Buying books and giving LV sail bags as gifts, another luxury brand has embarked on the path of "down-to-earth atmosphere".

From June 25th to July 9th, LV collaborated with three coffee shops, MANNER, PLUSONE, and METAL HANDS, to create the Louis Vuitton Limited Time Bookstore, which caused a large number of young people to queue for hours. Some scalpers even fried their co branded canvas bags to 800 yuan.

Although some media have criticized this behavior as "foolish, poor, and vain", LV has indeed taken over and attracted the attention of young people after the popular collaboration between FENDI and HEYTEA on the internet.

On one hand, there are brand products with a price increase of over 11% in early June, and on the other hand, there is a cross industry alliance that is close to Generation Z, and both FENDI and LV are living a younger life with different styles. However, it is worth mentioning that in these joint activities, are luxury brands or new consumer brands benefiting more?

A free canvas bag that was fried by scalpers to 800 yuan?

In recent days, many young people in Shanghai have been rushing between Wukang Road, Fengxian Road, and Yongjia Road in order to win their first LV in life.

"If I bring my own cup to Manner to buy coffee, it's 15 yuan per cup, but I chose to spend 35 yuan to collect cup covers." On the afternoon of June 25th, Lu Siyu sweated profusely and checked in at LV's three pop-up joint bookstores in Shanghai, successfully obtaining cup covers and canvas bags.

Starting from June this year, LV first opened the Louis Vuitton limited time bookstore and special dining experience in Xiamen from June 5th to 12th, aiming to showcase the lifestyle of Louis Vuitton. At that time, celebrities such as Bai Jingting, Huang Minghao, Li Yitong, and Xu Ruohan were also invited to assist.

LV's event in Shanghai chose to collaborate with three local cafes, each with a different color theme and distributing canvas bags of corresponding colors. The LV x PLUSONE located at 286 Wukang Road features a yellow theme, the LV x MANNER located at 300 Fengxian Road features a blue theme, and the LV x METAL HANDS located at 37 Yongjia Road features a red theme.

Due to the fact that different themes determine different peripheral settings, it has triggered a large number of consumers' philatelic behavior. "I didn't originally plan to collect all the styles, but later on, seeing many people checking in, I became impulsive too," Lu Siyu said to Zinc Scale.

Why is it said to be a bit impulsive in consumption? Because although canvas bags are nominal gifts, in reality, the vast majority of consumers only make purchases with canvas bags. The condition for obtaining a canvas bag is to purchase two books and magazines in the store as a gift, but according to consumers, the cheapest book and magazine in the store is also priced at 290 yuan per book.

That is to say, consumers need to spend at least 1740 yuan to gather all three colors of canvas bags. It's not cheap to spend money on the logo printed on the canvas bag.

However, there are also people who have gone against the rules and used this activity to dig gold.

The zinc scale can be seen from the idle fish, and many scalpers have already sold books, magazines, and canvas bags at a premium.