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Missing The Limited Edition?

2012/2/3 10:00:00 23

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 the limited edition product was numbered, and the customer list was provided by the brand, and the poor quickly identified the identity of the victim.

In the new year, murder is not very common.

Auspicious

。

However, what we want to talk about here is actually a limited edition.

New year, Valentine's day, Christmas, and a well-known person in cooperation, sponsorship of a heavyweight event, new store opening, brand anniversary...

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.

It has been reported that in order to celebrate the arrival of the 2012 Chinese dragon year, Salvatore Ferragamo has launched a limited edition "dragon year" classic handbag to celebrate the Spring Festival to Chinese consumers. The custom department of Rolls-Royce launched the Dragon anniversary version of the phantom in August last year, with two gold trimmed waistlines on its body.

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.

The lack of brand influence is one of the reasons why local brands do not create limited edition.

The deeper reason is that, although Chinese brands are now paying attention to the multi style, small volume and fast fashion, they are still in essence in the market.

scale

To win, to win profits by mass production and sales, to develop a limited edition which 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, brands, especially fashion brands, need to make full use of all kinds of effective and effective ways of internal and external communication so that 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 brand with high maturity abroad, brand culture is local.

brand

In contrast, local brands 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.