Where will the limited edition clothing go?

Versace ("Versace") "married" H & M, "marriage" section T-shirt "cabbage price" 299 yuan, leather clothing can not start 3,000 yuan to start, this news Cola broke the money to buy big-name fashion men and women, Yesterday morning, Versace for H&M products were sold in 12 H&M stores across the country, and two stores in Huaihai Zhong Road and Nanjing West Road in Shanghai participated in the event.

From the evening before, some people began to queue up with umbrellas. As early as yesterday morning, the “watchers” in front of the two stores all “blasted”. However, many uncles and aunts had escaped some “strangers”. Who is in line? Where will these limited edition costumes be dispersed?

If the price of a leather garment is a thousand dollars, if you really want to give Versace for H&M a limited amount of money, you can earn at least two parts.

The first "extra pay" name "equivalent fee". At 9 o'clock the night before, when the reporter came to the Huaihai Zhong Road shop, although there was a light rain, many people outside the gate were ready to line up. However, the tidal wave was only a minority, but it was the appearance of the aunt and the uncle. The dry food and water in the foot and the style number written on the notebook will tell you that it is likely to be a line-up of the "yellow cow" or "employed". There are "yellow cattle" even started the business at the scene: "Allocating expenses" 1,000 yuan, to help you grab a bit, to ensure that you buy the goods. Since H&M stipulates that each customer can only buy one item for each style, the reporter found that most of the “yellow cows” queuing at the scene are employed by Taobao shopkeepers, and they can earn around 100 yuan a day.

The second "external" is called "rebate fee." Yesterday at 12 noon, the reporter went to H&M Nanjing West Road shop. The guardrail at the entrance had been withdrawn. The row of teams was still 30 meters long. The majority of the customers were white-collar workers from the surrounding commercial circles, but the reporter found out that women like them. Some hot models such as silk rivet dresses and men's black rivet leather have disappeared. At 4:30 in the afternoon, when the reporter went to the scene, there were only a few defective pieces left on the scene. According to Fu Xirong, H&M's public relations manager, the amount of this product is limited, and it is estimated that one day will be sold out.

Can not buy in the store, there are natural channels to buy, Nanjing West Road scene, "cattle" began reselling, the original price of 2,990 yuan the first layer of black sheepskin coat, a change of hands will rise a thousand dollars, priced at 3,990 yuan, and Half-length coats are 500 yuan. On the other hand, Taobao shopkeepers who have already bought goods in the morning have also entered online marketing channels. The reporter searched for “Versace for H&M” on Taobao.com and found that there are more than 10 Taobao shopkeepers in Shanghai who provide purchasing service. Many styles have already been traded, and some accessories have more than 20 orders. These purchasing products have been shipped yesterday and prices have increased by between RMB150 and RMB300 in the base price of stores.

“Hungry Marketing” who benefits from 20 people per round, 15 minutes of purchase, one day sold out of stock... Yesterday, H&M “Director” bought this “worse”, which made people feel familiar and people have to think of Apple. Marketing strategy. Apple iPhone4, iPhone4S are in the official website, store "and not" and countless consumers had to turn to the cattle market.

In fact, in the past two years, the strategy of “hunger marketing” has been increasingly used by businesses. In the early years, every time the shop opened up an atmosphere, spending money to ask people to “surveilled” hype is an open secret in the industry. Today, it is better to spend money on speculation than pushing a limited edition to allow the “yellow cattle” to fry, anyway, as long as it is a For better limited editions, people will be scrambled. This is not the case, millet mobile phone has just launched the city, but also online ordering, but also limited out of stock, "Reebs" learned Steve Jobs; and H & M also know the essence of it, as early as November 23 last year, and Lanvin cooperation Lanvin for H&M limited edition global sale, has already had the "starving marketing" posture.

Some experts said that “hunger marketing” may increase popularity, but it is not good to mess with consumers. Everything should be modest, and don't go beyond the bottom line of the consumer. Li Yue, who was shopping at H&M Nanjing West Road, went from Wuhan to Shanghai yesterday and bought almost 10,000 yuan at noon. She said: “The time is too fast, and I heard that the goods will be sold soon. It's not crazy to be crazy."

Reporter Xu Jinghui