Can you imagine that a high-end clothing luxury product for Hermes is priced at tens of thousands of thousands of times, making internet celebrities and fashionable people willing to pay when they see the LOGO. It is known as the luxury of high-end clothing of Hermes in down jackets - Kaida Goose.
was actually just a small workshop for labor protection supplies that opened in the urban and rural junctions.
Many people don’t know that it is a “quick luxury product” that has a very short brand history and is almost entirely driven by marketing to harvest the “delicate poor” of the world.
In recent years, as soon as winter comes, the geese content on the street has risen sharply.
in Sanlitun , Taikoo Li Fashion godmothers wearing mink short skirts almost every one of them holds a big goose.
is a part of the fact that the Yunong drives the plane, and the game is hitting the mountain.
I finally understand that wearing the same clothes may not necessarily be embarrassing. As long as there are enough people wearing the same clothes, the LOGO is big enough, and the clothes are expensive enough.
The embarrassing thing is someone else. Although the price of the big goose is often thousands or tens of thousands, "queuing up to buy and sell out" has become the norm for hot searches.
Some time ago, Ms. Jia, Shanghai spent more than 10,000 yuan to buy a big goose in a specialty store. After taking it home, she found that not only the label embroidery was wrong, but also the thread was opened frantically.
It is said that there is also a "clean and hygienic" South Asian top style with a stunning flavor. When I took the product back to the store and asked for a return, Ms. Jia was told by the clerk:
My Big Goose has its own rules here. The world is unified for 30 days without reason, except in China.
This set of amazing operations is a well-known double standard in Europe and the United States.
made me wonder if they started learning double standards from prenatal education.
In order to commend the courage to win the big goose, the Shanghai Huangpu District Market Supervision and Administration Bureau personally issued an administrative penalty decision to the big goose, rewarding 450,000 yuan in fines.
So how did this arrogant Kainada Goose turn from a labor protection product factory to a "quick luxury brand"?
Hello everyone, I am taking you to take off the industry underwear and reveal all kinds of messy truths. Today, we will lift up the underwear of the Goose together, revealing the legendary story of the Canadian cold-proof local specialty labor protection product factory fabricating a luxury myth to cut leeks.
1
Polish dentist who survived the Nazi Holocaust . After seeing the messy scene of his motherland, he secretly swore in his heart that he would never see the country fall into such a tragic situation again.
So the next day, he boarded the plane fleeing to Canada.
is moist.
This young man who ran very fast is the "Sam Tik" of the generation of the Nada Goose Company.
When she first arrived in Canada, Sam Tik discovered that although he had a dentist's ability to make money, he could not find a related job.
He can only go to the factory to work and seek other low incomes like countless immigrants.
Finally, after working hard in the garment factory for several years, he used the first pot of gold he had accumulated to open a labor protection clothing factory in an abandoned warehouse.
Perhaps he named his company "Metropolitan Outdoor Casual Clothing" in order to show off that he had surrendered to Canada and had noble city people's blood.
Unlike the old luxury goods that he once served various royal services, Sam Tik initially targeted a very sinking market:
Promotion is to serve outdoor workers.
actually sells various vests, raincoats, rain boots, and cotton jackets.
target users, including those who sweep the streets, those who see the forest, and security guards from all over the country, focusing on a practical anti-freeze-making and undead people.
is solid based on the materials. Although the clothes are bloated and bloated, in the eyes of people who have been resistant to cold for many years, it is as reliable and durable as a green military coat.
worked until the 1980s, David Reis took over the family business.
As the second generation project of a small family factory, David saw that his cotton jacket had gained certain recognition, so he decided to go further and build his own brand while working in OEM and get rid of foreign leeks.
Especially Europe, which was snatched by European colonists from Canada hundreds of years ago, and he vowed to cheat him back with his own hands.
At the beginning, the second generation item adopted "SNOW GOOSE", which is the trademark of Snow Goose, as its own trademark to enter the world and Europe.
However, the late emperor was not halfway through his business, and the middle way collapsed. Before this idea can be implemented, the second generation of Da Cangming discovered that the trademark of
has been registered in Europe.
So he started a new brand and created a brand new brand.
2
Time has arrived in the 1990s. With the busyness of the second generation from morning to night, hard work pays off. The operating conditions of the factory cannot be said to be prosperous, but can only be said to be terminally ill.
The second generation couple agreed that their children would not have to consider taking over the family business, because maybe in a few years, the family should be promoted to a million-dollar unanimous man.
As a calf in the family, the future third generation Danny saw the current situation of his factory's operation difficulties, and he was overjoyed and became filial.
On the one hand, he felt that the things produced in his factory were too LOW and too rustic, and he felt embarrassed to go out to brag.
On the other hand, his biggest dream when he was in college was to travel around the world, chop horses and feed firewood, and be a poet and writer. He has been influenced by the hard life in the factory since he was a child, and he no longer wanted to be as tired as his parents every day.
In 1997, after obtaining a degree in English literature from University of Toronto, the third generation began to live a wandering life like a cow and horse.
The first thing he did after graduation was that he wanted to go to India, the capital of modern world health civilization, to travel for a pilgrimage.
Although it is a poor trip, as a dying enterprise, capitalists have no surplus food.
In order to make up money to travel, Prince Danny decided to find some summer jobs to work on every day.
looked around, but there was no job that he liked too much. In the end, he decided not to go to the outsiders' fields and make money only to the family.
Enter Tencent to work!
What he didn't expect was that the factory life of these three months had completely turned his life trajectory.
He understands the poor very much. Instead of traveling hard, it is far less interesting to make money from the poor.
During several months of work, the commercial beast nature of the third generation of Danny began to slowly awaken.
When he went to exhibitions around the world, Danny found that his "snow goose" was widely praised by professionals in extremely cold areas.
At the same time, in many small circles in Europe, high-end jackets and down jackets are becoming a symbol of fashion and identity.
Amid the collision of inspiration, soon, the third generation made a decision that violated the ancestors:
forced the father to cede the father.
In 2001, the third generation Danny brought good news and bad news to his father David.
The good news is that during this period of work, I feel that being a capitalist is very happy, and I am ready to stay and continue to shine for our company.
The bad news is that I don’t want to have middlemen to make a difference at work. Dad, you have to get out of here.
After a harmonious exchange between a father and a son, David finally agreed to abdicate and left the company without an edict.
The third generation of the people got their wish and ascended the throne with a high profile.
But at this time, this ancestral old factory was at its end.
relies on OEM OEM and a large number of hard-core loyal fans to maintain its annual revenue of 3 million Canadian dollars.
Before the third generation Danny took over the company, David's biggest headache was how to optimize the No. 100 workers in the factory to 35 without being hung with street lights.
Under great pressure, it is no wonder that David threw the stall to his son casually.
Nothing happened to us is father and son. If something happens, we brothers will discuss their own affairs, and no one will know each other.
At this time, Danny, who was born in the liberal arts and had never attended a business class, began his own extreme operation.
The third generation took over the position of his father and immediately did three things: find the right wealth password.
Canada, Canada, or tmd Canada
When the global manufacturing industry reduced costs and continuously transferred factories to Asia, it resisted extremely high labor costs and insisted on "purebred manufacturing in Canada".
and is constantly purified, claiming to be Canada's raw materials, Canadian technology, Canadian workers, and Canadian workers, as well as Canada's coyote fur unfortunately shot.
The main reason for the "pure Canadian" style is that the third generation found:
Europeans are full of unrealistic and beautiful fantasies about Canada.
Originally, Danny thought he was a rustic, but he didn't expect that Europeans think that Canada is wild and innocent, and farts are all the bitter flavor of Canadian maple forests.
He found that Europeans treat Canada like the Northeast mink in the eyes of local bosses, and they are local specialties.
When it comes to down jackets produced locally in Canada, it is simply like Japan's nuclear radiation, which sounds very authentic.
Plus, Europeans, enjoy local specialties from the margins of the world, aren’t rounding back to the bright colonial era in the past?
European old men are just good at this.
In order to cater to European hobbies, the goose took the initiative to widen the distance of their eyes and broaden their horizons.
not only immediately stopped all OEM cooperation, but also cut off the "Snow Goose" brand designed by his father, focusing on the "Kaida Goose" brand.
However, at the beginning, even Canadians themselves did not accept this behavior.
The third generation item brought the product catalog and went to major luxury goods stores and buyer stores in the city center, but there was no one purchased.
On the contrary, in a European specialty store, a Canadian boss recognized the big goose coat recognized by Europe, ordered 300 pieces, and took it back to Canada.
classic export to domestic sales.
Europeans love making in Canada, and Canadians recognize Europeans.
rushes in both directions, logical closed loop.
The most important thing is that when Europeans all recognize Canadian, it means that the Gai Ge has arrived in the highland of fashion.
The next step is how to build fashion advantages.
generation item is very clear. If you want to make a lot of money, you must change the positioning of the product.
In the past, Dage served real cold-resistant people in the professional field and belonged to the niche among the niche.
If you want to make a lot of money and become a hit product, it is absolutely impossible to be too professional. The more you deduct the value, the more you think you are low. On the contrary, if you can be a clean, a little humanistic care, and a little fashionable mood, you can stand on the faces of a large number of exquisite poor people and urinate down.
They not only have to endure it, but also have to spend a lot of money to support you.
old SM. According to Danny's own words, the strategy of
is "a big goose, and you want to be the Land Rover in the clothing industry."
serious person drives Land Rover, who off-road?
serious outdoors, who wears a big goose?
professional, that is a storefront, and if you want to harvest the people in the city, you have to rely on fashion.
Only by doing thin and thin, taking advantage of big names, and desperately going to the upstream of the contempt chain can we harvest the delicate poor people who are eager to show off.
For Big Goose, it is not easy for a small factory with an annual income of several million Canadian dollars to make some splashes in the global market, let alone make a splash in the face and make luxury goods.
Big goose really has no money.
But the third generation took a different approach and chose a marketing route for human-to-human transmission:
.
He first provided free jackets to people working in cold areas in various places, including nightclub security guards, hotel waiters, ticket scalpers, etc.
At this time, many people can understand why the logo of the Big Goose is so conspicuous and unique.
Because good is big, big is good, everyone must see clearly what you are wearing.
In the Canadian game, he also gave the jacket with his eye-catching logo to the team members.
With this, the gait began to enter the vision and life of more and more people.
But this is not enough. In order to create a higher popularity and become more fashionable and high-end, Big Goose is also closely lingering with Hollywood .
Since the 1990s, Big Goose has begun to give down jackets to major film crews. In the era of the third generation, such cooperation has become more:
Sundance Film Festival , Berlin Film Festival, Toronto International Film Festival , etc., the big goose turns into the ultimate licking goose. Whether it is an actor, director or producer, the person who meets them will give the goose to the door.
In the film and television industry, "07", " acquired ", " National Treasure ", " Game of Thrones ", "X-Men ", etc., the figure of the big goose may be in front of the stage or behind the scenes.
so much so that at that time, an actor said that all the shooting scenes he had been to had appeared in the Kaina Goose.
More and more celebrities, wearing big gooses, appear in the camera of paparazzi.
The most famous marketing was to let supermodel Kate Upton appear naked in 2013 " Sports Illustrated ".
Wearing a down jacket with bare butt can be said to be very fashionable.
For a time, both stars and movie stars and wealthy celebrities became big goose walking advertisements.
After the white moonlight in the hearts of delicate poor people put on the coat with the big goose logo printed on it, the third generation will win.
In 2013, after Bain Capital joined, the Big Goose even rose along the Rockets and harvested the world.
As mentioned earlier, as long as you can climb to the top of the chain of contempt, then next, you can do whatever you want and urinate and defecate anywhere.
Create a professional image in the professional field and climb the contempt chain by riding on celebrity traffic.
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Men and women around the world are willing to pay a very high pretense premium for second-rate products produced by a labor protection factory.
Although, for most people, they may never encounter the extreme cold of survival in their entire lives. A down jacket worth a hundred yuan can also make you sweat all over.
Here we suggest Pinduoduo launches a wave of advertisements as soon as possible.
But many people are still attracted by the logo of the Goose, and practice the favorite saying of consumerism:
What you wear, you are what you are.
In marketing, Big Goose takes the high-end luxury route.
But in terms of price, Big Goose is very clear that its audience is not really rich people, but those high-income "sophisticated poor people" in the city.
I once had an insight that the conscience of a luxury product is inversely proportional to the multiple of the monthly salary of a worker.
has a conscience luxury and never kills the poor.
If you look at which brand, the product is probably equal to the monthly salary of a working person, you must be careful.
Their conscience is very bad.
is going to get your salary.
It creates an illusion with all kinds of illusory concepts and beautiful pictures.
One more money can give your quality of life and aesthetic taste the illusion of class transition.
But is that really the case?
3
At the price of a down jacket of ten thousand yuan, Kainada Goose has not achieved the corresponding quality.
This point has been written very clearly in the penalty decision of the Shanghai Huangpu District Market Supervision Bureau:
Kaida Ge claims to be the best Hutterite down, which is actually a place name + product structure like Northeast mink, Beijing duck , and Chengdu 0.
The advantages and disadvantages of down have nothing to do with the origin.
. In terms of fluffyness, goose down is usually better than duck down , with better warmth.
However, most of the products sold by Kainada Goose use duck down with low fluffy, accounting for 69% of the total product.
In other words, 70% of them are Canadian ducks.
According to the official website of DOWN MARK (Canadian Down Association) , the best fluffy on record can reach 1000.
and Big Goose is the best, known as Hutterite down, and it can only reach 800. Is the secondary configuration of
really worthy of the price of tens of thousands of yuan?
What’s more interesting is the TEI temperature somatosensory level 5 index divided by Big Goose itself. It seems professional, but in fact there are tricks. The lowest level 1 in
corresponds to 5 to minus 5 degrees.
However, in the Eddie Bauer indicator, minus 30 degrees can only be considered a medium level.
and Eddie Bauer price is only two to three thousand, three to four thousand.
In the end, you will find that the most conscientious thing about the materials used is premium, and the most advanced one is "emotional needs".
Translated, it is a super doubled brainwashing for consumerism.
From beginning to end, he has been working hard to make himself a sickle that is getting better and better.
is not technically professional enough, but its harvest is absolutely professional.
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He played "Aesthetic Muqiang" to a new level.
A factory specializing in labor protection supplies has transformed into a "high-end luxury product" that has become a popular world-wide "high-end luxury product".
In the face of consumerism, the trend of aesthetic fashion is like a puppet that allows people to control remotely and dress up.
When they link consumption with quality of life.
When they link consumption to social classes.
When they link consumption to their ideals in life.
The most ironic thing is that in the story of Kainaga, the one who hates "brand worship" is the third generation Danny Reis himself.
When he was a teenager, Danny's mother bought him a Lacoste shirt.
The first thing Danny did when he got the clothes was to cut off the green alligator logo.
Now, facing a big and round goose that makes the logo.
I wonder if he would remember the story of the brave and the evil dragon.
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