25
Oct
2013

Connecting product to lifestyle the Chinese way

I have read a few articles recently that talk about the need for brands to sell lifestyle and not product. Forgive my bluntness, but this has been the case for the past 12 months or more and is in fact old news. However, what is apparent to me is that for a brand to demonstrate how its products are part of a lifestyle can be difficult. Yes a still image of a watch on the wrist of a man standing next to a supercar creates some sort of visual message, as does a woman wearing beautiful cloths while out walking a dog, but these images are flat and fail to engage with all the viewers emotions.

Many brands have been running high quality events, catwalk shows, exhibitions and private viewings, but everything is shown in a temporary and staged environment. Luxury consumers have normal lives that may involve a little more glamour that those of the less well healed, but the core of activities are the same for most people. So how do you demonstrate the impact on the life of someone, the pleasure they may get from a product or service, or its heritage without taking them on a journey?

Culturally images work better in China than words, and the more specific the better if the customer is to get the message quickly. Therefore it is important for a brand to position their products or services within the lifestyle of those who see them, and obviously video is the best way to do this. Showing someone how to drink champagne, or how to decorate a room with your products is far more visual than a simple static display. They can see people wearing and using product or enjoying services that otherwise have no linkages to their lives.

Using video also allows brands to explain the ‘how to’ for their product without the luxury consumer loosing face by not knowing this already, and gives them the edge when speaking knowledgably with their friends on the subject. They have seen it, so they can talk about it. I expect luxury brands to consider TV or web based video footage as a very appropriate means to tell stories and demonstrate product in China, in the context of the Chinese consumer and their lifestyle, and demonstrate that they have what it takes to be part of their lives.

The Highlife lifestyle show www.thehighlife.cn is a good example of how neutral and educational coverage can both entertain and engage with luxury consumers in China, and I would recommend anyone thinking of really showing what they have to offer to the luxury consumer here to consider a channel like this.

Share

Top