Forefront | Tencent’s circle of friends has one more luxury product, this time Gucci


On December 2nd, Italian luxury brand Gucci announced a strategic cooperation agreement with Tencent. Both parties will further explore the field of smart retail.The “GUCCI Inspiration Map” short film is the first result of this strategic cooperation. The short film series was exclusively broadcast on Tencent Video.In the four short films, Li Yuchun, Wu Lei and Ni Ni were invited to entertain three entertainers, as well as Lai Guanlin, Song Yanhuan, Wang Yueyi, Yang Chao and Zhou Zhennan, five generation Z traffic stars.For the first time, Tencent’s original content project created in cooperation with a boutique brand seems to be exploring the diversity and inclusiveness of the Gucci brand. In the end, it returns to the social traffic brought by KOL.”GUCCI Inspiration Map” Pictures from gucci’s official Weibo. Since last year, WeChat users have more and more frequently received advertisements from luxury fashion brands in their circle of friends.WeChat, with more than 300 million daily users, is quickly becoming a new battleground for brand marketing. Mini-programs can not only provide brands with long-term online boutiques, but also perfectly fit short-term activities of pop-up stores.Its fast, unburdened, and close-range features have been loved by major luxury brands. Tiffany launched limited-edition products through pop-up store mini-programs during the 520 period, and the Dior Qixi series debuted through WeChat boutiques, and achieved good results.Since 2012, LV was the first luxury brand to open a WeChat public account. At present, 92% of luxury brands have already opened public accounts, and have basically established their own traffic channel construction.According to a research report jointly issued by Tencent Advertising and Boston Consulting Group, “2019 Chinese Digital Consumers’ Luxury Behavior Report ”, WeChat Mini Programs and Public Accounts are becoming a powerful position to attract and mobilize consumer participation. These brand-owned channels account for all33% of online luxury consumption is continuing to rise.The report also pointed out that the main purchase path for consumers is still online research and offline purchase (ROPO: Research Online, Purchase Offline), and online channels are mainly used to guide users and communicate.For luxury brands, the ultimate goal is to achieve online and offline connections through social platforms, and seamless transformation of all-round social retail, and major brands are actively working in this direction.The strategic cooperation between Gucci and Tencent is a new touch point for social retail.In addition to the brand’s own traffic established through public accounts and mini-programs, Tencent can also provide more traffic channels, such as fission-type activities launched by the brand, to obtain traffic through the user’s social behavior in the WeChat ecosystem; offlineDigitalization of traffic channels; based on advertising traffic posted on the Tencent platform.Marco Bizzarri, President and CEO of Gucci, said: “Current technologies and innovative technologies have made the digital field more complex, but at the same time offer great possibilities to achieve a deeper, more personalized and customized brand community experience.This cooperation aims to create a situation so that both parties can fully grasp this pioneer. “Gucci is not the first luxury brand to cooperate with Tencent officials.On November 15, Burberry announced that it has reached an exclusive partnership with Tencent on expanding the Chinese social retail market. It will create a new store that integrates social media and retail. With technical support provided by Tencent, it will provide an exclusive experience for luxury consumers.As a scientific and technological innovation experimental site, it is expected to open in Shenzhen Bay Vientiane in the first half of next year.Gucci, as the second luxury brand that has reached an exclusive cooperation with Tencent, although it currently only cooperates with boutique videos, tries to drive younger groups through KOL.However, Liu Chiping, president of Tencent, said that in this cooperation, the two parties will jointly create an outstanding experience for the audience, and pass Gucci’s fashion concept and its contemporary aesthetics to Chinese consumers.In the future, Gucci may launch social retail stores similar to Burberry, or other new digital retail models.Undoubtedly, the core channels that influence the purchase decisions of Chinese luxury consumers are shifting to a highly digital direction, with a social media penetration rate of 67%.The popularization of society and the concept of niche circle of luxury brands seem to be quite different, but in fact, social retail has shortened the distance between consumers and luxury brands themselves, product experiences, and specific communities.In the past, luxury goods in China hoped to establish a brand image with a sense of distance, but now they have turned to digital smart images, trying to seize new platforms and traffic, and realize the conversion from “traffic” to “sales”.With the support of Tencent’s platform, the digitalization process of luxury goods may be smoother.The head picture is from the official Weibo of Tencent Fashion.