Gucci Has Donated 100 Million LV To Donate 200 Million. Is Charity Also Brand Marketing?

Around 6:50 p.m. local time on April 15th, a serious fire broke out in Notre Dame de Paris, France.

The fire started in the attic and spread very fast.

The entire interior of the Notre Dame de Paris is burning, almost destroyed, and the spire has collapsed in the fire.

After five hours of fighting, the firemen seemed to have kept the fire under control.

The two bell towers of the church were preserved, but 2/3 of the roofs were burnt down.

Notre Dame de Paris, after 850 years of wind and rain, survived the two World War, but did not evade the accident.

This incident has not only occupied the front page headlines of British and French newspapers, but also the world is concerned about this event.

Gucci boss donated 100 million euros.

In the event, Pinault wrote in a statement: "my father (Francois Pinault) and I decided to take 100 million euros from altemis fund to participate in the comprehensive reconstruction of Notre Dame de Paris."

Francois Henry Henry is the chairman and chief executive officer of the international luxury group, Kai Yun group. Its brands include Gucci (Gucci) and Laurent (Saint Laurent).

He is also the president of Groupe Artemis, a French holding company, which owns an art auction house called Christie 's.

LV subsequently donated 200 million euros.

Followed by the French luxury goods giant LVMH Group Chairman and CEO Bernard Arnault, he announced that it will invest 200 million euros to repair Notre Dame de Paris.

LVMH group includes luxury brands including Louis Vuitton, Christian Dior, CELINE and so on.

2 well-known luxury magnates have donated money, and netizens have questioned that the event is based on the brand marketing of Notre Dame de Paris, which is charity marketing.

Some netizens mentioned our Old Summer Palace incident. Wasn't it because they set fire?

Now the fire in Notre Dame de Paris is a pmigration of heaven.

In fact, we need to remember history, but this incident should not be taken for comparison. After all, this is a very sad day for the French people. We should not let this incident out.

The president calls for face saving.

Speaking of the truth, the donation of the brand in this event will be suspected by the potential marketing, but it is not the final conclusion. We have guessing and analyzing the reasons as follows.

First of all, the French President Mucklow said on the same day, but in the TV program, "we will rebuild the Notre Dame, because this is the wish of the French, because this is our history, because this is our fate."

And announced the information on public donations, calling for the participation of the whole nation and even the international community.

Practice has proved that the president's remarks made it possible for Notre Dame de Paris spokesmen to repair Notre Dame de Paris for several years, and temporarily unable to predict losses.

According to relevant sources, it is estimated that 150 million euros (about 1 billion 140 million yuan) will be needed for the restoration and reconstruction of Notre Dame de Paris.

At present, only the group of LVMH and cloud group has donated as much as 300 million euros.

Second, the two brands were also involved in many donations without the president's call. For example, in 2017, the LVMH group announced that it plans to invest 158 million euros to rebuild an abandoned museum near the Louis Weedon foundation Museum.

In 2016, the private museum of Kai Yun group settled in Paris. The Paris commercial exchange building where the museum is located is funded by Pino and his family.

It must be mentioned that in 2013, Pino of Kai Yun group contributed to buy the bronze rat head and rabbit head lost by the Old Summer Palace, and returned it to China without compensation. The two heads of animals are stored in National Museum.

We must express our thanks here.

Speculation after events

Here we exclude all cultural factors, such as cultural history, national hatred and family hatred.

Analysis of the advantages of the brand to do so, what are the actual help to the brand?

First of all, the high premium of luxury brands need not be said more. In the consumer class, the brand value is far greater than the cost price. One of the important factors of its high premium is cultural factors.

Taking GUCCI as an example, why has helm Alessandro Michele been interested in finding artists' cooperation since she took office and has made a lot of fuss about art and fashion?

You can see all kinds of CO artists, and you can find them in GUCCi, such as illustrators, painters, sculptors, museums and so on.

If such speculation is correct, GUCCi is to make the brand tonality into a variety of art and culture representatives, to trigger the butterfly effect.

Another important point is that the nature of the Notre Dame de Paris incident is very much the same as GUCCi's unity of knowing and doing.

Consistency is also required for brands.

After the incident came out, GUCCi took the lead in giving voice to one hundred million euros, while LV followed up later.

Of course, I'm just guessing that LV thinks that the speed is not enough to make it useful. If you give me 100 million out of 200 million, I feel that if this is the case, LV's response will be slow and slow.

GUCCi has a high degree of knowing and knowing motivation.

I personally agree with this view that whether a person is reliable or not depends on what he says and what he does.

Put it on the brand, is it not?

The front foot advocates environmental protection, the rear foot is also incineration and the brand that destroys the environment, there are many. At present, we can not use data to prove the loss.

But I want to say that if the brand has a high degree of unity of knowing and doing, it will produce a lot of brand influence in the society, especially on the social psychological level.

As we said before, GUCCi is most interested in working with art and culture. Why?

Because it can enhance the consumer's awareness of brand.

So this can affect the outcome. GUCCi led revenue last year, and sales rose by 36.9% to 8 billion 285 million euros.

If you are not sure about this, you can not deny it, because no one of us dare to say that GUCCi's cultural tonal packaging has nothing to do with the rise in sales.

This Notre Dame de Paris is just the best event of GUCCi, and the brand with cultural tonality touches on cultural attributes, and it responds quickly, at least faster than LV.

This also shows that GUCCi is highly sensitive to art and culture, and sensitivity is also a necessary factor for brand building.

The loss of culture is a loss to the whole people. You can see the real sadness of the people in France and even in the world.

In recent years, the importance of GUCCi to art and culture is more and more obvious, and when does not donate more?

Moreover, the president has called for a rare opportunity to add a layer of hard work and kill two birds with one stone.

Moreover, this incident is not only concerned by the whole world, but also by the attention of our industry's vertical field. The exposure GUCCi is clear.

Donate 100 million euros for 1 billion euros, and GUCCi finds it easy.

With exposure, we are afraid of nothing.