How much money does this lamp have? What, 500? Too expensive!
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Do you have this light in your home or shopping cart?
Since last year, the atmosphere lights have swept through the social platforms of major Internet celebrities like a typhoon, especially the "Halo Edition" of this lamp.
From the very beginning scattered in the boutique, to the popularity of ins and then to become a hot "super film boutique furniture" in the homes of thousands of Internet celebrities! The success of this originally experimental product may have been unexpected by Milanese design studio Mandalaki himself.
The "atmosphere field" behind this has also become the largest "cottage market" in recent years...
Let's start with the story of this lamp
· It started out as a test product ·
In the beginning, Mandalaki was just an ordinary home design studio, the product design style was close to the simple wind, and many products did not cause any big waves.
The reason for making things change was due to an experimental study, and the members of Mandalaki came up with an idea: "The main role of light is illumination, so what other uses does it have?" ”。
They began to shift the focus of their research from "illumination of light" to "projection of light", and made several limited test products through the principle of spectral projection to see how the response was.
However, the product that was released in 2017 did not stir up any splash, and until 4 years later, the original ins page only had 100 likes.
And all this after the influencers entered the track, things were completely different!
· Brought on fire by the Internet celebrities! ·
By chance, halo one, the first product of the Halo Edition, entered a Korean boutique and was noticed by influencers.
The characteristics of "good film" made halo one a hot design item in the Asian circle, and then the impact became more and more, and even a lamp was difficult to find!
The ensuing orders made Mandalaki say he never dreamed of it, and they immediately designed a separate page for the product and began to develop a new series.
So far, the Halo Edition series has had eight series in One, Evo, Big, Giga, Line, Sky, Mini and Mag.
The development is also very simple, some are a pipe, some are made into handheld models, and some are simply prototypes that can be twisted at an angle, and the focus is on one word: expensive.
The new products are getting more and more expensive, which makes many Internet celebrities have a big head: for the traffic must be auctioned, but what to do if you can't afford it?
Copycat Maker: It's time for me to shine!
Cottage Manufacturer: Bring it to you!
· The cottage series is full of flowers, and the functional shape is rolled inside to burst ·
After the first sunset atmosphere light Halo One was fired, a "cottage whirlwind" was immediately set off on the Internet!
Because the main selling point of this lamp is creativity, the technical content is not high, which opens the door for cottage manufacturers, and there are countless "flat replacements" on the market for a time.
The funniest thing is the original price of more than 10,000 genuine, to a certain platform as low as a few dollars, let people shout outrageous!
Moreover, even if the price of cottage products is low, the function is actually constantly "innovating"!
The original Halo Edition, basically a series with only "two colors". The design theme is "taking inspiration from nature".
"Sunset Red" comes from the scenery at sunset, bringing warmth and tranquil comfort.
"Deep Blue" embodies the sense of extension of the outer layer of endless deep space, giving people a visual intricate impression of infinite extension of colors.
Cottage manufacturers are different: you only two? Too dish, I first give consumers a full 16 kinds of words, but also can adjust the light and dark, afraid or not!
In order to closely meet the needs of taking pictures, some manufacturers have also added a remote control function to the sunset atmosphere lights, and the switch color changing a remote control is all done!
Some factories work the styling: I change the shape, and the original product is different, not to become their own original!
Some can even double open two kinds of light, look, the cottage inside the roll is not OK, the genuine version you are no longer working hard!
· The effect is similar, and the genuine version loses competitiveness ·
Maybe some friends will have some doubts: the price difference is so much, the effect must be genuine is better?
However, LKs, the main LKs of the B station, once in their own figure Yile unboxing video, selected 12,000 genuine and 600 pirated copies to do a review, and found that from the color illumination, the cottage actually imitated an eight imaging!
Of course, there are still great differences in design details, whether it is lens transparency, or hardware workmanship, the cottage will appear a lot rougher.
However, for many Internet celebrity bloggers, the light emitted is almost on the line, can send social platforms is the focus, hundreds of pieces of cottage products compared to the genuine, both can change color and remote control, is not too fragrant!
I can only say that this wave, genuine design studio Mandalaki failed!
Genuine design studio: I can't afford it, I hide
· Carrying goods + large market, difficult to protect rights ·
Copycat products are getting more and more intense, Mandalaki saw the momentum is not right, but also issued the relevant copyright notice early, successively at the bottom of the home page and the legal rules page to issue a statement, saying: Whether it is product styling, or the idea itself, are protected by law.
Obviously, there is no egg use.
Due to the huge number of cottages, opening any e-commerce website similar products can be seen everywhere, and the market for its own atmosphere lamp has reached the level of tens of millions, which makes it extremely difficult to protect rights.
Not to mention the spread of goods on various social platforms, the advantages of low-cost flat version of cottage lights make it impossible for ordinary people to refuse.
In the end, the genuine studio said: "We are lying flat...
· Genuine: Do a good market segment ·
Although the function can not beat the cottage, fortunately, the price positioning of the halo Edition that began at the beginning has also clarified the market level. In terms of design details and product rhetoric, Mandalaki secretly put in full effort.
In terms of product copywriting, Mandalaki defines the Halo series as "a combination of art and craftsmanship", forcing it to go up!
When introducing the shots, Mandalaki also uses the power of copywriting to the extreme: simple to clean, "High-end black anodized aluminum refined iron, brass, and glass "top high-precision pure black anodized aluminum and pure steel, brass and glass" and other descriptions, the whole texture has been upgraded.
Coupled with the frequent appearance of various design exhibitions, while also holding a variety of art activities, which makes this atmosphere lamp a more high-end existence.
They even invited a composer to compose an inspired soundtrack for the product, and the composer used the product to show the visual effect through music.
Good guys, for an atmosphere lamp composer, I have to say that from the height of the overall marketing plan, Mandalaki has won the hemp!
It is precisely because of this superb creative marketing strategy that Mandalaki successfully retains his market space - unable to "kill" the cottage, segment the market, and avoid "price fight" with the cottage products.
Mandalaki: You only make, and I know marketing.
Creative protection, obstacles and difficulties
Today, there are still thousands of original design companies that are suffering from "copycat" manufacturers, most of their products are known for creativity and design, but the threshold of technology and technology is relatively low and easy to copy.
Looking ahead, there are Japanese companies whose internet celebrity weather bottles have been frantically copied and caused by having to post announcements to explain.
After the late Chinese original designer Shen Wenjiao's NUDE hanger was copied like crazy, the designer himself angrily shouted "The original is dead!" ”
A product not only has functional value, but also design value, and cottage manufacturers steal the designer's original design value for profit.
Not every company can go out of its own high-end market path like Mandalaki, and for these companies and independent designers, competition with copycat manufacturers has exhausted them and directly damaged their motivation for originality.
However, the objective existence of the cottage may not be completely solved in the future. To sum up, for original design manufacturers, when designing products, they may not only pay attention to design creativity, but also improve the technical content to improve the difficulty of copycats; in addition, we consumers, supporting the authentic behavior is also very important.
After all, the skin will not be hairy, and if the bad currency in the future completely expels the good money, we may not see any original products that are really out of the circle.
So, what are your thoughts on the cottage market of atmosphere lights?
Image Material:
Halo Edition Official
Mandalaki.com
100percent Co.ltd
Nude
B站@-LKs-BEATY TREEE
Mercy@Youtube
Some of the image material comes from the Internet