Roseonly: The "Only Love You" concept of love

With the increasingly clear pattern of the electric business, the interest in the field of the electric business is not as good as before. In such a market environment, Flower electric business roseonly successfully obtained up to nearly tens of millions of dollars in the round of financing, once again aroused concern in the industry.

It is reported that this is the flower of the vertical electric roseonly in the establishment of less than a year to obtain a third round of investment, financing speed almost record.

Exhausted all the things will "sell goods" into "selling feelings", thereby giving the platform a unique commodity values, is roseonly left the industry's main impression.

The "Only Love You" concept of love

Roseonly main Rose, to "a lifetime only send a person" for the business philosophy, the price is often used to express sweet love between the number of combinations, such as 3 flower price 520 yuan, meaning "I love You", 18 flower price 1314 yuan, meaning for "life."

Roseonly will "buy and sell goods" into "Guardian love", to the concept of love will be the flower industry to create their own brand of electricity goods.

At present, roseonly mostly through the network channels to sell products, when consumers go to the official website to buy Roseonly products fill out information, will be reminded: Roseonly Rose, a lifetime can only give a woman. The product wants to send a signal: roseonly witness, you are the only one in his life. A female researcher has analyzed this, the male wants to capture the female heart, besides expresses "I love you" outside, more important is "I Only Love You" the manifesto.

Roseonly Although "life only send a person" is Roseonly's main business philosophy, but Roseonly did not limit the market in the lover, roseonly flowers can also give parents and other relatives. This in the expansion of its market, but also by other flower electric dealers think "life only send one person" concept is just roseonly gimmick.

But female consumers are quite buying into the idea of marketing. According to an analysis by a power trader, women always love this conceptual romance, just as they treat diamonds and luxury goods. From the Roseonly Weibo forwarded users to see, most ordinary users in the proposal, Valentine's Day and other special circumstances to buy the brand flowers.

Solve the problem of sourcing suppliers

Roseonly also has a corresponding explanation for how to build the uniqueness of products at the sourcing level.

Founder Boys has told the media that most of the roses in the store are from the Amazon basin, located in the Andes at an altitude of more than 3,000 meters high in the Ecuadorian region. Because this is the equatorial area, high altitude, plus sunny, volcanic soil fertile, is the rose to find the most beautiful growth environment, here, it can bloom all year round.

He said that when choosing the roses to be picked, only the flowers big enough, the stem length of more than 1.5 meters of roses will be selected. Boys, the supplier of roses to them, is a family business that runs for generations. They have the annual output value of 50 million dollars rose Garden, by supplying the European royal family, so the product called the Royal rose. To this end, Roseonly has to pay the highest purchase price.

After the harvest link is completed, the rose will be imported by air within 48 hours, then through FedEx, Shun Fung Express in 24 hours to reach the country 300 cities. This kind of online pre-sale and third party distribution makes roseonly basically achieve zero inventory.

At the same time, roseonly paper, flower box as an important part of product design. For example, for roseonly flower, flower box, appearance and other design applications for a patent.

Pay attention to social economy

Roseonly official Weibo fan number has reached 480,000, according to the source, through micro-blog to enter its official website of the flow rate of more than 50%. In fact, Roseonly was first known by Weibo and micro-credit marketing.

Roseonly started selling Roses February 14 this year, and the founders began frantically "sweeping" micro-credit circles and microblogs before the Spring Festival. Sogou's Wang Xiaoquan, the New hope of Liu Chang (Weibo), The century Jiayuan gong (Weibo), and some of the stars have forwarded its microblog. After that, Roseonly will Lin, Lang and other stars holding roseonly flowers in the social circle of photos of large-scale transmission, but also with the event of marketing, such as Jiane hand roseonly to Xiaolu, and so on, frequently appear in a variety of people eyeball entertainment news, enhance brand awareness.

And in September this year, roseonly dedicated flower shop opened the first offline entity shop, and immediately to the brand to join the public service elements, with Yapeng cooperation, the introduction of the Flower of Love "yan Flower" will be fixed sales profits will be donated to the Angel of the Fund.

"Gao Fu Shuai" courier

In order to create brand image, the staff's instrument also has the request. It is understood that, at present, many luxury brands in addition to the staff wearing appearance, such as strict requirements, the travel tools also have provisions, such as employees must play rental, not crowded bus and so on.

In addition to professional delivery services, Roseonly also wants to match the image of the delivery person to the brand. In the Beijing CBD, they even hired a tall, handsome, blond and blue-eyed foreign boy to deliver. High-standard packaging box, plus handsome "foreigner", earn enough eyeballs.

Control scale

According to media reports, the site online so far, roseonly August sales have been nearly million. But at present there is no large-scale expansion in addition to the opening of a physical store. In Boys's view, brands still need to spend time nurturing.

However, Roseonly is also constantly exploring product diversification. In addition to roseonly original flower products, the eternal Rose category has been online. Recently, Roseonly also launched a new category--roseonly chocolate, a box of 9, price 999 yuan.

Dilemma: Low threshold easy to copy

With the help of a series of concept cards, roseonly positioning of high-end light luxury marketing effect played a role. However, in the current flower market, roseonly business model has not been innovative innovation, concepts, quality, social, packaging, etc. are very easy to imitate, lack of core competitiveness and not replicable, it is difficult to determine how long the heat can be maintained.

Competitor, to the Beast Pie Flower Shop as the representative, also through the story marketing exerting the social channel, will the bouquet price sell expensive, but the sales increase, with roseonly grab food market.

The high-end flower market in the future there will be an endless stream of imitators to emulate the roseonly business model. How to maintain high profitability while maintaining the user's purchasing power is a problem that has to be considered.