Snapping Up Cross Border Joint Funds Cited Hot Chinese Young Generation To Become A New Consumption Engine

Japan's fast fashion brand UNIQLO and the contemporary American artist KAWS jointly launched the fashion clothing "KAWS:SUMMER" series. Recently, due to the announcement of video and star exposure, and the official announcement of "the last cooperation between the two sides" on the social accounts of KAWS, the product sold at the highest price of only 99 yuan (RMB, the same below) sold for 100 thousand seconds in 3 seconds.

Reporters on the 4 day at a UNIQLO store in Minhang District, Shanghai, the adult KAWS of the joint T-shirt in the shop was sold out. Only a few children's clothes were left behind, and the shelves were stolen by other joint IP products.

UNIQLO told reporters on the same day, the number of listed companies is commercial information, it is not easy to disclose. After that, the company will also summarize the market conditions and formulate the next plan according to specific needs.

In addition to KAWS, the joint venture launched by UNIQLO and Lemaire, the original creative director of Hermes, was also touted.

UNIQLO is not the only brand that is keen on joint and limited product marketing. From the fast fashion brand H&M and the Japanese fashion designer Wakubo Rei's joint products, to IKEA's sky carpet, then to the white rabbit milk candy's milk tea, perfume, RIO Rui Ao hero ink cocktail, these joint names have become "net red" once launched, and brand joint products have also become a new strategy of brand promotion.

Li, who is studying in Shanghai Songjiang University Town, is the "iron powder" of KAWS brand. There are many kinds of brands around the brand, such as charging treasure, doll, T-shirt and so on. He said that a T-shirt co operated by KAWS and DIOR costs thousands of yuan, while the joint T-shirt with UNIQLO sells less than 100 yuan. The huge difference between them has caused many "wait and see" fans to rekindle their desire to buy.

Because of feelings and creativity... The joint venture will never lack fans to pay the bill, but the reputation of the harvest is mixed. The impact on brand value is also hard to comment. How to use "joint name" and "limited" marketing strategy is worth pondering.

Why is the joint name fire? Jiang Han analysis, an expert in upstream financial and economic consultancy, takes KAWS series as an example. Its last cooperation creates a huge demand for buying, and the core point is to explode public demand for scarcity.

Lu Xiaowen, a researcher at the Institute of Sociology of the Shanghai Academy of Social Sciences, says that the joint venture has been exposed to a kind of consumption characteristics under the new consumption background. He explained that today's young people are keen to collect their favorite daily necessities, which is a new consumption phenomenon. In other words, young people use this collection and collection form to store memories. "This is both a means of promotion and a very important consumption characteristic of young people".

Some analysts believe that UNIQLO joint fund, Starbucks cat claw cup and so on, it is to use "follow the wind and compare psychological" to "hunger marketing", to create a false supply of demand, so that consumers compete for it. When the draught is over, the value of the product should return to its original use value.

In response to the rush buying group with young people as the main force, economist Song Qinghui reminded him not to blindly follow suit when he was interviewed. Instead of using his valuable energy and time to compete for joint explosions, it was better to win most of his peers at the income level in order to enhance his personal competitiveness.

"When something is in fashion, money can be created." Some experts have suggested that "after 90" and "00 after" have become the main force of consumption. Under the new consumption background, adopting appropriate marketing strategies to link new consumer groups is a "secret key" to find new business opportunities.