Give it to Ouyang Nana, a brand starting idea worth a thousand gold

Recently, the celebrity Ouyang Nana launched the brand "nabi", but the "high price" and "low quality" of its products caused controversy. The author of this article started with this incident, analyzed the brand idea, and put forward some suggestions for starting a brand. Let's take a look.

How to shift from a sales mindset to a brand mindset?

What is this brand mindset? How can it guide brand building?

This time, I will start with Ouyang Nana’s incident and analyze it for you.

1. Background

Recently, Ouyang Nana launched a brand named "nabi" with the same name as her nickname. The WeChat Mall launched 8 products, including a bathrobe for 998 yuan, socks for 168 yuan, and an eye mask for 148 yuan. Ouyang Nana once said in the promotion that it took 3 years for Nabi to be launched.

However, many netizens said after receiving the product that the high price of the product is not proportional to its "low quality". Even fans said: "It's too expensive."

At the same time, some people also found out that the bathrobe of Nabi, which costs nearly 1,000 yuan, costs less than 100 yuan. 86% of the material of the bathrobe is polyester fiber. Also known as polyester, it is not breathable, does not absorb moisture, and is cheap. The cost of the bathrobe is about 50 yuan, and it is not suitable for close-fitting wear. Such characteristics are different from what Ouyang Nana said when promoting the brand concept, claiming that "I hope to bring lightness and casualness like clouds."

Soon, #Ouyang Nana brand 988 yuan bathrobe costs less than 100 yuan# became a hot search and caused heated discussion. Some netizens commented, "She could have just snatched it, but she had to give you a disposable hotel product with a logo printed on it"...

Maybe Ouyang Nana herself didn't expect that she is a star, has influence, fans, stories to tell, and her products are all worth three figures, but why did she launch the Nabi brand and be criticized by public opinion as a way to cheat people?

Supreme sells bricks, but a lot of people are rushing to buy them. Dior clothes are not very good-looking, but a lot of people are showing them off. Edison Chen's trendy brand clot is doing well, but no one says it's a scam? If this bathrobe is printed with the Hermès logo, even if it has a zero, people won't think it's expensive, right?

Why is Ouyang Nana accused of being a leeks cheater? If you want consumers to be willing to buy 988 products, what should you do right? This article will analyze it.

2. User Mindset

The core reason is the user's mind. It takes a process to build a mindset. Everyone knows Ouyang Nana as a singer and artist. She suddenly created a brand, which completely exceeded everyone's perception of her.

Therefore, although Nabi is a popular brand, it does not have its own brand identity and positioning in the minds of consumers.

There is a very important statement in positioning theory: the ultimate battlefield of competition is the mind of the customer.

Many people think that positioning theory is outdated, but just based on this sentence, positioning theory is not outdated.

Although Ouyang Nana is a star, what the star effect brings to the brand "nabi" is traffic, not brand awareness, let alone brand assets.

What is brand mindset?

Mind is a psychological concept. After being introduced into the business field, it is used to represent consumers' familiarity and favorability towards brands and products, a kind of habitual psychological cognition.

Before buying, consumers will rely on their own research and other people's advice to form their own judgment. Brand awareness will bring consumption tendency and consumer trust.

Why do brands with strong brand power bring their own traffic? It is because of users’ consumption tendencies and trust that make them dare to place orders.

Consumers are afraid of stepping on thunder from brands without brand power. No matter how good the business says, in their eyes, it is not necessarily credible, after all, there is no basis for trust. Therefore, every time a new product is launched, it has to be promoted from scratch, which is costly and laborious.

"Nabi" has no other mindset except the brand created by Ouyang Nana, not even a brand positioning. Why would users buy such a product? After finally launching on the market, users' mindset about the product turned out to be poor quality and hotel style, which directly put the brand into the cold palace.

3. Having traffic does not mean having brand power

Why do celebrities like to open restaurants and build brands? The core reason is that celebrities bring their own traffic. While ordinary restaurants and brands still worry about how to attract traffic, celebrities' industries can be directly monetized through traffic. So celebrities are eager to start side businesses and make a quick buck while taking advantage of their influence. But the biggest problem is that celebrities pay too much attention to traffic and ignore products, brand awareness, and the accumulation of brand assets.

Not to mention Ouyang Nana, many e-commerce bosses and new consumer brand bosses also don’t understand this. After all, for those bosses who calculate ROI through traffic, brand awareness and brand assets are illusory concepts, far less real than making a profit from every sale.

In the eyes of many people, traffic = brand power, high sales = brand power.

However, although there are no precise numerical measurement indicators for mind and assets, their value is indeed very important.

4. Why is mind important?

Mind is both category recognition and brand impression. What kind of brand you are is not determined by your slogan or the entire brand positioning.

It is determined by the minds of consumers.

Whether it’s a big brand or an emerging brand, it’s the same.

Many big brands will cross borders. Gree, Haier, and Lenovo all made mobile phones, but they were all unsaleable. Haier created a high-end brand named Casarte. The former goes against the user's mind, while the latter conforms to the user's mind. In everyone's eyes, Gree sells air conditioners and Haier sells refrigerators. Suddenly entering the mobile phone industry, it goes against everyone's perception.

In everyone's eyes, Haier is just a popular home appliance brand. In the minds of consumers, the brand cannot support high-end and high prices. Therefore, a new brand must be created for market promotion.

In everyone’s impression, Huaxizi is a makeup brand, and in everyone’s impression, PROYA is an adult skin care brand.

Suppose Huaxizi launched Huaxizi sensitive skin skin care products, and PROYA launched PROYA children's skin care products, when people buy them, will they hesitate whether to buy them?

This is brand mindset.

In addition, brand awareness must be supported by products. Many brands make a mistake:

As long as you spend money on promotion, advertise everywhere, and launch saturation attacks, and have sales, you will become a brand.

Without good products to support it, even a celebrity restaurant will eventually close down, and the celebrity’s products will also be criticized. After all, in this era, consumers have too many choices, and consumption is originally for self-pleasure. If the product cannot make consumers happy, all that is left is the constant loss of users and criticism on social media.

Nokia was once a global mobile phone giant and a world-renowned brand, but it eventually disappeared. Was it because its brand power was gone?

The biggest problem is product strength. Apple's mobile phone has become the dominant player not because it has a lot of advertising, but because it has subverted the industry with its products.

Nokia has lost its luster due to its weak products, let alone emerging consumer brands, which lack both financial resources and product strength.

5. Suggestions for Ouyang Nana

If Ouyang Nana wants her self-created "nabi" brand to become a brand and she wants to sell a bathrobe for 998 yuan without being criticized, then how does she build the brand step by step?

1) Positioning and brand system

This is an old topic. Nabi needs to have its own brand positioning, whether it is a trendy brand, girly clothing, or something else. Instead of just selling clothes, socks, and eye masks all at once, when you think of Nabi, you can only think of Ouyang Nana's brand.

Apple abroad, Xiaomi and Gree in China, and even some independent designer brands, all have the influence of their founders, but the brands also have clear positioning. When we think of Xiaomi, what comes to mind is: born for enthusiasts.

When we think of Hammer phone, the first thing that comes to mind is Luo Yonghao's Hammer phone.

Based on brand positioning, build the brand system, including visual system, product development, product naming, product series, user groups, etc.

2) Personality building

When people think of Edison Chen’s brand clot, they think of it as a trendy brand, because Edison Chen is known as the “Godfather of Fashion” in China.

The birth of the nabi brand is tied to Ouyang Nana. When you think of nabi, you naturally think of Ouyang Nana. However, Ouyang Nana's identity, daily dress, has nothing to do with "fashion". If the founder is not trendy, naturally consumers will not think that the brand represents a trendy brand.

Of course, whether you are trendy or not is not simply defined through the media or public relations. Your daily dress, the activities you participate in, and the circles you integrate into should all be related to "trendy" so that everyone thinks you are "trendy" from the bottom of their hearts.

3) Product visual system

As long as we are human, our perception of new things depends first and foremost on vision.

Why do many brands hire external models for shooting, collaborate with well-known designers for visuals, spend a lot of effort on product packaging and detail pages, and spend a lot of time and effort on the decoration of offline physical stores?

The core reason is to give consumers a different visual experience and convey the brand's tone and mind through vision.

In contrast, Nabi’s mini program store and detail page can only be described as perfunctory. I even suspect that the store does not have full-time operations and art designers.

4) Product innovation support

How do consumers experience a brand, build brand awareness, and spread brand reputation?

It must be the product.

I keep talking about content, content. In fact, content is no longer limited to pictures, texts, videos, and words. Any information that a brand conveys to consumers is content, including products.

Li Ning has been on a downward spiral since the 2008 Olympics, and the main reason is that its products are too ugly. Although it is a well-known brand, its product sales are dismal. Although it has changed many CEOs, it has not been able to reverse the downward trend.

In 2018, the national trend Li Ning was born. The biggest change was the great innovation in products. Through products, the national trend Li Ning's mind was shaped and strengthened. Seeing such products, it is hard for people not to think of the national trend.

The influence of a brand is also inseparable from some key milestones. In 2009, Nike launched the global 1 World Air Force 1 theme for its own sneakers, inviting many artists or musicians to launch limited edition Air Force 1 series. Edison Chen's work was amazing, and it was collected by trendy brand fans as soon as it was released.

This is a pair of red Nike sneakers named "RED SILK". The ancient silk culture is innovatively attached to a pair of sports shoes. The main color is the traditional Chinese red. The upper material is made of smooth satin fabric, and the Chinese diamond window pane auspicious pattern is added. It has brought an unexpected sales miracle.

In 2018, CLOT released the white silk version of the Nike co-branded shoe "WHITE SILK". In October 2019, the blue silk version of the Nike and CLOT co-branded sneakers, priced at $250, triggered a buying frenzy among fans, because everyone knows that if you can't buy it, you may have to spend more than 10,000 yuan the next day to get it.

The first P in the 4P theory of marketing is product. They sell the same pajamas that are not as good as those in a five-star hotel for 988 yuan just because it has two more ears. This is really overestimating the leeks.

5) Brand and product content expression

Ouyang Nana cannot become a fashion godmother like Edison Chen in the short term, so she should focus more on the expression of brands and products, weaken herself, and express content through brands and products.

When Lei Jun founded Xiaomi, he was just a newcomer entering the mobile phone industry from the Internet industry. Although he was an Internet celebrity, he did not have enough influence to endorse mobile phones.

But Lei Jun is very smart. He stands behind the scenes and pushes the brand "Xiaomi" to the front, emphasizing "Xiaomi, born for enthusiasts" and downplaying his personal IP.

Guanxia, ​​although everyone in the industry knows that the founder is Hippo Brother Liu Huipu, a former executive of Jumei. However, all external PRs have never revealed his real name, and only use his English name instead: Mr. Elvis. Because Hippo Brother knows that they want to highlight the brand, not the personal IP, and his past experience has little to do with fashion, and may even affect everyone's brand mindset for Guanxia. Guanxia's PR has always introduced their partners, Shen Li, a former senior media person at Harper's Bazaar, and Khoon, a Korean-American designer who graduated from Yale.

Are Guanxia’s products disruptive innovations?

Actually, no.

But his content and product expression are very successful.

From Guanxia’s products and user content, we can see that they really put a lot of effort into it. Whether it’s the product’s name, visuals, or raw materials, they are all conveying to everyone that this is a Chinese brand with style and personality.

I suggest Nana to research more fragrance brands, including Guanxia and Wenxian.

6) Letter of Trust

Whoever you are with is who you represent.

Why do many brands want celebrities to endorse them, why do many people want to take photos with bigwigs, why do successful people drive luxury cars, wear famous watches, and have big logos on their belts? In the final analysis, it is all about the grafting of influence.

Therefore, if you are a trendy brand, you should strive to appear at New York Fashion Week, Milan Fashion Week, etc., and gain endorsement from fashion weeks.

Nana asked many celebrity friends, including Xi Mengyao, to recommend her, but they obviously only had traffic but no labels. What kind of people obviously have labels? They must be professional. People who can represent the "trend".

Author: Keny Wei , WeChat public account: Marketing Lao Wang