Five Key Points To Understand The Battleground Of Luxury Marketing

In 2018, the digital marketing of China's luxury goods industry was in the white hot state. From the touch crowd to content marketing, from offline drainage to membership service, how to effectively use social traffic, integrate online and offline channels, and attract consumers of luxury goods in an all-round way has become the focus of attention of many brands.

After 2018 Tencent advertising marketing service line luxury industry Marketing Summit, Song Qiong, director of Tencent advertising marketing service, explained the classic brand case of Tencent advertising marketing service line in the luxury industry.

Use scenario to locate consumers and reach potential customers.

WeChat has a large user community. These users are different in their areas, income levels and personal preferences.

How to pfer information accurately to the target consumer group from such a complex user composition has become the first problem that all luxury brands need to face.

In August 1st this year, French classic luxury brands.

Through the circle of friends, the brand wedding ring series has been released.

The video asked a question, "how should I use my new ring?", arousing the curiosity of consumers, presenting the historical background, inspiration and product pictures of the five major Hermes wedding rings, and matching them with a video with a French style.

In this advertisement, if the definition of tagging is not enough to reach the target audience accurately, it is possible to promote the advertisement. In addition to the usual jewelry lovers, the Tencent advertising marketing service line helps Hermes find the users who are really in need of the wedding ring, push them for this wedding ring advertisement, and use lookalike to find other similar user groups according to the representative characteristics and behavior patterns of the typical seed users of Hermes, so as to help Hermes quickly and accurately find and expand potential customers, and accurately locate potential people by using scenarios and technologies, thus locking the target audience for Hermes.

This is the first time that Hermes has put in the advertising circle of friends on Tanabata. It is also the first time that it has promoted the wedding ring through online channels in China. This series of advertisements is not unexpected. It has become the best WeChat friend circle advertisement ever launched in 2018. The total exposure is over 25 million, and the rate of praise is nearly 8 times that of the industry.

Open marketing content control, brand autonomy, diversified content marketing

Luxury brand is an important part in building brand image.

This is the most advantageous point of WeChat ecosystem in the view of Tencent advertising marketing service line.

For luxury brands, brand image and positioning are very important and sensitive.

If it is too popular, it will make the brand "high-end" positioning affected, and can not play the desired effect of marketing.

Because of this, many brands will strictly control the content of marketing.

At this point, WeChat has completely controlled the marketing content of the brand.

Brand can launch its own marketing content of continuity based on its brand image, positioning and history.

On the seventh day of the seventh year of the year, "gorgeous ambition" has once placed advertisements on all major brands on WeChat's friends circle. Luxury brands provide consumers with unique brand characteristics of Tanabata marketing:

Italy luxury brand Bottega Veneta pushes a video advertisement, click the specific button to enter the H5 page, users can design personalized dating letters for their partners through H5, and send a blessing to their partners through recording.

On the seventh day of the seventh lunar month, they chose the advocate spokesperson's mode to promote. Du Jiang and Huo Siyan were invited to shoot a four minute movie about two years of five people who had known each other for love.

At the same time, WeChat will analyze and understand consumers' consumption habits and preferences based on the data ability of large user groups, and provide targeted suggestions for brands, so that brand owners can control the contents of advertisements while attracting consumers, and at the same time, they can control the cost of advertising input.

For example, when MontBlanc put in the advertising of friends circle, the advertising system will calculate the conversion value of each exposure through historical pformation data, and control the cost dynamically.

Managing brand data assets, WeChat becomes a key channel

WeChat applet has an equally important role in brand: the key channel of brand data asset management.

Brand data assets can not only help the brand to directly and effectively recognize the effect and performance of marketing, but also be an important basis for understanding Chinese consumers and recognizing the behavior patterns of user groups.

China, as one of the most important markets in the luxury industry, is a development opportunity that all luxury brands can not ignore.

But Europe and the United States do not have social media like WeChat, so they are hard to understand intuitively about social media users.

Through the analysis of data obtained from WeChat and small programs, they can understand more accurate user group portraits and make targeted adjustments to the marketing in the Chinese market.

Ms. Song Qiong said: "we often need to remind the brand that consumers' data insight through your small programs is your assets.

Many brands will ignore this. "

Effective use of online channels for offline drainage activities

In addition to online marketing, offline activities are also important tools for luxury brands to interact with users and build brand image.

How to use the rapidly rising online channels to better promote offline events and drainage has also become the focus of attention of major brands.

From April 21st to August 5th, senior jewelry brands

A retrospective exhibition of "When Elegance Meets Art elegance beauty" was held. During the period, WeChat's circle of friends was launched to promote and drainage the exhibition.

In this friend circle advertisement, users can jump to the corresponding page directly by clicking the small program entry in the advertisement, and can purchase the exhibition tickets at one key.

This advertisement has achieved more than 20 million exposures, covering 8 million users and generating more than 260 thousand interactions.

In addition to Beijing and Shanghai, advertising has also gained better results in the two or three tier cities.

luxury brand

This year's Prada art exhibition and Prada Linea Rossa Limited shop in Shanghai also adopted online booking mode, and through a series of precise launch, to add strength to activity popularity.

Membership service capability hidden behind WeChat payment

WeChat payment has become an indispensable part of many people's daily life. It has also become a means of payment supported by many luxury stores, which makes the offline shopping experience of the brand more fluent and concise.

In addition to convenient payment, many brands also provide users with better quality membership services through WeChat payment.

According to the "China's new generation of fashion consumer white paper 2018" released by "gorgeous China", shopping experience / service is ranked first in the survey of "the easiest way to make you feel good about the brand". 13.5%

It is a headache for many consumers to manually fill in all kinds of information, and then join the process by the staff member.

At present, many brands have introduced WeChat scavenging a key to join the membership or WeChat pay a key to join the form of membership.

Besides being convenient and efficient, WeChat can share user information with the brand after gaining user authorization, thereby helping the brand to strengthen the store shopping experience.

Through the way of scanning code, shopping guide allows customers to fill in some basic information, such as names, shopping habits and preferences, etc., which allows shopping guides to provide personalized service for consumers.

On the other hand, customers can also check the relevant information of their products by scanning the code. For example, the fabric used is designed by the designer to reduce the dependence on shopping guide.

At present, the number of monthly active users of WeChat has exceeded 1 billion people, and WeChat's small program uses more than 200 million users per day. At the same time, this data is growing rapidly.

For luxury brands, to reach consumers through traditional ways, they need not only invest a lot of money, but also the effect is very difficult.

WeChat's huge customer base can help luxury brands to sell and promote these hard to reach consumers under the premise of guaranteeing the cost.

In fact, WeChat's ecosystem of friends circle, small program, WeChat payment and so on are not independent marketing tools. On the contrary, they are part of Tencent's huge product matrix.

Interaction and synergy with other channels such as QQ, Tencent video, daily express and so on are also a major advantage of WeChat and small programs.

Ms. Song Qiong said that WeChat, as a social tool for universal coverage, is using WeChat in many young people's parents and families.

But many young people do not want their elders to see what they share. This prompted them to turn to the QQ tool, enabling them to be able to express themselves more freely in a more peer environment.

Therefore, the trend of QQ user groups to become younger and sink is quite obvious.

In the product mix of Tencent's advertising marketing service line, the difference between the user groups of different platforms and channels enables them to provide a more comprehensive and diversified potential customer base for the brand, so that different brands can reach different customers.

The advertising products of the entire Tencent advertising marketing service line, especially WeChat, have become the battleground of luxury brand marketing. The key to opening up the Chinese market is that whoever can win the competition can win the upper hand in expanding the Chinese market and exploring the competition among new Chinese consumers.