Amoy Brand: Serve High-End People Only

Fang Jianhua, who has tasted the sweetness of M & a brand, is also starting to build a self created brand, which is now living on the left.

In fact, living in the left is originally a sub series named "only product" in the flagman store. After contributing about 10000000 of sales, Fang Jianhua decided to rearrange the series and create an independent brand.

"At that time, I thought the most real idea is that people have a stereotype about the Amoy brand and feel it is very cheap. I want to be a high-end brand, and its price is much higher than that of the traditional brand, so I want to see if it will succeed."

Fang Jianhua told reporters frankly, "my idea is to be a one, and follow his own routine, not to make a brand.

Now the three scores in the left store exceed 4.9 points, which is the most intuitive evaluation of consumers.

From the end of 2013, we began to prepare for it, and formally launched it in March 2014.

Qing Lan, who lives on the left, is responsible for the study of members of the company.

She found that

There are some customers in the customer base who have higher age and consumption level. When she explores the demands of the group, she will live in the high-end custom brand provided to independent women.

In the early days of the birth of the brand, there were two brand slogans on the left: "close to me to the left" and "no duplication of handwork". Finally, Fang Jianhua decided to set the latter.

China's economy is developing rapidly, and many brands and enterprises are pursuing rapid expansion. They are making clothes in a mechanized way, while the survival of some traditional artisans is very difficult.

Consumers' perception of handcrafting and machine making is quite different, so the "non replicable handcraft" is more memorable and more consistent with the left brand attributes.

Different from the practice of Yin man, living on the left did not adopt the mode of explosive production and single reproduction, but limited sales. Some styles may only be 50 or 100 pieces, and they will be sold out.

This is a very meaningful attempt in Fang Jianhua's eyes. He thinks the way of hunger marketing is easier to draw.

Crowd, "we may try a series of customization in 2015 instead of mass production, but do limited edition things."

In such a way

In the way, living on the left attracts a group of guests who are not expected to be clear: they are not the white-collar workers who were originally imagined, but the senior managers of the enterprises, who have decent living and high consumption ability.

Living on the left has adjusted the original version to make it more in line with the size of the population.

In order to maintain these customers, life has launched many offline activities on the left, inviting them to shoot lots in Guangzhou's studio, and cooperate with fashion magazines to hold hand-made experience activities in Shanghai, Beijing and other cities.

Similar details also include sending handwritten letters to customers, personalized feedback to customers, elaborately packaging and hanging cards, etc.

As a high-end brand with a customer price of around 1000 yuan, the conversion rate of living at the left in the early stage of the shop is about 30%, which is totally unable to compete with those brands that won the price.

"Besides Tmall, we also set up shop on other platforms, but the conversion rate of users is not high.

We will refine our size table and strive to achieve a conversion rate of 40% or even higher.

Sunny LAN told reporters that living in the left may be small profits in 2015.