In the past few days, there are always long queues at the door of three coffee shops in Shanghai, and even scalpers have appeared.
It turned out that the luxury brand Louis Vuitton and three coffee shops in the city center jointly launched the LV limited-time bookstore, and you can get a LV canvas bag when you buy two books in the store. The minimum book sold is 290 yuan a book, which means that LV canvas bags can be given to buy books at least 580 yuan.
The topic once rushed to the top of Shanghai's local hot search.
The queue is restored
It is reported that each of the three stores has three canvas bags of different colors, and if you want to collect the three colors, you have to go to each of the three stores once. The lowest price of books in the store is 290 yuan, but even so, many citizens still queue up early in the morning.
According to the Morning News, on June 25, although it was the right time to go to work, there were still many people in line, and there were security guards and staff at the door to maintain order.
There is a long queue in front of the Manner Cafe on Fengxian Road, photo / Morning News
At the Metalhands Cafe on Yongjia Road, there is a long queue at the door that is rarely seen on weekdays. This LV bookstore on Yongjia Road focuses on red.
Photo / Morning News
The Plusone café on Wukang Road was painted yellow. At 9:50 a.m. on June 26, there were already customers waiting in front of LV Bookstore to "buy books". The boy in first place bought a book for 730 yuan and got his favorite canvas bag.
Photo / Morning News
It is reported that some LV bookstores with lower unit prices have been sold out on that day, and customers can only buy other publications with higher unit prices. There are cash registers showing that the price of the two books is as high as 880 yuan.
A customer bought two books for 880 yuan, picture / Morning News
There are many netizens who have queued up and are busy posting "loot":
There are "daigou", scalpers
According to the Morning News, in the middle of the team, a young man wearing Meituan takeaway clothing said that he bought books for customers. There are also Shanghai "uncles" lining up for their daughters.
Photo / Morning News
On Fengxian Road, a security guard said that scalpers had appeared in the ranks.
On June 26, some people on the Internet began to hang out the packaging prices of LV books and canvas bags, ranging from 680 yuan to 750 yuan, according to the price of 580 yuan for the Chinese edition of the two "City Guides", traders can earn about 100 yuan in profit.
Figure / Platform screenshot
Bookstore practitioners: Not yet reduced to buying canvas bags and delivering books
In this regard, Wu Hao, who has been engaged in bookstore management for a long time, questioned:
The combination of LV "luxury + coffee + bookstore" this time does attract attention, but is this consuming the concept of "bookstore"? It does not let the public see that traditional bookstores are happy, but makes people feel that coffee shops can already replace physical bookstores as long as they add book elements, which is a superficial understanding of "bookstores".
Returning to the attributes of the book itself, as a special commodity, the properties of books with both spiritual and material products have led us to today's discussion. Is the future trend of paper books dominated by commodity attributes, just like today's LV sales books, or is content attributes dominant?
"Anyway, we're moving forward, and we're still talking about 'books,' and that's fine. At least, it hasn't been reduced to turning this marketing into a "buy canvas bag and give two books." He said.
Netizen comments:
Some people think it's quite a bargain: "entry-level" big-name bags, queues are understandable:
There were also questions raised:
Luxury is keen on co-branding
Over the years, cross-border brand co-branding seems to have become the norm.
Not long ago, the well-known brand Fendi and tea brand Heytea co-branded drink came out, Heytea's official mini program crashed many times, and many stores co-branded products showed "sold out". On the second-hand platform, a large number of related joint peripherals are hung out, with prices ranging from 30-100 yuan.
Figure / Social media screenshots
In September last year, LV and Manner jointly promoted custom coffee.
As early as December 2019, Chinese designer Alexander Wang (Alexander Wang) launched joint products with McDonald's, including a black gold basket limited to 300 pieces worldwide and priced at 5,888 yuan and a trendy black gold M handbag priced at 99 yuan.
Figure / @麦当劳
According to Zhongxin Jingwei, Jiang Han, a senior researcher at Pangu Think Tank, said that the co-branding of luxury goods and instant consumer goods has been a trend in the industry in recent years, which has helped to enhance the influence of luxury brands.
Ma Gang, an independent critic of retail, also said that co-branding is an emerging and popular marketing method in the retail industry in recent years. "FENDI and Heytea co-brand, can attract each other, this is actually the content valued by both parties, but also to reach more young people's consumption scenarios, and this itself is also a problem that classic brands need to solve in marketing."
In Ma Gang's view, FENDI and Heytea co-branding, to some extent, is also to further approach China's young consumer groups through this form.
Zhong Xiaoyang, PwC Chinese mainland s ESG Sustainability Strategy and Operations Leader, also mentioned that from the perspective of Chinese mainland luxury market trends, high-net-worth people and post-90s generation are leading the development, they pursue exclusivity, diversification, novelty and personalization, favor Chinese culture and national trends, and have higher expectations for new sales channels and innovative and sustainable consumer experiences.
Source | Morning News, Thoughtful Shanghai App, Shanghai TV Newsroom, Zhongxin Jingwei, Beijing Business Daily
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Editor of this issue Liu Xueying
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