This Year'S Tanabata Marketing Did Not Discuss The Circle Of Communication Hot Spots

Nowadays, it has become a prescribed action to promote brand marketing by taking advantage of major nodes. Luxury brands, which have always been high and cold, are no exception.

Think about it carefully. In this "battle", luxury brands often offer several "killers" such as the Chinese Valentine's day exclusive, star making and social media communication. Although luxury brands struggle to compete for the market, the effect varies.

The Chinese Valentine's day, which is painted with love elements, makes consumers tired and even raises doubts about the aesthetics of luxury brands“ The communication theme of "in the name of love" has fallen into homogenization, and it is difficult to trigger more discussions, and the cooperation with stars has become a circle of self congratulation.

In the new year when the Chinese Valentine's Eve marketing is speeding up, let's have a plate of what new actions the major luxury brands have.

　　 1. Chinese Valentine's day exclusive

The launch of the exclusive Tanabata has become the foundation of luxury brands. In the past years, the brand's exclusive Tanabata will make some creative changes on the basis of the original logo, adding some symbolic symbols with the atmosphere of the festival, such as red, pink, heart-shaped elements, love words, etc. Although there is a festival celebration, the theme is clear enough, but the straightforward design is still unavoidable for most consumers to "local flavor".

　　 LV

LV launched this year's Tanabata exclusive bags or full of love elements, lipstick describes the style of love and LV logo is very eye-catching, it seems to be in order. On the contrary, what is more worth mentioning is that it has launched a pair of lovers' shoes with limited environmental protection design on Chinese Valentine's day. The hanging decorations of men's and women's styles can be assembled into complete patterns, which is a little bit of a clever idea.

　　 Bottega Veneta

Baodiejia's exclusive Jodie bag seems to be designed to cater to female consumers. The inflatable shape made of sheared wool looks light and interesting, and should be very attractive to girls.

　　 Fendi

Fendi's red and white color, vertical design of the hard handbag, red and vigorous, board like a gift box... Very good, very special.

　　 BURBERRY

At the first sight, I saw the familiar love and pink. My heart was broken. But when I looked at it, I had a special feeling of stupidity, which made me look strange.

　 2. Star power

In recent years, in building a bridge to communicate with young consumers, flow stars have become an indispensable choice for luxury brands. It seems that it has become a fixed number of times to invite stars to shoot advertisements and launch star's same gift box.

　　 Prada

Prada uses the image of CAI Xukun, the spokesman of the brand, to shoot a large advertisement, and to express his feelings to fans through CAI Xukun's original songs, and to explore the inner intention of the gift giver. The spokesperson's whole body look, the products extended from the studio, concert and other scenes are unified in the brand's Qixi concept. The glittering elements such as imitation crystal and bright face render the festival atmosphere, and the black and red color is used to highlight the brand texture.

　 　LV

In addition to traffic stars, top KOL is also a key medium for the brand to communicate with young people. Recently, LV, who has just lost its spokesperson, fan fan, invited Li Jiaqi, the first brother of lipstick, to select Cologne. Li Jiaqi, who is the host of numerous cosmetic products and has attracted a lot of color products, is quite appropriate to recommend the fall in love series of Tanabata.

　　3. Social media communication

Spreading in the social media where young consumers live can trigger more discussion and attract potential consumers. In the channels of wechat, microblog, Douyin and xiaohongshu, luxury brands have launched a series of hot spots.

Prada released a commercial film featuring Cai Xukun, the spokesperson, to convey the gift of ingenious thinking with a musical love letter, and to explore how to add the gift of Qiaosi of the giver to highlight the affection during the festival celebration. Related topics ා Prada Zhen Ai Li ා read 380 million microblogs and discussed 1.5 million. Spokesperson Cai Xukun created the original song "you know what I want" specially for the marketing of Chinese Valentine's day, and released interactive challenges in tremolo, attracting many netizens to participate in the interaction.

Balenciaga, who was out of business last year because of its local flavor, is much more rational this year. Although this year's limited fluffy and pink items are not particularly good-looking, they are much better than the ugliest hourglass that printed "I love you" in Chinese last year. A group of lovers' movies with AR glasses show the brand's perspective on festival observation.

On the whole, this year's Tanabata marketing did not discuss the hot spots of the circle, nor did it have a limited product that was ugly to astonishing. Under the slightly dull marketing, it was the performance of the luxury brand's playing method tending to be stable. Consumers don't want to see the aesthetic force is too strong, and they are tired of poor marketing routines. For the brand, how to maintain the unique marketing mode of the brand in the major nodes is the problem that needs to continue to think.