Roseonly Fan Economy

Again to the Tanabata! It's a season of thousands of teenage boys and girls all over the street holding a rose. Of course, how many people crowded the restaurant, the hotel is full, how many people alone, the Valentine's Day as a Singles Day! Over the years, there are many young boys and girls who love each other so much that they have a lot of money to spend on Valentine's Day. This is not, the Tanabata aggressively film in the small age we saw roseonly implantation. It's the two years that have sprung up, but the controversial brand, we can remember the story around the roseonly including a bit of marketing and fans of the economy, high-end high price positioning, blood spray model car to send flowers, including New Wengwen fashion group Tencent, and many other front-line investors.

Many people despise, Dingge also once improper one thing, always feel that it is to meet the vanity, but asked to the side of the next, Roseonly also really have a great reputation. Roseonly undoubtedly in the fan marketing is very successful, then he is how to carry out the fan marketing, how fast to do the brand popular? All this let Tingolai to solve the answer to everyone.

Set Heart anchor

Network Flower Shop is not roseonly first, the history of Chinese network Florist can write several books. Roseonly is the product of a sudden fire in the social media age. In the roseonly before a number of network flower shop is also a vivid, these flower shop mainly through various guests to share their flower story brought many fans of onlookers to get the spread of the effect, in Sina Weibo gathered a large number of fans. But when Roseonly turned out, he rolled 200,000 fans in seven days. All this is because Roseonly has a set of heart anchor words: "Life only send one person"!

Don't underestimate this sentence. Roseonly did not stop at the level of sharing customer stories, but from the values of demand, to the user set a heart anchor, so that all its positioning, marketing, pricing all rationalization.

The so-called Heart anchor is a psychological word (anchor), a bit like positioning. That is to say, throw an anchor in your heart and put a certain mental state in your heart in a way that is tied to something. Then ask here, in the relationship between men and women, what kind of goods are used to express love only one person in a lifetime? Yes, diamonds. The Diamond lasts forever!

So when roseonly in a lifetime to send only one person this value appeal, is actually successful in your heart next anchor. Think that the diamond is not expensive? At least tens of thousands of, that roseonly 1000 is still expensive? This ratio, your heart will feel that 1000 dollars is not expensive. Not to mention the diamond is to propose to send, that love courtship time what should be sent? If you don't have a special item in your heart to fill, roseonly will naturally help you fill it up. This is the strength of the anchor!roseonly in the heart of the anchor set far more than other flower shop! The subsequent popularity of the degree of comparison can be imagined. Many girls now expect to receive roseonly such gifts on Valentine's Day, the Tanabata festival, and Christmas.

The spread of Star Big V

It is not enough to set the heart anchor, but the heart anchor is strong, but it needs to be spread. The reason why a fan economy must become an economy is to have huge fans. Or you set a heart anchor, at most, to win a fan, not to mention the economy. In the spread of Word-of-mouth in social media. "Life only send one person" is a slogan or set the heart anchor, but in the propagation path roseonly took two paths, Dingge think do very smart, it is worth a lot of brands to follow!

The first path is star spread! The spread of star paths is more of a fan that affects those who are sentimental. For sentimental fans, they are loyal to idols. An idol's way of life can easily become their own way of life. So when Xiaolu first forwarded the roseonly, it quickly caused the domino effect of the other stars forwarding along. For a moment, roseonly a big effect on the fans of the stars and converted some of the star fans into roseonly fans.

The second path is a professional path! That is, by Roseonly's overnight fame, caused by the Internet's major financial and scientific media, opinion leaders, micro-Broad V's attention and discussion! This path captures a relatively rational fan. These two paths, cross spread, mutual influence, you have me, I have you, and finally achieved 7 days crazy 200,000 micro Bo fan miracle!

Impacting corporate fans from consumer fans

Roseonly in the first year of entrepreneurship, by investors hot, and quickly got Tencent tens of millions of dollars in investment, valued billion! Then Roseonly began to make more breakthroughs and try. Two major strategies are worth exploring. The first is to go from line to line. With the professional word is O2O, that is, roseonly need to fall. The online accumulation of brand and influence to the offline, impact offline consumer groups, and bring their own fan consumption scenes. The second strategy is to turn the influence of consumer fans into business, from C to B.

This is an interesting new brand phenomenon that can be explored. We know that in the past, you can not say yourself as a high-end brand. Brands need to accumulate over the years. This has a weak brand to climb a strong brand occasion marketing. For example, the coach opened the shop next to Lv, where the LV opened, where the coach opened. Samsung, for example, has asked a variety of PR company Media to take a comparison with Samsung when it comes to Apple, allowing consumers to perceive Samsung as a strong brand like Apple. But Roseonly was born, relying on social media to shape a "high-end brand" image. And because of the fanatical influence of social media on young fans, traditional strong brands are conversely climbing roseonly.

Electric business platform in Beijing East, in order to invite Roseonly in Beijing East Open shop, in the Beijing-east pop platform for up to 10 days of time occupied Jingdong home, luxury channel and its external push resources of all the main positions. The company's many brands actively buy roseonly bouquets to send users, only to win the favor of young users. Mercedes-Benz's smart engaged in an event, inviting the Superman model dad Tian, Guo and his wife for Valentine's Day to receive the card of the newlyweds to send a surprise gift, in the Red Star couple blessing in the marriage. And this gift chose Roseonly, and live live. The luxury brands under LVMH have designated roseonly in their party for their exclusive use, simply because LV felt the need to find a forced lattice and its high flower suppliers.

Summary

Although there are many controversies surrounding the roseonly, the Tanabata has not yet arrived, 30,000 bunches of roseonly flowers are booked. Think of 1000 dollars now really for the consumer speaking, it is nothing. Especially on Valentine's Day, there are always a group of consumers, whether they are real or b, willing to hit the money. Roseonly in peacetime sales compared to holiday sales are a lot worse. On the one hand I feel very normal, on the other hand I also noticed that roseonly is also actively to B-end customers to extend the daily demand for flowers.

I think roseonly to many brand operators today is the biggest inspiration. In the past it is difficult to speak from the words can be a brand from the law of Roseonly broke. The roseonly phenomenon means that a new brand can be built quickly through social media today. This is a far cry from the tradition that we understand that brands need years of precipitation to gain a reputation. The main reason behind this is the great dispersion of attention today in the mobile Internet and social media era, so that whoever can be king in social media can influence young people to the fullest extent. Perhaps more brands in the future will be able to derive inspiration from Roseonly's success and achieve similar success!

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The author introduces: Tingchenling, the domestic well-known Internet electric dealer expert, the science and technology from the media person. 2013 became the Dcci selection of technology from the media 30 people. Dedicated to the study of Internet thinking, traditional enterprise Internet transformation. Is Johnson, Cyts, Lenovo and other well-known enterprises of the Internet consultant and trainer. Graduated from the Department of Electronic Engineering, National University of Singapore, and has been enrolled in the American business Certificate course at Stanford University in the United States. Welcome to him. Micro-letter public number: Tingchenling