How Do We Solve The Problem Of "Water Retrograde"?

T-shirt disaster, quality check black list, water retrograde period Coach road is still in? After Dior, Burberry, GUCCI, overweight small red book can let Coach win the ideal popularity? Gao Leng big card must continue to young people "self descend". Recently, the choice of small red book first new product Coach once again aroused concern.

　　 Water retrograde

2019 is not a smooth year for luxury goods entering the Chinese market. In the middle of August, nearly 20 international big companies got together to "dump the car" incident, which brought a more direct result to the brand -- a decline in performance. According to public reports, in August this year, the Coach parent company's fourth quarter net profit fell by 29% due to a T-shirt printing of Hongkong and Taiwan separately marking the country's cancellation by the spokesperson Liu Wen and then the T-shirt incident. It is reported that on the day of the T-shirt incident was exposed, Tapestry group shares fell 4.31%. After the next day, the group's market value evaporated 160 million US dollars. Although the financial report did not mention the impact of the incident, the industry believes that the T-shirt event has a major impact on the brand, which will add a lot of uncertainty to the future of the brand in China.

It was less than 4 months before the incident. In December 3rd, the Shanghai market regulation WeChat public number announced that the Shanghai municipal market supervision bureau had sampled 255 batches of luxury clothing, silk garments and women's skirts, of which 56 batches failed. Coach, Tory Burch, DKNY, BOY London, Tommy Hilfiger and other international well-known brands are listed. As the Coach that rarely appeared in the blacklist of quality sampling in the past, the "list" naturally aroused concern in the industry.

Some voices think that reputation and social marketing are prevailing today, and the establishment of brand reputation is not easy. It is not terrible for a product to pilling. The terrible thing is that the brand reflected behind the pilling is despised for quality control and the consumer panic and distrust caused by it.

For the quality inspection incident, Coach brand relevant person in charge told the Beijing Commercial Daily reporter: "on the recent Shanghai Market Supervision Bureau released the quality of luxury clothing sampling inspection, found a women's knitted jacket Jersey problem, we have immediately through the internal quality control department to take a series of improvement measures, to ensure that no similar situation occurs."

　　 Betting social marketing

"Water retrograde" is strong but scattered quickly. In December 8th, Coach started the "red box" series of packages on the small red book platform. It is reported that this is also the third time that Coach chose Xiao Hong book as the first new product platform this year. Previously, Coach has started two Dreamer series restricted packages in Xiao Hong book.

Beijing Commercial Daily reporter noted that in addition to the little red book starter, the video and text of the Coach carriage series appeared almost at the same time in the content of micro-blog fashion bloggers.

Guan Xiaotong, the right-hand micro-blog of the left-handed little red book, began signing the entertainer Guan Xiaotong and Xu Weizhou in 2018. The Coach, who smelled the bonus of social marketing, has begun to make frequent noises in social media and began to understand how to use traffic artists to brand. According to incomplete statistics, in addition to brand spokesmen of different levels such as Selena Gomez, Michael B. Jordan and Mizuhara Kiko, Coach China has participated in nearly 60 artists, and this does not include fashion bloggers and Internet Celebrities.

Coach brand relevant person in charge accepts the Beijing Commercial Daily reporter interview, said that digitization is Coach's global strategy. "The group is investing a lot of resources in all aspects of marketing, including all aspects of print, Internet and outdoor media, through the integrated marketing. It is based on the Coach's different consideration of online media and social media, as well as the audience characteristics of different media gathered." As far as Xiao Hong's book is concerned, online notes enable users to understand products intuitively from the perspective of experience.

The official also said that today, Chinese consumers have cultivated their personal fashion sense and are more confident in creating their own style. Meanwhile, the group has noticed that more and more consumers are getting the latest fashion information at any time through the Internet and social media. "The group's brand digital team is making full use of the huge power of digital media in China, such as launching digital marketing activities of grounding gas in micro-blog, WeChat and other channels, and maintaining zero distance interaction with customers." It is reported that as of December 2019, Coach official micro-blog already has more than 4 million of its huge fans.

In this regard, the British Shangsi advertising CEO Yang Zhenghua in Beijing, China Daily told reporters that this is not an accident. "In the past, we neglected the role of consumers' mutual influence, or ignored the word-of-mouth spread of social platforms, resulting in a marketing breakpoint."

Yang Zhenghua said that the domestic Social Commerce (Social Commerce) has already been at the forefront of the world. "At present, the one-stop link of domestic platforms such as message sharing, product introduction and shopping platform has been formed and even gradually optimized." For this, Yu Jian, general manager of the consumer index greater China region, also agreed with the Beijing Commercial Daily reporter. "The relationship between China's e-commerce platform and social media platform is indeed more closely related. Both vertical and comprehensive e-commerce platforms are beginning to connect with social networking and purchasing, thus forming a closed loop." Platform and platform deep binding, now is the time to deepen the cooperation between brand and platform.

Of course, feedback for C activities often presents only a brand corner. For Coach, the change of design style is one of the key factors that brand can be attracted to the attention of young consumers nowadays.

Rice ring, star road people look at the evaluation, brand road affinity. In the Beijing Commercial Daily reporter random input such as Coach designer, Coach design, Coach impression and many other key words, with micro-blog and WeChat as the representative of "Coach designer God" and other passers' comments are common.

Design and channel are the two carriages that drive the brand. Since 2013, Coach has used the new creative director, Stuart Vevers, who injected young, fashionable, and advanced blood into the former. At the same time, the elements such as Camellia inlaid in the brand continue to develop and gradually form their own style. "In the past few years, the feeling is still in the exploratory stage. This year, whether clothes or handbags are fashionable, clothing is not as loud and practical as it used to be." An insider told reporters easily.

Channel, "three into Tmall" Coach entered in September this year, has been sucked powder 600 thousand +, compared with the same level earlier settled Michael Kors 300 thousand + fans, Coach popularity has been further confirmed. In addition, the layout of Coach online platform also includes Tencent small program, Jingdong flagship store and so on.

Coach brand reply, in a few years, Coach has successfully through the store environment, personalized services and product optimization, and continuously upgrade the offline stores, and further create a new online retail experience under the link line.

Before the social marketing campaign, there were innovative design and multi-channel driving. Obviously, the three carriages that promoted Coach performance were still formed and the division of labor was clear. No wonder netizens ridicule "water retrograde or not, but also with strength".

　　 "People first" dilute tonality?

Although it is rare to publish the luxury brand of the new book jointly published by Xiao Hong book, the luxury brand is overweight by "two micro trembling" and the design media represented by Xiao Hong book. From earlier LV official micro-blog to fashion blogger gogoboi, since last year, Dior has settled in jitter, Burberry playing checkerboard game, and then to GUCCI earlier announced that it will deepen cooperation with Tencent, and the recent Coach choice of Xiao Hong book new products, all of which confirms this point.

It is the development trend of such industries that raises questions in the industry. Will the way of "people first" spread to a certain degree of dilution to the big, high cold property and tonality? Will this change of way lose the attraction to the original consumer?

In this regard, fashion investor, CEO Yang Dayun, said that the elderly or their own luxury consumer groups have little influence on the way of brand communication. Secondly, there are already relevant data showing that the channels for mainland residents to get news information everyday have changed fundamentally. Of these, 75.25% came from WeChat group, 39.02% from vibrato, 26.61% from today's headlines, and 20.03% from micro-blog. "Especially for young consumers growing up in the Internet generation, purchasing power is increasing nowadays. To reach this group, luxury brand marketing strategy needs to start from the social platform. Secondly, the image and attributes of high collocation are useful for the" 60 after "and" 70 after ". The millennial generation is more interested in the interest and interaction of brand communication.

Yang Zhenghua said that the so-called "people to people" communication is a false proposition. "In any era, brands need to be propagated and need to be communicated with consumers. In the era of paper media, newspapers, periodicals, magazines, etc., in the TV era, the mass media, the era of" Internet + "is social media, and the emergence of media has changed the way of communication, but the quality has not changed, that is, interaction and communication with consumers.

As for the maintenance and high collocation of luxury brands, Yang Zhenghua said that brands need to actively communicate with young consumers in the way they like and are interested in activities, but this does not mean that they must be catered for. The brand's self assertion must be upheld. "Because the new generation of young people not only pursue interest, but also pursue individuality and uniqueness."