In the past two days, two consecutive hot searches have sent the French luxury brand Chanel to the cusp of the storm: a blogger recorded a video of the Chanel gift box opening box known as "the world's limited 1,000 sets" and the price of 6,000 yuan, and a bunch of samples and brand-related souvenirs were opened. After the video blogger dismantled it, he found that the really usable things in the box were worth no more than 1,000 yuan, in addition to a bottle of perfume, a bottle of nail polish, a hand cream, a mouth infrared, the others are either small samples or worthless peripherals, such as stickers, dust bags, refrigerator stickers, notebooks, bookmarks that "will be folded off when broken", etc.
The high-priced luxury premium of 6,000 yuan is justified?
After the blogger sent this exclamation video, "This out of the box to see that I am almost short of oxygen" rushed to the hot search, the number of reads reached more than 80 million.
According to industry insiders, although the gift box launched by Chanel has the characteristics of a blind box, in fact, the official name is usually translated as "calendar gift box" and "countdown gift box", generally to welcome Christmas, New Year and other festivals launched gift box set, the box will be written on the side of the box. But the problem stems from this, just marked with a limited quantity and Chanel logo, a lot of things that look like gifts, a total of 6,000 yuan can be piled up at a high price of 6,000 yuan?
Netizens believe that the willingness to beat is the mentality of some consumers, but with chicken rib products as gimmicks, chanel does not feel that the price is down? Some netizens said that even classic luxury goods can not be priced casually, only value the market, do not fear consumers, this is a big bully. Don't praise "palace jade liquor", or the phrase "genuine"!
Although many angry netizens rushed to Chanel's official Weibo to beg for explanations, until now, the brand has not responded and continues to promote its Tmall flagship store products, and there are rumors that Chanel will increase prices again.
PRADA opens a wet market, and there is an endless stream of young people punching in
In fact, it is not only Chanel, in recent years, luxury brands have exhausted their "thoughts" in product marketing. Just last month, the well-known luxury brand Prada opened a wet market pop-up store in Shanghai's cross-border and Wuzhong markets, with a large and conspicuous Prada logo, melons, fruits and vegetables wearing the exclusive wrapping paper of "FEELS LIKE PRADA"... The event attracted many Internet celebrities and bloggers to flock to the event, and fashionable young people who came to punch the clock were endless, holding vegetables wrapped in PRADA wrapping paper for photos, or taking photos in various shapes at the entrance of the vegetable market.
On the last day of the Prada Market pop-up event on October 10, a woman took various beautiful photos of the celery she had just bought and threw it directly into the trash, and the sanitation workers on the side were stunned. After this move was reported by the media, everyone expressed their confusion about this kind of behavior of "buying and returning pearls", which was criticized by everyone for coveting vanity and wasting grain.
In fact, the operation of opening a market and setting up a stall is nothing new for fashion brands, and even PRADA itself ran a fruit stall in Valencia, Spain, as early as 2009.
Subsequently, many brands have begun to try this marketing method, such as LV opening a bun shop in Japan, LV opening a coffee shop, and selling bicycles.
In May this year, Hermès, the world's first pop-up gym opened in Chengdu, HermèsFit brushed the screen in the circle of friends, watching the local tycoons in the gym with tens of thousands, hundreds of thousands or even hundreds of thousands of silk scarves and belts to practice yoga and stretch, many netizens have left a message sighing: The life of rich people is so simple and luxurious.
Excessive marketing of luxury goods is a curiosity, but also a farce
In recent years, cross-border marketing has become one of the most popular marketing methods in the marketing circle.
When Prada opened the wet market, it was obviously not to sell vegetables. In the wet market, the Prada logo is everywhere, obviously for people to take pictures. When young people flock to take pictures and hair rings, this is all free traffic, which can be said to be earned. As the brand expected, this wave of marketing has earned enough eyeballs, attracting many people to punch cards, take photos, buy vegetables, and compete to buy the first affordable "Prada" in life.
As a synonym for luxury goods, Hermès will not "condescend" to sink the market and open gyms for the general public, and this activity is only to use sports as a gimmick to create momentum for its own transformation to sports and leisure. According to Hermès's 2021 annual report, due to the impact of the epidemic, Hermès revenue in 2020 fell by 6% year-on-year, of which Hermès square towels and silk departments fell the most, down 23% from 2020. This may be the root cause of its eagerness to seek transformation.
But luxury goods compete for cross-border, the idea is there, but can it really bring much benefit to both sides? In a way, this is a failure model in the field of marketing, conveying the wrong value concept and orientation.
Advocate "rational consumption" and consciously resist blindly following the trend
Industry insiders said that luxury marketing is developing in the direction of gimmicks and curiosity. In the face of excessive marketing and packaging of goods, inducing consumers to impulsively shop, blind consumption and other issues, the call for "rational consumption" is getting higher and higher. The brand side blindly sells goods through marketing, which is not long-term for the development of enterprises and brand building. High-quality product quality is the basis for consumers' recognition of the brand.
Consumers should also establish a correct concept of consumption, measure the coordination and balance between income and demand satisfaction, and consciously refuse to resist following the trend of consumption, blind consumption, comparative consumption, impulse consumption and other behaviors, so that we can reasonably meet the needs through shopping and achieve the happiness and all-round development of ourselves and family members.
(Public Network, Poster News Editor, Yu Chunhong, Comprehensive Workers Daily, CCTV, Xiaoxiang Morning News, etc.)