TWOI上海首店开业即停业，热门发夹二手价暴涨数倍引关注

Core Insights - The designer women's clothing brand TWOI opened its first store in Shanghai, which attracted significant attention due to overwhelming customer turnout and subsequent chaos on the opening day [1] - The brand has a target demographic of young women aged 18-28 and focuses on their preferences and needs since its establishment in 2018 [6] - Despite initial negative impacts from the opening incident, TWOI has taken corrective actions and is gradually regaining consumer trust [6] Group 1: Store Opening Incident - On August 16, the opening day of the Shanghai store, customers faced severe queuing issues, with some waiting from 7 AM to 5:30 PM, leading to safety concerns and the store being ordered to close [1] - Customers reported heat-related illnesses due to outdoor queuing in high temperatures, and social media highlighted the chaotic scenes, including conflicts among customers [1] - Following the incident, TWOI implemented a reservation system and online pre-sale for popular items, which has significantly improved the shopping experience [1] Group 2: Product Demand and Supply - The "werwer hairpin," a popular item from TWOI, is in high demand online, with consumers needing to purchase it through live-streaming due to supply shortages [2] - The resale price of the hairpin on platforms like Xianyu has surged, with some colors and models selling for over five times their original price [2] - TWOI is actively working to alleviate supply pressures through online pre-sales and offline restocking efforts, aiming to meet consumer demand for quality products [8]