Can Internet Brands Take The High-End Route?

Under the consumption environment of the Internet era, people who are willing to pay for such a large rate product will be less and less. Truly want to do a good brand, select a reasonable price to ensure the normal survival and development of the brand is the brand needs.

Fang Jianhua, founder of emann, recently wrote an article to analyze the exploration process of the brand. The following contents are collected according to Fang Jianhua's self narration. The dual driving mode of product + operation lives on the left team, and adopts the double driving management mode of "Product Director + Operation Director", that is, the product director is responsible for the "beauty" of the product and shares the results of the performance.

Whether the Internet brand can take the high-end route? Many e-commerce players began to try very early, but there were not many achievements. Hui Mei Group successfully launched the line of Yin man and Chu language. Women's wear After the brand, it began to build a high priced brand, "living on the left", and now it has been running for more than a year. Fang Jianhua, founder of emann, recently wrote an article to analyze the exploration process of the brand. The following contents are collected according to Fang Jianhua's self narration.

Living in the left team, "Product Director +" Operation Director The dual driving management mode is the product director responsible for the "beauty" of the product and sharing the results, rather than the conventional operation leading mechanism. Chicken or egg first? Wrangle On the question, the way to live in the left is to mold the brand with products.

Living in the left from the initial lock is a small group of people in society and unique women. They have a stable career, mature aesthetics and a certain ability to consume. Many people believe that such a group is not interested in large-scale activities, and is not suitable for e-commerce channels.

Customers who live on the left are not sensitive to the daily activities of the platform, because they do not blindly follow suit, so the brand itself is not a brand that relies on participating in platform activities, and the frequent price fluctuation will only hurt the customer experience.

In the early days, three rules of iron were put forward on the left side: not blindly pursuing sales scale, not blindly following the trend of discount sales promotion, and promoting brand power with products.

Good brands need to be "rich" and have the yardstick. After the crowd locking and the service mode are confirmed, the aesthetic style of the group is studied in depth and then the designer's personal inspiration is basically the core of the target customers. Many brands believe that the rate of repeat purchase has reached the top of 30%, while living on the left side shows that there are 70% shoppers' shopping experience problems.

From the beginning of brand creation, the pursuit of life is 80% or even 100%, and every choice and decision on the left is based on high goals. Let every customer who buys the product "turn around".

The price of passengers living on the left side is around 700-1000 yuan, while the price multiplying rate is controlled under the price high voltage line.