"White Rabbit" wears up to 9 times the price of French trendy packaging

The traditional white rabbit that consumers are familiar with

French designer's new "White Rabbit"

Agnèsb. Is not the black nylon commuter bag brand popular in white collar? In the agnèsb. store, the basic section has to be 3-4 yuan. The White Rabbit's wearing a French tidal brand coat also caused discussion, because the newly packaged White Rabbit has risen in value. Are you willing to pay for a rabbit that is 9 times the price?

"France 70 After" Becomes "50 After China"

In 1973, agnèsb. formally established its brand with the combination of its name “agnès” and its first husband, Christian Bourgois’s surname “b.”. To date, agnèsb. has opened more than 200 stores worldwide. In addition to watches, accessories and sunglasses, the design and production of each series is personally performed by agnèsb.

At the beginning, agnèsb. was just a fashion brand. It was designed with simplicity, emphasis on tailoring, and passion for art promotion. Later its business began to slowly expand into cinemas, art galleries, travel concept stores, restaurants, chocolate shops, flower shops, and coffee shops. field. Now, rather than say agnèsb. is a retail company, it is more a design company.

If "agnèsb." is a post-70s, the history of the "big white rabbit" may be much longer. "White Rabbit" formerly known as Shanghai Ai Pixi Candy Factory. It is said that after the company’s owner tasted British toffee, he felt that the taste was particularly good. He quickly copied the domestic product and chose a cute Mickey Mouse image named “ABC Mickey Mouse”. Because the product tastes not inferior to imported products, and the price has advantages, "ABC Mickey Mouse" quickly became a very popular candy at that time.

After 1949, Ai Pixi Candy Factory was reorganized and renamed Shanghai Aimin Candy Factory. Before long, the image of Mickey Mouse became a rabbit. A few years later, Aimin Candy Factory was merged into Guan Sheng Yuan, and the image of “Bunny Rabbit” on the wrapping paper was changed to the familiar image of “Yuetu”.

"Six large white rabbits are equivalent to a cup of milk." In the era of planned economy, White Rabbit's toffee is the pride of Allah's Shanghainese and is synonymous with Shanghai goods. The enthusiasm of consumers who came to Shanghai to buy white rabbits and toffees was no less subtle than that of today’s people going to Japan to buy a toilet seat. In 1959, White Rabbit's toffee was selected as one of the products representing Shanghai's industrial workers' dedication to the tenth anniversary of National Day. During Nixon's visit to China in 1972, Premier Zhou also used white rabbits and toffees as gifts.

Changed the price of new packaging by 9 times

The White Rabbit is dressed in the French “Cover” of the street fashion brand, which has caused consumers and people in the industry to talk about it. Is it important to “change face (packaging)” or “change heart (taste)”?

Consumer Lee, who did not think it was worth paying for the tide brand "clothing," calculated for the reporter an account: 128 grams of a box of new packaging "big white rabbits", priced at $ 68, converted, equivalent to 500 grams to sell 265.62 Yuan, and in several flagship stores on Tmall, traditionally packaged white rabbit toffee sells for 227 grams in a bag of 11.50 yuan, which is equivalent to a price of 25.33 yuan per 500 grams, which means that the rabbit is covered with agnèsb. The price is about 10 times the original price. Mr. Li told reporters: “I’m not going to pay for the new packaging. I would also like to see the rabbit’s tastes keep pace with the times. The six rabbits are equivalent to a glass of milk, which is the selling point of the rabbits in the era of planned economy. Nowadays, people are pursuing health, and they are afraid to eat more sugar because they are afraid of tooth decay. Compared with sticky fudge, I hope that rabbits can innovate mints, VC sugar and durian-flavored hard candy."

There are also many people who are greatly admiring the big white rabbits for their French fashion suits. A Shanghai-based business expert told reporters: “A lot of the old-line products in Shanghai are of good quality, but the packaging can't be complimented.” A while ago, this expert participated in the selection of “Shanghai Banquet” organized by the Municipal Commission of Commerce. Many time-honored brands took out their fist products, but they were shocked to see packaging: luncheon meat filled with tin cans, bottled honey, and even a 10kg bag of rice. "The first thing to say is that there is a ceremony, and the next thing is to go hand in hand. How do you take a 10kg bag of rice?" The expert sighed.

Looking back at Japan's fruit, it is not only a kind of food, it is simply a kind of visual art: the appearance of matte color, petal shape, and even material is cherry blossom petals or salted cherry blossom leaves. At the Japanese airport, almost every store has fruit and vegetables, exquisite packaging, dazzling style, and almost become a necessary gift for Chinese tourists to return home. "Therefore, this attempt by the White Rabbit is one step ahead of many old brands." Some experts affirmed this.