Burberry Did Chinese New Year Ads Do Not Do In Rome As The Romans Do?

According to the world clothing and shoe net, recently, the British luxury brand. Burberry Micro-blog announced the choice of Chinese actress Zhao Wei and Dongyu Zhou. brand The latest endorsement and the 2019 New Year's new year's "modern new year" advertising film were directed by the American model and photographer Ethan James Green. However, after the release of the controversy, the model's expression of indifference, movement alienation, there is no Chinese New Year's atmosphere of joy, a strange feeling. Arouse people's doubts about the understanding of brand Chinese culture.

The whole family is not acclimatized.

This is also the first time that Burberry has released an advertising film about China's new year's related themes. It is intended to consolidate the dominant position in the Chinese market while taking advantage of the new announcement of the spokesman's voice. However, because of the ignorance of Chinese culture (or neglect), the stock price has plummeted. market Influence.

Photographer Green, as a newer photographer, prefers the portrait of the characters. He has taken a lot of advertisements for Calvin Klein and Helmut Lang. He likes to shoot photos of people who embody the personalities of models with black and white tones. From his INS, he can see that this advertising blockbuster is also his style.

Ignoring the theme of reunion and aesthetic mapping, the performance of this group of pictures is pretty good, at least showing a modern spirit of a small family.

The phenomenon of difference is not accidental.

Netizens jokingly call this group "modern new year" advertising blockbuster meaning "family is to be neat". This seemingly ordinary saying is quoted by a zombie film before, and it has a bit of terror from now on. And on the whole, this incident is not an accident. It is like the fear that every year's big talk is dominated by the "P".

From a large atmosphere:

Although the red line used in the Chinese New Year is used, the tone is very depressed by the late adjustment. With strange scenes and meaningless background plates, a lack of smiles, too much "advertising" expression, and a seemingly disconnected stance, the "family" seems to have no new year's festivity. The photographer's way of expression is to show "modern new year", which is indeed very modern, but there is no new year's breath of Chinese culture in one sidedly paranoid understanding.

In other words, the selection of the model seems to be the image of the Chinese in the concept of foreigners. The Chinese young men caught in the Shaolin Temple shooting scene, the middle-aged men who came through the Hong Kong opera in the last century, even the granny were the most popular back of the "Shanghai" era. It doesn't look very much like the appearance of the Chinese New Year.

From the perspective of retouching techniques,

Apart from the strange atmosphere of the whole family, the individual photos of the spokesmen seem to be a lot of normal. But this large group of retouching artists has made the fatal fixed defects of overseas models of Chinese models perfectly. Maybe they think that the Asian faces have only two smaller flat eyes of P, and the three models that are not deep enough for P.

Dongyu Zhou is quite natural, but Zhao Wei's face is clearly portrayed as more three-dimensional and narrowed, and the corners of his mouth are asymmetrical. It is impossible to see the shadow of the smart swallow twenty years ago.

But the official release shows a good picture, with black hair and red lips and a high sense apricot twill windbreaker. The air field is full of the charm of mature women. This group of photos is not directly related to the same person. Narrow face makes her big eyes seem to be nowhere, and the downward corners of her mouth are a little harsh. According to Zhao Wei's recent activity photos, the state is very good, so the strange reason for this group of photos is the conceptual mistake of repairing the picture, forcing it to be close to European and American aesthetics.

This is not the first time that Chinese celebrities have "P map" in the world. Fan Bingbing's LV Promo and Guan Xiaotong's Coach blockbuster were all screamed. Who is this?

Do brands need to be in Rome as the Romans do?

"Do in Rome" does not only mean entering other countries to respect the culture of other countries. In such an age of information development, every official act of the brand needs to be discreet. Some people commented on the incident, which is similar to the DG incident, which is different from the DG's blatant disgrace to China. However, the one-sided understanding of Chinese culture and the error caused by the Oolong incident are still different.

However, most of the luxury brands seem to have failed to pay attention to the consequences of such incidents. For example, Dolce&Gabbana, who teaches repeatedly, has been forced to withdraw from the Chinese market after a heavy loss. Recently, a group of promotional films in Italy was taken to mean discrimination against the people of Beijing. It also proves that they did not reflect on the photo taken by the brand models and ordinary people.

In contrast, the Prada suspected racial discrimination in the past few days was relatively sincere, and the Otto cartoon character product (monkey) was introduced to discriminate against black groups. To this end, they said they would set up an advisory committee focused on multicultural styles to express their faith in fighting for racial equality.

When we enter other countries, we need to pay more attention to local customs. Not only can we be withdrawn from the market, but also we respect different cultures. With the development of the culture of life, the clothing industry is paying more and more attention to the cultural connotations of products. From the angle of business, only the products of "do in Rome do as the Romans do" can really touch people's hearts.

The cold winter in British Retail makes the brand more dependent on the Chinese market.

The cold winter in the British retail industry has not passed yet. Not only is the British brand New Look and TOPSHOP losing ground in the Chinese market, according to the survey, in 2019, the British retail industry is expected to cut 164 thousand jobs, and the wastage rate increased by 20% compared with 2018. It is expected that over 2.2 stores will be closed.

According to the data of the first half fiscal year, the British group has a huge exposure in Asia, especially in Greater China. Of the 442 direct outlets, 200 are located in the Greater China region, and the Greater China stores account for the most among the traditional luxury goods groups.

Burberry, as a British brand, will be more dependent on the Chinese market when it is worried about the local market. In the 17-18 fiscal year, Burberry group's 41% revenue came from the Asia Pacific market, far more than 36% of the EMEIA market and 23% of the American market, and the Asia Pacific market 90% was also the most direct market.

At present, the main market of luxury goods is very dependent on China. In the absence of a better solution, we should do more to understand the local culture, so as to reduce the impact of Chinese consumers.

TFS point of view:

From a commercial interest or a historical and cultural point of view, clothing demand that consumers focus on cultural expression is part of the needs of brands. Luxury brands pursue the market of young consumers, and at the same time only pay attention to the cultural and historical factors of brand export, so as to maximize the development of interests.

And this kind of cultural Oolong phenomenon is gradually becoming more and more important with the increasing importance of Chinese consumers. But this is not only a sense of superiority, but also shows that Chinese consumers have a demand for products with cultural connotations. When foreign brands can not meet this growing demand, it can also be a development opportunity for local brands based on local culture.

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