Shulou(Shulou.com)11/24 Report--

In the name of "gift economy" and "romantic economy", luxury brands are full of firepower in Qixi Festival, an oriental festival, exploring more diverse ways of interaction and younger brand expression. On this special day to express love, not limited to the limited gifts of brand festivals, celebrity blockbusters or flash motions, Tmall luxury goods and luxury brands "found another way" to make a Chinese romantic expression.

At the official flagship store of Tmall, Qixi Festival, Burberry, Bally, Tory Burch, Jimmy Choo and Stuart Weitzman invited store fans to make their own digital photo albums, "casting" unique Qixi Festival memories on the ant chain, sharing photo albums, collecting likes and winning brand-specific gifts.

(luxury brands launch Qixi Festival limited digital photo albums in Tmall luxury products)

Italian luxury brand La Perla released Qixi Festival's exclusive digital music at Tmall's flagship store, attracting consumers to get a virtual music experience and exchange it for brand equity through the brand's version of the "rhythm master" game interaction, as well as the opportunity to receive brand-specific gifts.

(La Perla launches virtual music in Tmall luxury)

Under the concept of digital lifestyle, luxury goods are trying to promote the full-link transformation of brands from narrative, interaction to sales. Wang Weiwei (Janet Wang), general manager of Tmall luxury goods, said, "for international luxury brands, it has long been a consensus to grasp the localization of Chinese tradition such as Qixi Festival." With the development of brand digital upgrading, ingenious continuous high-frequency and in-depth digital interaction with consumers online, and then turning it into loyal store fans and members is a necessary move for the long-term construction of the brand. Tmall luxury is their most powerful partner. "

This year, luxury brands launched more than 1000 Qixi Festival's holiday-limited new products on Tmall luxury products, many of which are limited global offerings, customized models in the Chinese market and star models. The global limited edition of Vacheron Constantin Vacheron Constantin Overseas Longitudinal and horizontal four Seas series China debut, Tmall exclusive debut 10; Gucci Gucci, Balenciaga Balenciaga and other brands have also launched Qixi Festival Tmall limited models. Break through the geographical restrictions of offline stores, rich and diverse new brands through Mobile Taobao search recommendations, live streaming, short videos and other forms of multi-dimensional three-dimensional presentation in front of consumers.

(through Mobile Taobao, I found the same luxury products of popular stars.)

The online service experience also continues to upgrade. In order to further optimize the gift service, before Qixi Festival, Tmall luxury products exclusively launched 3D gift cards. When Mobile Taobao browsed and bought products from specific luxury brands, he could customize 3D gift cards containing brand elements through proprietary "luxury gift customization" services. Tens of thousands of products from dozens of luxury brands support 3D gift card customization, and brands combine a variety of cutting-edge, interesting and unique elements and technological means to express and interact with consumers. Burberry, La Perla, Balmain and other brands also support 3D gift cards casting and winding, permanent collection.

(Tmall luxury 3D gift card)

Tmall luxury, with more than 200 luxury brands opening Tmall's official flagship stores, is the first e-commerce platform to bring together the five luxury giants LVMH Group, Kering Group, Richemont Group, Chanel and Herm è s. It is also the forerunner of digital innovation of domestic luxury products.

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