Fans have too strong purchasing power. Small fresh meat saves luxury goods

The popular "little fresh meats" born in the 1990s who are high-looking and full of personality are becoming a panacea to stimulate consumption. With them, a large number of "fans" with purchasing power will appear in luxury stores with high prices, and the financial report that has been depressed for more than half a year will finally see long-lost revenue growth.

be used. The popular "small fresh meat" born in the 1990s is becoming a panacea to stimulate consumption. With them, a large number of "fans" with purchasing power will appear in luxury stores with high prices, and the financial report that has been depressed for more than half a year will finally see long-lost revenue growth.

Not long ago, British luxury brand Burberry announced its latest financial report. As of December 31, 2016, Burberry's retail revenue for the third quarter was £ 735 million, a year-on-year increase of 22%. This eye-catching report card is inseparable from Wu Yifan, a popular idol with 21.8 million Weibo followers.

According to British media reports, Wu Yifan's series of promotional activities after endorsing Burberry have effectively increased his influence on China's social media Weibo and WeChat, and this move has also stimulated consumption in this market and even the entire Asian market. Since nearly 40% of Burberry's global sales come from China customers, a large number of "fans" who bought for their idols have naturally saved the once-depressed China market. It is reported that at Burberry's Beijing SKP store, fans sold out a windbreaker worn by Wu Yifan for 16,500 yuan. Previously, this windbreaker was not favored.

More and more luxury brands are aware of the energy emitted by "small fresh meat", and their target users have also shifted from mature and stable high-net-worth individuals to young consumers in China.

Richemont Group, the world's second largest luxury goods group, which owns many brands such as Vacheron Constantin, Cartier, and Montblanc, is also trying to save the group's plummeting profits through small fresh meat. Affected by its core business Cartier watches, Richemont Group's net profit plunged 51% to 540 million euros in the first half of fiscal year 2016. But in July 2016, a quarter after Cartier announced that Lu Han, a popular star born in the 1990s, was a close friend of the brand, Richemont Group's financial report rebounded as expected. According to financial reports, Richemont Group increased by 5% in the third quarter of 2016 compared with the same period last year, with the Asia-Pacific region performing well. Before Lu Han, Cartier's partner was Andy Lau. According to Cartier, Lu Han is one of the most favored China idols by international brands. He is a true post-90s generation with personality, attitude and attitude.

But Lifeng Group has also gone through bad chess. At the end of last year, its brand Jaeger-LeCoultre Watch released a video starring "Internet celebrity" Papi Sauce. The video was criticized by many netizens, believing that the grassroots image of Papi Sauce did not match the image of Jaeger-LeCoultre luxury goods.

Previously, many analysts believed that the fans of "Little Fresh Meat" were young and had limited spending power, making it difficult to boost sales for high-priced luxury brands. But don't forget that fans of these "little fresh meat" idols born in the 1990s are a group of fanatical fans who keep up with trends, have full personality, and are willing to pay for their idols. Whether from the perspective of chasing stars or consumption upgrades, as long as they are willing, they will really join the ranks of luxury goods buying in advance.

For brands, the only test is to choose the right spokesperson and hope that these young fresh meat characters with full personality will not collapse.

Editor: Nancy