Nana Ou-yang, the girl next door, overturned because of her bathrobe and pajamas?
A pure white bathrobe is 988 yuan, a set of pure white pajamas is 988 yuan, and two pairs of pure white socks 168 yuan. Recently, Nana Ou-yang launched its own lifestyle brand "Nabi", and its staggering pricing triggered a heated discussion among netizens.
"Elder sister, is it outrageous?" "You can rob money, but you must clearly mark the price." "Do you know the age of your fan base? This pricing is really outrageous. " Fans and netizens spit.
Nabi focuses on a refined and comfortable lifestyle. A few days ago, the brand "New Series of Cloud Capsules" has been launched in the official applet of Nabi. The products cover 8 products including scarves, sweaters, pants, pajamas, bathrobes, socks, eye masks and rabbit dolls. At present, all products except bathrobes and pajamas are sold out.
From the material point of view, Nabi products are mainly polyester fiber: the outer fabric of pajamas suit is 100% polyester fiber, and the inner lining is 72% cotton and 28% mulberry silk; The bathrobe fabric is 86% polyester fiber, 13% viscose fiber and 1% spandex.
Source: Nabi WeChat applet
In the market, the cost of polyester fiber is not high.
165438+1On October 28th, Qing Xu, the head of a textile factory in Huai 'an, Jiangsu, told Time Weekly that polyester fiber, commonly known as polyester, is one of the cheaper fabrics. Taking towels and bathrobes as examples, the cost of polyester fiber towels is 0.035 yuan/gram, and the cost of bathrobes is around 50 yuan/piece.
"Even if cotton, silk and other fabrics are blended, the real cost of polyester blended products will not be too expensive." He said.
Undoubtedly, what really makes Nabi sell at a high price is the traffic and aura brought by Nana Ou-yang as a star. But if the premium is too high, it may be counterproductive.
128 October, 165438+ The reporter of Time Weekly tried to contact relevant parties in Nana Ou-yang, but no reply was received before the press release.
High premiums lead to spit.
Nana Ou-yang is not the first star to create his own clothing brand.
In recent years, many stars have used their traffic advantages to launch their own brands, trying to share a piece of the clothing market. Shawn Yue launched the personal brand MADNESS, Michael Chen founded the clothing brand TIANCBRAND, Bai Jingting founded the clothing brand GOODBAI, and Hannah Quinlivan founded the personal women's clothing brand JENDES.
In some brand stores, the products with the highest sales volume are often priced higher.
For example, in the crazy Tmall flagship store, the best washed corduroy pants cost 849 yuan; In GOODBAI flagship store, the best-selling hooded sweater of 1 costs 699 yuan; In Tmall Taobao store, the highest sales volume is a lambswool coat, the original price is 4 19 yuan.
Source: Taobao
Even the middle-priced clothes in the store are not cheap. Take MADNESS Tmall flagship store as an example, where the clothing of the same price is probably between 400 yuan and 500 yuan; GOODBAI flagship store medium-sized products from 300 yuan.
Behind the high pricing, the actual production cost accounts for very little.
Summer Xu factory opened 17 years. In addition to making its own brand products, his factory also took over IP brands such as Little Yellow Duck and Head Silkworm Monkey, and used some of its own brands for OEM production.
According to him, the process of OEM for the brand is very simple. Adding brand LOGO to existing products or patterns that need to be designed is generally based on the design of bare price of products.
"The pricing of how the logo is presented, where it is posted, how big it is, and what pattern to add is different." Qing Xu said that the OEM mode of Nana Ou-yang "Nabi" brand is the simplest and cheapest. "Just embroidered a LOGO, no pattern design. This kind of factory can also pick up. "
He calculated an account for the reporter of Time Weekly. According to the material of Nabi bathrobe, the production cost is about 60 yuan/piece, and adding a LOGO is about 65 yuan/piece. Including packaging design and brand authorization, if ordinary brands are sold on the e-commerce platform, according to the market industry, the price of a piece will not exceed that of 300 yuan at most.
Source: Nabi WeChat official account
Rui Liu, a textile manufacturer in Changshu, Jiangsu Province, used to do OEM production for the private brands of online celebrities and stars. She told Times Weekly that the cost of a cotton+polyester pajamas is around 70 yuan, and the ex-factory price is between 80-50%. But because online celebrities and celebrities spend a lot of money on product design and brand promotion, their own traffic attributes will give the brand a premium.
"When such pajamas are sold, the price is often higher than that in 500 yuan," said Liu Rui.
Compared with Nabi's 988 yuan pure white bathrobe, whether in 300 yuan or 500 yuan, the latter still looks "cheap".
In contrast, brand enterprises with similar positioning and similar products with Nabi still have a "tenable" gross profit margin despite more marketing investment.
For example, the brand Lok-CHO Young women's wear of Taiping Bird Group is specially designed for "18 ~ 25-year-old fashion girls", covering pajamas, household clothes, sweaters and shirts. Among them, the average price of pajamas and household clothes is around 200 yuan.
The financial report shows that in 20021and the first half of 2022, the advertising expenses of Taiping Bird were 526 million yuan and 654.38+92 million yuan respectively, and the gross profit margin of Laoting was 48.8 1% and 47.04% respectively.
But Nabi's marketing action basically relies on Nana Ou-yang's own attraction. Apart from Nana Ou-yang's brand promotion on social platforms, "Nabi" has no marketing action on e-commerce platforms.
With the popularity in the circle, Nana Ou-yang also presented nabi products to some stars and network celebrities, trying to promote them with the help of "dream linkage".
However, during this gift-giving process, Nana Ou-yang was pointed out by netizens that "gifts are graded", complaining that she was not decent enough: she gave a complete set of products from Ming Xi and three products from Zhou Yutong, while a blogger among online celebrities only gave 1 scarf. Some netizens even broke the news that some people only received a pair of socks.
Behind your own brand
In fact, despite the premium of the star's own brand goods, many fans are still willing to pay the bill because of their love and pursuit of the star. However, if the premium exceeds the star's personal value and influence, the actual cost and production materials are far from it, which will inevitably make consumers feel "value for money".
"The main business and core advantage of a star is not the management level of its specific brand. Creating one's own brand is the economic interest of a star in a huge fan base. Excessive brand pricing is not considered from the perspective of market economy and product cost, but more emotional investment value. "Zhang Dexin, editor-in-chief of China Lv Wen Innovation and Entrepreneurship Think Tank Series, pointed out to the Times Weekly reporter.
Xiang Kai, a young playwright director in China, told Time Weekly that the star's own brand price is too high, which is related to the star's appearance rate and traffic. "The higher the appearance rate and traffic, the higher the pricing. It is not a long-term solution for stars to do a good job in the industry and rely on the fan effect to' make money'. " Tell Kay.
So, how hot is Nana Ou-yang, so that she can have the confidence to set a high price for her brand?
Nana Ou-yang began to learn piano at the age of five and a half, cello at the age of six, held four concert tours at the age of 65,438+02, and entered the Berkeley Conservatory of Music at the age of 65,438+08. As a cellist, film actor and singer, he has multiple identities and has always been a star of tomorrow.
Nana Ou-yang has really become a "girl next door", a "grass grower" close to fans, but it still has to start from 20 18.
In 20 18, 18-year-old Nana Ou-yang officially signed a contract with the brokerage company Yixin. It was also in this year that she began to record her life frequently by shooting vlog, and shared her daily clothes on social platforms such as Little Red Book, recommending good quality and cheap things.
Source: Little Red Book
At present, Nana Ou-yang has 20 million fans in Weibo, and his Weibo topic "Nana's vlog" has exceeded 2.5 billion times; On Little Red Book, Nana Ou-yang also has 8.58 million fans, which makes him a mainstay of social platform.
Thanks to the sweet and youthful design and strong ability of "planting Amway", Nana Ou-yang is favored by fashion brands. According to incomplete statistics, Nana Ou-yang currently holds 3 1 brand business endorsements, including Givenchy, Sony, L 'Oré al Paris and Philae.
At the same time, fans who are "planting grass" in Nana Ou-yang are a consumption force that cannot be ignored. According to the star number data of CBNData, Nana Ou-yang ranks first among the post-00 stars, among which more than half are consumers born after 90 and 00.
Nabi, the first brand created by Nana Ou-yang, was criticized for its high price. This also means that the 22-year-old "girl next door" has the ambition to open up a new career.
According to the official account of Nabi WeChat, its affiliated company is Shanghai Navi Culture Technology Co., Ltd..
Tianyancha App shows that Shanghai Navi Culture Technology Co., Ltd. was established on August 7, 2022 with a registered capital of 5 million yuan. The legal representative is Hu Wenling, whose business scope includes literary and artistic creation. Cosmetics wholesale; Wholesale of handicrafts and collectibles; Wholesale of shoes and hats; Jewelry wholesale; Knitted textiles and raw materials sales. , wholly owned by NewsleepcoLimited.
In addition, the legal representative of Shanghai Xinshengda Entertainment Group Co., Ltd. is also Hu Wenling. The company was established in April 2020 with a registered capital of 5 million yuan.