Cover News Reporter Liu Kexin
On November 22, Ouyang Nana launched his personal brand "nabi", which caused controversy. On the 25th, the discussion on topics gradually increased. On Ouyang Nana's latest TV series completed, the two top comments are the questioning of the brand and the comments that require her to respond to the questioning.
86%polyester fiber bathrobes are priced at 988 yuan, and are questioned by netizens
According to Ouyang Nana, the preparation time for the brand took three years. The reporter saw from the brand's mini program that the brand's positioning is an exquisite and comfortable lifestyle. Currently, the "Yunduo Capsule Series" is launched, with a total of 8 products, namely bathrobes, pajama suits, long-haired rabbit dolls, sweatshirts, trousers, socks, scarves, and eye masks. The most expensive one is the bathrobe, priced at 988 yuan, and the materials are 86% polyester fiber, 13% viscose fiber, 1% spandex . The lowest priced eye mask is the price of 148 yuan, and the materials are 50% modal , 45% cotton, and 5% spandex. Netizens believe that the pricing of the product does not match the material and design, which caused heated discussion.
In this regard, cover news reporter interviewed Wang Xiaocan, fashion critic, fashion brand innovation expert, executive vice president of Guangdong Provincial Clothing Culture Promotion Association, and director of the Western China High-end Customization Center. Wang Xiaocan believes that any company has the right to price its products, and it cannot judge whether the product is cheap or not based on the materials of artificial fibers. Many artificial synthetic fibers represent the most cutting-edge technology in the contemporary textile industry. The reason why the brand is controversial is that the product description on the sales side is more of a perceptual perception, and the professional description of the product and design is not clear enough. The lack of support for professional value, coupled with the unclear brand concept and objectives and the gap in awareness and expectations of public figures, make the price the target of netizens' "complaints".
Controversial products: Bathrobe
Wang Xiaocan believes that the "nabi" founded by Ouyang Nana is just a startup brand with the trademark of "nabi". There is still a long way to go before becoming a good brand. "Trademark registration is easy. It takes a long process to truly become a good brand to build its popularity, reputation and loyalty. What is the concept of a brand? It is directly rooted in the consumer's mental model . For example, if you want to buy pajamas or home clothes, which brand will pop up in your mind? You will wonder why I want to buy this brand? What is the reason? Consumers will have a clear concept in their minds. When consumers don't understand the brand, their first choice is to at least be able to see the quality of the product very well in this field. The brand must first solve the functional needs (first the products that can be entered into the market), and then solve the spiritual needs (brand culture premium), but what does the ‘nabi’ brand want to do, what is its brand positioning? What is its special product? What is the reason for consumers to buy? The product is good enough, Ouyang Nana then superimposes personal brand premium? Or is it to consume Ouyang Nana's personal brand value, and the product is just a carrier? At least from the content of the team's external promotion, it doesn't look clear."
Some netizens commented
Some netizens commented
Cross-industry " endorsement " leads to a lack of professionalism
Wang Xiaocan said that as the introductory stage of brand building, its brand structure is not obvious. "From the perspective of real brand, it is absent and cannot be called a complete brand."
The construction of commercial brands is divided into three parts: institutional brands, product brands, and personal brands, and the three brands support and empower each other. So far, the only person who can learn about the "nabi" brand is Ouyang Nana. Wang Xiaocan explained that it is unstable to just brand based on personal brands. People have a common understanding of a brand, and the most stable state is the integration of three products, that is, the "three products integration" of institutional brands, product brands and personal brands. Consumers’ perception of Ouyang Nana is limited to her being an actress and a star.However, no matter whether she has a good or bad image in this field, it cannot be directly transformed into people's perception of her in the field of clothing consumption.
Wang Xiaocan mentioned in the interview that after the launch of "nabi", it lacks the support of two professional support elements to show consumers the institutional brand (production or design professional institutions) and product brand (product professional guarantee). That is, who will endorse you in the clothing professional field? It can make consumers believe that you can make good products. At present, we can only rely on "personal brands" to attract consumers. When a personal brand encounters a crisis, the launch of the brand will naturally not go smoothly. It is precisely because of this reason that the personal brand launched this time has become the last straw that crushes fans' trust.
Wang Xiaocan told reporters that it is not that artificial fiber products are not good enough, and there cannot be high pricing. There are also many similar products with high prices and high value. "Clothing and fabrics are both extremely professional. Some synthetic fibers can retain the properties of natural material through scientific methods, and combine the advantages of artificial fiber to become more functional and skin-friendly. If the material of the product has these professionalisms, it also requires professional expressions to make everyone realize its value."
The second is that in Ouyang Nana's personal brand value transformation path, "the professional thinking and cooperation on the product design end and brand operation are insufficient, so they cannot come up with products that truly match the personal brand value of 'Ouyang Nana'. And the commercial operation of a brand is even more difficult. It requires accurate market positioning and clear business paths. How to magnify the personal brand value, perhaps their team is not prepared enough."
For such a young brand, he has a desire for a better life. Wang Xiaocan called on everyone to look at this matter from the perspective of consumers: "Whether it is a trendy brand or other brands, it is normal for a brand that has just started, these problems are normal. But the clothing industry is a very professional and systematic industry, which spans the first, second and third industries. It is not just about drawing a picture to design it, and then re-production. I think everyone should be allowed to make various new attempts. From the perspective of the brand, the value of the product itself, as well as the three aspects of brand value and cultural value."
Some fans said in their comments that they liked may be the girl who played the cello seriously at the beginning, and the girl who went abroad to study, but it should not be Ouyang Nana today. A fan left a message on the topic of #Ouyang Nana Brand Pricing# saying, "Empty bottles (online language, accusation and comments) are not confident and pale and powerless." Many fans also left messages on this topic, saying that they have no works, are not serious about improving their acting skills, are not able to see enough attention in practicing cello, and have received too many commercial endorsements... It can be seen that the fans' dissatisfaction has been accumulated for a long time.
Whether it is the brand or its own acting career, "lack of professionalism" is the reason why the "nabi" brand is not even popular with fans. It is probably the dilemma of many celebrity artists.
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