Interview guest: Li Wei, marketing director of EBERY light luxury customization
Huiya.com: today, EBERY grandly released the brand upgrading strategy with the theme of "designing and building the future". Could you please introduce why EBERY launched such a brand strategy? In the process of brand upgrading, what new measures has EBERY taken?
Li Wei: the brand upgrade of EBERY is "building the future with design." it could be interpreted from two aspects:
On the one hand, the consumption level of the consumers had changed and the consumption had upgraded.As customers' taste had been improved, their requirements for the design of the products would be higher and higher. They needed products with a sense of design;Two, there was a saying that "no design is not customized" in the current customized industry, and design would be the core of the extravagant customized by EBERY.Nowadays, more and more customers will invite their designers to design in the process of decoration, so when they pursue higher quality, they need more products with a sense of design. This is also the reason why we take design as the strategy of the whole brand development.Based on the trend of consumption upgrading and industry development, industry characteristics, and customer's product demands, we have established a brand strategy of "design for the future".
In the process of brand upgrading, we have made a lot of new measures. First of all, we attach great importance to the product design and regard it as our competitive ability, so we will launch more than 10 products this year to meet the needs of all cities, such as cities of earth level and county level. This is the first part of our measures in product design;The second part is about the designer channel. We have cooperated with 10 international famous designers, and the EBERY brand and products have been highly recognized and commented by them.Next, we will increase the marketing of our products in the design circle, and we will affect the people with influence.The designer is the opinion leader of our home decoration industry, and these well-known designers are also the opinion leaders of the design circle, so our cooperation with them will greatly enhance our brand influence in the designer circle and the marketing speed of our products. These are some measures we have taken around the design section.Next, we will be committed to becoming an enterprise that regards design as its core competitive force.
Huiya.com："In this brand upgrading conference,EBERY not only brought the latest brand upgrading plan, but also attracted the attention of many consumers. At the same time, It also released the latest products.What is the new product's position in the product planning of EBERY?
Li Wei：After our brand has been upgraded, we have released 5 products, and these 5 products have been developed according to our entire product development array.The 5 new products were listed, including the Melissa series, the Mulsanne series, the Aurora series, the Buddhist Mood series and the Morandi series.Among them, the series of Mulsanne and the series of Melissa are specially used for the channel cooperation of designers. They are high-end customized products.We also have high-quality products. For example, the Morandi series are very fashion products, so all the products of this series are designed in a light and extravagant style. This is the main line of our product design.Our products are graded from price to price. At the same time, we will cover all our products with different styles and materials to meet the needs of our high-end customers. This is more conducive to the market expansion of our brand and stores.In particular, our current products have been IP oriented, and each of them has its own influence and reputation. For example, the Melissa series has become a product recorded in the best annual seal of the domestic industry in 2020~2021. A total of 100 products have been selected in the entire building and furniture industry, and Melissa is one of them. At the same time, this product is a hot product of the red cotton Design Award in China.This product was also highly praised by the professional judges of the industry. It was a very distinctive product.
Next, we will apply for red dot design awards and other awards to show our products' features to the majority of consumers, especially some high-end designers who also like products with design features.After we upgrade to the light luxury customized clothes, we will gain more market shares in the future high-end market. We welcome all the high-end agents from all over the market to explore the market and seize the opportunity with us.
Huiya.com: what will the focus of the brand in 2021 be?Do you have any new strategic goal?Please giving a comprehensive introduction of this year's plan.
Li Wei：In 2021, our focus will be on the brand Upgrading -- to build the future with design, and to take design as the core competition of EBERY.
We hope to make our design into our production capacity, so that our design efficiency can be effectively improved, and we can really meet our requirements of providing three design plans for high-end customers (grads);
The second is to make our design become our competitive power. We can create more unique and different products through design, so that we can be highly recognized by the designers and the design circle;
The third is to make our design into our channel power. Next, our product marketing will also participate in the sample room section of the real estate. We will sell the bound furniture in the sales section, and let the design assist us in developing new channels;
The fourth one is to make the design into our selling ability.What was the marketing?Our design is unique and highly recognized by all kinds of big names in the design circle. Then it will be more convenient in marketing, because we have made it to affect influential people.After these opinion leaders endorse the brand and products of BELLE, the customers' recognition of BELLE would be greatly improved;
The last one is to make the design into our attraction.After we upgrade to a fixed price, we can make the customer value reach more than 200 thousand, and one order is equal to 35 orders. In this way, we will have more resources, time and energy to serve our customers well, so as to improve our overall service quality.
Therefore, this year, we have adopted the strategic principle of design driven marketing, and used the five forces of our design to push the entire brand strategy to fall into place. This is the center of our brand this year.At the same time, in the new strategic planning part, we will also focus on cooperation with some high-end designers. This year, in the design circle, we will let our brands and products give more opportunities for our designers to experience and participate in more communication activities.Although we have cooperated with some designers like Meng Ye and David Picasso at the beginning of this year, we hope to expand our cooperation to a wider range and establish a deeper cooperation with famous designers around the world. This is some of our strategic goals and landing directions in 2021.
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