Yu Tianhong: Nowadays, all the more that we can feel to luxury is united in wedlock in product level and artistic domain is close together.
Above all, from furniture, dress, shoe, bag, watch, car even plane, had asked an artist to undertake designing, reflect the artist‘s work on products plan directly even. For instance Ferragamo is in early had cooperated with 11 artists 1992, the long-term cooperation of the grand on Japanese village and LV… the test with the product quite long today course of luxury industry, some itself had become artwork and collect article. Su Fu comparing, beautiful person gets the meeting on the auction to have the work of a lot of deceased stylist, experienced 559 years of centenary even histories, can resemble artwork and antique same invaluable. And to nowadays, great Master of design of a few brands is in after becoming famous 10 years, the value of work can compare the stylist of degree of humeral past master already.
Moreover, a lot of extravagant brands are familial, itself is having long history. And perforative in the historical masterstroke with familial luxury, be antique and artwork collect. The boss skin Nuo that includes to resemble Gucci now is special, still have the Nuo of boss A Er of LV, itself is artistic domain inside the great collector of count as one of the best, discharge in a list of names posted up of newest right of art of whole skill in playing a ball game advanced 10 heavyweight character. Their eliminate is collected besides, built the art gallery of oneself brand even, for instance the art gallery of LV no matter dimensions or Tibet are tasted do not be defeated to hold the post of He Yijia on the world large art gallery. Familial itself also mixes luxury artist relationship is close, brand cause client group major person, either the artist is the person that art is collected and lover, the relevant personage of artistic perhaps industry.
In another important level, the sale means of luxury also is in with the union of artistic domain dimensions, in the plan, go up in investment and spend in the transmission of media on reached a brand-new height.
You are formed to the crowd of whole luxury domain and consume a habit to compare understanding, then you feel luxury and artistic confluence, is be being driven to whole industry what kind of?
Yang Fang: In luxury development sequence of thought, inchoate existence “ dispel vulgarization “ perhaps say “ the noble is changed “ phenomenon. Because author of a lot of luxury is one‘s previous experience the handicraft craftsman at ground floor. For instance, · power ascends Louie a father once was empress of Ni of French black Jie outstanding bind labour, his job helps the empress that has deep love for a journey bind the dress in good journey box namely. He travels definitely for solution later a variety of difficult problem of box, let traveler experience more fun, flat oneself begin to develop viatic case. Love Ma Shi for instance, inchoate also initiate from a brand that makes harness only. Although these luxury are not the hand that comes from a noble more very, but the association of the author as them and noble and royalty, be longed for by noble and royalty place as their business, place appreciation, place is driven, they long to blend in gradually brownstone, him dispel the vulgarization in one‘s previous experience. And artistic, be a noble greatly in the life never absent part, say from this bit, in the process that develops in luxury, luxury is attention to art, of longing.
Additional, from the design the level is told, very much extravagant brand designs the Great Master‘s work, the derive in the work that designs · of emperor of · of husband of Great Master Yi Mr Luo Lang to once was installed from painter Meng Deli for instance is inspirational, rolled out those who stun the world “ Mengdelian “ series. For instance present sweet Nai presiding stylist blocks Er to pull Mr Field, a lot of media feel he is interviewed very hard, because you make the same score and other places and him very hard,speak deep. Among them a reason is him very broad and profound to artistic understanding, rarely the person that interview can be in painterly, building history, collect, these domains achieve the film and his parallel perspective.
Gu Weijie: This is very normal also. Because we ever were Buddhist nun of the first month of chief inspector of inheritance of brand of whole world of equestrian dad benefit inferior had made a special report. Speak of artistic domain be being met when him extraordinary investment, it is very familiar with sth more to artistic viewpoint.
Yang Fang: Luxury brand is not the wine that making the dress that the woman wears, man simply drink, luxury has the size of huge trade value, industry that is full of commercial art. Luxury along with sells the company of luxury to had made one picket large trade, bain seeks advice from a company to once was forecasted in 8 year end, dimensions of global luxury industry already amounted to 220 billion dollar. Luxury is a very significant business, a coriaceous vanity, can buy prep above the value with its material qualitative multiple cost. The process of the sale, compared with fast consumable, also appear low-key, elegant. To selling person, sell go out more like artwork, to buying person, buying a luxury often is to realize idea of a kind of life and dream. This business is very interesting very artistic also, of course difficulty is greater also. Still have even if luxury crowd is relatively small numerous, so luxury wants to do bigger business, need the ceaseless breakthrough, motivation that goes searching brand itself to be able to develop continuously and provisions. And art is a when luxury achieves a breakthrough important way. The fact proves, the union crossing a boundary of luxury and art, also obtain really double win. For instance, 1979, ka Dan of leather Er · enters Chinese market begin with the exhibition in Chinese art gallery, it is start with this, with one action of red of card of leather Er · is become Chinese acknowledge spends highest luxury brand; at that time British old brand “ friend overcomes fashionable dress cummer “ Weiweian West Wood, this dress causes very great attention at that time. The most successful case should be Yi Weideng: · power ascends Louie to found the grand on Japanese artist village 2003, rolled out vanity of oriental cherry series, score great success, what a such results achieved luxury brand and artist is double win. It is actually inside this process, no matter luxury brand how sale, want to have the product breakthrough to itself, and this kind of breakthrough is the artist gifts of the product, for product perfusion the soul.
From tell on the other hand, art remains the same relatively small numerous, pass the couple with luxury, through commercialized promotion, be pushed to the masses. Even then Lu Yiwei ascends citing: Because the grand on the village cooperates with what Lu Yiwei ascends, become the artist with Japanese highest 2006 social status. The grand on the village once had written to be called “ art does poineering work theory “ book, a Yuan is mentioned in this book people need is in Yi Weideng registers the way in inn queue up, just can buy him design “ cherry is wrapped “ . He is very bold still put forward, art is a kind of profitable method to oneself, if want to yield this artistic career success, want be willing to part with or use to throw cost already, want to have the propagandist strategy that has international view again. Although this kind of opinion on public affairs may have extreme composition to be in, but can see an artist be in from which the savor in cooperating with luxury benefit, got encouragement. Include not long ago enlighten abstruse the exhibition that is in center of art of You Lun Si Yi, if do not have the promotion of luxury brand, it won‘t have so large force possibly, the likelihood is a 798 ferial exhibitions only just.
Yu Tianhong: With luxury brand collaboration is having tremendous appeal to the artist, one is luxury the tremendous influence in high-end level, the broad sale access that another is luxury brand. The conduct propaganda of luxury and promotion, media of meeting have the aid of, use the social force of oneself, draw many high-end crowd, from Hollywood star, to fashionable crowd of the society, attention is spent and radiation force cans be imagined. Actually, its consequence already not confine is in an artistic media, the wording and purpose of what one writes of a commenter, or the show influence in art gallery, however by infinite enlarge. This is to extremely high gender price is compared for certain the artist to. Be in only artistic domain, famous degree can get tremendous promotion, can get in the market thereby the directest pass on.
To luxury brand, gotten get one‘s own back is undoubted bigger. Product content got huge is abounded, unique originality fountainhead formed the important element that competes with other trademark. So luxury brand, be in desperately angle becomes red artist, when red stylist, with the well-known public figure of the other field that has proper design feeling, this includes Hollywood star even, or sports star. Because luxury brand pays no attention to the discretion that designs ability, value the tremendous market influence of these person backside more however.
Luxury uses network access to will heal broaden is wide
Yu Tianhong: You think, be in China, whether can fortune crowd reach a straightway inevitable channel through network and luxury? Because of to luxury brand character, the platform that it also can consider possibly to plan as with the network is appropriate. Because be told from traditional sense, the network still is the information platform of a large flow, so it may be short of the high end that breaks luxury brand to need most to pay close attention to a crowd. Luxury is willing to invest more ground activities more, or the other carrier such as high-end magazine. The network perhaps is not their best choice. Can you appear such circumstance?
Yang Fang: Be in abroad, luxury can regard the website as the method of a very effective conduct propaganda and access, the capital with devoted and many meeting and energy build the website of oneself brand. In home, this is from “ interrogative “ arrive “ attempt “ level. The advertisement to Chinese network media puts in luxury brand to once existed quite much misgive: The first, luxury thinks the network is enclothed too the masses, investment yields to baffle certainly than existing. The 2nd, visual character is put in bottleneck, how is luxury reflected to be put in misgive; on the network to oneself vision figure the 3rd, for the media propaganda plan from whole China, traditional media can satisfy propagandist requirement already basically.
Begin from 2006, development of Chinese luxury market is more swift and violent, as the development of network media, the luxury maturity in foreign E-promotion experience, they begin more consideration how to increase the cooperation with network media in Chinese market.
In the meantime, luxury itself popularizes the change of means, besides these we are common outside the element, still a very important facet comes from the management structure change at their oneself, the kind that will have companies of more and more city of luxury brand above will manage. For instance Prada, if giving an accident, it should appear on the market in 9 years, the 1.5 billion dollar, common stock palm of at least 60% accuses plan collect in Prada familial in, there is the equity of 95% before Prada is familial. See Prada behave very well all the time from outstanding achievement actually: Its sale increased 2007 17% , net profit adds 66% — rise to 180 million dollar. And Prada undertook series recombines, sold profitability poorer business, running layer middle-level home happy much name is familial outside tall canal. But with luxury the person of the same trade is compared, its outstanding achievement still has very large ascendant space, its cash flows to occupy battalion to close only proportional 19% , and this number exceeds major competitor 25% . From management defray, the report says: 2007, the be an official love a horse that comparatives with Prada dimensions spent 220 million dollar to be used at opening new store, but Prada spent 170 million dollar to be used at paying its debt, this makes the half left and right sides that the capital that Prada expands with Yu Kaixin inn, development loves Ma Shi only.
So, if why there is bigger energy in rising market, solve cash shedding to wait a lot of problem a moment, the issue that becomes a lot of luxury development to want to solve. Appear on the market to make a kind of efficient instrument. Luxury is become from household company appear on the market company, certainly will causes a change to the promotion means of the brand, the means of luxury deal may be broken before a lot of regulation. To appearing on the market for the company, make money, outstanding achievement this is very important, any methods that can create value appear on the market the company can consider to try, the network can become the substantial that luxury also can try of course. The Japanese report that sees from us is connected newest announce investigation number to look, network advertisement went against day look forward to 2008 force growth is achieved 16% . Below the condition that causes global economy slowdown in financial crisis, each are big the enterprise cuts down cost to control advertisement expenditure in succession, defray of Japanese overall advertisement appeared 5 years to glide first 2008. Data shows, the advertisement defray of Japanese enterprise was 6.69 trillion yen last year (1 dollar closes 94 yen) about, decrease than the year before last year 4.7% . It is among them in 21 industries, the advertisement expenditure that has 18 industries glides somewhat, especially the main industry such as financial insurance, communication, car. From the point of media category, the enterprise glides in the defray of newspaper and magazine ad respect most apparent, decrease respectively 12.5% with 11.1% , all achieve since report connected a company to begin this investigation 1947 the biggest drop a; TV ad and broadcast advertisement defray also glide respectively 4.4% with 7.3% , place of advertisement of 4 big traditional media occupies portion to drop first broken 50% . And on the other hand, the network advertisement expenses of the enterprise rises 16.3% , amount reachs 698.3 billion yen, market share is become more than first.
New media sale has made the promotion instrument with luxury main brand
Yu Tianhong: The extravagant brand with very how old nowadays built new media department, is this also representing a kind of signal?
Yang Fang: Luxury brand has regarded the key department that high investment and high yield give as new media branch, this is a kind of important sale step to them.
Additional, downstream to them public relations company will tell, of new media intervene, can offer more originality and way, also can get more gain spaces. To whole Internet market, pass new media, luxury brand is making new attempt ceaselessly. For instance · power ascended Louie to cooperate with the video that Shu Qi and Gong Li have last year, caused quite tall attention to spend inside course of study, according to what I know to run quickly Smart also mixes to there is the company cooperation of experience very much in domain of traditional public relations and E-Promotion respect, will be in 9 years of new media domain have very the attempt of innovation.
Yu Tianhong: Of new media intervene, it is for instance above Youtube, have provide representative example extremely. Luxury brand passes the director with a few extremely negative originality, the female star of Hollywood vogue undertakes cooperative, make the video that contains later period specially good effect. Although investment does not poor, but the effect is distinct, the photograph that be contended for downloads. This kind of collaboration has become the new heat of strategy of sale of luxury new media now.
Yang Fang: Say the advantage that new media has other media form inherently to cannot be likened to so. Above all, the gigantic high capacity of new media can form a tremendous information matrix. Next, new media behaves the diversity of force and complexity, pass Flash and 3D to be able to achieve perfect visual sense to communicate the effect for instance. Additional, new media has extremely strong interactive sex. For instance the famous artist of artistic domain is encircling the appeal force inside, be applied by place of commercial sale means, have huge to erupt actually force and consequence. The car that the artist drives, the brand meets an artist naturally regard as opinion cacique. Pass the collaboration with the artist, tie the promotion kind of new media, in art the domain can have a tremendous oriented sex effect.
Yu Tianhong: The sale pattern that luxury shows level has been united in wedlock very faultlessly with art on physical platform, so in new media platform, if want to seek new breakthrough, whether does the opportunity mature already completely? E.g. , dior is in Youlunsimei the exhibition of art house, need throws much labor power, material resources, include to invite stylist, cloth to exhibit etc. And if adopt new media platform, although the likelihood is revealed visual wallop is done not have former so strong, but relatively low investment, whether can richer expressional form have bigger appeal? Future can be passed build new media platform, does the luxury art sale that achieves imitate of a kind of number to change make fun of greatly?
Yang Fang: Say hopefully, I think to meet. Above all, since 2007, as a result of the demand of meaning of luxury brand opposite, to the understanding with new new media, undertook the adjustment of politic sex, of new media branch building is a clear signal. Next, the arrival that economic crisis ebbs also created more opportunity, how does Lv of luxury unified exam increase helpful to the business public relations activity for instance, how better cross a boundary — seek a breakthrough with artistic collaboration for instance, the sale shift that combines shaped form through new media so is met by more use. Additional, past luxury is in Internet is with hard put in a form widely, more be in order to reveal a gender, resemble the propagandist form like guidepost advertisement. = but have limitation actually, luxury brand hopes to embody the thing besides product level through seeking a kind of new form more. Because luxury itself is in namely,be a client group build “ dream “ , be in “ dream “ in the oriented sex of a kind of a kind of idea that reflects it, style.
Yu Tianhong: Go reflecting a kind through new media more perceptual permeate the stuff with more powerful force?
Yang Fang: Yes, be united in wedlock through more with art, with collect go be united in wedlock, with the design the Great Master is united in wedlock, it is better to use new form to come build “ dream “ , go down it continuously all the time.
But still can have a few problems, if say to regard sale as the method through new media, be exhibited for instance or the artistic house form on the net appears, in short-term still have certain difficulty.
Gu Weijie: This kind of difficulty exists really, what you mention art to be in what new medium uses on the network to present means, this kind of way is possible only the new media with bureau true be confined to, participate in through artist and star for instance, have expressional form through video. But artwork itself also has specialty. Because a piece of picture sees on the network, follow in be pleasant to the eye actually cannot duplicate and the pleasure that a piece of picture can achieve and contented feeling are likened to. The auction travel of artistic domain, gallery won‘t have extensive investment on the network, the reason has 2.
The first, the consumption of the network group do not have corresponding consumptive capacity. Hiding the home for the most part for example is the habit that did not get online. The 2nd, the network still has bottleneck to the color rendition of artwork, and artwork is very tall to the requirement of immediate impressions, experience of the person that the difference of a tiny bit is watched with respect to meeting influence directly.
Yang Fang: But actually, the bottleneck of network technology is restricted already very small, the color that includes artwork and effect skinning texture, major reductive and showing can come true.
Gu Weijie: The technology is merely on one hand element. The mainest factor is to become when cannot facing artwork directly, do not have the sort of pleasure and impulse, do not have the happy feeling that is shaken by artwork more. In trade the level, cite a case, fine heart is online the sale is best at the beginning of founding, it is the makes brand implements that comes out from cultural relic inn. The thing ability that because be on the network,has a level is competitive, purchaser just can be at ease. But hundred thousands of, millions of artwork, the sale achieves very hard on the net.
Yu Tianhong: See not hard, actually auction network just trades platform, but purchaser is certainly in kind has seen in reality. The possibility very little that buys from the net directly.