

New products and marketing strategies must be innovated to catch up with the increasing consumption of China's millennial generation.

According to the world clothing shoes and hats net,

The recent publicity in KOL also revealed a bigger problem for luxury brands in China: whether innovation can be an invincible position in the fierce market competition.

Another controversial brand spokesperson was on the day before the Dior 2018 spring summer fashion show in Paris. In September 25th, Dior announced on the official account of micro-blog that Chinese actress Zhao Liying became the latest spokesperson for the brand.

The decision was less than five months away from the appointment of Angelababy as the first Chinese brand spokesperson.

At that time, many people expressed dissatisfaction with the image of Angelababy and thought it was not in conformity with the image of Dior brand.

Dior's Chinese spokesperson answered the following statement on whether Zhao Liying would replace Angelababy to Jing Daily Japan daily. "We actually had two spokesmen for China before Zhao Liying, namely Huang Xuan and Angelababy.

We are very pleased about Zhao Liying's accession.

Zhao Liying and Angelababy are very similar in their characteristics. They are all young, beautiful and hard working actresses in China. But Zhao Liying has also been attacked by netizens like Angelababy.

Micro-blog netizen Mr. F said: "what is Dior thinking? Is this brand only concerned about the number of star zombie powder? I have no opinion about Angelababy and Zhao Liying itself, but their image is really no match for Dior."

Only focus on making public opinion in the millennial generation.

Brian Buchwald, founder of Bomoda, a KOL marketing company in New York, believes that the appointment of Zhao Liying as a brand spokesperson by Dior reflects the fact that Dior is persistently trying to attract young Chinese consumers. It has come to the level of whether the spokesperson is helpful to sales.

He said, "most of Zhao Liying's fans are after 90 and 00, and they all like her story of becoming a famous actress from a rural girl."

But third party observers and experts in the industry think that Zhao Liying's image is not fashionable enough.

The brands she had endorsed were civilian products such as Dove.

Bomoda's research shows that although she can produce some response in social media, she lacks the ability to drive consumers' purchasing power.

Brian said: "a large part of her fans are young girls. Although they are very willing to support idols in public opinion, their actual purchasing power is very limited."

Bold attempt, adventure choice

Compared with the controversial brand ambassador Angelababy appointed before Dior, Zhao Liying's choice has a deeper meaning. Meanwhile, Dior's first female creative designer Maria Grazia Chiuri has published her latest series.

China's top fashion blogger Gogoboi has a strong relationship with luxury brands Louis Vuitton, Fendi and Givenchy. In September 27th, he published a joke about Dior S/S 2018 style.

In this article, he compared Dior's design inspiration to the millennial generation with the design of Ayilian, the local Chinese women's clothing brand.

Ayilian's brand image is the reverse of high-end luxury brands. It is a brand that Dior can not avoid.

At present, Gogoboi's posts have been read more than 100 thousand times, and are loved by nearly 1000 users.

Many readers cheered for his courage.

"Brand is faced with consumers with luxury shopping experience.

So we need to constantly update them to convince them to buy, "said Luca Solca, head of the luxury department of Exane BNP Paribas, a French investment company. He said he was optimistic about the future of Dior.

"I think Dior is in a better position than online.

The new product of designer Maria Grazia Chiuri seems to have brought the brand to the right track.

Identity crisis?

In a luxury industry, the consensus is that brands must innovate through new products and marketing strategies, so as to catch up with the increasing consumption of China's millennial generation.

Louis Houdart, founder and global director of creative capital, believes that Dior's urgent millennial marketing drive is driven by the rapid growth of brands in China.

"Everyone has been praising Gucci's design in the past 2-3 seasons, but we need to remember where the brand comes from.

Gucci has just experienced a turning point, and for Dior, it is still a new starting point.

"

"Growth is necessary for luxury goods like Dior.

They need to see [growth] by all listed companies, shareholders and financial analysts, which is contrary to the value of luxury brands.

"These same financial analysts want to see the growth of young consumers, while Zhao Liying has many fans aged between 15 and 24 who can enhance brand relevance."

However, the promotion of the millennials is fundamentally contrary to the image Dior has long been familiar to affluent consumers in China.

This may be a major reason why young brand ambassadors such as Angelababy and Zhao Liying can not resonate with Dior's loyal fans.

"I have always thought that Dior is a luxury brand designed for consumers who pition from girls to women. The whole millennial propaganda has distorted its DNA."

A WeChat user named "Stella Rice" left a message at the end of Gogoboi's article.

In addition, Dior represents a common problem faced by most luxury brands in China. It is eager to cater to the tastes of young people in China, resulting in the loss of their original identity, to a certain extent, which has damaged the authenticity and essence.

In the process of implementing the brand younger strategy, Dior reduced its value as an elite luxury brand, making it a label for social media criticism of marketing and branding campaigns.

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