Roses and luxuries: The kernel is the "story"

Guide: Roseonly Boys that "I am not an internet company, but a luxury brand company, the Internet is only means and channels."
This is the first time I have visited Roseonly, the location of the office located in three Li Tun such a position, looking at the first real store in Swire North District, while the North District is Armani, Lanvin, Marni and other luxury brands, perhaps in the heart of Boys, has long been hiding a dream of creating luxury.

Roseonly should have been famous that I don't need to spend too much time on the product itself, this flower has been in the red for the past 1.5 years, and even when I wrote this article, I wondered whether every angle I thought for roseonly had been discussed because it was in the last 1.5 , it's too hot.

Admittedly, roseonly is a different kind of appearance. January 4, 2013, Roseonly set up, take "love you Lifelong" kindness head. At the beginning of February, roseonly official online line, pre-sale limit of 99, unit price 999 yuan, 12 to install Valentine's Day roses. Boys mobilize their own circle of contacts, in the micro-trust friends circle to Yell, Sogou CEO Wang Xiaoquan, New Hope Group founder Liu daughter Liu Chang, century Jia Yuan founder Gong are involved in forwarding. February 10, its Valentine's Day Rose was snapped early.

Since then, from Valentine's Day to white Valentine's Day (March 14), Mother's Day, Tanabata Valentine's Day, every can ammunition festival, micro-blog on Xiaolu, Yang, Yundi, Lin, Feng Shao and other stars all take turns to bask in Roseonly rose. August, Roseonly rose and brand concept with the male guest si (actress Li brother) debut "Non-interference", the site visited a sudden surge.

Under the guidance of the stars and opinion leaders, ordinary consumers are racing to get their own sheets on social networks. Suppose in the office, there is a person received roseonly flowers, will instantly become the entire office of Stars, Bai Fumi through micro-letter micro-Bo sun rose Show Happiness, will also attract other girls and the strength of bullying seduce boyfriend follow.

It can be said that roseonly from the establishment has been successful half, Boys heart of the flowers luxury dream is to go through how the path step-by-step to achieve it?

Chinese consumption upgrades, Flower pyramid top Market Brand vacancy

China is entering a phase of rapid development, with a large number of middle-class and wealthy families with a propensity to consume, a time when personalization is in the making, and those who are just as likely to grow their spending power have enough material bases to meet those needs. China's purchases of luxury goods are becoming more and more global, and the world is beginning to lament the power and demand of the Chinese for luxury spending. China is in an era of escalating consumption.

Although this is only about 1% of the pyramid at the top of the crowd, but China has 1 trillion gift market, flowers are 100 billion of the market, and just in this flower market without a brand boss. So, as long as there is a strong brand, it is easy to do the industry leader.

On this basis, the popularity of social media has also made social marketing penetration to the extent that we have witnessed but before unimaginable, a small event can easily be fired in minutes by fire across the river. Roseonly's fire was borrowed from the east Wind, and on the social network out of the limelight. As a result, roseonly is also often dubbed the title of "Internet Thinking", although Roseonly founder Boys.

Another point is often overlooked, that is, the level of logistics has evolved to a mature stage, cold chain logistics has gradually matured. For fresh flowers such as raw goods, logistics has a very high demand. According to Boys himself, roseonly choose to cooperate with FedEx and abundant. Rose after picking up within 72 hours by air import to Beijing, and then through FedEx and the delivery of more than 300 cities nationwide.
Unique financing path for investor entrepreneurs

Boys is to do investor origin, before venturing into the public comments, Infineon Electronics, Dream Bazaar and Jifeng network investment, so turned into an entrepreneur he also know how to help the growth of the brand with the strength of investors. Roseonly so far financing three rounds, now look back, as if each step is a Boys under the big chess, because careful analysis will find that these investors in the roseonly development of different stages of development is just right.

According to Boys himself, he saw a book on the plane, "money can not buy what?" (Author note: The author Michael Sandel, a professor of political philosophy at Harvard University, whose justice class is sweeping the world), was inspired to think of entering the flower gift field. Boys the idea and soon got the angel investment.

and angel Investment also take very "Qiao". It is reported that roseonly angel investors have robust founder Hebo, "entrepreneur" magazine President New Wengwen, Fashion Media Group president Liu and so on. For a brand that is committed to building itself into a luxury, the most important thing in the early stages of entrepreneurship is exposure. Angel investors have media bosses, fashion group backing, no doubt for the brand's media exposure provides a fast channel.

Subsequently, Roseonly won the strategic investment of fashion media group. Weibo has many stars to join in the sun, in addition to Roseonly did create a unique personality, no doubt the investment side fashion Media Group gave a great help, for Roseonly brought the star resources, and traditional media luxury brand operating experience.

Then, Roseonly again got Tencent million dollars of VC, Tencent virtual flowers have done very well, but the kind of flowers and gifts can and roseonly form a very good complementary potential. And, don't forget, the micro-letter for Roseonly opened a special interface, for its customization of a custom love unique service number. Micro-faith Mall has also become an important channel for ROSEONLY network sales.

In May this year, Roseonly completed a new round of financing, Idg/accel International well-known professional investment fund to its capital injection of more than tens of millions of dollars. Boys himself revealed that the investment roseonly team is not IDG to invest in the traditional Internet team, but the international investment in a luxury team. Roseonly is looking for a further boost to its brand upgrade.

Just 1.5, roseonly financing tricycle, people have to lament the background of the financing skills of Pu Yi Investors, several rounds of financing not only let roseonly to create a luxury brand enough space for money. And this step-by-step, "take money well" choice of investors is to let roseonly in strategic direction to maintain the right course, and obtained enough from the investor's help.

The kernel of luxury is "story"

Your brand is not enough to attract people in addition to the goods themselves, but also in the business to give the goods "meaning", this is what I said the "story." A successful luxury, in addition to the product itself is attractive enough, but also in the later was considered to add meaning.

Roseonly told a fascinating story from the start. Roseonly, Boys, said, "Rose rose on behalf of love, only is your only." Roseonly main "Life only send one person" love the only idea, you register can only give a person, can not change. Have to admit, this slogan captures the psychology of many young women, said a let everyone aspire to the story.

"We go to the world to find the best roses, to find the nearest rose to heaven, to the European Royal Wedding Roses, to the Russian super-rich or to the Rose of Hollywood stars." This flower is in Ecuador. Because it is the Amazon River, next to Brazil, and then to the equator, so nearest to heaven, it can grow a 1.5-metre-long flowering flower with a heart-like Rose. Roseonly's selection standard is harsh to even the world's best rose suppliers, but only from 100 roses to choose a qualified. Once Ecuador chooses to return to Beijing, we will have another elimination.

In order to prevent cross-infection, we require the replacement of scissors or disinfection of each rose, staff wearing gloves throughout the operation. We prepared a kind of imported water suction box, which water absorbent sponge can keep water and on the plane, this box from the Netherlands to import every freight will be eight yuan, as well as the fresh film imported from Korea, while ensuring the transport of 2 degrees Celsius throughout the temperature and 70% humidity.

After all the roses were imported in Beijing by the federal obliging Fung to more than 300 cities nationwide, this piece we have strict rules, such as box to upward, 24 hours delivery, detailed agreement can be divided into the brand and logistics responsibilities, of course, our shipping costs have reached 100 dollars a box of flowers. Beijing City by roseonly special Love flower Shop to open the Mini Cooper delivery, courier are handsome, in 2013 Christmas season also please popular male model Zhang Lianlai to send flowers. ”

Boys This and I describe the entire supply chain process of roseonly roses. Half of the roseonly teams are from luxury goods companies, and they seem to be familiar with the way of luxury goods.

Of course, if you just take a look at the angle of a flower to evaluate, it would be inconceivable even feel "a bit excessive." But this is the luxury of the value-added process, the premium ability of the foundation, Roseonly is telling a luxury story. It seems to remind you all the time, "man, this is not an ordinary flower, this is roseonly".

Go to the Internet and go to cock silk

Despite being portrayed as a model of "internet thinking" by the media, Boys himself wants to get rid of the baggage because he thinks "he is not an internet company, but a luxury brand company, and the Internet is just a means and a channel".

Roseonly also operates an experience shop online, but its 90% sales channels are through the web, but Boys insists that its company is fundamentally different from its traditional internet company. The core of the Internet is free and traffic, precisely this is the roseonly in the luxury of the most want to discard and remove elements. The core strategy of traditional electric power supplier is pricing strategy, which is to fight price war. No doubt, if roseonly want to stick to their own luxury brand line has been going forward, then we have to adhere to their own pricing and positioning, because this apart from the user positioning, pricing itself is luxury "story and content" one.

Boys's positioning is also very clear, "the internet is the so-called silk of the world, we are not to touch the market, because we are the cheapest one single package of fine packaging rose sold 399." Roseonly's online sales are priced at more than 1000 yuan, which is a surprising number for many electric dealers, but if you position it as a luxury, then it's not that amazing.

Investment holding companies that build luxury and lifestyle brands
Roseonly single has achieved a certain degree of success in the past 1.5 of the time, in addition to the brand does have a certain influence in the market, but also made certain achievements. According to Boys revealed, now Roseonly line on the next day's turnover of nearly 1 million.

Although Roseonly is currently concerned about, but only sell roses, products are too single, coupled with high-end positioning makes this business very small, repeat the purchase and large-scale development has become the impact of roseonly next development and expansion of the first issue.

Boys also realized the short plate. His current thinking is: Rose is just a roseonly, from 2014 onwards, the company will be in the product aspects of the upper and lower extension. For example, the product line to go up, the star wedding high-end floral customization will become roseonly special Love flower Shop One of the main business. For example, on December 7, 2013, the Olympic champion Xuan in Hong Kong's wedding ceremony, roseonly on the scene of all the floral design and installation. And go down, will be in January 2014 on the Line "Love by Roseonly" brand, these flowers are not limited to the import of Ecuador, the number of roses, but also a lot of customized gifts, the price is cheaper than roseonly, as a daily gift with flowers, so that customers give friends, employees and superiors.

Roseonly also continues to expand the category, this year also launched including bracelets, bracelet, earrings and other inlaid gem rose theme jewelry. Therefore, roseonly in the new round of financing, the goal is also very clear, is to create a luxury and life-type brand companies. China in the luxury market can be said to be a complete failure, so far no influential luxury brands, so roseonly on this road need to explore a lot of things. But I would not be surprised if there were roseonly to buy a luxury company news next.

Because, Boys also Frank "We are to build a China's best luxury and life brand investment holding company."