Original title: Zheng Shuang’s “rollover” Prada was hit, how much influence did celebrities have on luxury brands?
Prada certainly did not expect that after proclaiming Zheng Shuang as a spokesperson, the impact he suffered far exceeded the positive effects.
Just this afternoon, Zheng Shuang’s predecessor, Zhang Heng, posted an article revealing that he had two sons in the United States, and the birth certificate of the children was named Zheng Shuang. This incident caused an uproar. Many netizens said, “Prada’s PR tears are falling on PradaPrada.” Some people even discovered that Prada Group’s stock trend is plummeting. #PradaStock落# rushed to the No. 4 hot search.
Image source: Sina Finance
The public opinion turmoil of celebrity spokespersons directly brought an aggressive influence on the brand. Especially for high-end luxury brands, each co-star is an interpretation and promotion of the brand image, and every move of the stars will also be imprinted on the brand.
–
Selected from Weibo netizens’ views on the decline of prada stock
Before, Cai Xukun, Chunxia, and Zheng Shuang officially announced Prada spokespersons, and later Wang Junkai spoke for CL. Just recently, Cheng Yi and Zhang Yixing also won the brand cooperation between LANVIN and Shangmei Paris. Leaving aside the sudden negative factors like Zheng Shuang, high-luxury endorsements are still the most favorable proof of the commercial value of celebrities. So how much influence does celebrities have on luxury brands?
From the perspective of big data, CBNData has conducted a practical evaluation of the impact of the cooperation between celebrities and luxury goods in 2020.
–
Among the male celebrities, there are Cai Xukun, who has worked with PRADA for three years, Lu Han, who was officially announced as the spokesperson of GUCCI in September, and Zhou Zhennan, the idol born after 00; among female celebrities, you can see more female idols in the draft. There are Liu Yuxin and Yu Shuxin who debuted in “Youth With You 2” this year, and Meng Meiqi, Fu Jing, and Wu Xuanyi who debuted in “Creation 101”.
It can be clearly seen from the list that the stars have brought huge appeal to luxury brands. And luxury brands are also very clear about the meaning of stars. Especially in the past two years, major luxury brands have continued to open up the Chinese consumer market. From entering e-commerce platforms to producing “China-limited” products, they have been trying to capture more domestic consumers. The celebrities who have the absolute right to speak among the young consumer groups are their primary cooperation and marketing targets.
How much voice celebrities bring to the brand is also full of the brand’s own operation and promotion efforts. Outside the rankings, what kind of tricks did luxury goods play with celebrities?
“I want it all” representative brands: DIOR, YSL
The saying “six blue blood and eight red blood” is widely circulated in the fashion circle to divide the status of luxury brands. These 14 major brands also have their own star cooperation camps.
–
It can be clearly seen from the picture that DIOR is definitely the luxury brand with the largest celebrity family. It is not keen on giving stars the heavyweight title of “spokesperson”. Instead, it has found as many as 10 brand ambassadors and close friends with different types and labels in various branches such as ready-to-wear, beauty, and fragrance. From the Mesozoic to actor Huang Xuan, Zhao Liying, Wang Ziwen and the new-generation idols Wang Junkai, Meng Meiqi, and Liu Yuxin took all of them.
Compared with other luxury brands, DIOR is very sophisticated in star operations. For the Weibo account alone, on the basis of the total account, three sub-colons for fragrance, skin care, and beauty were added. According to CBNData star statistics, in 2020, in the total volume of interactions with celebrities mentioned in luxury brand official blogs, DIOR is far ahead with a total of 70.24 million.
–
So, who is the star who has contributed the most interactive voice to DIOR? According to CBNData’s star statistics, the overall interactive volume of brand friend Liu Yuxin far exceeds that of several other co-stars. In the official Weibo of Dior, Liu Yuxin’s personal cooperation title has also been upgraded from a close friend of a skin care brand to a close friend of all brands.
–
YSL has the same idea as DIOR. Compared with the “rain and dew” situation of DIOR’s branches, YSL’s beauty line and ready-to-wear line are quite different in star strategy. The garment line SAINTLAURENT has not yet cooperated with stars with actual titles, and the beauty line has been adhering to the “popular tactics” and already has about 10 brand friends.
In the case of many co-stars, the brand’s marketing strategy is much simpler. Whenever a new product goes online, invite every ambassador or just shoot the new product in print and blockbuster, you can easily get a huge amount of attention and forwarding.
Representative brands of “Fancy Go Heart” cooperative gameplay: GUCCI, Cartier
Some brands are keen on volume, and some brands are more willing to spend their time playing tricks with celebrities. One of the more typical cases is GUCCI. Although GUCCI until now, apart from Li Yuchun, Lu Han, Ni Ni and other three spokespersons, no celebrity has other official titles, but there are not a few celebrities jointly promoted with GUCCI.
There are holiday-themed promotions. For example, during the Chinese Valentine’s Day, GUCCI invited 6 young stars such as Lin Yanjun, Zhao Lusi, Ding Yuxi, Zhou Jieqiong, Hu Yitian, Jiang Zhenyu to form three pairs of limited-time CPs to shoot youth love micro movies with different plots; there are idols For the promotion of the theme, after THE9 debuted, GUCCI selected four members including Yu Shuxin, Xu Jiaqi, Xie Keyin, and Kong Xueer to form a small team for the new product.
–
Regardless of whether it is “CP” or squad operations, GUCCI can see that it has taken great care in catering to hot manufacturing topics.
Compared to GUCCI, Cartier is more “grounded”. When the e-commerce live broadcast wave came, Cartier chose the “open” embrace wave. On January 9, 2020, Cartier announced that it has officially entered the “Tmall Luxury” channel and opened an official flagship store. Two new products will be sold exclusively on Tmall for the first time in the world. For this opening, Cartier invited Xiao Zhan and Wang Jiaer Four stars, Zhou Zhennan, and Meng Meiqi made new blockbusters. #卡地亚在天猫# has 550 million views on Weibo topics.
–
On October 24, Cartier broadcasted a new live broadcast on the Tmall flagship store[SUR]At NATUREL High Jewelry Exhibition, dozens of stars such as Song Qian, Li Xian, Zhang Xueying, etc. participated in the exhibition. In the 2020 luxury brand Weibo celebrity interactive voice volume TOP10, Cartier ranked second only to DIOR, with celebrity effect to help brand e-commerce operations, Cartier also achieved good results.
“Simple and rude” implanted gameplay representative brands: FENDI, LANVIN, Valentino
There is also a category of brands that don’t have many official titles to celebrities, and they don’t have much marketing games with celebrities. They are a little indifferent in the star operation strategy, but they “will not refuse anyone.” The three luxury brands of FENDI, LANVIN, and Valentino generally follow this route.
According to statistics from CBNData, among the top 10 luxury brands mentioning stars on Weibo in 2020, FENDI, LANVIN and Valentino are also on the list, with more than 200 mentions.
–
In the celebrity “favored” list of the three brand official blogs, in addition to the spokespersons frequently mentioned, they will use the form of “flipping the brand” to announce that the celebrities are dressed in various occasions such as attending events, participating in variety shows, and airport fashion. Weibo related to brand apparel. For example, FENDI also specially opened a Weibo topic of #FENDI明星Look# for sharing celebrity outfits. In 2020, there are 147 celebrities mentioned on FENDI Weibo alone.
–
This method is a relatively common and simple way of cooperation for most luxury brands, lending clothes to stars for use in magazines, movie theaters, events and other occasions, in order to subtly deepen brand influence . Fans are also willing to respond enthusiastically after the brand releases Weibo, especially young idols. After the brand releases a “flop” Weibo, fans will pay attention to the Weibo comment and like interaction data of such luxury brands. , To enhance the presence of the brand under the Weibo, hoping to increase the brand fathers’ favorability towards their idols.
Whether it is an official announcement by a spokesperson, special marketing or simple celebrity interaction, luxury brands always have a unique sense of superiority in celebrity cooperation.
Fans, brokerage companies and even celebrities themselves will devote a large part of their energy to the fight for and maintenance of cooperation resources for luxury brands. Celebrities need high-luxury endorsements to enhance their overall commercial value, and high-luxury brands who want to enter the Chinese market on a larger scale will also need the help of celebrities.
In 2020, more high-end luxury brands will start targeting domestic e-commerce platforms. Cartier launched its global new product debut at the Tmall flagship store in the beginning of the year. Prada, Versace, and GUCCI have successively opened official Tmall stores. The world-renowned luxury shopping platform farfetch announced its entry into Tmall International in early 2021… While holding hands with e-commerce , They also consciously placed celebrity promotional materials in the store.
–
Compared with fast-moving consumer goods, the demand for expensive luxury goods to rely on celebrities to increase sales may not be so urgent, but it is undoubtedly the brand that delineates consumer groups who are interested in buying and uses celebrities to quickly start e-commerce platform sales channels. One step you want to achieve.
In 2021, the layout of major luxury brands in the star field will be a battle without gunsmoke. Then, who can win the flag?
–
Massive information, accurate interpretation, all in Sina Finance APP
–
Editor in charge: Xue Yongwei
– .
