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

"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.