Source: "Easy Report" WeChat public account
Author: Jia Shihui
Longchamp may not expect that he would become a "female star" in the 2023 package because Lingna Belle became the "female star" in 2023.
After all, exquisite has always followed the practical+parental route.The last time he was famous for his back was Princess Kate and Guo Jingjing.
What makes a lot of luxury brands puzzled is that it is not the new series and cooperation models that make exquisite popularity, but it has been launched for more than 30 years.It is commonly known as "dumpling bag".Hanging Lingna Belle dolls on dumplings have become the most fashionable match at the moment.
How hot is exquisite now?
On Xiaohongshu, the topic view of exquisite/longchamp related topics exceeds 300 million.Social exchange volume brings to the popular models, such as pink and blue mini dumpling bags, which is almost empty in one second, and is often in a state of stock.
The popularity is maximized to the brand performance. For three years, exquisitely is one of the few luxury brands that have achieved average double -digit growth in the annual average annual growth. Especially in China, the performance of exquisitely in the Chinese market in 2022 was three times that of 2019.China has grown into the largest overseas market second only to French France.
In the context of the losing retreat of the light luxury bag in the Chinese market, why can Longxuan, a light luxury originator who is very popular with Coach and MK, why can you "turn red"?
"Ling Na Belle, Star Dai Lu standard", young people with consumption downgraded began to roll exquisite
On the Xiaohongshu, "Explosion" has become a assembly of the secret code, just like Ka Luo Chi Zhi to the "Dongmen" believers. Once you buy exquisite, you will be on the way to the explosion.return.
First of all, the pendant.Every exquisite handle is the best destination for Lingna Belle, which has been buying in those years.
Not only Ling Na Belle, all members of the Disney Dafi family will appear on exquisite, the difference is that the color is different.
<<<<<, the sky blue with star Delu, moss green with Dafi, paper white with Shiriuri, yellow with Qiqian ... Everyone is a little confusing, all of them are not of each other.respect.
In addition to the pendant, if you want to be a qualified migrant bag, the shoulder strap must be arranged.Because the exquisite mini dumpling bag itself is not equipped with a shoulder strap, the exquisite shoulder strap has become a "big business" on the e -commerce platform.
From the same cowhide material from exquisite, to the design of the same color shoulder strap design, and then the length can be adjusted. All you can think of will be all with you.
The price is also rising as the service has risen. One set is about 80 yuan (RMB, the same below, the same, S $ 14).You know, a mini dumpling bag is only 800 yuan.However, such a price cannot stop the enthusiasm of exquisite fans. The Taobao shop only has a single link of 10,000+ for a month.
Just like a person cannot only love only one person in his life. Once there is exquisite, people cannot guarantee that they only buy one exquisite.
Long handle, short handle, large, trumpet, shoulder, back, back, various colors ... When you summoned the dragon overnight, you suddenly found that the first two exquisitely bought only two past two passed. Two past two passed.Three months.
But it doesn't matter. You comfort yourself, "I said that the end of the bag is exquisite, I just walked 20 years less than others."
From "French Smoral Gifts" to "Beishangguang Working Pack", is the exquisite fire because it can be "installed"?
Exquisite is fascinating, in essence, two words: "pretend".
There is a saying in the bag, "Longya dumpling bag may be one of the few women with Hermès and will continue to memorize." Many people love Longzhang because it is "advanced".This may be related to its life.
Longye was founded in Paris, France in 1948. At first it was a tobacco shop that had nothing to do with bags.Later, the founder Jean Cassegrain gradually expanded the product line from the pipe fighting leather set until 1970 launched the first lady handbag.
From the 1970s, Jean Cassegrain applied nylon materials in leather design. The purpose was to replace the bulky luggage with lightweight luggage bags.This is quite similar to the popularity of LV's classic Monogram printed canvas, but its price is the zero of LV.
Longye really became hot in the 1990s.Jean Cassegrain's son Philippe Cassegrain inherited the company and opened the first handbag store in Paris.In 1993, Philippe Cassegrain was inspired by origami art after traveling to Japan and designed the Le Pliage series, that is, we are now talking about the "dumpling bag".
This handbag is equipped with a button -type leather flip cover and a dual leather handle. The bodies use nylon canvas fabrics, which can be easily folded into book size, which is both practical and recognizable.
Once the product was launched, France was swept. During the millennium, French women from 80 -year -old grandmother to high school students had almost one person, and soon exquisite became the national bag of France.
The exquisite bag is around 2008.At that time, it was catching up with the "tide of travel abroad" and "study abroad". Many people who returned from Europe would bring a few exquisitely to relatives and friends.
"It was only 60 or 70 euros in Europe 15 years ago. If it was at the airport, it only costs 30 or 40 euros. It is not distressed to give it to relatives and friends, as well as noodles.People are back. "Hu Yang recalled in the post -90s studying in France.
Who can travel or study in Europe in the millennium, properly middle -class.Therefore, exquisitely has essentially different from entering the Chinese market. It has different from coach and MK. Longye has jumped over a new middle class and directly entered the Old Money (old money) circle.
In addition to being able to "install" socially, exquisite can really get angry because "can really be installed".
"I used to go to school abroad as a sack, put a book, and throw it on the ground, and I can still use it now." Hu Yang said.
After 85, Luna was deeply impressed by the practicality of this bag.
"The bag itself is super light, with a large weight, the nylon bodies and cowhide shoulder strap thief are strong and waterproof. When you work at work, you can carry your back with your back with your own supplies."
"Not only is it carried, the nylon material is okay to take care of it, throw it into the washing machine, you don't need to deliver it specifically like other bags at all."
In addition to social attributes and practicality, Zhou Ting, Dean of the Institute and luxury experts, believes that exquisite "red" in recent years has nothing to do with the rise of sports and leisure style.
"Although exquisitely is not a sports and leisure brand, its products are easy to take care of it, and it also meets the needs of customer sports and leisure."
This is the versatile of exquisite design.Switching cowhide and nylon, allowing exquisitely to switch between formal and leisure styles.
Longya also has many colors. In life, you can often see the workplace white -collar workers carrying classic khaki or navy blue exquisitely in life. You can also see young people with dopamine -colored exquisite girls with spicy girls.Essence
How long can a thousand "shopping bags" be on fire?
Of course, the reason why the MINI dumpling bag can become a social currency of generations is because it is cheap.
800 yuan can buy luxury goodsThe sense of security, the key is positive.
But from the perspective of social attributes, exquisite prices are not cheap.
First of all, it is cost -effective.
It can be seen in the official flagship store of exquisite Tmall that there are 107 products under the price of 3,000 yuan, accounting for 72%of the overall products.Light luxury.
But in the comment area of its products, there are many "vomiting" about product quality."Walking lines", "not neat", and "many lines" are the most basic. Like too many people like "four corners" because of too many people, they have become exquisite "dumpling bags" on social networks."" ".
So some people think that it is not worth spending thousands of yuan to buy exquisite.
Therefore, the so -called "foundry" and the counterfeit version have become fragrant.On an e -commerce platform, the most popular MINI dumpling bag is priced at 98 yuan, and single link sales reached 21,000 pieces.
In addition to the flood of fake goods, another problem that troubles consumers is that the prices of different channels of exquisite are also different.
There is such a sentence in the consumption view of young people, "If you are not afraid of buying expensive, you are afraid of buying expensive."
The front foot counters were just bought at 1300 yuan, and the online Ole and Haitao e -commerce companies saw that the price was hundreds of hundreds or even half of the counter. Although it may be slightly different in the version and details, it is to consumers.It took "big money".
In addition, Longxuan used to focus on a "normal heart" in the past. He has been in low -key in the lives of rich people, and ordinary people can buy enough.
This wave of "redness" mainly borrows the Dongfeng of the Disney Dafe family. The social currency lies in the popularity of Lingna Belle, not exquisite itself.Whether it is brand marketing or accidental acts, such heat is sustainable.To continue the fire, it is difficult to "get the topic" and constantly create such social currencies, which is difficult for the brand.
In this regard, Zhou Ting said that Longzhang should start with the brand strategy and product strategy. The brand needs to further develop further, and at the same time, it is diversified as a correlation product, that is, the diversification of benchmarking products.Contemporary consumers are changing. Only when the brand is constantly iterating and new, it can become a new choice after a round of burnout consumption.
However, for this round of consumers who hold red exquisite, buy 800 yuan of mini dumpling bags are mainly because the price is relatively cheap. As for the brand higher -end, will they buy it in the future?Unknown number.
