Li Ning responded to “Sky-Priced Shoes”: I don’t want to have any connection with the fried shoe circle
Earlier news said that the price of Li Ning Wade’s Way 4 All-Star Silver on a certain platform has been as high as 48,889 yuan, and its reference price is 1,499 yuan, an increase of 31 times! For a time, Li Ning’s “high-priced shoes” became the focus of heated discussions, and even more public opinion pointed the finger at the Li Ning brand itself.
On April 15th, Li Ning Company responded to the shoe speculation incident. The relevant person said that from the perspective of the Li Ning brand, the company did not want to have any connection with the speculation shoe ring. “We hope to sell shoes to people who really need it. I don’t want anyone to buy Li Ning shoes for higher profits.”
Li Ning also stated that in order to prevent someone from using software to snap up limited edition shoes, it will set a “threshold”, including the adoption of IP address verification, that is, if an IP address is found to appear multiple times, it will be regarded as a suspected shoe speculator. Then the store will refuse to ship for it. Offline, the company also adopted the method of ID card verification. “Although it cannot completely eliminate shoe speculation, the company hopes to provide consumers with a fair consumption environment as much as possible.”
After Li Ning responded, some media visited many offline stores in Beijing and Chongqing to experience the “ID Card Verification” regulations. It was found that Li Ning’s offline stores do not need to show ID cards for shopping, and only the sale money needs to be purchased with ID cards. The clerk also said that none of the items displayed in the store need to be purchased with an ID card.
Comments: Nowadays, shoe-frying is no longer a personal behavior. The shoe-frying seems to be a collection battle between sneaker fanatics, but behind it is organized and purposeful “joint operations”. If you want to really curb shoe-frying craze In order to return consumption to rationality, it is necessary for relevant departments to jointly conduct supervision.
The Chinese bought nearly a quarter of Swiss watches
According to data from the Federation of the Swiss Watch Industry, Swiss watch exports to China accounted for approximately 24.09% of total global exports in 2020. Last year, the Chinese mainland was the only export market for Swiss watches and China has become the largest consumer market for Swiss watches. In other words, Swiss watches, which firmly occupy the high-end global watch market, were bought by the Chinese by nearly a quarter last year.
On April 14, Geneva’s top watch exhibition “Watches and Miracles”, one of the world’s two major watch exhibitions, once again entered the mainland of China and opened in Shanghai. It is worth noting that the Geneva Watch Fair, which has always been known for its luxury, began to accelerate its cooperation with domestic e-commerce after entering China. For example, it was once again opened to the public through the Tmall “Cloud Watch Fair”; only 88 pieces and Roger Rogers are available for sale worldwide. Dubuis and Lamborghini have joined forces to launch the “Excalibur Aventador S” king watch, the Vacheron Constantin Platinum Collection limited to 15 pieces in the world, the Montblanc 1858 series with a global limit of 1858 pieces, the North and South Hemisphere World Time Watch Desert Brown, and the first Paner in China The Hailu Mino series mechanical watches have been sold on Tmall; Cartier, Piaget, Jaeger-LeCoultre, IWC, Chopin, Baume & Mercier, Lange, etc. have also launched a number of watches on Tmall.
(Chen Kun appeared at the “Watches and Miracles” Montblanc exhibition area at Geneva’s top watch exhibition)
The data also shows that the turnover of Tmall hard luxury watches in 2020 has increased by more than 200% year-on-year. It can be seen that China, which took the lead in recovering economic growth from the epidemic, is already a “life-saving straw” for hard luxury products such as jewelry and watches.
Comments: In the past hundred years, the Swiss watch industry has been following the route of luxury, low-key, respect for tradition and history, but due to the impact of the epidemic, the Swiss watch industry has begun to actively seek changes online, at least from the perspective of sales data, the Chinese market and China E-commerce has become a new opportunity for practitioners in the Swiss watch industry.
Chiara Ferragni, the world’s number one fashion blogger, joins TOD’S board of directors
Italian luxury goods group Tod’s recently announced that Chiara Ferragni, the world’s number one fashion blogger, has become a member of the board of directors. As soon as the news came out, TOD’s stock price rose by 14%.
Chiara Ferragni, 33, has more than 23 million followers on Instagram and is one of the world’s most valuable fashion bloggers. Diego Della Valle, founder and chairman of TOD’S, said in a statement that “Chiara Ferragni’s understanding of the world of young people will definitely be very valuable.” Affected by this news alone, TOD’S Group’s share price soared by 12% in a single day last Friday. The market value reached 1.1 billion euros, becoming the best performing stock in the FTSE Italy All-Share Index that day, and trading volume also rose sharply.
(Chiara Ferragni visits TOD’S family factory)
Chiara Ferragn’s fashion career began in 2009 when she founded theblondesalad.com, a fashion blog. In 2013, the personal brand Chiara Ferragni Collection was established. Chiara Ferragni is not only a fashion blogger, but also an entrepreneur who has really made gold in the era of fashion and social media.
In 2016, Chiara Ferragni expanded its fashion blog into a complete lifestyle website and e-commerce platform. She also expanded the fashion company The Blonde Salad, which she co-founded with her boyfriend and photographer Riccardo Pozzoli at the time, into an artist agency and digital creative production company. In 2018, Chiara Ferragni became the chairman of the personal brand Chiara Ferragni Collection. Chiara Ferragni’s commercial success led Harvard Business School to make a case study for her. Forbes also included her on the list of 30 young people under 30.
(Chiara Ferragni visits TOD’S family factory)
Compared with Chiara Ferragni’s popularity in the social media era, TOD’S, which developed from a family workshop-style small family shoe factory into a luxury group in the 1940s, does need to be boosted by social media vitality. Group revenue has been declining for five consecutive years. Last year it plunged 30.4% to 637 million euros, of which the fourth quarter fell 22.6% to 184 million euros. The news that Chiara Ferragni joined the board of directors alone can raise TOD’S stock price, which shows the market’s expectation for the rejuvenation of TOD’S.
Comments: The joining of Chiara Ferragni is only temporary for the increase in TOD’S stock price. The problem that TOD’S currently needs to solve is actually the problem of product and brand positioning in the era of social media and the collective rejuvenation of fashion brands. After all, TOD’S has lost what it used to be. The high-net-worth customer group did not grasp the hearts of young consumers too much, and lacked popular items, and the situation was a bit embarrassing. Only improving the product design itself is the long-term way to revive the brand.
Gucci releases Gucci × Balenciaga joint collaboration series
To celebrate the 100th anniversary of the brand’s founding, Gucci released the 2021/2022 new series “Aria-Fashion Aria” this week. Alessandro reassembles and rebuilds Gucci’s history and modernity, reborn in a new style. The show opened at The Savoy Club in London, which is also where Guccio Gucci worked before creating the brand.
Alessandro Michele also used this show to invite Balenciaga, a brand under the Kering Group, to participate together. The two sides conducted a special brand interweaving experiment and released the Gucci × Balenciaga joint collaboration series. Prior to this, Gucci started the cross-border collaboration with Balenciaga through cooperation with the outdoor sports brand The North Face, and Gucci cooperated with other brands to develop a complete series for the first time.
Balenciaga’s classic logo combination pattern, hourglass bag and other elements appeared in the big show, especially a sparkling Gucci x Balenciaga suit, which perfectly interprets the characteristics of the two brands and the characteristics of current fashion cross-border cooperation.
This series can also see the equestrian world praised by Alessandro Michele, and added the shoulder-padded silhouette design and signature logo emphasized by Demna Gvasalia after taking over Balenciaga.
Gucci also reinterpreted the classic red velvet suits launched during Tom Ford’s tenure as a designer, and followed the trend of the times, reinterpreting them in the form of men’s and women’s models.
Comments: Gucci’s recent decline in sales does require new ideas to stimulate sales. Balenciaga, which is characterized by youthfulness, subculture, and anti-fashion, is not only popular among young people, but also brings new ideas and selling points to Gucci. Co-branding within the group, resource integration, and complementary advantages, I wonder if it will become a new way to play in the fashion circle in the future.
PRONOVIAS Group and Vera Wang signed a licensing agreement
PRONOVIAS, a world-renowned luxury bridal group from Spain, signed a ten-year licensing agreement with well-known bridal designer Vera Wang. The content includes the cooperation between the two to launch the bridal brand “Vera Wang Bride”, and from October this year At the beginning, PRONOVIAS Group will sell “Vera Wang Bride” wedding dresses and gowns in its global stores. Because the price of Vera Wang Bride is 60% lower than that of Vera Wang haute couture wedding dresses, outsiders believe that this move is aimed at broadening the brand’s global customer base.
(Left: Vera Wang; Right: Amandine Ohayon, CEO of PRONOVIAS Group)
It is reported that the Vera Wang Bride series will launch 60 wedding dresses and 60 dresses, all from Vera and its design team. The series will incorporate innovative ideas and Vera Wang’s iconic design elements, and will be handmade with luxurious fabrics and materials. The Vera Wang Bride brand will also open an official website and social media, adopt personalized marketing strategies and carefully formulated global distribution strategies.
PRONOVIAS is a world-renowned luxury wedding company. Through this cooperation, PRONOVIAS has helped the expansion of the Vera Wang Bride brand in the Chinese and American markets, and has increased the brand’s global reputation. At the same time, it has once again expanded the group’s Brand Portfolio-After the birth of Vera Wang Bride, PRONOVIAS Group has owned six major bridal product portfolios since then.
Comments: Vera Wang said in his speech: “I believe this new cooperation can further convey my wedding dress design and aesthetic concepts, and launch the VERA WANG wedding dress at a more affordable price, ensuring the original quality of craftsmanship and allowing more women to show the beauty of happiness. “If Vera Wang Bride can really reduce the price and guarantee the quality, it may be a boon for brides worldwide.
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