Who Is Spending Wu Yifan'S New Brand, ACE?

At the end of 2018, Wu Yifan's dream came true.

His personal brand ace was successfully opened, and the flagship store of Tmall ace launched 16 baby lines in December 28th. The gold and silver chain that sold the hiphop wind before the opening of the business was confirmed. The price of the necklace ranged from 1300 yuan to 19800 yuan, and the cheapest one was 580-720 yuan earrings.

All these goods are pre sold and shipped at the latest by January 8, 2019.

And the tide brand clothes that had been suspected before did not appear.

ACE brand has said it will focus on making jewelry.

Wu Yifan's personal brand ace, together with a jewelry company, is lucky to be like me (Beijing) jewellery Limited.

It is precisely this company and Wu Yifan jointly set up a new company -- Tianjin Xingyun culture development.

Therefore, the brand of ace has Wu Yifan's aura before Taiwan, and it is lucky for me to run it after Taiwan.

Fortunately, as I was founded in February 2018, I have my own jewellery brand luckyme, which sells platinum, gold and diamond ornaments. The products are on the line.

The star wants to choose a partner to start a company, push personal brand, with Wu Yifan's influence, can choose some household jewellery big coffee, rather than just 10 months of luck like me.

Millet background is a key factor.

Wu Yifan is the spokesman for millet, and Sun Xiaoyi's luck, like me, got the investment from Xiaomi in March 2018.

Then, millet executives rushed the boat.

It is understood that lucky Wu Yifan and I are the co founders and vice president Liu De of millet.

Liu De is the builders of the entire millet ecosystem, and Sun Xiaoyi's luck is like I am one of the millet ecological chain enterprises.

Fortunately, if I position myself as the only jewelry supplier in the chain of millet ecology chain.

And when Xiaomi landed on the Hong Kong stock market in August this year, the gold and silver commemorative medal issued by Xiaomi also came from my luck.

Online flash

On the eve of the opening of the store, there was no commodity on the shelves. On micro-blog, the topic of Wu Yifan brand was already fermented. Wu Yi Fan's Tmall store also assembled 30 thousand fans.

At 8 o'clock on December 28th, shops are on time, baby.

20 minutes later, the biggest selling item was the cheapest 925 silver synthetic jewel stud (580-780 yuan), with 69 sales.

At this time, the volume of Tiger Pendant with a price of 12800 yuan is 0 yuan, with a turnover of 319800 yuan.

It can be speculated that the number of baby shelves is limited, and the pre-sale system should be used to test consumer preferences and quantitative production.

Unexpectedly, it opened for second days - in December 29th, ACE Tmall shop took the initiative to put all the treasures on its shelves.

Many of the shop's Micro message is "robbed so quickly".

At 9 in the morning, in addition to the voice of "replenishment" in the comment area, the new market is also sprouting: some buyers have taken two necklaces and want to sell one. Some buyers have locked the baby and haven't paid yet, asking others if they want it.

Subsequently, the ACE brand public number announced that "the first phase of the product has been sold out, and the second phase is still in production."

And said, ACE Tmall store next time will be on January 9, 2019.

Hurry up and come out.

The mode ACE is now using is very much like the online flash store.

The flash shop, commonly known as Pop-up shop, is characterized by a long stay in one place, more emphasis on marketing than sales.

Because of the strong fan effect of Wu Yifan, it can gather potential energy in a very short time, and quickly form brand communication and purchase.

Compared with the traditional Taobao or Tmall stores, it needs to rely on the store's own new and promotions to pull new and sales. ACE prefers event marketing, such as sending signals to micro-blog on the platform outside Tmall's flagship store, attracting people to gather, and letting traffic flow like a bullet to ace Tmall store.

In addition, the number of on-line products is not enough, which also creates a scarcity. For example, some users take many products, some remain, some try to change hands, which means that the products themselves can also become fans' collectibles.

If it is more profitable, the cattle will be admitted.

However, there is another problem in the ACE Tmall store that goes through the flash route. After a day on the line, the baby is all off shelves. How do the users who buy the goods evaluate the feedback?

However, the commodities on the shelves also prevented the emergence of negative feedback and malicious bad reviews and helped maintain the early image of the brand.

Is it expensive?

Outsiders pay more attention to the pricing of new brands.

Wu Yifan has a SKR debate on the history of tiger diving forum, as expected, there are also related topics - "Wu Yifan personal brand A.C.E on-line, what price level?"

They generally believe that the use of 925 silver raw materials, which is lower than the purity of silver 999 Silver, the actual cost is very low, fans are paying a high price to buy Wu Yifan aura.

A jewelry wholesaler told 36 krypton, the price of 925 silver was 3 yuan / gram, plus labor cost, the price was 5 yuan a gram, "synthetic cubic zirconia = zircon, the value is almost the same as the glass ball, the chalcedony is also a cheap gem."

So ACE launched 2800 yuan, 925 silver and synthetic CUBIC ZIRCONIA NECKLACE, and the most expensive 19800 of 925 silver plus chalcedony necklace, raw materials, it is really not cost-effective.

But a jewelry customization designer believes that the premium comes from design.

If you want them to make the exact same products, the starting fee is 500 and the processing cost is 1000. Because of the complicated process, it is necessary for the master to make the handwork, so copying the tiger Shaped Pendant with the original price of 2800 will cost more than 2000 yuan.

However, the cost of printing is only required once, that is to say, the original copy is two thousand, but if it is mass production, the cost can be controlled under 2000 yuan.

According to the standard of brand grade, the price of ACE is light luxury level, similar to SWAROVSKI.

Moreover, ACE claims that it is only working with the first generation factory of luxury goods. Fortunately, Wu Yifan's new partners are like me, also the foundry of Chaumet (Shang Mei) Paris Tifanny&Co (Tiffany).

All brands have premium, which is the symbiotic relationship between brand design and consumer identification, supporting the brand.

For Patek Philippe and Hermes, people will not question the cost performance.

Rather than people questioning the cost, they are questioning whether Wu Yifan can support the premium of ACE's new brand.

Tiger puser kemmm commented, "twenty thousand buy Gucci Cartire and twenty thousand buy Wu Yifan brand, can you take the same?

Like 8000 bought double AJ and 8000 bought a pair of Jordan, try it out. "

Not to earn fans' money.

In addition to questioning the pricing, the tiger PPU even questioned Wu Yifan's personal brand sales heat - it was a false purchase, and the situation was true.

At present, there are two Wu Yifan Necklace found on salted fish, but there are not many ace inquiries.

The original price of 2800, the pfer price of 3500 - 3 respondents (casual fish show as wanted), the original price of 1600, the pfer price of 1850 - 13 respondents.

As for the harvest fans, the brand side retorts, "if ACE is established to earn fans' money, we don't need to do the tide ornaments. We can directly sell 99 yuan T-shirts and hats, and add all the elements that everyone can afford, and fans will like it."

It is reported that ACE wants to be a niche brand. A reference brand that may be close to is Hollywood luxury brand Chrome Hearts.

Because we do not make money for the masses, the most important thing for minority brands is to identify with the fans of brand ideas.

Similarly, the use of 925 silver as raw material of the heart of Crohn, tens of thousands of pricing, and no one will question.

Other high premium niche products are like hyper run and supreme.

When they form echoes with specific groups, the brand crossover is very imaginative.

For example, supreme has jointly named a brand of LV, NIKE, vans, Jordan Brand, Champion and so on, and continues to use the joint name to reach different tide level crowd of different circles.

So where are the fans who identify with ace?

Obviously, it is not entirely in fans.

Although Wu Yifan's personal wave card has been launched, fans have responded enthusiastically, but they agree that Wu Yifan is not necessarily street culture.

The problem in front of ACE is to get out of the circle, that is, to identify the identity of the ace concept outside the fans circle.

Next, ACE may want to use flash to the extreme, join the club or Flash shop to reach people who truly agree with the tide brand attitude and street culture.

Although the early fans can make a difference with the fans, the contradictions may also be buried: Wu Yifan's fans, mostly young women, will cheer Wu Yifan at any time. It seems more likely that ace will become a collection of fans, rather than a tidal wave of supreme.