LV has announced it will no longer join the rewards program at Wushang Mall in Wuhan, aiming to protect its no-discount brand image. The move follows Wushang Mall’s high-profile Qixi Festival promotional event, which has drawn many purchasing agents. LV’s own Qixi Festival pop-up and customization services attracted significant consumer interest without needing discounts. Analysts believe that Wushang Mall's rewards program is aimed at countering the new Wuhan SKP, which has attracted 100,000 visitors daily since its opening on July 26, with sales exceeding 100 million RMB ($13.9 billion) on its opening day.