What's the Darry ring?

Absrtact: The entertainment headline of the recent days is Kung Fu boy Wu and female anchor Chenan's big marriage, the circle of friends all the scene. At the wedding, Chenan scene Dashowuking with identity card custom giant diamond, worth tens of millions of NT dollars, equivalent to more than 2 million RMB. This is a

Recent entertainment headlines than Kungfu boy Wu and female anchor Chenan wedding, the circle of friends and all the scene. At the wedding, Chenan scene Dashowuking with identity card custom giant diamond, worth tens of millions of NT dollars, equivalent to more than 2 million RMB. What kind of diamond ring do you need an ID card to buy? Veterans note that as early as May 6 Chenan's microblog has one of the following micro-blog: "Once in a lifetime wedding, only one darry ring, thank you, Mr. Wu, your commitment is precious."

What's the Darry ring?

Darry Ring is the Shenzhen Darryl Jewelry of the domestic independent diamond brand, founded in 2010, the brand positioning is to propose a diamond ring, the main sales way is through its own official mall, 2011 in Shenzhen opened the first offline entity shop. This year will open a physical store in Beijing and Shanghai, which is expected to open 6 physical stores this year.

Why the Darry ring rise rapidly?

Well-known diamond ring electric commodity brand diamond birds last year nearly 600 million, although there is no darry ring public financial statements, but the Darry rings Baidu Index has been more than 3000 for two consecutive years, the highest to 8000, than the diamond birds higher than 1000 more than the index. The same is to do the diamond ring business, this is unknown in the Internet brand why get so much attention? It is said that the entertainment circle has a lot of stars have bought Darry ring but do not dare to bask out, like Wu and Chenan as dare in micro-bo high profile tan rings, not much of Darry, before this He Ming ("palace" four Ye actor) also bask.

1. Unique marketing concept. What kind of ring is Darry? This is from the Darry ring marketing concept. Darry Ring's marketing philosophy is that only men can be customized, and before the purchase need to show the identity card, a man can only be customized one life, to give a lifetime of love girls. That is to say, a girl can't buy her own, and sending it is a good preparation for her life and a consistent one for her. Each one has a unique coding counterpart. No matter what your status, you can't send a second one after you send it. Such a unique marketing concept to grasp the girl for the pursuit of lifelong love psychology, so that many women with a darry ring as a symbol of happiness.

2. High guest price. Veterans once in the "from the Le King was sold to see the knot of vertical manufacturers of electricity," said, too low customer unit prices and the lower the rate of repurchase is the vertical operator of the dilemma of the knot. The Darry ring's repurchase rate is apparently 0, and it dares to find a second-time purchase of men out of the reach of the high customer price. Veteran of his electric dealer in charge of Songtao chat, the average customer price of more than 8000 yuan. This is nearly 50 times times the price of Jingdong, when the customer unit price of 100 yuan 80 times times.

3. Extend product definition. A diamond ring of the network customer unit price generally in 2000 to 3,000 yuan, the price is transparent, the customer can choose the electric business platform too many, want to upgrade the customer unit price is almost not much possibility. The diamond ring itself is not valuable, how to highlight the value of the diamond ring is the most valuable. Darry's new interpretation is the abbreviation for "Diamond+marry", meaning "the hardness of diamonds to witness the eternal marriage." Its success lies in redefining the product definition, giving the product a lifetime of scarcity, leaving the customer's focus out of the product's price itself.

Veterans believe that in the internet age, consumers ' brand loyalty will be more and more low, enterprises on the value of the product itself to shape the value of more than the brand to shape, darry ring is clearly a classic case of product value molding. The uniqueness that it has created will be a great psychological threshold for the latter to enter this field.

4. A model of social marketing. While many traditional enterprises are still struggling with micro-letters, microblogs or other marketing methods, the Darry ring has come out of a different marketing path, which is worth learning from traditional enterprises. Darry Ring's main marketing battleground is Weibo. Darry Ring has collaborated with well-known writer Su Ying published a book, "No one in the world is more important than you", Su Ying I have 34.85 million of fans, and its micro-blog recommended Darry ring, each forwarding volume in more than 20,000. Bestselling author Luqi is also a partner, with a fan of 21.21 million, each forwarding over 15,000. The coverage of these two renowned experts is very wide. In addition, the star on the micro-blog to the Darry ring to bring a great brand exposure. May 6, Chenan on Weibo on the Darry ring Baidu Index soared to 6500.

Is such a vertical electric dealer reliable?

When the product price higher customer's decision-making cycle will be longer, the more expensive products need to experience offline to complete the purchase, which is why home building materials, real estate cars more suitable for o2o reasons. Darry ring average of more than 8000 per cent of the customer unit price has been very high, but the past few years down only a Shenzhen online experience shop, other rely on official network cable sales completed, until this year only plans to open 6 stores, this is indeed a peculiar case of vertical electric. The reason or product value of the good, and through social marketing, enhance the customer's sense of trust.

The Darry ring's product value creation provides an excellent selling point for the spread of its social marketing, but it is clearly difficult to solve its growth problem simply by relying on microblogs. The Darry ring will require more effort in drainage and offline experience if it is to have a greater breakthrough. In the drainage can learn from the diamond birds, through the community, forums and online wedding and other means of drainage, but also with the upstream wedding brand, wedding companies and other cooperation. Online experience, open the meaning of the store can not only enhance the customer unit price increase user experience, but also through the offline store to drain the development of the online business.

Gao Ke Unit price + unique marketing concept + Good product positioning + social marketing, Darry ring is a vertical electric business of a wonderful flower, the future is still worth looking forward to the rising space, do you think?