Roseonly declassified before the Tanabata: "Two people" is the main force

Abstract: "Editor's note" "Small time 3" high profile implantation again let roseonly fire. This beginning last year with a lifetime only send one person idea unceasingly stimulates the crazy male YUANNV the high-end flower brand, has completed several rounds of financing in just 1.5, has valued billion dollars, lets

"Editor's note" "Small time 3" high profile implant again let roseonly fire. This from last year began with a "life only send one person" concept constantly stimulate the YUANNV male high-end flower brand, in just 1.5 completed a few rounds of financing, valued billion dollars, so that in the capital of the winter period of the electric dealers envy envy hate.

"Life only send one person", this seemingly imprisoned users, the logic of the trap, how to let roseonly continue to maintain the attractiveness of new customers, and the old customers "fresh"? Billion power network recently contacted Roseonly Senior management, the other side introduced roseonly with luxury brand operation logic management of small customers, as well as the internal secrets of teasing users.

The rich second-generation in the little age 3 happens to be one of Roseonly's client types.

"Two people" is the main force.

Either famous or rich, this is the most typical of the two types of customers roseonly. Roseonly has not disclosed its current total number of registered users to the outside world, but its introduction, roseonly Weibo, micro-letter, website users add up already more than million.

Roseonly most famous customer is Xiaolu, Lin, Yundi, Feng Shao, Yang, Jiong, and other entertainment circle star. In addition to serving as the opinion leader in Word-of-mouth marketing, this group of users is Roseonly's key target customers, and similar to the well-known entrepreneurs, television producers, fashion media editor.

In addition to this type of users, there are a number of not well-known, but have the financial resources of young users: The age between 20~35岁, living in the one or two-line city, the most typical is the returnees, or "small time" in the second generation of the rich, "with a higher standard of living and quality of life requirements, will not be preoccupied with the price." ”

Of course, roseonly is not always "high place is too cold", in order to take care of more popular users, it specializes in opening up the Son brand "Love by Roseonly", expand friends and relatives, teachers, girlfriends, colleagues, business and other use of the scene, but also focus on a higher cost-effective.

According to Roseonly senior revealed that its users appear younger trend, and send flowers is not only the proposal, anniversaries such a big day, birthdays, Christmas and other ordinary festivals are also becoming the time to send flowers.

Four strokes tease the old user

Gao Ke Price of the category almost all can not open a low repeat purchase rate of the knot. This is roseonly once let the outside world for its Khanyi important worry-after all, people cannot send expensive flowers as a potluck.

According to Roseonly, the current user's repeat purchase rate is maintained at an average annual 3~4 level. "How to continuously stimulate the user, increase contact with the user" become roseonly has been groping the subject. Roseonly senior to billion power network introduced the following several "teaser" User experience:

1, from the media interaction

According to the above high-level introduction, in micro-bo, micro-letter, official website, physical stores, such as several channels, micro-letter and physical store is the best way to interact with customers. Roseonly on the micro-letter of a more mature play is: Regularly collect the user's true love story, through the micro-letter release. On the one hand, let the old user and roseonly more closely, on the other hand can touch more new users.

Photo of Roseonly Micro-trust Mall

2, push new products, extension category

Keep out of the new, is an important means of keeping users fresh. New brand, new category, new style, can not fall. According to billion power network to understand, in addition to the main category of flowers, Roseonly is also involved in the eternal rose, lovers scarf, rose flavor of the chocolate and other related categories, and sales are not small. Roseonly founder Boys has introduced in public, roseonly more than half of the sales from the non-flower category.