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扫码加钉群 十万创业者 与你为伴

19元拥有FENDI,喜茶的副业比卖奶茶

“万万没想到,20岁也能全款拿下全套 FENDI 周边”

新消费们:最会做”谷子“的人

“万万没想到,20岁也能全款拿下全套 FENDI 周边”。

“这是我离奢侈品最近的一次”。

这次“奢侈品自由”是喜茶和FENDI给的。今日喜茶和FENDI联名出新:点两杯送一份限定周边,主题徽章或杯垫二选一。

中式新茶饮和奢侈品品牌大牵手成就了今日最热话题。门店刚一营业就把喜茶FENDI联名送上热搜前十。狂热爱好者们直接让点单小程序瘫了半个小时,打开小红书搜索FENDI联名五分钟翻不到底。

毫无疑问,喜茶又又又一次对年轻人的消费心理手拿把掐。而奢侈品下场也让联名大战悄然升级。特别是即将到来的520、521情人节以及六一儿童节,一众消费品牌纷纷打出联名牌提前拉起“大儿童”的快乐前奏。

联名角斗场

茶饮咖啡新消费品牌疯狂联名已经不足为奇,但奢侈品下场,凤毛麟角。

喜茶靠着一抹明悦的FENDI品牌色就在众多联名中拉高了一个段位。而FENDI则充满了营销“心机”:奢侈品品牌放下高冷的身段,选择更亲近年轻用户的消费品牌,把反差的吸睛力拉满。同时用品牌限定勾住年轻人的猎奇心,靠着“人手一杯”刷足眼球。

“这是我唯一能买得起的FENDI”。小云在群里晒图分享也透露出其消费心理:其一,“人无我有”自带一种炫耀与稀缺的话题性;其二,喝茶饮免费送FENDI无形中带来一种获得感和快感。这让平时受到预算限制而无法购买某品牌的消费者,也能有拥有大牌的参与感。

在线下,喜茶和FENDI”hand in hand茶室“还在北京发起了一项艺术快闪展,围绕品牌包袋和艺术工艺技术,创造数字媒体与现实感官的碰撞。联名周边+空间打造+内容联动,瑞幸的联名越玩越深,形成一套联名组合拳。

毫无疑问,这是喜茶在联名上的一次向上进阶。过去几年,喜茶的联名次数以指数级增长,2017年仅有3项联名,到了2019年就联名了26次,过去三年保持着每月一联名的节奏,堪称联名发动机。不仅把游戏顶流原神、影视爆款《梦华录》等悉数纳入联名目录,更将一个快消品品类带入潮流浪尖。

但最爆的当属藤原浩联名,酷黑潮色让人耳目一新,”黑化的饮茶小人徽章“让二次元圈外人尝到了吃”谷子“(周边)的快乐。再到娃圈为了FARMERBOB联名周边狂热。品牌真正看到了一个杯子、一个手提袋的社交属性。

人们愿意把限定款拿来拍照分享,并把手提袋联名周边当做自我认同的一种延伸。

在北京三里屯,人手一个绿袋子,拿到就是潮人;抱上粉袋子,身上就填了三分少女感。

在上海封控期间,家家门口挂个口袋来接收物资,从此“菜篮子”卷成了“名利场”:古驰、LV、香奈儿、爱马仕,茅台袋子都显得落了下风。品牌联名已然成为一种社交货币,一种身份标签。

在疯狂联名下,联名周边也从“配菜”慢慢转变为“主咖”。

进入五月以来,从五一劳动节、五四青年节、再到520情人节和即将到来的六一儿童节,多个节日营销点造就了时下“联名最强档”。

同在近期,肯德基官方官宣了六一儿童节限定套餐,购买69.9元的儿童节双人餐即可随机获得一款三丽鸥联名款玩具。活动还没正式上线,电商平台就已商家玩具销售,部分链接已经销量破百。

另外官宣推出联名的还有小米 Civi 迪士尼 100 周年限定系列、THE NORTH FACE联名CLOT情侣款,不久前泡泡玛特周生生联名推出MOLLY转运珠、沪上阿姨与QQ联名,多家品牌联名款集体挤在路上。谁最会”玩“,谁就长在消费者的”心尖上“,品牌也开始逐渐”不务正业“。

而在不久前,“联名狂魔”好利来与芭比娃娃的IP联名余温未散。黑粉配色充满了BLACK PINK的气息,粉色大蝴蝶结异形礼盒相当于“买甜品、送背包”。众所周知“包治百病”,没有哪个女生能逃过粉红税。

很显然,好利来已经不满足于IP包装和产品定制,而是从产品造型感出发“搭售”玩具。比如与玩具总动员、奥特曼的联名可以直接把蛋糕配件当玩具,而后推出的哈利波特妖怪书和手提箱更是粉丝宝藏——一个卖蛋糕的把自己活成了卖玩具的。这种极限疯狂的玩法除了流量价值外,更大的价值在于拉高了品类客单价。

在联名的路上,有人狂飙,也有人沉沦。比如此前一向比较低调的COCO今年也开始和三丽鸥公司旗下热门IP库洛米玩联名,逐渐沾染潮流气息。再比如味多美也效法在蛋糕上插美乐蒂的摆件,但几乎鲜有声量。而顶流手游王者荣耀因为“一件售价1680的连衣裙”被粉丝吐槽。去年还高调联名的IDO如今已经市场败北。

如今的品牌联名更像一部“沉浮录”,品牌竭尽全力打一场营销战,这些周边从“附属赠品”变成“消费目的”,也撑起了另一片天。

“纸袋”“徽章”成为一种生意

在喜茶与FENDI官宣之前,敏锐的潮人已经早早嗅到了气息。二手交易平台两天前就已流出相关周边预售,“杯垫+纸袋+徽章+杯套”一套FENDI品牌黄标价上百元。

不少人为联名周边氪金到不能自拔。由此形成了一个小众市场,甚至圈子。

品牌纸袋、杯套、杯垫、杯子、钥匙扣、亚克力立牌、徽章……年轻人的收藏癖好千奇百怪,但其中最活跃的一个分支是纸袋。

小红书上纸袋相关笔记从去年的7万条暴增到如今的28万条。爱好者乐此不疲的分享纸袋收藏、纸袋改造。

在闲鱼平台,大量联名周边和纸袋交易活跃,优衣库与泡泡玛特联名的MOLLY痛包少则50元起步,而大热的顶奢运动品牌始祖鸟也不过8元。在纸袋收藏届,无论多“高贵”的品牌都会重新洗牌。

有爱好者表示,“大约是从2017年开始,新式茶饮风靡起来的时候就喜欢上了纸袋,当时感觉手提袋特别有设计感,不知不觉便爱上了。”为此她经常会关注各家品牌动态,上新最先看出了什么周边,“我一般要两个袋子,专门留一个作收藏。”

全家桶也变成藏品

如果说收藏这些“美丽废物”是年轻人脑回路清奇,不如说“没有创作瓶颈”的品牌更懂得拿捏用户心理,他们更懂美学、更会玩设计,再加上IP光环加持很容易产生“收藏欲”。另外,疯狂联名的产量输出形成系列性,季节性销售断货造成“市场存量有限”,收藏的价值感自然就有了。

在闲鱼平台,喜茶藤原浩联名艺术杯子套装从去年上半年发布至今依然保持着1699元二手标价,买入卖出细算下来可能“比基金还硬”。

有网友晒出自己的战利品:奈雪的茶228款、喜茶92款、乐乐茶89款,以及好利来、泡泡玛特、茶颜悦色等品牌一共1500多个纸袋,满满7箱。光统计这些纸袋就花了四天四晚时间。为了梳理藏品名目,还有网友罗列了一张腾讯文档,俨然一个“家庭博物馆”。而在其分享下面有近百条评论。

这些联名收藏背后牵动着一条“最简单的社交链条”:找到自己的兴趣藏品,然后在社交平台圈子里发个帖,就能吸引到想要交换和交流的朋友。

在豆瓣“纸袋收藏博物馆”小组有5万多成员,“收藏联名”已然成为一种新的社交方式和兴趣圈层。

年轻人喜爱联名周边,氪的不只是金,而是兴趣和乐趣。有人把收集来的纸袋变废为宝改造成纸巾盒、把塑料咖啡杯改造成mini生态杯,甚至把试饮的小杯子也拿回家改造成拇指花盆。变消费为体验经济,在原创手作中找到生活的乐趣和满足感。

一款能出圈的联名自然能带来流量,但更重要的是,产品和联名在内容上深度融合,加大”潮玩“浓度属性,极大程度地帮助品牌本身强化了年轻化的理念,透过联名不断与消费者发生情感连接,打下品牌烙印。也正是由此,新消费品牌们疯狂联名不是靠其续命,而是找到本命。