Songmont Song, an original designer brand with high exposure. The brand slogan is: There are pines under the mountain (love in the heart), and there is warmth in the bag [Similarities and differences between Songmont and Guliangjiji] Songmont and Guliangjiji analyzed last time, b

Songmont Song, an original designer brand with high exposure

The brand slogan is: There are pines under the mountain (love in the heart), there is temperature in the bag

[The similarities and differences between Songmont and Guliangjiji]

Songmont and The last analysis of Guliangji Ji and are both designer brands that focus on women's bags. They have many similarities, but of course there are also obvious differences. Here is a detailed but concise multi-dimensional comparative analysis of :

Founding time :

l Similar points: By coincidence, both Songmont and Guliangjiji were founded in 2013. has passed the seven-year itch. Entering its ninth year, has entered a period of rapid and stable development.

founder background :

l Similar points: The founders of the two brands are a couple, and all four of them graduated from the Academy of Fine Arts. Professional background is crucial for designer brands

l Difference: The founder of Songmont has worked in global companies for many years, has global resources, and has many cooperation with foreign bloggers and KOLs. Although the founder of Guliangjiji is local, he gained a lot of popularity during Milan Fashion Week last year

Founder’s age :

l Difference: The founder of Songmont is about 40 years old, while the founder of Guliangjiji is in his early 30s. The gap of less than 10 years between and means that there are differences in experience, understanding of life, brand tone, main customer groups, entry points, potential, etc., which is clearly reflected in the product and promotion levels.

headquarters location :

l Difference: one north and one south . Songmont is headquartered in Beijing, with foundries in Guangdong and Hebei, and offices in Shanxi. The headquarters of Guliangjiji was located in Hangzhou in the early years and later moved to Guangzhou, close to the supply chain. Some differences in brand practices are related to regional differences.

financing status :

l Similar points: Tianyancha shows that neither brand has yet conducted financing . In fact, from the perspective of the development stage of , both brands have reached a stage suitable for financing and need financing.

Brand Story:

l Similar points: inspirational . In addition, the brand name was deconstructed during branding: the word "Songmont" was taken from the founder's name, which was decomposed into "There are pine trees at the foot of the mountain", giving people a humanistic and natural feel. And Guliangjiji is separated into Guliang and Jiji, the pseudonyms of the founder and his wife, full of a sense of couple.

l The difference: Songmont is the founder and mother who started the business together, Shanxi's grandma group, which mainly gives people a kind of Warm feel; and Gu Liangjiji is a love story, "guaranteing" love . The story of Laolao Tuan when Songmont was branded a few years ago is very vivid and touching. After the sales of started, OEM production was started at the same time. So it is a pity that "Laolao Tuan" can no longer be an important point in the branding of . And Gu Liangjiji's love story can be very long-term and has continuity, which is conducive to branding

l Relatively speaking, overall Guliangjiji's brand story packaging is fuller and more malleable

Customer group: Douyin index shows:

l Similar points : The TGI and proportion of the two brands in the 24-30 age group are very close to . In addition, the TGI of the 18-23-year-old and 24-30-year-old age groups are much higher than the average, while the TGI of the 31-40-year-old age group is far lower than the average.

l Difference: Songmont’s TGI and accounting for the 31-40-year-old age group The ratio is higher than Guryanjiji, and the 24-30 age group has the highest TGI and among all age groups in Songmont.Guryanjiji's TGI and proportion among the 18-23-year-old age group and the female customer group are higher than Songmont, and 18-23 years old has the highest TGI and proportion among all age groups in Guryanjiji.

l In other words, gu The customer base of Liangjiji is younger, and the performance of the two brands in the key age group of 24-30 years old is basically the same (for Songmont, the performance in this age group needs to be improved), in the older customer group Songmont has the advantage but there is still some distance to go before being favored by customers of this age group. Among female customers, Guliangjiji is more popular

price with :

l Difference: The price gap between the two brands of is very obvious . An analysis of the top 30 products sold in their respective official stores on Tmall shows that the average price of Guliangjiji is about 650 + . The most important price range from the mode perspective is 600 yuan to 700 yuan. The sales volume in this price range accounts for about the overall sales volume. 1/4. The average price of Songmont is about 1550+, which is about 2.4 times the average price of Guliangjiji ; the most important price range from the mode perspective is 1800-2000 yuan, and the sales volume in this price range accounts for nearly 1/3 of the overall sales.

l If you look at the average price alone, the two brands should target completely different customer groups and have completely different entry points for selection. But in fact, it is with a certain overlap. This is closely related to consumers' consumption habits. Girls tend to control . This is not only reflected in the above customer group data, but also in the cooperation with celebrities, KOLs, fashion media, etc. There is a certain overlap. In addition, Guliangjiji's ijiji brand focuses on the price range above 1,000 yuan, which has a certain overlap with Songmont.

l From another perspective, ijiji wants to target the price range and customer group that Songmont is currently targeting. In this sense, in the price range of 1,000-2,000 yuan, Songmont is one position ahead of Guliangjiji

Product focus and design :

l Difference: The two brands have different main features . Songmont focuses on practicality, emphasizing the (advantages) of materials, and is more mature in temperament; while Guliangjiji focuses on bags and accessories, emphasizing decoration, and the style is cute, cute, and cute

l In terms of originality of design, Guryanjiji gets relatively high ratings from consumers for . Judging from some customer reviews and media information, Songmont has been questioned to a certain extent, but at least "Songmont's early works are really good and very spiritual" (the original words of the customer review) . also draws inspiration from the designs of other brands and integrates them, which is also a common practice in the industry (as long as the copy ratio is not high).

product concentration is similar to the best-selling product :

l: the top 30 products sold in their respective official stores on Tmall Analysis, from the perspective of sales, the product structures of the two brands are relatively reasonable, showing an obvious echelon distribution, but there are also cases where the sales volume of the main product is not high. Moreover, ’s top-selling product will be launched no later than 2020, and will be followed by new colors and new models; although classic products can last for several years once they become classics, the ability to continue to create popular products needs to be strengthened

l Songmont: Sales Volume The leading products (accounting for more than 10%) are chocolate buns, vegetable basket buns, and tofu buns. The three together account for about 3/4 of the total sales. Among them, chocolate buns account for 1/3+ of the total sales, and vegetable basket buns account for about 1 /4. The sales volume of Wonton Buns and Song Basket Bags promoted by the brand are not satisfactory (Wonton Buns account for a slightly higher proportion on Douyin, about 10% of the total, but the total sales of Songmont on Douyin are only about 2k, and Hetian There is a huge gap in cat sales)

l Guliangjiji: The products with the leading sales (accounting for more than 10%) are cigarette case bags, Eva bags, and saddle bags. The three together account for more than 4/5 of the total sales, among which cigarette case bags Nearly 1/2 of the overall sales, Eva bag accounts for about 1/5.The sales volume of Tao Tao Bao, which is mainly promoted by brand, is not satisfactory. (the sales volume of Tao Tao Bao on Douyin ranks first in , but the total sales volume on Guliangjiji Douyin is less than 1.3 million, which is significantly different from Tmall). may be different from Tao Tao Bao. There is a certain relationship between the series pricing being higher than other product series

Diversification and multi-brand :

l Similar points: There is a sigh that the founders of the fashion industry have a diversified heart and the urge to multi-brand, but these two Brands may have gone through detours in terms of timing. . In terms of diversification, in addition to bags, Songmont also has product lines for accessories, clothing, etc., and Guliangjiji’s product lines covered in the brand history are also very wide. In terms of multi-brands, Songmont also has a brand "smorethings" (things outside one's body); while KUNOGIGI has made some adjustments, KUNOGIGI focuses on the basic line, while ijiji focuses on high-end

l Differences: Judging from the social fan messages, Songmont has been in the market for at least a long time Time has been multi-product line . Songmont MAG, another official WeChat account of Songmont that presents a lifestyle lifestyle, mainly promotes Songmont’s ready-to-wear . However, the official stores of Tmall, Taobao and Douyin and the official mini-programs sell few ready-to-wear products, much less than the official WeChat account. products; during an on-site visit to offline stores in Shanghai, almost no ready-to-wear products were seen on the first floor; therefore, is still unclear about Songmont’s strategic intentions in ready-to-wear.. In recent years, Guliangjiji has taken the initiative to strategically shrink (the author thinks it is correct, and I also believe that this is just a phased decision in the history of brand development). It no longer promotes clothing and shoes but focuses on bags ; Taking the Tao Tao bag as an example, other product lines are only presented in the form of peripheral products and joint cooperation. Strategically, they can advance and retreat, and they leave a lot of room and space for operations. All brands are showing the trend of fast moving consumer goods . The Douyin index and the WeChat index show that the data of the two brands of are higher than those of a considerable number of fast-selling brands that have been analyzed before. , This has to do with the topicality and attention of the bag itself, as well as the popularity of the two brands. Promotion investment is related

l Specifically, the Douyin index of the two brands is generally equivalent, with each other having different levels. Although the WeChat index is generally about 3 times that of Songmont, the recent 30-day situation is that Songmont is more than twice that of Guryan Jiji, achieving overtake

Marketing :

l Similarity: is a fashion brand, two Brands are mainly promoted through celebrities, fashion bloggers | KOL, fashion media | self-media, fashion weeks, platforms, head anchor live broadcasts, etc., and the frequency is not low. The topics of planting grass are mainly about style|COS . The shortcomings of are also the same. Except for a few cases, the overall level and depth of cooperation are not enough; there has not been a separate press conference (in fashion week), and holding a separate press conference is a sign that a fashion brand has reached a certain status. ; In addition, branding is still in its infancy.

l Differences: From the perspective of cooperation frequency, coverage, and depth of cooperation, Songmont’s resources in the fashion circle are much stronger than those of Guliangjiji. Of course, Guliangjiji’s resource accumulation speed has increased. Also fast . Gu Liangjiji's attempts in Arts and "TOTO UNIVERSE" are quite unique. The cooperation with the platform and leveraging the momentum are much deeper and closer than Songmont. The joint cooperation with trend partners and Paper Voice has made innovations

Online channel ：

l Similarity: Both brands have Tmall sales much higher than Douyin, which may be related to the strength of platform support . For example, Alibaba-based HeyDesign and Tianxia Online Merchant have provided support. But this also reflects that the two brands attach great importance to and invest in new channel forces such as Douyin. Compared with other new consumer brands, they are lagging behind .Other main similarities include: the average sales price of the Tmall official store of the two brands is higher than the average sales price of the Douyin official store, which basically corresponds to the consumption power of the platform's customer base; both brands are in fashion channels like Dewu Made some attempts

l Differences: There are no public reports on the private domain situation. From the official WeChat fan messages, it can be judged that the community activity of Songmont is higher than that of Gu Liangjiji . As for , as a brand that started from Taobao, Guliangjiji received far more support from Tmall than Songmont

offline channels :

l Similar points: For a long time, the two brands have cooperated offline with buyer stores and collection stores. Mainly, it is relatively late to open my own store, or I have plans but haven’t launched yet. Compared with the width and depth of the product line of , the offline private brand stores of the two brands are lagging behind. Of course, this may also be related to the repeated epidemics in the past two years.

l The difference: Songmont already has 3 offline stores. Private brand stores, including the flagship stores in Beijing and Shanghai, were just opened in 2021, and the designs of offline stores are quite distinctive (like valleys, mountains, rocks, etc.) . They feel at least not weaker than their product designs

Development bottlenecks ：

l Similarities: The main bottlenecks faced by the two brands are very similar, namely: the problem of brand upward development and the problem of design breakthroughs

l Differences: Songmont also needs to deal with diversification matters, and Gu Liangjiji urgently needs The supply chain and quality control need to be solved

[Songmont’s main market promotion in 2021]

Songmont’s main line of marketing in 2021 is very clear. In addition to new product release and promotion, it is mainly the opening of the Beijing flagship store and brand TVC in the first half of the year. The official announcement of the spokesperson and the opening of the Shanghai flagship store

l Songmont collaborated with Maizi on the brand short film "Maizi's Letter to Miss Jiang", but it seems that not much investment was made in promoting the film, thus affecting the effect . In addition, Maizi has cooperated with NEIWAI, 7or9 and other brands in recent years, but these brands are still different in tone. It may not be suitable to cover with the same brand ambassador. Songmont has done some promotional cooperation with 7or9, but the difference in brand propositions between these two emerging brands is still quite big.

l Songmont invited Lin Zihong as the spokesperson . However, judging from the Douyin index, Lin Zihong (born in 1993, Taiwanese) and Songmont’s customer base match generally , while the Baidu index shows that the peak of Lin Zihong’s voice volume occurred in 2016

[Others in Songmont’s sales data Findings]

Analysis of the top 30 products sold on Tmall,

l Taking 200 yuan as a price band, from a mode perspective, Songmont has the highest sales volume of 1800-2000 yuan (at least one price band higher than its average price), and the sales volume accounts for about 1% of the overall sales volume Nearly 1/3, followed by 1200-1400 yuan (at least one price band lower than its average price), sales accounted for about 22%

l Sales above 2000 yuan accounted for less than 5%, and sales below 1000 yuan accounted for only 20%

l Except for chocolate buns, vegetable basket buns, and tofu buns, no other product line sales account for more than 5%, which is an obvious shortcoming.

l The RESET reset series launched in 2021 accounts for about 1/7 of the sales. The biggest difference between the RESET series and the previous version is that the buckle has changed from a horseshoe buckle to a wonton buckle. Wonton buckle is expected to become one of the iconic elements of the Songmont brand.

l accessories sales account for slightly more than 5%, which is lower than the author’s expectation.

l Size perspective, medium sales account for nearly 60%, and small sales account for about 1 /4, mini and large sales account for about 10% of each. The data of confirms that Songmont consumers pay more attention to practicality

Songmont’s official Tmall store has 110+ SKUs, with prices ranging from 58 yuan to 2850 yuan. is estimated based on 70/30, and the average monthly nominal sales of Tmall stores is about 900w-1000w.Taking into account the Spring Festival and Valentine's Day factors, this data is lower than the average monthly sales in other months

Songmont Douyin official store prices range from 56 yuan to 3380 yuan. Analysis of the top 20 SKUs in terms of sales, the average price is 1320+. The average price of on Tmall is about 17% higher than the average price of Douyin. . From this perspective, it is unreasonable for the products with the highest sales price to appear on Douyin instead of Tmall.

A hidden concern is that Songmont Douyin official store and Xiaohong The scores of official book stores are not high for , Douyin's word-of-mouth score is lower than 4.5, and Xiaohongshu's store score does not reach 4.0 in any of the five indicators. However, the score of Songmont Tmall official store is 4.9, which is at a very high level of . In this case, may be related to the difference in the operational level of different channels within the company, or it may be related to the different emphasis and investment level of the company in different channels.

[What kind of customer group chooses Songmont? Key factors in consumer choice? 】

women are partial to control . Although judging from Songmont’s social fan messages, some consumers are very loyal to Songmont’s single brand. They buy all Songmont bags, or have bought dozens of Songmont bags. However, for most consumers, although they will focus on bag brands, they will also be more carefree and philanthropic

For consumers in the 24-30 age group, as age and income increase, Spending power is increasing. I began to abandon bags under a thousand yuan, and the psychological price moved up to the price range of 1,000-2,000 yuan, with the center point being 1,500 yuan. Even if this price range is not the main price range for purchasing behavior, there will still be attempts

In this price range, consumers are not only targeting mid-to-high-end products from domestic original designer brands, they can also choose bags from big-name foreign brands. low-end product. Comparing the two, each has its own strengths in design, and each has its own flagship and popular styles. In terms of brand, foreign big brands can generate more identity, while in terms of materials, original designer brands have a relatively advantageous . Therefore, what Songmont strives for is mainly to value materials and practicality (or coupled with national brand factors and cost-effectiveness) rather than big-name consumers . To borrow the words of an interviewee in a KOL interview conducted by Songmont’s official Weibo account, “For me, a good bag needs to have three essential qualities: able to carry, resistant to fabrication, and versatile.” It can be seen at a glance "

For consumers aged 31-40 who already have certain experience and material foundation, or younger consumers with stronger spending power, takes into account social needs and must focus on big-name consumption. Even consumers of this age group whose income is not that high will tend to spend the same budget on owning one big-name bag instead of multiple ordinary bags. However, for casual occasions or ticket-based purchases, design considerations, lifestyle or life attitude approval factors will account for a higher proportion of decision-making factors, while the importance of big brands and materials will be somewhat higher. Reduce

and take a look at Songmont's situation.

is designed with . I carefully read the customer reviews and fan messages on many social and e-commerce platforms, and visited Songmont's Shanghai flagship store . I feel that there are a few product lines that have outstanding designs. place, but overall it doesn’t feel like the design of is particularly outstanding. Let me mention the Cuan series . It is one of the few truly new product series launched by Songmont last year. Its design style is very different from previous products. quoted comments from fans, "The sharp and stylish bag body, eye-catching gradient color, very recognizable" "Boys can check it out" ; can feel that the brand is trying to break through the original framework in terms of design style, but the scale is a bit large , too avant-garde, and the most important thing is that it does not match the brand's tone

Lifestyle and attitude towards life. I feel that the company, warmth, comfort, tacit understanding, persistence, intellectuality, and expressed in the brand TVC "Mai Zi's Letter to Miss Jiang" "Some words don't have to be said directly" is indeed very consistent with the Songmont brand (or you can add optimism, determination, and feeling the beauty of life) . In addition, Gu Liangjiji’s high-end brand ijiji wanted to express the "nostalgic simplicity, restrained elegance" when it was founded, so far ijiji could not express it. On the contrary, Songmont is very consistent with the "nostalgic simplicity, restrained elegance", or the inspiration from the design The source says it is "retro and simple, restrained and elegant"

[Diversification, what problem does Songmont want to solve? How to locate? 】

Judging from the exposure of Songmont MAG, the number of ready-to-wear SKUs is indeed quite large.

I don’t know that last year Songmont launched very few new bag products (not including new colors and sizes), and the starting quantities are almost non-existent. Compared with ready-made clothing, accessories, etc. How much does the diversion of design resources from other product lines have to do with other resources, but the impact is definitely there.

Songmont’s current brand positioning, there are two issues that need to be solved urgently, namely clear brand awareness, and brand upward breakthrough

Branding’s brand focus is " temperature". But the word "temperature" is actually not clear, a bit indirect and obscure. The keywords used by the brand, such as high-end, user experience first, natural simplicity, carefully selected materials, and "temperature" cannot fully explain each other.

Songmont's official Weibo conducted an exclusive interview, and the theme explained was quality life. I agree very much with what one of the interviewed KOLs said "Quality does not depend on the price of the items used. Some people have never used luxury goods in their lives, and it does not prevent them from aging beautifully. Quality should be something you recognize in your heart." It is a kind of exquisiteness and an attitude full of enthusiasm for life." . In fact, there is a difference between quality life and temperature, and they do not completely overlap; there are many brands that talk about quality life, and Songmont needs to think carefully about how to express it differently; and even if the word "temperature" is suitable for bags, it may not be suitable for other Songmont products. The product line

Songmont needs to give "temperature" a clear meaning (preferably use other words to express it as a new brand keyword) and carry it, strengthen the brand recognition, and be consistent in touchpoints (such as Dianping) You can see on the customer reviews of the Shanghai and Beijing stores that the performance of individual clerks is indescribably warm). Otherwise, the development of other product lines such as ready-made clothing may in turn dilute Songmont's current brand connotation

Brand upward breakthrough is a problem that Songmont must face head-on, at least to stabilize the current pricing . Regarding pricing, judging from consumer reviews, comments like "The price is still a bit high, but it would be a little more reasonable if it were reduced by one-third" are not an isolated phenomenon for . Perhaps, Songmont’s launch of other product lines such as ready-to-wear and accessories is related to the obstacles and difficulty in making new breakthroughs in bags, but this problem cannot be avoided.

Breakthroughs in branding are closely related to breakthroughs in design. nature, especially representative design elements and representative works that can establish the brand's status|product . Just imagine, if the bag product line cannot solve this problem, why do you think that the ready-to-wear product line can definitely solve this problem! Judging from the pictures of ready-to-wear, the previous comment on bag design that "a few product lines have outstanding designs, but overall they do not make people feel that the design is particularly outstanding" also applies to ready-to-wear.The breakthrough in the design of may be related to the incentives of designers, the introduction of new designers or the mechanism for designer cooperation. After all, each designer has his own design bottlenecks and limitations

material upgrade, oriental | national style elements | More integration of technology is another direction . In this regard, Songmont already has a certain foundation, such as Togo leather, texture, pleats, weaving, hanging ornaments, knots, etc. Wonton buckle is a good iconic element, but it seems not enough, and its physical location on the bag also destined that its bag cannot make various rich changes like Tory Burch, or leave room for joint cooperation. Leave room

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