Is The Era Of Luxury Brands "Full Live Broadcasting With Goods" Coming?

LV's first live show "rollover" triggering luxury brand digital marketing thinking

LV, who once had no way to play, began experimenting with online marketing. In the early days, he joined the little red book to open his own live broadcast, but he was laughed at.

The rough layout of the live broadcast, the lighting effect, the hosting style of nostalgic shopping guide, and the perception of Taobao's sale and sale are all puzzled by the audience who entered the studio: "am I missing the B station's nostalgia live special?"

Under the eyes of the public, the "overturn" of the luxury giant's live broadcast has become the "tooth picking talk" of people after dinner. It has also led to a reflection on how luxury brands can take the road of digital marketing.

LV aims to reduce the distance between consumers and consumers by means of digital marketing, and to "steal the chicken without losing the rice". The "big fat meat" is not only LV's "mouth watering", but also the other luxury brand giants.

Prada, Alexander Wang, Giorgio Armani and other luxury giants have settled in Tmall, opening up the "online" marketing of luxury goods in the form of online stores, easing the sales pressure caused by the closing of offline stores.

At the same time, "cloud show" has also been in full swing. Dior 2020 autumn winter clothing release show chose online "live cloud" interactive mode, and carried out 6 days, 6 nights, 24 hours continuous rolling live coverage for over 30 top shows. Opening the "online" marketing mode is the first step for the luxury brand to keep pace with the times and take the digital marketing of luxury brand transformation. It is also a crucial step to embrace the young consumer groups.

" Live broadcast with goods "is the self rescue of luxury brands under helplessness.

In the era of popular crossover, luxury goods began to join other brands to start cross-border marketing. Some luxury brands even started their own catering brands. When the market began to weaken, luxury brands released local flavor videos and "wonderful products", only to laugh at blogger. When the luxury brand's live broadcast rollover and cloud watching show become the laughing stock and "picking up teeth" of people after dinner, it means that the "big self help campaign" of luxury brands has already begun.

In the past, the luxury brand has begun to sink, and perhaps sinking is the wise self-help behavior of luxury brands.

In my opinion, the real reason for the "rollover" of LV's live broadcast is not that the luxury brand image and the "low flavour" gap of the live goods are not high, but that the luxury brands themselves haven't done the preview of the course of live broadcasting with goods, so the result is a drop in the bucket and a "bad student" is also expected.

After all, capital is trying to catch up with the "Li Jiaqi" and "Wei Ya" live train, and even the sound of the left behind is trying to get excited. Luo Yonghao, the old fellow, is trying to catch up with the direct seeding train. LV didn't prepare for class before class.

As the "the only surviving" first generation of net red (probably), Lao Luo also knows how to "preheat" himself in advance, and hold a Northeastern dialect to predict the live broadcast after a few days. Although Lao Luo's live broadcast path is not smooth, but the early stage public opinion has already made Lao Luo's live broadcast get the high price pit fee, and the unpredictable traffic.

Looking back at LV, in the live broadcast course, pre preparation, live broadcast courses and after-school review are all out of the question.

In the "cloud life" era, the transformation of luxury brands is a long way to go.

Define the goal of digital marketing and strengthen brand positioning.

The outbreak of the epidemic has led many industries to enter the cold winter. Luxury brands, who are trapped in the shackles of marketing, are in urgent need of finding an outlet. Live broadcast can ease the embarrassment of luxury goods and share the pressure of offline stores. Luxury brands should be clear about the marketing target of carrying goods, define the route planning of digital marketing, and change the traditional offline experience marketing mode.

After all, this luxury is not luxury, but the real luxury is health.

Embrace "Internet aborigines" - young consumer groups

China has the largest Z generation in the world (after 95 and after 00). According to the research report, Z generation accounts for 25% of the total population, and has already exceeded 24% of the Y era (80 - 94 generation of the millennial generation). It accounts for 1/4 of the world's total population, and the young consumer group is a group of people who have ignored it.

The millennial generation has a completely different view of consumption and a world view with the generation, and the "reform and opening up generation" that has grown up in the era of reform and opening up has stopped the enthusiasm for luxury. The rapid growth of young consumption power is the main force of the future middle class consumption. Their consumption view has prompted the old luxury giant to transform their marketing ideas.

The topic and gimmick of commodities are gradually being put on the stage of "marketing". How luxury brands use digital marketing to differentiate themselves from others, attract customers' attention and stimulate consumers' consumption will become the new direction of brand marketing in the post epidemic era.

Optimizing the laying of digital marketing channels

Thanks to the crazy growth of the new media network, the media channels in the era of information explosion are becoming more and more diversified. Young consumers have more brand information through social media such as micro-blog and Ins, which has lowered the threshold of consumers and brought more vitality to traditional brands. Meanwhile, a large number of new brands have sprung up.

For example, LV invited the dream of "nine hundred million girls" and Wu Yifan, a former "tiger straight man" diss object, as a brand ambassador, a joint LOL skin and cross-border Supreme.

The mainstream social platform, such as micro-blog, WeChat circle, and so on, is the change of luxury giants embracing young consumer groups. It is also the confidence of China's "localization" of "oversea" old luxury giants.

The transformation of social media means that traditional brands do not need to spend a lot of media advertising fees as they used to, laying large scale channels. Social communication is entering a speed of light, and users will actively forward the content that resonates. This makes every user a channel of social communication.

Therefore, the digitalization of channels and the way of marketing is exactly the main way for luxury brands to embrace young consumer groups. Brand marketing has a famous saying: "get young people get the world". If you want to get the favor of young consumer groups, brands will have to actively approach the habits of young consumer groups, even if they are old luxury giants.

Luxury brand "live with goods" is awesome.

We can not use the mentality of "a rat shit to ruin a pot of porridge" to judge the feasibility of the luxury brand live broadcasting mode. After all, LV can not represent the whole industry. The first show of LV's "rollover" does not mean that the digital marketing of luxury brands will not work.

Philip Kotleco, the father of modern marketing, reinterpreted the definition of marketing: marketing is a social activity and management process by which individuals or groups can exchange valuable products to meet their needs and desires through creating, providing and exchanging with others. There is another famous saying: excellent enterprises meet their needs, and excellent enterprises create markets.

For luxury brands, the "Internet based" mode of live broadcasting is probably not the development trend of luxury brands in the future, but it is the marketing way that has to be chosen at the moment. It is also the main force of the digital marketing campaign of luxury goods in the post epidemic era.

Luxury brands should combine the habit of consumers to "live in the West and live in the west", and make a marketing plan that fits their brand tonality, so that they can get the whole A in the digital marketing course.