Do You Want To Buy A New Designer From Gucci?

Recently, the famous Internet clothing brand -- Han Du Yi house and the former Gucci designer launched second joint series, with a single price of 39999 yuan.

More surprisingly than the price, this limited edition is not even a costume, but a Bluetooth speaker designed to be a mask.

If there is anything more magical than this, it is the sound box that has been sold.

Just 10 months ago, the focus of everyone's attention was whether signing Gucci designers was only their unilateral hype.

It is said that there are two kinds of people in the world, one is luxury goods, the other is not.

But in the final analysis, there is only one kind of people in the world: they will not resist luxury.

Even though it is often confused with the existence of conventional thinking.

Tiffany sold a $1500 pin, Gucci had a swimsuit of 3500 yuan, LV has launched a global limited amount of coffin and 1 million 300 thousand dollar 24K gold toilet paper.

The most surprising thing about these products is not the price, but the meaning of their existence: if the swimsuit that can not be washed out is still called clothing, then the 24K's gold toilet paper will not be counted even on paper.

Compared to commodities, they are more like a behavior art with price tag.

Just like this Korean Louis house and GUCCI designer launched Bluetooth speakers, many netizens Tucao, only from the naked eye appearance air permeability, its function should not only listen to songs, but also can prevent inhaling haze and...

Oxygen?

Some people also adapted the classic lines in the Japanese cartoon "death". "I can't hold you with the sword, I can't protect you by putting down the sword."

And its official publicity copy is still breathing with music?

Luxury goods in the world are defined as "a kind of consumer goods beyond the scope of people's survival and development needs, unique, scarce, rare and other characteristics", also known as non life necessities.

In modern times, the concept of "non necessities" has been interpreted as "the necessity of life" by the big players. The more worthless it is, the more worthwhile it is to buy it. This is a psychological game between brand and consumer completely divorced from the ordinary business world.

Especially for Han Du Yi house, who is positioning itself in the fast fashion of the Internet, why does this big player who is proficient in traffic operation and familiar with the needs of young consumers participate in such a game that is not good at? Is this a symbol of their abandonment of the brand concept of "cost-effective, multi style, fast updating", which is the ultimate pursuit of practicality and going to the other extreme?

From product to brand: traffic bonus is peaked.

What is the change that Han Du Yi house is seeking?

Smart people always have to see the causes behind controversial topics.

In addition to the design and price of the masks, this joint name is mostly fashionable clothing with the theme of "graffiti Saiberg" as the theme. The price is also very high. The unit price is almost 1000 yuan, and some of the styles have been sold out.

A lot of people are curious about what exactly they are doing.

In 2018, all Internet related companies were not very good. In the first half of the year, the hot words were "traffic dividends already passed". The second half of the year was "layoffs", and throughout the year was "capital cold winter".

In such a big environment, the Korean clothing house looks pretty good: in 2018, the total sales of double 11 ranked the TOP5 of Tmall women's clothing, and during this period, the high profile announced that the total sales volume had exceeded 200 million.

They do not seem to have the urgent need to seek immediate change. However, what more people do not see is that these are not the reasons for not changing, but the results that have been adjusted.

In order to enhance their product strength, they signed the Cui fan Xi, before the Gucci designer, a famous Asian fashion designer who went to New York fashion week for the 17 time. In order to enhance the brand power, he brought the artists such as Gianna Jun and Guli Nazha to his command. In order to adapt to the change of the Internet traffic environment, the brand strategy was adjusted to vermicelli operation, and the accumulation of 60 million fans was completed in the whole network.

From the perspective of the outside world, Han Du Yi house is in such a period: from the pure flow operation of the explosive core to the consumer oriented brand operation.

While embracing consumers, they first proved the ability to embrace richer consumers.

While changing the market's innate cognition of itself, taking the hand also changed the cognition of the outside world to the consumers of Han Du she's house.

From brand upgrading to brand classification, Han Du Yi house first went out of the comfort zone.

The name of the cooperation between Han Du Yi house and the former Gucci designer is called HSPM.

In the long term strategy, this is only a series of names, or will produce a brand new high terminal brand.

But it has proved at least one thing: the South Korean clothing house will gradually shift its focus from the previous explosion and flow operation strategy to a more practical, longer term product and brand operation.

The Korean style clothing house defines its style as Han Feng's fast fashion. For the electricity supplier and the clothing industry, the most familiar phrase in this phrase is "Han Feng".

And their brand executives said in an interview with this magazine that in the future, the public will become more familiar with the word "fast fashion" in this sentence.

According to Tmall's internal data, in the clothing brand of 18 to 25 year old girls, Han dresses always rank first.

However, as we all know, whether it is UNIQLO or ZARA, the real fast fashion must win by quantity.

It is our duty to design more diverse products and serve more people.

The strategic decision of Han Du Yi house is forcing them to leave their comfort zone. They must give up something different than "sweet wind".

This is not a simple brand upgrade, but a more accurate and more sophisticated brand classification when targeting consumers.

Epilogue

The first dare to challenge the phrase "luxury is selling LOGO". It is also a fast fashion brand, H&M.

In 2004, they invited the design director of Chanel and Fendi to enjoy the reputation of "Lord of Buddha" in fashion empire KarlLagerfeld.

The joint series is hard to find in the global stores.

They prove to the world that if Chanel's LOGO is torn off and replaced by H&M, it can be sold to the storehouse.

Now, everything that has been subverted by H&M has been done by Han Du Yi she in China.

According to the analysis of the industry, the significance of HSPM high-end series to the Korean clothing house, at present, it is more than simply carrying the brand image and expanding the price range.

It will be an important signal for the development of brand from younger to vermicelli to the new stage, and its future trend and prospects deserve everyone's attention.