{"id":18648,"date":"2018-11-23T13:16:05","date_gmt":"2018-11-23T12:16:05","guid":{"rendered":"https:\/\/trilogi.com\/blog\/creixer-globalment-sense-pensar-localment-el-desastros-cas-de-dolce\/"},"modified":"2018-11-23T13:16:05","modified_gmt":"2018-11-23T12:16:05","slug":"creixer-globalment-sense-pensar-localment-el-desastros-cas-de-dolce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/creixer-globalment-sense-pensar-localment-el-desastros-cas-de-dolce\/","title":{"rendered":"Cr\u00e9ixer globalment sense pensar localment. El \u201cdesastr\u00f3s\u201d cas de Dolce&Gabbana a la Xina"},"content":{"rendered":"

La ind\u00fastria europea del luxe, sobretot la del fashion, <\/em>est\u00e0 en ple auge a la Xina. Els consumidors xinesos estan disposats a comprar productes exclusius i \u00fanics, independentment del preu, com una manera de fer valer la seva condici\u00f3 social. Per aquest motiu, grans marques europees aposten per aquest mercat i creen estrat\u00e8gies per conquerir-lo. Els consumidors busquen marques que reflecteixin millor el seu estil, gust i personalitat. Per als asi\u00e0tics, all\u00f2 europeu \u00e9s sin\u00f2nim de qualitat.<\/p>\n

S\u00f3n moltes les plataformes socials que s\u2019utilitzen per entrar al mercat xin\u00e8s i generar reputaci\u00f3 online. \u00c9s aqu\u00ed on aquestes marques s\u2019han d\u2019esfor\u00e7ar per tenir una pres\u00e8ncia \u00f2ptima. Definir b\u00e9 l\u2019estrat\u00e8gia en aquestes plataformes socials i treballar-les abans d\u2019entrar al mercat asi\u00e0tic \u00e9s una de les maneres m\u00e9s efectives que tenen les marques per generar engagement<\/em> i posicionar-se al top of mind<\/em> del consumidor.<\/p>\n

\"\"<\/p>\n

Dolce&Gabbana: no \u00e9s un cas d\u2019\u00e8xit a la Xina<\/strong><\/h2>\n

Una marca de moda de luxe que fins ara s\u2019havia posicionat molt b\u00e9 a la Xina \u00e9s Dolce&Gabbana, per\u00f2 aquesta setmana la firma de moda italiana s\u2019ha vist obligada a cancel\u00b7lar una desfilada prevista a la ciutat de Xangai, despr\u00e9s de la pol\u00e8mica en qu\u00e8 s\u2019ha vist embolicada per uns v\u00eddeos publicitaris que s\u2019han considerat racistes.<\/p>\n

Es tracta d\u2019una col\u00b7lecci\u00f3 de v\u00eddeos publicats a les seves xarxes socials sobre l\u2019\u00fas dels bastonets per menjar. Amb el t\u00edtol \u201cTribut a la Xina, menjant amb bastonets<\/em>\u201d, hi apareix una dona oriental que intenta menjar plats italians, com una pizza o uns espaguetis, amb bastonets. La protagonista no sembla tenir gaire \u00e8xit, i el narrador li explica com fer-ho.<\/p>\n

Aix\u00ed \u00e9s com Dolce&Gabbana, en lloc de fer un tribut a la Xina, ha aconseguit tot el contrari: ofendre tota la comunitat xinesa amb un dels anuncis m\u00e9s qualificats de racistes de la seva traject\u00f2ria. La campanya ha estat molt criticada per \u201cbanalitzar\u201d la cultura xinesa i representar la dona xinesa d\u2019una manera estereotipada i fins i tot racista.<\/p>\n

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

Quin ha estat el problema d\u2019aquesta campanya?<\/strong><\/h4>\n

Les principals cr\u00edtiques tenen a veure amb el recurs a l\u2019estereotip fals d\u2019un poble sense prou cultura per entendre com menjar aliments estrangers. A qui va adre\u00e7at aquest anunci? Va adre\u00e7at als consumidors xinesos, per\u00f2 amb una versi\u00f3 parodiada de la seva cultura que en caricaturitza els costums, una estrat\u00e8gia que no els ha funcionat. Les cr\u00edtiques, com era d\u2019esperar, no s\u2019han fet esperar.<\/p>\n

Quines conseq\u00fc\u00e8ncies ha tingut per a la marca? <\/strong><\/h4>\n

La firma de moda italiana Dolce&Gabbana s\u2019ha vist obligada a cancel\u00b7lar la desfilada prevista a Xangai despr\u00e9s de la pol\u00e8mica dels v\u00eddeos, a m\u00e9s de les conseg\u00fcents p\u00e8rdues de vendes que la marca est\u00e0 patint aquests dies. Amb tota la pol\u00e8mica, els fundadors de Dolce&Gabbana, Domenico Dolce i Stefano Gabbana, han fet un v\u00eddeo demanant disculpes. N\u2019hi haur\u00e0 prou?<\/p>\n

 <\/p>\n

Si volem vendre online a la Xina o a escala internacional, hem de tenir en compte una s\u00e8rie d\u2019aspectes, ja siguin culturals, legals o fiscals.<\/p>\n

En un m\u00f3n cada vegada m\u00e9s global, amb grans oportunitats de creixement, \u00e9s imprescindible buscar partners amb una \u00e0mplia experi\u00e8ncia local per assegurar l\u2019\u00e8xit de cadascuna de les accions que es duguin a terme a escala internacional.<\/p>\n

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

La ind\u00fastria europea del luxe, sobretot la del fashion, est\u00e0 en ple auge a la Xina. Els consumidors xinesos estan disposats a comprar productes exclusius i \u00fanics, independentment del preu, com una manera de fer valer la seva condici\u00f3 social. Per aquest motiu, grans marques europees aposten per aquest mercat i creen estrat\u00e8gies per conquerir-lo. […]<\/p>\n","protected":false},"author":2,"featured_media":13460,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1741],"tags":[1673,1675,1309,1653,941,1677,1037],"class_list":["post-18648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-internacional","tag-dolce-gabbana","tag-emarketing","tag-engagement","tag-estrategia","tag-marqueting","tag-top-of-mind","tag-xina"],"yoast_head":"\nCr\u00e9ixer globalment sense pensar localment. 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