How Many Of Them Can Focus On The Brand Image Building?

Some analysis

The overtilt of big show may be dragging down.

After all, it depends on the product.

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How much of a carnival of the whole society can focus on the building of brand specific image?

According to the world clothing shoes and hats net, 3 days later, the show will finally be unveiled at Mercedes Benz cultural center in Shanghai.

Before then, all kinds of public opinion and controversy surrounding the show had not yet come up again.

From the largest number of Chinese models in history to Gigi Hadid, the netizens boycotted China to participate in the "secret show", which was destroyed by the customs because of formaldehyde exceeding the standard. Finally, the Brazil model Lais Ribeiro became the final attribution of Fantasy Bra this year. Finally, it was broadcast to the model talent show "angel road" which was based on customs. It may be the only "fashion" activity that can break the trade barrier and let the people who do not pay attention to fashion pay close attention to it.

Liu Wen is on the way to participate in the interview.

The latest news is that 4 supermodels have been denied visa or unable to participate in China.

Three of them are from Russia's supermodel Julia Belyakova, Kate Grigorieva and Irina Sharipova, while the other is supermodel Dasha Khlystun from Ukraine.

Some foreign media speculated that a Russian supermodel was refused entry or related to the death of a Russian model Vlada Dzyuba, who was only 14 last month, after working in Shanghai.

Also, analysts say that the supermodel Gigi Hadid visa, which was previously alleged to discriminate against Chinese people, may also be refused.

Today, the most popular discussion in social media is the absence of the original guest speaker Taylor Swift.

According to the latest news, the singing guests will be changed to Katy Perry, Harry Styles and Miguel.

No need to wait until November 20th carnival, Carnival has already begun, but the smell of this show seems to be getting worse.

Also today, OPPO official micro-blog officially announced that OPPO will become the official mobile partner of the 2017 secret fashion show in Vitoria.

OPPO, who has always thrown the advertising budget in the past, has often appeared in the variety of variety shows in recent years. It is not unusual to become an official partner of fashion shows or concerts.

However, the official mobile partners are the first ever for the company.

Some analysts believe that in the commercial practice of the Chinese market, it also fell into the "stereotypes".

In the eyes of many fans, the "Wei Mei Xiu" represents the beauty of women who are healthy and seeking the ultimate.

Some fans say that with the official cell phone partners' Victoria's taste, a fashion underwear show that will create the ultimate beauty will soon become a live broadcast of the business platform, a mixed disc concert and a variety show.

However, as we all know, the commercialization of Wei is very mature, which is most directly reflected in the high price tickets.

The media that often appear in the front row of the show are not treated with special treatment. There is industry news that the media representatives of the director level are eligible for the show tickets, with limited places and no travel expenses.

Although the brand has no official ticket access channel, there are a number of places due to various reasons every year.

However, it is not necessary for anyone to pay for the ticket, but also to verify the complex procedures of the guest status through the real name system.

Earlier, the show ticket of the "Wei Mei Xiu" had been sold to a high price of $20 thousand, and the price ticket was no longer news.

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But this year's fares are called "the most expensive in history".

Ruili network announced a ticket access channel in September, the price is 168 thousand yuan per ticket.

Gogoboi also said on its WeChat public address that Taobao cattle had already appeared and the price was around 90 thousand.

There are also some rumors and cattle channels on the market. There are well-informed sources that about 150 thousand of the show tickets are sold out quickly, and the highest price of cattle has reached 300 thousand.

Although the origin and authenticity of these show tickets can not be confirmed at present, but according to the enthusiasm of people at the moment, the market demand raises the ticket price.

But some people also question this irrational consumption. They spend 300 thousand watching a show. What are they looking at? Watching supermodels, watching performances, watching costumes and watching big scenes, but it's not the products sold by shops.

Those exaggerated wings and valuable Fantasy Bra finally disappear with the end of the show in the public view, while those who are willing to pay to see the show and the audience watching the video in front of the TV may not be a group of people who are actually buying into the store.

Spectators who bought high priced tickets thought they were worth the fare.

But is it worth the cost of energy input after the big cost of the show? Is it a very easy question to answer whether the continuous running shows have improved the operation of the brand?

Take the Shanghai big show as an example, although intensive topic discussion has made the brand promotion in the Chinese market for a year, but if the final effect of the big show marketing is investigated, the answer may not satisfy the brand.

From the return to investment ratio, the excessive tilt of the show may be dragging down the brand.

According to the latest quarterly report of L Brands, sales rose from 1% to 2 billion 610 million dollars in the previous quarter, showing signs of better performance.

But profits still plummeted 29% to 86 million dollars.

The core brand continues to slide, with sales dropping 3.2% to 1 billion 240 million US dollars. The negative impact of the suspension of swimwear and clothing business on the sale of the secret goods is almost irreversible.

L Brands founder, chairman and chief executive officer Leslie Wexner said at a recent investor conference that digitalization will become the top priority of the brand development of the group, and emphasizes that the performance of the company is recovering.

In the current financial situation that the parent company is not optimistic, marketing will need to return to the sales promotion anyway, but the old mode of marketing relying on the big show for many years is aging.

Today, a large scale and costly show is far away from the original intention of the brand.

First, the excessive attention of the public exposes and magnifies the negative news of Wei.

According to people's daily, CCTV and other media reports, in September, Shanghai entry-exit inspection and Quarantine Bureau concentrated on destroying a batch of imported food and clothing.

Among them, a number of underwear to China were also detected over formaldehyde.

Whether it is "formaldehyde crisis" or Gigi insulting China, keeping the topic hot is of course beneficial to the brand. But when the direction of public opinion is negative, this may be another matter.

It is difficult to offset the negative effects of marketing on the quality and sensitive issues that consumers are most concerned about.

Especially at this critical node, the performance of the US market has gradually declined, and the Chinese market is very important for Wei Ming.

Secondly, some analysts believe that if we mention the idea of "Wei Ming", people first think of show and then think about products, which may not be a good marketing.

Nowadays, consumers generally have a high level of awareness of the content, but most of the public's attention is focused on big shows, not products and brands themselves.

As a matter of fact, the difference between the style and the actual product of the exhibition is still far away.

When people enter the store with the vision of the show, they will have a drop.

Many consumers on micro-blog reflect that the store products can not withstand scrutiny, the design is vulgar and the fabric is poor.

Despite the intention of the company to adopt a more situational interior decorating experience, the quality of the product has been playing an increasingly important role in purchasing decisions for smarter consumers.

It is worth noting that the damage of brand reputation is not overnight. It is the brand's over emphasis on marketing and neglect of product optimization.

Word of mouth marketing of social media opinion leaders is also exerting greater influence on brands.

Third, brand strategy and product strategy in China also exposed problems.

The intention of Wei Ming's show in China is very obvious, that is, to expand the Chinese market.

The opening of shops and running shows successively, and the layout seems to be synergistic, but the actual effect is not ideal.

The picture shows the virgin Shanghai flagship store opened in late February.

People familiar with the retail industry told reporters that the speed and shop capacity of the secret shops did not keep pace with the Chinese market. At present, there are only two flagship stores in Chengdu and Shanghai, and Guangzhou will open next year.

In addition to Chengdu, the second-class cities that feel the most fresh about Wei have not yet opened shops containing underwear lines.

It has been observed that since the opening of the shops in Shanghai, there has been no obvious change in traffic volume.

At the same time, the brand expectations that stimulate sales through big show may often cover problems that other brands really need to solve, such as how to make up for the wrong decision to cut swimsuits and clothing business.

In the Chinese market, there has been a problem that has been neglected by the company.

For Chinese women, the underwear products are too colorful, and the size is not enough for Asian women.

With more and more tailor-made tailor-made products for Chinese women in China and Japan and South Korea, which meet the needs of Chinese consumers and the comfort price parity or boutique underwear brands, the products are not dominant.

In addition, the outdated fashion trend has become a potential risk factor.

Its attractiveness to young consumers is declining, and its iconic sexuality seems to be facing serious challenges.

According to Listen First Media's survey and statistics of brand attention on social media on the day of last year's Paris's "Wei Mei Da Xiu" held in Shanghai last year, the brand related organic dialogue decreased by 34% compared with last year, and the search volume of related topics also decreased by 12% compared with the same period.

20 years ago, there was no worry about the traditional pattern of the visa, but now it has not been involved in many millennial concerns, such as gender identity, diversity, environmentalism, feminism, and other hot topics.

Today, for a highly socialized millennial generation, it is not cool enough for the lingerie without any additional value except sexy.

A positive sign is that in recent two years, with the help of the trend of fitness, Wei Ming has created a new topic by publicizing the lifestyle of maintaining a healthy body with supermodels.

However, as more and more sports brands begin to aim at the fitness field, the "uniqueness" of the location is under pressure.

There have been many changes in the underwear market in recent two years, and sports underwear is constantly eroding traditional underwear market.

According to Bloomberg reports, A.T. Kearney consulting company data show that sports underwear as a separate clothing category, sales in 2016 amounted to 3 million 500 thousand U.S. dollars, up 20% over the same period last year, while sales of traditional underwear decreased.

Young women prefer sports lingerie, and 015 years of survey data from market research firm NPD show that 41% of Post-80 women said they had worn sporting underwear in the past week.

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Sports underwear continues to erode traditional underwear market.

Chief executive Leslie Wexne also admitted that the popularity of sports products such as sports underwear, minimalist steel ring underwear and so on was too slow, causing consumers to flow to traditional sports brands such as Lululemon and Nike.

The slow growth of products, the cut of swimsuit business, the stagnation of the US market growth, and now, the attempt of the secret market to expand through the Chinese market is urgent.

But if we can't turn the attention of consumers to products through the show, even if the tickets are sold to 300 thousand, the show will be a "Carnival".

The exaggeration of social media often conceals deep-seated problems behind the brand. The next step is to think about how to better provide more fresh products and bring consumers back into the store.

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