Can Wu Yifan And Zhao Liying'S Luxury Brands Overcome The "Flow Force"?

According to the world clothing and shoe net, Coco Lee, the Chinese singer, was in the limelight in 2001.

Invited to sign up for the brand in the Asia Pacific region, not long ago, when she was 26 years old, she was dressed in a red cheongsam and sang at the seventy-third Oscar awards ceremony.

However, it was never thought that the cooperation between Coco Lee and Chanel was strongly opposed by the Hongkong celebrities at that time.

It has been reported that those who are from the upper class in Hongkong believe that Coco Lee's image is Chanel

Temperament is not good, to boycott refused to buy a joint protest, for a while, bubbling with excitement.

At the end of the story, despite the fact that Chanel has consistently denied the encounter with celebrities, only three months later, the cooperation between Coco Lee and Chanel hastily ended.

The "farce" mentioned above was taken as an example of "tracing ancient" in April of this year. The corresponding questions are all about, "Angelababy endorsement Dior, will it be bombed by the rich wives of Hongkong sixteen years ago?"

Most of them would like to "repeat the old events". However, the controversy over the Internet has not been able to prevent the very few stars from sitting in the chair of the Dior China brand ambassador.

And more than a month ago,

Also announced this year's third China brand ambassador Zhao Liying, this time, the public opinion has exploded in the Internet, and the controversy about the Dior ambassador has started to rise again.

However, in recent days, it is not just the Dior family that makes people feel confused.

This year, from the Italy luxury brand Dolce&Gabbana to Dou Jingtong's endorsement SK-II, people can not help asking, how can they become more and more confused when they choose "spokesmen"?

Dior's CEO Sidney Toledano has responded strongly to a series of disputes triggered by its new spokesperson. "Although Dior is not a teenager brand, we hope that young people will have a desire for Dior."

At the same time, when it comes to Angelababy, it emphasizes: "when we establish partnership with someone, we do not value the number of fans behind her and the audience of the millennials, but the charm of elegance."

But to be honest, it seems that the number of fans behind them and the millennial audience are much more convincing than the so-called "elegant charm".

It will not be too easy for a consistently proud and luxurious group to admit that they should bow to traffic.

Fortunately, it seems to be "effective" from the results, and the luxury market has finally come to a long time.

Last month, in the earnings season, all of them were drying out their pcripts.

Among them, the French luxury group Kering Group recorded a 23.2% growth in the third quarter, while its brand Gucci and YSL sales registered double-digit year-on-year growth; Dolce&Gabbana grew 9.6% year-on-year in the previous year; LVMH group also gained 14% growth in the 9 months ended September 31, 2017.

This is certainly not a single cause, but this year, Burberry's performance has finally turned into a safe time. Many people have attributed the credit to the new spokesman Wu Yifan, "Wu Yifan saved Burberry", the foreign media shouted excitedly.

Since 2012, the cold wind of luxury circles has been blown away. Every year, every family has made strange moves to reverse the trend of decline. If we carefully study several strategies, it seems that they are closely related to two key words: "Chinese market" and "younger".

If so, choosing a traffic star as a spokesperson is a good reason.

One

In the early days, luxury brands were disdained by advertisements.

Eli Copemann, the former chairman of Chanel, has revealed a consensus among luxury brands and designers that "selling fashion is taboo and will reduce the brand's style."

But even under such circumstances, they will still choose several magazines with good style, print some perfume and cosmetics advertisements, and sell some so-called luxury dreams to readers with a few qualitative pictures.

One of the most important reasons is that the consumers of the public are unlikely to spend hundreds of thousands of dollars on buying a Chanel dress, but can not hesitate to take a 300 yuan lipstick or a bottle of 800 yuan perfume to complete their respect for the flashy life.

It has proved that these calls for ordinary consumers are effective, and the benefits for brands are considerable.

Nowadays, the advertising of luxury brands is no longer confined to flavor products, but we should know that in fact, in the marketing of "entry-level" or accessories, big names have always been very dependent on "traffic".

They rely on the high definition series, limited edition products, millions of bags and clothing to maintain the high-end image of the brand, and then rely on the middle end product line to make money. For this part, the "flow" is exposed, which is particularly important.

In the most successful 2002, Arnott, chairman of LVMH group, once boasted, "we are the biggest fashion advertisers in the world.

Obviously, the more advertising sells, the better the business income. "

From this point of view, the luxury giants now start to use traffic stars, and still follow the old logic.

In recent years, when talking about stars or even fashionable KOL, the word "carrying goods" has always been mentioned. Obviously, this is the pformation and quantification of traffic and sales volume. The so-called "carry index" is also an important index to measure the commercial value of stars.

Two

In May, McKinsey released a report on China's luxury consumer, which said that by 2025, the global market value of luxury goods will increase by 1 trillion yuan to 2 trillion and 700 billion yuan, while Chinese consumers are still the main force and will buy 44% of the global market in one fell swoop.

{page_break}

Although it is difficult for the whole country to see its luxury brand (Moutai I don't think so), Chinese consumers have always been able to afford to buy luxury goods. This also makes the brands have to repeatedly "show" the Chinese market. But even today, the so-called presentation is not a uniform or even more favorable price. It is not the latest on-line style or the characteristics of Asian people. It is not the choice of China as the first market, but it is still the "second-hand" market of luxury brands.

And the way that big players choose to show is that more and more Chinese faces are appearing in their official activities and publicity photos. They are "spokesmen", "image ambassadors", "China Brand Ambassadors" and "China brand intimate friends".

So you can see that Italy luxury brand Dolce&Gabbana invites Wang Junkai and Di Ali Gerba to be the opening show guests, Dior has been re elected as the four China brand ambassador this year, Ni Ni has become the global endorsement of Gucci sunglasses, Estee Lauder's global spokesperson, the Asia Pacific region endorser, the China cosmetics Ambassador and the red pomegranate ambassador. I guess you can't remember who and who, but no surprise, they are all Chinese women.

Why do brands have so many fancy endorsements?

In fact, there is an old saying that can be used as the best answer to this question. That is, "do not put eggs in one basket". The branding party makes every effort to compile so many titles, but only in order to reduce risks, KFC's example will no longer be mentioned. In this year, choosing stars to do part-time jobs is like buying lottery tickets. You don't know which one will come tomorrow and the negative ones. Secondly, brands can also connect different fans and users through different star endorsements.

"The current media channels are too fragmented," he said. "Just like holding a few mainstream media in the past, advertising and finding a few stars, it's time to tell the story very well. You can't expect your users to easily accept the subjective information you are trying to convey."

As a result, the multiple lines of luxury brands are exactly the way they behave. They need different traffic stars to tell different stories to their respective users.

These so-called "flow stars" have been proven to be "levering" in various channels. Under the condition of considerable purchasing power of fans, at least in sales volume, it is not easy to make mistakes.

In addition, the veteran fashion commentator frosting once said: "when luxury brands already have a wide range of awareness, and can continue to resort to other means of marketing to emphasize core values, why do we need to use stars to promote the spirit? It is only the most direct and effective means to popularize products with celebrities, but what is needed most at the moment is some ideas that are flexibly adjusted to the local market.

It is thought that the luxury brands that are now widely known to Chinese consumers are out of this stage. In fact, for these brands, the education of brand spirit and core has not been completed, or no one cares. In this case, it is not as useful as a traffic star's airport street map. "This coat is good" and "this backpack looks good" rather than trying to convey the so-called "feminine elegance".

Three

16 years ago, because of his dissatisfaction with Coco Lee's temperament, Hongkong's rich and famous people could take Chanel down the throne. But today, despite the fact that Zhao Liying and Angelababy are not the voice ambassadors of Dior, no one can really change the status of the two ambassadors. At least for now, the brand does not intend to make any new adjustments.

A very important reason is that even though they are not comfortable with the new spokesmen, they have lost their ability to manipulate brands.

In the past, luxury brands only had to worry about the rich. After all, they contributed 80% or even 90% of their sales. Nowadays, nearly half of the consumers who pay for luxury goods are rising middle class consumers and mass consumers. This indirectly reveals the rich people's right to speak in the brand.

In addition, Tang Xiaotang, a fashion media man, has talked about the fact that celebrities still have voice in time, but this kind of political incorrect thing is hard to do again today.

"Just considering that social media may be drowned by the spit of Twitter, Facebook, WeChat and micro-blog fans, the families behind them will be" human flesh "and suffer disaster, and they will give up the idea of boycotting spokesmen.

However, it is noteworthy that the middle class is the most sensitive to the change of the economic environment. Therefore, they are increasingly becoming the main consumers of several well-known luxury brands. They can fly rapidly in the "warm spring", and their brands will rise rapidly. In the "cold winter", the middle class will also quickly withdraw, and the backbone of those "donkey cards" and "carving" has already moved upward to the more high-end luxury brands.

Is it true that luxury brands that are increasingly being consumed by the middle class can really be "luxuries"?

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