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火狐视频app下载安装:名创优品要上市了,这家「十元店」是怎么靠联名征服年轻人的



发布日期:2021-04-05 01:07:01 发布者:Admin5  点击率:

This article is transferred from WeChat public account: Ai Faner (id: ifanr). It is not allowed to reprint without authorization.

本文是从微信公众号:Ai Faner(id:ifanr)转移而来的。未经授权,不得转载。

What is your impression when it comes to MINISO? Cheap ten-yuan boutiques, red and white logos that resemble Uniqlo, and entangled "Japanese brand" identities, are there any more? If you add one more item, it may be a "co-branded account" that has been co-branded with various big IPs all year round.

您对MINISO的印象如何?便宜的10元精品店,类似优衣库的红色和白色徽标以及纠缠的“日本品牌”标识,还有吗?如果再添加一个项目,则可能是一个“联合品牌帐户”,并且全年都已与各种大型IP联合品牌化。

When MINISO was first established in 2013, polarized evaluations have been accompanied by its growth. People who hate MINISO will think that the image of the Japanese boutique grocery store created by MINISO is a plagiarism from other brands, while fans who like it think that MINISO’s products are high in quality and cheap, and will not reject him because of the similarity.

MINISO于2013年首次成立时,两极分化的评价伴随着它的增长。讨厌MINISO的人会认为MINISO创建的日本精品杂货店的形象是其他品牌的窃,而喜欢它的粉丝则认为MINISO的产品质优价廉,并且不会因为相似而拒绝他。

Picture from: Filckr.com

图片来自:Filckr.com

Branded products with similar concepts to MUJI, red and white logos and shop decoration similar to Uniqlo, and "micro-innovative" products that collided with the appearance of big-name popular products. The start of MINISO really hated many consumers. Its reason.

具有与MUJI相似的概念的品牌产品,与Uniqlo类似的红色和白色徽标以及商店装饰,以及与知名大牌产品的外观相冲突的“微创新”产品。 MINISO的诞生确实让许多消费者感到痛心。其原因。

In the constant controversy over the years, MINISO has not only not been defeated, but the annual turnover and number of stores have been rising in an orderly manner. On September 24, MINISO publicly submitted a prospectus to the US Securities and Exchange Commission. It plans to raise US$100 million under the stock code "MNSO". Tencent holds 5.4% of the shares.

多年来不断发生争议的是,MINISO不但没有被打败,而且年营业额和商店数量有序增长。 9月24日,MINISO向美国证券交易委员会公开提交了招股说明书。它计划以股票代码“ MNSO”筹集1亿美元。腾讯持有5.4%的股份。

The word "MINISO" is getting rid of the stereotype of cheap and inferior. This new retail star founded by the owner of "Oh Yeah", Ye Guofu, seems to be conducting a commercial experiment.

“ MINISO”一词摆脱了廉价和劣等的刻板印象。由“哦呀”的所有者叶国富创立的新零售明星似乎正在进行商业实验。

If you still remember the predecessors of MINISO, oops, boutiques, then the Internet still has memories. Although MINISO has never mentioned the relationship between itself and its predecessors, it still sheds light on Tianyancha.

如果您还记得MINISO的前身,哎呀,精品店,那么互联网仍然有记忆。尽管MINISO从未提及自己与其前任之间的关系,但仍为天眼茶提供了启示。

Oops, taking over with MINISO shows that the traditional ten-yuan boutique model is no longer suitable for the market. In the past, boutiques were always located in relatively corners in order to save shop rent. Coupled with the matte appearance of the shops, apart from young girls who pursue exquisite shopping, they rarely attract other customer groups.

糟糕,MINISO的接管表明,传统的10元精品店模式已不再适合市场。过去,精品店总是位于相对角落,以节省商店租金。加上商店的哑光外观,除了追求精致购物的年轻女孩,她们很少吸引其他顾客群体。

It can be seen from the location selection of MINISO's store that it is taking a completely different path. Wherever there is a flow of people, famous brands will be opened, and they can be opened on the first floor of a shopping mall and never on the second floor. Using simple and pleasing decoration to attract huge passenger flow, and then convert it into sales, this is also the magic weapon for MINISO's initial growth.

从MINISO商店的位置选择可以看出,它走的路完全不同。无论人流到哪里,都会开设知名品牌,并且它们可以在购物中心的一楼而不是在二楼开业。使用简单悦目的装饰来吸引大量客流,然后将其转化为销售量,这也是MINISO最初发展的法宝。

The passenger flow brought by the excellent location is always temporary. Without good products to attract customers, then these objective passenger flow will eventually become one-time passenger flow.

优越的地理位置带来的客流始终是暂时的。如果没有好的产品来吸引客户,那么这些客观的客流将最终成为一次性客流。

In the absence of strong enough product self-research capabilities, MINISO thought of the fastest way to get rid of cheap and low-end products and co-branded with big IP. From the childhood pink leopard to the enduring Pokémon, from the Forbidden City with a heavy cultural background to the glory of the national mobile game king, MINISO's co-branding is beyond people’s imagination. The co-branding object only needs one key word ,"fire".

在缺乏足够强大的产品自我研究能力的情况下,MINISO想到了摆脱廉价和低端产品并与大型IP品牌联合的最快方法。从童年的粉红色豹子到经久不衰的神奇宝贝,从具有浓厚文化底蕴的紫禁城到全国手机游戏之王的荣耀,MINISO的联合品牌都超出了人们的想象。联合品牌对象仅需要一个关键字“ fire”。

In order to maintain the freshness of the store, MINISO basically maintains more than 4 IP co-branding projects a year, which means that even if you are not interested in the Hello Kitty co-branding in this issue, the Sesame Street co-branding in the next issue is likely It will stimulate your cuteness and let you enter the store.

为了保持商店的新鲜度,MINISO基本上每年维护四个以上的IP联合品牌项目,这意味着即使您对本期的Hello Kitty联合品牌不感兴趣,Sesame Street联合品牌在下一期中可能会刺激您的可爱并让您进入商店。

In addition, MINISO’s product update cycle is only 7 days, and a large number of new products will be launched every week. It will not fall behind on consumer trends, so that MINISO fans always have a reason to visit the store. .

此外,MINISO的产品更新周期仅为7天,并且每周都会发布大量新产品。它不会落后于消费者趋势,因此MINISO粉丝总是有理由光顾这家商店。 。

One of the most successful joint projects is the cooperation with Marvel. With the box office boom of "Avengers 4" last year, MINISO also took a ride in the fire.

与Marvel的合作是最成功的合作项目之一。去年,凭借《复仇者联盟4》的票房热潮,MINISO也大跌眼镜。

From the initial launch of 2000 Marvel's co-branded products, to the opening of the first Marvel Black Gold store in Guangzhou Tianhe Festival Walk, to the opening of hundreds of Marvel Black Gold stores across the country, MINISO and Marvel went to a joint event It is definitely the most powerful one.

从最初推出2000种Marvel联名产品开始,到在广州天河Festival Walk开设第一家Marvel黑金商店,再到在全国各地开设数百家Marvel黑金商店,MINISO和Marvel参加了联合活动它绝对是最强大的。

The economic benefits brought by the huge co-branding event are naturally huge. For the time being, not to mention the strong gold-absorbing ability of the black gold store, which has soaring performance. This co-branding event also gave brand owners and consumers a new impression of MINISO.

巨大的联合品牌活动带来的经济利益自然是巨大的。暂时,更不用说黑金商店强大的吸金能力了,它的性能飞涨。联合品牌活动也给品牌所有者和消费者带来了MINISO的新印象。

Although the co-branded products without exception reveal the cheap flavor of the famous and excellent products, the word "genuine" is emphasized on both its labels and publicity boards.

尽管联名产品无一例外地显示出著名和优秀产品的廉价风味,但在标签和宣传板上都强调了“真正”一词。

This time the "genuine" joint name with Marvel is probably the first time that MINISO has emphasized the genuine label after being questioned for so many years. Before this, consumers rarely combined the label of "genuine" with MINISO. Think of Youpin.

这次,与Marvel的“真正”联合名称可能是MINISO在受到如此多年质疑之后首次强调真正的标火狐视频app下载安装签。在此之前,消费者很少将“原装”标签与MINISO结合使用。想想Youpin。

MINISO has made such a great effort to emphasize that the "genuine" identity of the joint name is ulterior. After receiving many years of "counterfeit" doubts from the public, MINISO products must get rid of it if they want to continue to develop upwards. The "cottage" label.

MINISO做出了巨大的努力,以强调联合名的“真实”身份是不可告人的。在收到公众多年的“假冒”质疑之后,MINISO产品要想继续发展,就必须摆脱它。 “山寨”标签。

The joint name with Marvel can not only increase the brand's height, but also use the co-branding meaning to tell consumers that MINISO also has copyright awareness, so that the "genuine joint name" will become MINISO subtly in the minds of consumers. "Genuine" awareness of the product.

与Marvel的联名不仅可以增加品牌的高度,而且可以使用联名含义告诉消费者MINISO也具有版权意识,因此“真正的联名”将在消费者心中巧妙地变成MINISO。对产品“真正”的认识。

Judging from the results of this joint name, MINISO is a success. It has to be said that co-branding with world-class big IPs can indeed make the brand more inferior and some big-name products can be favored by more consumers.

从这个联合名称的结果来看,MINISO是成功的。必须说,与世界一流的大IP联合品牌确实可以使品牌更逊色,某些大牌产品可能会受到更多消费者的青睐。

Even if there is no amazing product in this joint name, there is no exquisite design, Marvel fans will dislike saying "This Iron Man is really ugly", but turned around and picked up another product "It's not expensive anyway." .

即使这个联合名中没有惊人的产品,也没有精美的设计,Marvel的粉丝会不喜欢说“这个钢铁侠真的很丑”,但转身又拿起另一种产品“反正也不贵”。 。

Picture from: miniso.cn

图片来自:miniso.cn

After successfully co-branding with Marvel, MINISO successfully attracted the attention of IP parties including Disney, and subsequently conducted a series of big IP co-branding with Disney, including Frozen 2, Mickey series and so on. Recently, the high-quality and inexpensive peripheral products jointly launched with the glory of the king have also been sought after by many fans of the glory of the king.

在与Marvel成功进行品牌合作之后,MINISO成功地吸引了包括迪士尼在内的IP各方的关注,随后与迪士尼进行了一系列大型IP联合品牌的合作,包括Frozen 2,Mickey系列等。最近,与国王的荣耀共同推出的高质量和廉价的外围产品也受到许多国王荣耀的粉丝的追捧。

Being able to co-brand with various popular big IPs with ease, what is the charm of MINISO? Is it really because of its "Japanese origin"?

能够轻松地与各种流行的大IP联合品牌,MINISO的魅力是什么?真的是因为它的“日本血统”吗?

What may surprise you is that this boutique grocery store on the streets of downtown has spread all over the world. MINISO currently has more than 4,200 stores worldwide, of which more than 1,700 stores are located in more than 80 countries and regions outside of China.

您可能会感到惊讶的是,这家位于市中心街道上的精品杂货店已经遍布全球。 MINISO目前在全球拥有4,200多家商店,其中1,700多家商店位于中国以外的80多个国家和地区。

MINISO relies on its own strong business model to spread the store's territory around the world within only a few years of establishment.

MINISO依靠自己强大的业务模型,在开业仅几年内就将商店的业务范围扩展到了全球。

"In the early days, many overseas partners experienced our products and services when shopping in domestic stores. They recognized this business model very much, so they took the initiative to get in touch with us. Until now, we still receive a lot of requests for cooperation every day. Phone and email."

“早期,许多海外合作伙伴在国内商店购物时都体验了我们的产品和服务。他们非常了解这种商业模式,因此他们主动与我们联系。直到现在,我们仍然收到很多要求每天的合作。电话和电子邮件。”

In the interview, Ye Guofu, the owner of MINISO, emphasized that MINISO’s going overseas is a "passive" attempt. In 2018, MINISO achieved a revenue of RMB 17 billion with the opportunity of globalization. Its global store network and huge fan base have made MINISO an emerging force that cannot be ignored in the retail industry.

MINISO的所有者叶国富在采访中强调,MINISO出国是一次“被动”的尝试。凭借全球化的机遇,2018年MINISO实现收入170亿元人民币。 MINISO的全球商店网络和庞大的粉丝群使MINISO成为新兴力量,在零售业中不容忽视。

After these years of continuous growth, Marvel has gradually become the largest IP series in the film industry. How to use these IPs to develop peripheral markets, MINISO’s low-cost and high-quality business philosophy, and retail terminals around the world have provided Marvel with Different cooperation ideas.

经过这些年的不断增长,漫威已逐渐成为电影行业中最大的IP系列。如何使用这些IP来开发外围市场,MINISO的低成本和高质量的经营理念以及世界各地的零售终端为Marvel提供了不同的合作思路。

Ye Guofu said that Marvel belongs to the world's top IP. Good products should benefit the public, not exclusive to a few people. MINISO will continue to follow the concept of high-quality and low-cost products and bring Marvel fans around the world. Go to genuine peripheral products with first-class quality and affordable prices.

叶国富说,漫威属于世界顶级知识产权。好的产品应该使公众受益,而不是少数人专有。 MINISO将继续遵循高质量和低成本产品的概念,并将Marvel粉丝带到世界各地。选择具有一流质量和实惠价格的原装外围设备。

The joint name of MINISO and Marvel gave fans of both sides a complementary opportunity. Marvel uses cute and exquisite peripheral products to impress female customers, and MINISO also uses superhero images to attract male consumers who may not have followed boutiques.

MINISO和Marvel的共同名称为双方的粉丝提供了相辅相成的机会。漫威使用可爱精致的外围产品打动女性顾客,MINISO还使用超级英雄的形象吸引那些可能不喜欢精品店的男性消费者。

The enthusiasm of Fulian 4 has made the Marvel superhero culture popular around the world, and MINISO has turned this culture into mugs and entered the homes of fans all over the world. The joint name of MINISO and Marvel proves that IP, which is popular all over the world, should be within reach.

富联4的热情使漫威超级英雄文化在世界范围内广为流行,MINISO将这种文化变成了杯子,并进入了全世界歌迷的家中。 MINISO和Marvel的共同名称证明,在世界范围内流行的IP应该可以实现。

Co-branding has been widely used by merchants for product marketing in recent years. A pair of sneakers co-branded by Nike and a certain trendy brand will cause young people to snatch it. LV's street co-branded bag allows fans to line up in front of each store. IP economy seems to be the marketing "magic oil" of various brands. effective.

近年来,联合品牌已被商家广泛用于产品营销。一双由耐克和某个时尚品牌联名的运动鞋会引起年轻人的抢夺。 LV的街头联名包可以让粉丝在每家商店前排队。 IP经济似乎是各种品牌的营销“魔力油”。有效。

For the retail industry, it is not easy to play a good joint name. How to grasp the needs of consumers and launch suitable co-branded products to realize the realization of IP, and how to fully tap the value of IP into greater commercial profits, MINISO has given other players in the retail industry a good answer.

对于零售业来说,要打好名字并不容易。 MINISO如何把握消费者的需求并推出合适火狐视频app下载安装的联合品牌产品来实现IP的实现,以及如何充分利用IP的价值来获得更大的商业利润,MINISO为零售业的其他参与者提供了很好的答案。

MINISO clearly divides the needs of consumers into three, the higher the better the quality, the lower the better the price, and the freshness forever.

MINISO将消费者的需求明确地分为三部分,质量越高越好,价格越低越好,并且永远保持新鲜。

In order to achieve the coexistence of high quality and low price, MINISO has learned from Costco, which is far beyond the ocean.

为了实现高质量和低价格的共存,MINISO向Costco学习,这远远超出了海洋。

From the appearance of the logo and product route of MINISO, you might think that its "teacher" is Muji, Daiso or Uniqlo, but in fact the mentor of MINISO is more like Costco on the other side of the ocean. .

从MINISO徽标的外观和产品路线来看,您可能会认为其“老师”是无印良品,大创或优衣库,但实际上MINISO的指导者更像是海洋另一端的Costco。 。

Costco adheres to the operating philosophy of low inventory single product (Sku) and low product gross profit margin. Costco has only about 3,700 Skus, which makes Costco's management costs and inventory pressure much smaller than Wal-Mart's 100,000 Skus.

Costco坚持低库存单一产品(Sku)和低产品毛利率的经营理念。 Costco只有约3,700 Skus,这使Costco的管理成本和库存压力大大小于沃尔玛的100,000 Skus。

After comparing the Skus of many MINISO stores, it can be found that MINISO basically controls the Sku at around 2300. With the support of many franchisees, MINISO has started a virtuous circle of operations:

在比较了许多MINISO商店的Skus之后,可以发现MINISO基本上控制了Sku在2300左右。在许多加盟商的支持下,MINISO开始了一个良性循环的运作:

MINISO can use the start-up funds of franchisees to open a large number of new stores in a short period of time, and then rely on a single product with a volume of millions of demand to lower prices from suppliers, which can keep the purchase cost of goods low enough.

MINISO可以利用加盟商的启动资金在短时间内开设大量新店,然后依靠需求量达数百万的单一产品来降低供应商的价格,从而保持采购商品成本足够低。

After lowering the purchase cost, MINISO maintained a gross profit margin of 8%, allowing the reduced cost to benefit consumers, thereby establishing an image of high quality and low price, attracting a large amount of passenger flow, and realizing small profits but quick turnover.

降低购买成本后,MINISO保持了8%的毛利率,从而使降低的成本使消费者受益,从而树立了高质量和低价格的形象,吸引了大量客流,实现了微薄利润但周转迅速。

MINISO compresses the product price to a price within reach, which is not only more popular with consumers, but also frees up more premium space for co-branded products, giving IP a better opportunity for realization. Since the quality of the products is guaranteed and the approachable prices are exchanged for considerable sales, MINISO is indeed a high-quality partner for the IP side.

MINISO将产品价格压缩到可以承受的价格,这不仅在消费者中更受欢迎,而且为联名产品释放了更多的溢价空间,从而为IP提供了更好的实现机会。由于产品的质量得到保证,价格可观的价格可以换来可观的销售额,因此MINISO确实是IP方面的高质量合作伙伴。

In addition, MINISO knows that the value of IP to the retail industry is not only the added value of commodities, but more importantly the traffic it brings.

此外,MINISO知道,知识产权对零售业的价值不仅是商品的附加值,而且更重要的是它带来的流量。

The spontaneous fan dissemination effect produced by co-branding with a big IP is difficult to achieve no matter how much money is spent on advertising. With the help of IP culture fans’ sharing on various media, the IP fan group is transformed into potential consumers. Chuangyoupin virtually gained traffic outside of its target group.

无论在广告上花费多少钱,与大IP联合品牌产生的自发粉丝传播效果都难以实现。在IP文化爱好者在各种媒体上分享的帮助下,IP粉丝群体转变为潜在的消费者。创优品几乎在目标群体之外获得了流量。

Constantly co-branding with new IP also keeps its brand young. The young people's market has become the focus of capital. The easiest way to break the brand's inherent impression and cater to young people is to co-brand.

不断与新IP联名还可以保持其品牌年轻。青年市场已成为资本的焦点。打破品牌固有印象并迎合年轻人的最简单方法是联合品牌。

MINISO’s crazy co-branding activity successfully built itself into a young retailer, which also means that if the IP side wants to reshape its young image, MINISO will be a suitable choice. The joint activity between Tao Taoju and MINISO may indicate that MINISO has begun to transform from an IP hunter into a "young retail" IP itself.

MINISO疯狂的联合品牌活动成功地将自己打造为年轻的零售商,这也意味着,如果IP方面希望重塑其年轻形象,MINISO将是一个合适的选择。陶涛菊和MINISO之间的联合活动可能表明MINISO已经开始从IP猎人转变为“年轻的零售” IP本身。

If a year ago you still felt that MINISO, with such a weak brand power, was co-branded with Marvel, do you still maintain this idea now?

如果一年前您仍然觉得品牌力这么弱的MINISO是与Marvel联名的,那么您现在仍然保持这个想法吗?

When you hear the slogan "Welcome to Miniso" when you go shopping, you will still speed up your pace with disgust, or want to go in and see what suits you.

当您在购物时听到“欢迎来到Miniso”的口号时,您仍然会恶心地加快步伐,或者想进去看看适合自己的东西。

 
 
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