roseonly

roseonly花店是一家定位在高端人群的网络花店，是今年2月火热起来了，虽然roseonly再次取得了成功，但是roseonly绝对不是行业中最先开创这种模式的网上花店。比如说去年快速火热起来的野兽派花店就是roseonly的参考对象，如果你现在登陆roseonly去看看那网站样式的话，你就会觉得这个网站怎么似曾相识一样了。

在2013年2月，在网络上通过roseonly用这辈子仅有的一次机会给心爱的人送上一朵花成为了一阵席卷大陆网络买花潮流，因此roseonly也就引发了众多互联网媒体对其进行的争先报道，于是就这样一种新型的定位于高端用户人群的电商网站就成为互联网人的分析对象，下面就是关于roseonly花店的分析及报道!

roseonly：一辈子只送一个位佳人

In early 2, a company called roseonly network shop one night in the micro-blog, micro message in crazy turn.

The reporter observed, roseonly Florist its position in Chinese high-end brand shop, the roses all from foreign shipping, and top box packaging service.

The most special is the florist has a unique marketing: in the flower shop flowers, life can only send a beauty. Through the micro-blog and notice of its website, buy roses in roseonly, you can only give only TA love on. When you fill in the TA data, they will give the reminder: roseonly rose, a lifetime can only send a beauty. So, write to, recipient's name will be branded in roseonly. They want to send a signal: roseonly witness, is he the one for you.

After the enlargement of social media marketing point, the moment was detonated. The netizen expresses, this shop such creative marketing is "flower", really touched the hearts of the people, girls will appreciate and agree. However, this kind of marketing also brings in the question, especially men against, "who will only send a girl fall in love rose, the primary time did not dare to confirm who is the only. This user defined threshold will be many customers to the outer. Such marketing limited, whether can make money? Look just for show, do not meet the commercial logic."

Analysts also said, from the beginning of the second half of 2012, the network shops emerge in an endless stream, go high-end route to the shop to "love story", "emotional marketing" as a selling point, through social media to form a word-of-mouth marketing. "Do not make price war" is this type of shop characteristic, by shaping the brand, the brand premium is high margin sales, breaking the low-end positioning the past electric business price war. There are certain features of roseonly, be worth observation.

2012 electric remains low, even some people judge "s dead". In the "low" situation, positioning in the high-end market shop, whether it is for another test chambers? You optimistic about the human challenge flower pattern?

roseonly老板是谁?和李云迪、杨幂那些明星又有什么关系?

Roseonly boss is by the famous venture capitalists Pu Yi (Perry Pu), his low-key, it is understood, Pu Mr. Yi is venture partners with the German capital.

Pu Yi prior to founding roseonly, invest in dianping.com, dream Basha and front net outstanding case; and has successfully created for mobile advertising, the real-name system where doctors academic social networking platform "white angel" and other well-known companies, from investment to entrepreneurship, never missed. Young billionaire, also let him into a person who enjoys life, drinking wine, playing golf.

As for the relationship and the star, in fact just Yundi Li, Yang Mi in their Roseonly buy flowers.

Roseonly会否昙花一现?

Recently, a domestic newly established online flower shop quickly jump red, the site only sales rose, and the formulation of the "life can only send a person" purchase rules, a new marketing concept immediately attention. Just two months, the site will be Chinese fashion group investment. This website is the "Roseonly".

In fact, the marketing concept is not the site first, but from the Australian namesake shop business model. So far, the shop sales performance is still unknown, but the extensive attention from its ability to attract investment and its cause, is already very successful marketing.

Enter the website, home page is only a product -- flat box 12 sticks of imports rose production, divided into white, red, orange and white with pink edges of 4 colors, unified price of 999 yuan per box, and limited sales.

See here, you may ask, flowers can be sold so? In fact, Roseonly traffics not rose itself, but to their loved ones "love life" commitment, rose is the commitment of the carrier. That is to say, if you send the Roseonly rose to your lover, equivalent to her high-profile shout out "only love you for a lifetime". This to accept flowers, the psychological satisfaction of nature is much larger than the other gifts. Therefore, from this point of view, Roseonly is a very successful marketing case.

I think, this case can bring two inspirations to the florist industry:

One is to pay attention to customer's emotional needs. Flowers consumption is a kind of high-end consumption patterns, which belongs to the category of emotional consumption. The florist in product design and marketing plans, consideration must be given to the sender and recipient's emotional needs. If can be very good grasp of this point, customers in the consumer's focus will naturally from the flower itself.

The two is the pursuit of refined products. Product is not, but whether it can meet the emotional appeal of a population. The shop on the flower quality at the same time, should also be concerned about the complexity of packaging, the packaging not only refers to tangible packaging, including those in order to help customers achieve emotional appeal accessories, such as fresh cut cards, etc. that blessing.

I think in the analysis of the unique idea of the web site, at the same time, the project also hidden three questions:

One, the product is too single, it is difficult to meet customer demand other buy flowers. For this, I believe that web site operators are also very clear, and there will be follow-up product launch.

Two, product design is very simple, the lack of core competitiveness. Relying solely on customer emotional demands of this magic weapon, is unable to bear such high profit products. Once the market on the emergence of a large number of imitation, the product price is difficult to maintain the current level of. But the customer will choose to lower prices to achieve the same appeal, therefore, will eventually lead to customer shunt.

Three, it is difficult to maintain the customer's freshness and viscous. When customers express "love life" this appeal can be any other way, the customer's "return" will decline. This alone "fresh" build up brand advantage will be all gone.

In summary, Roseonly flash point is the concept of marketing and promotion, rather than the product itself. For the flower retail industry, design ability is the secret weapon of its core competitiveness and can never be imitated, and the success of the concept of marketing and promotion, only as a magnifier, no core competitiveness, and strong marketing will lose foundation. If the florist industry operators to pursue those quick profit means of marketing, core competitiveness and ignore the design ability and the enterprise itself, it will make the already short-sighted industry becomes more and more.

roseonly和野兽派一样开创了一个新的售花模式，不管未来的发展前景是否令人看到，这几年，roseonly和野兽派这些定位在高端用户的网络独立花店都还是会因为特色化的高质量服务和万千处在恋爱追求期间的潜在用户，取得令人满意的成绩。