This Year 520, Luxury Goods And Fashion Brands Are Healing By Love.

Another day of expressing love and interest is, of course, another festival that many businesses are eager to eagerly and eagerly look forward to. As a "holiday" that is meaningful only in the context of the Chinese market, "520" is always favored by countless brands, including many overseas luxury brands. Especially after being hit by sales during the epidemic season, these brands also hope to take the opportunity to heal in this loving day.

According to Bain Consulting's recent spring report 2020, the first quarter of 2020, global luxury profits will fall more than sales. The first quarter sales of LVMH and Kering declined by about 15%. Its Richemont, a jewellery watch and so on, has fallen by 18%. All luxury brands are watching the consumption performance of the Chinese market. The fate of the two or three quarter will depend largely on the Chinese market. In recent years, the Chinese market accounts for more than 1/3 of luxury goods sales, accounting for 2/3 of the growth of the luxury goods industry.

"In April this year, we saw a very high growth rate in mainland China," said Jean-Jacques Guiony, chief financial officer of LVMH, at the investor conference call in April 16th. "It does show that after two months of blockade, the Chinese want to restore their old consumption patterns."

Although the major brands have never ceased to work hard since the outbreak of the epidemic situation in China, they seem to have been squatting away for a moment. After crossing this inflection point, they can seize the market share with high ambition. Although consumer data show that many Chinese consumers plan to spend more money cautiously, but when the mind needs to be concentrated on the "520" day and is unavoidable to have a positive correlation with monetary value, Chinese consumers have the reason to buy some high priced goods. And the consumption rebound of major luxury brands, which has long been squatting, may also be released.

Compared with all kinds of positive actions of overseas luxury goods, Chinese local brands have not paid much attention to "520". Perhaps it is because China's major electricity suppliers have already completed the strategy of making their own festivals. These platforms will occasionally carry out a series of preferential promotions on various subjects online, while local brands who are accustomed to collective participation in e-commerce activities are not too dependent on certain festivals and are not keen on stimulating sales growth through special projects.

But whether it's electricity supplier or brand, before this festival comes, what they have to do is to create a variety of prosperous atmosphere in front of consumers to attract their consumption. Throughout this year, various brands' marketing activities for "520" have shown some tacit understanding and some unexpected tricks.

1, unexpected star cooperation, but some unexpected interludes.

Louis Vuitton pulled Li Jiaqi, a carrier, into his marketing plan and completed an innovative video clip with actor Song Jia. The 3 figures of "520" are used as clues to show several leather goods and small objects. Thanks to Song Jia's star appeal and Li Jiaqi's appeal to the stars, the video received more than 2000 praise from micro-blog, and WeChat's tweets read more than 100 thousand.

As a matter of fact, the layout of the brand has already shown signs. On the eve of mother's day, the little red book account of the brand has updated a short video of Li Jiaqi's recommendation of the brand's perfume. The two close interludes reflect the desire of Louis Vuitton to reach more consumers and its ambition to restore its past strong performance.

In the early May, Gucci launched an #520 Gucci story in its official micro-blog, and asked consumers to collect stories about their brands. Gucci has also launched a series of short films on the inspiration map of the Gucci with the Tencent, and popularized the brand history and cultural connotation from the perspective of several stars. Now this brand seems to transfer the right of speech to consumers. Actually, it invited Li Yuchun, Lu Han, Ni Ni and song Yan Fei to share their stories with the brand, and expanded the participation and attention of the event with celebrity effect.

Observing the grand occasion of micro-blog's Q & A, we can see that stars can really lead some followers to share. But at the same time, this space is occupied by the fans' sharing of the reverse propaganda in the story, so this kind of landscape dispels the desire of some consumers who really want to participate in and connect with the brand, and the personal consumer story is actually difficult to find in this space.

2. A limited time program with WeChat as a camp.

Bain consulting predicts that by 2025, online sales channels will account for 30% of the global luxury goods market and Chinese consumers will occupy about 50% of the market share of the industry. The two prediction crossover points out that if the brand wants to seize market share, it is undoubtedly necessary to establish a sales channel on the well-known online platform for Chinese consumers.

Compared with previous years, brand marketing around WeChat has become a more deserved thing this year. Based on its relatively abundant financial support, the major luxury brands are relying on WeChat's small program to make a limited time store. Its emphasis on the word "time limit" is not only an eyeball effect to stimulate consumers, but also a reflection of the inner concept that luxury brands do not want to dilute the value of two.

Prada takes the definition of love and the daily life of the epidemic as its theme, and released the 520 item "love formula" (Prada 520 Mathematics of Love) as early as the end of April. At the same time, a limited time program was set up. The home page of the program was composed of the video clips produced by Cai Xukun. It also included Limited shop for consumers to purchase the 520 selected products online. In addition, the small program also provided personalized wallpaper production services, and consumers could upload photos to create wallpaper. According to the list of limited time shops, some small bags and small accessories have been sold out.

Hermes used the concept of grasping dolls to present the 520 theme, and used it to WeChat's limited experience shop "love jump Orange Box". The main function of the small program is to display and sell goods. The selected products on the homepage are divided into two columns for men and women. Consumers can click on the sidebar to check more products. Hermes obviously has no intention to incorporate more patterns and highlights to attract consumers, and still uphold the robust style of top luxury brands.

    It is worth noting that in January this year, Tmall blockbuster Cartire, which opened the flagship store at Tmall, did not choose WeChat as its main battleground in this wave of luxury qualifying process craze. Instead, it turned to Tmall to build a dynamic interface and displayed its products by Cartier, Huachen Yu, Zhang Xueying and Victoria Song. Fist. The brand also chose to launch the Trinity series limited global debut here, which is another step after its opening of Tmall flagship store and super brand day, which fully embodies the confidence of the jewellery brand to Tmall platform.

3, the brand is still keen on the limited product, and the mixed mashup is also available.

Because of the epidemic, factories of major brands were forced to shut down and disrupted the production process, which once caused some brands to break off supply chains. Nevertheless, for some luxury brands that have long been coveted by "520", their customized products are already ready. After all, the limited series can enlarge their own value and make them earn money without losing the brand value.

In April 30th, Dior released the "520" series of roses, including bags, T-Shirts, bottoms, shoes and related accessories. Subsequently, the ABCDior Chinese lettering service was introduced to enlarge the concept of "limited" and "customized". Recently, Dior has set up a WeChat virtual boutique for its high-end jewellery and watches.

The jewelry brands that are custom-made for the festival are also offering limited money. The 520 global limit released by Tiffany (Tiffany) in May 4th has been sold out in its WeChat time limited applet. Bvlgari (Bvlgari) took advantage of this opportunity to jointly launch a limited 100 calfskin bag with Alexander Wang.

Inside and outside of China's underwear brand (Neiwai), it has conducted a relatively cross border with the people. With the theme of "caring for oneself" from the female perspective, it has launched the 520 period gift box with the American brand The Laundress. The gift box includes a bottle without a steel ring inside and outside, and a bottle of The Laundress laundry liquid and clothing fragrance.

4, with the help of gender discourse, brands can catch consumers better.

For a long time, every festival that is born for love seems to be metaphorical to a consumption context that takes women as the beneficiary, while men are used to be regarded as a gift giver. Their consumption needs are often diluted or even ignored in the commercial construction scenes. In fact, according to the Boston consulting company's report, the number and amount of Chinese men's consumption are increasing. Among them, the average consumption of Chinese male consumers on line has surpassed that of women, reaching 10025 yuan per month.

Besides, with the continuous escalation of consumption in the Chinese market, besides digital products, men are more and more active in many unexpected fields, such as skin care and clothing. When more and more brands realize that male consumption behavior is undergoing evolution, they begin to add more equal perspectives to the use of goods.

Although local brands do not take an active part in 520, some brands are willing to take this opportunity to enhance the strength and image of brand communication.

For example, the men's brand seven wolves collaborate with the seven degree space choice, invites 5 pairs of heterosexual couples, tells women's daily life of buying sanitary napkins for their male partners, showing the state of interdependence and mutual care between lovers. After the release of the video from the micro-blog, the seven wolves attracted the heated discussion of the female consumers because of the precise scene of the couple's life. They also conveys the reverse love to men, and expresses appreciation and affirmation to men. This resonance, while winning the recognition of consumers, is bound to achieve the transformation of certain achievements.

HomeFacialPro chose to work with Jiang Sida and chose the "couples' view" as the theme, photographing the eyes of 10 couples staring at each other, and expressing the male and female skin care needs in an artistic way. This part of the brand is not directly using the means of various promotional means, but to borrow the theme of 520 representing love and integrate into the scenes of everyday life of various lovers, so as to sublimate the practical significance of the brand product in the minds of consumers.