In Order To Compete For Young People, Dior Became The First Luxury Brand To Enter The Jitter.

The competition of luxury brands among young people is becoming increasingly fierce. Whoever wins first will become the winner, especially in today's huge potential.

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As a manifestation of brand younger, the importance of digitalization is constantly being proved.

According to the fashion business news, the French vibrant voice account of Dior luxury brand is officially certified. Up to now, the account has released 13 short videos, and has received 174 thousand praise, which has accumulated 33 thousand fans. From the time window, Dior has been quietly testing water for four months in a time window.

The latest 5 short video contents of the account are related to the DIORAMOUR series China exclusive limited edition handbag launched by Dior in July 30th. Like last year, Dior invited Chinese brand ambassador Angelababy, brand friend Wang Likun, Tian Jing, Sun Yihan and fragrance ambassador Wang Ziwen to shoot an advertising video for the DIORAMOUR series.

Click on the "new product line" below the blue V account, and you can jump to the purchase page of the handbag directly.

There is no doubt that this means that where there is traffic, luxury brands must be intercepted.

With this Dior entering the jitter and Issuing the DIORAMOUR series China exclusive.

Video, for example, in addition to the official account, Angelababy with 31 million 550 thousand fans in the quiver also released the same video, and mentioned Dior's vibrant official account, which successfully drained a large number of fans for the brand.

Angelababy's certification voice account has released a promotional video of DIORAMOUR series, up to 224 thousand praise.

In addition, DIORAMOUR series China exclusive limited edition.

It has officially landed on Dior Tanabata online limited time boutique, which is decorated with love and "amour" bead embroidery DIORAMOUR. It is made of white calf, priced at 34500 yuan, and supports WeChat payment.

It is noteworthy that although there were precedents for successful advertising of vibrant luxury brands, the bold young Dior was the first luxury brand to officially enter the vibrant account.

The Dior vibrate official account has released 13 short videos in 174 thousand short months.

In the past year, the short music video of APP has become the necessity of China's 95 mobile phone. It is also a dark horse that stands out from the cracks between micro-blog and WeChat's two social media giants.

Jitter was introduced in September 2016. After a period of promotion, it was launched in 2017, becoming the second ranked app in Apple China Mall and ranked first in video and photo applications.

According to official data released by jitter, the number of monthly active users in the world is over 500 million.

This is the first time that jitter has released its global monthly active user data.

Just last month, jitter announced that China's daily life was 150 million, and its monthly living rate reached 300 million.

At present, 85% of the users are under 24 years of age, 70% are women, most of them come from families in the first tier cities, which is good news for luxury brands.

Earlier this year, a report by Bain pointed out that the millennial generation is the main driving force of China's luxury goods industry. In 2017, the number of luxury goods purchased per person was 8, while that of other people was 5.

At the recent Tmall beauty summit, brands including Estee Lauder, Procter & Gamble and L'OREAL said young Chinese women were more willing to invest in luxury beauty products than ever before.

Obviously, the shaking of a large number of young users is a rising traffic pool, because it has become the new battleground that many brands are eager to enter.

In addition to Dior, Chanel, which was originally digitally respected, was also found to cooperate with jitter in recent days.

A blue V account called "the sound of a better life" has been announced earlier, "the 0 premiere every day, the 12 segment Chanel J12's beautiful presentation". The way of release is similar to Taobao's theme short video. At present, there are 12 Chanel J12 watch videos on the Internet.

It has been pointed out that cooperation between Chanel and jitter is not surprising, because to find young people, shaking is not a platform.

However, Chanel does not currently have an official account.

The picture shows the cooperative project of blue V account and Chanel J12 wrist watch.

Michael Kors is the first luxury brand to cooperate with the depth of trembling. Last year, the theme of its challenge, the city's T station, refused to accept the "THE WALK" concept, which has been a great success in the global digital marketing. According to the statistics challenge line, only a week attracted more than 30 thousand users to create short videos spontaneously, harvesting more than 200 million playback volume and 8 million 500 thousand points.

Michael Kors told fashion headlines that this cooperation has touched younger and more fashionable groups. They were not fans of Michael Kors. But through this challenge, they gradually felt that Michael Kors was also a cool brand, refreshed their cognition of brand, and gradually pformed a group of non brand consumers to Michael Kors cognition and goodwill, nurturing young people and pforming them into potential consumers.

Some analysts believe that the brand should be targeted to produce marketing content according to the characteristics of different platforms.

There is a way of running micro-blog on micro-blog, with a vibrato style.

Another industry pointed out that luxury.

The marketing of brand on vibrato can improve the conversion rate by means of the flow star effect, and it is also the most direct way to get attention and communication.

Obviously, after Dior, luxury brands are landing in the morning and evening. After all, the essence of luxury consumption is actually social networking.

However, it is controversial and difficult to control whether the jitter is really suitable for the whole luxury.

There is still a doubt.

Take the Chanel J12 watch as an example. Although the account has tested several short videos, it is still familiar with the big advertising wind. The average video quality of a single video is 50 thousand.

And the Adidas, Audi and other brand ads that have already landed on the flare haven't got the ideal exposure and traffic, and still occupy a lot of space in the jitter client.

However, despite the doubt that luxury brands still exist on the platform, official entry can make brand fans feel more belonging. At the same time, it can provide more fragmented and more visual content output to the brand, filling the blank area of WeChat and micro-blog.

There is a view that micro-blog, WeChat and jitter - the "double micro trembling" matrix is the most suitable brand for better localization marketing in China.

As a matter of fact, Dior has always been the first to eat crabs among its competitors, and this is the first luxury brand to buy handbags on the domestic line.

On the face of it, from the appointment of Angelabay and Zhao Liying as the brand ambassador to this time to become the first luxury brand to enter the chattering industry, some marketing initiatives of Dior have really caused controversy, but at least in the past two years, the brand has become one of the most popular luxury brands in China.

At present, under the leadership of creative director Maria Grazia Chiuri, Dior has become the most rapidly developing luxury brand besides Gucci.

Although LVMH never disclosed the specific performance data of its brand in the earnings report, the group said in its first quarter earnings report that Dior fashion department made a great contribution to the growth of sales. According to the data, the organic growth of 12% in the first three quarters of last year.

It is reported that LVMH's expectations for the new CEO Pietro Beccari are the Dior that just merged into the group.

Business is further, and Dior fashion sales are expected to expand to 3 billion euros in 2020.

Despite the leadership of the original CEO Sidney Toledano, Dior performance has remained stable, with an average annual growth of 12% since 2000.

In order to achieve the balance of maximum interests in the fast changing fashion industry, Dior, who is truly familiar with the other side of social media, has obviously placed its influence on the influence of celebrities and young people.

In the luxury industry, which is subverted by social media, luxury brands must continue to approach young consumers if they want to spread information more efficiently.

Whether the Dior is going to be in a trill is visionary or whether the long-term effect of the strategy remains to be tested, but for the luxury group, performance and data are the most convincing evidence.

According to the latest edition of the fifth edition of the Boston Consulting Group BCG and Altagamma, "real luxury global consumer watch", Chinese consumers have already accounted for global luxury goods.

32%, and by 2024, this figure is expected to rise to 40%, with the increase coming mainly from the millennial generation.

Now, the luxury industry has reached a high level of consensus that brands must innovate through new products and marketing strategies to catch up with the growing Chinese millennials with a growing consumer power.