Wu Yifan Endorsed Burberry To Boost Performance

The story of westward volksong is crowned as the gold medal winner of the Spring Festival with a total box office of 1 billion 400 million yuan.

But it was not Stephen Chow, the director of the film, who attracted me to go to the theater, but Wu Yifan.

After watching the movie with her girlfriends, she came to the conclusion: "this movie is really beautiful!" when I asked her where she looked, she asked in surprise, "don't you think Wu Yifan is handsome?"

This is the real fan sister.

Even if Mr. Wu shaved his head, he felt that he was the most handsome in the world.

At the counter, he immediately said, "buy."

The 160 year old Burberry has always been selected by the British Wind charts and has chosen to cooperate with local stars.

But this is changing.

In October 2016, Burberry officially announced that China's male star Wu Yifan was the spokesman of his image, which is closely related to China's huge young consumer groups.

According to the world clothing and shoe net, nearly 40% of the company's global sales come from Chinese customers, which is higher than other luxury brands.

Burberry entered China in 1993 with the franchise mode. It was the first to enter the Chinese market.

One of the cards.

With the rise of China's mass consumption, Burberry is also eager to catch the hearts of young Chinese consumers in recent years.

It's a good choice to find a popular idol star endorsement.

If your beloved idol speaks for someone

Then you will also pay more attention to this brand.

Cooperation between the two sides now seems to be more beneficial than disadvantages.

I leafed through the official micro-blog of Burberry over the past three months. All the information related to Wu Yifan has been pmitted over 10 thousand, and thousands of comments have been made; if there is information about new products or other star activities, there are few forwarding and comments.

Back to the beginning of the article, my girlfriend bought lipstick and lip gloss at the counter and bought the foundation and eye shadow on the day of the movie.

She also urged me to buy a lipstick, "buy it."

To support our family. "

Compared with the windbreaker of tens of thousands of dollars, hundreds of dollars will be able to have a large brand of cosmetic products, which will not impose too much burden on consumers.

At the beginning of 2012, Burberry spent 181 million euros on perfume and beauty licensing business from the French perfume company InterparfumsSA. The cooperation between the two sides ended at the end of the same year.

Since then, the cosmetic business has been operated by the company itself.

In August 2015, Burberry, the world's first independent beauty boutique, opened in Shanghai. SimonaCattaneo, then senior vice president of Burberry beauty makeup, said: "beauty is an important part of Burberry brand. We are committed to further expansion in Asia."

Of course, fans will not buy only cheap products.

After the announcement of Burberry's cooperation with Wu Yifan, Burberry's official website has launched a series of endorsement star selection series.

The brand side undoubtedly hopes to attract fans to consume by spokesmen. They are enthusiastic and have the ability to consume. Although only a few people will spend a lot of money, as long as most people pay their first time, there will be second possibilities in the future.

In January this year, British local media reported that a series of publicity activities after Wu Yifan endorsed Burberry effectively enhanced the influence of Burberry on micro-blog and WeChat in China's social media, which also stimulated consumption in this market and even in the whole Asian market.

As of December 31, 2016, Burberry's retail income in the third quarter was 735 million, an increase of 22% over the same period last year.

It is too early to say that Chinese pop idol helps Burberry get back to its best.

After all, it is a long road to cultivate loyal customers who love to consume again by cultivating the fans who are just impulsive buying fans just because of idols.

The selection series may be a good start, but the next step should be to think about how to integrate the stars' characteristics and brand culture better. The best condition is that once you see this star, you will think of the brand, and vice versa.

Otherwise, the contract is only a contract. Once it is over, the original effect will be quickly lost.

More interesting reports, please pay attention to the world clothing shoes and hats net.