How Can Tiffany Borrow 520 To Win The New Battlefield Of Luxury Marketing?

WeChat, which has more than 1 billion 100 million monthly active users, is becoming a new battleground for luxury brand marketing.

In May 6th, a WeChat friend circle advertisement of luxury jewelry brand Tiffany caused a great response among young people.

The Tiffany combined with 520 Festival nodes to launch Modern Keys special recommendation, through the WeChat small program boutique sale, and put in the circle of friends advertising for social promotion.

The effect of advertising is far more than that of the same industry. The rate of praise is as high as 6 times the average of the industry, and the rate of Interactive Commentary is 3 times that of the industry. The special necklace limited by 200 is sold out in only 6 days in the small program boutiques.

In China, Tiffany has become a senior player in social marketing, and it took more than a year.

After Tiffany's new CEO Alessandro Bogliolo and chief Art Officer Reed Krakoff formally took office, one of the brand new strategies is to allow customers to have a simpler, relaxed and enjoyable shopping experience in Tiffany. This core initiative is reflected in the series of actions taken by Tiffany over the past year.

Tiffany's first trial WeChat small program electric business won the recognition of young audiences. It originated from Tiffany. The brand has always emphasized "love and dream" in WeChat platform content creation and meticulous touch up, so that the brand idea and the audience touch scene achieve a high degree of agreement.

For many ambitious luxury brands on the Chinese online market, Tiffany's innovative social marketing strategy is undoubtedly of great reference value.

The high-end luxury brand with 182 years of history has firmly grasped the hearts of contemporary young consumers through social networking, big data mining and brand culture.

520 holiday emotional marketing

Emotional marketing has always been an important way for luxury brands to carry out brand promotion. However, in recent years, in view of the Chinese market which is different from the European and American markets, the luxury brands begin to grab consumers' attention on the more localized emotional attributes. However, no matter what form and opportunity, luxury brand marketing is all around the line.

Whether consumers are from offline or online contact with brand determines the difference of consumer behavior.

For example, when people shop online, consumer decisions tend to be more direct. Decisions are made through physical store experience and salesperson's information pmission. The environment is more closed and information noise is relatively small.

But on line, consumers are more inclined to "discovery shopping". They often do not have the purpose of buying in advance, but rather impulse to stimulate consumption on the Internet with some "unexpected encounter" process. Such consumption behavior is often random and perceptual, which means that online marketing of brands is more dependent on content. Only good content can activate consumers' shopping "switch".

Tiffany plays an important role in luxury marketing.

With the help of the emotional stories that are echoed with the brand culture, it is the logical basis for the success of emotional marketing to produce content that is more in line with the characteristics of young consumers and online scenes.

Tiffany the success of the marketing of social business is the help of 520 emotional festivals. The cultural value of "love" and "dream" advocated by the brand itself has long been deeply rooted in the hearts of the people. Combined with the "520 days" node, we create high-quality content and realize this successful emotional marketing.

Since 1837, marriage and love culture has been one of the core concepts of Tiffany brand.

In 1886, the founder of Tiffany pioneered the Tiffany Setting six claw diamond ring and pioneered the history of proposing diamond ring. In the past 130 years, this diamond ring has not only become the most popular and popular choice, but also closely linked Tiffany with "proposing" to become the pronoun of "love".

In 1961, the famous movie star Audrey Hepburn's classic movie Tiffany breakfast further linked Tiffany with "dream", and created a dream of Tiffany diamond ring with a blue box package for many female consumers.

Audrey Hepburn, who eats breakfast outside the Tiffany window, becomes the embodiment of countless female consumers looking forward to Tiffany.

Love and dream, as the foundation of Tiffany culture, have never been shaken.

How to enable young users to understand and accept brand culture is the primary challenge of brand younger.

In fact, marriage and love culture never quit the stage of history. Young people still need brands that can truly represent their sentimental views. How to communicate with young people has become a new direction of brand thinking.

Therefore, in the younger pformation, Tiffany also emphasized the modern view of love in the recent brand communication, firmly believed that love is not equal to age, race and region, and true love is above everything else.

It is noteworthy that any culture is regional, and Chinese marriage culture is different from that of Europe and the United States.

On the one hand, the "confession culture" reflected in this publicity copy is a unique phenomenon of Asian culture.

On the other hand, Tiffany chose Liu Haoran, a more familiar and beloved local audience, as a promotional image. He also won the support of the young camp for this marketing.

WeChat advertising, through crowd data packet mining technology, helps Tiffany orientate Liu Haoran fans to effectively enhance the interaction, commentaries and praise rates of advertisements, and achieve better social communication through the active forwarding and sharing of fans, so as to maximize the fans' effect of celebrity endorser.

The intersection of brand culture and 520 emotional marketing makes Tiffany's marketing appear natural and unintentional, and more easily accepted by young consumers.

At present, Chinese popular culture often involves marriage and love culture, which provides more marketing opportunities for Tiffany, which is closely related to this culture.

Innovative use of luxury brand social business

In order to maintain its own brand tonality and value, luxury brands have long maintained a certain distance from consumers to maintain mystique.

With the millennial generation and even younger people gradually becoming the main consumers of luxury goods, keeping the "high cold" will make the brand lose the new generation of users.

In order to adapt to the new market changes, brands must pform their communication objects and ways.

As we mentioned before, the online shopping of consumers often stems from the consumption impulse generated by their "unexpected encounter" with information.

As consumers' shopping paths change from "search shopping" to "discovery shopping", their shopping decisions are more easily affected by the information received daily, especially the millennial generation. They use mobile providers and social media as the preferred channel to obtain brand information.

This means that luxury brands must be integrated into the lifestyle of consumers.

In China, WeChat is the way of life for young consumers.

Tiffany grew from the novice of social marketing to the "super player" in WeChat ecosystem. It also began to realize that WeChat is not only a social media, but also a way of life.

McKinsey's latest China luxury report 2019 title has pointed out the direction of change - Social fission: China's "post-80s" and "post-90s" spawned new global luxury racecourse, and luxury brands are on the way to socialization and youth.

In China, WeChat, which has more than 1 billion 100 million users, including WeChat, is a powerful partner to help luxury brands achieve this change.

In May this year, Tiffany selected the WeChat small program to launch a time limit boutique, from a circle of friends to jump directly, loading speed, seamless link.

Combined with WeChat's payment, from heart to order, the experience fluency has improved significantly, and sales pformation effect has also been significantly improved.

In fact, in recent years, more and more luxury brands choose to open small program flash shops in holiday marketing of luxury brands.

Although activities are limited, the small program is a brand's long-term asset. It serves as an online sales channel, service platform, brand product display platform, customer relationship management platform and other functions to precipitate fans and retain customers.

According to fashion headline statistics, nearly 50 luxury brands have launched small programs, of which 76% have sales and pformation capabilities. Last year, there were at least 15 representative luxury brands on the seventh night of the seventh year.

Among them, 10 brands set up a special small program Limited shop for the Tanabata series, becoming the biggest highlight of last year's luxury brand Tanabata marketing.

In last year's "double 11" shopping ceremony, according to official data released by WeChat, compared with last from November 1st to 11th, the DAU of brand self operated small programs increased by 7 times in the same period this year, and the paction volume increased 22 times.

Tiffany chose the online boutiques on the small program, not only to ensure a smooth user experience, but also to focus on accurate crowd orientation, long-term customer maintenance and data mining in WeChat ecosystem.

The advertising of friends circle helps Tiffany effectively reach the most suitable user group.

Through WeChat's interest tag orientation and advertising re marketing capabilities, Tiffany not only covers the loyal users of the brand, but also attracts more potential consumers with the help of the 520 marketing, so as to achieve double effects of sales pformation and fans accumulation.

Successful product selection

The product is still the foundation of any brand. The success of marketing lies not in the subtlety of marketing means, but in the creation of a complete closed loop from product to marketing, and then back to the product.

Tiffany 520 marketing gives a correct demonstration of how to attract more and more smart consumers.

The Modern Keys special recommendation for sale is based on the most classic Tiffany Keys key brand series, which has always been the classic style of recognition and yearning for high-end consumers. It also implies "unlimited possibilities".

Modern Keys is a new product of Keys Series in recent years. Its design is concise and modern. The price is also the entry level of this series, which is very suitable for young consumers.

This special sale has created a "pair of life" marketing concept through two Modern Keys overlapped, and put the original connotation of the series in the context of love rationally, which skillfully echoed the confession scene of 520.

It is a basic requirement for a marketing to choose the right product, use the appropriate emotional content and pass it through the right way.

From the case of Tiffany, it is easy to see that luxury brands want to play social marketing in the WeChat ecosystem. Not only do they need to change their marketing thinking, but they also need to go deep into farming for a long time. Instead of one or two marketing initiatives, they can fully understand the different production capabilities and resource values of WeChat's ecosystem, and make better use of the integrated marketing value through the combination strategy.

Tiffany undoubtedly achieves win-win results in product selection and marketing strategy, which is ultimately reflected in performance.

In the 2018 fiscal year ended January 31st, Tiffany sales increased by 7% to $4 billion 400 million over the same period, up 4% from sales, and net profit rose 58% to $586 million from $370 million in the previous year.

During the period, sales in the Americas grew by 5% to US $2 billion, while sales in the Asia Pacific region increased by 13% to US $1 billion 200 million.

Tiffany shares have risen more than 20% this year to $95 a share this year. Last week, they re broke $100, and their current market capitalization is about $11 billion 600 million.

The key to Tiffany's success lies in its insight and dialogue with young Chinese consumers.

WeChat has become the most influential platform for Chinese luxury consumers.

Some analysts believe that this means that for luxury brands, when future users need to inquire or purchase products at the cell phone side, it will be very important for WeChat to search the brand's small programs for the first time, because this may be the key to widen the gap with the competitors.

Author: Drizzie