A Rollover From LV Live Shows That New Retail Also Needs To Be Trained.

LV's 2020 summer amorous feelings, originally supposed to be small and fresh in sunshine beach printing, can go into LV's live room. It's like going to a wholesale shop without going to the market, and you can clean up a few items with plastic taste. In the little red book, for the first time, the LV with live goods was unexpectedly encountered "group mockery" - the blurred influence of image quality of the live broadcast, and the simple and crude scenery could not form the unique visual style of the brand. The most important live content was like the application of the WAN Jin oil copy on the popular collocation, which could not show a sense of luxury and pride.

Standing at the new draught with live goods, luxury goods seem to be facing a new situation.

In addition to LV live broadcast, the first time to turn over is the first time to enter the beautiful makeup of Hermes. Li Jiaqi spent 10 thousand yuan on his own pocket to buy the live broadcast of Hermes lipstick, which is a rare natural flow fermentation opportunity for Hermes. It is not expected that netizens will see Li Jiaqi's expectation from the eager to the gradually desperate expression.

Well, it is good that LV, who tries to test the water, even though the negative impression also flooded the Internet, did not create a sales myth of "selling XX 10000 in one second". But it also gained a high tide in Hermes, and opened a hole for other luxury brands.

Admittedly, luxury brands have been working hard to adapt to the changes in the consumption trend of the younger generation in China. When the "Live Room cutting list" has become the mainstream consumption mode, luxury brands need to have a leader to take the pace of this attempt. On the other hand, under the influence of the global epidemic, there are huge losses due to the delay in the show and the closing of the stores. We must know that LV's parent company LVMH has 17% of its revenue from China. It is imperative to seek the transformation of online traffic in a special period.

However, from KOL grass planting, short video marketing to live broadcast, luxury brands that try to dialogue with Chinese consumers often hear the wind, but they will inevitably face a painful period. They are often criticized for their lofty attitudes or are taunted only to get money in the Chinese market but do not want to really understand the Chinese market culture.

When luxury goods repeatedly want to walk down from the "altar" and continue to make "breaking the wall" measures, will the live broadcast be a good way?

Why do luxury goods always fall into the controversy of style?

The controversy of LV's first show is in three aspects: the first is the scene. The luxurious style is often reflected in its visual impact. In the eyes of the public, the LV counters are located in the commercial circle of the north and the first tier cities. The cross boundary of LV is an exhibition of art showing 100 years of history and cultural feelings. Even if it is LV, it is also a supreme limited joint that can not be bought in queues.

In the live room, the lighting, display of objects and the visual collocation between KOL and stars are all abnormal ground gas. For example, the plastic chairs often appear to make the live broadcast look like the routine broadcast of the Amoy brand, and the high price will make consumers question "is it real?", which greatly reduces the trust of the brand.

This is related to the mode of cooperation between brands and direct seeding. According to Chris, who is engaged in the marketing of branding and selling, "brand to live studio, one is to cooperate with live broadcaster, do a small special store or buy 1-2 product pits in mixed sowing, sell directly. Usually through agents or electronic business platform to anchor business contacts. If you buy only a product pit, the brand's control over the decoration style of the studio is relatively weak.

"It is also the form of brand spokesperson and star broadcasting master. This kind of live broadcast is also a part of a big campaign, and there will be corresponding themes and packaging."

Luxury brands like LV will generally choose to make a small scale. "If it's a special form, in fact, the brand can monitor the live broadcast room of the anchor, and it must do so." Compared with the Procter and gamble, such as shampoo products, the brand can guide Wei Ya to decorate the studio with product theme.

The next argument is that the KOL anchor is wrong. Unlike the widely recognized Li Jiaqi and Cheng Xiaoyue, who have millions of fans, although they have enough influence in the little red book, they have not been able to export their word of mouth on the goods. This is especially reflected in the oral copy, and the understanding and interpretation of fashion and luxury design concepts are too simple.

LV has so many show resources. By looking for professional designers, models, fashion magazines editor or fashion bloggers, through talking, telling stories, telling sources of inspiration, and then interviewing single product collocation course, at least let the audience feel right.

"In KOL selection, the head anchor, such as Li Jiaqi and" Wei Ya ", chooses the brand rather than the brand anchor. And the choice of the middle waist KOL, usually through a number of agencies to buy centrally, but the brand to this card anchor anchor will not stare very tightly, basically is the agency to stare at the field. Chris said.

As a matter of fact, brand can be restricted to agents and executors, and LV is not effective in this part. Because of the cost problem, the brand is now an agent executing in the electricity supplier, and its professional ability is relatively low. However, it is hard for the brand itself to stare at every live broadcast, resulting in unavoidable human accidents.

This is the most uncontrollable and most important live content. When the host is in the live broadcast, and the response to the product, the brand can not make hard targets. KOL, a LV live broadcasting company, often uses the most common vocabulary such as "easy to use, beautiful, quick to buy" when introducing products. These characteristics can be displayed on any brand, so what is the attraction of LV?

LV has always been the vanguard of the luxury industry. Since its cooperation with the street trend, LV has been advertised by the industry as something that other luxury brands dare not do. This live broadcast is no exception.

From short videos to live rooms, the luxury of embracing "new draught" is often in pain.

Such an attempt is not the first failure of luxury goods. In fact, it has been hit by the global luxury goods being cold and the retail outlets under the line, and then the impact of this epidemic on consumption, and the "draught attempt" of the luxury goods market, every time the consumer is shocked, the big players will make efforts in the direction of embracing the new generation and the domestic trend.

From the star endorsement in 2015 to the short video operation in 2018 and into the broadcast room this year, we can see their test water everywhere, but in these processes, almost every time they are accompanied by "bad reviews".

Since 2015, the global luxury market has been cold, which has been bruise with "profit decline". The global stock price crash this year led to a setback in the luxury retail industry. In August, LVMH shares fell to its lowest point since March, with a total decline of over 12%, and the market value evaporated more than 10 billion euros; the price of Hermes group, peak group and Burberry group fell more than 10% in March.

Correspondingly, China's personal luxury consumer market rebounded, thanks to the adjustment of luxury price difference between China and abroad 15 years later and the new tariff policy introduced from 16 years ago, and domestic consumption began to pick up. According to Bain consulting, the contribution of Chinese consumers to global luxury consumption is 30%. In 2017, China's luxury consumers accounted for 32% of the global market share, and the growth rate of luxury consumption in the mainland market was 20%.

As a result, luxury goods are beginning to focus on the local market. And choosing celebrities with famous stars in China to embrace the public in a more "younger" way has also become an important way to change.

So since 2015, all kinds of celebrity endorsements that are controversial with the luxury style have begun to appear. In the fashion bazaar, the LV Louis Weedon blockbuster shot by Guo Degang and his son, Louis Weedon, the Chinese brand ambassador in Dior, has accent english. In the Shiseido advertisement, Zhang Yi Xing's hip-hop Sports fan is like Adidas, and Huang Xuan jumps the national dance in Shiseido's skin care advertisement. Hogan loves to shoot weird autumn and winter advertisements. The celebrity endorsement that has repeatedly been dubbed "painting style change" and "local flavor" has become the hardest hit area.

Similarly, the controversy over "rollover" is far more than endorsement. With the development of retail digital warfare, retail sales of luxury lines have been hit. New marketing channels need to be expanded urgently. At this time, the rise of micro-blog, Xiao Hong and other social platforms, such as the short video platform such as jitter and so on, also led to a higher emphasis on quality marketing and offline retail.

However, in 2018, a 30 second short video advertisement of Dior directly caused a major earthquake. This short video advertisement, which is only 30 seconds, has collected more than 5 million times of playback volume, setting a new high of Dior official micro video playback in the past 2 months. However, the 5 Mao's lighting and scene layout, the unknown models of the net red wind, and the strong "Xi Ti Ma Bao Bao" microscent have aroused a large discussion and controversy about the change of luxury goods into low.

Coupled with this live car rollover accident, it is easy to see that in the entertainment marketing of social media participation, it is very important to have a good grasp of the distance and scale with the audience. On the one hand, it is necessary to localize the young consumers well, and maintain the biggest premium on the one hand. The brand value and style are not damaged. This is very difficult for many extravagant people who are still through the "menopause".

Pain and happiness, luxury live broadcast is just the beginning.

But that does not mean that such a hug is not worth it. Through data, it is easy to find that after a period of fumbling, Gao Yu has gradually explored the correct "localization" mode in China, and has obtained a direct performance bonus.

In the field of celebrity endorsement, big names are becoming more and more familiar with traffic artists. In October 2016, Burberry announced on micro-blog that Wu Yi Fan became the first spokesperson for non British Americans. The results released in January 2017 showed that Burberry retail revenue increased by 22% to 735 million pounds over the past quarter, compared with sales growth of 3%, exceeding analysts' expectations. Foreign media said Wu Yifan was the hero of Burberry's recovery.

Lu Han can not afford much more. In July 2016, Lu Han became Cartire's first Asian jewellery full line brand friend. The two advertising videos released on that day broke hundreds of millions of hits on micro-blog for 24 hours, and lasted 3 days in the hot topic list TOP10. Cartire's official social platform fans grew 70 thousand in real terms in 1 months, and sales data reached the highest level in the calendar month.

In recent years, more and more "millennial generation" and "Z generation" entertainer stars have been favored by luxury brands. Di Ali Gerba, Yi Rong Xi Xi and so on are all representatives. This year, Armani became the spokesperson for the color make-up, and it gave a good answer to the brand with its strong fans' ability to carry goods and the high social heat of the big screen.

Obviously, in the grasp of the trend of the younger audience's consumption orientation and the public's style of luxury, the balance of the luxury is more precise.

And in the field of short video social marketing, a large number of big names in the sound marketing has entered a gradual maturity period. Since 2018, a large number of luxury brands have been stationed. CHANEL and LV put on ads on the jitter, while Dior and Fendi directly entered the official Blue V account.

After discovering the habitual brand blockbusters that could not attract young people, luxury brands also found a number of sub class bloggers, such as tire strawberry porridge, on the platform of trembling and so on, thus forming a form of Amway that successfully added short videos in the original content form. And began to try the competition, cloud show and so on, which is more consistent with the advertising mode of short video user watching action, and has completed the accumulation of original fans, and has made great strides towards commercial transformation.

Therefore, it is also believed that although LV has turned over in the live broadcast room, luxury living in the live room will make an inevitable trend of evolution in the era of live broadcasting.

Despite the past in the sales promotion system of luxury goods industry, the KOL of electronic commerce anchors has never been seen before. They go straight to the selling theme. Product introductions and coupon offers are not obscure. Consumers are rushing to fight for the whole network. All purchases are only in a small live room, without the "modification" that the fashion industry most cares about.

But when the live shopping is becoming more and more popular among young people in China, Li Jiaqi, Wei Ya, Lei ER and other veteran directors can already bring hundreds of millions of sales in just a few hours. The temptation is so great that luxury goods will inevitably drop down and join in the "shopping Carnival".

The core is to find out the appropriate selling context and presentation form as soon as possible, with a more sincere content output and a more advanced sense of form, so as to finish the struggles and compromises of the market trend and cultural evolution as gracefully as possible.