However, never thought, this collaboration with Li Chai and Chanel was Hong Kong ladies were Strongly Opposition.It has been reported that those from Hong Kong high society ladies rich too, that the image of Li Ying and Chanel brand temperament do not take, to boycott refused to buy a protest, for a time, uproar.The last story, though Chanel Faced with the protest encountered by the ladies have been denied, but only three months, Li Yong and Chanel's cooperation hastily ended.
The above-mentioned endorsement 'farce' was taken as an example of 'tracing back to ancient times' in April this year. The corresponding problems are all about.' Angelababy endorsed Dior, as the wife of wealthy Hong Kong, 16 years ago, Are they down?
However, the controversy over the internet has not stopped the star of the best-selling artist from sitting in the chair of Dior brand ambassadors in China, but more than a month ago, Dior also announced the third Chinese brand ambassador since this year - Zhao Liying, this time, public opinion on the Internet has exploded the pot, the controversy on the Dior ambassador wave.
However, the recent incomprehensible celebrity cooperation, not only Dior this year, this year, from Italy's Barbara hot Italian fashion brand Dolce & Gabbana to Dou Jing Tong's endorsement SK-II, an official declared on the frypan, people can not help but ask, big names How can it be more and more obscure when it comes to choosing 'spokesperson'?
For a series of controversy triggered by their new spokesmen, Dior CEO Sidn ey Toledano has been tough to respond by saying, 'Although Dior is not a teen brand, we want young people to have a thirst for Dior.' "Also talking about Angelababy specifically emphasizes: 'When we partnered with someone, we did not value her Behind the fans and the millennial audience, but with its elegant charm. "But to be honest, it seems like there is far more 'fans and millennials' behind the so-called 'elegant charms'.
It would not be too easy for admitting the proud big names who have always been proud to bow to traffic.
Fortunately, the results from the point of view seems to be 'effective', the luxury market finally ushered in a long absence, 'warm.' Last month, Pro-earnings quarter, each drying out the transcripts.
Among them, the French luxury group Kering Group recorded a 23.2% growth in the third quarter, its sales of both branded brands Gucci and YSL recorded double-digit year-on-year growth; Dolce & Gabbana's previous fiscal year increased by 9.6% LVMH Group also saw a year-on-year increase of 14% YoY in nine months ended September 31, 2017. This is certainly not the result of a single cause, but this year, Burberry's performance finally turned into an hour of safety People will be credited to the new spokesman Wu Yifan - "Wu also save the Burberry" - the foreign media excitedly shouting.
From 2012 onwards, the luxury circle of cold wind from scratch, over the years is also surprising each move, you want to reverse the decline, but if carefully studied several strategies, it seems that are closely related with the two keywords: Chinese market, "and" young. "And if so, the choice of current star spokesman, it touches on the reasons.
one
In the earliest days, luxury brands advertised even bothering to do it.Ali Copeman, the former chairman of Chanel, revealed a consensus among luxury brand executives and designers that ' The taboo will reduce the style of the brand. "But even in this case, they will still choose a few good magazines, publish some ads on perfumes and cosmetics, and sell them to the readers with a few pictures in full textures A so-called luxury dream.
One of the important reasons for this is that it is unlikely that mass consumers spend hundreds of thousands purchasing a Chanel dress for themselves, but they can win a 300 yuan lipstick or a bottle of 800 yuan without hesitation Perfume, in order to fulfill their respect for flashy life.However, these facts show that these reserved for the average consumer is really effective, the benefits for the brand is considerable.
Nowadays, advertising of luxury brands is no longer confined to frankincense products. However, in fact, in the marketing of 'entry-level' or accessory categories, big names have always been very dependent on 'traffic' Once magazines dominated the era, we do not say that they rely on high-fixed series, limited edition products, millions of bags apparel Stability hold the brand's high-end image, and then rely on the mid-range product line to make money, but for this part, the 'traffic' that exposure is particularly important in the most prosperous 2002, LVMH Group Chairman Arnott Once boasted: 'We are the world's largest fashion advertisers, it is clear that the more advertisers sold, the better the revenue.'
From this perspective, the current luxury big names have enabled traffic star, still is to follow the old logic.
In recent years, when it comes to celebrities and even fashion KOLs, the term "carry goods" is always mentioned frequently. Obviously, this is the process of transforming and quantifying traffic and sales volume. The so-called "stock index" is also a measure of the star An important indicator of business value.
two
In May of this year, McKinsey released a "China Luxury Consumer Report," said that by 2025, the global luxury goods market is expected to increase by 1 trillion yuan, reaching 2.7 trillion yuan, while Chinese consumers are still this One of the main force will buy 44% of the global market in one fell swoop.
Although the country is hard to see its own luxury brand (Maotai I think it is not), but in the luxury consumer this matter, the Chinese consumers have always been much, which also makes the brand side had repeatedly 'show' China market, but even today, the so-called show is not uniform or even more favorable price, not the latest on-line synchronization models or features for Asians, custom special models, not to choose China as the starting market, It is still the 'second-hand' market for luxury big names, who are proud and greedy earning their 'jet lag' dividends.
The way the big names choose to show their good looks, however, is to have more and more Chinese faces appearing in their various official activities and promotional photos as 'ambassadors', 'image ambassadors' and 'brand ambassadors in China' 'Brand Friends in China' ... ... So you can see the Italian luxury brand Dolce & Gabbana Invited Wang Junkai, Derevenba served as opening guest, Dior re-elected four Chinese brand ambassador this year, Ni Ni became Gucci sunglasses global endorsement, Estee Lauder's global spokesperson, spokesman for the Asia-Pacific region, China cosmetics ambassador, ambassador of pomegranate series I guess you can not remember who are who, but without exception, are Chinese actress.
So, why do so many brand endorsements fancy?
In fact, there is an old saying can be the best answer to this question, that is, 'do not put eggs in a basket' brand bravely compiled so many titles, but in order to reduce risk, KFC Of the examples no longer say this year, pick the stars do part-time job like to buy a lottery, you do not know tomorrow and negative which will come first; Second, the brand can also be different celebrity endorsements to link different fan groups, user groups .
The well-known fashion show Shi Yi said: 'Now the media channels are too scattered, as in the past that only hold a few mainstream media, advertising, find a few first-line stars, we can tell the story exclusive era Is over, and you can not expect your users to easily accept the subjective message that you're trying to convey. "So the luxury line's multi-line departure is precisely its cautious performance, requiring different traffic stars to connect with their connected users To talk about different stories, respectively.These so-called 'traffic star', its ability to 'pry' in various channels has been confirmed, in the case of considerable purchasing power of fans, at least in sales, not easy Out mistakes.
In addition, veteran fashion commentator icing sugar once said: "When luxury brands already have a wide range of awareness, and can continue to resort to other market means to emphasize the core values, why must also be used Star to promote the spirit of it? Just the right, using stars to promote products is the most direct and effective means, but at this time most in need of some flexible adjustment for the local market ideas.
Privately believe that now widely known as the luxury Chinese consumers are precisely because of such a stage, in fact, for these brands, the brand spirit, the core education has not been completed, or is no one cares about, in the In this case, not as good as a traffic star Airport Street beat the map to be useful - 'this coat good', 'this backpack looks good', rather than trying to convey the so-called 'women's elegant'.
three
16 years ago, because Dissatisfaction with the temperament of Lee Hom, Hong Kong's rich ladies can Baotuan pull it down the throne of Chanel endorsement, and today, despite Angelica Zhao Angeline, as Ambassador Dior Ambassador's dissatisfaction one after another, but no one really can the two The 'ambassadors' status has changed, at least for the moment, and the brand has no plans to make any new changes. One important reason for this is that, even though they are unhappy with the new agents, their ability to manipulate the brand long ago Disappear.
In the past, luxury brands only bothered the rich, after they contributed 80%, or even 90%, to the group's sales. Today, almost half of those who spend on luxury goods are rising middle class Class consumers, mass consumers, this ground to dilute the wealthy people in the past in the brand's right to speak here.
In addition, the fashion media people Tang Xiaotang also talked about, timely ladies still have the volume, but this political incorrect thing is difficult to do again today. 'Just think of social media, may be Tw itter, Facebook, WeChat, the fans of the celebrity drowned on the Weibo, the families behind them being 'human flesh' and suffering, will give up the idea of a boyfriend.
However, it is noteworthy that the middle class is most sensitive to changes in the economic environment. Therefore, those consumers who are increasingly becoming the consumers of several well-known luxury brands can quickly bring their brands up in the 'warm spring' Winter "will also be quickly evacuated, and those once the 'donkey' card 'card' backbone, the rich class has long been up to the more upscale luxury brands up those who are more and more Middle-class affordable luxury brands, but also the real 'luxury' it?