Is It Still A Celebrity To Fight For The Luxury Products?

A.D. August 12, 2019: artiste dissolution date.

Yang Mifa declares the termination of the contract, Liu Wen announces the termination of cooperation, and makes mistakes in the garment line. Those who have endorsement, no endorsement and endorsement have expired. They are busy showing their position.

Overnight, entertainers became a hot potato for setting the commercial value and the influence of fashion.

Yesterday morning, Yang Mi studio issued a statement announcing the lifting of the cooperation agreement with Versace and ceasing all cooperation with the brand. The reason is that in the T-shirt characters and patterns, Versace is presenting China Hongkong and Macao together with other countries, which is suspected to damage our country's sovereignty and territorial integrity.

Jiaxing took out a general response speed and efficiency, clear attitude, before the topic has not officially fermented, cancel, take off, delete related activities micro-blog, neat.

Today's public opinion continues to ferment. After Versace, Coach (Kou Chi) was also dug up by netizens to list Hongkong, Macao and Taiwan on their T-shirts and official website.

Subsequently, Coach global spokesperson Liu Wen issued a statement condemning the brand seriously and announcing the termination of the partnership. Sir also noted that Xu Weizhou, who had already expired at the beginning of the brand contract, immediately deleted relevant cooperation micro-blog to show his position.

But the heat of public opinion is still rising. There are similar problems in the division of the brand by the netizens. Disney, Givenchy, Arthur and the partner who has made trouble cooperation, is afraid that the brand will be involved.

After last year's Du Gabbana, the luxury of China's territorial sovereignty is still so lightly ignored, is China's market belittling? Or is it arrogant?

　　 The apology of D&G, how much loss can not be recovered by apology?

It is understood that the issue of Coach and Versace is printed on the T-shirt, and the two brands made the same mistake.

There are many cities and country names printed on the back of the T-shirt, including Beijing and Shanghai. However, in China's Hongkong and Macao, China is a separate plate, not followed by the word "China", which is listed in the name of Canada, China, the United States and so on, while Coach puts Hongkong alone and also directly adds Taiwan (Taiwan) after Taipei (Taipei).

However, in the official website of Coach, the mainland China (MainlandChina), Hongkong, Macao Special Administrative Region (HongKongMacuaSAR) and Taiwan, China (Taiwan, China) are clearly marked. However, at present, the official website has been unable to access.

Since last year, after the Dujia Banna insult to China incident, Taobao and Tmall APP have searched for Related words such as "Dolce&Gabbana" and "dujiaba" so far. The page still shows that "no relevant treasure has been found". In addition to Taobao and Tmall, Jingdong, suning.com, NetEase koala and other mainstream e-commerce platforms also have no relevant products.

In the past year, except for dujiaba D&G China's official website, the sales channel of the brand's important e-commerce in China is still in a state of almost total cut-off.

From the point of view of economic losses, according to the statistics of ECdataway data, from January 2018, as of November 22nd of the same year, D&G sales in China's main electricity suppliers reached 100 million yuan. This means that after the insult to China, D&G's sales in China's electricity market will exceed 100 million yuan last year.

Statistics show that last year, the annual turnover of dujibana decreased by 50%, and its brand value dropped by 30%. In the March Forbes list, two founders lost 3 billion of their value.

According to Lyst, the global fashion search platform: in the fourth quarter of 2018, D&G was hit by China's boycott and fell to twenty-first of the world's top brands, and was also kicked out of the list of the ten largest luxury brands in Italy.

With the help of several cooperation with Di Ali Gerba and Wang Junkai, dujibana has been developing vigorously in the Chinese market. How can he throw himself into a stone and lose his fortune?

For a long time, dujibana may be hard to get a share of luxury consumption in the Chinese market.

Today, the issue of Hong Kong and Taiwan is also sensitive to autumn. Netizens are constantly in a state of anger. Under such a public opinion environment, the problem of sovereignty is unclear, which is just like adding fuel to the fire. In other words, nowadays, Versace, Coach, Givenchy and other brands are going to repeat the mistakes of D&G.

Although Versace and Cochran responded quickly, an apology letter was issued at official micro office, and it was said that the commodities had been put down and destroyed in all channels. Cox also updated the apology statement on ins and twitter, but obviously it can not calm down the anger and solve the problem.

At present, the main online platforms in China, including Tmall, Jingdong, vip.com, and other electronic business platforms have already dealt with the related products. Among them, Versace Tmall official flagship store has been unable to click through the normal channel to enter. The page shows that "the server is deserted, please try again later". Vip.com has already processed all the products of Versace.

If it is not handled properly, the loss of the Chinese market after step D&G will not be forgotten.

The Chinese get the luxury market.

Remember when Prada pulled down in June and chose Cai Xukun as spokesperson for the discussion?

The reason is very well understood that the overall downturn in the luxury goods industry, Prada needs revenue figures to share in the stock price, so the fans choose a very young purchasing power.

In business, it is very realistic that Prada official micro-blog's news about Cai Xukun is the sum of micro-blog's praise and comment, which may be the sum of all the other messages before.

Cai Xukun is not just Cai Xukun, he stands behind 24 million 740 thousand fans of micro-blog fans, and there are many real gold and silver payers among them. This is the power of China's consumer market.

Versace has been in recession for a long time. It is reasonable to believe that this year's choice of Queen Yang Mi as the spokesperson of China is also the same consideration, and has also led to many discussions about the reduction of brand names.

But even so, Versace still chose Yang Mi, so it can see its importance to the Chinese market. Now this incident has come to an end, and it has been dismissed by the spokesperson. Capri wants to get a share in the Chinese market. I am afraid I have to reflect on what is wrong with Versace.

The same is true of Coach. In May 2019, Coach's parent company Tapestry group released its third quarter earnings report. Chief executive VictorLuis told analysts at a conference later that the latest quarter performance in China is better than its brand in other regions. "We are expanding globally, focusing on Chinese consumers."

In the last quarter of 2018, the world's largest luxury goods group LVMH and Swiss Richemont all denied that China's market performance was strong.

Luxury's dependence on the Chinese market has long been a new topic. Last year's data show that Chinese luxury goods consumption at home and abroad reached 770 billion yuan (US $115 billion), accounting for 1/3 of global luxury consumption. No one can ignore this huge market.

At present, the topic of patriotism is high, and the national sovereignty is not respected. Consumers can find new consumer goods at any time, let alone the KOL artists.

Coach was originally expected to enter Tmall for the third time in September. In the light of the current situation, the plan may be temporarily or even suspended indefinitely.

Since then, high luxury and light extravagance have become a thunder for artists to endorse.

Yang Mi's voice is fast and worth applauding. We need to know this endorsement. It's not easy for Yang Mi to get it.

Although Versace has failed in the European market for many years, it is still at the top of the list. Winning the world's top brand of red and blue blood is once the main asset of the bean circle.

Think about those years. Because the spokesperson is global or Chinese, is the ambassador or a close friend quarrelling? I'm afraid all those posts will not only circle the earth three times.

After Yang Mi's endorsement by Versace official, Yang Mi got a lot of questions. Countless discussions implied that Yang Mi bought the Versace because of MK's parent company, and Yang Mi took advantage of this nepotism with MK.

However, judging from the current situation of public opinion, Yang Mi's behavior of making quick trade-offs is more effective than short-term or long-term. After all, there is no extravagance, for the main business is actor Yang Mi, it is nothing to lose some commercial interests, before the decision of the right and wrong, also gains a large number of goodwill, to know, the so-called road affinity, has been Yang Mi's short board.

But it should be emphasized that compared to the luxury of the icing on the cake for Yang Mi, for supermodel Liu Wen, unilaterally with the Coach to cancel the contract, which is like throwing away the important staple food in the rice bowl.

Because of the different occupational characteristics, the model business is much more dependent on the fashion brand than the actor.

Without the major mistake of Coach, Coach has always been very friendly to Liu Wen. After changing her designer in 2013, Liu Wen almost appeared in all the global advertisements in the previous quarters. This year's global spokesperson is also a long-term contract with a larger weight than that of Coach.

According to the introduction of a fashion blogger from micro-blog, the result of model termination is that the brand will no longer cooperate.

That is to say, Liu Wen lost his voice this time and lost the future cooperation of the entire Tapestry group, including Coach, Stuart Weitzman and Kate Spade. At the same time, it involves the spirit of contract, and other big names will hesitate when they cooperate with her.

However, far away from the Givenchy beauty dressing line, Zhang Yixing had to release the contract for the mistakes made by the separate garment line. Recently, CK, who was the official spokesman of the company, issued a statement, expressing no objection to any attempt to split the motherland in various forms.

In this massive condemnation, it has already been announced that the termination of the contract is already a foregone conclusion - there is a mess to clean up, and no problem has been found, and it may also be a night of fear.

Since then, high luxury and light extravagant endorsement will become the thunder hanging on the head of artists. After all, no one knows which designer will be sober minded one day.