Why Is Chinese Marketing So Spicy?

I don't know whether you feel that the luxury consumption market represented by fashion is in a stage of fault and innovation, especially in the aspect of fashion consumption: old frequency cards are facing difficulties, and new brands are constantly emerging.

How to create a belief totem of a young man is very important.

"Touches" is merely a step in the form, but the quality of luxury goods and e-commerce platforms is always out of tune. In order to cater for online traffic thinking, the marketing strategies of these luxury goods have also been adjusted accordingly.

In short, it is "younger". According to statistics, nearly 50% of luxury online shoppers in China are concentrated in 26--38 years old.

This is 10 years younger than the average age of European luxury goods consumers, 15 years younger than the US.

Brand value is not equal between China and foreign countries.

For example, Cartire, a jewelry brand of more than 160 years, opened an electronic business platform last year, and invited 90 Chinese idol Lu Han as spokesperson.

And Burberry, whose performance has been poor, has hired the first Chinese star, Wu Yifan, as the brand ambassador.

In order to expand their influence on young people, luxury goods are the best candidates.

But can you just think that luxury is the end of the opening of small meat for the sake of popularity? Picture, Guo Degang, as the destroyer of luxury goods, at the beginning of the year, and his son Guo Qilin was shot by Louis Weedon.

The local tyrants are full of breath, but there is always a kind of difference between them.

This anomaly is mainly due to the failure of traditional marketing routines.

Today, they are still using this old method of mobile Internet: the story of brand appears in various social media, which fully occupy 23% of the total information.

The brands invited the Hollywood team to make beautiful films and continuously push the information to customers.

In the eyes of brands, social media is just another way to carry all kinds of advertisements.

They do not understand that there have been changes in this era, and the old ones are no longer working. They do not understand why these elaborate and costly contents will be submerged in mass information instantaneously, and have not had the desired effect at all.

The pformation of marketing mode is not a day's work for these big groups. However, the revolution of young luxury brands and personalized self help has begun. One of the main means is customization.

Recently, Gucci China's first concept flagship store located in Beijing has brought personalized customized services to China, hoping to attract more young Chinese consumers in the form of DIY.

Gucci has hired the new creative director Alessandro Michele since 2015, and consumers have shouted that Gucci will never be left behind again.

Most of the female consumers want to cut their hands in minutes.

It is reported that since 2015, Gucci has gained many new customers, younger and more fashionable than other customers.

Besides strengthening the use of fresh elements in design, Gucci also strengthened.

The performance of the store brings back the antique design and magical childish interest to Gucci flagship store.

China's first Gucci concept flagship store is adhering to the design concept of Alessandro Michele - the "self expression" fashion attitude and the courage of "do it yourself", which is also the inspiration for Gucci to create DIY services.

It is worth noting that the personalized customization service similar to Gucci is completely different from the personalized customization of luxury brands in the past. Emphasizing self-worth rather than social identity is the core of this change, and the core driving force is the younger generation of luxury consumption.

In a recent survey by Royal Bank of Canada on luxury consumption for Chinese women, we saw the other side of the problem:

In terms of bag brand, Gucci is most interesting to you. The following brands are Chanel, Prada, LV, Hermes, Armani, Dior, Coach...

Interestingly, if you list women younger than 34 years old, you will find that the brand they want to buy is very different.

The top brands are Mulberry, Miu Miu, Alexander McQueen, Givenchy, Chloe, BV...

It's funny that PRADA's performance was very bad this year, but in 2017, the brand of Miu (bags, shoes category) that you want to buy is ranked by PRADA's Miu Miu.

There is also BV, although the overall performance is very bad, it seems mature luxury consumers have abandoned it, but in young women, BV seems to be quite a yearning brand.

Among them, many street style luxury fashion brands quickly capture people's minds.

The reason is very simple: when the new human beings display their own personality and values, they do not want to wear clothes in the fashion, but when they are satisfied with the inner life, they do not want to have the same products as others.

From this point of view, almost all the first-rate luxury brands are on the brink of Out.

As a result, a series of personalized and creative luxury brands began to rise.

In general, the location of light luxury goods should be young people, and the price is small and expensive.

Most of these extravagant products choose bright colors, bright shapes and even brand meanings on the design. They also choose a kind of individualism values that are oriented to young people. The core of the design is only one thing - the traditional luxury consumption crowd (the existing social successful people) hate it.

Therefore, it is not the young people who choose these new light extravagant products, but these new light luxury products that choose young people.

Social change is the key to the upgrading and pformation of consumption. When the social and economic development reaches a certain stage, young people do not need luxuries to seek achievement and recognition. Instead, they need luxuries to become the totem of their values.

For more information, please pay attention to the world clothing shoes and hats net report.