How Should Luxury Make Use Of Indirect Influence To Create A New Community?

"Our expectation is that there is no difference between online and offline."

For the official online flagship store officially launched in July last year, Louis Vuitton global chairman and CEO MichaelBurke said.

In his view, the only difference between people buying online stores and offline stores is where they are traded.

"Before buying actually happens, many of our customer relationships take a year to develop.

This is our view that I can not turn a relationship into digitization.

The most important part of my business, on the one hand, is the manufacture of physical goods, the other is a real relationship, which is the two basic element of our business.

"When we talk about Louis Vuitton, the first thing we do is to talk about our designers, talk about fashion shows, and talk about tomorrow.

Once you are interested in tomorrow, I will tell you the story it happened yesterday, which is what we are doing now.

Burke said.

Nothing can expand this relationship more freely than an exhibition that is free to the public.

From November 16, 2018 to February 2019 1, the landmark historic building in the center of Shanghai, Shanghai Exhibition Center, launched the "flying voyage Louis Weedon" exhibition.

1000 exhibits across the brand from the beginning to the latest design.

From the historical archives of the founders' family members to the works of today's designers, this exhibition reviews the great journey of Louis Vuitton since its establishment in 1854.

As the most familiar luxury brand in France, LVMH, a luxury luxury group in France, has become a favorite brand in the eyes of consumers since it opened its first store in The Peninsula Beijing Hotel in 1992.

"When people start to like a brand, they want to know more.

It's like you are dating someone. You want to know what we are going to do today and where we are going.

Once you are in love, you will want to know more. "

Burke said.

"I think the Chinese customers of Louis Vuitton know our story. They knew the story from the twentieth Century 20 era.

Now we have achieved great success in China, and our activities have been very successful.

Do you remember the events we held together with Marc Jacobs? We had a very good fashion show.

We have done a lot of interesting things in China. We are looking forward to it. Now people are aware of this. I will tell you the rest of the story. The next story is as wonderful as what you have seen so far.

"And those customers who are very important to us, we will invite them to Shanghai. We serve them with all our heart and produce purchase orders, but this is not open to the public. No one will see that this is private."

In other words, these high-end and relatively exclusive businesses will still be a part of the brand's considerable concern.

There will be a great deal of customization of the brand, including rare leather handbags, suitcases and millions of dollars worth of premium jewelry.

"We sold more hard boxes in 2018 than any other year in the 19 century.

So we can't directly see it in our suitcase business, because customers will not buy them directly in the store, you can't leave the store with two boxes, it's not suitable for our shopping bags.

Last year, 7 officially launched its flagship store business on its official website in China. According to the brand, its online age of shoppers is also younger, which does not mean that they consume less.

In other words, more millennial consumers can access this brand through this online store.

According to Bain & amp; Bain statistics, the accelerated growth of the luxury industry is the millennial generation of 20-35, especially the millennial generation of China and the millennial generation influenced by the trend of leisure and fashion. (Company)

Federica Levato, partner of Bain company, therefore believes that the industry growth prospects for 2018 and the next few years will be "very positive".

The global luxury industry has been concerned about the "90 post" generation of Chinese consumption, but a new report shows that brands need to start developing channels in the areas where younger consumers are shaping their identities.

Bain's latest luxury report shows that in the next few years, this generation will become the key to promoting the continuous growth of China's luxury market.

This global study predicts that by 2025, China will account for 46% of global luxury consumption, up from the current 33%.

A major driving force for China's continued luxury consumption will be attracting new luxury consumers.

Since the beginning of the new millennium, 147 million of the millennial young people in China have started buying luxury goods in the past year or two.

From a demographic point of view, there will be more consumers buying these products, especially the younger generation, not only the millennials, but also the young people who have a super positive attitude towards these luxuries, Gen-Z.

Claudia D'Arpizio, another partner of Bain company, one of the leading luxury goods reports, explains.

Today, people are making new decisions about how to cater for the "millennial generation" or even younger generation of guests. Burke has different views on this. "I think the millennial generation has more in common with you than you think," he said. "For example, every generation wants to be different from the previous generation. My son wants to be very different from me. They hate my clothes and they are the same as them.

I did the same thing with my parents. I want to be very different from my father.

So this is a basic trend, because the media and communication methods have changed, and the way of obtaining information has also changed. It has become more obvious, more influential or more powerful.

The biggest difference between the millennial generation and the previous generation is the media, and the media are changing every generation or every two generations.

Let's imagine the old world of Gutenberg. When Gutenberg began to print books for everyone, it was a very different world. Before the publication of the book, only a very small number of people could reach it. So, when everyone can buy books, this is a revolution. I believe they will not call themselves "millennial generation", but this is also the same.

Technology has changed, and the media has changed very quickly.

But all this does make young people feel more secure, unlike previous generations.

This has not changed, it is the same.

Everyone feels that they are different from each other. They want to be different from the previous generation, do not want to play with their parents, and want to have their own circle. It is precisely under this idea that more and more young people have changed their choice of media.

Brands also need to pay attention to the different attitudes of young people to the influencers, who are called KOLs in China.

Research by technology giant Tencent shows that after 00, consumers do not believe in information from KOLs, and they wholeheartedly accept the recommendation of their favorite network idols.

But at the same time, do these opinion leaders who cooperate with brands really meet the demands of brand cooperation and convey information accurately?

The content of (brand) 99% is not through the release of senior brands, we must play an important role.

All the information comes from the personal understanding of those who publish these messages. We can not control it.

But I call it Wikipedia theory.

When people start talking about brands, it may not be entirely right from the beginning.

But everyone will be able to organically correct the information through independent communication, but we can not be too paranoid about it.

The information you provide must be acceptable, interesting, relevant, valuable and real.

At the same time, the brand is also using the designer's "star influence" to make designers interact with the public directly on the social platform in a more sincere way.

NicolasGhesqui re, the creative director of branded women's clothing, has joined Louis Vuitton since 2013. She has released relevant contents of the brand series on her own Instagram, and has inserted a collection of personal life, from childhood photos to leisure life, to personal thoughts collage, to maintain the frequency of almost daily updates, so that her personal fans or loyal followers of the brand can get a glimpse of his understanding of the brand in real time from the designer's own world.

And the American Virgil Abloh, who took over the banner of the men's designer and the founder of fashion brand Off-White in March 2018, is an expert who expands the influence by using social media. Her personal Instagram account has more than 280 fans.

It made him more closely connected with the younger generation.

Success has narrowed the gap between top designers and young people.

Abloh released its first Instagram status after its first Louis Vuitton men's wear conference: "you can also do" (You can doit too).

He has said that his "footprints" on social media can be used as a "development manual" for street clothing brands.

He used scientists to beat him.

"After one scientist discovered DNA, this field was opened to all scientists.

You can study something else on this basis.

My job is the same. I'm building an open source community.

This idea can also be reflected from his team members.

In his own dialogue with BoF, he said that the core team members were recruited on the streets or Instagram, "I know 4 people I hired directly from my personal letter from Instagram.

My assistant is a friend of my friend, and now he is the oldest employee. "

He said.

When social media becomes part of my life, the content of its output will become more sincere. Even if it is about the publicity content of the brand, it will make the fans on the Internet feel their "sincerity".

"That's why it is so important for Virgil and Nicolas to talk directly through social brand. It's true that information comes directly from themselves."

Burke explains, "for most people, what we want is true words.

If information comes directly from Virgil and Nicolas, it will not be questioned because they are authoritative. If they can use this authority in a real way, even if they encounter some minor obstacles, they will be remembered by the public.

Burke is confident of the two star designers.

Just last month, LVMH has just released its 2018 annual earnings report. In 2018, its share of global market share was ranked first in Asia (excluding Japan), 29%, USA second (24%) and Europe third (19%).

In terms of sales growth, the Asian market increased to the highest level, reaching 15%, followed by Japan (14%) and the United States (10%).

Jean-Jacques Guiony, group chief financial officer, pointed out that the sales growth of LVMH in the Chinese market remained at about 10%, and the growth rate was relatively steady. The expected growth rate was not slowed down due to Sino US trade friction.

For the Chinese market, Burke said: "China is the most dynamic market in the world. Because of the obvious population, migration and economic growth, China has very dense urban planning.

Every city in China is building CBD. Louis Vuitton is the partner of CBD planning. We sit down with the developers and make decisions according to the urban planning.

The issue of urban planning has become very complex. It is not only about highway, but also focuses on building cities, living styles and creating new spaces.

From the perspective of human size, pedestrians and public pport in the airport coexist. In all these places there is one of our stores, so we are very active in opening up new stores.

China is the most permeable market in the world. China's men's wear market is very important for everyone.

For us, men's clothing and women's clothing are equally important. In all our businesses, the share of ready-made garments is the highest in China.

Women's clothing is much more important than that of the United States. "

This practice also confirms that the brand is slowly expanding the public's recognition of "handbag brand" to a more comprehensive fashion brand.

"Because we all remember that 10 years ago, we opened a separate leather goods store in China. Today, we no longer do so.

All the stores that we have closed in the past five years are these separate leather goods stores, and every newly opened shop is a full store with garments, shoes and all kinds of products, "explains Burke.

According to the latest financial results of LVMH, Chinese consumers are buying more in mainland China, while buying in hot tourist market is decreasing. More local purchasing means that brands need to take more account of consumers' shopping experience in the mainland, and the development of low tier cities seems to be the key.

"Before, we would choose to open shops in hotels, we no longer do so, they are all closed."

Although the brand once used China's top hotels as the golden location for opening stores, it seems no longer today.

"The Peninsula Hotel has become the last (shop opened in the hotel).

Just like Xi'an, we chose to set up shop in Xi'an, because we realized that a large part of Chengdu shops came from Xi'an customers, and they went to Chengdu because they did not have a closer choice.

So we came up with a solution. Now our business in Xi'an is more than four times, because now they do not have to go shopping in another city.

Therefore, the massive growth achieved through urban planning is now taking place. This is the main move we have taken. Perhaps 2/3 of our decisions are based on this, and the remaining 1/3 is based on the natural growth of China's economy.

We want our products to speak like designers. We don't talk about business very often. Many people talk about their business very much - what they want to do, what they will do, and then give it a very fancy name.