Cover News Reporter Yao Ruipeng.
Although a few days have passed since the Spring Festival Gala, the two most popular topics are related to "overturning". Nigmaiti's "overturned" showed the favor of the people, while Bai Jingting's "overturned" "Chunshan Studies" has always been on the hot list.
There was a long queue at Goodbai's offline store in Shanghai.
On the 14th, there was a long queue outside the store of Bai Jingting's self-created fashion brand "goodbai" in Shanghai. However, the online sales of 1,000 yuan jackets were 0, and netizens left a message "Chunshan Xue" to occupy the relevant evaluation area, and the quality of Bai Jingting's trendy brand was hotly discussed again.
Bai Jingting's trendy brand 1,000-yuan coat sales volume is 0
On the 14th, the "Chunshan Study" caused by Bai Jingting's dress and position in the Spring Festival Gala rushed to the hot search, and Bai Jingting has attracted many public attention recently. Bai Jingting's identity positioning is not limited to artists, and his self-created trendy brand "goodbai" has dominated major platforms before. And the topic of "goodbai denim jacket sampling failed" has made this trendy brand re-scrutinized by the public.
The reason is that a new gradient white pigeon logo short slim denim jacket from "Goodbai" was found to be unqualified in spot checks, and was notified by the Shanghai Municipal Administration for Market Regulation, and the pH value was measured to be 90 (standard value 4.)0～8.5）。It may disrupt the surface balance of the disease, cause allergies or induce infections, and make the company susceptible to other germs.
The quality of clothes reported by netizens.
In response to the unqualified denim jacket sampling, the official response of "goodbai" said that the company had immediately removed this product from the shelves; At present, searching for "denim jacket" in "goodbai"**, there is no unqualified product, similar to the price of denim jacket from 999 yuan.
The reporter inquired and found that the best sales in the official store of "goodbai" were only a casual shoe with a ** of 499, and the sales of many products were 0, including most of the denim series. The product reviews were also "occupied" by netizens, asking how the trendy brand is also "Chunshan Learning", saying that they have no strength and want to take the quality ** route. On the 14th, outside the offline store of "goodbai" in Shanghai, there was a long queue, "There are a lot of people, and they all need to queue up, but after entering, there are few clothes, and few people buy goods." Xiao Chen queued for 40 minutes before entering the store, but expressed his disappointment, saying that there were few clothes in the store, and he obviously felt that "business was perfunctory".
Online*** Most products sell 0
"goodbai" is not the first time it has been hotly discussed, before Bai Jingting's fans and netizens bought a "goodbai" down jacket, the price was as high as 1999 yuan, but after netizens received the goods, they found that there was a suspected dandruff thing with white flowers at the collar. Some netizens also broke the news that the two clothes they bought were torn. Goodbai was founded by Bai Jingting, and the manufacturer (supplier) is Zhe Ting Hao (Shanghai) Brand Management***, and Bai Jingting is the company's largest shareholder, holding 41% of the shares. The reporter contacted the company, and after the reporter identified himself and raised relevant questions, the person in charge hung up in a hurry, and then could not get through. Bai Jingting is not limited to clothing brands, he also opened a coffee shop, and the coffee shop also uses the "white pigeon" logo related to fans.
Star fashion is a double-edged sword.
Celebrity fashion brands are a double-edged sword, and if they don't do well, they will negatively affect their reputation. Now Bai Jingting's reputation in the Spring Festival Gala has been greatly affected, and the quality of the trendy brand in charge has been exposed to be unqualified, which is not proportional to the quality. It seems that Bai Jingting's two "identities" are not optimistic.
When domestic celebrities first started to start trendy brands, the market was very hot. Edison Chen's CLOT red silk sneakers sold for a sky-high price of 350,000 yuan a pair, and Yue Wenle's Madness offline store also had a long queue. According to a report by the RET China Commercial Real Estate Research Center, more than sixty percent of celebrities chose to create original clothing brands around 2018.
However, the road of celebrity fashion brands is not easy to walk, in fact, the sales model of star fashion brands does not match the quality and pricing, which discourages most passers-by. The marketing method that does not focus on quality and relies on celebrity traffic cannot penetrate into the market, and there are more and more brands that go out of business. Today, among the 57 celebrity fashion brands, 16 have been closed down and the celebrities themselves have withdrawn. Even Madness and Clot, which were once very representative, were closed at a discount, and the heat was cold, and there was no more "premium tide".
Most of the star fashion brands that can survive today take the cost-effective route and focus more on the product itself, rather than relying only on their own star halo. Lai Yang, an expert from the China Federation of Commerce, said that the future development of the fashion brand needs to follow the original intention of the fashion brand, rather than the concept of the tide, is the tide of the brand, the tide of culture, the tide of lifestyle, in the brand power, product power, experience power, service and other can bring users a different spiritual experience, by no means the self-entertainment behavior of stars.