Bitcoin Forum
June 15, 2024, 09:54:15 AM
Welcome,
Guest
. Please
login
or
register
.
News
:
Voting for pizza day contest
Home
Help
Search
Login
Register
More
Bitcoin Forum
>
Local
>
中文 (Chinese)
>
离题万里
>
迪奥香奈儿们“放下身段”能否换取市场回暖?
Pages: [
1
]
« previous topic
next topic »
Print
Author
Topic: 迪奥香奈儿们“放下身段”能否换取市场回暖? (Read 126 times)
Antnaone
(OP)
Member
Offline
Activity: 98
Merit: 10
迪奥香奈儿们“放下身段”能否换取市场回暖?
May 20, 2017, 09:11:18 AM
#1
为了维持业绩的增长,奢侈品大牌们普遍开始拓展线上渠道,自建电商平台或与第三方合作;一向高傲的大牌也纷纷放下了身段,签约流量明星、话题明星作为代言或形象大使,以发挥这些人的“带货”功能,带动销售的强劲增长。
Dior(迪奥)签约Angelababy(杨颖)成中国区形象大使、“奶茶妹妹”章泽天跑去美国举办时尚晚宴,这些孤立的事件背后,隐含着同一条主线:当奢侈品大牌电商化遇上电商高端化,会发生怎样的故事?
诸多数据显示,进入2017年,低迷了三年的奢侈品市场暖意渐浓,这一方面得益于部分区域市场比如中国市场的复苏,一方面也是奢侈品大牌纷纷拥抱线上渠道促销打折的结果。
这种回暖是否可持续?奢侈品消费能否重回往日的繁荣?为了维持业绩的增长,大牌们普遍开始拓展线上渠道,自建电商平台或与第三方合作,在这种生存逻辑下,一向高傲的奢侈品大牌也纷纷放下了身段,签约流量明星、话题明星作为代言或形象大使,以发挥这些人的“带货”功能,带动销售的强劲增长。——尽管,这也引起了一些争议。
而在中国,两大超级电商平台京东和阿里,也早已觊觎奢侈品和高端电商领域。然而以电器起家的京东、以低廉物品为主的淘宝,在高端化路上都遭遇了不少尴尬,双方的融合还有很长的路要走。
未来,奢侈品电商化的趋势不可避免。而在产品服务、终端设施、物流网络等方面,大牌们自建电商也要面对其他奢侈品电商平台的竞争。
大牌偏爱“网红流量”背后
上月底,Dior在官博宣布杨颖成为其中国区品牌大使。这条微博下,转发与评论超过80万条,不少人对杨颖的形象与Dior品牌的契合度表达了质疑。
以前的Dior代言人,詹妮弗·劳伦斯、娜塔莉·波特曼、玛丽昂·歌迪亚等,多为奥斯卡影后,演技和专业度已被公认。
围绕杨颖,充斥的则是整容、婚恋和真人秀的话题,而作为演员的影视作品乏善可陈。
21世纪经济报道记者注意到,就在这条消息发布前,一直游离在集团外的Dior时装集团被收归LVMH集团,在时尚评论人卢曦看来,这意味着不重视业绩的Dior,也要担负起“现金奶牛”的赚钱重任了。
值得关注的是,此次杨颖的角色,不仅是某个品类的大使,而是全系列的,这意味着从高定到包鞋配饰、彩妆护肤品,全都涉及。
Pages: [
1
]
Print
Bitcoin Forum
>
Local
>
中文 (Chinese)
>
离题万里
>
迪奥香奈儿们“放下身段”能否换取市场回暖?
« previous topic
next topic »
Jump to:
Please select a destination:
-----------------------------
Bitcoin
-----------------------------
=> Bitcoin Discussion
===> Legal
===> Press
===> Meetups
===> Important Announcements
=> Development & Technical Discussion
===> Wallet software
=====> Electrum
=====> Bitcoin Wallet for Android
=====> BitcoinJ
=====> Armory
=====> Mycelium
=====> Hardware wallets
=> Mining
===> Mining support
===> Pools
===> Mining software (miners)
===> Hardware
=====> Group buys
===> Mining speculation
=> Bitcoin Technical Support
=> Project Development
-----------------------------
Economy
-----------------------------
=> Economics
===> Speculation
=> Marketplace
===> Goods
=====> Computer hardware
=====> Digital goods
=======> Invites & Accounts
=====> Collectibles
===> Services
===> Currency exchange
===> Gambling
=====> Games and rounds
=====> Investor-based games
=====> Gambling discussion
===> Lending
=====> Long-term offers
===> Securities
===> Auctions
===> Service Announcements
=====> Micro Earnings
===> Service Discussion
=====> Web Wallets
=====> Exchanges
=> Trading Discussion
===> Scam Accusations
===> Reputation
-----------------------------
Other
-----------------------------
=> Meta
===> New forum software
===> Bitcoin Wiki
=> Politics & Society
=> Beginners & Help
=> Off-topic
=> Serious discussion
===> Ivory Tower
=> Archival
===> Корзина
===> CPU/GPU Bitcoin mining hardware
===> Chinese students
===> Obsolete (buying)
===> Obsolete (selling)
===> MultiBit
-----------------------------
Alternate cryptocurrencies
-----------------------------
=> Altcoin Discussion
=> Announcements (Altcoins)
===> Tokens (Altcoins)
=> Mining (Altcoins)
===> Pools (Altcoins)
=> Marketplace (Altcoins)
===> Service Announcements (Altcoins)
===> Service Discussion (Altcoins)
===> Bounties (Altcoins)
=> Speculation (Altcoins)
-----------------------------
Local
-----------------------------
=> العربية (Arabic)
===> العملات البديلة (Altcoins)
=====> النقاشات
===> إستفسارات و أسئلة المبتدئين
===> التعدين
===> النقاشات الأخرى
===> منصات التبادل
=> Bahasa Indonesia (Indonesian)
===> Marketplace (Bahasa Indonesia)
===> Mining (Bahasa Indonesia)
===> Altcoins (Bahasa Indonesia)
===> Trading dan Spekulasi
===> Ekonomi, Politik, dan Budaya
===> Topik Lainnya
=> Español (Spanish)
===> Mercado y Economía
=====> Servicios
=====> Trading y especulación
===> Hardware y Minería
===> Esquina Libre
===> Mercadillo
=====> Mexico
=====> Argentina
=====> España
=====> Centroamerica y Caribe
===> Primeros pasos y ayuda
===> Altcoins (criptomonedas alternativas)
=====> Minería de altcoins
=====> Servicios
=====> Tokens (Español)
=> 中文 (Chinese)
===> 跳蚤市场
===> 山寨币
===> 媒体
===> 挖矿
===> 离题万里
=> Hrvatski (Croatian)
===> Trgovina
===> Altcoins (Hrvatski)
=====> Announcements (Hrvatski)
===> Off-topic (Hrvatski)
=> Deutsch (German)
===> Anfänger und Hilfe
===> Mining (Deutsch)
===> Trading und Spekulation
===> Projektentwicklung
===> Off-Topic (Deutsch)
===> Treffen
===> Presse
===> Altcoins (Deutsch)
=====> Announcements (Deutsch)
===> Marktplatz
=====> Auktionen
=====> Suche
=====> Biete
=> Ελληνικά (Greek)
===> Αγορά
===> Mining Discussion (Ελληνικά)
===> Altcoins (Ελληνικά)
=====> Altcoin Announcements (Ελληνικά)
=====> Altcoin Mining (Ελληνικά)
=> עברית (Hebrew)
=> Français
===> Actualité et News
===> Débutants
===> Discussions générales et utilisation du Bitcoin
===> Mining et Hardware
===> Économie et spéculation
===> Place de marché
=====> Échanges
=====> Produits et services
=====> Petites annonces
===> Le Bitcoin et la loi
===> Wiki, documentation et traduction
===> Développement et technique
===> Vos sites et projets
===> Hors-sujet
===> Altcoins (Français)
=====> Annonces
=> India
===> Mining (India)
===> Marketplace (India)
===> Regional Languages (India)
===> Press & News from India
===> Alt Coins (India)
===> Buyer/ Seller Reputations (India)
===> Off-Topic (India)
=> Italiano (Italian)
===> Guide (Italiano)
===> Progetti
===> Discussioni avanzate e sviluppo
===> Trading, analisi e speculazione
===> Mercato
=====> Mercato valute
=====> Beni
=====> Servizi
=====> Esercizi commerciali
=====> Hardware/Mining (Italiano)
=====> Gambling (Italiano)
===> Accuse scam/truffe
===> Mining (Italiano)
===> Alt-Currencies (Italiano)
=====> Annunci
===> Raduni/Meeting (Italiano)
===> Crittografia e decentralizzazione
===> Off-Topic (Italiano)
=> 日本語 (Japanese)
===> アルトコイン
=> Nederlands (Dutch)
===> Markt
===> Gokken/lotterijen
===> Mining (Nederlands)
===> Beurzen
===> Alt Coins (Nederlands)
===> Off-topic (Nederlands)
===> Meetings (Nederlands)
=> Nigeria (Naija)
===> Politics and society (Naija)
===> Off-topic (Naija)
=> 한국어 (Korean)
===> 대체코인 Alt Coins (한국어)
=> Pilipinas
===> Altcoins (Pilipinas)
=====> Altcoin Announcements (Pilipinas)
===> Pamilihan
===> Others (Pilipinas)
=> Polski
===> Tablica ogłoszeń
===> Alternatywne kryptowaluty
=====> Nowe kryptowaluty i tokeny
=====> Tablica ogłoszeń (altcoiny)
=> Português (Portuguese)
===> Primeiros Passos (Iniciantes)
===> Economia & Mercado
===> Mineração em Geral
===> Desenvolvimento & Discussões Técnicas
===> Criptomoedas Alternativas
===> Brasil
===> Portugal
=> Русский (Russian)
===> Новички
===> Бизнес
=====> Барахолка
=====> Обменники
===> Идеи
===> Кодеры
===> Майнеры
===> Политика
===> Трейдеры
===> Альтернативные криптовалюты
=====> Токены
=====> Бayнти и aиpдpoпы
===> Хайпы
===> Работа
===> Разное
===> Oбcyждeниe Bitcoin
=====> Новости
=====> Юристы
=> Română (Romanian)
===> Anunturi importante
===> Offtopic
===> Market
=====> Discutii Servicii
===> Minerit
===> Tutoriale
===> Bine ai venit!
===> Presa
===> Altcoins (Monede Alternative)
=====> Anunturi Monede Alternative
=> Skandinavisk
=> Türkçe (Turkish)
===> Bitcoin Haberleri
===> Pazar Alanı
===> Madencilik
===> Ekonomi
===> Servisler
=====> Fonlar
===> Proje Geliştirme
===> Alternatif Kripto-Paralar
=====> Madencilik (Alternatif Kripto-Paralar)
=====> Duyurular (Alternatif Kripto-Paralar)
===> Konu Dışı
===> Yeni Başlayanlar & Yardım
===> Buluşmalar
=> Other languages/locations
Loading...