Versace Is The First Chinese Celebrity Endorsement Star To Cancel The Public Contract T-Shirt Is Under The Electricity Supplier

Italy luxury brand Versace (Versace) has been publicly released by China's first endorsement star for a T-shirt product.

In August 11th, Chinese star Yang Mi announced the lifting of the agreement with the brand as the first Chinese brand spokesperson in Versace. The reason was that in August 10th, some netizens found that the Versace T-shirt pattern was presented to Hongkong and Macao in parallel with other countries.

Although Versace issued an apology letter in August 11th and called "erroneous design", it has been installed and destroyed under all channels, but the majority of netizens did not buy it. Some of them suggested that they should apologize for making an apology on the official website of the official website, and some netizens were dissatisfied with the "design review".

Beijing Business Daily reporter survey found that Versace's single products in Tmall, Jingdong, vip.com and many other e-commerce platforms have been off the shelf, vip.com is directly Versace brand all products have been processed under the rack.

Industry experts believe that for the international luxury brands, Versace's so-called "erroneous design" behavior is undoubtedly playing with fire, and the future development and brand image of the Chinese market will be seriously affected.

Versace brand "trouble" T-shirt was forwarded and commented on Sina micro-blog.

　 Apologize overnight, netizens do not buy it.

In the night of August 10th, some netizens announced in micro-blog that a printed pattern on a man's short sleeved T-shirt on Versace made Hongkong and Macao a national treatment.

The Beijing Commercial Daily reporter looked at the picture of the T-shirt, found that the product pattern corresponds to the city name, Beijing corresponds to China (Beijing-CHINA), Shanghai corresponds to China (Shanghai-CHINA), but Hongkong corresponds to Hongkong (HongKong-HONGKONG), Macao corresponds to Macao (Macau-MACAO).

In addition, only the Chinese Macao is described in Portuguese, and all the other cities and countries are described in English.

At 2 a.m. on August 11th, Yang Mi studios starlight (Chongqing) film and television media Limited announced that it had issued a letter of "rescission of the agreement" to the Versace brand and said it had stopped all cooperation. Prior to June, Versace just declared Yang Mi as China's first brand spokesperson.

　 Yang Mi released a cancellation statement with Versace through his studio

Shortly after the ferment, Versace and the official micro-blog issued an apology letter at 2:12 a.m., saying: "recently, some consumers on the Internet have discussed our T-shirt. We apologize for the controversy.

Our erroneous design led to the fact that some cities did not use the correct name of the country. The T-shirt was put under the official channels of Versace and destroyed in July 24th.

This is our company's negligence. We apologize for the impact. Versace reiterates that we love China and firmly respect the sovereignty of China's territory. "

Versace China official micro issued an apology letter, which is interpreted as "design mistake".

Versace's apology for the statement, the majority of users did not buy it. A netizen named "see-you-again" wrote: "for our Chinese people, apologizing in micro-blog is a perfunctory way. A sincere apology should go to the official channels of the external network." Another netizen said, "is the brand not censorship at design time? Is it a mistake that can be committed? Is it destroyed?"

　 Shops sold unsold T-shirts under the electricity supplier shelves

For the above events, the Beijing Commercial Daily reporter visited the Versace store in Sanlitun, Beijing for the first time. At present, there are no sales items in the shop. The staff in the store told reporters that the relevant T-shirt products had been put off shelves in all stores in Beijing.

In addition, in the hour of the Beijing Commercial Daily reporter's stay in the store, the number of customers in the shop did not exceed 20, while the number of shoppers at most was no more than 10.

Beijing Business Daily reporter search found that the main online platform, including Tmall, Jingdong, vip.com, including a number of e-commerce platforms have been involved in a single item on the shelves. At present, it is impossible to search for related products on the above platforms.

Among them, Tmall Versace official flagship store has been unable to click through the normal channels to enter, indicating that "the server is deserted, please try again later", only through the commodity link below the "enter shop" button to enter. Vip.com has processed all the Versace products.

Vip.com related responsible person told the Beijing daily news reporter: "the brand merchandise has been arranged all this morning." The Jingdong responsible person also said: "we firmly support the unity and territorial integrity of the motherland, pay close attention to this progress, and at the first time will be involved in a single product off the shelf."

Versace's parent company Capri group released its 2019 quarter financial year fourth quarter earnings report in May 29th. As of March 30th, the newly acquired Versace brand entered the group in the fourth quarter, bringing 137 million US dollars to the group, but after deducting the operating cost, the financial loss was 11 million US dollars.

The brand image is damaged and the road is unknown.

In fact, this is not the first time that luxury brands have been discussed and boycotted by consumers and e-commerce platforms for the first time. In November last year, another Italy brand, Dolce&Gabbana, was boycotted by Chinese consumers on suspicion of insulting China.

The first is marketing video, followed by the brand founder and designer StefanoGabbana's inappropriate remarks on social media. As a result, the brand has been almost overnight in the Chinese market, and the brand image has been declining.

In the view of Zhou Ting, the dean of the Research Institute, it is very important for the luxury brands to respect the culture of every nation, every country and every country. Luxury brand is the top brand in Pyramid, besides leading fashion, more importantly, the international pattern, vision and mind.

In this regard, Sun Yafei, founder of Fifth Avenue luxury network, told the Beijing Commercial Daily reporter that judging from the brand style and experience of Versace, the incident was caused by the lack of common sense of the brand side, and also the weakness of the brand's political consciousness and the lack of knowledge about Chinese culture and history. "Versace should not deliberately stir up trouble. Such well-known brands generally do not take the initiative to involve themselves in disputes, but in the short term, Versace's brand image in China is bound to be affected."

She added that the Versace incident was different from the previous dujibana incident, when dujibana, more or less, revealed a prejudice against the Chinese people and the Chinese culture, both from the marketing video and the founder's remarks.

But the Versace incident is relatively light in its original intention. In the future, the brand side will correct mistakes and express sincerity as soon as possible. There is still a certain chance to restore the image.

At this stage, China has grown into an important market for global luxury goods, and the brand side is increasing the layout of the Chinese market. According to the "2018 China consumer goods market consumer digital behavior insight report" published in the past, the composite annual growth rate of China's personal luxury market will reach 6% by 2024. Chinese consumers will contribute 40% of the global luxury goods market, leading to 75% growth in the global market. Therefore, every move of luxury brands will affect the future development.

Versace storm development

At 23:34 on August 10th, some netizens broke out that Versace was selling t-shirts on suspicion of damaging China's sovereignty and territorial integrity.

At 2 o'clock in August 11th, Yang Mi studio announced the suspension of all cooperation with Versace.

At 2:12 on August 11th, Versace official micro-blog issued an apology letter.