Text | On the outside of the table, the author | Chen Zijie and Fu Xiaoling, editors| Cao Binling
仿佛一夜之間，留子肖肖發現身邊到處都能碰到“Miu女孩”——2萬的包剛上市就被同學拎出門，朋友圈裡有人兩個月就在MiuMiu花掉15萬。
On social platforms, posts of "monthly salary 5000 want to buy MiuMiu" are also overwhelming, and everyone seems to be uncontrollable, vying to chop hands for MiuMiu.
As a lover of talk shows, Xiao Xiao grew up listening to all kinds of "consumerism trap" jokes, and was familiar with routines such as "the less you buy, the more you feel that it is worth it", but in just half a year, she paid in two installments into MiuMiu's bag and short sleeves.
Since the post-00 generation entered the society, they have been labeled as breaking the rules such as rectifying the workplace and reverse consumption, but these pioneers who have been through a hundred battles and are not coerced are now lining up to fall into the "MiuMiu trap".
The data shows that under the pursuit of young people, MiuMiu beat LV and Gucci, doubled its sales in the cold winter of luxury, and single-handedly saved the parent company Prada from fire and water.
What is the magic of MiuMiu that makes young people crazy?
Post-00 Xiaoting believes that MiuMiu initially won herself by "picking up leaks".
I still remember 3 years ago, she was determined to buy the first big-name bag in her life, and she was so excited that she was "planting grass" all over the world, and she tossed and turned for two or three days, but she didn't find a suitable one.
"On the plane and in the mall, LV and Dior's tote bags can be seen everywhere, and they hit it every few minutes, and even YSL's Niki is so popular that it charges 3000 for purchasing on behalf of you." Xiaoting found that good-looking and practical luxury bags gradually have a tendency to rot on the street.
This is not her delusion, e-commerce platform data shows that LV, Gucci and other first-line luxury brands are the hottest styles, and the monthly sales are far ahead, forty or fifty times that of brands such as Fendi and Burberry.
So when the MiuMiu bag came into sight, Xiaoting's eyes lit up - white folded leather, with a shiny metal chain, and the bag was also inlaid with the girls' favorite rhinestones, which was unique among the popular old flowers, and there were still very few people around her.
"You don't have to follow the crowd, but let others see at a glance that bags are not cheap." Xiaoting didn't think about it for long, so she handed over her first experience of luxury to MiuMiu, and since then she has stepped into the pit of buying and buying and never coming out.
Two pleated skirts, bud skirts, half-cabinet loafers, ballet shoes...... Like Xiaoting, Elle has been full of MiuMiu in her wardrobe and shoe closet since she tried the bag.
Every time she tries on clothes, she can't help but feel that MiuMiu is girlish and has a sense of design, and her mind is full of pink bubbles that are "Lao Tzu's first cuteness in the world".
This unique style is clearly reflected in the choice of brand ambassadors: when LV and Chanel pursue high style and choose mature and stable "00 flowers" endorsements, MiuMiu only loves the new "post-0 traffic flowers", and the promotional photos are full of youthful atmosphere.
Another reason why Elle was planted was because she liked MiuMiu's brand ambassadors: "They are also young people, but you will find that they are so beautiful that you can't take your eyes off them, and they seem to be in control of everything." ”
Every time she wears the same style as Zhang Yuanying and Liu Haocun, she also has a feeling of becoming a "perfect girl", in contrast, Liu Yifei is very beautiful, but after all, she is still too far away from herself.
“退一步說，就算我想買，也不一定買得起啊。”艾麗補充道，同樣是一萬多的預算，在香奈兒只能買到一個迷你錢包，在MiuMiu卻能買到大號托特包，性價比孰高孰低一目了然。
This is precisely the shrewdness of MiuMiu, whose pricing is generally lower than that of first- and second-tier luxury brands such as Hermès, but slightly more expensive than light luxury brands such as Coach, so as not to be labeled as "cheap". In Elle's view, MiuMiu is "a tailor-made 'luxury entry key' for young people like me who can afford luxury goods on tiptoe." ”
In fact, not only the post-29 generation is targeted by MiuMiu, according to statistics, women aged 0-0 are also one of the main online viewers of the brand's big show, and there are many users of higher age groups.
Momo, a migrant worker, is one of them, and she even thinks that 30+ women's desire for MiuMiu may only increase compared to college students - "The older people are, the more they want to keep their girlish hearts." ”
However, at present, girly brands such as Teenie Weenie and Egger are all taking the "low" route, which is not up to Momo's appetite. However, MiuMiu, who has gradually turned to "high intelligence" in the past two years, retains "40% slightly sweet" to meet her workplace dressing needs.
Recently, Momo found that his colleagues who were keen on Chanel and Burberry also wore Miu shirts, and his commuter bag was replaced by a boxy and bulging bowling bag instead of LV and Dior totes.
However, while the brand is gradually breaking the circle, Momo is also a little "dissuaded" from MiuMiu.
幾千塊的羊絨衫，洗一次“掉色”了；2萬多的包包，背兩次就破皮……入坑MiuMiu後，接踵而來的一次性產品體驗，讓莫莫心裡一凜，以為自己的操作出了問題。
But when I opened the social network, I found that there were Miu girls with the same illness everywhere.
Some sisters complained that MiuMiu's T-shirt neckline is small and not elastic, and every time I wear it, it crackles like a firecracker; There are also people who grabbed an ivy bag in Japan, and the shoulder straps began to peel off before they got on the plane, "more crispy than their own college students".
Under the one-sided word-of-mouth bad reviews, MiuMiu basically "depreciates when you start": when Hermes and LV are regarded as "wealth management products" by the middle class, MiuMiu bags are at the bottom of the second-luxury market.
In the luxury industry of "tonality wins", it is really surprising to create such a quality image, but paradoxically, the worse the product reviews, the more popular MiuMiu is.
Momo found that under every hot post that complains about the quality of MiuMiu, there will almost always be arguments such as "those who consider quality are not MiuMiu's target customers at all" and "MiuMiu is just Zara for the ladies".
Over time, the saying that "the one who wears MiuMiu is the real daughter" has spread - the more "undurable" the material, the more it can verify their ancestral asset management ability: they don't need to be managed, and if it's broken, just change it.
"This kind of sense of superiority that comes with life just caters to the current trend of 'only daughter in Jiangsu, Zhejiang and Shanghai' that the whole network envies." Momo analyzed that fantasy has an outlet projected into reality, and it has suddenly brewed into a storm, and now even complaining about MiuMiu's poor quality control may be ridiculed as "slapping a swollen face and becoming fat".
To be honest, Momo doesn't quite approve of this kind of marketing, but she has to admit, "You call me a daughter, and I'm OK." "After all, luxury goods are not bought in the clothes and bags themselves, but in the logo.
Lulu knows this very well, and when a handsome colleague in the company offered to take her home, she panicked until her heart that was about to jump out of her chest when her seat belt touched the MiuMiu logo on her shirt and was about to jump out of her chest.
When she was a "Muji girl" before, she met handsome guys countless times, but she wasn't even a "nodding friend"; In his own department, he is only one of the "little scalpers" who do the most tiring work and work the most ruthlessly.
But after she chased the wind and bought 2 pieces of MiuMiu, the leaders of all official affairs were obviously more patient in explaining their work and did not require to be on call; After the full-body equipment became MiuMiu, colleagues began to guess the background of her family, and they didn't throw the pot at will.
As the people around her continue to release kindness, Lulu's work is getting smoother and smoother, and her whole person is radiant. This time, the "daughter design" directly sent her an erotic encounter, and she became more and more determined in her belief in MiuMiu.
Although, the price of doing this is that there is no penny savings in the pocket: as long as she has money in her hand, Lulu will not let go of the opportunity to buy MiuMiu, and the counter is discounted, so hurry up and grab it; When traveling abroad to see a cheap Miu bag, you must get it.
"But once you've experienced it, it's hard to go back to the past." Lulu felt like she had been poisoned by MiuMiu.
Xiaoting also has a similar experience to Lulu, but the plot is just the opposite - "Don't carry your broken bag, my Chanel will lend you." After many years, the voice of my roommate's disgust seems to still be in my ears.
In the eyes of Xiao Ting, who has read countless luxury goods since childhood, her roommate who is full of big Logo is also eye-catching, but it is uncomfortable for anyone to be ridiculed too much, she never spends her family money to buy luxury goods, she has been a tutor for half a year, and she saved enough money to buy the first MiuMiu in her life non-stop.
After slapping her roommate, Xiaoting was comfortable for a while, but as MiuMiu quickly got tired of her back, she also came back to her senses: "Actually, it's just a beautiful bag, and I'm still coerced by the comparison psychology after all." ”
However, the "real daughter" is sober, but thousands of "Miu girls" are still sinking.
Girls who can't afford MiuMiu are buying MinMin and NiuNiu.
A few years ago, Jiezi went shopping in her hometown and fell in love with a sweatshirt with good material and beautiful price. Just as she was about to pay the bill, a flash of embroidery on the back caught her attention, and when she opened it to take a closer look, a veiled MinMin logo was revealed.
Jiezi instantly lowered her head, dropped a "look again" and left.
However, the merchants didn't let her go, and along the way, Jiezi seemed to poke MinMin's nest, whether it was clothes, shoes, bags, or accessories, toys, MinMin was with her.
Even, NiuNiu, Miuwiu, WinWin are not uncommon, MiuMiu's "siblings" have replaced Sport and Fashion, and have become "the preferred words for small factories that don't know what to write but want to write when".
At first, Jiezi felt that this could also deceive her parents who had never learned English: "How embarrassing it is for people to dress like four is not like it!" ”
But later, when she saw fast fashion brands such as ZARA and UR, full of "Miu in Miu" preppy knitwear, stacked suits, and even non-touching Universal Studios selling bowling bags, she realized that things might not be so simple.
Momo has been buying MiuMiu frequently recently, "The quality of domestic brands is actually very good, they are all clothes and shoes, why can't I buy a little more durable?" "She doesn't care if she has a logo on her clothes.
更何況，近兩年MiuMiu售價越標越離譜，“很多一萬多的包，都漲到了2萬。”莫莫吐槽，以保齡球包為例，今年初還是2萬6，轉眼又漲了近千元。
Lulu also sighed at the increasingly unattainable price, in order to retain the convenience brought by the daughter's personality, she tried all kinds of ways to maintain: in the mobile phone, MiuMiu's purchasing group can't fit on both screens, just to pick up the leak as soon as possible; Recently, he has started to do his own second-level purchasing to sell and buy.
But the problem is that people's desires are also constantly expanding, and she can be happy for several days when she buys an entry-level mini at the beginning, but now she wants to buy a bigger one and a more designed one, so that her heart can make waves.
As a result, the speed at which she made money and saved money could not keep up with the speed of chopping, and she ran out of ammunition last month, and she didn't want to go into debt, so she finally bought the first "motherland version of MiuMiu" in her life.
"As long as it works, what does it matter if it's true or false." She herself is actually a little embarrassed, but she can only comfort herself when she buys everything, "This is already the best solution." ”
And Lulu feels that it is difficult for anyone to resist the temptation and offensive of high-imitation dealers.
She only expressed her interest in the post of the netizen show MiuMiu at the time, but within 5 minutes, the backstage was bombarded by more than a dozen traffickers in turn, like a prey falling into the water, surrounded by sharks that smelled blood.
However, she took a closer look, where are these people here to harvest, and they are clearly here to save themselves - almost all dealers support 7 days of no reason to return, first inspect the goods and pay later, which is comparable to "high imitation only refund"; And the "out-of-stock kings" of official websites and counters such as pleated bowling bags and short-sleeved polo are all available here at the sellers.
Although MiuMiu is sold at a lower cost (the original product is not expensive in the luxury camp, and the factory opening cost is relatively low), it is sold at a price that is directly comparable to that of LV and Chanel, but Lulu believes that as long as the original price is a fraction of the original price, you can have almost the same product, so why not.
"No way, who made MiuMiu suitable for girls, but not for ordinary girls." Lulu said helplessly. Looking at the group of traffickers, a steady stream of new people joined, until several groups were full, and the guilt in her heart gradually disappeared.
(Names have been changed.) ）