It Is More Expensive Than GUCCI. What Is Wu Yifan'S New Brand Skr?

No matter how the outside world questioned, the 220 thousand pendant was still paid.

In January 9th, the Tmall store jointly founded by Wu Yifan and jewelry brand Accessory Culture Evolution (hereinafter referred to as A.C.E.) carried out second new developments.

There are only 3 new products on the market, and some of them are sold on sale.

It is understood that the new overall sales situation is not only better than the opening day, the price of up to 220 thousand of the pendant is also paid.

In December 28th, the flagship store officially opened on the day of ACE, and it ran out in only 6 hours.

According to the data provided by the brand side, by January 9th, after accumulative sales for 8 hours, the sales volume reached 8 million yuan, and the average customer price was 3000 yuan. At the same time, it took the Tmall jewelry industry TOP1 at the same time.

This achievement has been won by Wu Yifan.

On the eve of the opening of the store, Wu Yifan's news of CO founding a personal brand has been fermented on micro-blog.

As a top traffic student, not only fans go around and advertise everywhere, but they also attract outside voices.

On the one hand, one of the new brand's partners, one of the millet eco chain enterprises, is lucky, like me (Beijing) jewellery Limited company, and on the other hand, the pricing of A.C.E. is controversial.

For example, a Tiger Pendant Pendant Necklace priced at 2800 yuan is sold at a higher price than GUCCI, a similar silver leopard head pendant necklace.

Whether Wu Yifan can support the high brand premium has been questioned by many people.

But anyway, fans still have no conditions to stand up for idols.

"We find that the main age of A.C.E. consumers is lower than that of all jewellery industries, and the price per passenger is the highest among the similar products, which means that tomorrow the cat consumers are not without purchasing power, but their demand is not satisfied."

From the industry point of view, A.C.E.'s style is an excellent complement to the serious jewellery industry of Tmall.

Online flash store

At ACE zero on January 9th, the flagship store of ACE Tmall arrived on the shelves with second products.

After half an hour of sale, the best selling price is the 925 silver synthetic gemstone LOGO pendant priced at 1600-2800 yuan, and the sales volume is 638 pens. Secondly, it is the 604 shop that sells the lowest price 925 silver synthetic jewel ear studs, and the tiger head chain which is considered to be more expensive than GUCCI is 925.

The brand has recently adopted the same pre-sale mode as the opening day, which is shipped within 20 days after the user pays, and the entire sales process is only 24 hours, and the next day the goods are all off shelves.

This flash mode has been adopted by many brands online. Compared with the sales results, the marketing effect is much more popular.

Sui, the brand leader of A.C.E., responded that the brand began preparations in early 2018. It would be a reference to many "flash shops" under the tide brand line. It also helped A.C.E. quickly accumulate topic fever in a short time, facilitating the dissemination and purchase of users.

But in the future, after the A.C.E. product series and the single product become more and more abundant, the brand will retain some basic funds for sale all the year round, but will only choose the main season series to sell in flash mode instead of the whole store.

Regarding the brand positioning, Sui explained in particular that the two series of "dragon Yin" and "tiger cry", which were first launched by A.C.E., have obvious national elements. Many media define A.C.E. as a "national tide" ornament. "Chao chao is only one of the elements of brand concern, but it will not be all. What A.C.E. wants to do is to have an attitude tide jewelry."

A.C.E. also said that in January 9th, Xinxin has begun to "go out", with the attention of non fans, and realized the purchase.

Let non fans pay the bill.

As a new brand, A.C.E. needs to make use of Wu Yifan's natural resources in its early promotion, sending signals on major social platforms, gathering fans, and accumulating the first wave of seed users for Tmall stores.

Before January 9th, the A.C.E. Tmall store had more than 60 thousand fans.

A.C.E. can quickly open the market, the fans effect is undoubtedly an important help, but Sui repeatedly mentioned a word in the interview: out of the loop.

Nowadays, celebrities' tide cards have become a common phenomenon, such as Edison Chan's CLOT, Jay Chou's PHANTACi, May's STAYREAL, JJ Lin's SMG, Shawn Yue CMSS and so on.

Tide card is actually a fan economy, to find a group of people who recognize the brand spirit, and then achieve pformation.

Compared with independent designers, celebrities have gathered a large number of fans before they start their business. Obviously, they have lowered the threshold for tide brand entrepreneurship. However, if they rely solely on fans to pay the bills, the growth of the brand will be good enough to grow into a better star brand at best.

Therefore, upgrading the products and brands, finding out the outsiders who recognize the brand culture, and gradually weakening Wu Yifan's role in the stage is a way for A.C.E. to go.

In fact, it can detect one or two from the layout of its Tmall store.

In terms of crowd positioning, A.C.E. did not delineate the age of highest coincidence with Wu Yifan fans, but chose the more luxurious price band.

In addition, the Tmall shop that opened A.C.E. didn't find Wu Yifan's shadow at all. Wu Yifan didn't act as a product model of his shop like many stars.

The main body of A.C.E. brand operation is Tianjin Xingyun culture development company. The company's shareholders are Wu Yifan himself and one jewelry company of one of the millet eco chain enterprises: luckily, I (Beijing) Jewelry Co., Ltd.

According to industry sources, as a spokesman for millet, Wu Yifan will cooperate with the company, which is helped by millet side.

In terms of division of labor, Wu Yifan lays particular stress on design creativity, creating brand style, and price positioning and delineating the crowd. These are fortunate decisions based on market analysis.

In the later stage, apart from the promotion work, Wu Yifan will gradually become the person behind the brand.

However, from the reverse perspective, A.C.E. is also putting a time bomb on itself. The overlap between consumer groups and fans is not high. Wu Yifan's personal fans can only sprint the early sales of the brand, and only a small part can become a long-term consumer. This requires A.C.E. to open the "mainstream" consumer market in a shorter time.

The mainstream consumer market's pursuit of consumption is necessarily value for money. If we want to let the brand enter the mainstream market, we must establish an exchange of equal value or even over value with consumers.

Finding crossover cooperation that can produce resonance and spark collisions in difference is one of the most popular ways to create tonality.

Sui said that this month, A.C.E. will launch an important joint series featuring "hot blood" and "Youth" as a starting point to express its attitude.

In addition, A.C.E. is also preparing for the first offline entity store, and will meet users with "no ordinary way".

Pricing disputes

Wu Yifan once again triggered a verbal war between passers-by and fans.

Whether it is tiger, bean or Zhi, the discussion about whether Wu Yifan's new brand pricing is too high is heating up.

Netizens use the ear studs of the shops and the "tiger roar" pendant as an example. A.C.E. uses S925 silver and zircon as raw materials, and the materials are relatively inexpensive. Even in the "tiger cry" series, the chalcedony priced at 19 thousand and 800 yuan is also a cheaper gem.

If we just look at the raw materials, the cost performance is really not high.

Fans refute that A.C.E. only works with the world's first luxury brand foundries, only looking at the price of raw materials, ignoring the value of brand concepts and process design. Why not ask "sunspots" to question the price of SWAROVSKI and Tifanny&Co.

And this is exactly the biggest problem facing A.C.E..

Rather than being questioned about the cost of A.C.E., it is better to say that the public is wondering if Wu Yifan can really support the high brand premium.

As we all know, products are the media to convey brand stories and culture to consumers. Whether it is through the mass media's propaganda and indoctrination, or now they are planting grass through content channels, consumers have a sense of product design identity and brand resonance to fully support the brand premium.

It's like no one will ask Herm why s is so expensive, and will only count the money to see if he can afford it.

However, in Tmall jewelry jewelry two, A.C.E. appears to bring a new possibility to the jewelry industry.

He believes that the development of the domestic jewellery market is extremely unhealthy. For example, gold, which is most recognized by the Chinese people, has almost no profit margin. Diamond like products, though developed rapidly in the Chinese market, are not many mature brands, and the homogenization of their styles has become a stubborn disease in this industry.

"Many consumers buy some brands, not because they like it, but because they do not have a choice."

Tmall jewelry jewelry two says A.C.E. has excavated the demand for jewelry for younger consumers.

This shows that consumers are willing to pay for designs, emotions and stories, but their needs haven't been satisfied in the past.

A.C.E. has its own style and is a good complement to the market.

At the same time, the national jewelry brands who stay in the comfort zone for a long time also need to reflect on how to make better use of their resources to cater to the more diversified consumer market.

A.C.E.'s ability to tell stories can take time to verify whether fans can pay.

Source: Jiang Chanjuan, author of Internet business in the world