As we all know, Supreme is the world’s top brand: in every limited edition sale, even Kris Wu and other big stars have to send people to queue up to buy; LV parent company bid $1 billion to buy supreme, but was rejected by its founder James.
We witnessed such a top fashion brand like Supreme who made crossover Nutristick, lowered its noble head of the street king to send millions of free vape pens to fans. This giveaway aims to open up the Chinese market and occupy more users.
The details of the poster campaign show that, as long as you invite five friends to register and pay 9.9 yuan postage, you will be given a 168 yuan supreme disposable vape pen for free.
Like skateboard rap, e-cigarettes and vape pens were first popular in teenagers’ fashion culture circles before they reached the public. At present, the global vape market has reached more than 20 billion US dollars. Juul, an American vape start-up company, has a valuation of 10 billion US dollars in just 3 years.
People with knowledge say that Supreme’s goal is to become a global leader in vape product field, but the news that Juul will join forces with JD and invest $100 million into the Chinese market has created a sense of crisis for Supreme.
Supreme also faces another annoyance. It has surpassed LV to become the world’s most counterfeited brand. Taobao has a pile of fake supreme suitcases and even fake Supreme vape pens.
All of this has forced Supreme to change its strategy and play.
Xu Zhiwei, head of Supreme Greater China, said: “Previously, Supreme’s new products were limited. This free delivery campaign is designed to mobilize and give full play to Supreme fans. If one million Chinese Supreme fans each send out a friend circle message, it is equivalent to one million yuan advertisements, worth at least 100 million. This time we have prepared hundreds of millions of yuan of products for the giveaway, that is to seize the Chinese market quickly before Juul.
“Supreme wants every Chinese fan to have a free vape pen!” The event attracted millions of fans overnight and sent out 300,000 vape pens.
Supreme was quietly founded in Manhattan, New York, in 1994. How did James Jebbia, the founder of Supreme, think about that Supreme has become the most sought-after American fashion brand among the world’s trendsetters today?
Every time a brand new product comes up, Supreme fans will squat in front of the store all night waiting in line to buy their beloved, during which time the major street magazines will dedicate a lot of pages to Supreme. Even fashion celebrities, designers, musicians and stars from New York, London and even Tokyo will wear Supreme. Supreme seems to have become a New York City legend overnight.
Had been used to the crazy street buyer queue of Supreme, it is too unexpected to realize the 300 thousand free Supreme vape pens giveaway.