After sharing Songmont's brand marketing yesterday, today I plan to talk about another domestic brand that has entered the top 10 of "Tmall Double 11 Bag and Service Store Sales", Guliang Yoshigigi.
Unlike Songmont who took the premium and practical bag route, Fururayoshi chose to take another trendy route, and this one runs through the entire history of the brand.
The prototype of the brand
Before we formally introduce the brand's marketing strategy, tell us the story of the brand.
The brand founders of Furura Yoshiyoshi are a husband and wife couple. The man's name is Gu Liang, and the woman's name is Gigi.
Fura (left) Yoshikichi (right) Fura (left) Yoshikichi (right)
A big reason why the two wanted to start the brand was to find that recent graduates like themselves did not have the money to buy luxury goods.
At that time, there were no high-end, design-like, and affordable brands in China.
Gigi, who was studying fashion design at university, discovered this market demand and came up with the idea of making his own bags.
Handmade bags made by Gigi
They take their handmade bags to the market to sell, and the price is also set by the market, and users can sell as much as they want.
To sum up, I found that the highest price accepted by friends around me is 300-400 yuan, which is the initial pricing of the bag.
Later, the number of orders increased, and in 2015 opened its own Taobao store.
In 2017, in order to realize the integration of independent design and production, we moved from Hangzhou to Guangzhou.
Near the new home is Guangzhou Guihuagang, where many leather goods wholesale markets gather.
From ODM to the wholesale of bags, the trademark and packaging customization of bags, it can be realized here, which gave great convenience to Fururagiyoshi, which was not large at that time.
The sales of bags are not very good, but they are passable.
Until March 2017, the blogger "Late Night Teacher Xu" introduced their "roll bag" in a push on the WeChat public account.
For Fururayoshi, this is the brand's first milestone.
They didn't put up any ads, purely because the blogger recognized the quality of the bag after buying it. On the same day, it gained 2,000+ fans for the brand, as well as 50,000 or 60,000 sales.
At the time, it was equivalent to a month's worth of their sales.
It also made it clear to Koryo and Gigi that the bundle of online sales with social media was the fastest way to open up the market at the time.
In early 2018, Tmall held "Tmall China Day" at New York Fashion Week.
Li Ning, Peace Bird and other national brands appeared on the fashion show, especially Li Ning held a fashion localization show at that time. Instantly made the national tide a hot topic.
A number of large and small domestic brands are eager to try.
And Gura Yoshiyoshi, who saw this wind direction, participated in many fashion shows large and small that year and successfully brushed up his sense of existence.
In March 2020, Guliang Yoshiyoshi, who settled on Tmall, once again ushered in a new milestone.
Connected by Tmall Xiaoer, successfully promoted the cooperation with Li Jiaqi, this time Guliang Yoshiji sold more than 2W in a few minutes with a small cigarette pack, and sold 600W in total.
And, soon there was a second cooperation, Gura Yoshiyoshi's armpit bag, which successfully generated 500w sales.
Marketing means
Review of the entire development process of Koryōyoshi:
In 2017, because of its unique products, it was seen by the hottest public account KOLs at that time.
In 2018 and 19, he caught up with the national tide and national brand fever, and began to vigorously participate in fashion shows to promote himself.
Then in 2020, it once again encountered the popular stage of anchor live streaming and successfully made the public familiar with themselves.
How can you feel so lucky with this brand? It seems that every step has just the right amount of enthusiasm to help. But the reality is inseparable from the definition and operation of the brand.
1. Market positioning of the brand
I don't know if you noticed the beginning of the story, the birth of this brand came from the two managers who found that students who graduated at the same age did not have design bags that fit their own price and are in line with aesthetics.
That is, from the beginning, Gu Liang and Gigi have already sensed this market demand.
And at this time, the designer Gigi launched a series of bags, more of their own imaginative favorite styles, what they like, but they are very different from the existing bag brands on the market.
In the later exploration, the core concept of "bags as jewelry" was also determined.
In addition to the fact that the founder Gigi himself does not like backpack bags and does not have this demand itself, it has been verified by the market.
According to the data of Guliang Yoshiyoshi's previous launch of small packets, the response is particularly good, especially in the first two years, it also won the category champion of Tmall mobile phone bag sales.
2. Brand differentiation
With the advancement of social media, more and more brands see the advantages of small bags and have invested in the small bag industry.
And Koryo Yoshiyoshi, who discovered this early on, created two major advantages for himself.
First, it began to settle in offline buyers early, and accumulated a good reputation early, compared with emerging brands or brands that have just turned to small bags, Guryang Yoshiyoshi's praise is significantly higher.
The second is to make small bags accessories and move closer to fashion and fashion. Frequently participating in fashion shows and participating in the "Trend Partner" variety show, once again brushed a wave of fashionable presence in the hearts of consumers.
3. Precise delivery strategy is better
In addition to the above two points, the success of Guryang Yoshiyoshi must be driven by new media.
These sweeteners also made the two brand managers riveted for a while to put KOLs, and the traffic outside the site was mainly amplified, but the actual ROI in the end was very poor.
The loss is also very heavy, but it does not have a great effect on the precise delivery later (here you can refer to the previous article, Songmont's precision delivery model)
On the other hand, Gu Liang also mentioned that bags are a relatively low-frequency product, and more guidance is needed to achieve big brands, and how to make consumers trust the brand more.
The optimal solution is the combination of outside the station + Tao, and then form brand precipitation on Tmall after planting grass.