How luxury brands tell their stories to Chinese consumers?

In an ad cluttered modern age, more and more brands gradually have shifted hard sell products strategy to create experience-based engagement. In China, a low brand awareness country, it is even more important for brands to create an amazing experience for the consumers. In order to tell the brands stories differently, luxury brands every year spent big marketing budget in creating mini online movies, museum exhibitions, flagship stores to tell the brands stories. In China, the branded museum exhibitions and flagship stores with VIP access are getting popular.

Branded exhibitions 

In recent years, many branded exhibition has started to be hold in Chinese museum. In China, museums like The Palace Museum and the National Museum of China have high status, brands started to show branded exhibitions at museums to leverage the brand image. Luxury brands have successfully associated their luxury products with exquisite art through the museums. For example, “Louis-Vuitton Voyages” exhibition celebrated Louis Vuitton’s 157 years of history and evolution; BVLGARI “125 Years of Italian Magnificence” demonstrated Italian exquisite craftsmanship; Chanel’s “Culture Chanel” showcased the rich history;etc.

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“Louis-Vuitton Voyages” exhibition in China

Some brands have integrated mobile app interactions with the exhibitions. For example, at Swiss watchmaker TAG HEUER‘s exhibition “La Maison” , the brand engages attendees with interactive “treasure hunt” via WeChat to learn more about the brand history. The richer interactive experience with social media further engage the viewers throughout the physicals exhibition display.

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TAG HEUER’s “La Maison” exhibition

Flagship Store/Experience Centre  with VIP

Retail flagship store, differ than the regular store, is the largest store in a prominent location with the most high-priced merchandise. Increasingly luxury brands have built impressive flagship stores in Beijing and Shanghai, such as Ralph Lauren flagship store, where was closed early to host a fashion show. The brands created VIP experiences with wine, hors d’oeuvres, and up-close fashion show party.

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Ralph Lauren flagship store: VIP fashion show experience

Danish high-end audio-visual brand Bang & Olufsen have a history wall to demonstrate their products heritage from the 60′s and 70′s. It cleverly connected with the high-end design modern products: projectors, speakers, smart phone controlled televisions, etc.

At Johnnie Walker created a multi-sensory experience house with VIP access: the products show case with storytelling of Scotch Whisky culture; personalized appreciation and whisky blend; etc. The store is exclusive with invitation-only with 200 members. Also for the wealthiest members, Johnnie Walker offer them trips to Scotland, visit private distilleries, sample the world’s rarest whiskies, stay in centuries-old castles, etc. All of those are not just a show and tell exhibition. It is an ultimate experience that engages the Chinese to change a lifestyle.

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Johnnie Walker VIP House

Why they are successful?

Special events and retail spaces like these have become more and more popular for luxury brands to attract attention in China. These brands fully understand their Chinese target markets and what high-end consumers want in China: Style, Status and Face.

How Luxury brands tell their stories to Chinese consumers_ 3 most important words: Style, Status & Face

Three most important words in Chinese culture: Style, Status & Face

For Chinese owning luxury goods show off their style and status, therefore they feel “have face” in social environment. These three words are very important to Chinese culture. They are reflected at everywhere and every level of social interaction and business situation. Brands who can deeply understand these aspect of physiologies will successfully grab Chinese’ wallets.

Do you think those new platforms of story-telling works? Is that enough to market to fast changing Chinese consumers?

To read more about luxury industry analysis in China at Labbrand:

http://www.labbrand.com/sites/default/files/LAB_Luxury_Branding.pdf

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