大牛时代配资公司

明星才是奢侈品在中国的“金主爸爸“?

2018-12-14 14:15:32 编辑:奢雅网小编

SHIJISHANG,ZAIDAIYANSHECHIPINZHEIJIANSHISHANG,ZHUDONGQUANZAOYICONGSHECHIPINZHUANYIDAOLEYIRENHEMINGXINGSHOUZHONG,ZHEIZAIYIWANGSHIJIHUBUKENENGFASHENGDESHIQING——SHECHIPINHUODONGLILAISHIGEDAYIRENZHENGQIANGDEZIYUAN,TAXIANGZHENGLEYIRENDEGAO

实际上,在代言奢侈品这件事上,主动权早已从奢侈品转移到了艺人和明星手中,这在以往是几乎不可能发生的事情——奢侈品活动历来是各大艺人争抢的资源,它象征了艺人的高端形象和商业价值;可如今,中国消费者和明星粉丝强大的购买力,让这些奢侈品牌早已不再高贵冷艳,而是为了销量纷纷在中国寻找明星、艺人代言。

XIANZAI,LUNDAOSHECHIPINZAIZHONGGUO“DITOU”LE。

奢侈品的中国明星代言:

从高冷到“批发”

YIZHIYILAI,SHECHIPINPINPAISIHUDOUJIRENYIZHONGLENGYANGAOGUIDEXINGXIANG,ZAIXUANZEDAIYANRENDEWENTISHANGSHENZHIYOUSHEN,TEBIESHIYIXIEOUMEIDESHECHIPINPINPAI,SHENZHIDUIDAIYANRENDEGUOJIDENGYOUMINGQUEYAOQIU,LIRUYINGGUOPINPAIBurberry,ZAIGUOQUCONGLAIBUHUIXUANZEFEIYINGJIDAIYANREN。

2007NIAN,NEIDIYANYUANLIBINGBINGCHENGWEISHECHIPINJITUANLIFENGQIXIACHANPINWANBAOLONGDEYATAIQUPINPAIXINGXIANGDASHI。YIWEIYENEIZISHENJINGJIRENGAOSUDUMOU:“ZHEIZAIGUONEILISHISHANG‘KAITIANPIDI’DESHIQING,BIJINGCONGLAIMEIYOUWANBAOLONGZHEIGEJIBIEDESHECHIPIN,ZAIZHONGGUOZHAOGUODAIYANREN。”

2007NIANLIBINGBINGCHENGWEIWANBAOLONGYATAIQUPINPAIXINGXIANGDASHI

ZHIHOU,SUIZHELIBINGBINGGUOJIZHIMINGDUDEBUDUANTISHENG,TAYOUZAI2012NIANCHENGWEILEGucci DEYAZHOUDAIYANREN,CINIANTISHENGWEIQUANQIUQUANXIANDAIYAN。QITAYIXIEXIANGYUGUOJIDEZHONGGUONVYANYUAN,YEDOUXIANHOUYUSHECHIPINJIEYUAN:ZHANGMANYUNAXIAPiagetBOJUEZHUBAOHEWANBIAODEQUANQIUDAIYAN、ZHANGZIYIDAIYANEmporio Armani、Chanel DEXINGXIANGDASHISHIZHOUXUN、LV SHOUDAIDEXINGXIANGDASHISHIFANBINGBING……JIBENDOUSHIYOUZAIYULEQUANYOUYIDINGDIWEIDE“DAHUA”、YINGHOU。

大牛时代配资公司DANGSHI,DAIYANGUOJISHECHIPINSHIYIJIAN“RONGYU”DESHIQING,YESHIYIJIANBURONGYIDESHI。

CHULE“GUOJIYINGXIANGLI”DENGDEZHIBIAO,YOUXIANGGUANCONGYEZHEXIANGDUMOUTOULU,HENDUOPINPAIHAIHUIKAOLV“HEPINPAIDEQIHEDU”DENGCHOUXIANGDEZHIBIAO。“BUSHAOPINPAIZAIHEYIRENHEZUOQIAN,DOUHUISHEZHIYIGEKAOCHADEGUOCHENG,LIRUXIANRANGYIRENZAIGONGKAICHANGHECHUANDAI、SHIYONGXIANGGUANCHANPIN,LAIGUANCHAQIXINGXIANGYIJIWAIJIEPINGJIA,ZAIJIEHEYIRENZISHENDEYEWUCHENGJI,JUEDINGSHIFOUSHIYONG。”

CHULESHEZHIKAOYAN,DANGSHIDESHECHIPINDUIZHAOMINGXINGZUODAIYANYISHI,ZITAIYESHIFEN“GAOGUI”、JINSHEN。

HENZHONGYAODEYIGEYUANYINZAIYU,XIANGBIYUPUTONGSHANGPIN,SHECHIPINGUOQUDEMUBIAOSHOUZHONGBIJIAOQINGXI,JIJIAOQIANGXIAOFEINENGLIDESHANGLIUSHEHUIRENQUN。ZHEIXIESHOUZHONGQUNTIGENGWEIKANZHONGPINZHIHEPINPAIZHIMINGDUDU,RUGUOCAIYONGLEHEPINPAIDIAOXINGBUDADEMINGXINGLAIZUOXUANCHUAN,KENENGHUIYINFAXIAOFEIZHEDEFANGAN、POHUAIPINPAIQIZHI,JINERCHANSHENGFUMIANXIAOGUO。ChanelDEQIANDONGSHIZHANGAILI·KEPEIMANCENGTOULU,“TUIXIAOSHISHANGSHIHENJIHUIDE,HUIJIANGDIPINPAIDEGEDIAO。”ERZHEIJIHUSHISHECHIPINPAIGAOCENGHESHEJISHIMENDEGONGSHI。

2001NIAN,ChanelCENGYUCHUZAISHIYEGAOFENGQIDELIMINDACHENGHEZUO,MEICENGXIANGQUEZAODAOLEDANGSHIXIANGGANGMINGYUANHEKUOTAITAIMENDEQIANGLIEFANDUI。YOUBAODAOCHENG,HENDUORENKANGYI,RENWEILIMINXINGXIANGYUChanelBUFUHE,SHENZHIYAOLIANMINGDIZHIChanel。WUNAIZHIXIA,ChanelZHINENGZAIQIANYUESANGEYUEHOU,JIUXUANZETINGZHIYULIMINHEZUO。

香港名媛和阔太太们集体反对Chanel

和李玟的合作

YEZHENGYINYOUZHEIXIEXIANGDUIKEKEDETIAOJIAN,GUOQUNENGGOUCHENGWEISHECHIPINDAIYANRENDEZHONGGUOMINGXINGSHAOZHIYOUSHAO。BUGUO,ZHEIZHONGGAOLENG,ZAI2015NIANZUOYOUYOULEGAIBIAN。

大牛时代配资公司CONG2015NIANQI,XUDUOSHECHIPINPINPAIJIUPINFANKAISHIYUGUONEIYIRENZHANKAIHEZUO,HEZUODUIXIANGBUZAIZHIXIANYUYOUYIDINGGUOJIDIWEIDEZHIMINGYIREN,“XIAOHUA”HEXIAOXIANROUCHENGLESHECHIPINDEXINCHONG。

2015NIAN,LIUYIFEIGUANXUANCHENGWEI Dior HUAMIXILIEDEXINGXIANGDASHI,CHENGWEIDIYIGEYONGYOUGAOSHEPINPAItitleDE“XIAOHUA”。ZHIHOU,LIUSHISHICHENGWEITod'sPINPAIDASHI,TANGYANCHENGWEIBallySHOUWEIYATAIQUPINPAIDAIYANREN。WUYIFANZEZAIXIAOXIANROUZHONGYIQIJUECHEN,NAXIABurberrySHOUWEIHUARENQUANPINPAIQUANQIUDAIYANRENHEBvlgariDEPINPAIDAIYANREN,SHENZHIZAIJINQIGUANXUANLELVPINPAIDAIYANREN。

LIUYIFEIDANRENDiorDIAOHUAMIXILIEDAZHONGHUAQUXINGXIANGDASHI

DAOLEJINTIAN,GUONEIMINGXINGDAIYANSHECHIPINYIJINGSHIFEICHANGCHANGJIANDESHIQINGLE,DAIYANRENYEYUELAIYUENIANQING:WANGJUNKAINAXIALANKOUCAIZHUANGYUXIANGSHUIDASHI、WANGYUANCHENGWEIXIAOBANGQUANQIUFANWEINEIZUINIANQINGDEPINPAIDASHI、ERYIYANGQIANXIYEZAIBAYUEZHONGXUNGUANXUANWEIBottega VenetaYATAIQUDAIYANREN——ZHEIYESHIGUONEI95HOUMINGXINGDEDIYIGEDINGSHEDAIYAN;CHUZI《OUXIANGLIANXISHENG》CHENLINONGYEZAI8YUEGUANXUANJIFANXIMEIZHUANGDEPINPAIZHIYOU,ERCISHIJULITAZHENGSHICHUDAOCAIZHIGUOLEJIGEYUESHIJIAN。

WANGYUANCHENGWEIXIAOBANGQUANQIUFANWEINEIZUINIANQINGDEPINPAIDASHI

大牛时代配资公司BUJINRUCI,DUIYUGEBIEPINPAIERYAN,JINYAOQINGYILIANGWEIDAIYANRENHAIBUNENGMANZUQIXUQIU。YUSHI,HENDUOSHECHIPINKAISHIWEIXIANGBAO、YANJING、CAIZHUANG、XIANGSHUIDENGDUOGECHANPINXIANFENBIESHELIDASHI,TONGYIGECHANPINXIANSHENZHIHAIKENENGBUZHIYIWEIDASHI。

ZUIWEIDIANXINGDEMOGUOYUDior,QIZHONGGUOQUPINPAIDASHIYOUAngelababy、ZHAOLIYING、HUANGXUANSANWEI,QITAFENXIANDASHIZEDA7WEI(WANGZIWEN、HANDONGJUN、YANGCAIYU、HUANGJINGYU、ZHUBAOSHEJISHIWANBAOBAO、XIANGGANGHONGMENGONGGUANGONGSIZONGJINGLILIUZHAO、SHOUZANGJIALEIWANYING、NANZHUANGZHONGGUOQUQIANXIDASHICHENFEIYU),YIDUBEIWANGYOUTUCAO“DiorSHIPIFADASHI”。

BUGUO,PINPAIDUIYULIULIANGDEZHONGSHI,YENANMIANHUIWEIQIZHAOZHIFEIYI:2017NIAN4YUE,DiorGUANXUANAngelababyCHENGWEIZHONGGUOQUPINPAIDASHI,YOUZAI10YUEFANGCHUSHIPINGUANXUANZHAOLIYINGCHENGWEIDiorZHONGGUOQUPINPAIXINGXIANGDASHI,ZHEILIANGWEIYIRENDOUSHIGUOMINDUJIAOGAODERENQINVXING,DANYIGEEPINGBUSHAO、YIGEYINWEIXUANCHUANSHIPINLIDEYINGYUKOUYINBEI“QUNCHAO”,SIHUDOUBUFUHEGAODUANSHECHIPINYIGUANDEXUANZE,HENDUOWANGYOUPINGJIA“DiorDEBIGEDOUBEILADILE”。

Angelababy、ZHAOLIYINGREZHENGYI

YIZHOUQIAN,LV“FEIXING、HANGXING、LVXING”ZHANLANHONGTANBIANCHENGLEZHONGGUOMINGXINGDEXIUCHANG,TANGYAN、SUNLI、LIUHAORANDENGDANGHONGMINGXINGFENFENCHUXI。“SHUOSHIHUA,ZHIQIANBAOKUOXIANZAIWOMENFUZEDEPINPAIZAINEI,HAOXIANGHAIZHENMEIYOUYUDAOGUODAGUIMOYAOQINGZHONGGUOMINGXINGDEANLI。”MIANDUISHECHIPINDAFADEZHUANBIAN,YIWEISHECHIPINPINPAIGONGGUANCONGYEZHEDUIDUMOUGANTAN。

明星=粉丝=销量

ZHONGGUOXIAOFEIZHEQIANGSHENGDEGOUMAILI,RANGYUANBENLENGYANGAOGUIDESHECHIPINPINPAI,YIYEZHIJIANZHUANBIANLEDUIZHONGGUOSHICHANGDETAIDU,BINGBUYIWAI。WEIHEZHEIXIESHECHIPINBUGUBUFENXIAOFEIZHEFANDUI、DAGUIMOYAOQINGZHONGGUODELIULIANGMINGXINGDAIYAN?

YIQIEDOUSHIWEILEXIAOLIANG。

大牛时代配资公司GUOQU5NIANJIAN,SHOUDAOSHIJIEFANWEINEIZHENGZHIHUANJINGHEJINGJIXINGSHIYINGXIANG,DUOSHUSHECHIPINPINPAIDOUJINRULEDIMIQI。

2013NIAN,QUANQIUSHECHIPINXIAOLIANGCHUXIANLEJINSHINIANLAIWEIYIYICIFUZENGZHANG,TONGBIJIANSHAOLE2.48%,SUIHOUJINIANNEI,Chanel、LV、GucciDENGPINPAIDENIANXIAOEDOUCHUXIANGUOFUZENGZHANG,DALIANGSHECHIPINMENDIANGUANBI。YIDALISHECHIPINJUTOUPradaZAI2013NIANSHIQUANNIANYINGSHOUGAODA35.87YIOUYUAN,DAOLE2017NIAN,QINIANSHOURUJINYOU31YIOUYUAN(ANZHAOGUDINGHUILV,TONGBIXIAHUA3.6%),JINGLIRUNJINWEI2.49YIOUYUAN(TONGBIXIAHUA4.3%),RIBEN、MEIZHOUSHICHANGDANGNIANDEJINGXIAOSHOUEFENBIEJIANSHAOLE5.3%HE14.6%。

《2018NIANQUANQIUSHECHIPINLILIANGPAIXINGBANG》XIANSHI,2017CAINIANNEI,BAOKUOSIWOQI、LAFULAOLUNZAINEIDEDUOJIASHECHIPINPINPAI,XIAOSHOUEDIEFUSHENZHIDADAOLE10%YISHANG。

XIANGJIAOZHIXIA,ZHONGGUOSHICHANGZECHENGLESHECHIPINXIAOFEIDETIANTANG:ZAI2017NIANQITADIQUXIAOSHOUEXIAJIANGDEQINGKUANGXIA,PradaDAZHONGHUAHUADIQUJINGXIAOSHOUEDA6.5YIOUYUAN,ANBUBIANHUILVJIZENGZHANGLE7.7%;ChanelDESHUJUZEXIANSHI,GONGSI2017NIANZONGXIAOSHOUETONGBIZENGZHANGLE11%,QIZHONGYATAIDIQUQIDAOLEZHONGYAOTUIDONGZUOYONG。JUBEIENSHUJUFENXI,YUJIDAO2025NIAN,ZHEIYIZHANBIJIANGGAODA46%,GONGXIANCHAOGUO75%DEZENGLIANG。

大牛时代配资公司ERZHENGDANGSHECHIPINSHANGMENDEMUGUANGKAISHIXIANGZHONGGUOJUJISHI,WUYIFANDAIYANBurberryDENGZHONGGUOMINGXINGDAIYANSHECHIPINDEANLI,JIHENDUOPINPAIDAKAILEYISHANXINDAMEN。

大牛时代配资公司ZAICIQIANDEWENZHANGZHONGDUMOUCENGTIJI,2016NIANBurberryZAIZHONGGUODEXIAOSHOUXIANRUDIMI,XIANHOUYOU4JIAMENDIANBEIPOGUANBI。WEIGAIBIANZHEIYIXIANZHUANG,BurberryQIANXIADANGSHIYONGYOU2180WANWEIBOFENSIDEWUYIFANZUOWEIQIDAIYANREN,ERZHEIYESHIGONGSILISHISHANGSHOUWEIFEIYINGYIDAIYANREN。

大牛时代配资公司BurberryQIANXIADANGSHIYONGYOU2180WANWEIBOFENSIDEWUYIFANZUOWEIQIDAIYANREN

XUANBUDAIYANHOU,BurberrySUIHOUDECAIBAOZHICHU,2016CAINIANXIABANCAINIAN,ZONGXIAOSHOUEANSHIJIHUILVJISUANTONGBIZENGZHANG14%ZHI16.1YIYINGBANG,QIZHONGYATAIDIQUXIAOSHOUEDADAO6.59YIYINGBANG(TONGBIZENGFUDADAO19%),“ZHUYAOSHISHOUZHONGGUONEIDIYEJIQIANGJINGZENGZHANGTUIDONG”。WEICI,WAIMEIHAIPINGJIACHENGWUYIFANSHIBurberryYEJIZENGZHANGDEZUIDAGONGCHEN。

大牛时代配资公司YOUCONGYEZHEGAOSUDUMOU,KAISHIDAGUIMOQIYONGZHONGGUOLIULIANGYIREN,SHISHECHIPINPINPAIKAISHIZHONGSHIZHONGGUOSHICHANG、ZAINEIDIJINGZHENGYUFAJILIEDEBIAOXIAN。BUGUO,ZHEIBINGBUSHIWEIYIYUANYIN:JINGUANBAOKUODIAOZAINEIDEFUZERENDOUCENGBIAOSHI,QINGZHONGGUOLIULIANGYIRENDAIYANGENGKANZHONGDESHIQI“YOUYADEMEILI”,KEMINGXINGBEIHOUDEFENSISHULIANGHEDAIHUONENGLI,SIHUBICHOUXIANGDE“MEILI”LAIDEGENGJUSHUOFULI。

大牛时代配资公司XIANGGUANTONGJIXIANSHI,XIANJIEDUAN,ZHONGGUOSHECHIPINXIAOFEIDEZHONGYAOTUIDONGLISHIQIANXIYIDAI,SHECHIPINMAIJIAPINGJUNNIANLINGWEI28SUI,BEIENCHENGDAO2025NIAN,ZHONGGUO22SUIZHI37SUINIANQINGXIAOFEIZHESUOGONGXIANDESHICHANGFENE,JIANGCONGDANGQIANDEYUESANFENZHIYISHANGSHENGZHI55%——SUIZHEJINGJIDEFAZHANHERENJUNXIAOFEINENGLIDETISHENG,SHECHIPINZAOJIUYIJINGBUSHISHANGLIUSHEHUIKUOTAITAIMENDEZHUANSHU。ERJU《2017NIANZHONGGUOFENSIBAOGAO》SHUJUXIANSHI,MUQIAN18-35SUIDENIANQINGQUNTI,ZAIZHUIXINGRENQUNZHONGDEZHANBIJIEJIN80%。YEJIUSHISHUO,ZHONGGUOSHECHIPINXIAOFEIDEZHULIRENQUNHEMINGXINGFENSIQUNTICUNZAIGAODUZHONGHE。

BurberryZAIZHONGGUODECHENGGONGRANGGENGDUOSHECHIPINKANDAOLEQIANYUEZHONGGUOYIRENBEIHOUDEKENENGXING——BIQISHECHIPINBENSHENDEJIAZHI,DAIYANRENCAISHIHENDUOFENSIGOUMAIDEDONGLI。YUSHIBAOKUOBallyDENGGUOQUCONGWEIZAIYAZHOUXUANZEGUODAIYANRENDEPINPAI,DOUJIANGMUGUANGDUIZHUNLEZHONGGUOSHICHANG,FENFENXUANZEGUONEIYIRENCHENGWEIYATAIQUDAIYANREN。

BEIYUWEI“DAIHUONVWANG”DEYANGMI,ZAIDAIYANEstee LauderHOUBUDAOYIGEYUEDESHIJIAN,QIZHUTUIDECHANPINXIAOLIANGBIANJUZENG182%;LUHANYULV X SupremeHEZUOZHONG,YOUQICHUANGUODELIANMAOSHANYECHENGWEIGAIXILIEXIAOLIANGZUIHAODECHANPIN;YIYANGQIANXIZAIHEBottegaVenetaDACHENGHEZUOHOU,JIKUANJIAGEGUOWANDEBAOHENKUAIBEIMAIDAOJIHUDUANHUO……

杨幂带动销售额

大牛时代配资公司ERYUCITONGSHI,OUXIANGDEDAIHUONENGLIYECHENGLEGEJIAFENSIPANBISHENZHIZHENGDUODE“XINZHANCHANG”。

大牛时代配资公司ZAIXUWEIZHOU、ZHAOLIYINGDENGYIRENYUFendi、DIAODENGPINPAIZHANKAIHEZUOHOU,FENSIMENFENFENZAIWANGSHANGFAQILESHAIDANHUODONG,XIWANGJIECILAIZHENGMINGZIJIOUXIANGQIANGDADEDAIHUONENGLI、WEIQISHENGYUAN。SHENZHIYUHAICHUXIANYIXIEFENSISHEXIANDAOTULAISHAIDAN,JINERZAIFENSIQUANNEIXIANQIGUOJICHANGMAZHAN。

大牛时代配资公司ZHEIYANGDEHUAMIAN,YEZAIYICIXIANGYIXIESHECHIPINPINPAIYINZHENGLELIULIANGMINGXINGDEDAIHUONENGLI、YERANGTAMENYISHIDAOBUFENXIAOFEIZHE“RENSHAQIANDUO”。JINGGUODUOCIYUNZUOHOU,YUANXIANLENGYANGAOGUIDESHECHIPINPINPAIYEDUIZHEITAOMINGXING、FENSIDEWANFAGENGJIAXIANSHU,SHENZHIXIAOFANGQIYIXIEKUAIXIAOPINPAI,LIYONGDAIYANRENCIJIFENSIXIAOFEI。

RUJIFANXITUICHUCHENLINONG“QIANMINGXIANLIANGBAN"CHANPIN,burberryGUANXUANWUYIFANDAIYANHOUHAITUICHULEburberry X WUYIFANXILIE。5YUE,IDOQIANYUENINEPERCENTWEIQIXIANGXIEZHIWENXILIEXIANGSHUIDEDAIYANRENHOU,ZAIDIANSHANGYEMIANGONGBULETUANDUICHENGYUANGERENSHISHIXIAOLIANGPAIXINGBANG,QIANSANMINGBIAOXIAOLIAN,HOUSANMINGBIAONANGUOLIAN。JINGUANCIJUZUIHOUZAODAOLEFENSIDEDIZHI,DANYECONGCEMIANSHUOMINGLE,ZAILVYOUYOUDE“JIUCAI”MIANQIAN,HENDUOPINPAISHANGYIJING“GUBUDECHIXIANG”LE。

JIFANXITUICHUCHENLINONG“QIANMINGXIANLIANGBAN"CHANPIN

YOUDUOWEIFENSICENGGAOSUDUMOU,TAMENHENQINGCHUZIJISHI“JIUCAI”,DANZAIXIHUANDEAIDOUMIANQIAN,TAMENBEIGEDEXINGANQINGYUAN——SUISHUOCISHIDEDGDAXIUYIJINGQIANFUSUOZHI,DANZAISHIJIANBAOFAQIAN,DANGDAXIUMINGDANGANGGANGGONGBUSHI,BUFENYIRENDEFENSIQUANNEIQUESHIYIPIANHUANTENG。

大牛时代配资公司DANGWEIJIBAOFAHOU,DUJIABANNALVXIANXIANGDAODESHIYONG“BEIDAOHAO”LAIGONGGUAN,HUOXUYENENGFANYINGQINEIXINDEZHENSHIXIANGFA:YUQISHUOSHIFANGDIZITAI,BURUSHUOSHISHICHUYUDUISANGSHIGEFENSIJIUCAIZHEIYIQUDAODEKONGHUANG。YOUQISHIZAIJIELIANSHIQUWANGJUNKAI、DILIREBAHOU,GAIRUHELIUZHUQITAHEZUOMINGXING,JIANGCHENGWEIYIDANANTI。FOUZE,“DUJIABANNAHUICHENGWEIDIYIGEGUNCHUZHONGGUODESHECHIPINPAIMA”,JIANGBUZAISHIGEYIWENJU。

标签: 奢侈品 

广告

大家都在看

推荐内容

相关内容

看过本文的人还看过

猜你喜欢

prevnext
Copyright © 2014-2018 奢雅网 All rights reserved. 浙ICP备15043749号-4