On the 3rd, the Japanese express brand Uniqlo and KAWS jointly released a T-shirt into a popular style, a number of stores appeared "roll gate, model sample clothes" and other rush shopping events.
Nandu journalist statistics found that Uniqlo Guangzhou at least 26 offline stores on the same day the series of adult models were sold out, some stores even children's clothing was "swept away." In a number of official online channels, Uniqlo's series of products were also sold out quickly after the zero release.
Today, in the second-hand trading platform, many of the same goods are doubled, or even multiple sales. The same model, which sells for only 1/3 of the official price, has also appeared. The official limited amount of free shopping bags were also priced at 15 yuan by scalpers.
As of May 31, 2019, Uniqlo had opened 783 stores in Greater China, nearly as many as Japan. "in the Greater China market, the Nanyang market has become a key driver of business expansion," Uniqlo's parent company said in its earnings report this year.
The series of adult models sold out in 26 stores in Guangzhou on the same day.
On the 3rd, a joint T-shirt by Japanese fast fashion brand Uniqlo and American graffiti artist KAWS went on sale. Many online videos show customers drilling into the door when the shop gate is not fully open, or removing the model's T-shirt directly.
After a day, Uniqlo offline stores significantly reduced the flow of people. The booth that originally placed the KAWS series products has also replaced other products.
Yesterday, Uniqlo Guangzhou Haizhu Xinguang department store clerk told Nandu journalist: "you are late, yesterday (refers to the 3rd) morning open half an hour to rob, children's clothes are gone."
Another shop assistant in Zengcheng Wanda Square in Guangzhou also said: "although each item is limited to two pieces per color, there are too many people to buy. Many people come for that series and start waiting in line before opening the store."
Nandu journalist visits or calls Uniqlo's nearly 30 stores in Guangzhou. Statistics show that at least 26 offline stores put in KAWS joint adult T-shirts on the day of release has been sold out, some stores of the same series of children's clothing has also been "snatched away." There are still a small number of stores in stock, their children's clothing color or size is not complete.
The store placement of this series of popular T-shirts varies from store to store. Rough statistics, the number of clothing in each store in hundreds or thousands is not equal. On the follow-up replenishment, a number of shop assistants said, "there is no notification of adult replenishment. It is recommended that timely attention be paid to official information channels."
Some netizens pointed out that Uniqlo "marketing", "looting is a performance." Uniqlo responded to Nandu journalist on the 5th, saying Uniqlo thanked consumers for their love and support and would summarize market conditions and plan for the next step according to specific needs. We have been committed to providing consumers with high-quality products and comfortable shopping experience, as much as possible to meet the needs of the majority of consumers, did not deliberately create a hot selling atmosphere. Uniqlo also called on consumers to civilized and rational shopping, together to build a good shopping atmosphere.
The high imitation price is only 38 yuan, with a shopping bag fried to "15 yuan 1".
KAWS, an American graffiti artist, has created his own trendy brand and uses KAWS's unique representative elements to enter the trendy clothing market. According to public information, KAWS has cooperated with other brands across the border, including luxury goods such as Dior. Since 2016, KAWS and Uniqlo, a fast fashion brand, have launched a series of T-shirts, home shoes and handbags, which have been sought after by fashion enthusiasts.
In early May, Uniqlo announced on domestic social networks that it would launch a sixth-quarter joint UT, with KAWS to preheat sales of new products. However, just two days before the release of the joint T-shirt, KAWS himself revealed on social media that it would be KAWS's last partnership with Uniqlo.
Limited sale, trendy fashion style, price pro-people. Multiple factors gave birth to the emergence of Uniqlo popular T-shirts. However, before Uniqlo officials released a clear "replenishment" message, many scalpers on second-hand trading platforms had sold fake copies of the same money, or changed hands to double or even multiple sales of the original.
According to the checkout records of an offline store displayed by a seller, he bought 21 T-shirts of the same series at Guangzhou Uniqlo Haizhu Xinguang Department Store on the 3rd, for a total price of 2088 yuan. Today, these T-shirts are priced at 199 yuan each. The seller told Nandu journalist: "199yuan only includes clothes and does not accept a bargain. (robbing the goods) my arms are sour so far."
What is interesting is that the free shopping bags attached to the goods have also been hyped. These shopping bags with KAWS classic patterns, for the store limited gift, until the end of the gift. The seller sent out the transaction message shows that such shopping bags are priced at 15 yuan 1, sold to the outside world.
At the same time, the same model, which sells for only 1/3 of the official price, has also appeared. A seller located in Guangzhou told Nandu journalist, "Printing is consistent with the original and does not fade. It is directly sold by manufacturers." Its released picture information shows that and Uniqlo popular T-shirts are not much different from the line of products priced only 38 yuan.
Second-hand trading platform, shanzhai popular style and popular style price increase coexist.
In the spring and summer season, a variety of cross-border co-operative T-shirts will be launched. According to incomplete statistics, there are more than 30 cross-border cooperation between the Chinese market and the UPSs. In 2019, the YouYi Library has issued a new series of Blizzard Entertainment series, and the new products such as the classic cartoon series, such as the Detective Conan>, the Bigger Kidd>, the Silver Soul, and the like, have been followed by fans.
Mr. Zhang, who works in Guangzhou, is also a UT fan of Uniqlo, starting with several favorite joint models every year. He told Nandu journalist that he was buying more because of IP than the clothes themselves.
Earlier, Uniqlo parent company Japan Express Group released the second quarter of 2019 results. "in Uniqlo's international business unit, the Greater China market, the Nanyang market has entered a new stage of growth and has become a key driver of business expansion," Express said in the results.
Nandu journalist noted that Uniqlo and KAWS launched online on the 3rd, four days ahead of Japan, compared with the United States.