This man knows how to hype

Chapter 683 Open Source

#WeiGu member registration volume exceeded 30 in half an hour#
#Weigu V5 members number reaches 3517#
#Wei Gu's 8,000 blood-replenishing gourd set is sold out#
#薇古【月黛青·娥影妆箱自选套装】sales exceeded 2 sets#
#薇古【Dianjianghong·Tanyun makeup box self-selected set】sales exceeded 3 sets#
#Weigu Shanghai's first direct-operated store has sales of over 2 million#
Results are constantly updated and released from Weigu’s official website and official account.

In addition, there are some messages spontaneously released by self-media or netizens, such as #Comparison between Weigu stores and friendly stores#.

In the video or picture below this entry, you can see a long queue at Weigu’s store, while other high-end brands’ stores nearby are deserted.

In fact, this doesn’t mean anything, after all, Wei Gu’s stores have celebrity managers.

But even so, under the high-density information bombardment and the comparison with overseas brands, the spectators who are paying attention to Weigu still inexplicably developed a feeling of playing a "cultivation game".

Since it is a "development game", everyone will naturally feel a sense of satisfaction when seeing Wei Gu's grades continue to improve.

And everyone's impression of the Weigu brand is constantly improving under the subtle influence of this "positive feedback of pleasure".

These are just the spectators. For those consumers who have already made consumption behaviors, their "positive feedback" will be stronger and their expectations for the brand to improve will be stronger.

Of course, the prerequisite is that after getting the "Wei Gu" products, they really feel that they are worth it.

If the product is too bad, consumers’ backlash will be stronger than that of the onlookers.

The above is the "positive cycle" that we want to form in the process of brand building. Wei Gu is visibly stepping into this positive cycle and is constantly rising.

This made colleagues very anxious.

"Eight thousand sets of blood-replenishing gourd sets, nine thousand six hundred yuan a set! They were sold out in less than half an hour. Are these nerds who play games so rich?!"

"What's nine thousand six? Many games cost tens of thousands of yuan at a time, and they don't even blink an eye. In their eyes, this gourd is still cheap."

"There are still some statistics that Wei Gu hasn't reported yet. I just calculated on its official website that the high-end lipstick of the [Hundred Flowers Series] has sold nearly 10!
This doesn’t even include the offline store sales. They now have celebrity shopping guides in their stores, so they probably sold tens of thousands of items in total.”

"The most important thing is that the sales of that low-priced lipstick on the official website only added up to less than 8 units. How the hell can we justify this?"

"Crazy, really crazy!"

In fact, this sales result is normal.

Because the 188 yuan lipstick is targeted at ordinary working people, or even students.

For this group, 188 yuan is cheap compared to other big brands, not to say that 188 yuan is a small amount.

Therefore, most people still have to wait and see the online reviews before deciding whether to buy it.

The main group of people that the 899 lipstick targets is another group.

For these people, there is actually not much difference whether you sell it for 899 or 1099.

Therefore, they are more straightforward in their purchases, and may even buy a whole set of all colors instead of just one or a few.

This situation does not only occur on lipstick.

The same phenomenon also appears on other products of Weigu.

The regular version of makeup brushes, priced at 98 yuan per set, was sold out in three hours, and less than 800 sets were sold online in total.

The high-end version of makeup brushes costs 798 yuan per set, and the total online sales volume is 4191 sets.

The top-of-the-line limited edition makeup brushes, priced at 12999 per set, with a total of 5000 sets sold, have already been sold out.

There are also other items such as bags, clothes, jewelry, etc. that have no low-priced section, and their sales are visibly increasing.

The blood pressure of colleagues who saw this also rose.

Because peers have discovered that except for those low-priced daily consumables, the prices of other high-priced products of Weigu are generally higher than those of its peers.

It’s okay if it’s high.

There are so many people paying the bill.

This shows that the market highly recognizes the value of Weigu’s high-priced products.

You know, luxury brands also have different grades. For example, Hermès bags are generally more high-end than Dior bags.

Weigu’s current pricing strategy is to directly target the positioning of “luxury among luxury goods”.

It was in this environment that an announcement released by Wei Gu at 11 o'clock that night completely broke down a group of people's defenses.

The content of the announcement was very simple, just to announce one thing: [All limited edition products have been sold out]. And solemnly declared [the same products will not be replenished in the future, and there will be no product "return event"]

Break defense.

The haters and nephews were also broken.

[It's just for self-entertainment, it's just for selling to Chinese people, foreigners don't recognize it]

[Are luxury goods considered luxury goods if they are only recognized by one country? 】

[It's been so many years, let's change our rhetoric. Whether foreigners recognize it or not is none of our business. 】

[China has 14 billion people, while Europe and the United States combined only have 10.8 billion people. What is considered luxury by 14 billion people is not considered luxury, but what is considered luxury by 10.8 billion people has become the standard? Can you get up from the ground? ]

[You have miscalculated. Most high-end luxury brands originated in Europe. Even the United States is considered old-fashioned in the eyes of the old European lords. Therefore, you can only count the number of people in Europe (dog head)]

[European luxury goods are recognized by the whole world. According to this calculation, there should be 80 billion people in the world compared to 14 billion people. As for Weigu, only the little pinks will buy them. I win again, what a win! ]

[No, no, no, who can beat you? In recent years, when something is not available in China, you ridicule and say it is not available; when something is available, you say no one will buy it; when something is purchased, you say foreigners do not recognize it;

If foreigners also accept it, you will say it has nothing to do with your 3000 yuan monthly salary. Anyway, you win no matter what, you are the real winner, a three-dimensional win without blind spots. Foreigners don't understand foreign countries as well as you do.

If you keep talking tough, I want to see when those foreign brands that eat the Chinese and disgust the Chinese will be finished. Also, I don’t know, when you win like this, do your foreign fathers feel uncomfortable? 】

Is it uncomfortable?

But it’s so uncomfortable!
Looking at Wei Gu's soaring sales data, colleagues once again held an emergency meeting.

As mentioned before, they also called an emergency meeting last time, but many people didn't take it seriously.

This time it was different. Everyone was obviously more solemn and nervous.

It was at the Chinese headquarters of Kering Group where Ovi worked, and a group of people sat around in the office to start the meeting.

One of the foreigners knocked on the table and said excitedly: "Everyone, in recent years, any industry that has been entered by Chinese companies and has gained a foothold has made its peers feel uncomfortable.

This time, if it was just Weigu, it would be fine, the market is big enough to accommodate a new luxury brand. The problem is that Weigu is followed by a Chinese National Style Culture Festival.

As far as I know, there are a lot of new brands here, and if a few of them become popular in the future, it will be a big problem for us.”

After saying this, Ao Wei, who was called to the meeting, couldn't help but add: "China has been a producer of luxury products since ancient times. The porcelain, tea, and silk back then, which one was not top luxury?

In terms of technology, China has indeed lagged behind in modern times, and this must be acknowledged. But in terms of handicrafts, artistry, and aesthetics, China has never lagged behind..."

"Enough, enough, I don't want to hear this!" Ovi's comments on China made several foreigners present very impatient.

After the interruption, one of the foreigners continued, “We must stop Wei Gu from continuing to succeed, and if we want to stop Wei Gu, it is useless to just rely on the Internet’s trolls to stir up public opinion.

Not only will it be useless, but Wei Gu will continue to attract public attention due to the controversy. Therefore, we need to cool down Wei Gu.

We need to quickly launch promotional activities, exhibition activities, and various other activities to grab the popularity of Weigu. LVMH and we have the same idea on this point. "At this point, the man paused and took a sip of water, and then quickly said: "In the next week, all our brands will hold activities in China.

At the same time, we need to place advertisements on a large scale, mobilize all our spokespersons and cooperation channels, and we need to shorten the time that people pay attention to Wei Gu as much as possible, and we cannot let Wei Gu hang on the hot searches any longer. "

It’s time to say it or not.

When the two luxury giants join forces to do something, the effect is quite significant.

Just the day after the meeting, LVMH's brands took the lead in launching a round of activities, with many of its bags, lipsticks and perfumes offering discounts.

Kering Group followed suit and started promotions.

Faced with this situation, Xu Xiyu, who was accompanying Yang Xueqing in the confinement center, couldn't help but laugh: "They actually lowered the price! Hahahaha..."

"How can you still laugh?" Yang Xueqing frowned. "They are very ruthless. Who knows how much pressure Hu Ningwei is under!"

"We can't expect all our colleagues to be good people. They have no real tricks except talking big, right?" Xu Xiyu shrugged.

Yang Xueqing is right. The price cuts by these high-end luxury brands are very harmful to new brands like Weigu.

How to describe it? It's a bit like Mercedes-Benz, BMW and Audi joining together and selling their products at a 20% to 30% discount at the same time.

Many men have the BBA dream, which is normal and there is nothing to comment on. After so many years of marketing, the influence of old brands will not be easily dispersed.

Similarly, many girls also have a dream of owning an LV bag, a Prada bag, etc.

I didn't buy it before because it was too expensive. The official price of LV handbags of that season is generally more than 20,000 yuan, which is simply unaffordable.

Now that it’s on sale, and it’s a limited-time discount, I can’t resist any longer.

The consequence of not being able to control oneself is impulsive consumption.

If he spent all his money on them, he would naturally have no money left for Wei Gu.

Not only that, the promotional activities expanded the user base of LVMH and Kering Group in a short period of time.

Then, next, they can use these groups to attack Wei Gu.

Just imagine a person who has maxed out her credit card and emptied her savings to buy an LV handbag. In her eyes, this LV handbag naturally becomes something that cannot be defiled.

She has to prove that what she bought was worth it and that she was not ripped off.

In this case, she will inevitably defend the LV brand spontaneously and belittle LV's competitor, that is, Wei Gu, who has been guided to be labeled as a competitor.

With this set of counter-attack combinations, it is impossible for Wei Gu not to be under great pressure.

However, as Xu Xiyu said, since the beginning of their brand establishment, they have never expected their peers to do nothing but talk big.

Xu Xiyu said to Yang Xueqing: "What they are doing now is nothing more than grabbing customers and popularity. However, price cuts and promotions are like drinking poison to quench thirst for high-end luxury goods.

Some prices have been lowered, but they can’t be raised any further. Also, don’t assume that after the price reduction, the sales of all their sub-brands will increase.

The brands that can increase sales through price cuts are usually those that have no trouble selling. The brands that cannot sell well will be even less likely to sell after price cuts.

Now, seeing the sales of other brands in the group soaring, what would you do if you were the brand manager? "

"Continue to lower prices?"

"Maybe. There will be some action eventually. These actions will eventually make them scattered, and this won't take too long."

At this point, Xu Xiyu paused, and then continued: "Also, they want to grab Wei Gu's popularity in China and reduce Wei Gu's exposure. This is simply a foolish dream. They can't distinguish between the big and small kings.

Where do they think this is?
Europe?
This is China!"

At the end, Xu Xiyu tapped the table word by word.

Yang Xueqing, sitting on the bed and looking at Xu Xiyu's extremely confident appearance, couldn't help but feel a lot of admiration in her eyes.

She has said before that she likes to see Xu Xiyu pretending to be cool the most.

The more she pretends, the more she loves it, because she thinks it's really handsome.

However, being "handsome" cannot stop the aggressive momentum of peers.

Another day has passed, and the term #major luxury goods price cuts# still firmly occupies the top spot on the hot search list.

Not only that, there are videos of people queuing up at major luxury stores everywhere on TikTok, Weibo, Xiaohongshu, D Station and other places.

At the same time, there is also a video shot at the entrance of Weigu store, which is deserted.

In fact, Weigu’s stores are still very popular.

But some people took advantage of the early morning at 6 o'clock to take pictures when it was just light, saying that "Wei Gu is cold."

And the haters are also happy to spread the rumor #薇古凉了#.

In this atmosphere, some colleagues who had been tense for many days finally smiled.

Why some peers?
Because some of the group's sub-brands, as Xu Xiyu guessed, really can't laugh anymore.

It is certainly hard to accept that a competitor like Weigu is selling like hot cakes; but when a brother brand in the same group also starts to sell like hot cakes, that is truly unforgivable.

So we risked affecting our brand value by joining you in the promotion, but not only did our sales volume not increase, but a bunch of people asked for returns?
“I think you should compensate our brand for its losses!” Still in that conference room, facing the sales reports of the past two days, some sub-brand managers couldn’t stand it anymore.

"Oh, my God, look at what you are saying? What does it have to do with us if you can't sell your stuff?" Naturally, they were met with ridicule in response.

"Yeah, it's such a beautiful day, why are you saying this?"

"Beautiful? F**K, where is beautiful?"

"We've overwhelmed Wei Gu. Isn't that beautiful enough?"

"We are out of breath too."

"That has nothing to do with us."

My goodness! As soon as these words were uttered, the conference room suddenly became noisy.

Just as they were arguing, someone suddenly said, "Stop arguing, there's new news from Wei Gu."

"what?"

"They're launching a satellite!"

"What???"

"The satellite is loaded with their members' personal signatures and photos of senior members. Can this satellite also be used for selfies?"

"???"