编排 | Sunnyue 审核 | Sunnyue
Source: Brand front page
After a year, it's the annual May Day holiday again.
I don't know how many years ago, everyone expressed "extreme dissatisfaction" with the holiday.
A total of five days off, 1 day for each of the 2 weekends, and 2 days for 1 weekend. After all, isn't this just a day off?
Eh, don't panic. You think the holidays are for you to rest?
In fact, there have been surveys and reports many times before, and consecutive holidays are actually another way to promote consumption.
When netizens were looking for the benefits of the May Day holiday for a long time, they finally came to a conclusion: there is no benefit.
●Source: Weibo
Even the holiday has changed its way to contribute to GDP, and if it is not carefully calculated, there is a sense of "being sold and helping to count the money".
However, it is also a "cheat" to try its best, some brands of underwear cost 20,000 yuan, and some brands issue more than 3,000 cards.
Isn't this all a clear robbery?
You say, are your panties made of gold, or are the hairpins made of gold?
What?Diamonds?That's fine!
Fire because of the price
There is a wide difference between luxury goods and consumables
That's right, this time the "batch" is the miumiu "embroidered silk and wool underwear" that exploded a while ago, the price was as high as 42,200 yuan, and it also caused heated discussions on the whole network.
Looking at the diamond-encrusted appearance, I can't help but think of how painful it is to sit down.
Although I have always known that luxury goods do not need to be changed, this is the first time I have seen this kind of luxury beauty with "underwear worn outside".
Wearing underwear outside is indeed putting the cart before the horse, but unlike the underwear that you usually wear, which are consumables, MIU MIU's diamond-encrusted underwear is a luxury.
●Source: MIUMIU official website
It is naturally wrong to define luxury goods according to the marketing strategy of FMCG.
It's like trying to paint a world-famous painting with the colorful colors and ease of use of a children's toy, although it looks "similar" on the surface, but in reality it is very different.
FMCG products, such as beverages and snacks, are usually characterized by their convenience, practicality and affordability, attracting consumers for daily consumption.
Generally speaking, the ones you wear are indeed consumables, and I believe that no one wears this kind of underwear when you don't go to the runway.
● Source: Screenshot
Luxury goods, such as haute couture, jewelry, and watches, are known for their unique designs, exquisite craftsmanship, and high prices.
Luxury goods live on explosive styles, luxury goods can push 100 products, as long as there are a few popular models, these 100 can only produce enough quantity for each display, and then expand production capacity according to market feedback.
Unlike FMCG, each requires a higher inventory.
●Source: MIUMIU official website
Consumers' perception of a brand is based on two core labels.
The first is the product label, which is directly linked to the product category that the brand sells.
The second is the price tag, which determines the market positioning of the brand in the minds of consumers.
Of the two, the price tag is particularly crucial, as it is often the main basis for consumers to judge the brand level.
Even Balenciaga has launched panties that are "self-deprecating" dick silk underwear, but the price may not be beyond the reach of the real "dick silk".
Luxury tells us with facts that in the future, it can no longer be said that "poor only have underwear".
High-priced strategy
MIUMIU'S SUBTOTAL
In fact, the moment you are attracted by these "diamond-encrusted panties", high-priced hairpins, high-priced glasses ropes, and other ultra-high-priced products, Miumiu's has already "won".
Miu Miu has successfully captured everyone's attention through the ultra-high price strategy of individual categories and products, and the brand image has also been improved by several notches in an instant.
This is actually a "traffic harvester" in the high-end fashion circle, and it is not possible to do a brand "conspicuous bag"!
● Source: Taobao
Wearing Chanel may be understated luxury, but wearing Miu Miu is definitely arrogant.
In this day and age, Miu Miu is firmly on the trend list under the name of "high-end luxury".
In 2024, the global luxury market seems to be experiencing a cold snap, and all major luxury brands are facing the dilemma of declining performance.
However, in this context of the luxury market, the relatively small brand Miu Miu has bucked the trend and shown strong growth momentum.
Miu Miu's performance has not only earned it market share, but also driven the growth of its parent company, the Prada Group.
On April 25, Prada Group disclosed its financial results for the first quarter of 2024.
According to the financial report, in the three months ended March 31, the Prada Group's operating income increased by 16.5% year-on-year (at constant exchange rates, the same below) to 1.187 billion euros, exceeding market expectations.
Prada, the main brand, saw sales increase by 7% year-on-year to 826 million euros, while Miu Miu sales increased by 89% to 233 million euros.
●Source: Screenshot of Prada Group's financial report
Consumables marketing strategies also tend to target the mass market, focusing on the popularity and rapid circulation of products.
The marketing strategy of luxury goods is more focused on shaping the brand image, emphasizing the uniqueness, scarcity and high quality of the product, so as to attract a specific group of consumers who are looking for unique tastes and high quality of life.
Once Miu Miu's benchmark products are stamped and certified by consumers as "arrogant" representatives, the brand's status will soar, and sales will soar all the way.
Because a benchmark product is not only a product, but also a symbol of identity and taste.
Prices are rising, and the middle class is discouraged
Sometimes, most people think that you get what you pay for, and expensive things are naturally good.
But as I just said, you can't confuse luxury.
I think "you get what you pay for" has to add a sentence "ten dollars and two cents" after "ten dollars and two dollars"!
But don't worry, when the whole work of the brand is getting bigger and bigger, the so-called "cutting leeks" sickle will become more and more difficult to swing the knife on the head.
Some time ago, MSCHF, an art collective in Brooklyn, New York, USA, created a miniature handbag that is "smaller than a grain of salt".
It was sold for $63,750 (about 462,000 yuan) in an online auction.
● Source: Internet
It looks big, and it's no different from a normal bag, right?
You look at the diagram below.
Purchasers of this miniature tote will even receive a microscope and monitor to view the handbag.
● Source: Internet
Didn't I say that you have to use a microscope to buy a bag, and the price of the microscope is also included in the total price?
Even if it is included, there must still be people who say, isn't this pure bullying of honest people?
"I just want to buy a bag, but I don't want a microscope" is another way of saying it. However, the person who can take this bag with 460,000 yuan will really not care about this "three melons and two dates" with you.
That's why I said it's okay to worry, if you can afford high-end luxury goods, buying a luxury is the same as buying a grilled sausage, and you won't think about it at all.
And ordinary people have to shop around to buy a practical consumable, and all kinds of "poor ghost packages", "money-saving strategies", and "guides" are all over the major platforms.
●Source: Little Red Book
In fact, we just need to correct our mentality and face up to our position.
Nowadays, major brands have begun to enter the sinking market, and the new middle-class three-piece set has become a conspicuous consumer symbol for urban beauties.
With a monthly salary of three or five thousand, I went to buy a luxury item to join in the excitement and squeeze into a "circle" that did not belong to me, to satisfy my vanity, which was a bit of a "flash in the pan".
The bigger the whole work, the farther away from the consumption trap, especially luxury goods.
epilogue
Although there is a saying that has been circulating on the Internet recently, it has increased anxiety: "A monthly salary of tens of thousands can you afford to eat xx?"
In the absence of conditions or really no energy to dress up their lives very decently, it has become the norm for more people to use some brands to "embellish".
But more often, I still hope that everyone can consume rationally without "hurting their vitality".