Luxury Goods Are Competing In The Main Battleground To Advertise That The Luxury Market Is Going To Pick Up.

The market is really going to warm up? We have done some reports before, and in all voices, perhaps it is too early to say whether the luxury market will pick up.

Last week, the world's largest luxury group, according to the world clothing and shoe net.

During the first quarter of fiscal year 2017, the group's CEO Bernard Arnault also highlighted his concern about the market environment in 2017, saying that it was probably just "calm and calm" before the accident.

But it seems that most people in the industry are beginning to take an optimistic view of the market, as ZenithOptimedia, the advertising agency for behavioral analysis, said in its latest research report on luxury brand advertising, 2017.

The amount of advertising will increase.

Specifically, the above report shows that compared with the 0.5% narrowing of the industry in 2016, the advertising of luxury brands worldwide will increase by 2.9% over the same period last year.

From the regional market, this growth will be mainly driven by the relevant growth in the United States, China and Japan.

The expense of advertisers in these three markets will account for 80% of the total growth in global luxury advertising spending.

This is in general agreement with a number of advisory bodies including Bain consulting and Paris Bank of France.

Among them, Luca Solca, general manager of the global luxury goods department of the Bank of Paris securities department, directly named the Chinese and American markets mentioned in the Zenith report in the report "retail reform 2017". "Customers of all countries are basically increasing their consumption expenditure, of which China is the first, followed by the United States, Europe and Russia."

However, if we read another piece of information in this report, many people may be disappointed by this theory of luxury goods being extended by advertising.

Because this report points out that its research targets include luxury brands in narrow sense, that is, high-end luxury brands that sell garments, accessories and jewelry watches, and also include brand names of luxury brands, such as luxury cars, cosmetics and perfume brands.

The growth mentioned in the report will be more driven by generalized brands.

In 2017 and 2018, Zenith predicted that the advertising of generalized luxury brands will increase by 3.4% and 4.6% respectively.

In contrast, the growth of high-end luxury brands in advertising over the past two years will only increase by 0.8% and 1.6%.

The report also forecasts the luxury brands' preference for print media, Internet media and TV media in the next two years.

The most obvious trend is also expected that the status of paper media will continue to decline, and Internet media will become the most important position for brands to launch marketing and promotion.

From the figures, the budget ratios of luxury brands in the global market of paper media, TV media and Internet media are 2016, 32.7%, 31.3% and 25.8% respectively in the end of the year, but by 2018, the relevant figures should be changed to 29.7%, 29.9% and 30.6%.

"This is closely related to the change of consumer demand," said Vittorio Bonori, chairman of ZenithOptimedia global brand. The change of relevant figures is not only related to the change of consumer habits, but also "consumers expect more personalized luxury consumption experience. Therefore, only a more accurate brand communication can bring value to the brand."

In fact, in this report, despite the fact that the strong position of digital media in the new era has been further revealed, the decline of traditional media in advertisers' minds is not entirely bottomed out.

As we mentioned in the "new New Order new forum" forum on "interface news", "the new communication" thematic special field, the future advertising competition may not be related to the media form, but also related to the content scheme itself.

From this point of view, when the total amount of global market is increasing, no matter what media form it is, theoretically, as long as there are accurate communication strategies, there will be more room for development.

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