Burberry Is There Any Misunderstanding About The First Chinese New Year'S Advertisement?

After D&G, there is another ocean.

"Losing" is in advertising.

In order to greet the 2019 new year, Burberry released a group of advertisements that celebrated the Chinese new year yesterday (January 3rd), named "modern new year", also known as the "fashionable family portrait for you."

The brand official micro-blog also explains the deep meaning behind this group of photos - hand in hand to interpret the family reunion, and lean close to each other.

Is there any misunderstanding about "festive"?

As long as your reading comprehension is able to pass, the picture that should be made up according to this text is supposed to be harmonious, happy and joyful. However, the cool temperament of this group of pictures and the strange action of the model make people cool behind.

These weird pictures were attacked by micro-blog on a group. Most people thought they saw ghost poster:

@emmawancong is back: Burberry doesn't pay attention to the quick hands? The hands of the cement workers, the chocolate and kiwi fruit in the cake to the brother's brother, the young men who send the food to the sanitation workers, probably won't get into the eyes of the modern people.

Then they filmed a horror film to tell you that China is like this.

@ frog field pick up machine: I see

The first reaction of the new year's advertisement is that the picture reflects the alienation of material wealth and spiritual alienation in modern families.

@ name Chuan: in every big family of China, there is a Jame who is surrounded by stars. But actually, Zhao Wei, a widow in the middle age, is in charge of the elderly. He is very good at doing things for the elderly, and is very good at giving birth to his next son and daughter. The two son is a traditional family man who is engaged in traditional industry. Just like all the younger boys, he is the only one. Only a little daughter, Dongyu Zhou, is very smart, but he is young and unruly and loves the prodigal son.

@NYLON_CHINA appreciates this group of photos: in the eyes of Ethan James Green, the portrait of the characters is cleverly blended with the daily urban background, such as chemical reactions, and the ritual of new and old, modern and traditional intertwined.

Obviously, it is necessary to combine the Chinese new year to highlight family harmony and not to lose the cool temperament of Burberry. This "propositional composition" has become a "sending proposition" after the hand of Burberry.

Ethan James Green is a photographer from the United States. He not only did not use the traditional Chinese New Year's special color, but also gave up the traditional way of expression.

The planners of this group want to express the atmosphere of the Chinese new year, and want to create breakthroughs. But the final presentation is the paradoxical background plate, the cold coldness and the "fierce" model.

There are Balenciaga, D&G and Burberry, and there are no survivors in the collision between Chinese culture and Western culture.

Foreign brands who do not want to make progress

International brands have been eyeing the Chinese market for a long time.

At the same time, it still maintains the extremely rigid management system and the traditional old-fashioned way.

Many luxury brands can summarize their attitude towards entering the local market by "high concentration of headquarters".

For the issue of "decentralization", many brands that set up branches in China are cautious.

The overall situation is that the voice of the CEO in China is negligible - the size of the decision should be sought from European companies, and the KPI of the Chinese team is the will to execute the headquarters.

The interface pointed out in November last year that a luxury brand in Europe wants to open a WeChat public account. It has been around for one or two years to get permission from European headquarters.

The Internet Ecosystem in China is quite different from that in Europe and America. To explain what WeChat is, it is not easy to persuade the European headquarters to agree with the European headquarters by controlling and evaluating the content and brand image of the headquarters.

For China's "nominal" teams, their views are likely to come from the "left ear and right ear" of the headquarters.

Unable to affect the upper level decision-making, such a problem has existed for a long time and eventually broke out in D&G.

Similar things happened before D&G.

Last May, the French store in Balenciaga had an insult to China.

A Chinese consumer was cut in by several foreigners, but he was accused of being pushed and eventually led to physical conflict.

Security guards on the store pulled up, but only "controlled" the Chinese people, and verbal insults to Chinese consumers, let them go out and never buy shoes.

From Balenciaga to D&G to Burberry, erroneously understanding and exporting Chinese culture is, on the surface, "acclimatized" and fundamentally a question of brand attitude: they consistently maintain an arrogant and lazy attitude.

"It is easy to be complacent and proud to have a pleasant journey and do not experience failures.

The result is arrogance and mistakes.

This is the fashion headline's view of D&G's insult to China.

According to the world clothing and shoe net, in 2015, Ye Xiaowei, the fashion editor director of modern communication group, interviewed the curator Andrew Bolton of China and the Anna editor of American Edition Vogue (Anna Wintour).

Ye Xiaowei boldly asked: "most of the exhibits are Western designers in the past to the east of the fantasy symbol, and does not contain modern China."

Anna Wintour thought the problem "too politicized".

It has pointed out that "China: mirror and water moon" and Dolce&Gabbana share the common sense that modern China selectively disregards and indulges in its illusions about the backwardness of Manchu China, and directly diverts cultural symbols into western design.

The top tier brands have long enjoyed a "look at everything" attitude. They think they stand at the top of scorn chain, despise the unknown market, lack of awe, and ultimately lead to a cognitive lag. Fundamentally, they do not understand the Chinese market, nor do they want to understand the Chinese market.

The so-called ignorant people are fearless. D&G will make a very special act to defame the culture of a country without knowing it.

The writer Ni Yining once said of D&G: "only the market, only the money evaporated quickly, can give them a lesson in mind, so that they can straighten their positions."

D&G is affected by the crisis public relations can not be made up for - the industry estimates that the storm has at least caused millions of dollars of losses, and future potential losses can not be estimated.

Although several photos of Burberry are not enough to cause "serious accidents", foreign brands should learn from these events. Arrogance and ignorance will only ruin their prospects. For the rapidly rising Chinese market, the first line of foreign brands should also "pick up" awe.

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