Online Class Notes (Ally)

Vocabulary

make up for : 弥补

flashy: 俗艳的；（因昂贵、巨大等）显眼的；穿着奢华的；炫耀技艺的

sticker price: original price

Grammar

insist on: 坚持opinion
ie. They insisted on using Liu Wen. ()

persist: 保持；持续存在；维持；顽强地坚持 event

choose to do sth or on sth for budget allocations
use for = bigger concepts, drive for sth

– Correction:

1 he was a disabled person.
He is a disable.

2 ask us for compensation.
The client ask for a compensation.

3 she asked me to do not tell the client that the problems is also happened in the other provinces.
She tried to stop me to let the client know that the problem also had been happened in other provinces.

4 ask their dealer to see the advertisement is right or wrong
The client can ask their dealer to see if the advertisement is right or not.

5 before I called her, I’ve already thought about that thing.
Before I called her, I had already thought about she would say so.

6 …gives a speaking in this video
The celebrity gave a speech in this video.

– Analyze Chanel and what they have done in the past years. differences between Chanel and other brands.

Why we say Chanel is really different from the others? Why can it always be the leader but not the followers?

If we talk about the difference I guess we can start from 2 parts, one is the products and the other is the brand.

For the product part I think Chanel do very well. They insist a lot of things: fabric, pattern, iconic color ,etc for the product design. Those things make Chanel own many recognizable elements among the luxury brands in addition to the logo. For an example, you can always recognize Chanel by the tweed fabric or camellia pattern. But for the competitors, consumer recognize them only by their logos which means they loose many opportunities to enhance the product image from the consumer.
So that the other luxury brands always change their designer to cater young consumers’s preference. But Chanel rarely change their designers to keep the unified image of products. They invited the hottest fashion icon or celebrity in the young generation to perform their products instead of change the design for them. I think the slogan: Fashion fades, only style remains the forever really represent the brand sprit of Chanel.

For the brand building part, Chanel also keep their own pace. They don’t create the social accounts for all the platforms like the other competitors. I think they do have a deep and strategic thinking on it. WeChat is a deeply communication platform. Weibo is more like a new news (include celebrity news) information platform. The Red is a reputation community. Tik Tok is short video platform for all the netizens.

Chanel mainly communicates 2 business on the social platforms, one is fashion, the other is beauty. They open a WeChat official accounts integrate 2 business into it, so that they can announce any news or long content on it. It help consumers to know more detail about Chanel. Chanel launch short contents more focus on products and celebrity cooperation on Weibo. In consideration of skin care and cosmetic posts are more popular on the Red platform, Chanel only create a Beauty official account on it. And in view of the target audience from. Tiktok is too wide, Chanel hasn’t create any official accounts on it. Cause they will spend more for reaching accurate target audience on it. The same strategy as the products Chanel don’t follow all the trends in marketing communication. So I guess the slogan of Chanel: Fashion fades, only style remains the forever really be the main reason to make Chanel different. Everyone in Chanel execute the spirit very well. It help Chanel achieve difference among all the brands in nowadays.