Another business that has been a hit in the industry because of its ingenious use of Internet thinking

After the "Huang Taigi" "Ma Jiajia", but also a clever application of "internet thinking" and in the industry has been a hit business. For Chinese audiences, the story of entrepreneurial enrichment has always had a big selling point, and the internet has put a dazzling label on such stories. However, after the "internet thinking" craze receded, people returned to rational thinking: Does the cool model conform to the basic business logic?

"Internet thinking" selling flowers in the industry's reputation roseonly again aroused concern. Roseonly Shanghai Physical store planned to open on March 30, a micro-blog said: "Roseonly" when the eight senior executives all left.

Starting from January 4, 2013 to date, roseonly not only got the three-wheeled investment, but also the single brand Roseonly extended to the daily Flowers "love" and luxury custom wedding flowers, such as three brands, open the momentum of the Territory to expand the soil unstoppable.

With the original "Huang Taigi" "Carving beef Brisket" with the use of Internet thinking a shot of the case, the upsurge receded, the rest is the cold reality. In addition to being rumored to have "executive leave", Roseonly's sales have been flat, and the business model has again sparked a rethink after "the Storm".

Executives leaving the clouds

Roseonly's sales record in the cat shop is not as satisfactory as it was, as of March 25, 2014, with no more than 120 single items sold.

"A friend entrusted me to find a job, I said you are not in that network hype Special Cow x network flower shop do good?" ' Exterior scenery '. ' Do you think it would be all right to leave all eight executives at the start? ' he said. Ask details, vague. Just say, anyway take the investor's money to burn, nothing to lose well. "A few days ago, Sina micro-blog certification for the Chengdu Heavenly Friends Director of the Tingchenling on Weibo on the microblog sent such a micro-blog."

Such a microblog sparked speculation in the industry about what happened to the company, which was so good at marketing and having multiple rounds of investment. "China business newspaper" reporters to Tingchenling, Ding said this micro-blog The company described is roseonly.

However, the roseonly related officials denied this. "The content of this microblog really can't stand scrutiny, it's a rumor." Roseonly related Personnel March 26 to this reporter said, now the original blogger has deleted the micro-blog. According to the person in charge, the company Boys General Manager and three VP (VP) are in the company. The company function Department currently has 100 supposedly person, each department head has the change also is normal, the company enters the person to be more.

For Roseonly's response, Tingchenling said: "My friend let me delete, I protect her not with them exhausted." ”

In the industry's view, for start-up companies, the so-called executive turnover on the company's impact is not big. However, some investors also pointed out that the stability of the team is an important aspect of observing the company, if the real appearance of large-area turnover shows that the company has undergone major changes.

Smoke。 In this "saliva war" behind, is roseonly facing the management pressure. Reporter learned that roseonly in the Cat shop sales record performance is not satisfactory, as of March 25, 2014, the most sales of the single goods not more than 120 orders.

This reporter learned that March roseonly team also to Shanghai, an investment company to exchange communication. It is a company that has been set up for more than a year and then raised funds after it has been funded by the rounds. The move also allowed the industry to question the cash flow of its companies.

High-profile show no sales

Generally speaking, the new brand in the days of the cat sales should exceed the official website sales, after all, users will not buy a bunch of flowers to go to the company's website to register once.

Roseonly is Boys in 2013 founded the internet Flower brand, the company was founded within one year has completed the Tricycle financing, because the main "life only send one person" concept quickly became popular, become a new benchmark. Roseonly positioning high-end, it sells roses also expensive, and ordinary flower shop sales 5~20 Yuan A rose is different, it can sell to 999 yuan a flower.

Roseonly in the brand building up a little time, the first to add emotional factors to flowers: "Life only send one person", of course, flowers are also imported from abroad good flowers. Roseonly in Beijing using the "Mini car + male model" of the flowers. From the marketing approach, and the same year Huang Taigi beautiful wife opened Audi TT sent to sell the same, triggering the eye effect, but also by the industry questioned show traces obvious.

Even some people ridicule: "1.9-meter of foreign handsome men open the mini to send you flowers, this 999 yuan inside 600 yuan is by the door of the old man to spend the Express." "It is true that Roseonly is running for luxuries."

Boys previously accepted this newspaper reporter said, roseonly target group is willing to accept the brand of high consumption group, not do the mass flower market. and June Consulting Group Partners Jin Yin and think, roseonly "Love" brand story behind the corresponding is a commitment, commitment to have to bear, bear also need to be willing to spend money, so roseonly high price and brand positioning is matching.

For such a clear positioning of the brand, the industry is optimistic, but to create such a brand cost is also huge. For example, last year invited a very hot "where Dad" program Zhang father and son to send flowers, this time in Shanghai opened shop also engaged in modeling the activities of flowers, these are the need to spend money to do the show.

But money is spent, there is not necessarily a well-known flow of sales. "People always think they are famous, they must be very successful." "This is not the case, if the product is not extreme, marketing can not be the ultimate, product and marketing at least in the internet age is causal relationship, it can not be the cart before the horse." In the flowers industry, Roseonly's products are simple, and the design is not complex.

At present, Roseonly Cat, official website, physical stores and micro-letter four kinds of sales channels, the day Cat and the official website is the earliest sales platform, but roseonly cat shop sales data is not optimistic, selling the best single goods not more than 120 single, other brand sales lower.

Roseonly said that the company's main push is the official website platform, official website sales accounted for 80% of the online sales share. And love still flowers of the data, love still flowers CEO Shian recently interviewed, said the flow of the landing platform to obtain lower cost. 2013, 2014, from the major electric power companies open platform sales have accounted for 60%.

Jin Yin and then think, generally speaking, this kind of new brand in the day cat sales should be more than the official website sales, after all, users will not buy a bunch of flowers to go to the company's website to register once.

The paradox of pattern emerges

At present, to do flower electric business is the two models, one is with the local flower shop cooperation, local distribution, the other is roseonly this kind of courier matching, but its current cold chain curtilage does not do up.

Because of the "reputation" outside, consumers are particularly high expectations of it, but also from time to time consumers on Weibo spit slot. For example, the recent real-name certification users complain: "Clearly has withered flowers, sold to customers, customer service no apology sincerity, claiming that this is a normal product." ”

In response to these circumstances, roseonly public relations staff said that the flowers are fresh goods, the company packaging delivery will be delivered according to the stipulated time, may be the consignee's mobile phone for a while, let people collect, wait until the consignee hand on this. It is possible that companies will never sell withered flowers.

It is true that fresh flowers need precise management skills, otherwise, the breakage rate is very high. In the last year of the festival may be because the purchase of people beyond the company's imagination, many people in the day did not receive flowers on time. This has to let roseonly make the corresponding compensation.

Flower Art Online CEO Tri Yurong told reporters, flower distribution than send a piece of meat requirements higher, moisture and temperature are very high requirements. Now do flower electric business is two models, one is with the local flower shop cooperation, local distribution, another is roseonly this kind of express package, but its current cold chain curtilage does not do up.

In Jin Yin and see, roseonly existence pattern predicament, at present the company has not found a good breakthrough method. His analysis, roseonly can be described as a brand positioning failure also here. Brand positioning is very clear, a flagship "life only to send one person" value proposition of high-end flowers, personality has a bright story, but its brand of limited scalability, limited the repeat purchase rate and group coverage.

"The biggest challenge is the company's failure to scale the volume." Jin Yin and says the brand features of this "special situation" make roseonly stand out from the rest of the florist. By contrast, so expensive flowers people only in a special period of consumption, customer unit price is not low and repeat the frequency of purchase is limited. Tri Yurong also think, from the pursuit of girls deceptive happy angle, roseonly can give a person pleasantly surprised, but a surprise is enough. This group of people have a good feeling about the new things but it is difficult to retain, but even if only one time the market is big enough, of course, the cost of marketing is also difficult to fall down.