Luxury Brands Do Not Seize New Media Marketing And Miss China'S Opportunities

< p > here, the world's < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > a target= "_blank" href= "_blank" > shoes, < hat > net, to introduce the luxury brands such as Chanel that Miss China's opportunity: customer relationship management is the same.

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P > these big luxury brands could have gained popularity through social media such as official micro-blog, but they are not active in new media marketing. Chinese affluent consumers are not fully included in the digital contacts that have a profound impact on buying.

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< p > despising social media's big name "a href=" //www.sjfzxm.com/news/index_f.asp > luxury brand < /a > missing Chinese opportunities.

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< p > July 2, 2014, according to a joint survey by Han Weiss media group and Human High Research Institute, luxury brands did not make full use of social media, so that they missed the golden opportunity to expand vigorously in China.

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< p > from the end of 2013, the Han Wei media Italy branch investigated 1000 luxury consumers in China, mainly studying their media usage habits and brand participation.

The respondents came from 1 tier cities in China, namely Shanghai, Beijing, Guangzhou, and over 30 years old. They bought the following luxury brand products in the past 3 years: Zegna men's clothing, Bao Jia Jia, Fendi, Tang Lieqi, Loro Piana, Brunello Cucinelli, Brione, Prada, Brunello Ferragamo, Chanel and so on. They found that these luxury brands could have gained popularity through social media such as official micro-blog, but they were not active in new media marketing. Chinese affluent consumers were not fully included in the digital contacts that had profound influence on buying.

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< p > the study also pointed out a good opportunity for brands to lose in interaction with consumers: customer relationship management related contacts (such as briefings, invitations, mail) have effectively reached the target population, but they are stereotyped, lacking customization, so these contacts have little relevance to the final purchase.

The more you know how to observe the brand of consumer habits, the more insight you have into the consumer and the stronger consumer loyalty.

This will have a significant impact on consumption frequency, cross selling and maintaining contacts.

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< p > "obviously," Isabelle Harvie-Watt, chief executive officer and general manager of Han Weiss media Italy, told reporters: "brand should invest in technological means and dynamic changes, so as to effectively perceive the habits of a href=" //www.sjfzxm.com/news/index_s.asp "and consumer /a and understand their brand experience.

In this way, the customization of the product can be achieved and the unique and meaningful experience will be brought to the consumers.

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