來源：時刻頭條
2014年，全球頂級奢侈品牌Burberry作為行業首家進入Alibaba天貓平臺的奢侈品先鋒，一時風頭無二，多次開創了與阿里巴巴在市場營銷、技術創新、大數據應用、生意模式上合作和共創的「第一次」，成為奢侈品行業的第一標杆。今年，Burberry和天貓再度攜手，啟動Burberry天貓超級品牌日。
In 2014, Burberry, one of the world's top luxury brands, took the lead in the luxury industry to enter the Alibaba Tmall platform, to great fanfare. It initiated multi-dimensional cooperation with Alibaba in marketing, technological innovation, big data application and business modeling, jointly setting many records in the industry, and their collaboration has become a top benchmark in the local luxury industry. Once again for hitting the No.1 in the industry, Burberry and Tmall have joined hands to launch the Burberry Tmall Super Brand Day (SBD) this year.
阿里巴巴作為中國最大及全球頂級電子商務平臺，其打造的天貓超級品牌日則是天貓最具影響力的品牌營銷超級IP。此次Burberry天貓超級品牌日看點十足，「2021倫敦春夏時裝秀」在天貓全球直播，有多鏡頭沉浸式直播體驗，各種AR和大數據技術加持，而且還輔之以連續4天直播不打烊預熱、明星和嘉賓助陣，帶來了一系列引人入勝的創新和突破。
SBD is the most influential brand marketing IP of Tmall under Alibaba, China's largest and the world’s top e-commerce platform. Burberry Tmall SBD was rather exciting, featuring a worldwide livestream of the "2021 London Spring/Summer Fashion Show" empowered by multi-camera immersive show experience, variety of AR and big data technologies support. The livestream, joined by a great many celebrities and panel discussion, bringing to the spotlight a series of fascinating innovations and breakthroughs.
Burberry超級品牌日亮點齊聚:
中國首家多鏡頭沉浸式全球大秀直播+明星連續空降4天直播不打烊
Burberry SBD Highlights: China's First Exclusive Multi-view & Immersive Global Fashion Show Livestream + 4-day Continuous Celebrity Participation
Burberry的春夏秀作為重要的時尚風向標，今年以「In Bloom 生命綻放」為主題，秀場設置在戶外環境中，旨在為觀眾打造英國戶外的視覺盛宴的沉浸式體驗，並探索一個新的空間，讓社群與自然和彼此重新連結，表達品牌對自由精神的不息追求。
Burberry Spring/Summer Fashion Show has always represented the latest fashion trends. This year, on the theme of "In Bloom", the show was set in an outdoor environment, poised to create an immersive British outdoor visual feast for the audience and explore a brand-new space where communities and the nature find themselves connected again, in expression of the brand's endless pursuit of free spiritedness.
Burberry的創新基因在中國電商市場一貫表現明顯，此次超級品牌日Burberry更是將「2021倫敦春夏時裝秀」搬上天貓，在天貓進行獨家「多視角「、 」沉浸式「直播。
Burberry's innovative genes have had a longstanding presence in China's e-commerce market. On SBD, Burberry launched "2021 London Spring/Summer Fashion Show" on Tmall, and conducted an exclusive 『multi-view』 and 『immersive』 live stream.
大秀直播前夕進行了三天直播預熱。第一天超品宣傳片發布，品牌形象大使宋威龍現場連線互動，分享與品牌結緣故事。此後兩天則創新引入《這！就是街舞》精英舞者，演繹品牌潮流一面，打破消費者的刻板印象。街舞課堂直播、Live House表演、頭部主播帶貨，各種潮流玩法融合讓整個活動儲備勢能。三天預熱直播保持平均每場500萬觀看人次，呈日常直播近10倍增長，點讚互動數直逼2000萬，為超品爆發當天大秀直播積累超高關注度。
Preceding the fashion show was a three-day live stream in full swing as a warm-up. On the first day, the exquisite Tmall SBD promo videos was released, and Song Weilong, Burberry Brand Ambassador, interacted with the audience on-site to share his story with Burberry. The next two warm-up days featured elite dancers from the hit show of Street Dance of China, whose unique expression of brand trends broke all the stereotypes that consumers might have had. A vivid integration of livestreamed hip-hop class, Live House show, Austin Lee’s live stream of product recommendation, and various fashion games injected huge momentum into the series of eye-catching events. The warm-up series throughout the three days received an average viewership of 5 million, almost ten times that of before, while the number of likes and interactions was reaching 20 million, demonstrating the super-high attention it attracted for the highly-anticipated show that were to follow it.
此次大秀天貓直播間實現了5個視角同時播放，觀眾可第一主視角宏觀秀場，感受震撼現場；而多重副視角則專注品牌元素、貨品細節，觀眾可以點擊切換任意視角為主視角。
For this fashion show, the Tmall live stream room has settled five views simultaneously for audience, who can get a feel for the lively scene from the first main view, while taking close-up on various brand elements and product details from multiple sub-views, any of which can be easily switched back as the main view with a click.
整個Burberry超級品牌日全程充滿創新元素，雲看秀、雲街舞，再到AR技術、大數據，以及引入明星參演的視覺內容創作，這種虛擬和現實交融的溝通方式，帶給消費者全新的獨特體驗，全方位感受到Burberry的創新突破，同時也可達到品效合一的效果。Burberry博柏利天貓超級品牌日直播間異常火爆，多鏡頭觀看人次破2800萬，創造天貓單品牌直播間觀看大秀記錄。這是阿里巴巴第一次多視角沉浸式直播品牌大秀，受到了天貓用戶極佳的反響。據統計，僅天貓平臺上就累積了超2800萬用戶觀看了Burberry 2021倫敦春夏時裝秀。
Burberry Tmall SBD was full of innovative elements, combining a cloud-based show, cloud-based street dance performance, AR technology, and big data to visualize contents jointly created by celebrities. This innovative channel of communication that brought together virtual and realistic demonstrations delivered to consumers a brand-new and unique experience, allowing them to get a taste of Burberry's innovative breakthroughs in all dimensions, as well as achieving an all-in-one brand effect. On the day of the event, Burberry Tmall SBD livestream room was extremely 「crowded」 with as many as 28 million people watching the fashion show in multiple views — a record-breaking viewership with a single brand ever since Tmall launched its livestream room. This was the first time that Alibaba ever tried with a multi-view immersive brand show, and it was vigorously applauded among Tmall users.
借勢超品，Burberry博柏利官方旗艦店當天創開店6年來單日成交第一，沉澱高奢時尚人群近幾千萬。超品期間，品牌媒體內容點擊率顯著提升，並成功收穫大批二三線城市品牌新客，充分體現了消費者對於超品以及品牌2021春夏大秀的強烈關注。
Riding the SBD’s momentum, Burberry's official flagship store saw a record-high daily transaction volume since its establishment six years ago, appealing to tens of millions of high-end customers.. During the SBD period, the click-through rate of the brand’s media contents increased significantly and the brand successfully harvested a large number of new customers from tier 2 and tier 3 cities across the country with its event series, both of which fully demonstrated Chinese consumers』 strong interests in Burberry Tmall SBD and the Spring/Summer 2021 Fashion Show.
超前整合策動全網生態力量連結中國年輕消費者
Forward-looking, Pioneering Integration and Mobilization of Ecological Power Across the Internet to Build a Network Connecting Young Consumers Throughout China
Burberry電商高級副總裁Mark Morris先生表示：天貓是奢侈品與中國年輕消費者溝通的重要平臺，此次我們非常高興能與阿里巴巴攜手舉辦天貓超級品牌日。活動通過獨家的多視角沉浸式直播體驗和AR技術相結合，使得我們的2021春夏大秀以前所未有的方式呈現。我們很高興有這麼多新的消費者在線與我們共同見證這激動人心的Burberry時刻。
Mark Morris, Senior Vice President of Digital Commerce said 「Tmall is a very important platform for us to connect with Chinese customers and we were very excited to collaborate with Alibaba for Super Brand Day. The combination of real-time live stream, the new and exclusive five angle camera view and AR technology made our Spring/Summer 2021 show come to life in a new way never experienced before. We are pleased that so many new customers joined us online for this exciting Burberry moment.」
天貓奢品中心負責人汪小茵（Luna Wang）表示，"天貓奢品不斷賦能奢侈品牌的數位化創新能力，通過此次與天貓超級品牌日的合作，整合全網生態力量，為Burberry這樣的全球頂尖品牌提供了一個極致創新的舞臺。這次合作不僅為品牌帶來聲量和銷量的雙重爆發，我們也看到，Burberry正以前所未有的能量觸達和連接Z世代用戶，未來更多精彩值得期待。」
Luna Wang, head of the Tmall Luxury Division, said, "Tmall Luxury Products continues to empower luxury brands with digital innovation capabilities. Through this cooperation with Tmall Super Brand Day, we integrate the ecological power of the entire Alibaba eco-system. It provides a stage of ultimate innovation for the world's top brands like Burberry. This cooperation not only succeeds in communication and business for brand, we also see that Burberry is embracing Generation Z consumers with an enthusiastic vibe, and more exciting things are worth looking forward to in the future.
根據阿里巴巴數據，中國奢侈品在線消費呈現出新的格局和趨勢，年輕一代消費者的快速崛起，消費者需求被更加細分以滿足他們個性化和多樣化的需求。根據滙豐銀行調查，65%的中國消費者更喜歡在天貓購買奢侈品。藉助天貓的大數據賦能下，Burberry博柏利精準定向年輕消費者，全力進軍新一代消費者人群領域，成功實現了破圈拉新。在九月大秀的成功影響下，Burberry博柏利進一步強化了其作為世界領先奢侈品品牌的形象，更有效地更廣泛地與更多地級市年輕消費者的聯繫。
According to data by Alibaba, online spending on luxury goods in China has shown new patterns and trends, as the rapid ascent of a younger generation of consumers gives rise to an increasing number of niche markets to meet their personalized and diversified demands. According to an HSBC survey, 65% of Chinese consumers prefers to buy luxury goods on Tmall. Empowered by Tmall’s big data technologies, Burberry has accurately positioned itself to target the younger generation and entered the new territory with all its might; as a result, it successfully achieved breakthroughs and gained new fans. Thanks to this grand fashion show with its tremendous influence, Burberry has further strengthened its image as a world-leading luxury brand and established ties with a wider community of young consumers.
當大多數奢侈品牌對電商還持觀望態度時，Burberry率先作為首個國際奢侈大牌率先入駐天貓。迄今為止，Burberry和天貓已經合作6個年頭。在合作的六年時間裡，Burberry一直走在奢侈品電商的前沿：Burberry和阿里共創各類「首次」營銷IP十餘個，包括作為奢侈大牌首次入駐天貓、首次合作超級品牌日、首個參與雙十一、首次將大秀放在天貓、首批阿里大數據數據銀行、「首次」探索奢侈品新零售升級等等。據悉，Burberry入駐天貓6年GMV 持續保持行業領先的高速增長，天貓店鋪粉絲和會員招募勢頭強勁，已積累大批忠實奢侈品消費者，其中Z世代佔比和二三線消費者最高。
While most luxury brands were still holding a wait-and-see attitude towards e-commerce, Burberry took the lead as the first international luxury brand to take up residence on Tmall. Burberry and Tmall have been cooperating for 6 years. During these years, Burberry has always been at the forefront of luxury e-commerce, as it has worked with Alibaba to create more than ten marketing IPs never seen before: Burberry was the first luxury brand to operate on Tmall, to join hands with Tmall SDB ever, to participate in the Double-11 shopping spree, to roll out a fashion show on the platform, to explore upgrades of retails of luxury items, and it was among the firsts to engage in Alibaba’s Big Data Bank, etc. Burberry's Gross Merchandise Value is reported to have maintained industry-leading rapid growth since its arrival on the platform 6 years ago, and the number of fans and members of its Tmall stores shows strong growth momentum. Among its large number of loyal luxury consumers, Generation Z takes up the highest proportion. Meanwhile, we are particularly excited to see so many new customers joining us, particularly from tier 2 and 3 cities in China.
在奢品電商領域，消費者需求卻在不斷變化，要想保持穩定增長，就必須及時突圍，從品牌方案、產品策略以及傳播策略上，與年輕消費者形成更深度連結。此次Burberry博柏利與天貓超級品牌日的合作，便是以最精準的方式整合最優質的資源，實現了高效消費者轉化，提升了品牌形象，擴大了品牌活動影響力。此次Burberry博柏利天貓超級品牌日，無疑將會成為整個行業的一大成功範本。
Luxury brands operating on e-commerce platforms see constant changes in consumer demands. To maintain steady growth, both timely breakthroughs and deeper connections with young consumers by way of proper brand schemes, product strategies and communication strategies are absolutely essential. The cooperation between Burberry and Tmall SBD has successfully integrated the best quality resources in the most accurate way, efficiently transforming its customers, enhancing its brand image and expanding the influence of the brand’s activities. This Burberry Tmall SBD will undoubtedly become a role model for the whole industry.