Many luxury goods have yet to find a digital marketing method in the Chinese market.

This article is from WeChat public account (ID:SocialTouchCRM)

Victoria, Coach, Givenchy and other luxury goods have set off a storm in China’s online public opinion, once again becoming a negative center.

Luxury brands have a very high brand premium compared to the cost of the product itself, which means they are the leaders and winners of brand marketing.

But in the digital age, the marketing of luxury goods has been challenged again and again.

An example: Although there are more and more luxury brands that offer social accounts, most of the content released by luxury goods is still “very boring”. Most of the content is just a notice of the brand’s activities, if not a loyal fan and industry. People, it is difficult for someone to pay attention to it. Even the DIOR, which is at the top of the “Best Luxury Brands Impact Big Data List”, is the first to open a vibrato account. Nowadays, the single-page video is still mostly in the ten-digit number. Most of the video content is “no.” Grounding gas.”

Obviously, Many luxury goods have yet to find a digital marketing method in the Chinese market. Some brands have repeatedly rolled over, the root cause is still their “three non-ism” in China’s domestic marketing in the digital age: not understanding, not changing, not innovating.

The luxury goods are ebb, the rise of the national tide?

It seems that luxury goods are leaping forward in the Chinese market, but in reality it is undercurrent. The media environment, social and cultural environment, and consumer behavior habits in the Chinese market are completely different from those in the Western market. Luxury marketing cannot directly replicate Western market experience. Bain Capital also wrote in the “2018 Global Luxury Market Research Report”, China. The market will be “a China that operates independently of the global market.”

The biggest threat to international luxury brands is the national wave culture that has been frequently screened in the past two years. Luxury brands may be moving towards an important turning point in the Chinese market. With the new generation of young users’ national self-confidence and national consciousness awakening, younger domestically produced veterans are more sought after by young people. Even from a marketing perspective, Guochao brand is obviously more aware of younger users than luxury goods.

Although the Guochao brand does not have a real “luxury brand”, the high-end of some Guochao brands will undoubtedly become the future development trend. Li Ning, who frequently climbs the Fashion Week, can see that On the stage of Fashion Week, Li Ning and other national brands are actually competing on the same stage with international luxury brands.

The marketing of luxury brands in China is still unsatisfactory. The competition faced by luxury goods is also increasing. The era of selling goods only by the star effect and the brand of the brand has passed. The next step is true. Competing for the days of brand marketing.

Frequent “overturning” in key markets

In recent years, the Chinese market is undoubtedly the biggest growth point for international luxury brands. The sales volume of products in Greater China can directly affect corporate earnings and stock price performance. Bain Capital released the “2018 Global Luxury Market Research Report” It is estimated that 46% of luxury goods will be purchased by Chinese consumers in 2025, and half of them will be purchased in mainland China.

But talking about the Chinese marketing of luxury goods, it can be said that it is difficult to say a word. If Burberry’s weird family portrait poster is “Hate iron is not steel”, then Du Jiabanna’s video of insulting China is “can’t bear it.” “The luxury brand’s understanding of China’s marketing and local crisis public relations has always been a mystery.

In recent days, Versace, Coach, and Givenchy have repeatedly erroneously classified the sovereignty of Hong Kong, Macao and Taiwan in the material, which has caused six consecutive stars to issue a notice of cancellation. This is not the first time that luxury goods are in Overturned on such serious issues.

luxury marketing in China's

Although these luxury brands immediately issued statements supporting China’s sovereignty, principled mistakes have been made, and it is difficult for any move to fix the feelings of Chinese users in a short period of time.

In addition to serious political and cultural issues such as sovereignty, some luxury goods often release ridiculous “earth-flavored products.” The Prada Chinese style series at the beginning of this year is a typical example. In the past years, the prejudice of some old luxury brands on Chinese culture is still difficult to reverse.

luxury marketing in China's

What are the marketing of luxury goods?

In fact, on the whole, there is no shortage of highlights for luxury goods in China. By monitoring the comprehensive influence of 10,000 key brands in the network for a long time, it is found that in the luxury goods industry, the overall ranking is higher. The brand is generally better in localized marketing in China.

luxury marketing in China's

The DIOR ranked first in the overall influence of luxury goods is the first to open accounts in emerging media platforms such as Vibrato, and has made many digital communication attempts; Louis Vuitton passed the “flight,” The navigation and travel exhibitions and the way in which traffic stars participated, successfully detonated the topic of Weibo.

luxury marketing in China's

Image and Data Source: Time Insight Cloud

Chanels also made a city tour through the “Red Factory” offline flash shop last year, making the “Red Factory” a hitting place in the circle of friends.

luxury marketing in China's

Image and Data Source: Time Insight Cloud

Luo Chi is more through the influence of New York Fashion Week, cross-border mix and match on products, invites traffic stars to participate in activities to improve the preferences of young people.

luxury marketing in China's

Image and Data Source: Time Insight Cloud

The short board continues, the turn is coming?

Although at