Luxury brands must be more professional and speak the truth in social media promotion

How to play the social media of luxury brands has been an issue of concern to the industry in the mobile internet age. And in the 2015 Winter Paris Fashion Week, luxury brand LV invited the domestic fashion Bo master Gogoboi in charge of its Sina Weibo because of unprofessional and error caused by the industry controversy, to the LV brand negative impact, as we press the event is still fermenting, but also caused by fashion bloggers and fashion traditional media editor controversy, LV also did not carry on the negative PR in time.

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Let's first comb through the process of the event:

March 11, 2015 Louis Vuitton on Sina official Weibo announced Gogoboi during the fashion show took over Louis Vuitton Sina official Weibo, Sina Weibo is part of the LV Global social media promotion program, the same time took over Twitter and Instagram, including LV creative director Nicolas Ghesquière and other global fashion bloggers

After the show was over, compared with other bloggers, Gogoboi a total of 3 micro-blogs with Louis Vuitton officials, the controversial focus has 3 aspects: not in accordance with the promise of full live this show but the P-map too show itself, show not focus on the professional; China's first media representative to interview LV Creative director is not in line with the facts.

Fashion column Tang Yu Weibo says he is not the first media representative in China to interview LV Creative Director

Through the domestic fashion industry after the disclosure in Sina Weibo caused a lot of comments, according to the fashion headline network Ladymax data statistics, there are 19,021 negative comments on this incident. The last loser is undoubtedly the LV brand.

The problem is that there are also foreign fashion bloggers in charge of the LV social media, did not cause any adverse remarks, but how in China's so-called number one fashion blogger here is a problem? There are only two answers: one is that China does not have a true sense of fashion bloggers; the second is that LV has made the taboo of social media promotion unreal ( Although not LV direct exposure is not true, but LV has been endorsed by the Bo Master)

The blowout of China's fashion bloggers came after the popularity of Sina Weibo, when a large number of self-portraits, including Taobao bloggers, and the owners of fashion reviews became lower, and most bloggers abandoned lengthy articles that required literal logic and the construction of fashion knowledge. Turning to the 140 font, which relies on quick and jokes to express views, becomes the "fashion microblog master". Since then, China's fashion bloggers have entered the era of micro-bloggers, now willing to seriously write blog bloggers rare. Big environment determines the trend, China's fashion bloggers in the world has no right to speak, language, culture is different, it is difficult to have a place. The domestic representative of the fashion blogger is "Gogobi" (Used to name: Ramen girl), pen poison tongue gossip, unlike the common fashion media that high above a "you do not understand, I tell you" posture. But LV, the historic and cultural-core luxury brand, has made the Chinese fashion blogger, which features the entertainment gossip, full of risks and is considered a quick success for China's media promotion strategy.

The New York Times Chinese Online has published "China fashion bloggers behind the power of money trading," the article on the internet to cause the "shock" fashion circle. Suzy Menks, a fashion critic at the International New York Times, has criticized European and American fashion bloggers for "becoming a human flesh hanger and a marketing job for the brand", referring to China and Russia as "countries that have had little opportunity to share fashion insights and dreams", expressed the hope to see more of the comments and opinions of the fashion bloggers coming from the new market. "But the truth tells us that it is not. When the European and American brands come to China, the agents in China will advise them to "work closely with the Weibo Reds". Because "compared with the traditional media cooperation and advertising, such a way not only direct and efficient, the cost of the need to pay a lot less." It is also the most important means of the so-called social media of most luxury brands in China.

The decline in luxury performance over the past two years has seen more and more fashionable luxury brands tend to spread through social media, which American researchers say is out of infatuation or fear. The so-called was commented as not to pick up the atmosphere and to younger, a large proportion of luxury brands have been "micro-bo, be micro-letter" status. In fact, logically, who buys a luxury brand that is spread out in social media, remember it is a luxury brand, not a FMCG brand. Everything for the KPI, all for the number of fans and forwarding volume, these luxury brands have become a major misunderstanding of social media.

Social media is a double-edged sword, fashion luxury brand or a bit of a dilemma, too obsessed with the possibility of losing the value of the brand, do not follow the fear of outdated trends and lost young users. The following excerpt from the fashion column Tang Yu Tim Voegele-downing, the global creative director of Avery Dennison Consulting company, illustrates the anxiety of the current luxury brand social media: "The brand's strategy in China now seems a little too quick, This is very bad for building a good brand image, because you need time, from all aspects, various angles to instill in your brand story, your history, this is not overnight. Most of China's consumers are not as mature as the new market audiences we have faced in the past, unlike the Japanese, who have been familiar with the history and the essence of the brand before they come in, and they need to invest in a long time and be extremely careful. But for most brands, "fast" is what they are after. Yes, but it's also a problem for these companies. So when they rush forward, a lot of things get out of hand. In large companies, lower-level executives are busy trying to figure out the psychology of superior decision makers, and no one is following up on consumers, which ultimately loses their ability to connect with the market. Understand that if you develop too quickly, you don't have time to tell a complete brand story. ”

Luxury brands can not grasp the balance between social media and network promotion, it may cause damage to the brand. Last April 23, Burberry officially entered the day cat, this is the first international luxury brand to enter the third party online shopping platform, quite a bit surprising. But the month the site sales of the situation shows that the cat official website 18 days to sell only 132 pieces of merchandise, of which 32 goods suffered unconditional return of customers, return rate of 26.4%, far higher than the cat return rate of such goods 7.21% level. International Big day Cat to embrace the network, is a channel innovation, or damage to the brand bad marketing case, waiting for the market and time to test. And last November Prada was criticized as a victim of brand weakness, and analysts wondered whether it would be overexposed.

In the global retail industry to withstand the impact of the Internet revolution today, the strategy of luxury brands seem to have always maintained with the internet a kind of aloof relationship, with Céline,chanel as the representative of the established enterprises that the Internet will lead to excessive exposure of the brand, the dissemination of content difficult to control, to maintain the brand image. Céline can be said to be a miracle, in the absence of any social media promotion, all rely on the brand every quarter of innovative design to conquer consumers. Its sales have risen steadily since 2010. The Chanel brand has no official account on the popular social networking site with nearly 50 million users, but it still does not stop users from downloading pictures from Chanel and other fashion sites and sharing them enthusiastically on the Pinterest. Chanel official online clothing pictures are only shown in flash format, can not share as if deliberately avoid being spread by social media.

But in any case, social media marketing for luxury brands is the future direction, but also pay attention to the dissemination of strategies and "degree", otherwise, just like the LV blogger in charge of the microblogging event, so that the audience to produce the rejection of the content of the spread, played a counterproductive effect. Luxury brands in China to undertake the western system, values and aesthetic height, how to use social media, is their PR in China, the biggest challenge.

Finally, this time the Chinese blogger in charge of the LV Weibo event controversy has nothing to do with fashion bloggers and traditional media editors, fashion circle, but through this incident reflects the luxury brand in social media promotion to be more professional and tell the truth, otherwise can really be bad for social media, damage brand value, lose a large number of consumers.