Does The "Buddha" Spokesperson Buy Luxury Goods?

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In order to win the recognition of consumers in the digital world, it is not enough to simply pfer marketing scenarios from offline to online.

In China, the mobile Internet has ended the market in the era of straight line racing. The digital marketing of luxury goods needs more rational and in-depth thinking.

The rise of young consumers has seen new opportunities for luxury brands, but they have also brought new challenges from their way of thinking to their spending habits in the mobile Internet era.

For example, the traditional forms of advertising are mostly

The flow of information pmission, it is difficult to achieve communication with consumers, especially in the face of young consumers, but also need to have new narrative style and strong personality image of the content products, from "material consumption" to "spiritual consumption", "quality consumption".

According to the world clothing shoes and hat net, in 2017, Tencent news brand story editing room, respectively, with the Burberry and Montblanc's two luxury brands, built the brand story with experiment and recognition, so that the brand can establish effective communication with young consumers, achieve emotional resonance, and bring new thinking to the digital marketing of luxury brands.

This is the organic integration of brand spirit and original content achieved by the Tencent news brand story editing room by integrating its own professional content production, creative production, new media technology and data insight and so on.

Understand the target audience deeply and get the recognition of young consumers.

For Burberry, a luxury brand with a history of more than one hundred and sixty years and an aesthetic mark of a British gentleman, how to understand the current young consumers in China and establish effective communication through their favorite ways is an important challenge for them.

Burberry, in collaboration with the Tencent news brand story editing room, wrote the release of the young user insight white paper and used the theme of "full screen", "this brand is 161 years old, but has lived 16 years of youthful vigor" and "social networking powder 40 million +, Burberry has found the right way to open up young people's purse".

The young user insight white paper combines with the Tencent DMP data management platform for in-depth analysis and accurate portrait of young consumers. Starting from the latest trend of the brand, with the help of Tencent news cross channel industry survey, celebrity interviews and other ways, the young people's personality characteristics and reading, advertising clicks, consumer culture preferences and other in-depth thinking.

On the one hand, the article shows the most realistic aspect of young people to the young people.

A deep understanding of the trend of consumption and a deep understanding of the lifestyle of young people has strengthened the recognition of brand value and the sense of brand belonging. On the other hand, it has also made young people see that Burberry is not a "exclusive" of noble and mature classes, but also a new generation of young people.

The two article was spread through the Tencent media platform. On the first day, the number of readers exceeded 100 thousand people. Among them, "the brand is 161 years old, but has lived 16 years of youthful vigor". The clicking rate of the article is as high as 14.88%, far exceeding the industry average.

The original custom content enables Burberry to win the attention and recognition of young people. It helps Burberry to tap the self-awareness and intrinsic value of young consumers and help brands to get through the younger path.

Data insight helps content creativity, brand marketing fine operation

In August 2017, Montblanc released the new star Legacy series watch, announcing Yang Yang's brand ambassador and launching the brand manifesto of the "new man rule", which is aimed at the younger generation.

In order to promote the new star Legacy series, Montblanc and Tencent news brand story editing room go hand in hand to interpret "new man rule", interpret Montblanc consumers' interests and hobbies with big data, analyze the keywords that conform to young consumers' understanding of the "new man rule", and deeply penetrate the new men's portrait through the user data label, and accurately locate the audience to three groups of new men, such as "science and technology", "art" and "striving".

Based on the insights gained by Tencent DMP analysis and the KOL interview, this paper explores the new men's consumption outlook and lifestyle. Tencent helps Montblanc to apply data insight to the brand story content creation, and use the style and attitude that is consistent with the young consumers' recognition to carry out the fine operation of the brand.

The case of Burberry and Montblanc is just a microcosm of luxury brands in the field of digital marketing. For more luxury brands, they are entering a new critical stage of digital marketing.

Their young Chinese consumers, who are fond of thinking, are already following the trend and have deeper self consciousness and value awakening. The social feedback and cultural tendency brought by them have surpassed consumption itself.

In the face of this trend, Tencent can help these brands create and disseminate brand stories, touch people's hearts with accurate insights, and move people's hearts with diverse contents, so that the brand's connotation will be deeply rooted in the hearts of the people.

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