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Jocie Guo'S Robbery Resonates With The Luxury Sector

2011/8/31 9:06:00 60

Jocie Guo'S Luxury Resonance Brand Value

When countless "Red Cross business general manager" Jocie Guo held expensive.

Hermes

When the high-profile photos of the bags appeared in front of the public, the netizens' unanimous condemnation came one after another.

Another thing that happened at the same time was that the popularity of Hermes in the common people increased dramatically, that is to say, the brand, known for its "high price and noble", was "advertised" after the incident.

According to the World Luxury Association, Hermes has been in the past three months.

Sales volume

After the Jocie Guo incident, the sales volume of the brand increased by 7% to 10%.

However, the brand image of the brand in the Chinese market is inversely proportional to the rising sales.

Hermes, who has always taken the high-end route with high quality products, has been labeled "vanity", "upstart" and "flaunt wealth" after the hype of the Jocie Guo incident.

"If I am the marketing director of this brand, I should have Jocie Guo after that.

Crisis consciousness

Because her image is completely away from the brand I know. "

Hong Huang, editor and publisher of China interactive media group CEO and world city iLOOK, summed up many of the "whirlpools" of speculation.

Luxury goods

The embarrassing situation of the brand.

For luxury brands, on the one hand is a huge market temptation, on the one hand is the brand image is facing challenges, and how to balance the two aspects is not easy to do.

Facing the current domestic luxury consumption driven by the two forces of "flaunting the rich" and "giving gifts culture", how to avoid "capsizing" in the torrent of "speculation" has become the latest research topic of luxury brands.

Brand image is better than sales.

After the Jocie Guo incident, according to Ouyang Kun, the chief representative of the World Luxury Association's China Representative Office, sales of Hermes increased by 7% to 10%.

Behind this growth, there is also a new trend, that is, Hermes has produced a new batch of new consumers, and the growth rate of these new consumers is almost 40%.

"Before, Hermes consumers were mostly customers of first tier cities.

In the two or three tier cities and some of the more remote cities, LV is the label of a luxury brand.

But through the Jocie Guo incident, Hermes has gained popularity in three tier cities and even no stores. Most of the new consumers come from here.

Ouyang Kun, chief representative of China Representative Office of the World Luxury Association, said.

On the surface, it is so obvious.

Sale

It may be a surprise to Hermes.

However, Ouyang Kun believes that the cultural and brand value behind Hermes has been weakened by this show.

"The most high-end consumers of Hermes are likely to associate" Jocie Guo incident "with Hermes, which will have an impact on their psychology.

"For luxury brands, their marketing positioning and route are different from ordinary brands.

They do not pay attention to "everyone knows", but the pursuit of high-end, image, is a hunger and thirst type of marketing.

"Senior marketing expert (see marketing expert blog) Chen Liang told" daily economic news "reporter.

For speculation, Ren Tianfei, a professor at Xiangtan University, said: "brand owners themselves are in a passive position. Whether this benefit or damage is based on economic benefits or brand development is different.

In the long run, a luxury brand must pay more attention to the reputation of the brand than the short term economic benefits.

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The big choice of silence is silent.

Speculation may be a topic of constant discord. One of the fundamental problems that affects it is initiative and passivity.

After the Jocie Guo incident, in the hot Transformers 3, in addition to the widespread attention of many domestic brands, implantable marketing, Hermes also had one.

Now, Hermes may be confused.

Ouyang Kun responded to Hermes's response to the "hype" incident as "a relatively calm attitude".

He believes that Hermes is also observing the market and the future direction.

As for the more deeply passive "

Event marketing

Qu Qing, a senior public relations professional, believes that, "first, if speculation is not related to the brand itself, it is not necessary for the brand to promote sales, then there is no need to respond; secondly, if the events involved have a negative impact, the manufacturers are not willing to stir up things too much, and too many people are not willing to know their brands (each brand positioning and propaganda strategy is different, some brands pay attention to low key), so they should not respond because the brand has its specific audience, that is, it only wants its target audience to understand it."

In the case of Jocie Guo, the way of handling Hermes is "very appropriate".

Chen Liang also had the same view.

He said, "brand owners can only guide target customers to choose products for a market, but they do not have a clear grasp of which people to buy and which people do not buy.

Besides, the most important value of luxury brands is brand value, among which brand image and brand connotation are the most important.

In fact, luxury goods can not be hyped up in the short term, and the market is usually not eager to make progress, and the quality of culture and quality is well established.