On December 7, McDonald's announced that it would launch a joint product with the famous Chinese designer Alexander Wang. These include the black gold M handbag priced at 99 yuan, and the black gold basket, which is limited to 300 pieces globally and priced at 5,888 yuan. The products are currently on Tmall and will go on sale on December 10. After seeing this news, some netizens said: "To be honest, I was a little moved by that handbag." Some netizens said: "99 yuan is understandable, but 5888 yuan makes me feel my poverty." About McDonald's from selling eating bags The extension of the bags on my back and the crossover of seemingly unrelated products are the end of the road, or do they have other plans? Some people agree, and some question it, but no matter which view, such a crossover leaves the market with too much thinking and too many unknown discussions about consumption and business logic.
Coincidentally, when I was on a business trip last week, I also saw a home textile brand selling ceramic tiles. This is similar to McDonald's selling bags, which is a significant crossover of products and a value transformation of consumer preferences. According to traditional thinking, this sales method should not be favored. After all, the products belong to two fields and the scenarios are the same. There is not much correlation with consumption. In fact, the sales of ceramic tiles are not bad. For the discussion of new models, the product itself is not important, what is important is consumption innovation and cross-border integration. Just like selling textiles, why should we sell bricks? In the home decoration process, home textiles come after ceramic tiles. According to the original sales logic, those who come to buy home textiles have basically been decorated, the purchase of ceramic tiles has been completed, and the sales process has ended. This was the past sales logic. After returning from a business trip, I carefully studied this company. Their product chain has expanded from the original home textiles to furniture, customization, soft furnishings, fabrics, lighting, and ceramic tiles. They have developed from the original single product to the home decoration industry, and the financial statements are also very beautiful. , broke some rumors and criticisms, and became a veritable big family.
Since 2008, every year-end work summary and economic report will mention the market situation of that year, and there will be "sad year, difficult year, difficult year" and even "the most difficult year" " and other adjectives. However, in the past ten years, although we have experienced different difficulties, we have all been able to live well. It is not easy to resist so many difficulties and create so many beautiful things. I have been shouting about the difficulties for ten years, but I have come over easily. Faced with the difficulties of ten years, some have carried out subversive reinvention, and some are still shouting from the same place, from materials to materials, but there are more and bigger products, but no fundamental changes have occurred, and this year’s true It is difficult and will get worse day by day. It may be impossible to survive the next year or so.
2019 is coming to an end, and Foshan has entered the annual meeting and summary time. Looking back at the past, the year has passed by in a hurry, and many things have not come in time. The year has ended hastily, and what we are left with may be regret, confusion or even fear. Looking at the past ten years, some companies have left silently, some companies have taken advantage of the trend to grow bigger, some excellent brands have lost their original momentum, and some brands have found new focus. In short, In the context of economic growth, the market continues to gradually optimize, from the survival of the strong to the era of the best. The market has mixed joys and sorrows, and companies have their own joys and sorrows. Just as people's birth, old age, illness and death are predestined, those with superior body functions can always live longer.
At present, consumption is changing rapidly, the boundaries of commodities are gradually being broken, and no trend has become a major trend. It is not easy for any industry. Its living space is squeezed by cross-border competition. Catering, clothing, daily chemicals, even luxury goods, and the materials industry are more obvious. Regarding the future of ceramics, some say it is the future of large slabs (or slates), others say that all-ceramic customization is the trend, and others say it is the era of big homes, but no matter which trend prediction is made, there is a certain truth. However, it is worth pondering why McDonald's crosses borders so much, and why home textile companies sell lamps and bricks. After all, they have chosen another path when the space in their own fields is squeezed. This path is not based on industry, nor on Not based on product, but based on consumption.
McDonald’s sells bags. You may not buy it, or you may not be optimistic about it, but it is indeed a fact. What McDonald's adds is not a product field, nor a simple product crossover, but the value transformation of consumer preferences. This is what we want to study.
