Can Luxury Products Enter Wechat'S Luxury Marketing Market?

Editor's Note:

As a short video app loved by young people in China, chattering has recently become the focus of luxury marketers.

Although some people in the industry think that the app is too popular, it will weaken the noble image of luxury brands. This does not prevent high-end players such as ChristianDior, Louis Vuitton and Chanel from entering the platform.

At this rate of development, will tomorrow's quiver be today's WeChat?

Christian Dior is the first brand in the luxury industry to have a comprehensive layout.

Dior's Chinese spokesman told JingDaily, "users of vibrato are mostly young women. They are users with high consumption ability. They are also buyers of luxury brands in the long run."

The latest statistics released in January 15th indicate that the number of active users per day (DAU) of the app is 250 million, and the number of active users per month is more than 500 million.

The data also showed that about 60% of the users were women and 70% lived in the first and second tier cities of China.

The number and proportion of users who tremble can be tempting for marketers.

Moreover, the app, which was born in September 2016, can be so hot in just two years, indicating its strong growth potential.

In addition to advertising, Dior has an official account on the jitter, and its frequency of release and update is completely synchronized with the brand's promotional activities in China.

Since its launch last August, the French luxury giant has had 282700 fans on the jitter, and has released 114 videos containing 10 Tags, receiving over 1 million 300 thousand "likes".

In addition to advertising, Christian Dior also has an official account of jitter. Its release time keeps pace with the brand's campaign plan in China.

In the promotional video released by Dior, actors like Angelababy, Wang Ziwen and Wang Luodan showed the highest interaction in the video of the SaddleBags, receiving 183500 favorite and 4100 comments.

Last December, the video of "LadyDior" art handbag jointly launched by Dior and several British and American artists was also enjoyed 100 thousand times.

However, the number of posts below 1000 or even 100 is also very common.

"The vibrato video format is vertical, so the content and format of the video are appropriate, which is the key to the popularity of the video," said JasonYu, general manager of Kantar Worldpanel in China.

"A good video will stimulate users' autonomous re creation, so as to achieve the purpose of the two communication."

Other luxury brands are more cautious about their voice.

A few weeks ago, French luxury goods giant LouisVuitton tried water on the jitter. He made a two day Christmas promotion campaign in from December 18th to 19th.

Target users can see advertisements in their subscriptions and click the sales page to place orders directly.

Chinese media reported that the click through rate of the advertisement was higher than that of the industry average.

In early July of last year, Chanel's water trial advertisement on the jitter caused criticism from the industry, because the effect of the campaign failed to meet expectations.

Chanel directly publicized its J12 series watches in an official account entitled "beautiful objects", showing its artistic sense of life.

The account directly released a series of advertising videos of Chanel J12 watch.

Ashley GalinaDudarenok, the author of Amazon's best seller, digital China: co operating with bloggers, big coffee and KOL, thinks luxury brands sometimes cater to Chinese fashion and digital trends. Chanel's initial experience is a typical example.

AnQianni, a senior business executive at CuriosityChina (a Farfetch company), further explained: "the real thing that can be pmitted on shaking is the content of very earthing gas, and sometimes it needs vulgar content to catch the eye."

In other words, the problem of jitter is that the users of its platform are not consumers of luxury goods.

Dior seems to disagree.

"The contents of the jitter are driven by algorithms, which means that readers' habits of reading shape what they will accept.

Therefore, we believe that our marketing information can be conveyed to our target users. "

Another question is whether app users have the luxury of purchasing luxury goods.

Dudarenok said, "it turns out that most of the users can't afford luxuries." Yu of KantarWorldPanel responded: "in view of the high quality and exclusiveness of luxury goods, the sales conversion rate on vibrato will be relatively low.

In other words, there are many onlookers and relatively few people.

In recent months, the voice has also added an electric business function to help brand traffic realisation.

For example, ChristianDior has stores on vibrato, and users can directly place orders in app.

Chanel also added the next link in the vibrato video to increase the single rate.

"The function of adding electricity to vibrate is in line with the overall trend of complementary electricity and digital content, which can bring more sales opportunities to the brand," Kantar Yu pointed out.

Whether it will pose a threat to the current social media marketing king WeChat, Yu said: "WeChat has its own complete ecosystem, from social networking, video to small programs and payment services.

Trembling is far from threatening. "