{"id":12942,"date":"2021-01-27T13:33:20","date_gmt":"2021-01-27T12:33:20","guid":{"rendered":"https:\/?p=12942"},"modified":"2021-01-27T13:33:20","modified_gmt":"2021-01-27T12:33:20","slug":"la-fallida-transmision-en-vivo-de-dior-en-china-es-un-problema-del-lujo-occidental","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/la-fallida-transmision-en-vivo-de-dior-en-china-es-un-problema-del-lujo-occidental\/","title":{"rendered":"La fallida transmisi\u00f3n en vivo de Dior en China es un problema del lujo occidental"},"content":{"rendered":"

Lo que sucedi\u00f3:<\/strong>\u00a0el programa Couture de primavera de 2021 de Dior<\/strong> se transmiti\u00f3 en vivo a m\u00e1s de 11 millones de espectadores en Weibo<\/strong>.\u00a0Inspir\u00e1ndose en el Tarot, la colecci\u00f3n 2021 de la directora creativa Maria Grazia Chiuri<\/strong> fue capturada en una pel\u00edcula de 15 minutos<\/strong> dirigida por el cineasta italiano Matteo Garrone.\u00a0La transmisi\u00f3n en vivo fue seguida por un panel de discusi\u00f3n que cont\u00f3 con el magnate de los medios Hung Huang, la actriz Carina Lau, la supermodelo Ming Xi, el embajador de la marca Yang Cai Yu y otros<\/strong>. La transmisi\u00f3n en vivo en la cuenta de video WeChat de Dior super\u00f3 las 10.000 visitas<\/strong>, mientras que otras plataformas como Douyin, Little Red Book, Bilibili y Tencent Video tambi\u00e9n realizaron presentaciones en vivo simult\u00e1neas<\/strong>.<\/p>\n

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Panel de discusi\u00f3n de Dior encabezado por el magnate de los medios Hung Huang. Foto: captura de pantalla<\/figcaption><\/figure>\n

Desde que surgi\u00f3 el COVID-19, las semanas de la moda se han puesto en l\u00ednea<\/strong>, democratizando la audiencia del medio.\u00a0Ahora, cualquiera puede ver las colecciones en l\u00ednea, a medida que ocurren, y cualquiera puede ser un cr\u00edtico tambi\u00e9n<\/strong>.\u00a0En algunos casos, las marcas toman nota de las cr\u00edticas en l\u00ednea y act\u00faan.\u00a0Por ejemplo, Dior fue criticado por su\u00a0<\/strong>falta de diversidad la<\/strong> temporada pasada,<\/strong>\u00a0esta nueva colecci\u00f3n aborda claramente este problema, ganando elogios de los internautas.\u00a0La marca tambi\u00e9n ha descubierto c\u00f3mo ampliar digitalmente la experiencia del espect\u00e1culo;\u00a0un video de preguntas y respuestas entre bastidores protagonizado por Lau tambi\u00e9n obtuvo buenos resultados, lo que atrajo a los usuarios de Weibo.\u00a0Sin embargo, la transmisi\u00f3n en vivo en s\u00ed no se calific\u00f3 tan bien en los medios sociales chinos<\/strong>.<\/p>\n

Las opiniones fueron duras<\/strong>.\u00a0Las conversaciones se consideraron malas e inc\u00f3modas.\u00a0Aburrido<\/strong>. El tel\u00f3n de fondo se calific\u00f3 de antinatural<\/strong>. Un comentario tan mordaz indica que el lujo internacional a\u00fan no capta los matices necesarios del medio en China<\/strong>.<\/p>

\"\"<\/a><\/div>\n

La campa\u00f1a del A\u00f1o Nuevo chino de Dior<\/strong>, a menudo notoriamente dif\u00edcil de lograr, fue un \u00e9xito<\/strong>.\u00a0El respaldo de celebridades, los dise\u00f1os de productos y el uso de s\u00edmbolos culturales por parte de la marca funcionaron.\u00a0A partir de ah\u00ed, esta transmisi\u00f3n en vivo deber\u00eda haber sido una victoria f\u00e1cil.\u00a0En cambio, perdi\u00f3 una lucrativa oportunidad de conectarse con millones de espectadores ansiosos.<\/strong>\u00a0Los habitantes del continente se han acostumbrado cada vez m\u00e1s a ver\u00a0transmisiones en vivo\u00a0profesionales, bien ejecutadas y entretenidas<\/strong>.\u00a0Si las marcas de lujo exclusivas (con presupuestos generosos) no pueden cumplir (y mucho menos superar) las expectativas<\/strong>, tal vez deber\u00edan reconsiderar su estrategia en China<\/strong>.<\/p>\n

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

Lo que sucedi\u00f3:\u00a0el programa Couture de primavera de 2021 de Dior se transmiti\u00f3 en vivo a m\u00e1s de 11 millones de espectadores en Weibo.\u00a0Inspir\u00e1ndose en el Tarot, la colecci\u00f3n 2021 de la directora creativa Maria Grazia Chiuri fue capturada en una pel\u00edcula de 15 minutos dirigida por el cineasta italiano Matteo Garrone.\u00a0La transmisi\u00f3n en vivo…<\/p>\n","protected":false},"author":13,"featured_media":12943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"La fallida transmisi\u00f3n en vivo de Dior en China es un problema del lujo occidental.\r\nLas opiniones fueron duras.\u00a0Las conversaciones se consideraron malas e inc\u00f3modas.\u00a0Aburrido. El tel\u00f3n de fondo se calific\u00f3 de antinatural. Un comentario tan mordaz indica que el lujo internacional a\u00fan no capta los matices necesarios del medio en China.\r\n#luxonomy #Dior #China","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"edge","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[774,792],"tags":[332,699],"thb-sponsors":[],"class_list":["post-12942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asia","category-china","tag-china","tag-dior"],"yoast_head":"\nLa fallida transmisi\u00f3n en vivo de Dior en China es un problema del lujo occidental | LUXONOMY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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