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優衣庫聯名款遭瘋搶:IP經濟營銷 絕版加劇稀缺效應
作者:徐銀 康玉湛 來源:中國新聞網 時間:2019-6-4 17:25:21 點擊數:(0)0

優衣庫聯名款遭瘋搶背后:IP經濟營銷絕版加劇稀缺效應

中新網上海6月4日電 顧客連夜排隊、奔跑進場、鉆卷簾門、為搶衣大打出手、扒模特身上樣衣……優衣庫與KAWS聯名潮流服裝3日發售,顧客在全國各地上演的搶購視頻在網絡上引發廣泛熱議。針對此次和KAWS合作最后一季的貨源備量,優衣庫方面4日對中新網記者透露,該系列上市數量屬商業信息,不便透露,而之后公司方面也將匯總各市場狀況并根據具體需求制定下一步計劃。

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優衣庫熱門款聯名T恤遭瘋搶。康玉湛攝

中新網記者4日下午在位于上海市閔行區的一家優衣庫門店看到,店內關于KAWS的熱門款聯名T恤的成人款已全部售罄,僅剩一部分童裝系列。之前搶空的貨架則由店員放置了其他聯名IP產品進行補缺。

事實上,優衣庫一直以來就十分熱衷于IP聯名款的產品營銷。LineFriends、神偷奶爸、星球大戰、街霸……優衣庫與知名IP的聯名合作“數不勝數”。盡管之前的漫威、迪士尼等系列也頗受消費者青睞,但此次與KAWS的聯名發售所形成的巨大搶購浪潮著實“震撼”。

上游財經專家顧問江瀚對記者表示,此次優衣庫的瘋搶事件有點類似于星巴克的一個事件性營銷或者說是純粹的一個事件消費現象,但它實際背后可以看到的是一個IP經濟的全面崛起,“優衣庫從2014年開始就已經在做這方面IP經濟的一個大動作了,對于IP經濟的角度來說,這次瘋搶相當于網紅事件,無疑是一次非常成功的事件性營銷。它尋找到一個IP之后,將它迅速場景化并且賦能,從而形成了巨大的粉絲經濟和粉絲效應,我們在這里也能看到優衣庫對于爆款的制造能力以及對于IP經濟的打造能力”。

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優衣庫與知名IP的聯名合作“數不勝數”。康玉湛攝

回歸KAWS這個IP本身,優衣庫與KAWS從2016年就開始合作,目前已聯名發售六次,同樣是T恤、配飾或公仔的常規配置的聯名發售為何在此次“引爆”了瘋搶現象?“KAWS在2018被頂級時裝品牌DIOR翻了‘牌子’,雙方合作推出小的聯名系列。作為潮牌的KAWS和頂級時裝品牌合作的同時,自身也得到了無形中的‘升值’”,在上海松江大學城讀書的李同學是KAWS品牌的“鐵粉”,收集有品牌周邊的包括充電寶、公仔、T恤等多個品類。他拿KAWS和兩大品牌的合作做比較,一件KAWS和DIOR合作的T恤售價為數千元人民幣,而KAWS與優衣庫的聯名T恤售價僅為百元人民幣,兩者形成的巨大倍差讓許多此前對聯名款“觀望”的粉絲又重燃起了購買欲望。

同時,優衣庫在發售前有一則宣布消息,稱此次將會是與KAWS的最后一次聯名合作系列,這在一定程度上也加劇了其稀缺效應。“通過這種稀缺性又創造出了一種巨大的搶購需求,從而引發了整體的事件。所以我們從這個角度來看,這是一次非常成功的IP聯合營銷。它的核心爆點是引爆了整體大家對于稀缺性屬性的需求,讓粉絲由一個傳統的粉絲經濟轉變成為一個全面的IP經濟,所以這是整個優衣庫聯合營銷的核心關鍵點”,上游財經專家顧問江瀚這樣分析道。

針對以年輕人為主力軍的搶購群體,上海社會科學院社會學研究所研究員陸曉文表示,這也代表了一種新時代的年輕消費特征的展現,“我們現在的年輕人非常熱衷于收集自己喜歡的有關的生活用品,這已經是我們現在生活中年輕人非常重要的一種新的消費現象。比如說它是限量的一些印有偶像圖樣或者喜愛的IP有關的產品,或者是有某人簽字的系列產品,都可以成為我們現在年輕人的一種收藏對象。那么這個是一種新的消費現象,它既是一種促銷的手段,也就是說我們現在年輕人對偶像的這種崇拜以及對自己愛好的物品,用這種收集和收藏的形式來存儲自己年輕的記憶,也展示出我們年輕人一個非常重要的一個消費的特征”。

上游財經專家顧問江瀚指出,親民的價格加上熱門IP聯名及絕版的“加持”,通常會使一些消費者收獲一種心理上的滿足感,而這種心態則會促使這一群體去線上或線下的實體消費,“目前IP經濟在中國已日益流行,IP如何打造,如何制造爆款,優衣庫在一定程度上也給了中國企業很多啟發意義”。

【責任編輯:路麗莎

關鍵字:IP經濟 營銷 稀缺效應

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