Joint Series Buying Is Still Fermented, And UNIQLO Denied Planning "Looting Marketing".

UNIQLO's joint venture is still fermenting.

According to the fashion business newsletter, the last cooperating series of UNIQLO and contemporary American artist KAWS was launched on Monday. The product was robbed 3 seconds on the day and boarded micro-blog's hot search, with a topic of nearly 60 million. According to sources, UNIQLO's limited series T-shirts actually produced 1 million units, which means that only this T-shirt product created nearly 100 million yuan sales for UNIQLO.

More and more netizens can not help questioning that "looting" is the deliberate marketing of UNIQLO. In response, UNIQLO responded that it did not deliberately create marketing atmosphere. Only some stores were snapping up, and the next step was planned according to demand, and consumers were called for rational consumption.

In fact, like many joint series, there are many scalpers in the first batch of buying limited series, hoping to make profits through the secondary market. Consumers who have witnessed the purchase of war by UNIQLO said to people magazine that the scene was too crazy, which led to many passing uncle aunt joining. Maybe they heard that clothes resale could make money. Some people put their clothes on the floor at the entrance of the shop, starting at the price of 99 yuan, and selling them at 200 yuan.

However, after the snapping up of stores on the day of sale, UNIQLO x Kaws series did not rise as expected. In the tide brand two level trading App "goods UFO", UNIQLO although become the first search list, but the highest price of a KAWS UT T-shirt price is only 149 yuan, "poison" APP on the same T-shirt is 159 yuan, the original price of this T-shirt is 99 yuan. Some analysts believe that UNIQLO belongs to fast fading brand, and the output of limited style is still very large.

Chao brand two class trading APP goods UFO showed that the series of limited T-shirts were only fired at about 150 yuan, and did not reach ten times that of some people.

After widespread concern, public opinion also began to become rational. Some consumers have expressed their boycott of more and more hunger marketing nowadays. They believe that this has encouraged consumers' demand for commodity symbols and impetuous social atmosphere. It has also been pointed out that the joint series panic buying war has become a characteristic phenomenon in the Chinese market. In the past, the cooperation series of designers such as UNIQLO and Alexander Wang, Christophe Lemaire and so on also had many domestic crazily snapping up and the phenomenon of foreign normal sales.

It is not hard to foresee that after the purchase of the UNIQLO snap up and the ensuing discussion of the whole nation, some consumers' enthusiasm for the limited series will be consumed, and the scarcity of the limited series will also be diluted due to the overexposure of the topic. As compared to other DIOR Kaws men's clothing and other joint objects, UNIQLO x Kaws series is the lowest price in the Kaws series, some netizens will wear the series of people tagging the love to join in the fun, love the cheap label, some netizens ridicule that after seeing someone wearing Kaws can feel that he drilled through the shutter door to grab T-shirt.

Despite the fact that UNIQLO has gained a lot of attention in this case, it needs to be vigilant against such social labels. In the past few years, UNIQLO has been able to get rid of the cheap label of "fast fashion", and become a middle-class lifestyle brand through high technology and product quality, so as to enhance the brand image. In the past, a series of cooperation between UNIQLO and former Hermes creative director Christophe Lemaire has been greatly successful, and with the latter's influence in the luxury fashion industry, it has been recognized by the fashion industry. The series of cooperation with Ines de la Fressange has further strengthened the relationship between UNIQLO and high quality life through its French lifestyle.

There is no doubt that cooperation with Kaws is a form of dialogue between UNIQLO and young consumers through the trend culture. But the public topic is double-edged sword, which can not only hold the brand high, but also damage the brand image. In the snap up incident, UNIQLO should have made certain anticipation for the rush to buy and made a plan to deal with the current restriction. However, because of the ugly consumer buying situation, it revealed the loopholes in the order management capability of the shop, which could lead to the occurrence of public safety problems. All kinds of runaway finally let UNIQLO be kidnapped by public opinion, and were questioned intending to plan to rush to buy events, which will undoubtedly have a negative impact on brand image.