On July 13, Luhan appeared at the 25th anniversary party of Audemars Piguet Royal Oak Offshore and danced. For the comprehensive entertainers who came out of the ‘star factory devil-style training’ in South Korea, singing and dancing is not difficult. At this quarter-century commemorative event, Audemars Piguet also announced a big decision-Luhan, becoming the brand’s first Chinese ambassador. After Bennahmias, the global chief executive, and Liu Qiangdong delivered the express delivery in April of this year, Audemars Piguet made another big move in the Chinese market, and the sound of the wave broke out. As with the first attempt at e-commerce, people talked a lot: no matter whether they are online or chatting, some older cousins think that Luhan is too young, and their ideal Audemars Piguet is closer to LeBron James That type. On the other side, a few young post-90s cousins said, ‘It doesn’t matter, it’s not deer rice, and it doesn’t matter who endorses it. It just likes Audemars Piguet Royal Oak, and it will continue to buy until it has aesthetic fatigue.’ What do you think about Luhan becoming Audemars Piguet’s first Chinese ambassador? Will it affect your decision when buying a watch? // Before discussing this issue, let’s find out why Audemars Piguet’s first Chinese ambassador chose Luhan? Luhan loves watches, this is probably the consensus inside and outside the entertainment industry. We used to read Luhan’s Weibo in 2016 and 2017 for the sake of curiosity, and counted his watches: 5 Audemars Piguet, 3 Richard Mills, 3 Rolex, 1 Hublot, 1 Only Roger Dubuis, 1 Chanel, 1 Casio, 1 Apple Watch smart watch. In terms of quantity, Luhan seems to show more preference for the Audemars Piguet Royal Oak series. The professional ‘Luhan Fashion Science Popularization Weibo Account’ @ChicLuhan has listed in more detail the Audemars Piguet watches and specific models worn by Luhan over the years. In addition to the Royal Oak Concept GMT Tourbillon worn at the 25th anniversary party offshore, Royal Oak, Royal Oak Offshore and Royal Oak Concept three series, Luhan has worn a total of 18. Luhan’s hand watch comes from the Royal Oak concept series. In addition to buying a watch by himself, Luhan also drives people to wear watches, such as his girlfriend. Fans have counted that after becoming Luhan’s girlfriend, Guan Xiaotong, who had no previous habit of wearing watches, also appeared on the wrist from time to time with Luhan’s watches of the same brand, including Richard Mill, Parmigiani, and of course, Audemars Piguet had the highest appearance . Even Guan Xiaotong’s father, on the day of ‘520’ in 2018, was very affectionate about his father and daughter, and he also wore a white gold dial with a royal oak series on his hand. Dad Guan wears a royal oak gold watch. Some watch fans sum up this: Luhan loves watches, buys them, and buys himself as an Audemars Piguet. Of course, Audemars Piguet chose Luhan not only because Luhan liked Royal Oak, but also because the traffic was the increase in exposure that Luhan could bring to Audemars Piguet and the increase in sales of Audemars Piguet in the Chinese market. Luhan is one of the hottest ‘small fresh meat’ groups. Since the EXO team debuted, especially after returning to China in 2014, Luhan, Wu Yifan, and Huang Zitao, etc., these fair-skinned, good-looking male stars , Has been occupying entertainment headlines for several years. Luhan and Wu Yifan both debuted from EXO. Luhan once set a Guinness World Record of 100 million retweets on a Weibo. It even attracted the attention of financial writer Wu Xiaobo, who was unable to hit eight poles. ‘Meat’ economy. Last year’s National Day holiday was announced. Luhan, Guan Xiaotong, and Dili Reba related topics dominated the top ten Weibo searches on the day, which once caused the Weibo server to go down. The millennial star chaser seems to be crazy than ever. They have money and leisure, and pay close attention to all aspects of idou’s life and career. They will follow idou to do charity and donate money and supplies to irrelevant people; they will also follow In the footsteps of Aidou, when he traveled all the way to Shanghai and Zhongshan, thousands of miles away, he took a photo with a large green postbox. Will stars influence consumer behavior? In May 2018, CBN Commercial Data Center cooperated with Ali to quantify the ‘capacity to carry goods’ of the stars with data, released the first ‘CBNData Star Consumption Influential List’, and Yang Mi, the queen of street shooting, won the first quarter of 2018. ‘King of Goods’, male stars Yu Wenle, Lu Han, Wu Yifan, and Wang Junkai and Yi Yan Qianxi of TFBOYS are among the top ten. CBNData celebrity consumer influence popularity list Earlier watch brands that cooperated with ‘small fresh meat’ stars recently also sent a lot of positive news: Wu Yifan made the Bulgari OCTO series watches increase in popularity in China; Yang Yang increased The sales of Montblanc watches in the Chinese market; Jay Chou’s endorsement also accelerated the pace of Tudor’s escape from the elder brother Rolex aura. In the context of this era of Internet-based traffic, fine watch brands cannot continue to stick to stereotypes. /// I think Luhan is too young. We observe that most of the older people hold the following opinions and opinions: Audemars Piguet, Vacheron Constantin and Patek Philippe are considered to be the top three troikas in Switzerland. It is the brand on the spire of the Swiss watchmaking industry, so they are also considered to be the most traditional. In the face of new things such as e-commerce, Internet social media, and spokespersons, they should be conservative. They should be the last one, or even forever. Don’t touch these. But the actual situation is that the traditional watchmaking troika is also adapting to the new era. Just as we are experiencing the changes in the world, not only Audemars Piguet, Vacheron Constantin and Patek Philippe also have to start trying to embrace the new world. On October 26, 2017, Vacheron Constantin released two limited edition ‘Great Wall’ watches for the Chinese market on the official WeChat. The first sales model for online booking and offline try-on was considered as the first time for advanced watchmaking. The test of e-commerce. On March 18, 2018, at 18:39 Geneva time, Patek Philippe launched Instagram, announcing two new watch photos before the Basel Watch Fair, and announced that the content would be updated at the same time on the 18th each month. At 18:39, Patek Philippe’s intention was obvious. The brand was founded in 1839. Patek Philippe’s Instagram homepage On April 10, 2018, Audemars Piguet went one step further. Four new 2018 Basel watches were first sold online in the Chinese market. For the first time, closed-loop advanced e-commerce watchmaking, online ordering, WeChat, Alipay or banks The transfer payment was completed by JD.com’s ‘Jingzunda’ white gloves service. The express delivery from Bennahmias and Liu Qiangdong was the first order. So you see, Patek Philippe, which does not have official Weibo and WeChat in China, chose to start social media communication from Europe and the United States; Vacheron Constantin and Audemars Piguet prioritized ‘new retail’ exploration in the more mature and mature Chinese market for e-commerce. The latest news is: in May, Athens, another Swiss watchmaking brand, officially authorized Farfetch, an online platform, to sell watches; in June, Vacheron Constantin’s parent company Richemont Group completed the acquisition of e-commerce site YOOX Net-A-Porter. And bought an ‘O2O’ watch business company Watchfinder; in July, Chanel played vibrato in China. Chanel will release J12 watch tremolo short video for 12 consecutive days. Internet technology, or mobile Internet technology, is considered to be the ‘Fourth Industrial Revolution’ in progress, which is changing the world, humanity and tradition. Back to fifteen years ago, people were still afraid to buy mobile phones, computers and home appliances on the Internet at that time, thinking that these ‘valuable items’ were not safe for online shopping and did not trust e-commerce. Today, JD.com, with a market value of nearly 60 billion U.S. dollars, is the third largest Internet company in China; Suning Appliance, one of the offline hegemons, was renamed Suning Cloud Business. Back to five years ago, if you were the CEO of a fashion or luxury brand at the time, you might be struggling with the introduction of e-commerce. You wouldn’t expect that today’s big brands, such as LV, GUCCI and Cartier, have built their own online sales platforms; And niche brands, such as Zenith, Bucherer and Henry Moser, work closely with JD.com and Tmall. /// A post-90s generation who held an ‘indifferent’ attitude to Luhan also told me a story: He is Jay Chou’s brain fan, and he liked it when he was a kid. He was also happy to see Jay Chou endorsing Tudor, but he said he was not The reason why I would buy the 1926 watch endorsed by Jay Chou is very simple-he thinks it is ugly, he doesn’t like it, and he can’t compare with the Biwan series. Jay Chou endorses the Tudor watch spokesperson can let him contact a watch brand that was once unfamiliar, or let him know more about a familiar brand, but it will not easily change his preferences. He may like a brand itself , Or the product itself. For the younger generation, the influence of celebrities on the purchase of luxury watches is obviously not as obvious as cosmetics and fashion. Spending hundreds of thousands of dollars and spending hundreds of thousands to hundreds of thousands, the psychological decision process is different. Audemars Piguet announced the signing of Luhan, which stirred up various talks that night. When it came to buying a watch after a while, other factors were considered. Audemars Piguet finds Luhan as a brand ambassador, and it is not the first time that the brand has cooperated with celebrities. Football superstar Messi officially joined the Audemars Piguet Hall of Fame in 2010; NBA basketball star LeBron James also became Audemars Piguet in 2012. Ambassador, this year he also shot the official announcement video for the 25th anniversary of the offshore type. LeBron James is dedicated to the 25th Anniversary of Royal Oak Offshore. Deer is for the Audemars Piguet Chinese market, just as James is for the Audemars Piguet North American market and Messi is for the Audemars Piguet European and South American markets. The message passed to more of their fans. The actual situation we have seen these days is that not only Luhan fans are happy for their deer, but Wu Yifan’s fans have also received more information about Audemars Piguet. Controversy abounds that fans on both sides are worsening ‘Audemars Piguet’s first Chinese ambassador Luhan’ or ‘Bulgari global spokesperson Wu Yifan’. Lu Xi’s interview with the headline signing author of the Department of Notes applies to join the readership group, please send your real name + detailed professional information + personal WeChat to [email protected]
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