Luxury Brands Are 5 Ways To Conquer Global Consumers.

International brand's favorite marketing strategy, learn about it.

The most popular marketing strategy of international brand is the obvious marketing method.

Storytelling, especially with the royal family, celebrities and aristocrats; emphasis on manual; emphasis on scarcity and uniqueness; emphasize the strongest technology; emphasize the sense of design; employ positive energy celebrities to do brand endorsement, and in marketing creativity, the starting point is high and the handwriting is relatively large, but most of them will not be too out of place.

I like to talk about history. Almost all the international luxury brands will emphasize their long history, such as Chanel, LV, Hermes, PRADA, Cartire and so on. Because of its long history, it will often highlight the charm of the brand with a hundred years of history.

Indeed, this is also a highlight.

Chanel was founded in 1910, Hermes is 1837, Cartire is 1847, Vacheron Constantin is 1755, and so on. This is an endorsement that can be trusted for any super purchasing power customer.

1. create the legend of Founder

Very prominent, such as Chanel, often focuses on the experiences, ideas and creativity of Gabriella cocoa Chanel, depicting her life experience as a legend. We can see many love stories, design stories, or various viewpoints on many occasions.

When it comes to the story of the founder, we must also talk about Fendi, a luxury brand that started in the first World War and is famous for its fur coat.

At the end of the 1940s, the five daughters of the founder of the brand entered Fendi after finishing their studies.

2. create classic stories for brands

Every high-end brand has a fascinating legend.

The legendary characters, legendary language and legendary customers satisfied the hearts of consumers and created different customer loyalty.

When I first saw the slogan of the world's first watch Patek Philippe, I was deeply attracted. "You can never really have a piece of 100 Da Fei Li, you only treasure it for your future generations."

The successful experience of some excellent brands in China also proves this: the story of Haier Zhang Ruimin swinging a big hammer to fridge, China Mobile rescue at sea, and Shuijingfang's legendary archaeological discoveries have great influence on brand building.

The world famous mineral water E-vian (Yi Yun) is a typical legend brand.

The majestic the Alps behind the town of Evian town in the French town is the source of Evian water. The snowmelt and mountain rain in the alpine hinterland have formed the Evian water after 15 years of natural filtration and mineralization of glacial sand.

The discovery of Evian is a legend.

In the summer of 1789, a French nobleman named MarquisdeLessert suffered from kidney stones.

One day, when he walked to the nearby town of Evian, he took some springs from the gentleman garden of Cachat.

After drinking for some time, he was surprised to find that his illness miraculously healed.

This amazing story spread quickly, and experts analyzed and proved the efficacy of Evian water.

Since then, a large number of people have come to Evian town to experience the magic of Evian water, and doctors have included it in the prescription.

Cachat gentleman decided to fence his springs and start selling Evian water.

Napoleon III and his Empress are very fond of mineral water in Evian town. In 1864, they were officially named Evian town (Evian came from Latin, the original meaning is water).

Now Evian has a global market share of up to 10.8%.

Hermes is also a story king. Just the carriage LOGO is endowed with too many stories. Its exploding story is deeply rooted in the essence of Internet thinking. For example, the Kelly bag, the sac a Depeches briefcase, the agenda book, the "Chained'Ancre" anchor bracelet and the ladies' riding dress are all legendary works of fame, which are named after the Monaco imperial concubine.

3. emphasis on handwork

They will emphasize the craftsman's rank, such as how long the experience will be, the complexity and quantity of the process, the time spent on each process, and the number of craftsmen and the number of hours it needs after the whole product is completed.

We have to see another situation, most of the high-end brand marketing ideas are mostly more regulated, but the starting point is very high, to the whole social development, civilization and progress, cultural innovation, the height of the ideological trend, to do creative.

Typical examples are Dior flower walls, decorated with millions of flowers.

Cartire's top Jewellery Show, from Paris air pport installation art; high indoor air Health Roadmap imported from the floor, Chinese Elite report.

4. celebrity endorsement

There are some differences with celebrity endorsements. High-end brands will ask some famous stars to endorse, but on the other hand, they will find many influential consumers to speak good words for themselves, especially those of emperors, Empress and aristocrats in history.

The brand is created by customers, which is most appropriate for high-end brands.

What kind of person is your customer reflects your brand.

There is an old saying in China that "peach is not a word, it is self made". It is more attractive to create the charm of silence.

Since its founding in 1919, Bingley Owen, the British car, has been famous for the world's top cars. The noble taste of YISHION's English flavor is known by professionals as "the car most wanted to have in life". "Bentley"

The queen of England ascended the throne 50th anniversary, designated a new Bentley as a driving car to attend the celebration.

In China, only those who have more than 30 million yuan in wealth may become owners of Bentley.

Then, the use scenarios of these high-end customers will be presented to the public. Naturally, they are very good marketing content, and it is easy to impress potential customers.

5., circle marketing.

Circle marketing is essentially the interpersonal communication marketing in the same circle, and it is becoming one of the main marketing means of the high-end market in the future.

High end consumer goods aim to lock a circle or create a circle to create a common cultural atmosphere and taste of the circle, thus forming a sense of belonging and maximizing the influence of marketing within the circle.

High end consumers, especially the affluent, attach great importance to the network of people. They often join some high-end social circles.

The members of the high-end social circle have great influence. If a brand can get the trust of one member, he will be recommended to other members by him. It will be widely accepted by the whole circle.

At the same time, circle marketing can also affect the outer circle.

The brand can make use of the high degree of concern of ordinary consumers on the circle, create a consumption grade and value orientation that is exclusive to a certain level, and influence the consumers who envy or want to join the circle, so that they can move closer to the high-end circles and encourage them to imitate consumption.