Shang: self-created travel box brand does not depend on the fan economy

Absrtact: At the beginning of September, in a hotel in North four ring road of Beijing, Tencent Technology saw singer Shang. She sat quietly at a table, with all kinds of make-up tools and makeup on her desk, preparing for the program to be recorded the night before. This autumn

At the beginning of September, in a hotel in North four ring road of Beijing, Tencent Technology saw singer Shang. She sat quietly at a table, with all kinds of make-up tools and makeup on her desk, preparing for the program to be recorded the night before.

This fall, singer Shang busier than ever, one is to record Oriental TV's fashion reality show "The Goddess of the new clothes," another, more landmark for her is the launch of their own personal fashion brand-Shang team and yoho! have a joint production of a transparent suitcase ma puce 6.

Ma puce in French, meaning "my dear". Ma Puce This brand was born in 2009, when Shang out a record of the same name, to promote the attitude of fashion life, when the record of derivatives such as T-shirts closer to the fan economy, attached to the music, and did not regard it as a pure commercial brand to operate.

Five years later, Shang put it into real product, September 16, the Luggage box on line yoho! have goods, cat and other electric platform, pricing 600 yuan-700 yuan.

This product with Shang fashion, personal imprint of personality, but she does not want to use the "fan economy" to summarize its business model, fashion, personality of the younger people, will be the user of this product group; For the personal role, Shang that the identity of the investor and the operator is more consistent with her than the spokesperson, She hopes this product is a good start, outside the music, opened up another world, to regain their own market in the old line, to show her business acumen.

The suitcase market is blue sea

Yoho! has already had the goods such as Edison Chen, Luo, Xu Hao Ying, JJ Lin, Wake up, weekly Pen Chang, Li Chansen and other artists fashion brand. Yoho! have goods President Shang Smile said, for artists, clothing and hats and other categories easy extension, endorsement, etc. is also the most natural image transition. But from the point of view of commercial competition, many people stepped into this field, and gradually became the Red Sea market.

In many categories, the travel box market is blue ocean. Shang himself is not only a digital person, but also a travel box enthusiasts. She found that the travel box market demand has been growing, but there is no particularly successful domestic brands, the design of the travel box is mostly foreign brands. Domestic consumers have left their suitcases at the level of shipments, and foreign countries have been able to present them as fashion accessories to show their individuality.

"The suitcase market has not changed for a long time, this product is suitable for us to subvert and revolution." "Shang said. This idea coincides with the cross-border and subversive ideas that have prevailed in the Internet industry this year-with the vast user base, industries and products that have not changed for years, are being subverted by the internet and mobile Internet.

Ma puce 6 users are targeting young, personality-rich groups of people. The meaning of transparency is to "proclaim me." ”

"Xuan I actually like me, just like micro-letters, I put all my things out, in order to make others like me." "The development of the Internet and social media has made people more willing to show their lives, spiritual and material worlds, as well as design inspiration," Shang said.

The largest design selling point of the suitcase is transparent, but by using different linings and coats, the appearance of the suitcase is given to the user, "allowing consumers to design and fiddle with their own products, in line with new, younger consumer trends." ”

No fan economy

Ma Puce 6 is a Shang joint investment brand, but Shang does not want to use the fan economy to define his business model, and she would prefer to do it simply as an investor and operator of the brand.

In the past Star brand practice, public figures themselves to intervene in product development and management most of the majority stay in the fan economy in one area. Shang doesn't want to make his brand too narrow. "The fan economy is a relatively closed system, making decisions for fans in research and development and marketing, inadvertently ignoring groups outside of fans, but these neglected groups are the larger market for products and an exclusive mechanism." ”

She thinks it's important to define a business model from the start: Any closed mechanism will eventually be problematic and not a healthy model for a product. "It's not like I have nothing to do with it, and my fan group will have a certain boost in the first part of his business information dissemination," he said. ”

Shang explicitly separate investors and spokesmen: "If possible in the future, I may find a more suitable than me to endorse this, but not me, I can run it, but I do not represent his consumer groups, at least in the anastomosis, not the most consistent with a person." ”

Half an hour to decide to cooperate with yoho!.

Yoho! have goods as the domestic largest power distribution platform, before and Shang team has not too much intersection.

About half a year ago, a chance, yoho! market director Ningian and Shang partner Niecen when talking about the artist expands, mentions to do the star Fashion tide card, both sides hit, before and after less than half an hour, finalized the initial cooperation intention.

The conclusion of cooperation is so rapid and fit. "The target market of our brand has a very high degree of yoho! market." Basically 80% of consumers are the target market for this product. Specifically to this brand, we both the brand positioning, the idea is very consistent, this is the most important. "Shang said.

But it's not easy to really produce a suitcase.

In terms of material, the current market relatively strong suitcase are used ABS materials, a little better will be the use of abs+pc materials, more resistant to impact. Ma Puce 6 uses a pure PC material that can even be used for bulletproof glass fabrication. "The cost of the suitcase is much more expensive than the other suitcases," Cong said. ”

As with the mobile phone test, a bag also needs to pass thousands of drop experiments, thousands of kilometers conveyor belt roller experiment, shockproof performance and other tests, and even the travel box fell down the powder materials also need to analyze whether the harmful ingredients of the human body, after more than 100 test, before the listing.

In terms of workmanship, MA Puce 6 found a famous brand new beauty of luggage Factory rookie group cooperation. Cong recall, in order to do a good job, yoho! have goods and Shang team many times to the factory view, by the beginning of August this year, the sample box out, both sides also raised more than 40 amendments to further improve the views.

Why Shang?

If the Shang is positioned on the singer, it may be only half right. After many years in the entertainment circle, to do their own brand, Shang called himself "back to the old bank."

Shang graduated from the French department of Fudan University and went to work in a legal company after graduating from college. "I grew up before the background of the enterprise, market this piece, work is to operate or manage products, markets these things." This field is my old line. ”

Shang also admits that, with the product, it may distract a part of the work, but she feels "fine now." ”

Shang own work is mainly two, one is to participate in the big decision making, another build team. At present, Shang has established two teams of electric dealers and entertainment marketing. "It's okay to hold these ends for the time being." ”

"From now on, this brand is another business as important as my music career, two parallel developments, and the management of brands." ”

The suitcase is the first series of Ma Puce. Shang revealed that there are a number of products are being developed, after each brand such as Ma Puce1, 2, 3, 4, 7, 8, 9, 12, these will represent a variety of product categories, but the brand positioning in the fashion lifestyle.

In addition to Shang as investors, before, Plume, Li Bingbing, xiaoming and so on in the Internet industry has become investors.

When it comes to celebrity investors, "it's not as good as you think, and I think it's more bad." ”

In her view, stars or artists in music or film and television circles, most of the thinking is biased, artistic thinking, most people operating brands, operating products is a completely unfamiliar field, even he is particularly bad at things.

"On the brand, I don't think celebrities have any advantage, someone does it because of his ability, it is related to people, not with the identity of celebrities." "Shang said.