Reference: Where Is LV Live?

Under the epidemic, luxury brand LV Louis Weedon also began to live with goods. In March 26th, LV launched the first commercial debut of the new season in Xiao Hong book.

The live broadcast of LV is hosted by fashion blogger Cheng Xiaoyue and actor Zhong Chuxi. The location is located at the LV store in Hang Lung Plaza, Shanghai. The single item in the live broadcast is from the Escale summer series. When the live broadcast is used for 1 hours and 10 minutes, the total number of viewers is 15 thousand.

LV is a luxury brand. It is the pronoun of "advanced" and "luxurious" in the public impression. However, this broadcast was spun out by netizens, and the low sold to the big brand.

"LV teller gave me a new dress dress the other day, watching the live broadcast directly scare away, or save some money to fill the warehouse."

"Louis Weedon LV sells live in the water. Besides Zhong Chuxi is beautiful, the whole furnishings and lights are almost to the slag. If you don't say LV, I thought it was a village selling mountain products."

"LV sells live on a platform, and Cheng Xiaoyue and Zhong Chuxi play host. There's an illusion that everyone can afford to buy. "

　 LV "soil flavor" live broadcast, "noble" impression is nothing.

The focus of the LV live controversy is mainly on the scenery, lighting and other issues.

From the live broadcast of the scene, there was a shabby scene in the studio, a rope with scarves in the background, and a wardrobe hung with clothes, which looked rather shabby. Such scenes are hard to imagine being the live broadcast of luxury brand LV.

In the live broadcast, the effect of lens and lighting is obviously insufficient. Zhong Chuxi is wearing LV's printed logo pajamas. Under the lens, the clothes upper body effect is somewhat unsatisfactory. Some scenes do not show Zhong Chuxi's physical superiority, and when the picture effect is dark, the skin color of the two people also becomes a kind of "white + black" feeling, which can not match the gorgeous clothes.

By comparing LV live broadcast with other brands of live broadcast, you can see the difference between the pictures.

A luxury anchor with live broadcast room, the scenery is simple atmosphere, bright lights, better set off the merchandise and model temperament.

From the contrast, we can see the "no care" shown in the LV live broadcast from the scenery and the lights to the clothes. The scene is full of a feeling of strolling around the floor. It does not reflect the "atmosphere" and "noble" of the LV brand. Instead, it hooks the "soil", "low" and the LV brand, so that consumers lose their desire to buy.

What's wrong with LV live broadcast and how to broadcast live luxury brands?

As a luxury ornament, LV has always been talking about "story". It has maintained a high profile for many years. LV live selling is a breakthrough attempt. It is worth affirming. But breaking the image does not mean "breaking" the image. Brand positioning and live broadcast style should be consistent.

Now the live room is a large environment. The scenery and lighting play an auxiliary role in the whole live broadcast. LV, as a luxury brand, should pay more attention to the facade and maintain the image and positioning of the brand.

Whether the live broadcast environment is good or bad can set out the excellence of the brand, or directly affect the desire of the masses to buy. In the live broadcast, LV appears to be eager for quick success and instant benefit, and scenes and characters are short of fire.

And the live platform selected by LV also needs to be considered. Xiaohong book is more similar to the user's purchase guide, rather than the purchase platform, does not have strong shopping guide attributes.

The first live broadcast of the LV was unable to jump directly to the brand official website due to technical reasons, so the brand could make consumers call the customer service hotline or purchase in the official website or WeChat applet.

Comparing the convenience of purchasing goods directly from page links, this way of transferring to the official website will lose more users.

For LV's live turn over, investors and Internet business commentator Zhao Yurun think LV has three mistakes:

First, the scene is wrong, should not be in the live room, but it should make it easier for the audience to have a sense of trust in the exclusive store, because trust is the foundation of all the top luxury goods.

Two, the content is wrong, every top luxury advertising blockbuster is very cultural connotation, such shopping guide live broadcast is easier, it will make people feel very low;

Three, if the anchor is wrong, we should go to the model who has gone to live to see the big show, and the editor in the fashion designer or fashion magazine can form a complementary relationship with the current anchors.

There is a natural contradiction between ground gas and high-end luxury.

San Yan finance believes that if the live broadcast providers pay attention to the three elements of "people's freight yard", luxury live TV providers will face three problems:

1, people, that is, anchor. Who is suitable for luxury goods, now the anchor comes from grass roots, determines the grassroots attributes of fans, and the location of users is not a high consumption group.

Is "high-end born" star OK? The famous host Li Xiang sold mink coat last year, and about 1000000 people watched it.

2, the price of goods and luxury goods starts at 10000 yuan, and can't be seen or touched in the direct seeding room.

Although the scale of live broadcasting business reaches hundreds of billions, the average passenger price may not exceed 100 yuan.

3, field, that is, live with goods platform. The site includes the purpose and technology channel of live broadcasting, some platforms can be used for brand promotion, and others are buying platforms under orders.

The field also represents the unity of the air, temperament and atmosphere. Now that we have arrived at the live broadcast, we have to say that we need to get ground air. But there is a natural contradiction between the earth's gas and luxury, and we need a solution.

Although LV is a luxury brand, but selling is its fundamental purpose. Under the present circumstances, live broadcasting is not a clever practice. But whether the direct broadcast can go down smarter depends on whether LV can identify the location of the live broadcast, choose the right platform, present the contents of commodities, and maintain the brand height.