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How can luxury brands turn live-streaming into a premium experience?
奢侈品牌如何将直播转变成优质体验?

Rachel Zheng
Senior Account Manager / We Are Social

我认为奢侈品牌直播保持高端调性的视觉质感很重要,可以结合当下流行的技术,也算是走在时代的前沿。例如Dior春夏大秀采用了360环景特效、以及近日高端美妆品牌HR举办的#三十而愈#沉浸式发布会,是通过绿屏+3D光影特效完成的直播,给观众一种耳目一新又很黑科技的感觉。

I believe it's extremely important that luxury brand's live-streams keep the high-end visual consistency, combining popular technologies and tech-trends. For instance, the Dior spring-summer campaign utilized 360° panorama visual effects as well as using an immersive live-conference by Helena Rubinstein, a high-end makeup brand, that successfully took leverage of both green screen and 3D lighting. It enriched the audience with a refreshing experience, but also made people almost consider it as "black magic".

Ashley Wu
Senior Account Manager / We Are Social

首先, 直播中出现的KOL和名人大咖必须与品牌高端基调和风格保持一致,才能提供给(观众)一场高端体验。其次,直播这种创新性方式也能够创造一种优质氛围。例如,迪奥现场直播的时装秀通过向观众传达观看高端时装秀的优质体验,树立了一个完美的榜样。最后,对于奢侈品来说,直播平台的选择也很关键。因为很少有品牌会考虑快手作为传递优质体验的平台。

First of all, the KOLs/celebrities featured in the live-streaming have to be aligned with the premium brand tone and manner to provide a premium experience. Secondly, the creative way of live-streaming can also create a high-end atmosphere. For example, the Dior live-streaming fashion show has set a perfect example by transporting the premium experience of watching a high-end fashion show to audiences. Last but not the least, the choice of live-streaming platforms also matters when it comes to luxury brands as not many brands would consider Kuaishou to be the right platform to convey the premium experience.

Howie Jiang
Account Manager / We Are Social

我认为奢侈品牌应该着重于直播过程中的“体验”和与消费者的对话,而不是传递大量销售信息。品牌可以利用直播形式创建更吸引人和更有趣的内容。例如,直播可以用于突出显示奢侈品牌的快闪店或大型活动,这样更多的客户可以在线参与,体验曾经没有过的品牌活动。此外,直播还可以在不同的品牌元素上利用AR功能,进一步展示品牌DNA。

I think luxury brands should focus on the 'experience' and dialogue with consumers during live-streams, rather than loads of aggressive sales information. That's how you create more engaging and fun content utilizing the live-stream format. For example, live-streams can be used for highlighting a luxury brand's pop-up store or major events so more customers can be involved online that may have limited ability to experience the brand. Additionally, live-streams can take leverage of AR features using different brand elements and further showcase the brand DNA.

Jackie Zhang
Associate Account Manager / We Are Social

首先,奢侈品牌不应该试图适应直播形式。他们应该将直播作为一种宣传方法以此来保持自身的品牌精神和高端形象,例如创建线上展示厅,通过此方式他们依然可以举办走秀和其他传统展示活动。模特每一次走向摄像机的时候,用户就可以点击模特身上的单品。例如,ICY举办了一个数字时装周展示2020年AW系列并大获成功。

First of all, luxury brands should not try to adapt to the live-streaming format. They should maintain their brand spirit and premium image by using live-streaming as a broadcasting method, for example creating an online showcase room, in which they can still do T-walks and other traditional displays. Every time the models walk to the camera, users can click on the items and buy them. 

For example, ICY created a digital fashion festival to reveal its 2020AW series which was greatly successful.