Big Brands Have Pushed The Limited Edition &Nbsp For The Spring Festival, And China'S Local Brands Have Not Moved.
When we look at the TVB criminal drama, there is often such a bridge: someone is murdered, and the bad people in the case group accidentally discovered that the victim was wearing a limited edition ornament of a brand because of the limited edition.
product
With the numbered, the list of customers provided by the brand, the poor quickly identified the identity of the victim.
Murder in the new year seems unlucky.
However, what we want to talk about here is actually a limited edition.
New year, Valentine's Day...
These are the origins of many brands offering limited edition products.
However, it is surprising that Chinese fashion brands are not keen on this game.
In the last issue of the clothing times A3 edition, in order to celebrate the arrival of the 2012 Chinese dragon year, Salvatore Ferragamo (micro-blog) introduced the limited edition "dragon year" classic handbag, which congratulated the Chinese consumers on the new year. Rolls-Royce's custom department launched the Dragon anniversary version of the phantom in August last year, and the body has two gold edged waist lines.
There are many similar examples. We are lamenting that foreign brands pay so much attention to the Chinese New Year's Spring Festival, but ask why the local fashion brands are not moving.
"Even if a limited edition is sold, it may not be sold, rather than doing it."
Many people answer this question.
Brand influence is not enough. This is local.
brand
One of the reasons for not creating limited edition.
The deeper reason is that although Chinese brands nowadays are also paying attention to the fast fashion of multi style and small batch, they still win in scale in the market and win profits by mass production and sales. Developing a limited edition that is uncertain how much direct revenue can bring is a thankless job for local brands.
In addition, for the R & D and production of limited edition products, the way and cost accounting of domestic and foreign brands are quite different: when foreign brands plan a limited edition product a year or even longer in advance, local brands often give up because of the direct benefits of considerable manpower, material resources, financial resources and products.
Limited edition represents rare quantity, unique design and special commemorative meaning, which is why consumers are willing to pay for this.
From an economic point of view, many limited edition products can not bring a lot of benefits to the brand, but many brands are interested in launching limited edition products. The reason is not difficult to find out that the brand's core value and the identity and influence of culture in the consumer group are the ultimate goal of brands.
In modern times, the brand culture needs of brands, especially fashion brands.
To the full
Using various effective and effective ways of internal and external pmission, consumers can form a high degree of recognition on their own spiritually, thus creating brand belief and ultimately giving consumers strong brand loyalty.
Undoubtedly, the limited edition carries the function of spreading the brand culture.
Compared with the brands with high maturity abroad, brand culture is the weakness of local brands. Compared with local brands, they care more about the amount of broking agents that can be seen directly, the number of new franchisees, and how much the "good" venture investors will inject.
And so on.
The limited edition is destined to be a deliberately missed landscape.
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