Hello everyone, I'm Su Qin, long time no see~
This winter is really cold, I don't know if there are any family members who feel the same way as me.
For people who are afraid of cold, warm baby stickers, hot water bottles, electric blankets and other items are indispensable heating artifacts in the cold winter, but Su Qin brushed a somewhat strange hot search two days ago - #Burberry store responds that hot water bottles can't hold boiling water#.
Source: Weibo screenshot
Let's just say, is there any need for a hot water bottle that can't hold boiling water?
Let's first sort out the incident:
A few days ago, a netizen posted a complaint that "the luxury brand Burberry (Burberry) has a hot water bottle priced at 4,400 yuan, but it can't hold hot water above 90 degrees", and the related topic immediately sparked heated discussions after it rushed to Weibo's hot search.
Someone commented sharply, "4395 yuan IQ tax, 5 yuan hot water bottle":
Source: Weibo screenshot
Some people wonder who is buying this kind of luxury:
Source: Weibo screenshot
There are also people who don't understand what it means to spend so much money to buy a hot water bottle that is only worth 5 yuan:
Source: Weibo screenshot
Some people even said that they were ugly by Burberry's hot water bottle:
Source: Weibo screenshot
In this regard, the sales response of a Burberry store said that the product has been selling well, and it should be able to hold water below 90 degrees, but it is not recommended to fill boiling water. The caliber of the brand's customer service is also consistent with the above sales: from the perspective of the safety of hot water bottles, the official recommendation is that it is best to fill water at about 80 degrees instead of boiling water.
According to the product introduction on the official website, Burberry's hot water bottle material is no different from ordinary hot water bottles, which are 100% rubber. This part of the premium is likely to come from the outer pile bagging, which is spun from an Italian worsted wool blend and adorned with a new-season rose motif print, while the hot water bottle is embossed with the Burberry monogram logo and the Equestrian Knight logo (EKD).
Source: Burberry official website
In addition, some netizens stood up to speak for Burberry, saying that hot water bottles are generally 85 degrees or 90 degrees, and they can't hold 100 degrees of boiling water.
Source: Weibo screenshot
Trivia: No matter what hot water bottle is, you can't hold boiling water.
Source: Weibo screenshot
Although some cold knowledge has been popularized by science, there are still many netizens who can't understand why Burberry's hot water bottle sells for 4,400 yuan?
Source: Weibo screenshot
The fashion of luxury goods is difficult for ordinary consumers to understand (bushi)
Source: Weibo screenshot
A blind student discovered Huadian......
Source: Weibo screenshot
Fortunately, poverty makes me look a lot smarter (dog head)
Source: Weibo screenshot
For luxury goods, the cost-effective issue that ordinary consumers consider first does not exist here, because the target consumers of these brands are often the wealthy class above the middle class.
There is a very classic saying - luxury never pits the poor.
Perhaps in our eyes, the impractical, IQ tax is actually a necessity used by a certain class of people to flaunt their status.
At the same time, the consumer market has tended to be weak in recent years, and with the addition of young consumers born in the 90s and 00s with a curious mentality, luxury brands also need to add new products that attract attention or stimulate consumer desire.
Nowadays, the marketing routine is getting deeper and deeper, and consumers are not interested in new marketing methods at all, and the bizarre and shocking enough luxury items subvert the image of the past and often cause a lot of discussion on social networks, so as to attract the attention of young consumers and earn traffic.
In addition, Su Qin also collected some wonderful luxury goods to share with everyone:
Although LV is occasionally mischievous, it is still restrained on the whole, but this prosthetic boot has been a surprise when it was launched - the new series of high-heeled boots are designed to resemble the human calf and are paired with white socks, which look like a prosthetic leg in a high heel, and the brand has also "intimately" prepared a style with the color of colored people's skin as well as a short style.
LV prosthetic boots Source: Weibo netizens
Loewe's straw sandals, priced at 15,000 yuan, are made of hand-embroidered raffia, and it is said that the sales in offline stores are not bad, and there are already broken codes. The grass in the previous show is real grass, which is cultivated in the greenhouse 20 days in advance, and it will drop soil as you walk...... (This picture is so beautiful, please imagine it to your heart's content)
Loewe straw sandals Source: Xiaohongshu netizens
Balenciaga's hair tie priced at 4,000 yuan is also a little incomprehensible and fashionable, and it is simply the same as the key of the bathhouse keeper. The key is removable, what door is this key going to open, is it the door of my brain? I can't understand this "ugly thing", it has been sold out in Shanghai.
Balenciaga澡堂钥匙发圈 图源：小红书网友
Miumiu's 40,000 yuan diamond underwear is really a mysterious design, isn't it awkward to wear? Because of the slight swelling caused by the special fabric process, people always have the illusion that they have not changed the diaper (or the outer wear model). When Miumiu diamond underwear was questioned by netizens as soon as it came out, the brand quickly moved out the endorsement pictures of Yang Mi, Zhao Jinmai, and Dong Jie to put out the fire. emmm, but it's still hard to rate.
Miumiu diamond underwear Source: Xiaohongshu netizens
After reading the above, Su Qin felt that although poverty limited my imagination, it was certain that luxury brands would not earn me a penny. In addition to sensationalism, luxury brands also need to calm down and think about how to truly communicate the brand concept to consumers, so as to promote the long-term development of the brand.
What other bizarre luxury goods have you swiped?
Welcome to leave a message to share~
Author | Su Qin