• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    The Marketing Difficulty Of Luxury Brands Is Whether It Is Acclimatized Or Arrogant.

    2019/1/29 13:10:00 42

    Luxury Brand

    "Persistence" is the advantage and disadvantage of the old luxury brand.

    Conservative, they will slow down in the face of great changes in the external environment. This has led to the active marketing of luxury brands in China's social media for a long time, more traditional copying of marketing methods.

    From last year onwards, the situation began to change. We can see more and more that luxury advertising appears in the "dual micro trembling" social channels.

    Despite the fact that the old brand of luxury goods in the West has shown the determination to win over Chinese consumers, the acclimatization of marketing still exists in large numbers.

    Although China's luxury consumption accounts for nearly 1/3 of the global market, the luxury brand has obviously not yet done a real "China marketing".

    The marketing level of luxury goods can be seen from the collective tucking of Burberry's new spring posters in China.

    At the beginning of this year, Burberry joined hands in the flow of big flowers. Zhao Wei and Dongyu Zhou filmed a group of family poster called "the new millennium". But once the poster was released, it was considered "filmed like a ghost".

    Obviously, Burberry intended to win the favor of Chinese consumers, but it led to a public relations crisis and stock prices plummeted.

    In the wake of the D&G insult advertising incident, Burberry soon rolled over in advertisements. Many netizens suggested that these pnational luxury brands quickly change into an advertising company.

    Of course, Burberry's acclimatization is not an example. If we observe the "Chinese style" elements, posters and products of the major luxury goods, we can see that the understanding of these international brands on the Chinese market and Chinese elements is still very superficial.

    For example, Prada recently launched the Chinese style spring posters and videos, which stayed in the 80s and 90s of the last century.

    MAC's 2019 new year limit also extended many years of "Village Flower" plus "female ghost" of Chinese aesthetics, red, butterfly, paper-cut and a series of Chinese elements of violence superimposed, let people feel some overexert.

    Besides, the following 2019 sets of restrictions are much more ugly than the photos on the poster.

    Obviously, this strange luxury "Chinese style" is not a novelty in the past one or two years.

    Giorgio Armani launched the new spring Limited cake in monkey year, chicken year and dog year respectively. The shell is a "Fu" word with Chinese red, and the inner core prints the zodiac pattern. If you do not look closely, you may think it is a copycat product.

    What is even more ridiculous is that Dior launched a red envelope with "dog" in the year of the dog. It was released for a week because of public tuckus.

    Not only is the product design, appearance design, luxury goods in China's marketing activities are also repeatedly surprising, for example, in the second half of last year, Dior released on micro-blog's local video attracted a mockery.

    In fact, Dior is already a relatively advanced international luxury brand in China's localization marketing. They also set up business accounts on vibrato last year. Unfortunately, the data of the operation are not very good, and most of the videos are only in two digits.

    Most of the other luxury brands have not officially voicing the new short video brands such as jitter.

    Acclimatized by luxury?

    Different from the public's intuition, the luxury industry as a branch of the fashion industry, though respected by tradition, has always been high-tech, and the brand side is also sensitive to digital marketing.

    For Burberry, the classic windbreaker is highly praised for its breakthroughs and innovations in the waterproof and breathable fabric technology. Burberry also attaches great importance to digital marketing and social networking.

    According to the UK Brand Report report released last year by social media analysis agency Quintly, Burberry is the most popular British brand on Facebook, Twitter and Instagram, with fans up to 13 million, 14 million and 3 million 300 thousand respectively.

    Burberry has invested heavily in digital marketing for a long time, and has repeatedly been regarded as a benchmark case for luxury digital marketing.

    Therefore, it can be found that not luxury goods are not sensitive to technology and digitalization. Instead, they are still unable to find an effective way to tell Chinese stories and make Chinese marketing, which is behind the pride of luxury goods in China.

    In fact, the vast majority of luxury Chinese team's autonomy in business decision-making is not strong, and many external actions need to be approved by international headquarters. The large amount of information loss and asymmetry during this period led to the collective disapproval of luxury goods.

    According to the interface news report, a luxury brand Chinese team wants to set up the WeChat public number before and after approval for up to one or two years.

    China is a market worthy of "separate custom marketing" of luxury goods.

    In recent years, the decline of luxury goods has become a common understanding.

    But the rapid growth of emerging markets represented by China has led luxury brands to see hope.

    In the 2018 Global Luxury Market Research Report published by Bain Capital, a lot of space has been devoted to the importance of Chinese market for luxury brands.

    The report predicts that in 2025, 46% of luxury goods will be purchased by Chinese consumers, half of which will be purchased in the mainland.

    The report also suggests that China will be "a China that is independent of the logic of the global market", which means that the marketing of luxury goods can no longer "move from the west to the East," but "from the east to the west".

    The difference is that China's social media environment, online channel environment, young people's consumption habits and other dimensions are very different from other global markets.

    For example, due to the improvement of online and offline logistics, the proportion of online consumption of Chinese consumers is much higher than that of other countries, and the consumption power of non tier cities is also very strong.

    As a result, luxury goods have been launched in recent years as Chinese celebrities as spokesmen and stationed in Tmall Jingdong online business platform.

    According to curiosity daily, at the end of October last year, the Group signed a strategic cooperation agreement with Alibaba. Johann Rupert, chairman of the group, said frankly to the Financial Times: "I do not believe that any luxury company can grasp the secret of online sales in China alone."

    How to do well in Chinese marketing is the biggest challenge facing the luxury brand in China.

    To do well in Chinese marketing, it is the key to tell a good story about China.

    In the face of the younger generation of Chinese consumers, a story with a sense of the times, Chinese elements and values will become a good story. A good story can be like throwing stones into the water to bring sustained and stable long tail flow to the brand.

    In short, although the old luxury brand is becoming more and more active in the Chinese market, but once again, the advertising storm tells us that their Sinicization is still in the "self Hi" stage, and again and again, they do not understand China and Chinese culture.

    Author: time interest

    • Related reading

    &#34; Not Fat, Not Standing, Fat Year Happy &#34; Vans Pig New Year How To Touch Young People.

    News Republic
    |
    2019/1/29 13:10:00
    44

    What Is The "Bonus Era" Of Men'S Clothing Expected To Be Lowered By The Annual News Birds And Busen?

    News Republic
    |
    2019/1/29 13:10:00
    22

    Kappa Should Use The Four New Strategies To Rebuild The Trend Movement And Lead The Fashion Movement.

    News Republic
    |
    2019/1/29 13:10:00
    34

    UGG Sheepskin Boots Comeback: Sales Jumped To $1 Billion 500 Million In 2018.

    News Republic
    UGG
    |
    2019/1/29 10:17:00
    27

    2018 Children'S Wear Development Status And Prospects Analysis And Forecast 2019 High-End Market

    News Republic
    |
    2019/1/29 9:22:00
    35
    Read the next article

    How To Choose Earrings? I Tell You The Face Has The Final Say.

    Choosing the earrings and necklaces according to the face is the most reliable way. Come and adorn the little girl's jewelry classroom.

    主站蜘蛛池模板: 免费成人av电影| gdianav| 久99久热只有精品国产男同| GOGOGO免费高清在线中国| 阿娇被躁120分钟视频| 色吊丝最新永久免费观看网站| 欧美性猛交xxxx乱大交蜜桃| 女性无套免费网站在线看| 国产三级网站在线观看播放| 亚洲av女人18毛片水真多| 97精品人妻系列无码人妻| 精品在线免费视频| 日本三级网站在线观看| 国产欧美日韩中文字幕| 亚洲欧美在线观看| www.youjizz.com在线| 老头天天吃我奶躁我的视频| 日韩乱码人妻无码中文字幕| 国产精品亚洲综合五月天| 亚洲欧美日韩综合久久久久| 91成人午夜在线精品| 特级毛片a级毛片在线播放www | 日韩在线一区二区三区免费视频| 国产高清小视频| 亚洲综合av一区二区三区不卡| 一本久久a久久精品vr综合| 蜜桃臀无码内射一区二区三区| 曰韩人妻无码一区二区三区综合部| 国产精品第9页| 亚洲欧美中文日韩在线| _妓院_一钑片_免看黄大片| 窝窝免费午夜视频一区二区| 成人国产欧美精品一区二区| 国产av无码专区亚洲av麻豆| 久久久久久久极品内射| 视频二区调教中字知名国产| 日韩人妻不卡一区二区三区| 国产aⅴ无码专区亚洲av麻豆| 一个人看的www高清直播在线观看| 精品国产一区二区三区不卡在线| 性欧美18-19性猛交|