The Charm Of GUCCI! Small File Bag, "VOGUE" Sold Out Of Stock.

Accompanying the Journal GUCCI File bag, you have to pay 10 yuan deposit first.

"VOGUE" provokes a new round of gift Wars

A newsstand at the door of the Hangzhou Sports Stadium on the road has just entered 6 of its latest August magazine fashion magazines, VOGUE, which was quickly snapped up, and more than 10 books were booked. So in the early morning of yesterday morning, the landlady went to replenish the goods, "at least one box (20 copies)."

Similarly, a newsstand owner on the Wulin Road in Hangzhou was annoyed and waved when he heard the magazine name. "No more, no replenishment."

Why is this fashion magazine so popular? It turns out that this issue of "VOGUE" is accompanied by a GUCCI LOGO flocking file bag.

For a long time, fashion magazines, which lure some gifts in plastic seals, have always been the most ostentatious scenery in the kiosks. Just this time, the gift has already had. Major suit Style.

Mad rush --

A file bag lets VOGUE sell out of stock.

Yesterday afternoon, the reporter ran to the newsstand at the entrance of the silk market. It turned out that the first batch of "VOGUE" was sold out. To make a reservation, a deposit of 10 yuan (the magazine price was 20 yuan) was required. Later, the reporter came to the newsstand at the door of the physical work brigade. The landlady is happily opening a box of "VOGUE" magazine, which is the agreed time of "picking up" with her subscribers. This is enough for the owners of nearby newsstands to envy and hate, because many of them can't make up for replenishment.

A fashionable girl bought 4 copies in one breath. "It was all carried by colleagues and ran away from 3 newsstands." Of course, the meaning of the drunk was not in the liquor. The advertisement book attached to the document bag was quickly thrown aside by her. She just took the bag and said, "it's just loading my iPad, there are many grades."

Subsequently, the reporter called the VOGUE magazine marketing department. The relevant responsible person said that the present giveaway is a product of the strategic cooperation between the magazine and GUCCI, and will not cooperate with other luxury brands in the future.

Background --

Domestic "follow the gift" has gone through three periods.

Is it really a serious stimulus to sales in a magazine with all kinds of gifts? When the reporter threw this question to the red letter director of fashion group, she did not answer directly. Instead, she asked, "if a magazine that has been grabbing sales volume has stopped selling gifts one day, will those readers who have been spoiled still buy it as usual? The top executives of dozens of publications such as "men's clothing" and "fashion health" have been divided into three periods.

In the early twentieth Century, all kinds of fashion magazines sprang up like mushrooms, fashion health, Xin Wei, vogue and ELLE. In panic, people are expecting gifts to seize the market. As a result, the newsstands on the front-line and second tier cities, in addition to the dazzling fashion magazines, there are numerous magazine gifts: lipsticks, eye cream, handbags, scarves, leisure bags... Even slippers are attached to magazines as a gift.

But the gift wars became increasingly fierce and entered vicious competition. Therefore, a number of magazine associations formed the "alliance" from the law and mutual supervision. In September 2006, under the convening of the State General Administration of press and publication, the magazine launched four fashion magazines, including fashion, Ruili, ELLE, costumes and beauty, and nearly 30 periodicals issued a proposal jointly, promising that they will not provide gifts from the retail sale in November. "As we gradually realize that magazines are sold by gifts, readers are generally less loyal. The more the benefits given by a magazine, the easier it is to be "empathic". Yin Hong said.

Only the "alliance" can not completely curb this trend, changing the "red light" magazine still many. "In the past two years, the" alliance "has been gradually loosening, and we are slowly returning to the" gift giving "road, but the content has changed.

Industry --

The new round of gift war is better than grade.

This time, "VOGUE" opens the precedent of the "big name" of gifts, will it lead to a new round of gift wars? Several other fashion magazines are very calm.

Sasa, executive editor in chief of fashion magazine, is not jealous of the retail fever brought by "big gifts" for "VOGUE". "We are a Japanese magazine, with a much larger circulation than European and American publications, and we can't afford to sell luxury goods as a gift." But she said that further cooperation with big brands is surely the trend of the future development of magazines.

At the first glance, Yin Hong saw through the essence of "VOGUE" presenting the GUCCI file bag. "Actually, it is a new form of advertising. This is not a product of GUCCI, but a group of bags with brand logo, which contain a brand advertisement book, but the effect is definitely much better than that in magazines, and magazines can also stimulate retail sales, of course, it is also in line with its positioning in the big line."

Yin Hong then added: "it's not enough to kill a gift. Especially for the newly published magazine, premium gifts can really help it quickly occupy the market. The key is how to find some gifts that are suitable for publication."

So now even if you want to send, you must also pursue your taste. Taking the new publication "art bazaar" as an example, she invited the famous artists in China to design some limited edition bags, notebooks, envelopes, etc., or asked Dou Wei and other musicians to make music collections. They were also presented to readers, which is much more meaningful than "trial loading".