Why Can'T Luxury Brands Be Ignored In Wechat?

All say

Brand in China can not ignore WeChat number, but where is it really important?

But not a few.

Story, brush a sense of existence is so simple.

When you click "attention" to a luxury brand's public number, it may just be directed at the other's fame, and never thought of any mystery behind it.

But for brands and operators, it is far from simple.

According to the world clothing shoes and hats net, in 2012, Li Cuiling decided to leave Hongkong and go up to Shanghai.

Her new job is to take over for her company.

Develop digital and social media PR programs in mainland China with consumer brand customers.

Before that, she had never been exposed to this rapidly developing and unknown new field in her field of work.

At that time, micro-blog passed through the outbreak of the 2012, has gradually showed growth fatigue, but WeChat because of the launch of a circle of friends.

This allows Li Cuiling to have more new things to learn, because more and more customers find her, hoping that in addition to making an issue on micro-blog, they can also set aside a portion of the budget for WeChat.

It is no exaggeration to say that almost all luxury brands now have WeChat public numbers.

According to a survey data from L2, 92% of the 107 luxury brands that have entered the Chinese market have operated WeChat public.

By the end of 2014, the number of WeChat public numbers only accounted for 5% of the luxury brands that were already doing business in China.

"We realize that WeChat is very, very important."

Jean Cassegrain, the chief executive of luxury brand Longchamp, said earlier in an interview with reporters.

What is the content of the luxury brand's public number?

According to official data released by WeChat, the number of users has reached 800 million.

Even if we do not quote data, it is estimated that no one will doubt the importance of WeChat. Nowadays in China, few men, women, old people and young people can live without it.

Even though the luxury and fashion industry has always been cautious about digital media, WeChat's huge user base and stickiness still disarmed.

Besides, WeChat has also given the luxury brand a new way to communicate with consumers. Compared with micro-blog's propagation from point to surface, WeChat's propagation path is point to point.

"It does not mean that micro-blog is not important. It is also useful when publishing news and consultation, because it allows information to be pmitted to most people in a short time, and customers will need such platforms. Only for fashion brands, especially luxury brands, they finally come to a relatively private and personalized social media, which they have always wanted."

Li Cuiling made his judgement based on his own experience.

Over the years, she has worked in the digital and Social Media Department of digital marketing agency RICE 5, Huambo international publicist PR international.

Then, in view of brand tonality, luxury brands are always criticized for not being able to use social media.

Taking micro-blog as an example, consumers like Durex are competing to catch up with hot brands. Regardless of any changes in media forms, luxury online service is still a traditional way. They are more willing to share brand history, product advertisements and so on.

This directly resulted in the existence of micro-blog, a luxury brand, and the existence of everyone.

This has nothing to do with the quality of the content itself. Only in the social platform where massive information is gathered in the same period of time, such as micro-blog, luxury brands prefer more content types.

In other words, the efficiency of communication is not high.

The information push of WeChat public number gives a certain extent to the brand to avoid the opportunity of information being submerged.

In addition to pushing information to individual users with separate messages, it is easier to attract the target audience of WeChat by punching the "crowd of people" and paying attention to the re spread of acquaintances' social circle of friends.

This is very important, because the actual consumption of luxury goods is still a small part of society.

It can be imagined that luxury brands are more likely to achieve accurate and effective information output than mass consumer goods.

In addition, in view of the technical characteristics of WeChat public platform, the way of presenting its content is more diversified.

In addition to traditional graphic, H5, interactive games and other forms can be used.

This is in line with the luxury brand's high demand for visual presentation, and also makes the boring content become more spread.

More attractive than the content, the DIOR public number may be that the latest functions of the boutique recommendation and navigation are increasingly difficult to break through traditional marketing content.

"But to tell you the truth, it's getting harder and harder to stand out on the content. Just like mother's day, if you are concerned with brand names, you will find everyone doing the same."

Most of the customers in Li Cuiling's hands, whether luxury brands, popular fashion brands or other brands, are facing this homogenization problem.

JNBY, which has always preferred literature and art, provides an example of breaking through with content.

Although it is not a luxury brand, JNBY also prefers to push some art and culture related content for the sake of brand tonality. But such content tends to be small, or because of the conservative thinking of the creative end.

Since 2013, JNBY has launched a continuous cross-border cooperation with the media VICE China, the main vanguard of the popular pioneer, to present the so-called brand DNA in a more eye-catching way.

For instance, when VICE first worked together, China photographed 10 young people from different countries and wearing JNBY, and produced a series of short films.

This short film triggered a great response.

Recently, JNBY has launched a series of planning projects entitled "what girls are doing privately" and "Live Lively" in collaboration with the fashion online media Voicer. Let the main line ladies' brand JNBY and home brand JNBY Home enter the content marketing level with a smaller sense of implant.

But this is not a reference for most brands, especially luxury goods.

First, it can only be regarded as a kind of short-term marketing, which can not always be such a big battle.

Secondly, apart from budgetary and personnel problems, the organizational management structure of luxury brands also determines that it is difficult for them to achieve such breakthroughs in content marketing.

According to the statement given by Vice in an interview with reporters, JNBY gave them a lot of openness in their creation.

However, the overseas brands of luxury brands are often limited in their autonomy, so they need to ask and report to headquarters repeatedly.

Another attraction of WeChat is that it has been introducing new functions, which is the need for its survival and development, and on the other hand, it also provides new opportunities for brand customers.

Li Cuiling believes that the competition between brands in pushing content has not been so focused.

Voicer "what girls are doing privately (bottom)" is very competitive, and it is not content, but service, that makes people sticky to public numbers.

In short, most of the most luxurious luxury brands do not intend to make bold improvements in the storytelling level.

Now, if you click on a few luxury brand WeChat numbers, you will find that there are usually two to three optional columns below the page.

For example, the Dior public number has suboptions to introduce brand stories and up-to-date information, and the "boutique" that provides the nearest store recommendation service through the user's location function.

In addition to the recommended content and the recommended content of the brand, "Cartier" and "brand information" are included in the "exclusive service" section, including recent shop recommendation, product name plation, store booking and online shopping mall.

The introduction of these services has made WeChat public no longer a platform for information dissemination and digital marketing.

It starts with certain tool attributes, giving customers a chance to pay attention to public numbers, or an opportunity for stickiness.

"When the market is maturing, brands want to make public numbers that will continue to attract users' attention. It depends on what services they can provide through WeChat public."

WeChat integrated services company CuriosityChina (Chi Chi Rui) co founder Alexis Bonhomme told the interface reporter.

Alexis is a technical worker who served in the Tencent before.

This enables CuriosityChina to have some technical advantages in WeChat public management, so that it can get customers' favor.

At present, a large part of CuriosityChina's customers are luxury brands and fashion brands.

Kai Yun group, Hongkong Lifeng group, Dolce & Gabbbana, Roger Vivier, Tory Burch, BALLY, Bonpoint are all on its customer list.

According to Alexis, a standard WeChat brand should have a menu button about brand and product introduction, and recommend the function of nearby shops and navigation, and keep the creative marketing content pushed for half a month or once a month.

If you are a brand name, you can also provide users with more functions such as virtual membership card and WeChat score.

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However, the function of the advanced version is mostly in the mass consumer brand.

Because luxury brand VIP is only a very small number of customers with strong purchasing power.

These brands do not exist in their own concept of "membership". There is no such thing as a member's gift, or an integral system that stimulates customers' desire to buy and loyalty.

But with WeChat's point-to-point and personalized communication path, luxury brands can turn to more private services.

The "exclusive service" in the Cartier public number is an example.

Cartier public page screenshots you can't get away from WeChat all day long, just give the brand a channel to know you.

To provide services or push content, in the final analysis, brands want to retain customers.

This is related to the customer's attention to the brand, and also to the big data behind customers.

In business terms, it is CRM (Customer Relations Management, customer relationship management) - brand wants to understand and retain customers and potential customers.

In the past, the initial step of developing CRM for luxury brands is usually to let customers fill in a customer information sheet when paying the bill or showing interest in buying.

It contains basic personal information and sometimes involves simple questions about products and brands.

But this information table can only get a very low degree of completion.

Even though the customer is patient enough to fill out the entire form, the subjective responses written in a hurry may not necessarily reflect their true thoughts and buying habits.

Therefore, it is very difficult for the brand to come up with an effective customer management plan.

From this point of view, WeChat public number has become a good channel to get user data.

Brand can extract demographic information from age, sex, location, education level and other demographic data through WeChat's open data. It can also classify users into all customers (i.e., customers with high brand loyalty) or customers who have concurrent customers.

The purpose of obtaining such information is to manage.

On the one hand, the services provided to retain customers can be more detailed, which in turn will further enhance the stickiness of fans to public numbers.

On the other hand, data can enable brands to make targeted adjustments in product development, marketing promotion and even pricing.

This is likely to increase customer's desire to buy and enhance customer loyalty to the brand.

"CRM is knowing what customers want and giving customers what they want."

Alexis gave his own summary.

Through WeChat to help brands online CRM is the main business of CuriosityChina, "in my view, WeChat makes it all the more convenient."

Alexis said.

In fact, not only the public number, WeChat in January 2017 online small programs can also help the brand development of CRM business.

Not long ago, Longchamp launched a small program called "Longchamp Paris in Shanghai," which gave it the opportunity to collect information on customers' preference for products, store display, and so on.

And compared with the data used by WeChat public, WeChat needs to open its ports all the time. There are some risks of "being controlled by others", such as "Longchamp Paris's Shanghai chapter".

Therefore, as long as the small program with unlimited possibilities is set up, it can bring the function similar to exclusive APP for the brand, but it avoids the problem of high cost.

"Small programs can be a good complement to WeChat's official number, which represents the brand's long-term image and positioning, while small programs can do a lot of things that brands will not do on public numbers."

Alexis said.

WeChat applet "Longchamp Paris in Shanghai" WeChat allows online and offline to form a closed loop.

It is easy to overlook the fact that all of this is based on the fact that WeChat has attracted some fans.

So let's go back to the starting point of the story, and how the brand should attract fans for its own public numbers, though the luxury brands themselves have a certain fan base. This part of the fans does not need to be deliberately attracted. As Li Cuiling mentioned, even if the luxury brands even push some relatively boring brand culture stories, there will still be many people reading them, but recruiting fans is still a long-term and insisting task.

It is surely a move to make content that can be shared in the circle of friends.

But many people did not expect that the key to attracting fans is to sweep yards under the store.

"The brand of stores (quantity) will have great advantages in this respect."

Li Cuiling made observations during his years of customer service.

Then, an interesting topic was put to the front: the WeChat public seems to be an opportunity to link up online and offline.

At least in the matter of WeChat's number, in addition to various efforts on the line, the offline stores also contributed and even played a greater role.

And if we look at the operation of WeChat public for sales promotion, this is still a process of linking online and offline with WeChat as an opportunity.

In the past, ChanelCOCO Caf e, who drew a large queue in Shanghai, gave a demonstration.

Chanel requires users to make an appointment through the brand official WeChat number, while offline stores design from store to product display, and beauty and coffee products are highly shared.

Customers who have made an appointment and work hard to get into the store will not let go of any detail that can burn fruits on the social network, so that the whole coffee shop is automatically turned into a "net red shop" by users.

"From the beginning of communication with consumers, to customize services for them, and then extract big data to track their user behavior, all of these are for sale, sales on existing lines, and offline sales."

Li Cuiling said.

Take Cartier as an example. In its official account, there is a direct micro commerce mall. Some units with relatively low unit prices can be purchased directly through WeChat.

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Shanghai COCO Caf e express store

Shanghai COCO Caf e express store

But most luxury brands have not opened e-commerce in the Chinese market.

They do not have their own official online stores, nor do they want to borrow the hands of third party platforms that are easy to launch parallel trade.

Against this backdrop, luxury brands will be more popular if WeChat leads passengers to offline stores.

Correspondingly, it may be that the brand has already regarded the store navigation function as the standard of the WeChat public number.

"WeChat shortens the distance from communication to marketing."

Starting from this, Li Cuiling put forward a future concept, that is, theoretically, customers can complete all retail links such as inquiry information, consulting shopping guide, final purchase, after sale service and so on on a single platform of WeChat.

Alexis agrees.

He used a more written expression: "WeChat public number can complement many brands in order to achieve the lack of links in the Omni Chanel Strategy".

At the present stage, it is still too early to talk about achieving the full channel only from the market performance of most luxury brands in China.

Most obvious, most brands of e-commerce, online services are still missing.

"Overall, more brands are still working on the part of communication with customers."

Li Cuiling said.

More interesting reports, please pay attention to the world clothing shoes and hats net.