China's contemporary luxury consumption originated in the 1990s. With the rapid development of China's economy and the rise of brand consumer groups, it has jumped into the ranks of luxury consumption countries with a rapidly growing international market share in the past two decades. Major international luxury brands have taken root in domestic first-tier cities and gradually extended to second- and third-tier cities with more developed economies. Huge market potential and huge consumer groups continue to attract luxury brands from various fields to settle in China. Looking at the Chinese luxury market, it has reached an unprecedented prosperity.
Brand marketing strategy runs through the entire process of a brand from establishment to success, and is updated and upgraded as the market environment changes. Brand marketing strategy is the key to brand marketing. Enterprises should take brand values as the principle, deeply understand the needs of target groups, and enhance brand competitiveness and promote market sales through a combination of product, price, promotion, and channel strategies. Luxury brands are different from ordinary brands, and the marketing strategies of luxury brands are also different from ordinary brands. The marketing strategy of luxury brands focuses on highlighting brand cultural stories and highlighting brand value, and then establishes a high-end brand image with outstanding quality and fashionable design, thereby promoting consumers' value choices.
First of all, this paper sorts out the related concepts of brand, brand marketing, luxury brand, etc., and summarizes the characteristics of luxury brand and luxury brand marketing. Then, taking the Hermes brand as an example and using the 4P marketing theory as the framework, it analyzes the traditional marketing strategies of luxury brands. In terms of product strategy, luxury brands highlight differentiation, create a sense of scarcity, and mainly promote classic models; in terms of price strategy, adopt high-priced strategies to target high-end groups; Clear layers; In terms of channel strategy, luxury brands strictly limit the number of distribution channels and fully control all sales channels.
Secondly, the author believes that the digital marketing strategy of luxury brands is the simultaneous development of social media, opinion leaders and e-commerce. Platform marketing relying on social media is the tipping point. Luxury brands use Weibo, WeChat and live broadcast platforms to gain attention; interactive communication based on opinion leaders is the focus. Celebrities, professional and Internet celebrity opinion leaders enhance the audience's attention to the brand; E-commerce in the era of individuality is the foothold, and the ultimate goal of brand marketing is to guide the audience to consume, so as to complete the digital marketing process.
Finally, this paper discusses the fusion of luxury brand tradition and digital marketing from three aspects: channel, resource and experience. Combined with the analysis of multi-brand cases, the author believes that the current luxury brand marketing has problems in the selection of opinion leaders, the dissemination of brand content, and the integration of tradition and digital, and puts forward reasonable solutions to this.