{"id":13458,"date":"2018-11-23T13:16:05","date_gmt":"2018-11-23T12:16:05","guid":{"rendered":"https:\/\/trilogi.com\/blog\/?p=13458"},"modified":"2022-07-19T17:48:01","modified_gmt":"2022-07-19T15:48:01","slug":"dolce-gabbana-en-china","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/dolce-gabbana-en-china\/","title":{"rendered":"Crecer globalmente, sin pensar localmente. El \u201cdesastroso\u201d caso Dolce&Gabbana en China"},"content":{"rendered":"

La industria europea del lujo, sobretodo del fashion, <\/em>est\u00e1 en pleno auge en China. Los consumidores chinos, est\u00e1n dispuestos a comprar productos exclusivos y \u00fanicos, independientemente del precio, esta es una manera de hacer valer su condici\u00f3n social. Por este motivo, grandes marcas europeas apuestan por este mercado y crean sus estrategias para poderlo conquistar. Los consumidores buscan marcas que reflejan mejor su estilo, gusto y personalidad. Para los asi\u00e1ticos, lo europeo es sin\u00f3nimo de calidad.<\/p>\n

Muchas son las plataformas sociales que se utilizan para poder entrar al mercado Chino y generar una reputaci\u00f3n online. Es aqu\u00ed donde estas marcas deben esforzarse en tener una presencia \u00f3ptima. Definir bien la estrategia en estas plataformas sociales, y trabajarlas antes de entrar en el mercado asi\u00e1tico, es una de las formas m\u00e1s efectivas que tienen las marcas para generar engagement<\/em> y posicionarse en el top of mind<\/em> del consumidor.<\/p>\n

\"\"<\/p>\n

Dolce&Gabbana: no es un caso de \u00e9xito en China<\/strong><\/h2>\n

Una marca de moda de lujo, que hasta el momento se hab\u00eda posicionado muy bien en China, es Dolce&Gabbana, pero esta semana, la firma de moda italiana, se ha visto obligada a cancelar un desfile previsto en la ciudad de Shangh\u00e1i, tras la pol\u00e9mica en la que se ha visto envuelta por unos v\u00eddeos publicitarios que han sido considerados racistas.<\/p>\n

Se trata de una colecci\u00f3n de v\u00eddeos que se han publicado en sus redes sociales sobre el uso de los palillos para comer. Bajo el t\u00edtulo: \u201cTributo a China, comiendo con palillos<\/em>\u201d, aparece una mujer oriental tratando de comer platos italianos, como una pizza o unos espaguetis, con\u00a0palillos. La protagonista no parece tener mucho \u00e9xito, y el narrador le explica c\u00f3mo hacerlo.<\/p>\n

As\u00ed es como, Dolce&Gabbana, en lugar de hacer un tributo a China, ha conseguido todo lo contrario: ofender a toda la comunidad china en uno de sus anuncios, calificado de racista, en lo que lleva de trayectoria. La campa\u00f1a ha sido muy criticada por \u201cbanalizar\u201d la cultura china y representar a la mujer china de una manera estereotipada e incluso racista.<\/p>\n

\"\"<\/a><\/p>\n

\u00bfCu\u00e1l ha sido el problema de esta campa\u00f1a?<\/strong><\/h4>\n

Las principales cr\u00edticas tienen que ver con recurrir al\u00a0estereotipo falso\u00a0de un pueblo que carece de cultura para entender c\u00f3mo comer alimentos extranjeros. \u00bfA qui\u00e9n va dirigido este anuncio? El anuncio va dirigido a los consumidores chinos, pero con una versi\u00f3n parodiada de su cultura, haciendo caricatura de sus costumbres, una estrategia que no les ha funcionado. Las cr\u00edticas, como era de suponer, no han tardado en hacerse notar.<\/p>\n

\u00bfQu\u00e9 consecuencias ha tra\u00eddo a la marca? <\/strong><\/h4>\n

La firma de moda italiana Dolce&Gabbana se ha visto obligada a cancelar el desfile previsto en la ciudad de Shangh\u00e1i tras la pol\u00e9mica de los v\u00eddeos, adem\u00e1s de las consecuentes p\u00e9rdidas de ventas que la marca est\u00e1 sufriendo estos d\u00edas. Con toda la pol\u00e9mica, los fundadores de Dolce&Gabbana, Domenico Dolce and Stefano Gabbana, han realizado un v\u00eddeo pidiendo disculpas. \u00bfSer\u00e1 suficiente?<\/p>\n

 <\/p>\n

Si queremos vender online en China o a nivel internacional, \u00a0debemos tener en cuenta\u00a0una serie de aspectos, ya sean culturales, legales o fiscales.<\/p>\n

En un mundo cada vez m\u00e1s global, con grandes oportunidades de crecimiento, es imprescindible buscar partners con amplia experiencia a nivel local, para asegurar el \u00e9xito de cada una de las acciones a desarrollar a nivel internacional.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

La industria europea del lujo, sobretodo del fashion, est\u00e1 en pleno auge en China. Los consumidores chinos, est\u00e1n dispuestos a comprar productos exclusivos y \u00fanicos, independientemente del precio, esta es una manera de hacer valer su condici\u00f3n social. Por este motivo, grandes marcas europeas apuestan por este mercado y crean sus estrategias para poderlo conquistar. […]<\/p>\n","protected":false},"author":2,"featured_media":13460,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[490],"tags":[66,422,423,205,411,8,424],"class_list":["post-13458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-internacional","tag-china","tag-dolcegabbana","tag-emarketing","tag-engagement","tag-estrategia","tag-marketing-2","tag-top-of-mind"],"yoast_head":"\nCrecer globalmente, sin pensar localmente. 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