What exactly is she giving away?, When LV delivers canvas bags, there is a time limit | Bookstore | Canvas bags
Recently, LV has collaborated with three coffee shops in Shanghai to launch a "limited time bookstore" activity, causing all three coffee shops to queue up in large numbers. The main focus is on "buying two books and giving away canvas bags" to attract countless fans. Participants include but are not limited to LV brand enthusiasts, coffee enthusiasts, scalpers trying to profit from it, and so on. But this kind of frenzy is coming to an early end. It is reported that the event, originally planned to last until July 9th, has now been officially announced to end at 20:00 on July 1st.
Upon hearing this news, those who had not yet made a purchase due to the queue were inevitably disappointed. A few days ago, the author also visited 300 Fengxian Road and saw that there was a queue of 40 to 50 people to buy books at the store. He wanted to wait until the popularity decreased before going. Now three bookstores have announced the early end of the event, and it is estimated that the team today will not be shorter. Fortunately, there is still a long way to go. I just learned from a senior practitioner in the tea industry that many tea and coffee brands are eager to try and communicate with luxury brands about the possibility of cooperation.
In fact, similar collaborations are not uncommon. Last month, HEYTEA collaborated with Italian luxury brand Fendi to launch a co branded drink, which comes with yellow paper cups, coasters, badges, and a handbag with Fendi's English logo printed on it. However, in just one month, one can feel the change in the posture of luxury brands - if Heytea and Fendi are still holding hands, Heytea is still hot, and Fendi's official website did not mention Heytea at that time; The cooperation between LV and three coffee shops is clearly more sincere. The three shops are divided into three colors: red, green, and yellow, each with its own story and characteristics.
Of course, no matter how lively the collaboration is, behind it lies the business acumen. The three stores that LV Limited Time Bookstore collaborates with are all internet famous coffee shops in the center of Shanghai, and they are also very popular places for young people to check in and take photos. So, when LV encounters coffee, LV is entering more people's lives in a lighter way - using coffee shops as a base and books as a medium, "buying two books for as little as 580 yuan and giving canvas bags as a gift" quickly becomes a news point, and with 100 people having 100 "worth it" reasons, the queue outside the three coffee shops is getting longer and longer.
"Isn't a canvas bag with LV brand logo still a canvas bag?"
"I am willing to queue up to buy because I am missing a canvas bag?"
When some people label the recipients of canvas bags as "buying a box for a pearl", little do they know that in the latter's dictionary, "canvas bags are more practical than people who often spend tens of thousands of yuan to buy LV bags." It can be seen that not only human joys and sorrows are not the same, but also the recognition of canvas bags is the same.
Whether it's winning the "first LV in life" or adding "the cheapest luxury bag", it's an individual choice. As an observer, there is another option, but there is no need to scoff. Once upon a time, how many people also lined up in long lines for "Dacron", large color TVs, and small stamps? There is no distinction between them and the customers queuing for LV canvas bags. They are simply writing specific and small notes in their respective eras to pursue a better life. As the Hedgehog band sings, "A generation will eventually grow old, but there will always be someone who is young.".
In fact, this is also a common marketing strategy used by luxury brands, which involves continuously increasing the price of classic products while "down-to-earth compatibility" through limited time activities, in order to gain new attention and traffic, and cultivate potential customers. It is worth mentioning that in the 2023 Q1 performance report released by LV's parent company, as of the end of March this year, the group's Q1 sales reached 21.035 billion euros, a year-on-year increase of 17%. The Chinese market data is particularly impressive, with LV Group executives stating that the fashion and leather goods department has achieved double-digit growth in China, which is the main driving force behind the department's sales growth. This wave of down-to-earth cooperation has attracted significant attention and traffic from LV, and it is believed that it has also contributed to a considerable amount of revenue.
Times are changing, and "rarity is precious" remains unchanged. With the early closure of the limited time bookstore, a friend said last night that the scalper price of the canvas bag had already reached 1450 yuan. However, this morning when I entered LV canvas bags on Taobao, "a few dozen yuan, over 100 yuan, you can choose.". In recent years, consumer upgrading and downgrading often occur simultaneously. Going to Pinduoduo to buy agricultural products, buying books in coffee shops to exchange LV canvas bags, are all part of life. These are all telling high-end luxury brands that as long as they find good sources to develop sinking products, they are all good business.
