Big Data Era: Look At The Digital Pformation Of Burberry Burberry

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In the age of media, the media of communication are changing. With the rise of luxury goods market in BRICs, most of the shopping habits of these consumer groups are already inextricably linked to the Internet. When the luxury brands encounter social media, can they still maintain their high status and take the traditional marketing approach, or should they be involved in social media marketing? For luxury goods, neither traditional marketing nor socialized marketing methods should be interpreted by ordinary values and marketing concepts.

In the past, the traditional luxury consumers were middle-aged and middle class with "wealth".

Today, the real consumer group in the luxury goods industry has undergone tremendous changes.

In the past twenty years, the number of luxury consumers in the world has increased three times, reaching 330 million in 2013.

Among them, 1/3 consumers come from developing countries, and 50 million from China.

By 2015, China is expected to become the world's largest consumer of luxury goods.

Today's luxury goods consumers are smart and knowledgeable, and do not hesitate to travel around for large purchases.

Look at the Chinese consumers at the gate of luxury stores in France and Italy.

Traditional luxury marketing is to let consumers see glossy fashion magazines, high-end fashion shows, or invite celebrity endorsements, and use their charm to increase brand attractiveness.

For a long time, the luxury industry has been expanded by traditional paper media, store advertising and fashion activities.

In the age of science and technology, consumers gradually enjoy luxury consumption on the Internet.

According to McKinsey statistics, online shopping has accounted for 4% of luxury consumption, and 20% of luxury consumption is done under the influence of digital media.

At least 70% of luxury consumers use smart phones to log on to luxury brand clients or touchscreen to find their favorite products.

More than half of the luxury consumers reach the physical store before using the mobile Internet to complete the merchandise search, inquire the address and the lowest price.

In the past, luxury brands such as LV, Prada, Channel and so on all along insisted on the style and standard of traditional luxury goods.

However, with the deepening of luxury consumption, many people are no longer keen to buy these traditional "big cards" and instead choose the same low-key brands with the highest quality from European masters.

For example, President Obama likes the Italy shoe brand, SilvanoLattanzi, whose shoes are hand sewn for months, tailoring the most fitting shoes for the guests, and finally putting the guests' names inside the shoes.

Let's take the British luxury brand Burberry (Burberry) as an example.

Burberry has been in China for more than 20 years. The impression of consumers is a traditional, authentic and classic British style. "We don't want to lose this point."

Chief executive and creative director Christopher Bailey said, "but at the same time, we want to build a new Burberry, a brand for a new generation of luxury consumers and markets, so we do digital marketing."

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Aiming at "80 after", this group is often ignored by other luxury companies, but it is indeed an emerging market.

Burberry's market survey shows that the average age of high net worth customers in developing countries is 15 years younger than those in the United States and Britain.

But how should we communicate with this age group? "What is their language?" chief executive Angela Alenz answered this year's question of Fortune magazine. "We looked at each other and said" digital 'in chorus. "

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The BurberryWorld website is newly launched in 45 countries around the world. The 6 languages meet different users' online shopping. At the same time, they offer 14 languages of customer service for users to consult at any time.

The website is the core component of Burberry's enhanced digital business strategy, and has a full set of electronic commerce functions.

Since June 2012, visitors to the Burberry website have been able to share websites with Chinese active social media platforms, including Sina micro-blog, Kaixin, watercress and QQ.

At present, Burberry has more than more than 350 thousand fans of sina micro-blog, surpassing all other luxury brands.

Burberry CEO Angela alenz often says that young employees of the company explain to her the plation of the digital world today.

70% of Burberry's headquarters are under 30 years of age.

Bailey said the company encouraged them to use Facebook and Twitter at work time.

In November 2009, a special social networking site on Burberry went online, and fans of Burberry windbreaker around the world could upload photos of Burberry windbreaker on their homepage.

When Bailey talked about the source of the inspiration, he said, "everyone has different stories about their coats or their first contact with windbreaker. I like the idea that people from all over the world can share their stories and photos with others, and all those who wear Burberry windbreaker can share their attitudes and expressions about this."

However, it is worth noting that the most important aspect of luxury brand marketing is to maintain an independent personality. Luxury brands have the right and obligation to maintain a sense of mystery for the online public. For example, Chanel refused to open Instagram accounts. LaurentFrancois said, "we will once again experience waves of platforms or exclusive circles that only invite codes to apply."