Return To Innocence And See If Dior Is Effective In Advertising.

A factory woman worker in a three or four line city should see a very rude advertisement?

In a series of luxury brands 2018 autumn and winter series, Dior new saddle bag with a local flavor advertising to kill the siege.

4 million 380 thousand video playback volume and cumulative number of more than twenty thousand forwarding and comment numbers. Many netizens saw Dior micro-blog watch the video after seeing the two spread. The advertisement called "Dior 2018, autumn and winter clothing series saddle bag X Elle Lee" is not a dispute, but a completely negative comment. Even if Dior true love powder is facing this video, I am afraid I am speechless.

As a matter of fact, before the release of this advertisement, the Dior public relations team can not be aware of the violation of this video tonal. So, the fierce market reaction is Dior. market What did the team want? Before the deadline, the video on July 20th was still kept on the official micro-blog page of Dior, and the data was continuously updated.

Dior has not made an official response so far, nor has it mentioned it in any interview. Last time, Dior China fell into a similar situation, or in October last year, Zhao Liying deleted the relevant micro-blog after the English pronunciation was tucking out, and the Dior flavor Dior fragrance was fermented in public opinion for about a week.

He has been in charge of Dior brand for more than 20 years. Sidney Toledano In an interview, he strongly responded to Zhao Liying's role as a brand ambassador, not only expressing his disapproval of some of the remarks from outside, but also revealed that Dior appointed more ambassadors to attract more younger generation of consumers. "Although Dior is not a teenager brand, we hope that young people will yearn for Dior."

From clothing design to more and more wear fashion The increasingly frequent interaction of Dior has made it clear that the marketing strategy for young people is young and traffic is global. However, if we only blame the "Dior" in the marketing of China's repeated rollover to "younger", it can only be said that the brand's misunderstanding of Chinese young people is deep and mysterious. It should be said that this has nothing to do with market insight, but only to the bottom line of aesthetics.

Beyond a group of ridicule discussions, it is worthwhile to explore the argument that: in Europe and the United States, with the development of no picture advertisements and big code models, this really restored the majority of Chinese women in the workplace. Why not?

But truth is not roughness. Calvin Klein underwear has also used the big code model, but it still shows the idea of "big size can be so confident", and the advertising shooting has maintained a consistent standard. A more familiar example is the recent SK-II budgets who spend a lot of money on advertising.

On the contrary, the advertisement of Dior, China, whether it is the lens that swaying and pushing and rotating, or the smiling face of the attentive salesperson, and the scene of the mirror's modeling, all reveal a superficial fetish. No professional polish and later can tell you whether it is an official advertisement or a live broadcast of a friend circle.

In addition, even if the values are more diverse. market "True marketing" also does not apply to all categories and brands. Over the years, many brands such as Dove and H&M have been able to afford fast food products that everyone can afford.

Why consumers are stung by Dior advertisements is because the luxury brand has been punctured by decades of carefully blown bubbles. This makes people feel that the money spent in the past for Dior is not worth it, and the beloved bag suddenly becomes the standard of beauty in the city. How does it not hurt?

Performance pressure has changed the attitude of luxury brands to the electricity supplier, and once attacked the "online shopping luxury goods, 80% of which are fake". Hermes also opened Limited stores in the WeChat public number, and Cartire, Wan Guobiao, MontBlanc, long and so on all launched the WeChat sales platform. Dior is the first selling bag in the circle of friends.

But the change in channel is not the reason why luxury brands regard Chinese consumers as consumers. Advertising should project the life style that consumers yearn for.

The idea that using life fragments can lead to consumer resonance and promote consumption is not only unpleasant but also makes people feel that the brand looks down on them. "Should a factory woman worker in a three or four line city see a very rude advertisement?" Ye Minggui, Ogilvy long strategy director of Taiwan, believes that this is a common misunderstanding in the advertising industry. "Advertising should be refined, cultured and tasteful at all times, and high civilization is absolutely conquered (all spectators)."