Last night, Nana Ou-yang, a talented girl, went on a hot search again. Coincidentally, this hot search was not because of any new works, but because nabi, the first self-created brand to enter the business world, was ridiculed for its exaggerated pricing and lack of design sense.

165438+1On October 22nd, Nana Ou-yang's own brand "Nabi" was launched on WeChat applet. The first "Yunduo Capsule New Series" includes 8 products including sweaters, trousers, pajamas, bathrobes, socks, eye masks, scarves and dolls. The most expensive pajamas and bathrobes cost 988 yuan, and the cheapest eye mask costs 148 yuan, even white socks 168 yuan, which is staggering.

Subsequently, the entry # Nana Ou-yang brand bathrobe, which cost less than 988 yuan 100 yuan, was posted on the hot search, which triggered a hot discussion among netizens.

Some loyal fans said that nabi's design is above their own aesthetics, so they are willing to pay for it. Most of the products are sold out quickly with the hot discussion of netizens.

First of all, we have to admit that the star's own brand will have a star effect, and the brand can also be premium. Take Pierre Cardin as an example: the same clothes, the same suit, a suit without a brand, compared with Pierre Cardin. You may be willing to spend thousands of dollars more on Pierre Cardin, but in fact it is similar to those without brands, except that there is an emotional value in it, which is determined by consumer psychology. Because of this consumer psychology, you must shape your own brand into an image higher than other brands in the eyes of consumers. With this image, the premium of the brand has become a natural thing.

However, not all consumers are willing to pay the brand premium. Quality-sensitive consumers are more willing to pay a premium than insensitive consumers. A bathrobe with a price of 988 yuan is made of low-priced polyester fiber, and the design is simply "printing". According to insiders, even if other expenses such as design, marketing and channels are added, the market price should be between 300 yuan and 500 yuan. In other words, Nabi's brand premium is nearly 2 times, but even the most basic fabrics are unwilling to do some quality improvement. Some netizens spit: "Even if you use some cotton at this price? Don't fans even deserve cotton? "

It's not that consumers can't accept luxury goods, nor can they accept stars' own brands. As a luxury, it has uniqueness and scarcity, high input cost, fine production process and high quality. Luxury itself is to provide services for the high-end class of society, so its materials must be extremely particular. For example, Hermes, the best leather in the world will be shipped to Hermes processing base, and LV and Dior can only take the rest. Design accounts for a large part of the cost. Most luxury goods are designed independently. Luxury goods are pleasing to the eye because of clever design. They won't copy and learn from it like some fake luxury goods. They not only have to hire scary designers at high prices, but also bear the risks brought by market inspection. And why do nabi bathrobes cost thousands of dollars? 86% polyester fiber? Or an ordinary solid color bathrobe with no design highlights? Price and quality always account for one, right?

Stars should also investigate the consumer market when building their own brands. Consumers with many star effects are still fans. As a post-00 flow actress, Nana Ou-yang's fans are hardly independent post-00 students. For students, 988 yuan for a bathrobe is too high, and the cost is dozens of dollars! Some people say that this is a leek that is completely cut into fans. It is too ugly and unpopular. Others think that "Jiang Taigong is willing to fish" and Nana Ou-yang sells low-priced goods to luxury goods. Even if the price is clearly marked, it is hard to say that it is just and magnanimous.

In fact, in today's era of traffic economy, it is not uncommon for stars to create their own brands or live broadcast products. But stars, as public figures, have great social influence, especially for their fans. Therefore, as stars, we should not only abide by the law, but also actively assume more social responsibilities, including not passing on the values of "extravagant money worship" and not inducing underage fans to spend too much. Nana Ou-yang, a post-00 actress, is a minor fan, unable to distinguish right from wrong, think independently and live independently. Unreasonable product prices may lead to the wrong consumption view of underage fans! How many Nana Ou-yang are there in this world? How many people are rich second generation, rich girls? No matter fans or passers-by, everyone is almost ordinary people. Bad consumption concept will bring fatal harm to an ordinary family. It seems that fans pay the bill, but in fact, hard fans, parents and people pay the bill!

There is nothing wrong with the star's own brand, and the star's own brand premium can also exist, but no one will pay for those products that are so-so, of poor quality and outrageous prices. What's more, public figures should convey correct consumption views and values to fans and consumers! Eager for success and quick success will only ruin your future.