How Did Du Gabbana, Who Was Boycotted By The Chinese Last Year?

Recently, Italy fashion brand dujibana released its earnings report. The report shows that by the end of March this year, the total revenue of dujibana in the fiscal year increased by 4.9% to 1 billion 380 million euros, but the Asia Pacific market share, including China, decreased from 25% in the previous year to 22%.

It is noteworthy that the brand was forced to cancel the Shanghai show last year because of the "insult to China Incident" and was strongly condemned and boycotted by Chinese consumers. Dujibana expects sales of its brand in the Chinese market will continue to decline in the 2020 fiscal year, which means that Du Jia's image in Chinese consumers is still hard to reverse.

Last year, dujiabuna, founder of Stefano Gabbana, was the most serious crisis in the history of his brand in the history of his brand insult. He caused great concern and condemnation from the global fashion industry and all walks of life in China. The brand originally planned to be held in Shanghai had to be cancelled urgently. The brand image fell to the bottom overnight, and public opinion almost sentenced the brand to death penalty.

Unlike a few years ago, the Chinese market, as the strategic point of many luxury brands, has already grasped the right of international discourse in business. Simple crisis public relations can not make up for its mistakes. Dujibana has suffered substantial economic losses.

Some commentators think that it is obviously a good hand that they are badly beaten by the founder.

Du Gabbana had already been ambitious in the Chinese market and entered the Chinese market in 2006. In 2011, he launched the first official online flagship store with shopping functions.

Although duchbana's "immutable" design has been criticized for many years, it relies on strong marketing strategy, through the invitation of celebrity endorsement, to close the way of young consumers, to carry out radical brand transformation, and has achieved good business returns. Compared with other Italy brands that have failed in their ageing years, dujibana is an outgrowth.

Before the scandal of insulting to China, there was a lot of hits on the WeChat brand of dujiaba brand. Its products sell well in China's major e-commerce platforms.

But after the incident, in the 12 hours after the abolition of Shanghai's big show, China's e-commerce platform quickly boycotted dujibana, and Taobao, NetEase koala, ocean pier and Xiaohong book quickly stepped off the brand merchandise. In addition to Chinese electricity providers, Yoox Net-a-Porter group, the world's largest luxury goods supplier, also said it would withdraw its brand products from its three major platforms: Net-a-Porter, Mr.Porter and Yoox. Up to now, we still can't find the brand goods on the big business platforms in China.

It is worth noting that the last push time of the WeChat brand of dujibana was last November 23rd. At that time, it was two days since the planned grand show release day, and the dujiaba China team released an apology video about the brand insult to China. Before the incident, dujibana's official number was updated frequently, almost once a week. In the past nine months after the insult to China, dujiaba was able to reset the brand WeChat number.

The China Commercial Daily reporter noted that in August 7th this year, Dujia banngong issued a push called "thousands of expressions, love is the only one". Click on the push will find that this is a special Valentine's day for Chinese lunar calendar. Compared with the positive interaction between fans and brands, Duke's public number is much cooler now.

Not only did the sales in the Chinese market no longer return to the past, duchbana was also left out in the international market. At the end of last year, Hollywood's awards ceremony went to Paris fashion week and the Milan fashion show. All the luxury brands had taken the lead. In February this year, dujiaba's new spring festival in Milan was also a dismal ending -- the absence of big stars and fashion directors. Nowadays, no Chinese star is willing to wear Du Gabbana's costumes and wear the accessories of the brand. Fashion magazine Vogue China's spring journal also cancelled all its product content and advertising.

In fact, this is not the first time Du Jiaba has done evil. His two founders openly laughed at the obese people in the social media, abused the famous British singer Elton John as a fascist and mocked the American fashion people as "clowns". And insulting the Chinese incident, Du Gabbana's position in the international market is even more crumbling. It is worth mentioning that before Losangeles, the British brand assessment agency brand financial advisory company has lowered the brand value of Du Jia Banna from 937 million US dollars to 20%, and adjusted the brand value of about 750 million US dollars.